Why Content For the Enterprise?

WHY CONTENT FOR THE ENTERPRISE?
NYC Content Strategy Meet Up Group
2/23/2016
KEVIN P NICHOLS @kpnichols

Agenda
■ Introduction
■ Why do you need an enterprise content strategy?
■ Considerations for success
■ Conclusion
■ Bonus Content!!!
22/23/2016 | @kpnichols | Why Content for the Enterprise?

Introduction

Introductions
Kevin P Nichols
@kpnichols
■ Author, Team Builder, Thought Leader
■ Expert in Enterprise Content Strategy,
Personalization and Omnichannel
■ Former Global Practice Lead, Content Strategy,
SapientNitro
■ 22 Years experience in the UX and Digital
worlds
■ Co-Founder AvenueCX & Executive Director,
Experience
4
■ Authored: Enterprise Content Strategy: A
Project Guide, Coauthor, UX for Dummies
■ Leader for Content Strategy Alliance Best
Practices Initiative
■ Recent Workshops:
■ Intelligent Content for Multichannel Publishing
■ Performance Driven Content
■ Omnichannel Content Strategy

Why Enterprise Content
Strategy?

Image source:
https://upload.wikimedia.org/wikipedia/commons/2/2f/Steve_McQueen_Virginia_Gregg_Wanted_Dead_or_Alive_1959.JPG
It’s not easy…You will hear:
Let’s just focus on the web or ____ channel,
we will deal with the other stuff later.
“Enterprise” is infrastructure, we need
innovative content solutions. Let’s focus
on those.
Let’s clean up end user experience and
deal with nuts and bolts later.
It’s too expensive.
Our business units will never do it.

First ask: what happens
without an enterprise focus on
content?

8
1. Content cannot facilitate seamless consumer experiences.
Content exists as a complex
ecosystem. Fragmented
experiences fail to recognize a
holistic consumer’s experience
with a brand.
Image source: https://en.wikipedia.org/wiki/The_Shop_Around_the_Corner#/media/File:Shop-Around-the-Corner.jpg

9
2. A fragmented content focus won’t support necessary
evolution. Digital transformation requires an uniform strategy.
Successful channels adhere to a
larger strategy that informs a
brand’s story and delivers its
promise. Whereas singular
channel focusses provide broken
content experiences.
Image source: File:Charlton Heston as Antony in Julius Caesar, B&W image by Chalmers Butterfield.jpg
https://en.wikipedia.org/wiki/History_of_film#/media/File:Charlton_Heston_as_Antony_in_Julius_Caesar,_B%26W_image_by_Cha
lmers_Butterfield.jpg

10
3. Consumer needs are lost due to silo’d channel experience.
Consumers expect more and
more from content they interact
with in each channel. Brands that
don’t respond to this expectation
will be left behind.
Image source: Image source http://www.ourwelwyngardencity.org.uk/images/uploaded/scaled/silos_7.jpg

11
4. Content strategy is treated like
a campaign.
Content with a sole, singular focus—for
the web, for a channel, for a campaign—is
wasting a lot of time, effort and money,
these experiences fail and lose consumers.
Image source: https://en.wikipedia.org/wiki/Silent_film#/media/File:Safetylast-1.jpg

12
5. It all ends in tears.
It’s also probably not the brightest idea.
And tantamount to creating a visual style
guide without a brand identity or brand
strategy in place.
Image source: https://en.wikipedia.org/wiki/Silent_film#/media/File:Safetylast-1.jpg

So what?

14
But, Mr. Nichols, you still have not answered: WHY enterprise
content strategy?
And please don’t tell us that it
gets the right content to the right
user at the right time, we know
that already…
Image source: https://en.wikipedia.org/wiki/Twenty_Questions#/media/File:20_questions_1954.JPG

15
1. It’s the ONLY approach that sets up and positions ALL content
within an organization for success.
Ensuring a seamless consumer
experience each step of the way.

