the content governance confessional · 01/05/2018 · siriusdecisions state of b-to-b content...
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The Content Governance ConfessionalAbsolving Your Content Sins
Phyllis Davidson, Research Director, SiriusDecisions
May 8, 2018
© 2018 SiriusDecisions. All Rights Reserved
The Content Governance Confessional: Absolving Your Content Sins
Phyllis DavidsonResearch Director@PhyllisMusings
May 8, 2018
Confessions… …take many forms
SiriusPerspective:
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Confessions of Content Inconsistency CulpritsB-to-b organizations find up to 40 percent of their content is unusable, citing quality
and relevance issues* caused by out-of-date, invalid information cascaded across the inventory.
Sly Solo Operator
“There are already too many cooks in the content
kitchen – I’m going rogue.”
Technology Tenderfoot
“We don’t use the consistency
functionality in our existing
infrastructure.”
Lack-of-Change Agent
“We have no methods to cascade content changes.”
Brand Barbarian
“We’ve changed our logo, but I know
there are documents out there with the
old one.”
*Source: SiriusDecisions 2014 State of B-to-B Content Survey
5 © 2018 SiriusDecisions. All Rights Reserved@siriusdecisions
Executive Summary• Key issues
• What you will walk away with
• Organizations struggle to manage content complexity and maintain consistency, putting the business at risk of degrading its brand
• Content governance – maintaining integrity, regulatory compliance and consistency of the brand and message – is now a priority for b-to-b organizations
• Effective content governance requires shared stakeholder goals and a documented strategy that combines standards, process and technology
• An understanding of the scope of content governance and key data about impact• Steps content leaders can deploy to implement formal content governance• A look at technologies and best practices supporting governance
6 © 2018 SiriusDecisions. All Rights Reserved@siriusdecisions
Content Strategy and Operations: Priorities
Scope of Content Strategy and Operations
Content Factory Framework
Orchestrate and build audience-centric, high-quality and scalable content
assets that support marketing strategy,
programs and tactics.
Content Factory
Build a content strategy and
operations center of excellence and
upskilling cross-functional content
competencies.
Content Strategy and Operations
Functional Design and Development
Content Model
Content Management and
Technology
Implement and manage the cross-
functional processes and technology that drive best practice
content architecture, taxonomy, workflows,
and measurement.
Content Strategy Turbine
Create and implement a repeatable, rigorous
process to define comprehensive
content requirements to support effective
downstream creation decisions.
Strategic Content Planning
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Content FactoryContent Strategy and Operations Functional Design and Development
The SiriusDecisions Content Model
This model is a best-in-class framework companies can adopt to optimize their end-to-end cross-functional content processes. It illustrates the key phases, stages, activities and deliverables that represent a best practice cross-functional b-to-b content supply chain.
Content Management and Technology
Strategic Content Planning
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Content FactoryContent Strategy and Operations Functional Design and Development
The SiriusDecisions Scope of Content Strategy and Operations
This model defines the scope of today’s content strategy and operations function and what separates basic content practices from advanced ones. Measured,
governed and optimized
Formalizedand actively
monitored quality governance
Automated and standardized
Quality benchmarks and
KPIs
Process standardized Editorial oversight
Reactive process with some defined
steps
Brand and style guidelines
Ad hoc, reactive process Does not exist
Content Factory
Content Process
Quality Governance
Content Management and Technology
Strategic Content Planning
SiriusPerspective:
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SiriusDecisions State of B-to-B Content Study 2018Reasons Content Goes Unused
Content Governance Is CriticalTo maximize content ROI, mitigate compliance risk and protect the brand, b-to-b
organizations need to formalize content governance.
Governance
•Quality•Consistency• Frequency•Visibility•Keyword
optimization•Compliance
Common Governance Challenges
ü Rogue content creates quality, consistency and compliance issues
ü Keyword optimization not formalized or strategic
ü Lack cross-functional process and status visibility
SiriusPerspective:
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SiriusDecisions State of B-to-B Content Study 2018The State of B-to-B Content Study surveyed 162 content leaders across business and
professional services, software/hardware, IT, financial services, healthcare and advanced manufacturing.
