The Content Governance Confessional · 01/05/2018 · SiriusDecisions State of B-to-B Content Study 2018 The State of B-to-B Content Study surveyed 162 content leaders across business

The Content Governance ConfessionalAbsolving Your Content Sins

Phyllis Davidson, Research Director, SiriusDecisions

May 8, 2018

© 2018 SiriusDecisions. All Rights Reserved

The Content Governance Confessional: Absolving Your Content Sins

Phyllis DavidsonResearch Director@PhyllisMusings

May 8, 2018

Confessions… …take many forms

SiriusPerspective:

4 © 2017 SiriusDecisions. All Rights Reserved@siriusdecisions

Confessions of Content Inconsistency CulpritsB-to-b organizations find up to 40 percent of their content is unusable, citing quality

and relevance issues* caused by out-of-date, invalid information cascaded across the inventory.

Sly Solo Operator

“There are already too many cooks in the content

kitchen – I’m going rogue.”

Technology Tenderfoot

“We don’t use the consistency

functionality in our existing

infrastructure.”

Lack-of-Change Agent

“We have no methods to cascade content changes.”

Brand Barbarian

“We’ve changed our logo, but I know

there are documents out there with the

old one.”

*Source: SiriusDecisions 2014 State of B-to-B Content Survey


Executive Summary• Key issues

• What you will walk away with

• Organizations struggle to manage content complexity and maintain consistency, putting the business at risk of degrading its brand

• Content governance – maintaining integrity, regulatory compliance and consistency of the brand and message – is now a priority for b-to-b organizations

• Effective content governance requires shared stakeholder goals and a documented strategy that combines standards, process and technology

• An understanding of the scope of content governance and key data about impact• Steps content leaders can deploy to implement formal content governance• A look at technologies and best practices supporting governance


Content Strategy and Operations: Priorities

Scope of Content Strategy and Operations

Content Factory Framework

Orchestrate and build audience-centric, high-quality and scalable content

assets that support marketing strategy,

programs and tactics.

Content Factory

Build a content strategy and

operations center of excellence and

upskilling cross-functional content

competencies.

Content Strategy and Operations

Functional Design and Development

Content Model

Content Management and

Technology

Implement and manage the cross-

functional processes and technology that drive best practice

content architecture, taxonomy, workflows,

and measurement.

Content Strategy Turbine

Create and implement a repeatable, rigorous

process to define comprehensive

content requirements to support effective

downstream creation decisions.

Strategic Content Planning

@siriusdecisions 7 © 2018 SiriusDecisions. All Rights Reserved

Content FactoryContent Strategy and Operations Functional Design and Development

The SiriusDecisions Content Model

This model is a best-in-class framework companies can adopt to optimize their end-to-end cross-functional content processes. It illustrates the key phases, stages, activities and deliverables that represent a best practice cross-functional b-to-b content supply chain.

Content Management and Technology



Content FactoryContent Strategy and Operations Functional Design and Development

The SiriusDecisions Scope of Content Strategy and Operations

This model defines the scope of today’s content strategy and operations function and what separates basic content practices from advanced ones. Measured,

governed and optimized

Formalizedand actively

monitored quality governance

Automated and standardized

Quality benchmarks and

KPIs

Process standardized Editorial oversight

Reactive process with some defined

steps

Brand and style guidelines

Ad hoc, reactive process Does not exist

Content Factory

Content Process

Quality Governance

Content Management and Technology


SiriusPerspective:


SiriusDecisions State of B-to-B Content Study 2018Reasons Content Goes Unused

Content Governance Is CriticalTo maximize content ROI, mitigate compliance risk and protect the brand, b-to-b

organizations need to formalize content governance.

Governance

•Quality•Consistency• Frequency•Visibility•Keyword

optimization•Compliance

Common Governance Challenges

ü Rogue content creates quality, consistency and compliance issues

ü Keyword optimization not formalized or strategic

ü Lack cross-functional process and status visibility

SiriusPerspective:


SiriusDecisions State of B-to-B Content Study 2018The State of B-to-B Content Study surveyed 162 content leaders across business and

professional services, software/hardware, IT, financial services, healthcare and advanced manufacturing.