16
2. Tracks the consumer at each
touchpoint & delivers the most
important content at each.
When consumers don’t have their needs
met, they leave an experience, dissatisfied
and hungry for something else.
They will go elsewhere.
Image source: https://commons.wikimedia.org/wiki/File:Althea_Gibson_NYWTS.jpg

17
3. Relies on performance as a
driving factor in all content
decisions.
A performance-driven model allows for
the ongoing success of content regardless
of its type, format or channel presence.
Image source: https://commons.wikimedia.org/wiki/File:Althea_Gibson_NYWTS.jpg

Image source:https://en.wikipedia.org/wiki/Jesse_Owens#/media/File:Jesse_Owens3.jpg
4. Increases profits, decreases
costs, pleases employees and
consumers…it’s a win-win.
Brands that position content as its own
domain, or make an investment in setting
up an operational model to support a
holistic focus are emerging as leaders.
(more about this shortly)

19
5. Positions all content as a business asset worthy of
governance.
Unified and holistic content
governance, allows you to control
all of your content. It can result in
a seamless consumer experience
every time the engage with your
brand.

And now [drumroll…] a
definition that speaks to us
now.

Enterprise content strategy: A commitment to position
all organizational content for success so it can evolve
every consumer relationship with the brand.
– Kevin P Nichols

Key Points for a Successful
Content Strategy

■ The consumer is always first (aka user-first approach)
■ Consumer experience is cross channel – so must the strategy to support it
■ Operations and governance must feed consumer need and external realties
■ Performance is everything
■ Current content experiences require holistic approach
Five key takeaways.

■ Operations and governance must feed consumer need and external realities

Source: http://tech.co/mobile-first-consumer-first-company-video-2015-03
Be consumer-first. Don’t necessarily be mobile-first; if
web is better…go web, but really think about…the user:
how do I make this person’s life awesome?
– Eric Conwell, Managing Partner at Keynote Capital

Image source:https://en.wikipedia.org/wiki/Jesse_Owens#/media/File:Jesse_Owens3.jpg
The world is changing.
Forrester states that since 2010, we are
seeing a digital transformation, “the age
of the consumer.”
Businesses that succeed during this era
“will master…digital consumer experience
and digital operational excellence.” –
Forrester, Enhancing the Retail
Omnichannel Customer Experience.

27
Remember, don’t let silo’ed business units trump consumer
experience.
Agendas of business silos and
industry trends (mobile first)
aren’t in the driver’s seat.
User’s requirements and
consumer needs drive
experiences. Next to business’
goals and objectives, the most
important consideration.
Image source: https://en.wikipedia.org/wiki/Batman_%281966_film%29#/media/File:Catwoman_Lee_Meriwether_1966.jpg

28
Instead of mobile-first, ask: what does my consumer need?
Ignore channel optimization and
ignore your profits!
Singles’ Day – 9.3 Billion in sales
more than black Friday and cyber
Monday combined.
Feature-phones (not smart
phones) are most widely used.
Traditional mobile-first strategy
ignores many types of mobile
devices.

29
Put your consumer at the center of all content decisions. Learn
from omnichannel best practices.
A recreation of the image by: http://maosuit.com/retail-2/stores/omi-channel-retail-101/ originally created by Tyco.

■ Consumer experience is cross channel – so must the
strategy to support it

Source: http://www.businesswire.com/news/home/20140915005587/en/Macy%E2%80%99s-Outlines-Developments-
Omnichannel-Strategy-Technology
Our goal remains to help our customers shop whenever,
wherever and however they prefer, and to use the entire
inventory of the company to satisfy demand…They are
at the center of all our decisions.
–Terry J. Lundgren, Macy’s, Inc. Chairman and Chief
Executive Officer

32
Consumers are creating their own cross-channel paths.
73% of marketers rate the impact
of cross-channel interactions on
conversion as ‘major’
58% state cross channel
engagement as improving
retention
55% state cross channel ensures
advocacy
Source: Paraphrased from Christopher Ratcliff’s summary of Econsultancy’s Cross-
Channel Marketing Report 2015: https://econsultancy.com/blog/66963-four-key-
takeaways-from-our-cross-channel-marketing-report-2015/
Image source:
https://en.wikipedia.org/wiki/Niagara_Falls_Suspension_Bridge#/media/File:Signorina_Maria_Spelterina_in_her_high_rope_perfor
mance_%28left_view%29.jpg

