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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

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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 [email protected] ● Join the conversation on Twitter with #CTFwebinar Before we dive in... 2

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

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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

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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

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6 Customer experience is stagnating 2020 FORRESTER PRODUCTION PROHIBITED

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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%

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8 Digital sameness is pervasive 2020 FORRESTER PRODUCTION PROHIBITED

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

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

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

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

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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

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

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

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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

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

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

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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

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CHALLENGE #2 Content lacks metadata 2020 FORRESTER PRODUCTION PROHIBITED 20

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

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

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

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

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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

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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

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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.

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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

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Thank you 2020 FORRESTER PRODUCTION PROHIBITED Nick Barber Senior Analyst [email protected] @nickjb 29

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

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

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

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Open Q&A 33

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Thank you for joining! 34