LavaCon Las Vegas 2016 Presentation

1. GENERATING REVENUE:
THE HIDDEN CONNECTION
BETWEEN CONTENT AND
PRODUCT STRATEGIES
Eeshita Grover

2. ABOUT THE SPEAKER
Eeshita Grover is an experienced professional of 18+ years with a career equally
divided across leading and teaching content creation and delivery teams.
Eeshita has been with Cisco for the past 11+ years building and driving
innovative content strategies for cutting edge products with an emphasis on
delivery for digital portals, mobile web, and video. Eeshita has led content
design using DITA for the various content types and their presentation for ease of
use. Her passion lies in driving teams to innovative goals and evolving mindsets.

3. GENERATING REVENUE: THE HIDDEN
CONNECTION BETWEEN CONTENT
AND PRODUCT STRATEGIES
In our session today, we will discuss:
• Product strategy and Content Strategy
• What ties them together? The consumer, end user
• Generating revenue
• What’s next?

4. ABOUT YOURSELF
Share with us…
• What’s on your mind?
• What brings you here?

5. PRODUCT STRATEGY

6. WHAT IS PRODUCT STRATEGY?
• Foundation of the product life-cycle
• Roadmap – the execution plan for product development
• Allows the business to zero in on specific target audiences
• Draws focus on the product and consumer attributes

7. COMPONENTS OF PRODUCT
STRATEGY
Market
Research
Positioning
Target
Market
Competitive
Analysis
• Persona analysis
• User experience
• Customer Journey
• Budget
• Metrics

8. Product Strategy
Market Research
Target Market
Positioning
Competitive Analysis
Market Strategy
Budget
Metrics
User, Audience, Consumer

9. Product
Strategy
Content
Strategy
User,
Audience

10. WHEN WE CREATE CONTENT,
IDENTIFICATION OF CONSUMERS IS KEY

11. IDENTIFYING THE CONSUMER
Persona Analysis
User Experience
Customer Journey

12. PERSONA ANALYSIS
• Identifying key segments of the product’s consumers
• Provides insight into the user’s motivations and pain points
• Content and personas are aligned with the stages of the buying cycle to
help identify the type of content best suited for each situation.

13. USER EXPERIENCE
• Covers a broad spectrum of the user’s involvement with the product
• Important aspects include:
• User interface design
• Support staff
• Increasing the product scope in line with user asks

14. CUSTOMER JOURNEY
Mapping a customer journey illustrates the steps your customer(s) go through
in engaging with your company, whether it be a product, an online
experience, retail experience, or a service, or any combination. (www.hbr.org)
• Actions – What is the customer doing at each stage? What actions are they
taking to move themselves on to the next stage?
• Motivations – Why is the customer motivated to keep going to the next
stage? What emotions are they feeling? Why do they care?

15. CUSTOMER JOURNEY
• Questions – What are the uncertainties, jargon, or other issues preventing the
customer from moving to the next stage?
• Barriers – What structural, process, cost, implementation, or other barriers
stand in the way of moving on to the next stage?

16. CONTENT STRATEGY

17. CONTENT – THE ’OTHER’ TANGIBLE
Because content is a tangible asset that accompanies the
product

18. CONTENT STRATEGY
• Content strategy refers to the planning, development, and management of
content—written or in other media. (Wikipedia)
• Product strategy components that contribute to content strategy are:
• Product Roadmaps – provide product direction
• Industry Trends – market and industry shifts
• Market Share
• Competitors – How are they doing content? How can we do that and better?
• Customer asks
• Age of the product – new product vs. mature product

19. COMPONENTS OF CONTENT STRATEGY
• Product/technology subject matter expertise, content expertise
• Product lifecycle, content lifecycle
• Major release vs. minor release
• First customer sale vs. established product
• Product strategy, content strategy
• New product vs. mature product
• New technology vs. mature technology

20. COMPONENTS OF CONTENT STRATEGY
• Building content as a business asset
• Content plan – includes user content, social media strategy, channel
content
• Identifying key stakeholders
• Milestones and deadlines
• Tools availability
• Creating availability of the content

21. CONTENT AUDIT
• Inventory – collection and recording
• Audit – Analysis of content. Categorize content as:
• Maintain – content that should be kept as is
• Rewrite – needs to be worked on
• Archive/Remove
• Merge – add to existing content
• Gap Analysis
• Build consensus and buy-in – ensure that your stakeholders understand your
plans and are onboard

22. Information
Architecture
•Taxonomy
•Structure
•Metadata
•Reuse
Alignment with
business
processes
•Compliance
•Certifications
Style
Consistency
•Text
•Media
Metrics
•Customer Sat
•Feedback/Social
Media
•Web Analytics
•Cost
Subject Matter
Sources
•Development
•Marketing
•Sales
•Support
Content
Audit
CONTENT AUDIT

23. THE CONSUMER, END USER

24. TWO TYPES OF CONSUMERS
• Business to business
• Business to customer

25. DIFFERENT CONTENT NEEDS
Business to Business
• Explicit handle over audience
expertise
• Structured buying
methodologies
• Business needs drive rate of
adoption
Business to Customer
• Difficult to define a benchmark
for expertise
• Life event based buying
• Personal needs drive rate of
adoption

26. DIFFERENT CONTENT NEEDS
Business to Business
• Lower need for customized
content
• Higher potential for content
reuse
• High impact of user experience
and customer satisfaction
Business to Customer
• Higher need for customized
content
• Lower potential for content
reuse
• High impact of user experience
and customer satisfaction

27. CUSTOMIZATION

28. GENERATING REVENUE

29. J CUSTOMERS = REVENUE
• Customer expectations vs perception
• Likelihood to recommend to friends
• Customer experience vs ideal experience
• Affective and cognitive satisfaction
• Repeat purchase intention
• Overall satisfaction

30. CONTENT MARKETING
Content marketing is a strategic marketing approach focused on creating
and distributing valuable, relevant, and consistent content to attract and
retain a clearly-defined audience — and, ultimately, to drive profitable
customer action. (Content Marketing Institute)

31. KPIs OF CONTENT MARKETING
• Page visits
• Dwell time
• Inbound links
• Social media shares
• Cost per click
• Cost per lead
• Influence decision makers

32. WHAT’S NEXT?

33. RECOMMENDED TOOLS
• Hootsuite – Assists in monitoring multiple social media sites
• Crimson Hexagon – Collects social media analytics
• Clarabridge – Customer experience management
• Curata – Content marketing platform to grow leads and revenue

34. THANK YOU
Eeshita Grover
egrover@cisco.com