33
Customer lifecycle requires journey mapping before content
needs can be determined…
Source: Rebecca Schneider and Kevin Nichols The Next Generation of Content Strategy: A Performance-Driven Model on OmnichannelContentStrategy.com
Anonymous

34
Biz strategy & personas, user-states, user journeys, etc.
determine content for each channel.
Anonymous
Persona User State User Journey Channel Content
Soccer Mom Anonymous Buy a Product – Step
One: searches for
product in Google
Website (Desktop)
Mobile (App)
Product information
in home page
carousel
Soccer Mom Anonymous Buy a Product – Step
Two: clicks on
product in carousel
goes to product
detail
Website (Desktop)
Mobile (App)
Product detail page
Soccer Mom Anonymous But a Product – Step
Three: Add to cart
Website (Desktop)
Mobile (App)
Shopping cart

■ Operations and governance must feed consumer need and
external realities

Source: http://diginomica.com/2015/08/14/omni-channel-is-about-customers-not-channels-at-nordstrom/
While we’ve been pursuing distinct strategies to grow
each business, we’re also working to link them together
to provide our customers with a seamless experience.
This is important because we know that when
customers engage with us across multiple touch points,
their lifetime value and spend increase significantly.
– BlakeW. Nordstrom

37
Gartner: 4.9 billion connected
“things" in use in 2015; in 2020,
25 billion connected “things"
Source: www.gartner.com/newsroom/id/2905717
“54% cite not having a
consolidated view across
channels as biggest roadblock to
a successful cross-channel
experience”
Source: http://info.gigya.com/LP-Registration_Omni-Channel-Marketing-
Strategy_WP.html
Image source: https://www.flickr.com/photos/seattlemunicipalarchives/2680257100
Digital disruption means revisiting
entire operational models.

38
Consumers need, want and hope
that channels don’t stand alone,
but work together to tell a
brand’s story and deliver its
promise.
Image source http://www.ourwelwyngardencity.org.uk/images/uploaded/scaled/silos_7.jpg
Internal silos don’t exist in external
experience.

39
Optimized frameworks require strategic rethinking with
operational functions crossing channels.
Anonymous

40
Efforts should include setting up content for success at all
customer touchpoints.
Anonymous

41
Governance should incorporate cross functional areas across the
enterprise.
AnonymousGovernance Team
Working Groups
Social Analytics Legal Content TechnologyBrand
Operations Technology Marketing Publishing TaxonomyStrategy
Executive Sponsor
Product

It is clear to me that data is becoming
the key asset of our times.Yet most data is in pretty bad
shape, most companies are not very good at putting
their data to work and their organizations are singularly
ill-suited for data. Solving these problems is the
management challenge of the 21st century.
– Thomas C Redman

44
We are living in a performance-driven world.
69% of top company executives
plan on increasing their
marketing data-driven
approaches
Forbes Insights and Turn: Data Driven and Digitally Savvy:
The Rise of the New Marketing Organization Report
74% of marketing executives plan
to increase marketing budgets
this year for data.
Teradata, 2015 Global Data-Driven Marketing Survey
Image source: https://commons.wikimedia.org/wiki/File:Sun_800_tester-001.jpg

45
Cross channel metrics and
tracking the user journey across
channels was a key theme at
Forrester’s 2015 Marketing
Leader’s Forum.
(Note: They’ve produced several
reports on it since that time.)
Top 4 Takeaways from the 2015 Forrester Marketing Leader’s
Forum by Rachel Eisenhaur
Image source: awm.gov.au/collection/009233
With an emphasis on cross-channel tracking…

46
Enterprise content performance defines future content priorities.
Anonymou
s
Anonymou
s
Content assessment

Any company that’s been around for 160 years has had
to innovate.”
– Marcy’s Chief Omni-channel Officer R.B. Harrison

49
20% companies surveyed use
strong omnichannel approach
and have 89% customer retention
rate, 80% don’t and have 33%
retention rate.
Source: https://www.internetretailer.com/2013/12/31/why-omnichannel-strategy-
matters
Emarketer reports: 46% of
customers would purchase more
if experiences were personalized.
Source:
http://www.emarketer.com/Article.aspx?R=1008852&ecid=a6506033675d47f881651
943c21c5ed4
Image source: en.wikipedia.org/wiki/Twirling#/media/File:Baton-practice-Manzanar-Adams.jpeg
People reward companies that invest in expected content
experiences.

