Solving the global content challenge, by Jonathan Whiteside
75% of customers expect a consistent and relevant experience no matter where they engage, regardless of what:
Now throw in globalization. It needs to be intelligent, automated, engaging, personal, and also local.
Make Content a Digital Supply Chain
Manufacture something, ship it to the consumer, and then optimize based on consumer feedback.
- Create and maintain customer relations
- Translate digital experiences into revenue
- Get it across different journeys
Why do you need it? So that you can have…
- Staff efficiency
- Customer engagements
- Improved performance
- IT savings
- Cost optimization
People, Process, and Technology
How can we transform people, process, and technology?
- People: Empower people to be excellent
- Process: Enable organizational excellence
- Technology: Implement the right tools to address specific issues
Need to move from ad-hoc to repeatable to autonomous to optimized processes. We need to get to the point where we’re learning from our actions and improving.
6 Parameters of Global Content Operation
There are 6 Parameters of a Global Content Operation. You need to determine how your content is impacted by:
- Market: Local or global?
- Organization: Distributed or centralized?
- Product: Short or long?
- Governance: Strict or relaxed?
- Automation: Machine or human?
- Relevance: Personal or universal?
Example: Jonathan’s team created a toolkit of features, content, and design templates. Then they allowed marketing to build sites and pages based on their needs. This had:
- Market: Global
- Organization: Distributed
- Product: Short
- Governance: Strict
- Automation: Machine
- Relevance: Universal?
They were able to get a 2M operational cost savings in the first year. All they needed were core assets and messaging with a solid process.
- Standardization doesn’t have to restrict creativity
- Translation management provided acceleration
- API-based approaches provided flexibility
- Choose a high profile initial (lighthouse) project