Product Demo: Knowledge Base

Transcript

1. 1
   Product demo:
   Knowledge Base
   

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2. 2
   Housekeeping
   Before we dive in....
   ● Check out the QR codes and embedded links
   throughout the session.
   ● Use the table of contents on the bottom right to
   navigate to different sections of the video.
   ● Keep an eye on your inbox — we will follow up with
   the content model for download and other helpful
   resources.
   ● Get in touch via the contact form at the end of the
   video. You can also reach out via Twitter @contentful
   or write to us at team@contentfulmail.com
   

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3. 3
   You’ll learn how to:
   1. Empower editors to control the look and feel of
   knowledge base pages, including SEO metadata,
   microcopy, and promotional banners.
   2. Reuse content so that editors can maintain answers
   that are consistent and up to date no matter who the
   customer is talking to.
   3. Create a single source of truth for answers in your
   organization.
   4. Schedule and bulk publish to ensure the right
   audiences see the right content, at the right time.
   5. Leverage content analytics to identify high value
   opportunities in your knowledge base.
   6. Plus: Learn to automate daily tasks and workflows.
   

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4. 4
   Introductions
   Artas Bartas
   Sr. Product Marketing Manager
   Andrew Kumar
   Director of Platform Strategy
   

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5. Content Platform
   5
   Contentful
   

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6. 6
   Other CMSs
   Translations
   Cloud
   Storage
   Product
   Catalog
   Contentful
   editor apps
   Build & federate
   content
   Deliver
   anywhere
   Mobile app
   Digital
   signage
   Website
   In-store
   experience
   Content
   architecture
   Cloud
   native
   Global
   CDNs
   Secure & scale your digital footprint
   App
   Framework
   Design
   system
   Custom UIs & workflows
   Customize & automate content ops
   Content
   platform
   Integrate with cloud services
   

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7. 7
   31%
   of the Fortune 500 have
   battle-tested Contentful
   300+ partners
   2x bigger ecosystem vs.
   other pure-play vendors
   $158M
   Total funding with latest round
   ($80m) in 2020
   20+ Billion
   API calls per month
   600k+
   Active Contentful users
   worldwide
   22.8k
   Live sites and in the Top 10k
   global websites
   Platform highlights
   

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8. Problem & Opportunity
   8
   Customer Experiences
   

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9. of large organizations will have failed
   to unify engagement channels,
   resulting in a disjointed and siloed
   customer experience that lacks context.
   Gartner, August 2020
   Customer Experiences
   Opportunity: Content Platforms
   

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10. Customer Experiences
    Today: Fractured Point Solutions
    Landing
    pages
    Product
    pages
    Knowledge
    base
    Commerce
    Loyalty
    program
    Global
    corporate
    website
    Buy
    Evangelize
    Use
    Explore
    Discover
    Customer
    lifecycle
    Inconsistent, contradictory = unhappy customers
    

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11. Customer Experiences
    Tomorrow: Connected Platforms
    Landing
    pages
    Product
    pages
    Knowledge
    base
    Buy
    Evangelize
    Use
    Explore
    Discover
    Customer
    lifecycle
    Consistent, customer focused, content & experience.
    Commerce
    Loyalty
    program
    Global
    corporate
    website
    

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12. Customer Experiences
    TELUS: Powering over 40 touchpoints
    Landing pages
    Digital Platform
    Site Builder the reuse component
    Digital health solutions and technology in Canada
    Better Healthcare Products & Solutions
    Mobile Medical Alert with Apple Watch
    Product Pages
    TV & Internet Bundles - Compare TV plans
    Mobility - Shop our phones & plans
    Phone & Tech Accessories
    Cell phone plans, family share plans,
    BYOD & more
    Knowledge base
    Support & Help Centre
    Download the My TELUS mobile app
    Buy
    Evangelize
    Use
    Explore
    Discover
    Customer
    lifecycle
    Consistent, customer focused, content & experience.
    Commerce
    Small Business Solutions
    TELUS Medium & Large Business Solutions
    Global wholesale communications provider
    Loyalty program
    Earn & Redeem Points on Great Rewards
    Together, let’s make the future friendly
    SEO, Personalization and A/B testing
    A snapshot of the Data Platform team
    Global corporate website
    TELUS Ventures - The strategic investment arm for TELUS
    Impact Investing - Fund For Good | TELUS Pollinator Fund
    Giving back to Canadian communities
    

