Engagement-Centric Content Strategy

[fa icon="calendar"] May 15, 2017 10:35:00 AM / by Elizabeth Chaney

Elizabeth Chaney

Today’s digitally networked world re-defines our expectations for the definition and availability of content/information necessary to achieve a specific outcome.

Five years ago, a successful content strategy was primarily based on whether a specific website or document was discoverable via SEO. Today we want content to come to us that relevantly fits our task at hand and is suitable for what we need to see. Intelligence and dynamic delivery based on who we are and what we are doing is increasingly mandatory.

Some Content Logic

  • IF 31% of sales team time is spent searching for or creating content that works for their deal,
  • AND IF 70% of content is never used because it can’t be found when it is needed,
  • AND IF 84% of respondents in Docurated survey indicated that content discovery and utilization is the #1 area for sales productivity improvement
  • THEN A unified and intelligent content strategy that is automated to dynamically deliver the right content to the right person at the right time for the task at hand is essential and mandatory.

The Channel Partner Ecosystem Dilemma

Ensuring relevant content delivery in a channel partner ecosystem grows in complexity very quickly. With 4-6 different types of partners, 3 different program levels and access permissions, 5 different user roles, 3 different geographies, and 14 different languages, the ability to granularly deliver content intelligently and relevantly reaches a scale that is impossible to achieve without automated and infinitely dynamic intelligence.

A static website or static simplistic search can't keep pace. What’s required is a deliberate content structure that enables:

  1. Users to dynamically and continuously set preferences for content to come to them;
  2. A unified taxonomy that can span transactions and content delivery to achieve relevant content associations;
  3. An automated way to deliver the relevant translation version according to a user’s local language;
  4. An automated way to display only the content needed by different roles (so they don’t need to cut through the chaff to get to the wheat); and
  5. Can display only the content needed for a specific task in the deal, the campaign, or the promotion.

Do you know what your different partners need to be successful at the role level?

The foundation of any sustainable and scalable content strategy is a core understanding of partner needs – what do they need to work deals; to effectively generate leads from campaigns; to grow their partners’ business in their designated areas. A good content strategy is the essential ingredient of making it easy for the partner user to do business with you.

You should plan on capturing this knowledge through many avenues - through in-depth discussions, through analysis of their usage (or non-usage) of your portal environment in the context of their journey with your organization, through examination of their business aligned with how they use your portal. This knowledge is “north” on your content strategy compass – without it your content classification and curation structure could inhibit partner success rather than nurturing it.

Topics: Partner Portals, Channel, Partner Ecosystem, 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.