Revenue Band
12%
12%
18%
8%
19%
13%
18%
>$10B
$2B-$10B
$750MM-$2B
$250MM-$750MM
$50MM-$250MM
$10MM-$50MM
$0 -$10MM
Job Role
CMO/ SVP/VP9%
Senior Director/ Director27%Senior
Manager/ Manager55%
Other9%
Content Responsibility
Content Operations 32%
Content Creation 67%
Content Strategyand Planning 78%
Content Activation 100%
Executive Strategy 79%
SiriusPerspective:
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B-to-B Content Engine Maturity Only a small percentage of b-to-b organizations rate themselves as advanced across
the four pillars that fuel content engine performance, leaving many opportunities to optimize.
17%
20%
13%
10% Content strategy and planning
Content creation
Content activation
Content operations
Percentage of respondents who selected “advanced” as their level of competency in each of the four areas listed.
Source: SiriusDecisions State of B-to-B Content Study 2018
SiriusPerspective:
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Documented Content StrategyBest-in-class organizations use documented content strategy plans to drive clarity
and alignment throughout the content lifecycle to ensure maximum quality, relevance and performance.
22%
46%
23%
6%1%0%
40%
20% 20% 20%
33%
50%
0% 0% 0%
Always Often Sometimes Rarely NeverAll Beginner Advanced
Question: How often do your marketing teams work from documented content strategy plans??
Source: SiriusDecisions State of B-to-B Content Study 2018
SiriusPerspective:
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Documented Content StrategyBest-in-class organizations use documented content strategy plans to drive clarity
and alignment throughout the content lifecycle to ensure maximum quality, relevance and performance.
Source: SiriusDecisions State of B-to-B Content Study 2018
60%of beginner organizations
never, rarely or sometimes use a documented content strategy
83%of advanced organizations
always or often use a documented content strategy
SiriusPerspective:
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Content Creation Service-Level AgreementsBest-in-class b-to-b marketing organizations have defined, documented and adhered-
to SLAs between cross-functional requestors and content creators within a centralized production team.
43%
30%
20%
50%
25%
0%
33%
17%
33%
No, we don't have SLAs Yes, we have them, but they are notenforced
Yes, we have them andadhere to them
All Beginner Advanced
Question: Does your b-to-b marketing organization have documented service-level agreements (SLAs) for content requests serviced through content production teams?
?
Source: SiriusDecisions State of B-to-B Content Study 2018
SiriusPerspective:
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Content Creation Service-Level AgreementsBest-in-class b-to-b marketing organizations have defined, documented and adhered-
to SLAs between cross-functional requestors and content creators within a centralized production team.
Source: SiriusDecisions State of B-to-B Content Study 2018
50%of beginner organizations
don’t have contentcreation SLAs
50%of advanced organizations
do have content creation SLAs, but only 33% adhere to them
SiriusPerspective:
@siriusdecisions 16 © 2018 SiriusDecisions. All Rights Reserved
13%
13%
16%
18%
19%
21%
Low quality
No budget to translate
Difficult to adapt
Topic is irrelevant
Difficult to find
Users don’t know about it
All Advanced Beginner
Top Reasons for Content Not Being UsedFindability and relevance continue to be top issues for advanced and beginner b-to-b
marketing organizations, with a notable increase in reported translation budget constraints.
State of B-to-B Content 2018State of B-to-B Content 2014
Source: SiriusDecisions State of B-to-B Content Study 2018
Question: Please rank the reasons that marketing-created content goes unused in your organization today.
?
13%
5%
12%
29%
17%
25%
Low quality
No budget to translate
Difficult to adapt
Topic is irrelevant
Difficult to find
Users don’t know about it
All
SiriusPerspective:
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Top Reasons for Content Not Being UsedFindability and relevance continue to be top issues for advanced and beginner b-to-b
marketing organizations, with a notable increase in reported translation budget constraints.
Source: SiriusDecisions State of B-to-B Content Study 2018
Top Three ReasonsContent Goes UnusedBeginner organizations
43% Findability
36% Quality/relevance
21% Customizability
Top Three ReasonsContent Goes UnusedAdvanced organizations
40% Findability
30% Quality/relevance
26% Customizability
SiriusPerspective:
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Centralized Content LibraryBest-in-class marketing organizations audit, inventory and tag content assets and
consolidate them in a centralized content library to improve findability and governance.
44% 40%
68%
Yes, we have a centralized content libraryAll Beginner Advanced
Source: SiriusDecisions State of B-to-B Content Study 2018
Question: Does your marketing organization have one centralized global content library for all marketing-created content?
?
SiriusPerspective:
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Centralized Content LibraryBest-in-class marketing organizations audit, inventory and tag content assets and
consolidate them in a centralized content library to improve findability and governance.
