Content Engineering — A Collaborative Development Approach with Cruce Saunders
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The document discusses the importance of content engineering and content strategy within organizations to enhance customer experience management (CEM). It emphasizes the need for collaborative development approaches across silos, the involvement of executive leadership, and the integration of intelligent content to improve customer interactions. The content engineer and content strategist play critical roles in structuring content and aligning organizational strategy to deliver meaningful customer experiences.
![Presented By
FOLLOW: @SimpleATeam
VISIT: simplea.com
Cruce Saunders
Founder, [A]
@mrcruce](https://image.slidesharecdn.com/saunderscontentcollaborationacollaborativedevelopmentapproach-151013220100-lva1-app6891/85/Content-Engineering-A-Collaborative-Development-Approach-with-Cruce-Saunders-2-320.jpg)
![Start Your Digital Transformation Engines.
Attendees may receive the [A] eBook:
Content Engineering for a Multi-Channel World
Email Cruce at c@simplea.com, with subject
“eBook Request” or simplea.com/ebook
And, do follow @simpleAteam & @mrcruce .](https://image.slidesharecdn.com/saunderscontentcollaborationacollaborativedevelopmentapproach-151013220100-lva1-app6891/85/Content-Engineering-A-Collaborative-Development-Approach-with-Cruce-Saunders-71-320.jpg)
Content Engineering — A Collaborative Development Approach with Cruce Saunders
- 1. CONTENT ENGINEERING: A COLLABORATIVE DEVELOPMENT APPROACH Understanding content strategy and content engineering roles within teams delivering successful Customer Experience Management Presented for:
- 2. Presented By FOLLOW: @SimpleATeam VISIT: simplea.com Cruce Saunders Founder, [A] @mrcruce
- 3. We are deep in an era of digital transformation.
- 4. More content has been created in the last two years, than in all of human history combined.
- 6. More devices and channels for content exist now, than in all of human history combined.
- 10. Change is constant. Flexibility is a survival skill.
- 11. Content BOOM! Channel BOOM! Device BOOM! Executive DOOM? @mrcruce
- 12. Study Conducted by the CMO Council and sponsored by IBM: "Brand Attraction from Enriched Interaction"
- 13. How successful are you and your organization at Customer Experience Management?
- 14. The answer: not that successful.
- 15. What is Customer Experience Management (CEM)?
- 16. Customer experience management (CEM) is made up of the processes a company uses to track, oversee and organize every interaction between a customer and the organization throughout the customer lifecycle. Source: TechTarget
- 18. CEM Puts Focus on the Customer Customer experience management focuses the operations and processes of our organization around the needs of an individual customer, however that customer reaches us.
- 19. CEM Puts Focus on the Customer Customer experience management focuses the operations and processes of our organization around the needs of an individual customer, however that customer reaches us.
- 20. CEM Puts Focus on the Customer Customer experience management focuses the operations and processes of our organization around the needs of an individual customer, however that customer reaches us.
- 21. CEM Puts Focus on the Customer Customer experience management focuses the operations and processes of our organization around the needs of an individual customer, however that customer reaches us.
- 22. When we succeed at CEM, we engage customers via continuous experiences across mobile, web and social channels. @mrcruce
- 23. What does it take to be “good” at customer experience management, at scale? @mrcruce
- 24. HOW CEM HAPPENS Competencies Practices with Disciplines Content Strategy Content Engineering Experience Design Analytics and Optimization Security and Risk Intake and Prioritization Knowledge and Training Patterns and Rhythms Structure and Governance DevOps and Support Infrastructure CEM Platform Delivery Platform Data Platform Content as a Service APIs Alignment Business strategy Content strategy Business Intelligence / Big Data Business process management Change management THE INGREDIENTS OF CEM
- 25. HOW CEM HAPPENS Intelligent Content… which emerges from: Model, Metadata, Markup, Schema, Taxonomy THE INGREDIENTS OF CEM
- 26. • Only 5% reported they are “extremely good” • 16% believe they are doing a “good job” • 32% report doing “moderately good” …and many of these are marketing executives! 47% of senior level executives believe they are failing at CEM, and 95% feel they need improvement:
- 30. What is broken? How do we take our customer experience from “failing” to “moderately good” to “extremely good”?
