Architecting your Dream Content and Customer Experience ......Cathy McKnight VP Consulting...

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Cathy McKnight VP Consulting @cathymcknight Ecosphere Munich 2018 September 25, 2018 Architecting your Dream Content and Customer Experience House

Transcript of Architecting your Dream Content and Customer Experience ......Cathy McKnight VP Consulting...

Page 1: Architecting your Dream Content and Customer Experience ......Cathy McKnight VP Consulting @cathymcknight Ecosphere Munich 2018 September 25, 2018 Architecting your Dream Content and

Cathy McKnightVP Consulting @cathymcknight

Ecosphere Munich 2018September 25, 2018

Architecting your Dream Content and Customer Experience House

Page 2: Architecting your Dream Content and Customer Experience ......Cathy McKnight VP Consulting @cathymcknight Ecosphere Munich 2018 September 25, 2018 Architecting your Dream Content and

@CAT HYMCKNIGHT

VP Consu l t i ng

Adv iso r, P rob lem So lve r, Exp lo re r

CATHY MCKNIGHT

@CathyMcKnight | DigitalClarityGroup.com

Page 3: Architecting your Dream Content and Customer Experience ......Cathy McKnight VP Consulting @cathymcknight Ecosphere Munich 2018 September 25, 2018 Architecting your Dream Content and

Architecting your Dream Content and Customer Experience House

@CathyMcKnight | DigitalClarityGroup.com

Page 4: Architecting your Dream Content and Customer Experience ......Cathy McKnight VP Consulting @cathymcknight Ecosphere Munich 2018 September 25, 2018 Architecting your Dream Content and

Step 1: Know the Vision

@CathyMcKnight | DigitalClarityGroup.com

Page 5: Architecting your Dream Content and Customer Experience ......Cathy McKnight VP Consulting @cathymcknight Ecosphere Munich 2018 September 25, 2018 Architecting your Dream Content and

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Omni-channel strategy investment (PwC)

Page 6: Architecting your Dream Content and Customer Experience ......Cathy McKnight VP Consulting @cathymcknight Ecosphere Munich 2018 September 25, 2018 Architecting your Dream Content and

Why the house never gets built

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53%“small group”

serves entire co.

CMI & MarketingProfs 2016 Enterprise Content Marketing Study

36%have any formal

strategy

20%committed to the practice

57%unsure whatsuccess is

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Step 2: Architect the Vision

@CathyMcKnight | DigitalClarityGroup.com

Page 8: Architecting your Dream Content and Customer Experience ......Cathy McKnight VP Consulting @cathymcknight Ecosphere Munich 2018 September 25, 2018 Architecting your Dream Content and

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Definition of Architecture

The complex or carefully designed structure of something.

@CathyMcKnight | DigitalClarityGroup.com

Page 9: Architecting your Dream Content and Customer Experience ......Cathy McKnight VP Consulting @cathymcknight Ecosphere Munich 2018 September 25, 2018 Architecting your Dream Content and

Up to 70 percent of created content remains unused!

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Page 10: Architecting your Dream Content and Customer Experience ......Cathy McKnight VP Consulting @cathymcknight Ecosphere Munich 2018 September 25, 2018 Architecting your Dream Content and

Step 3: Design the Details

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Page 11: Architecting your Dream Content and Customer Experience ......Cathy McKnight VP Consulting @cathymcknight Ecosphere Munich 2018 September 25, 2018 Architecting your Dream Content and

The Devil is in the details

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Step 4: Build the Vision

@CathyMcKnight | DigitalClarityGroup.com

Page 13: Architecting your Dream Content and Customer Experience ......Cathy McKnight VP Consulting @cathymcknight Ecosphere Munich 2018 September 25, 2018 Architecting your Dream Content and

The Team matters!

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Page 14: Architecting your Dream Content and Customer Experience ......Cathy McKnight VP Consulting @cathymcknight Ecosphere Munich 2018 September 25, 2018 Architecting your Dream Content and

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Step 5: The Finishing Touches

@CathyMcKnight | DigitalClarityGroup.com

Page 15: Architecting your Dream Content and Customer Experience ......Cathy McKnight VP Consulting @cathymcknight Ecosphere Munich 2018 September 25, 2018 Architecting your Dream Content and

Attention to detail makes the difference.

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Page 16: Architecting your Dream Content and Customer Experience ......Cathy McKnight VP Consulting @cathymcknight Ecosphere Munich 2018 September 25, 2018 Architecting your Dream Content and

@CathyMcKnight | DigitalClarityGroup.com

1. Visions and goalsThere has to be a destination in mind.

2. Architect to design the structure of the experienceCan’t be designed to spec if you don’t have a vision and goals.

3. Designer to scale out the details of the experienceGreat doesn’t matter if the architecture isn’t right.

4. Builder to create and build the vision.Can’t build without the blueprints, design specs, and vision.

5. Finishing touches count.Can’t build without the blueprints, design specs, and vision.

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Thank you!Cathy McKnight

[email protected]@cathymcknight | @just_clarity

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