Revenue Band

12%

12%

18%

8%

19%

13%

18%

>$10B

$2B-$10B

$750MM-$2B

$250MM-$750MM

$50MM-$250MM

$10MM-$50MM

$0 -$10MM

Job Role

CMO/ SVP/VP9%

Senior Director/ Director27%Senior

Manager/ Manager55%

Other9%

Content Responsibility

Content Operations 32%

Content Creation 67%

Content Strategyand Planning 78%

Content Activation 100%

Executive Strategy 79%

SiriusPerspective:


B-to-B Content Engine Maturity Only a small percentage of b-to-b organizations rate themselves as advanced across

the four pillars that fuel content engine performance, leaving many opportunities to optimize.

17%

20%

13%

10% Content strategy and planning

Content creation

Content activation

Content operations

Percentage of respondents who selected “advanced” as their level of competency in each of the four areas listed.

Source: SiriusDecisions State of B-to-B Content Study 2018

SiriusPerspective:


Documented Content StrategyBest-in-class organizations use documented content strategy plans to drive clarity

and alignment throughout the content lifecycle to ensure maximum quality, relevance and performance.

22%

46%

23%

6%1%0%

40%

20% 20% 20%

33%

50%

0% 0% 0%

Always Often Sometimes Rarely NeverAll Beginner Advanced

Question: How often do your marketing teams work from documented content strategy plans??


SiriusPerspective:


Documented Content StrategyBest-in-class organizations use documented content strategy plans to drive clarity

and alignment throughout the content lifecycle to ensure maximum quality, relevance and performance.


60%of beginner organizations

never, rarely or sometimes use a documented content strategy

83%of advanced organizations

always or often use a documented content strategy

SiriusPerspective:


Content Creation Service-Level AgreementsBest-in-class b-to-b marketing organizations have defined, documented and adhered-

to SLAs between cross-functional requestors and content creators within a centralized production team.

43%

30%

20%

50%

25%

0%

33%

17%

33%

No, we don't have SLAs Yes, we have them, but they are notenforced

Yes, we have them andadhere to them

All Beginner Advanced

Question: Does your b-to-b marketing organization have documented service-level agreements (SLAs) for content requests serviced through content production teams?

?


SiriusPerspective:


Content Creation Service-Level AgreementsBest-in-class b-to-b marketing organizations have defined, documented and adhered-

to SLAs between cross-functional requestors and content creators within a centralized production team.



don’t have contentcreation SLAs


do have content creation SLAs, but only 33% adhere to them

SiriusPerspective:


13%

13%

16%

18%

19%

21%

Low quality

No budget to translate

Difficult to adapt

Topic is irrelevant

Difficult to find

Users don’t know about it

All Advanced Beginner

Top Reasons for Content Not Being UsedFindability and relevance continue to be top issues for advanced and beginner b-to-b

marketing organizations, with a notable increase in reported translation budget constraints.

State of B-to-B Content 2018State of B-to-B Content 2014


Question: Please rank the reasons that marketing-created content goes unused in your organization today.

?

13%

5%

12%

29%

17%

25%

Low quality

No budget to translate

Difficult to adapt

Topic is irrelevant

Difficult to find

Users don’t know about it

All

SiriusPerspective:


Top Reasons for Content Not Being UsedFindability and relevance continue to be top issues for advanced and beginner b-to-b

marketing organizations, with a notable increase in reported translation budget constraints.


Top Three ReasonsContent Goes UnusedBeginner organizations

43% Findability

36% Quality/relevance

21% Customizability

Top Three ReasonsContent Goes UnusedAdvanced organizations

40% Findability

30% Quality/relevance

26% Customizability

SiriusPerspective:


Centralized Content LibraryBest-in-class marketing organizations audit, inventory and tag content assets and

consolidate them in a centralized content library to improve findability and governance.

44% 40%

68%

Yes, we have a centralized content libraryAll Beginner Advanced


Question: Does your marketing organization have one centralized global content library for all marketing-created content?

?

SiriusPerspective:


Centralized Content LibraryBest-in-class marketing organizations audit, inventory and tag content assets and

consolidate them in a centralized content library to improve findability and governance.


60%of beginner organizationsdon’t have a centralized

content library


have a centralizedcontent library

SiriusPerspective:


Universal TaxonomyLess than one-third of organizations use a universal taxonomy; however, those that

describe themselves as advanced are far more likely to have one in place.

