architecting your dream content and customer experience house · 2018-10-02 · cathy mcknight. vp...

Cathy McKnightVP Consulting @cathymcknight

Ecosphere Munich 2018September 25, 2018

Architecting your Dream Content and Customer Experience House

@CAT HYMCKNIGHT

VP Consu l t i ng

Adv iso r, P rob lem So lve r, Exp lo re r

CATHY MCKNIGHT

@CathyMcKnight | DigitalClarityGroup.com

Architecting your Dream Content and Customer Experience House


Step 1: Know the Vision


5@CathyMcKnight | DigitalClarityGroup.com

Omni-channel strategy investment (PwC)

Why the house never gets built


53%“small group”

serves entire co.

CMI & MarketingProfs 2016 Enterprise Content Marketing Study

36%have any formal

strategy

20%committed to the practice

57%unsure whatsuccess is

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Step 2: Architect the Vision


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Definition of Architecture

The complex or carefully designed structure of something.


Up to 70 percent of created content remains unused!


Step 3: Design the Details


The Devil is in the details


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Step 4: Build the Vision


The Team matters!


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Step 5: The Finishing Touches


Attention to detail makes the difference.



1. Visions and goalsThere has to be a destination in mind.

2. Architect to design the structure of the experienceCan’t be designed to spec if you don’t have a vision and goals.

3. Designer to scale out the details of the experienceGreat doesn’t matter if the architecture isn’t right.

4. Builder to create and build the vision.Can’t build without the blueprints, design specs, and vision.

5. Finishing touches count.Can’t build without the blueprints, design specs, and vision.

Thank you!Cathy McKnight

[email protected]@cathymcknight | @just_clarity

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architecting your dream content and customer experience house · 2018-10-02 · cathy mcknight. vp...

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