- 31. THE ANSWER: COLLABORATIVE DEVELOPMENT, CONTENT STRATEGY & CONTENT ENGINEERING ACROSS SILOS
- 32. Introducing THE DIGITAL MANAGEMENT OFFICE Led by a Chief Digital Officer Incorporating a Content Engineer and a Content Strategist
- 35. THE DIGITAL MANAGEMENT OFFICE Cultivates enterprise value via content assets & systems that deliver experiences to customers. @mrcruce
- 36. Content is an expression of everything an organization is and does. All of our stories, knowledge, and data are content. @mrcruce
- 37. Content should be a balance sheet asset. @mrcruce
- 38. Content = Data & Data = Content In organizations large and small, content assets have more value than derived from any single function.
- 39. Content Should be Nurtured As an Asset Organizations are waking up to the strategic importance of intelligent content as an asset to be grown, nurtured and ultimately reflected as a valuable line item on the corporation's balance sheet.
- 40. Who’s In Charge of your Content Assets?
- 43. It Takes a Collaborative Development Approach …
- 44. As an enterprise asset, content has value that transcends any one silo. @mrcruce
- 45. Content strategy & content engineering practices are components of a cross-functional digital management office (DMO). Content Coordination & the Digital Management Office (DMO)
- 46. The CE builds relationships across organizational silos, forging cooperation, strategy and resource planning to leverage content value across the board. The Content Engineer & the Content Strategist Play Key Roles
- 47. … but Importantly it Takes Executive Leadership It takes a CEO, COO, CDO, or politically key executive that has the ability to provide fiat – one who has decision-making authority and power to move change in a fully informed and unified way. CEM fails without leaders.
- 48. Without Executive Leadership…not much happens. Without an enterprise view and key executive involvement and authority, CEM is just another IT or marketing project. And it will have limited impact. So get the CEO on board!
- 49. Let’s focus on the Content Strategy and the Content Engineering practices.
- 50. Content Strategy and Content Engineering are separate but equal practices.
- 51. The Content Strategist and the Content Engineer work together within the Digital Management Office and across departments.
- 52. We are not going to blow up silos. But we will connect and empower them.
- 53. When we apply content strategy and content engineering across silos, the entire organization wins.
- 54. Content Strategy
- 55. Content strategy plans for the creation, publication, and governance of useful, usable content… The content strategist defines which content will be published, and why we’re publishing it. Source: AListApart.com
- 56. Content Strategy Focus: Who, What, When, Where • Audience, User, Content Audit and Analysis • Content Planning: What, When, Where • Content Research, Testing, and Strategy • Content Standards, Voice and Tone, and Optimization • Content Workflow, Governance, Management, Systems
- 57. The Content Strategist Performs • Content Research • Audience & User Analysis • Content Analysis • Editorial & Message Strategy • Content Creation • Content Promotion • Content Inventory & Auditing • Sr. Information Architecture • Content Standards, Voice & Tone • Content Planning & Calendaring • Content Authoring Workflows • Content Systems Requirements • Version Control Approach • Content Optimization • Content Management
- 59. Content Engineering orchestrates content technology, content delivery, intelligent content assets, and the tools and infrastructure supporting it.
- 60. Content Engineering Focus: How The content engineer organizes the shape, structure and application of content. Content engineers facilitate the Content Model, Metadata, Markup, Schema, Taxonomy, Reuse, Variation, Delivery, Syndication, and Infrastructure.
- 61. The Content Engineer (CE) Performs • Content modeling • Metadata and Schema definitions • CMS platform configuration planning • Content author experience (AX) design • Content syndication and content API specifications • Technical requirements and development planning • Personalization and content targeting mapping • Schema, Markup, Metadata, Taxonomy Implementation
- 62. The Content Strategist is the CEO of content The Content Engineer is the CTO of content Content strategists and content engineers team up to lead the customer experience evolution. It takes teamwork.
