GENERATING REVENUE:THE HIDDEN CONNECTION BETWEEN CONTENT AND PRODUCT STRATEGIESEeshita Grover

ABOUT THE SPEAKER

Eeshita Grover is an experienced professional of 18+ years with a career equally

divided across leading and teaching content creation and delivery teams.

Eeshita has been with Cisco for the past 11+ years building and driving

innovative content strategies for cutting edge products with an emphasis on

delivery for digital portals, mobile web, and video. Eeshita has led content

design using DITA for the various content types and their presentation for ease of

use. Her passion lies in driving teams to innovative goals and evolving mindsets.

GENERATING REVENUE: THE HIDDEN CONNECTION BETWEEN CONTENT

AND PRODUCT STRATEGIESIn our session today, we will discuss:

• Product strategy and Content Strategy

• What ties them together? The consumer, end user

• Generating revenue

• What’s next?

ABOUT YOURSELF

Share with us…• What’s on your mind? • What brings you here?

PRODUCT STRATEGY

WHAT IS PRODUCT STRATEGY?• Foundation of the product life-cycle

• Roadmap – the execution plan for product development

• Allows the business to zero in on specific target audiences

• Draws focus on the product and consumer attributes

COMPONENTS OF PRODUCT STRATEGY

MarketResearch

Positioning

TargetMarket

CompetitiveAnalysis

• Persona analysis• User experience• Customer Journey

• Budget• Metrics

Product Strategy

Market Research

Target Market

Positioning

Competitive Analysis

Market Strategy

Budget

Metrics

User, Audience, Consumer

ProductStrategy

ContentStrategy

User,Audience

WHEN WE CREATE CONTENT,

IDENTIFICATION OF CONSUMERS IS KEY

IDENTIFYING THE CONSUMERPersona Analysis

User Experience

Customer Journey

PERSONA ANALYSIS

• Identifying key segments of the product’s consumers

• Provides insight into the user’s motivations and pain points

• Content and personas are aligned with the stages of the buying cycle to

help identify the type of content best suited for each situation.

USER EXPERIENCE

• Covers a broad spectrum of the user’s involvement with the product

• Important aspects include:

• User interface design

• Support staff

• Increasing the product scope in line with user asks

CUSTOMER JOURNEY

Mapping a customer journey illustrates the steps your customer(s) go through

in engaging with your company, whether it be a product, an online

experience, retail experience, or a service, or any combination. (www.hbr.org)

• Actions – What is the customer doing at each stage? What actions are they

taking to move themselves on to the next stage?

• Motivations – Why is the customer motivated to keep going to the next

stage? What emotions are they feeling? Why do they care?

CUSTOMER JOURNEY

• Questions – What are the uncertainties, jargon, or other issues preventing the

customer from moving to the next stage?

• Barriers – What structural, process, cost, implementation, or other barriers

stand in the way of moving on to the next stage?

CONTENT STRATEGY

CONTENT – THE ’OTHER’ TANGIBLE

Because content is a tangible asset that accompanies the

product

CONTENT STRATEGY

• Content strategy refers to the planning, development, and management of content—written or in other media. (Wikipedia)

• Product strategy components that contribute to content strategy are:• Product Roadmaps – provide product direction

• Industry Trends – market and industry shifts

• Market Share

• Competitors – How are they doing content? How can we do that and better?

• Customer asks

• Age of the product – new product vs. mature product

COMPONENTSOFCONTENTSTRATEGY

• Product/technology subject matter expertise, content expertise

• Product lifecycle, content lifecycle

• Major release vs. minor release

• First customer sale vs. established product

• Product strategy, content strategy

• New product vs. mature product

• New technology vs. mature technology

COMPONENTSOFCONTENTSTRATEGY

• Building content as a business asset

• Content plan – includes user content, social media strategy, channel

content

• Identifying key stakeholders

• Milestones and deadlines

• Tools availability

• Creating availability of the content

CONTENT AUDIT• Inventory – collection and recording

• Audit – Analysis of content. Categorize content as:

• Maintain – content that should be kept as is

• Rewrite – needs to be worked on

• Archive/Remove

• Merge – add to existing content

• Gap Analysis

• Build consensus and buy-in – ensure that your stakeholders understand your

plans and are onboard

Information Architecture•Taxonomy•Structure•Metadata•Reuse

Alignment with business processes•Compliance•Certifications

Style Consistency•Text •Media

Metrics•Customer Sat•Feedback/Social Media

•Web Analytics•Cost

Subject Matter Sources•Development•Marketing•Sales•SupportContent

Audit

CONTENT AUDIT

THE CONSUMER, END USER

TWO TYPES OF CONSUMERS

• Business to business

• Business to customer

DIFFERENT CONTENT NEEDS

Business to Business

• Explicit handle over audience

expertise

• Structured buying

methodologies

• Business needs drive rate of

adoption

Business to Customer

• Difficult to define a benchmark

for expertise

• Life event based buying

• Personal needs drive rate of

adoption

DIFFERENT CONTENT NEEDS

Business to Business

• Lower need for customized

content

• Higher potential for content

reuse

• High impact of user experience

and customer satisfaction

Business to Customer

• Higher need for customized

content

• Lower potential for content

reuse

• High impact of user experience

and customer satisfaction

CUSTOMIZATION

GENERATING REVENUE

J CUSTOMERS = REVENUE

• Customer expectations vs perception• Likelihood to recommend to friends• Customer experience vs ideal experience• Affective and cognitive satisfaction• Repeat purchase intention• Overall satisfaction

CONTENT MARKETING

Content marketing is a strategic marketing approach focused on creating

and distributing valuable, relevant, and consistent content to attract and

retain a clearly-defined audience — and, ultimately, to drive profitable

customer action. (Content Marketing Institute)

KPIs OF CONTENT MARKETING

• Page visits

• Dwell time

• Inbound links

• Social media shares

• Cost per click

• Cost per lead

• Influence decision makers

WHAT’S NEXT?

RECOMMENDED TOOLS

• Hootsuite – Assists in monitoring multiple social media sites

• Crimson Hexagon – Collects social media analytics

• Clarabridge – Customer experience management

• Curata – Content marketing platform to grow leads and revenue

THANK YOUEeshita Grover

egrover@cisco.com