Organizing your content strategy and content planning is an essential topic for all customer experience and marketing professionals. Content is the “thing” that is going to provide the experience, even when you are not directly in front of your customer.
When establishing a content strategy, planning how to deliver your content is a logical place to start. We naturally think about the thing we can see – the delivered experience; the new website, the email campaign or what we are going to post on Pinterest – the point at which our audience comes into contact with our strategy.
This thinking tends to lead to a silo’d approach to the customer experience, since organizing separate pop-up business initiatives (which probably started as experiments) to engage with the audience on that channel ultimately leads to separate technologies, and yet another repository of people and content to manage.
In any decent-sized organization, having “yet another repository of people and content” is either a problem today or a ticking time bomb of regulatory and governance issues, or even a tweet gone viral as someone falls down the cracks of a fractured customer experience.
This also brings a lack of agility, and when the next big social “thing” through which millennials can share pictures of cats comes along, the organization simply can’t react without a significant level of disruption. On the flip side, a silo’d customer experience organization can’t determine if they need to jump on this particular bandwagon. After all, without a holistic view of the customer, how would they know they need to engage with cat picture loving millennials?
Done right, the actual delivery of a content strategy should be a relatively simple technology problem, if we lay the right shared content operations, editorial and content management foundations. This means that we need to be thinking content forward, rather than from the delivery backwards.
From a content strategy perspective, this means thinking holistically about the audience, the tasks they want to complete, the channels they use, the frequency of communication they want from us, where they hang out online and how they talk about our products and services.
From a technology perspective, this means building a content factory and repository that can serve these multiple channels. This factory and repository needs to have all of the required governance; a content model that supports building not just pages, but the 140 characters needed for a tweet, a way of measuring the content against our business objectives, and a hook into our system of customer record.
In future posts on FutureCX, my fellow contributors and I will take a deeper look at developing a content strategy, establishing a content factory and the different technologies that you can use to distribute that content, once a strategy is in place.