35%

7%

17%

30%

20%

40%

67%

17%

Have/plan to have auniversal taxonomy

Universal taxonomybut out of date

Multiple taxonomiesbut not used consistently

No universaltaxonomy

All Beginner AdvancedSource: SiriusDecisions State of B-to-B Content Study 2018

Question: Does your marketing organization have a documented universal taxonomy that is used to tag and organize marketing content?

?

SiriusPerspective:


Universal TaxonomyLess than one-third of organizations use a universal taxonomy; however, those that

describe themselves as advanced are far more likely to have one in place.



have/plan to have a universal taxonomy in the next 12 months


have/plan to have a universal taxonomy in the next 12 months


Addressing Content Governance

SiriusPerspective:


Four Steps to Absolving Your Consistency SinsB-to-b organizations require a structured approach to address content consistency

issues and a process to ensure ongoing integrity.

Team

Team Charter

Make the case for a content governance

initiative to drive content integrity;

recruit team of impacted stakeholders

Assemble

Team

Functional Areas Risk

Conduct a risk assessment to

understand your organization’s

vulnerability and prioritize content

projects

Assess

Team

ContentArtifacts Technology

Audit content artifacts and technology

systems that author, store or activate

content

Audit

Team

Repeatable Process

Maintenance

Launch initiative to resolve challenges, determine points of integration, improve

and maintain

Act

Develop the plan Execute and manage the plan

Governance Crisis

Documented governance event that provokes action to address consistency issues

SiriusPerspective:


Assemble: Launching the InitiativeA comprehensive initiative focused on brand and content integrity includes executive

sponsorship, cross-functional team alignment, program scope and goals.

Relevant Teams

• Marketing• Product• Sales• Support• Customer Success• Finance• Operations

Content Components

• Brand attributes• Messaging• Editorial guidelines• Metadata• Industry terminology• Product specifications

and names• Product features

Program Parameters

• Program focus areas• Timeframe• Organizational

limitations• Recent brand/product

changes, acquisition

SiriusPerspective:


Assess: Content Integrity RiskB-to-b organizations can determine their greatest risk exposure related to content

integrity by assessing the content trail across the brand experience.

Marketing

• Web content, paid promotion

• Social content• Mobile experience• Partner promotion

Sales and Operations

• Personal emails from sales reps

• Phone and in-person meetings

• Purchase documents and process

Customer Support

• Support documents and communications

• Online and phone support

Customer Success

• Customer onboarding communications

• Product/service updates

• Upsell and cross-sell content

✕ Brand confusion✕ Compromised product/service

information✕ Poor digital experience

✕ Reduced viewer engagement✕ Broken service-level agreements✕ Reduced upsell potential✕ Lost business

The Brand ExperienceThe Risks and Impact

SiriusPerspective:


What Creates Customer Experience?Post-sale customer experience is made up of four components that allow companies

to define and sequence actions to support post-sale needs and goals.

The SiriusDecisions Customer Experience Design Framework

Lifecycle Stages and Timelines

The stages and timeline of the post-sale experience in which engagement is required

Customer Roles and Needs

Customer Roles and Needs

The customer personas and what they need to get value from their investment

Triggers and Interactions

Activities for delivering an ideal customer experience and signals for initiating them

Functions

The functions and roles for delivering and supporting the interactions across a customer experience

until youunderstand these.

It’s a waste of time to think about these…

SiriusPerspective:


Audit: Content ArtifactsPrioritize an audit of artifacts based on risk assessment of the growing content

volume and types created, used and optimized across multiple functions.

Insight Creation Activation Optimization

Marketing Sales and Operations Customer Support Customer Success

PollsSales

Presos

Quizzes

Infographics

Social Posts

Surveys Blogs

Sales

Scripts

Product Specs

AdsE-books

Videos

Webinars

Web Content

White Papers Support Docs

Contracts

Event Signage

Mobile

Apps Channel Content

ROI

StudiesBrochures

Customer Stories

Research

Topics

SiriusPerspective:



Audit: Utilizing Technology to Drive ConsistencyMany technology categories and systems span the content lifecycle, creating overlaps

in capabilities to address content integrity and confusion about what system is the single source of truth.

