architecting your dream content and customer experience house · 2018-10-02 · cathy mcknight. vp...
TRANSCRIPT
Cathy McKnightVP Consulting @cathymcknight
Ecosphere Munich 2018September 25, 2018
Architecting your Dream Content and Customer Experience House
@CAT HYMCKNIGHT
VP Consu l t i ng
Adv iso r, P rob lem So lve r, Exp lo re r
CATHY MCKNIGHT
@CathyMcKnight | DigitalClarityGroup.com
Architecting your Dream Content and Customer Experience House
@CathyMcKnight | DigitalClarityGroup.com
Step 1: Know the Vision
@CathyMcKnight | DigitalClarityGroup.com
5@CathyMcKnight | DigitalClarityGroup.com
Omni-channel strategy investment (PwC)
Why the house never gets built
6@CathyMcKnight | DigitalClarityGroup.com
53%“small group”
serves entire co.
CMI & MarketingProfs 2016 Enterprise Content Marketing Study
36%have any formal
strategy
20%committed to the practice
57%unsure whatsuccess is
7
Step 2: Architect the Vision
@CathyMcKnight | DigitalClarityGroup.com
8
Definition of Architecture
The complex or carefully designed structure of something.
@CathyMcKnight | DigitalClarityGroup.com
Up to 70 percent of created content remains unused!
9@CathyMcKnight | DigitalClarityGroup.com
Step 3: Design the Details
10@CathyMcKnight | DigitalClarityGroup.com
The Devil is in the details
11@CathyMcKnight | DigitalClarityGroup.com
12
Step 4: Build the Vision
@CathyMcKnight | DigitalClarityGroup.com
The Team matters!
13@CathyMcKnight | DigitalClarityGroup.com
14
Step 5: The Finishing Touches
@CathyMcKnight | DigitalClarityGroup.com
Attention to detail makes the difference.
15@CathyMcKnight | DigitalClarityGroup.com
@CathyMcKnight | DigitalClarityGroup.com
1. Visions and goalsThere has to be a destination in mind.
2. Architect to design the structure of the experienceCan’t be designed to spec if you don’t have a vision and goals.
3. Designer to scale out the details of the experienceGreat doesn’t matter if the architecture isn’t right.
4. Builder to create and build the vision.Can’t build without the blueprints, design specs, and vision.
5. Finishing touches count.Can’t build without the blueprints, design specs, and vision.