This was my keynote presentation at this year's ContentTech virtual event. It talks through the layered approach to technology strategy to help de-silo content, marketing and the digital technology teams. It ends with a selection process.
We can’t help it… we’re born this way.
“Organizations that design
systems are constrained
to produce designs which
are copies of the
structures of these
- Conway’s Law
We design strategy
not by where we want to go,
but rather where the
capabilities of technology tell
us we can go.
the result - technology
“Why do we have to use
the enterprise CMS to
manage the blogs?”
“What do you mean
GDPR and privacy
concerns? Sales needs
IT (Technogy) is a land of “no”
and continually struggles for
stability and usage of
MARKETING struggles to move
fast, routes around IT and is in
the result - content strategy
We should be trying to
move content creation as
close to the customer as
we possibly can!
Centralizing a content strategy
tries to pull the creation and
management of content as far
inside as possible, to limit the
number of creators, managers
A layered approach that helps
us to become agile, move the
customer experience creation
as close to the customer as
possible, while we maintain
the balance of scale and
1. Experience Management:
Awareness & Introduction
2. Engagement & Relationships
3. Intelligence & Insight
Core Data Management
4. Shared Values & Expectations
Content-driven experiences are today’s
“media buy”; flexible, lightweight & even
Focus: speed, ease of implementation &
Tech team should be worried least
about this layer
Shared Vision: Must have the ability to
communicate to optimization and
awareness & introduction
$1 Trillion under management.
Digital magazine is focused on inspiring
subscribers – learning.
The “gateway into CG’s philosophy.”
The audience IS the asset they are building.
Technology – started light but sophisticated.
The ability to connect subscribers into insight
and content consumption -
NOW moving into the next layer…
Focus: optimization of content
experiences for delight and conversion
Process and data collection capabilities
are needed here
Measure twice and cut once
Marketing must be careful to know
process intimately here. More
consideration to workflow, data and
engagement & relationships
$7 billion - medical devices company
New owned media thought leadership to HCP’s
Delivery of core data, content consumption and
data-enriched leads to sales.
Help and integration with other learning
platforms already in place.
Technology – enterprise CMS, with added
marketing automation and API’s into LMS
NOW moving into the next layer…
Conversation should be focused on
delighting known audiences and delivery of
consistent, effective scale
Cross-functional data usage is a must here.
Careful attention to use of data and dynamic
presentation of content-driven experiences
to create easy, valuable experience for
Tech and Marketing MUST walk hand in
hand here, driven by integration
intelligence & insight
Less a focused conversation and
instead – an attribute of the other
IT must beyond the “we already
have a tool for that” and marketing
must move beyond “I need it
It’s not just understanding each
other’s strategy, it’s developing a
one cohesive understanding
shared values - exceeding expectations
1. Validate Your Need - Yes, Really.
2. Compile Your Business Requirements.
3. Determine Focal Needs (the layered discussion).
4. Create Your Technology Shortlist - More than 5? Go back to 3.
5. Create A Service Provider List (yup, you’re not the experts).
6. Conduct Information Exchanges (yes, before the RFP).
7. Conduct RFP - Scenario Based.
8. Proof of Concept (depending on level).
9. Choice will be obvious.
How to begin…