Sales Force Automation

Keyword Research

Social Intelligence

Creative Design Tools

Video

Content Display

Translation and Localization

Web Site Optimization

Sales Asset Management

Social Media Management

Web Content Management System

Intranet

Marketing Automation Platform

Digital Asset Management

Marketing Resource Management

Content Marketing Software

Business Intelligence/Analytics

Sales Force Automation

SEO

SiriusPerspective:



Audit: Selecting a Technology ApproachMultiple technology options for addressing content consistency challenges exist;

b-to-b organizations must choose the best approach to bridge governance needs and technology priorities.

Approach One: Single, Integrated PlatformUse one vendor to unify technologies and provide a single source of truth. Companies may leverage plug-ins and apps for added functionality.

Approach Two: Multiple Platforms Use features that enhance consistency via systems from multiple vendors. Ensure native APIs and integrations when selecting new technologies.

Approach Three: Point Solutions Add technologies that have a specialized capability not found in other platforms.

SiriusPerspective:


Act: Assembling the Content Penitence PlanOnce the audit is complete, the cross-functional team should collaborate on a plan to

address issues, coordinate goals and establish a timeline.

Dept.Assemble Assess Audit Act

Team Charter FunctionalAreas Risk Content

Artifacts Technology RepeatableProcess Maintenance

Marketing • Which teams and team members should be included?

• What are the cross-functional program goals, parameters and timing?

• Include goals, points of integration and overlap

• Core content types from each team

• Cross-team content• Risks to brand in the

context of content type (e.g. marketing collateral, sales presentation, customer experience)

• Actual content and location

• Technologies in use by each team

• Existing technology functionality, scalability within and across systems

• Supplemental technology needs

• Cross-functional and cross-system process flow proposed

• Key points of change from existing process

• Milestones• Maintenance planning• Communications and

training

Sales/Ops

Tech Support

CustomerSuccess

Other

31

INTEL’S STORY

32

324INTEL SOCIAL

HANDLES

715 INTEL

MICROSITESPORTALS FOR ONE SPECIFIC

USER JOURNEY

22+of digital content owned

by resources not specialized in digital

85%

Content Strategy Experience Expertise

233KINTEL.COM PAGES

Digital Experience Chaos

3232

Our Approach

33

Production Controls Governance Scale and Activate

TECHNOLOGY

Emerging Technologies to

34

Drive consistency in social media experience for our

audiences

Scale Consistency

Drive consistency in outbound content creation across

channels

35

Consistency in Social Media Experiences

Social media protection suite• Map and monitor your social footprint• Real-time policy enforcement to

combat spam, compliance and malicious content

Proactively flags the most egregious (1%) of inbound and outbound social media posts

36

Consistency in Outbound Content Creation

Advanced linguistics engine• Reads and analyzes content• Evaluates content for basic and

advanced heuristics

Relative content scores are flagged for resubmission on the basis of terminology, grammar, style and voice

@ k s c o t t r • # S D T e c h X@ k s c o t t r • # S D T e c h X 37

118INTEL SOCIAL

HANDLES

182INTEL

MICROSITES

195KINTEL.COM

PAGES

324INTEL SOCIAL

HANDLES

715 INTEL

MICROSITES

38MOBILE

APPS

233KINTEL.COM

PAGES

-16% -75% -64% -53%

Governance

Q2 ‘17

Q4 ‘15 Success Areas

90%+ Upstream engagement

$21M+ ROI

Formalized Company-Wide Collaboration

BUSINESS IMPACT

18MOBILE APPS

38

Key Takeaways

Activate With Technology

Embrace Governance

Identify and Prioritize


Action Items • Content strategy and operations• Activate functionality that supports governance

within current technology systems• Seek and leverage opportunities to cascade updates

and maintain a single version of the truth• Evaluate new technologies and integration of existing

technologies for better content governance• Scale initiative to include content from a wider range

of functions over time

• Other functions• Partner with content strategy and operations on

content governance initiatives • Ensure technology integrations and investments are

cross-functionally aligned and maintained

39



Documents

The Content Governance Confessional · 01/05/2018 · SiriusDecisions State of B-to-B Content Study 2018 The State of B-to-B Content Study surveyed 162 content leaders across business