CONTENT ENGINEERING: A COLLABORATIVE DEVELOPMENT APPROACHUnderstanding content strategy and content engineering roles within teams delivering successful Customer Experience Management

Presented for:

Presented By

FOLLOW: @SimpleATeamVISIT: simplea.com

Cruce SaundersFounder, [A]

@mrcruce

We are deep in an era of digital transformation.

More content has been created in the last two years, than in all of human history combined.

More devices and channels for content exist now, than in all of human history combined.

Change is constant.Flexibility is a survival skill.

Content BOOM!Channel BOOM!Device BOOM!

Executive DOOM?@mrcruce

Study Conducted by the CMO Council and sponsored by IBM:

"Brand Attraction from Enriched Interaction"

How successful are you and your organization at Customer Experience Management?

The answer: not that successful.

What is Customer Experience Management (CEM)?

Customer experience management (CEM) is made up of the processes a company uses to track, oversee and organize every interaction between a customer and the organization throughout the customer lifecycle.

Source: TechTarget

CEM Puts Focus on the CustomerCustomer experience management focuses the operations and processes of our organization around the needs of an individual customer, however that customer reaches us.

CEM Puts Focus on the CustomerCustomer experience management focuses the operations and processes of our organization around the needs of an individual customer, however that customer reaches us.

CEM Puts Focus on the CustomerCustomer experience management focuses the operations and processes of our organization around the needs of an individual customer, however that customer reaches us.

CEM Puts Focus on the CustomerCustomer experience management focuses the operations and processes of our organization around the needs of an individual customer, however that customer reaches us.

When we succeed at CEM, we engage customers via continuous experiences across mobile, web and social channels.

@mrcruce

What does it take to be “good” at customer experience management, at scale?

@mrcruce

HOW CEM HAPPENS

Competencies

Practices with DisciplinesContent StrategyContent Engineering

Experience DesignAnalytics and Optimization

Security and RiskIntake and PrioritizationKnowledge and TrainingPatterns and Rhythms

Structure and GovernanceDevOps and Support

Infrastructure

CEM PlatformDelivery PlatformData PlatformContent as a Service APIs

Alignment

Business strategyContent strategyBusiness Intelligence / Big DataBusiness process managementChange management

THE INGREDIENTS OF CEM

HOW CEM HAPPENS

Intelligent Content…which emerges from:

Model, Metadata, Markup, Schema,Taxonomy

THE INGREDIENTS OF CEM

• Only 5% reported they are “extremely good”

• 16% believe they are doing a “good job”

• 32% report doing “moderately good”

…and many of these are

marketing executives!

47% of senior level executives believe they are failing at CEM,

and 95% feel they need improvement:

What is broken?

How do we take our customer experience from“failing” to “moderately good” to “extremely good”?

THE ANSWER:

COLLABORATIVE DEVELOPMENT,CONTENT STRATEGY & CONTENT ENGINEERING

ACROSS SILOS

IntroducingTHE DIGITAL MANAGEMENT OFFICE

Led by a Chief Digital OfficerIncorporating a Content Engineer and a Content Strategist

AlignmentStrategy

StandardsIntelligenceIntegration

SecurityCEM

THE DIGITAL MANAGEMENT OFFICE

Cultivates enterprise value via content assets & systems that deliver experiences to customers.

@mrcruce

Content is an expression of everything an organization is and does. All of our stories,

knowledge, and data are content.

@mrcruce

Content should be a balance sheet asset.  

@mrcruce

Content = Data & Data = Content

In organizations large

and small, content

assets have more value

than derived from any

single function.

Content Should be Nurtured As an Asset

Organizations are waking up to

the strategic importance of

intelligent content as an asset

to be grown, nurtured and

ultimately reflected as a

valuable line item on the

corporation's balance sheet.

Who’s In Charge of your Content Assets?

It Takes a Collaborative Development Approach …

As an enterprise asset, content has

value that transcends any one silo.

@mrcruce

Content strategy & content engineering practices are componentsof a cross-functional digital management office (DMO).

Content Coordination & the Digital Management Office (DMO)

The CE builds relationships across organizational silos, forging cooperation, strategy and resource planning to leverage content value across the board.

The Content Engineer & the Content Strategist Play Key Roles

… but Importantly it Takes Executive Leadership

It takes a CEO, COO, CDO, or politically key

executive that has the ability to provide fiat –

one who has decision-making authority and

power to move change in a fully informed

and unified way. CEM fails without leaders.

Without Executive Leadership…not much happens.

Without an enterprise view and key

executive involvement and authority, CEM is

just another IT or marketing project. And it

will have limited impact.

So get the CEO on board!

Let’s focus on the Content Strategy and the

Content Engineering practices.

Content Strategy and Content Engineering

are separate but equal practices.

The Content Strategist and the Content

Engineer work together within the Digital

Management Office and across departments.

We are not going to blow up silos.

But we will connect and empower them.

When we apply content strategy and

content engineering across silos,

the entire organization wins.

