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You’ve Got the Tools, But Do You Have the Team?
Robert Rose (@Robert_Rose)Scott Liewehr (@sliewehr)May 16, 2013 | CMS Expo
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About Digital Clarity Group
DCG helps business leaders navigate the digital transformation and create competitive advantage from disruption.
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The ideal…
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The reality...
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You can’t buy that
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Defined goals, objectives, strategy, plan, metrics
Organizational alignment Team (internal and external) Process Technology Content More content Governance
Chaos: The Real World of content marketing and how enterprises are making it up as they go.
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Constant Engagement is an imperative
Constant Engagement is an imperative
So, what’s the challenge?
It’s a Change….
Human Capital Index – Corporate Culture Performance Kotter & Keskette
Sources of innovation
Systematic ProcessSwept Into It
Serendipitous
Replicated FromPrevious Job!
Producing EngagingContent
2012 Content Marketing challenges
Producing ContentMgmt Buy-In
Budget
So – what’s really going on?
So – what’s really going on?
So – what’s really going on?
How we buy content technology
We identify all the shortcomings of our system (real and perceived)
We make a wish list to fit the design of our new presentation NOT our new process.
We get demos from vendors who show us all the new stuff to differentiate themselves.
Our Wish List
Vendor New Stuff
All The StuffOur CMS Doesn’t Do.
How we implement the same
The stuff we don’t understand.
We’ll wait for phase 2 on this
The rationalized the purchase of the
technology.
Our Wish List
Vendor New Stuff
All The StuffOur CMS Doesn’t Do.
All WCM’s fail
All WEM’s / SOE’s will fail too.
Smart Content Strategy & Good Technology implementation – that enables CHANGE – is what’s key.
How do we, as marketers, and content strategists get to good implementation.
Conclusion:
Building the process
Building the process
It’s where mostcontent agencies start.
Google sez there’s 4 million ways to say
We listen to you...We repeat it back...We design it...We develop it...We help you maintain/measure it...
It’s time for marketing to step upand YOU can be the catalyst
We must create and communicate new processes – anchored around an ability to change.
Doesn’t matter whether it’s a new WCMS, or WEM/CXM or SOE
Deployment / implementation is the critical factor.
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It’s all about the experience you’re creating
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Scott’s Law:The more software you need, the less important it is to your overall success
Think about it.
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Elements of a successful process
Elements of success
Enabling technology?
Aligned philosophy?
Inspiring trajectory?
Partnership mentality?
When considering technology…
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When considering the team…
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Team = People. People are different. Duh.
Empathetic to your needs?
Capable and fluent?
Consistent?
Accountable?
Fit?
Assembling the A-Team
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Strategy Voice of Customer Content strategy Copywriting Design Technology [Enterprise] technology Measurement / Optimization
Essential skills
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Robert Rose | @Rober_Rose
Scott Liewehr | @sliewehr
Digital Clarity Group | @just_clarity