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13. Purchase
    Mobile
    apps
    Agile
    ecommerce
    Evaluation
    Blogs
    Email
    campaigns
    Product
    pages
    13
    Global
    marketing &
    localization
    Retention
    In
    product
    Community
    portal
    Knowledge
    base
    Specific opportunities in the customer journey
    Build engaging experience at every step of the customer journey
    

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14. Today’s Focus
    14
    Knowledge Base
    

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15. Customers need to understand your business in order to engage with your business
    15
    The time for a single source of truth is now
    Customers expect informative,
    self-service apps when using your
    products or services, but maintaining a
    knowledge base is time-intensive,
    expensive, and often deprioritized.
    88%
    of consumers expect
    brands to provide online
    self-service portals
    

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16. Case Studies
    16
    Customer Success
    

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17. ● Content is reusable across driver, rider and call
    center support audiences.
    ● Eliminated 75% of translation workflows using
    Contentful’s integration with Smartling.
    ● New content experiences are created and
    deployed in half the time.
    Results
    Lyft needed to scale its Help Center across
    multiple channels and geographies.
    Challenge
    Scan the QR code to watch
    the full customer story
    CONTENTFUL CASE STUDY SHOWCASE
    

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18. ● Built a recommendation system that resulted
    in 40% more game sessions.
    ● Efficiently create content in many different
    languages for many different markets.
    ● Used taxonomies to make content readily
    discoverable by search engines.
    Results
    Electronic Arts needed to make content creation
    more efficient and target the right content to the
    right customers.
    Challenge
    Scan the QR code to watch
    the full customer story
    

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19. ● Single source of truth to manage content for
    support services.
    ● Reusable content for in-context Jira platform
    help in the product itself.
    ● Changing the capitalization of “JIRA” to “Jira”
    across 20,000 pages in only five minutes.
    Results
    Atlassian needed to replatform help and support
    functions to a modern stack.
    Challenge
    Scan the QR code to read
    the full customer story
    

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20. “We recognize that shapeless content is hard to do intelligent things
    with. That [structured content] is a major change for us as an
    organization. We really recognize that as powerful.”
    —John Collins
    Senior Content Designer
    Atlassian
    

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21. 21
    Customer stories
    

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22. Knowledge Base Demo
    22
    How Builders Collaborate
    

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23. Customer
    experience
    Technical side Marketing side
    Developers and
    platform owners are
    able to work in parallel
    work streams to
    marketing
    Editors are able to
    update web and app
    elements without
    developer resources
    23
    

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24. A new way of working
    Connected to, and learning from the customer experience
    Adapt to new
    trends and
    behaviors
    Reuse content
    across customer
    service touchpoints
    Dev teams can
    innovate and
    deploy faster
    24
    More agile
    business
    operations
    Marketers can
    react instantly
    to app insights
    Global marketing
    & localization
    Agile
    ecommerce
    Knowledge
    base
    

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25. Knowledge Base Demo
    25
    Conclusion
    

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26. 26
    SPEED
    Deliver accurate
    results—fast. This
    accelerated time to value
    allows you to meet rapidly
    evolving consumer
    preferences and a broad
    spectrum of intent.
    FLEXIBILITY
    Prepare and build for the
    future, your way, through
    effective collaboration,
    cross team efficiency, and
    use of a common set of
    technology for consistent
    answers.
    RELIABILITY
    Count on enterprise-grade
    infrastructure and
    resilience to mitigate
    security threats across a
    multi-brand, global
    experience.
    Key takeaways
    

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27. 27
    Customer stories
    

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