W E B I N A R : Set yourself apart with content intelligence April 28, 2020 1 Build a practice for competitive differentiation: a fireside chat with guest speaker Nick Barber, Senior Analyst, Forrester

Housekeeping ● This webinar is being recorded; we will share the recording and slide deck with all registrants shortly -- keep an eye on your inbox! ● Please add your questions in the Q&A box, we will answer them after the presentation during the live Q&A session at the end ● To get in touch, write to us at team@contentfulmail.com ● Join the conversation on Twitter with #CTFwebinar Before we dive in... 2

Introductions 3 Nick Barber Senior Analyst serving application development and delivery professionals Forrester Mark Demeny Director of Content Management Strategy Contentful

Agenda CONFIDENTIAL 4 Welcome Nick Barber shares research insights Fireside chat ● Orchestrate content using context and customer data ● Leverage your tech stack and organizational structure to gain a competitive edge ● Start atomizing your content to stand out from the crowd Open Q&A

5 Combat Digital Sameness With Content Strategy Nick Barber, Senior Analyst 2020 FORRESTER PRODUCTION PROHIBITED F E A T U R E D S P E A K E R

6 Customer experience is stagnating 2020 FORRESTER PRODUCTION PROHIBITED

Source: Forrester, The US Customer Experience Index, 2019 2% Very Poor 16% Poor 65% Ok 17% Good Excellent The Distribution of US CX Index Scores, 2019 0% 20% 40% 60% 2020 FORRESTER PRODUCTION PROHIBITED 7 0%

8 Digital sameness is pervasive 2020 FORRESTER PRODUCTION PROHIBITED

Digital Sameness In Travel Source: Forrester Report “Desperate For Differentiation: Creativity Galvanizes The Total Brand Experience” 2020 FORRESTER PRODUCTION PROHIBITED 9

Digital Sameness In Commerce Source: Forrester Report “Desperate For Differentiation: Creativity Galvanizes The Total Brand Experience” 2020 FORRESTER PRODUCTION PROHIBITED 10

Digital Sameness In Retail Source: Forrester Report “Desperate For Differentiation: Creativity Galvanizes The Total Brand Experience” 2020 FORRESTER PRODUCTION PROHIBITED 11

Digital Sameness In B2B Source: Forrester Report “Desperate For Differentiation: Creativity Galvanizes The Total Brand Experience” 2020 FORRESTER PRODUCTION PROHIBITED 12

Base: 5,825 Online adults (18+) Source: Forrester Analytics Business Technographics North American Retail And Travel Customer Life Cycle Survey, Q1 2017 2020 FORRESTER PRODUCTION PROHIBITED “I’m unlikely to return to a website that does not provide a satisfactory customer experience.” 60% 13

2020 FORRESTER PRODUCTION PROHIBITED Customer Intelligence Content Intelligence Content Intelligence Customer Intelligence Is Knowing My Customer Enough? 14

15 POLL: What does your view of content look like?

What does a 360-degree view of content look like? 2020 FORRESTER PRODUCTION PROHIBITED Source: Forrester Research, Inc. Unauthorized reproduction, citation, or distribution prohibited 150135 Components Descriptive Product Technical Performance Emotion Composition Business • View count • Engagement • Conversion • Creation time • SKU • Color • Size • Availability • File type • Resolution • DPI • Length • Contents of asset • Keywords • Audio transcription • Summary • Campaign • Channel • Line of business • Product • Number of people • Age • Gender • Products • Shot type • Depth of field • Shutter speed • Interview, B-roll • Genre • Tone • Feeling • Sentiment 360-degree view of content 16

So why is this such a challenge? 2020 FORRESTER PRODUCTION PROHIBITED 17

18 POLL: What is your biggest challenge when it comes to content?

CHALLENGE #1 Content is siloed "You have to be willing to step back from the way your company is organized.” VP Marketing, Financial Services Company 2020 FORRESTER PRODUCTION PROHIBITED 19

CHALLENGE #2 Content lacks metadata 2020 FORRESTER PRODUCTION PROHIBITED 20

21 For high volume, low complexity tasks, one bot can do the work of 3-4 full-time employees. 2020 FORRESTER PRODUCTION PROHIBITED

CHALLENGE #3 Content isn’t atomic 2020 FORRESTER PRODUCTION PROHIBITED 22

2020 FORRESTER PRODUCTION PROHIBITED Scale Through Content Atomization Flour Sugar Eggs Raisins Vanilla Carrots Spices Cream Cheese Sugar Pan Cake Icing Vanilla 23

Next Steps To Combat Digital Sameness and Connect Content To Customer Experience 2020 FORRESTER PRODUCTION PROHIBITED

2020 FORRESTER PRODUCTION PROHIBITED Primary content decisions Engagement decisions Desired customer experience Content decisions disconnected from experience Engagement decisions hamstrung from rote content Irrelevant customer communication Top-Down Strategy

2020 FORRESTER PRODUCTION PROHIBITED Disparate (and higher-risk for) off-brand content decisions Duplicate and disjointed engagement decisions Confusing and irritatingly frequent customer communication Bottom up Strategy Primary content decisions Engagement decisions Desired customer experience

2020 FORRESTER PRODUCTION PROHIBITED 66% Base: 2678 Services decision-makers Source: Business Technographics Global Business and Technology Services Survey, 2019 of global firms are undergoing digital transformation It must get smaller before it gets bigger.

2020 FORRESTER PRODUCTION PROHIBITED People Metadata and taxonomy Process Content modelling and collaboration Technology Delivery and governance Boiling ocean Build A Bridge Between Tech and Business 28 2020 FORRESTER PRODUCTION PROHIBITED Experience and brand strategy Tech and operations strategy

Thank you 2020 FORRESTER PRODUCTION PROHIBITED Nick Barber Senior Analyst nbarber@forrester.com @nickjb 29

Digital transformation needs to get smaller before it gets bigger. 30

Executives should look at content and tech stack to meet CX needs. 31

Leverage your tech stack and organizational structure to gain a competitive advantage. 32

Open Q&A 33

Thank you for joining! 34