Source: SiriusDecisions State of B-to-B Content Study 2018
60%of beginner organizationsdon’t have a centralized
content library
68%of advanced organizations
have a centralizedcontent library
SiriusPerspective:
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Universal TaxonomyLess than one-third of organizations use a universal taxonomy; however, those that
describe themselves as advanced are far more likely to have one in place.
35%
7%
17%
30%
20%
40%
67%
17%
Have/plan to have auniversal taxonomy
Universal taxonomybut out of date
Multiple taxonomiesbut not used consistently
No universaltaxonomy
All Beginner AdvancedSource: SiriusDecisions State of B-to-B Content Study 2018
Question: Does your marketing organization have a documented universal taxonomy that is used to tag and organize marketing content?
?
SiriusPerspective:
@siriusdecisions 21 © 2018 SiriusDecisions. All Rights Reserved
Universal TaxonomyLess than one-third of organizations use a universal taxonomy; however, those that
describe themselves as advanced are far more likely to have one in place.
Source: SiriusDecisions State of B-to-B Content Study 2018
20%of beginner organizations
have/plan to have a universal taxonomy in the next 12 months
67%of advanced organizations
have/plan to have a universal taxonomy in the next 12 months
© 2018 SiriusDecisions. All Rights Reserved
Addressing Content Governance
SiriusPerspective:
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Four Steps to Absolving Your Consistency SinsB-to-b organizations require a structured approach to address content consistency
issues and a process to ensure ongoing integrity.
Team
Team Charter
Make the case for a content governance
initiative to drive content integrity;
recruit team of impacted stakeholders
Assemble
Team
Functional Areas Risk
Conduct a risk assessment to
understand your organization’s
vulnerability and prioritize content
projects
Assess
Team
ContentArtifacts Technology
Audit content artifacts and technology
systems that author, store or activate
content
Audit
Team
Repeatable Process
Maintenance
Launch initiative to resolve challenges, determine points of integration, improve
and maintain
Act
Develop the plan Execute and manage the plan
Governance Crisis
Documented governance event that provokes action to address consistency issues
SiriusPerspective:
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Assemble: Launching the InitiativeA comprehensive initiative focused on brand and content integrity includes executive
sponsorship, cross-functional team alignment, program scope and goals.
Relevant Teams
• Marketing• Product• Sales• Support• Customer Success• Finance• Operations
Content Components
• Brand attributes• Messaging• Editorial guidelines• Metadata• Industry terminology• Product specifications
and names• Product features
Program Parameters
• Program focus areas• Timeframe• Organizational
limitations• Recent brand/product
changes, acquisition
SiriusPerspective:
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Assess: Content Integrity RiskB-to-b organizations can determine their greatest risk exposure related to content
integrity by assessing the content trail across the brand experience.
Marketing
• Web content, paid promotion
• Social content• Mobile experience• Partner promotion
Sales and Operations
• Personal emails from sales reps
• Phone and in-person meetings
• Purchase documents and process
Customer Support
• Support documents and communications
• Online and phone support
Customer Success
• Customer onboarding communications
• Product/service updates
• Upsell and cross-sell content
✕ Brand confusion✕ Compromised product/service
information✕ Poor digital experience
✕ Reduced viewer engagement✕ Broken service-level agreements✕ Reduced upsell potential✕ Lost business
The Brand ExperienceThe Risks and Impact
SiriusPerspective:
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What Creates Customer Experience?Post-sale customer experience is made up of four components that allow companies
to define and sequence actions to support post-sale needs and goals.
The SiriusDecisions Customer Experience Design Framework
Lifecycle Stages and Timelines
The stages and timeline of the post-sale experience in which engagement is required
Customer Roles and Needs
Customer Roles and Needs
The customer personas and what they need to get value from their investment
Triggers and Interactions
Activities for delivering an ideal customer experience and signals for initiating them
Functions
The functions and roles for delivering and supporting the interactions across a customer experience
until youunderstand these.
It’s a waste of time to think about these…
SiriusPerspective:
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Audit: Content ArtifactsPrioritize an audit of artifacts based on risk assessment of the growing content
volume and types created, used and optimized across multiple functions.
Insight Creation Activation Optimization
Marketing Sales and Operations Customer Support Customer Success
PollsSales
Presos
Quizzes
Infographics
Social Posts
Surveys Blogs
Sales
Scripts
Product Specs
AdsE-books
Videos
Webinars
Web Content
White Papers Support Docs
Contracts
Event Signage
Mobile
Apps Channel Content
ROI
StudiesBrochures
Customer Stories
Research
Topics
SiriusPerspective:
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Insight Creation Activation Optimization
Audit: Utilizing Technology to Drive ConsistencyMany technology categories and systems span the content lifecycle, creating overlaps
in capabilities to address content integrity and confusion about what system is the single source of truth.