- 65. The CE builds relationships across organizational silos, forging cooperation, strategy and resource planning to leverage content value across the board. The Content Strategist & Content Engineer Travel to Silos
- 66. The CE builds relationships across organizational silos, forging cooperation, strategy and resource planning to leverage content value across the board. The DMO Assembles the Parts to Work as a Single Organism
- 67. The CE builds relationships across organizational silos, forging cooperation, strategy and resource planning to leverage content value across the board. The Chief Digital Officer Leads the Process & Aligns Strategy
- 68. The CE builds relationships across organizational silos, forging cooperation, strategy and resource planning to leverage content value across the board. Even without a formal chief, anoint a leader & get moving
- 69. Teamwork works. This stuff is hard. It takes teamwork. You don’t want to be out on fields herding cats by yourself.
- 70. At least I am not Managing Digital Content!
- 71. Start Your Digital Transformation Engines. Attendees may receive the [A] eBook: Content Engineering for a Multi-Channel World Email Cruce at c@simplea.com, with subject “eBook Request” or simplea.com/ebook And, do follow @simpleAteam & @mrcruce .
- 72. BONUS ROUND
- 74. Structurally rich, semantically aware, automatically discoverable, reusable, reconfigurable, and adaptable. — The Intelligent Content Conference
- 75. Intelligent Content: Content broken into parts so it can meet the people that need it, when and where they need it. @mrcruce
- 77. Intelligent Content is a way to deliver the right content to the right customer at the right time in the right way on the right device.
- 78. Content with Schema.org Markup
- 79. Teamwork = Better Customer Experiences
- 80. Content Strategy + Content Engineering + the DMO Together we coordinate standards, schemas, taxonomy, content models, reuse, discovery and delivery mechanisms across all organizational silos. When done well, it’s as awesome as a Lizard playing a leaf guitar.
- 81. The Content Model • Presents all the different content types for a given project. • Defines content types, their elements, and how they relate. • Guides the design of content components, assemblies and linkages. • Illuminates what content to write or create, and how to input it into the CMS.
- 82. It all begins with a Content Model But what is a Content Model?
- 83. A content model is a representation of the types of content and their interdependent relationships.
- 87. How Does Content Adapt and Respond? Adaptive content: dynamically adapts content based on a customer’s clicking activity, interests, and context. Responsive interfaces: dynamically morph design and content containers to match the user device types.
- 91. BONUS ROUND 2
- 92. How to Cost-Justify Content Engineering • Improved sales lifecycle, sales performance, sales metrics, and sales channels • Improved customer satisfaction via personalization means more rewarding and relevant interactions. • Marketing and IT peacemaking: happier developers, happier marketers produce better work • Far more efficient development cycles and developer time investment
- 93. How to Cost-Justify Content Engineering • Efficiency of CEM license cost investment, more value for the money • Insurance policy for market relevance long-term. Intelligence will become mandatory. • Competitive market advantage by improving and exposing content assets across the enterprise, and connecting those assets with customers intelligently.
- 94. The Content Strategist & Content Engineer Mindsets CONTENT STRATEGISTS DEVELOP THE CONTENT, THE STRATEGY AND THE ROADMAP CONTENT ENGINEERS STRUCTURE CONTENT AND THE TECHNOLOGY THAT DELIVERS IT
- 95. ’’ “ A content engineer is one part creative director and one part data analyst. They use both the left side of their brain and the right ... Most importantly, they love data and use it to help plan, measure and optimize their content. They represent the evolution of content marketing, online marketing and inbound marketing. Erik Bratt Blogger and VP MarCom at Tealium.com “Why We All Need to Become Content Engineers,” at Inboundwriter.com
- 96. ’’ “Content engineering leads to happy teams and happier customers. @mrcruce
- 97. THE END
- 98. The Tragic Story of Digitalbridge A Project Gone Wrong
- 107. Cruce Saunders Information Development World Content Engineering — A Collaborative Development Approach 4:00 - 4:45 pm, Cascade Room (1st floor) Friday, Oct. 2, 2015 in San Jose, CA