“How to Develop a Content Strategy that Works”

Editor's Notes

• #4: (real or implied- Kristina hadn’t written her book yet, and the intuition was here, but this is the story of the strategy that has evolved over time)Let’s take the journey
• #5: Dell.com is undergoing massive transformation, and this time, we’re doing it the right way. It starts with the content.Before I go on, though, I want to make sure that I am not providing any false impressionsI talk like we’re done, but we’ve really only just begun. We have critical mass, so you can see the impact today, but we have a long way to go, and dell.com is only the beginningIt’s not just my vision. There are hundreds of really smart people involved in this process, from technology selection, to UX design, to page template design, to many to call out. My focus is content. Content is my passion, and content touches all of these things. You might think that some pieces of this presentation belong in other places. You’re right!. The elements of content strategy are totally intermingled.
• #6: Dell.com was optimized to transact hardware salesThe solution sale is completely different, and ultimately happens offline
• #7: Commentary:NOTE: Facilitator – present the ScopeNOTE: Dell Executive – present the SPReE EffortNOTE: Facilitator – present the Buying ProcessSpend 10-15 minutes on this frameworkWe are leveraging the process mapping which has been done globally and other resources to get to this Buying Process and the Future ViewThis is the Draft process flow of the buying process from the customer’s perspectiveThis is a generic flow and is agnostic of the internal Dell sales processThis should be high enough level that it covers the general path of a buying process for most situations, especially the sale of technology/solutions/servicesThis is meant get them thinking before we cover the touch points in more detail in Section 4.0 and understand where their role primarily acts within this processAlso helps to frame questions in later sections the deckThe customer buying process was developed through a variety of sources and is aimed at showing a high-level view of a generic customer buying process for technology, services, and solutionsThe GREEN areas can be mapped back to the SPReE scope, while the BLUE areas may have only limited or no application to the Sales Process Re-Engineering effortConversation: Walk through the customer buying process as seen in this flow with a focus on the customer experienceMake the graphic real by walking through a basic example of the buying process (ex. buying a mouse, iPhone, corporate example, etc.)Ask participants if they think there are any high-level gaps in this conceptual flowQ) What types of purchases is each role responsible for?Q) Where do you see your roles aligning?Q) What roles do you interact with?If they ask about something – i.e. Contracting – relate to them that this is a Draft and ask them:“Where do you think it would be found?”Consider an example – i.e. buying a Computer Mouse.Definition of Areas:Idea - The customer has an idea for a solution. Search - The customer researches possible solutions, providers, and costs.Choose - After analyzing any available data and options, they will choose what to buy- or not to buy anything at all.Pay - The customer is ready to buy. An order and payment terms are submitted to a provider. Receive - The solution is received by customer per previously agreed terms with provider.Use - Customer begins to use their solution.Enhance - Post-sale activities such as education and modifi-cation, occur as customer choosesResolve - Ongoing post-sale relation-ship activities such as warranty, service and support, occur as needed by customer.
• #10: Commentary:NOTE: Facilitator – present the ScopeNOTE: Dell Executive – present the SPReE EffortNOTE: Facilitator – present the Buying ProcessSpend 10-15 minutes on this frameworkWe are leveraging the process mapping which has been done globally and other resources to get to this Buying Process and the Future ViewThis is the Draft process flow of the buying process from the customer’s perspectiveThis is a generic flow and is agnostic of the internal Dell sales processThis should be high enough level that it covers the general path of a buying process for most situations, especially the sale of technology/solutions/servicesThis is meant get them thinking before we cover the touch points in more detail in Section 4.0 and understand where their role primarily acts within this processAlso helps to frame questions in later sections the deckThe customer buying process was developed through a variety of sources and is aimed at showing a high-level view of a generic customer buying process for technology, services, and solutionsThe GREEN areas can be mapped back to the SPReE scope, while the BLUE areas may have only limited or no application to the Sales Process Re-Engineering effortConversation: Walk through the customer buying process as seen in this flow with a focus on the customer experienceMake the graphic real by walking through a basic example of the buying process (ex. buying a mouse, iPhone, corporate example, etc.)Ask participants if they think there are any high-level gaps in this conceptual flowQ) What types of purchases is each role responsible for?Q) Where do you see your roles aligning?Q) What roles do you interact with?If they ask about something – i.e. Contracting – relate to them that this is a Draft and ask them:“Where do you think it would be found?”Consider an example – i.e. buying a Computer Mouse.Definition of Areas:Idea - The customer has an idea for a solution. Search - The customer researches possible solutions, providers, and costs.Choose - After analyzing any available data and options, they will choose what to buy- or not to buy anything at all.Pay - The customer is ready to buy. An order and payment terms are submitted to a provider. Receive - The solution is received by customer per previously agreed terms with provider.Use - Customer begins to use their solution.Enhance - Post-sale activities such as education and modifi-cation, occur as customer choosesResolve - Ongoing post-sale relation-ship activities such as warranty, service and support, occur as needed by customer.
• #13: (real or implied- Kristina hadn’t written her book yet , so real or implied)Let’s take the journey
• #14: We asked our customers to group them- The results were insightful, but not as definitive as we would have hopedInsights Solution vs Service classification is frustrating as top-level nav lots of different ways to group information, very few clear majorities How they grouped them aligned woth their roles
• #20: How do you get 100000 employees to agree?
• #30: (real or implied- Kristina hadn’t written her book yet , so real or implied)Let’s take the journey
• #38: Let’s take the journey