Breaking Through Content Silos: Aligning Your Content Across Departments
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Transcript of Breaking Through Content Silos: Aligning Your Content Across Departments
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Breaking through Content Silos
Laurel Nicholes Director, Product Content Experience, F5 Networks Niki Vecsei Harrold Director, Community Strategy and Social Media, Transamerica
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Agenda
1.Workforce Silos
2.Content Silos
3.Problem to solve
4.Content Potluck, defined
5.Getting Executive Buy-in
6. Find your Champions7.How does Content Potluck work?
8. Gains for you and your audience9. Success Stories10.Best Practices
Breaking through Content Silos
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Workforce Silos
Breaking through Content Silos
• No longer an issue limited to enterprise sized companies
• Silos grow because the need for speed trumps the need for knowledge sharing.
• Which teams are effected most?
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Content Silos
Breaking through Content Silos
• Workforce silos create content silos
• Redundancies, misalignments on vocabulary, tone of voice, brand elements etc.
• Customers don’t care who wrote what, they care that their problem will get solved.
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Problem to solve….
Breaking through Content Silos
51% of companies surveyed do not
ensure consistent
content across channels.
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Why?
Breaking through Content Silos
• No unified content strategy (42%)
• Tool chains don’t connect
(41%)
• Manual Terminology management (71%)
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Content Potluck
Breaking through Content Silos
● Interlock between siloed teams.
● Mine your own content.
● Enterprise-wide content ideas
● Content managed from a centralized location
● No one can hide!
● Social Media
promotion
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Results?
Breaking through Content Silos
● A rich assortment of
content
● Support for different
information foraging styles.
● Team and strategy is unified,
but content format is
diverse.
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Solve the problem
Breaking through Content Silos
A single forum can address:
● Unified Content Strategy○ Common content goals
○ Audience identification techniques
● Disconnected Tools○ The current state
○ A roadmap forward
○ Build enterprise solutions together
● Terminology
○ Collaborative term definitions
○ Terminology compliance automation
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Executive Buy In
Breaking through Content Silos
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Find your Champions
Breaking through Content Silos
● Inventory current content owners
● Identify groups that have rich insights
● Who is passionate about
customer experience?
● Identify barriers to entry
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The right talent
Breaking through Content Silos
The best contributors:
• Understood the audience• Created content that helped solve a
problem
Identify the profile or profiles of an
ideal content contributor regardless
of their “official” function or title.
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The right profile
Breaking through Content Silos
Every community needs a wide variety of content creators, but they should share some key characteristics:
• Show a passion for connecting with customers
• Display deep interest in how our customers experience
our product or service• They want to learn as much as they want to share
knowledge• Have empathy for customer problems and a desire to
help
• Understand that helping one person online can
organically scale to deflect hundreds maybe even
thousands of identical support cases.
• See community/content participation as a career
advancement opportunity.
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Get them to the table
Breaking through Content Silos
In these gatherings (preferably over lunch or breakfast) we discuss:
• Content projects in flight, by team.• Content types currently in production• Publication dates, so we are constantly offering a
steady stream of content to our customers.• Themes from customer support, customer visits,
and community forums to spark new content project ideas.
• Customer feedback from social media, communities and content portals.
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A list to get you started
Breaking through Content Silos
Traditional Content Developers
● Digital & Product Marketing
● Information Development
● Product Management
● Training
● Knowledge Base Authors
Broaden the scope:
● Professional Services
● Customer Service
● Sales Engineers
● Evangelists
● Engineers
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How the Potluck works
Breaking through Content Silos
● No slides!● Discuss:○ Projects in flight.○ SR themes
● Build an editorial calendar.● Identify gaps and solutions.
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Interlock Agenda
Breaking through Content Silos
▪ Set goals
▪ Track attendance
▪ Share and engage
▪ Assign action items
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Editorial Calendar
Breaking through Content Silos
● Color coded by content type
● Assigned to owners
● Hard delivery date with reminders
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Gains for the customer:
Breaking through Content Silos
● Real world, trusted content
● Diverse points of view
● Networking and career growth
● Rich variety of content types
● Platform to co-create
● Caveat: clearly mark corporate content.
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Gains for you:
Breaking through Content Silos
- Grow content audience, community
membership.
- Real-time feedback
- Sentiment analysis
- Gap and depth analysis
- Avoid duplication, build consistency
- Content investment ROI
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Proving Success: Content Potluck
Breaking through Content Silos
Content metrics:
● Unique views
● Time on page
● Video views
● Most liked (Kudoed)
● Content or author
● Traffic referral source
Community:
● Change in returning vs. new visitors to site
● Traffic pattern within the community
● Depth of conversation threads
● Questions resolved by peers or SME’s
● Time to resolution
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Success Metrics:
Breaking through Content Silos
Uptime Bulletin (pdf) to HTML: 111 views to 8,901 views
Marketing video: 50 views vs. SME blog post: 10,005 views
Social Media Sharing: 250% growth in engagement (raising 5.3x per post)
AMA thread on average 4,053 views vs. regular pages ~2256
views (~80% growth)
KP referrals are 3x likely to register on the community than other sources
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Best practices for Content Potluck:
Breaking through Content Silos
▪ Find diverse group of Champions
▪ Keep Champions engaged
▪ Keep the meeting periodical
▪ Share feedback on success and failure with the Interlock Group
▪ Identify rewards for participating
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Contact us on
social media or
Contentpotluck.com
Breaking through Content Silos
Do you have stories
or projects to share
about breaking
down silos?
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Thank you for your attention!
Nikoletta Vecsei Harrold
Director, Communities Strategy and
Social Media, Transamerica
@Nikschen
https://www.linkedin.com/in/nikolett
avecsei
Laurel Nicholes
Director, Tech Comms Services,
F5 Networks
@LaurelNicholes
https://www.linkedin.com/in/laurelni
choles
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Appendix
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Champion
EngagementMBO’d & RecognitionBadgesUser MeetupsSuper User programsAMA sessionsTweet Chat Facebook LiveBlogs
Champion Engagement
Breaking through Content
Silos
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Use All the
Content
Now What? Syndicate your content for better exposure:
● Social Media
● Communities
● Webcasts/ Webinars
● Customer Meetings
● Channel/ Partner marketing
● Intranet/ Internal Wiki
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Insert information about you/your brand we will design it if needed