Sales Force Automation
Keyword Research
Social Intelligence
Creative Design Tools
Video
Content Display
Translation and Localization
Web Site Optimization
Sales Asset Management
Social Media Management
Web Content Management System
Intranet
Marketing Automation Platform
Digital Asset Management
Marketing Resource Management
Content Marketing Software
Business Intelligence/Analytics
Sales Force Automation
SEO
SiriusPerspective:
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Insight Creation Activation Optimization
Audit: Selecting a Technology ApproachMultiple technology options for addressing content consistency challenges exist;
b-to-b organizations must choose the best approach to bridge governance needs and technology priorities.
Approach One: Single, Integrated PlatformUse one vendor to unify technologies and provide a single source of truth. Companies may leverage plug-ins and apps for added functionality.
Approach Two: Multiple Platforms Use features that enhance consistency via systems from multiple vendors. Ensure native APIs and integrations when selecting new technologies.
Approach Three: Point Solutions Add technologies that have a specialized capability not found in other platforms.
SiriusPerspective:
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Act: Assembling the Content Penitence PlanOnce the audit is complete, the cross-functional team should collaborate on a plan to
address issues, coordinate goals and establish a timeline.
Dept.Assemble Assess Audit Act
Team Charter FunctionalAreas Risk Content
Artifacts Technology RepeatableProcess Maintenance
Marketing • Which teams and team members should be included?
• What are the cross-functional program goals, parameters and timing?
• Include goals, points of integration and overlap
• Core content types from each team
• Cross-team content• Risks to brand in the
context of content type (e.g. marketing collateral, sales presentation, customer experience)
• Actual content and location
• Technologies in use by each team
• Existing technology functionality, scalability within and across systems
• Supplemental technology needs
• Cross-functional and cross-system process flow proposed
• Key points of change from existing process
• Milestones• Maintenance planning• Communications and
training
Sales/Ops
Tech Support
CustomerSuccess
Other
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INTEL’S STORY
32
324INTEL SOCIAL
HANDLES
715 INTEL
MICROSITESPORTALS FOR ONE SPECIFIC
USER JOURNEY
22+of digital content owned
by resources not specialized in digital
85%
Content Strategy Experience Expertise
233KINTEL.COM PAGES
Digital Experience Chaos
3232
Our Approach
33
Production Controls Governance Scale and Activate
TECHNOLOGY
Emerging Technologies to
34
Drive consistency in social media experience for our
audiences
Scale Consistency
Drive consistency in outbound content creation across
channels
35
Consistency in Social Media Experiences
Social media protection suite• Map and monitor your social footprint• Real-time policy enforcement to
combat spam, compliance and malicious content
Proactively flags the most egregious (1%) of inbound and outbound social media posts
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Consistency in Outbound Content Creation
Advanced linguistics engine• Reads and analyzes content• Evaluates content for basic and
advanced heuristics
Relative content scores are flagged for resubmission on the basis of terminology, grammar, style and voice
@ k s c o t t r • # S D T e c h X@ k s c o t t r • # S D T e c h X 37
118INTEL SOCIAL
HANDLES
182INTEL
MICROSITES
195KINTEL.COM
PAGES
324INTEL SOCIAL
HANDLES
715 INTEL
MICROSITES
38MOBILE
APPS
233KINTEL.COM
PAGES
-16% -75% -64% -53%
Governance
Q2 ‘17
Q4 ‘15 Success Areas
90%+ Upstream engagement
$21M+ ROI
Formalized Company-Wide Collaboration
BUSINESS IMPACT
18MOBILE APPS
38
Key Takeaways
Activate With Technology
Embrace Governance
Identify and Prioritize
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Action Items • Content strategy and operations• Activate functionality that supports governance
within current technology systems• Seek and leverage opportunities to cascade updates
and maintain a single version of the truth• Evaluate new technologies and integration of existing
technologies for better content governance• Scale initiative to include content from a wider range
of functions over time
• Other functions• Partner with content strategy and operations on
content governance initiatives • Ensure technology integrations and investments are
cross-functionally aligned and maintained
39
© 2018 SiriusDecisions. All Rights Reserved
41 © 2018 SiriusDecisions. All Rights Reserved@siriusdecisions