50
An overarching strategy for content is necessary, all channel,
campaigns strategies derive from it…
An overarching strategy defines
content intent, goal, objectives,
audiences, etc.…
Every channel adheres but offers
unique position that
complements overarching
strategy
Every page type within a channel
experience should adhere to
similar standards.
Project Brief taken from Content Strategy Alliance’s Free Tools and Templates Handbook.

51
Omnichannel, personalization,
content for cross-channel user
journey, cross-channel user
tracking all require an enterprise
focus for success…
Band-Aids don’t work at this
level.
Image source: https://www.flickr.com/photos/seattlemunicipalarchives/2680257100
Focus on experiences content
creates across the brand.

52
Roadmaps for each strategic initiative should cross the
enterprise…(E.g., personalization)
Project Brief taken from Content Strategy Alliance’s Free Tools and Templates Handbook.
Launch
[foundation]
1. Identify initial personas and segments to target per channel.
2. Establish the content needed to support each group (what do you want to
serve up to each segment and persona and to what degree?)
3. Establish the rules for serving up content (if User X indicated he or she is Y in
user profile then serve up this content . . .) per channel per user task.
4. Account for taxonomy and controlled vocabularies to enable the experience.
Evolution
[9-12 months post launch]
1. Test existing content by running ongoing metrics and audits to see how
consumers interact with the content experience.
2. Identify additional content areas, such as enhanced cross-sell, up-sell.
3. Test assumed customer journeys across channels to verify accuracy and
optimize content performance.
4. Rollout enhanced personalization per channel.
Enrichment
[18+ months post launch]
1. Integrate approach across all channels.
2. Continue to create immersive content.
3. Leverage new or emerging technologies and techniques.
4. Optimize per business needs, analytics and consumer trends.

Conclusion

The loser is always a part of the problem; the winner is
always a part of the answer.The loser always has an
excuse; the winner always has a program.The loser says
it may be possible, but it's difficult; the winner says it
may be difficult, but it's possible.
– Althea Gibson, First African-American woman to
WinWimbledon in 1957

Image source:
Let’s look at those fears again...
Let’s just focus on the web or ____ channel,
we will deal with the other stuff later.
“Enterprise” is infrastructure, we need
innovative content solutions. Let’s focus
on those.
Let’s clean up end user experience and
deal with nuts and bolts later.
It’s too expensive.
Our business units will never do it.

Image source:
Brands that succeed
understand that it’s not easy.
Standing up content for success means
major shifts in the way businesses think
about their fundamental strategies.
Putting the consumer first by offering him
or her content that does so, requires more
than just gesture, in many cases, it’s
changing the DNA of operations and
strategic focus.

Image source:
https://en.wikipedia.org/wiki/Edgar_Bergen#/media/File:Edgar_Bergen_Ellen_Corby_The_Homecoming_Waltons_1974.JPG
But there is huge payoff…
• Happier consumers and retention of
them
• Happier employees
• And Happier shareholders and
executives.

Contact Information
■ kevin@kevinpnichols.com
■ Web: kevinpnichols.com
■ LinkedIn: www.linkedin.com/in/kevinpnichols
■ Twitter: twitter.com/kpnichols
■ YouTube: www.youtube.com/user/kevinpnichols
Kevin P Nichols

Bonus content and it’s all
free 

62
Want the most comprehensive content template resource out
there? Content strategy alliance provides it. Free.
Source: http://contentstrategyalliance.com/csa-best-practices/csa-handbook/
Anonymou
s

63
Want to create a performance model? Paula Land and my
workshop tells how.
Source: http://www.slideshare.net/kpnichols/the-next-generation-of-content-strategy-a-performancedriven-model-workshop
Anonymou
s

64
Want a cross-channel customer journey? Marcia Riefer Johnston
tells you how.
Source: http://contentmarketinginstitute.com/2015/11/customer-journey-map-template/
Anonymou
s

65
Want to do omnichannel content strategy? Rebecca Schneider
and I tell you how.
Source: http://omnichannelcontentstrategy.com/workshops/
Anonymou
s

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