Beyond Content Portals, it’s About Enabling a Context-Enriched Dialog

[fa icon="calendar"] Aug 16, 2017 10:00:00 AM / by Elizabeth Chaney

Elizabeth Chaney

We typically think of content strategy in the context of websites or e-commerce transactions.

In these instances the typical use case is oriented towards enabling a content consumer to find what they need, and to trigger browsing behavior towards expanding their purchase or their awareness of related items. This works well and delivers satisfactory value in traditional business-to-business and business-to-consumer business models.

With the advent of content everywhere on mobile devices combined with intelligent experience delivery platforms such as Webinfinity, content strategy expands into a dynamically choreographed content stream designed to engage and enable a person-to-person business approach. Content strategy becomes a dynamic experience as a service, rather than a static structure independent of time, person and place. Doesn’t this dynamic P2P approach make much more sense to enable continuous engagement in a complex partner ecosystem?

To achieve this it’s critical -

  • To understand where a specific partner account is in their journey with you … and where a specific partner user is in their journey with their own partner company.
  • To incorporate timeframe tagging into your content taxonomy.
  • To deliver just enough of the right content to satisfy different partner user types information needs at each stage of the journey. Less is more… more is less engaging.
  • To enable the above with an experience-as-a-service platform (eXaaS) that can automatically and intelligently deliver the content, transaction records, and personal collaboration touchpoints to achieve success for both the partner and the vendor … AT SCALE.

Let’s look at some examples

… In onboarding a new partner, it would be more engaging to collect partner information in small chunks, intelligently responding with the delivery of enticing and motivating partner program information at both the company and user role level.

… In working with a new partner, content shared for initial business planning purposes through a more personal touch collaboration with a “partner account manager” captures more attention than if the partner needs to search. And yes, that could be a real person or a real collaboration process enabled by the system.

… While having a resource library of different types of content might be useful for reference, for engagement it’s much better to directly associate valuable smaller collections of content with a deal, campaign or promotion.

Think about your content strategy. Does it enable a person-to-person digital dialog with each of your individual partners?

Topics: Personalized Experience, Partner Ecosystem, Partner Communities, Content

Elizabeth Chaney

Written by Elizabeth Chaney

I work with businesses marketing directly to consumers, or those looking to forge tighter relationships with other businesses, large, medium or small.