Content Strategy

Content strategy plans for the creation, publication, and governance of useful, usable content…

The content strategist defines which content will be published, and why we’re publishing it. Source: AListApart.com

Content Strategy Focus: Who, What, When, Where

• Audience, User, Content Audit and Analysis

• Content Planning: What, When, Where

• Content Research, Testing, and Strategy

• Content Standards, Voice and Tone, and Optimization

• Content Workflow, Governance, Management, Systems

The Content Strategist Performs

• Content Research

• Audience & User Analysis

• Content Analysis

• Editorial & Message Strategy

• Content Creation

• Content  Promotion

• Content Inventory & Auditing

• Sr. Information Architecture

• Content Standards, Voice & Tone

• Content Planning & Calendaring

• Content Authoring Workflows

• Content Systems Requirements

• Version Control Approach

• Content Optimization

• Content Management

Content Engineering

Content Engineering orchestrates content technology, content delivery, intelligent content

assets, and the tools and infrastructure supporting it.

Content Engineering Focus: How

The content engineer organizes the shape, structure and application of content.

Content engineers facilitate the Content Model, Metadata, Markup, Schema, Taxonomy, Reuse, Variation, Delivery, Syndication, and Infrastructure.

The Content Engineer (CE) Performs

• Content modeling• Metadata and Schema definitions• CMS platform configuration planning• Content author experience (AX) design• Content syndication and content API specifications• Technical requirements and development planning• Personalization and content targeting mapping• Schema, Markup, Metadata, Taxonomy

Implementation

The Content Strategist is the CEO of content The Content Engineer is the CTO of content

Content strategists and content engineers team up to lead the customer experience evolution. It takes teamwork.

Content Strategy

Content Engineering

Intelligent Content Takes Teamwork …

The CE builds relationships across organizational silos, forging cooperation, strategy and resource planning to leverage content value across the board.

The Content Strategist & Content Engineer Travel to Silos

The CE builds relationships across organizational silos, forging cooperation, strategy and resource planning to leverage content value across the board.

The DMO Assembles the Parts to Work as a Single Organism

The CE builds relationships across organizational silos, forging cooperation, strategy and resource planning to leverage content value across the board.

The Chief Digital Officer Leads the Process & Aligns Strategy

The CE builds relationships across organizational silos, forging cooperation, strategy and resource planning to leverage content value across the board.

Even without a formal chief, anoint a leader & get moving

Teamwork works.

This stuff is hard. It takes teamwork. You don’t

want to be out on fields herding cats by yourself.

At least I am not Managing

Digital Content!

Start Your Digital Transformation Engines.

Attendees may receive the [A] eBook:Content Engineering for a Multi-Channel World

Email Cruce at c@simplea.com, with subject “eBook Request” or simplea.com/ebookAnd, do follow @simpleAteam & @mrcruce .

BONUS ROUND

What isIntelligent Content?

Structurally rich,semantically aware, automatically discoverable, reusable, reconfigurable, and adaptable.

— The Intelligent Content Conference

Intelligent Content:

Content broken into parts so it can meet the people that need it, when and where they need it.

@mrcruce

Intelligent Content “Parts”:

Model, Metadata, Markup, Schema,Taxonomy

@mrcruce

Intelligent Content is a way to deliver the right content to the right customer at the right time in the right way on the right device.

Content with Schema.org Markup

Teamwork = Better Customer Experiences

Content Strategy + Content Engineering + the DMO

Together we coordinate standards, schemas, taxonomy, content models, reuse, discovery and delivery mechanisms across all organizational silos.

When done well, it’s as awesome as a Lizard playing a leaf guitar.

The Content Model

• Presents all the different content types for a given project.

• Defines content types, their elements, and how they relate.

• Guides the design of content components, assemblies and linkages.

• Illuminates what content to write or create, and how to input it into the CMS.

It all begins with a Content ModelBut what is a Content Model?

A content model is a representation of the types of content and their interdependent relationships.

How Does Content Adapt and Respond?

Adaptive content: dynamically adapts content based on a

customer’s clicking activity, interests, and context.

Responsive interfaces: dynamically morph design and content

containers to match the user device types.

BONUS ROUND 2

How to Cost-Justify Content Engineering

• Improved sales lifecycle, sales performance, sales metrics, and sales channels

• Improved customer satisfaction via personalization means more rewarding and relevant interactions.

• Marketing and IT peacemaking: happier developers, happier marketers produce better work

• Far more efficient development cycles and developer time investment

How to Cost-Justify Content Engineering

• Efficiency of CEM license cost investment, more value for the money

• Insurance policy for market relevance long-term. Intelligence will become mandatory.

• Competitive market advantage by improving and exposing content assets across the enterprise, and connecting those assets with customers intelligently.

The Content Strategist & Content Engineer Mindsets

CONTENT STRATEGISTS DEVELOP THE CONTENT, THE STRATEGY AND THE ROADMAP

CONTENT ENGINEERS STRUCTURE CONTENT

AND THE TECHNOLOGY THAT DELIVERS IT

’’“A content engineer is one part creative director and one part data

analyst. They use both the left side of their brain and the right ... Most importantly, they love data and use it to help plan, measure and optimize their content. They represent the evolution of content marketing, online marketing and inbound marketing.

Erik BrattBlogger and VP MarCom at Tealium.com

“Why We All Need to BecomeContent Engineers,” at Inboundwriter.com

’’“Content engineering leads to happy teams and happier customers.

@mrcruce

THE END

The Tragic Story of

DigitalbridgeA Project Gone Wrong

Cruce SaundersInformation Development World Content Engineering — A Collaborative

Development Approach4:00 - 4:45 pm, Cascade Room (1st floor)

Friday, Oct. 2, 2015 in San Jose, CA