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Slides for my talk 'The Vision Gap: closing the gap between content strategy and content reality' at OMCap in Berlin.
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TextText@La_Pope brilliantnoise.com !
8 October 2014
The Vision Gap: closing the gap between content strategy and content reality
OMCap
Content strategy vs
content reality
Image by miclan42 | CC BY-SA 2.0
74% of organisations have a digital strategy but only 15% of executives felt they had the right skills to execute on it.
! Forrester, http://bit.ly/1usXlPb
“We always overestimate the change that will occur in the next two years and underestimate the change that will occur in the next ten.” Bill Gates
Image by TheAlieness GiselaGiardino²³ | CC BY-SA 2.0
NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW NOW
Present bias: we’d rather
have €100 now, than the
promise of €150 in a year.
Digital change comes in all directions…
Customer
Competitor Staff
Channels
Company
A warning from SEO…
Content shock: facing the
economics of supply & demand
Image by OregonDOT | CC BY 2.0
Campaigns > Programmes
Acquisition > Retention
Interruption > Engagement
Outputs > operations
Business needs > User needs
The Vision Gap in action
Campaigns > programmes = Vision Gap
Campaign mindset & budgets.
Image by avail | CC BY-ND 2.0
The funnel
Model first published Harvard Business Review
Bond
Advocate
Enjoy
Buy
Evaluate
Consider
The customer decision journey
Acquisition > retention = Vision Gap
“CMOs prioritise acquisition… only 20% prioritise retention.”
!
!
Cory Munchbach, Forrester
80% of your future profits will come from just 20% of your existing customers.
!Gartner, http://goo.gl/GYh0ok
Interruption > engagement = Vision Gap
“We've found effectively no correlation between social shares and people actually reading.”
Tony Haile, Chartbeat, http://bit.ly/1nAjp3v
“9 Out Of 10 Americans Are Completely Wrong About This Mind-Blowing Fact.” !“A Brave Fan Asks Patrick Stewart A Question He Doesn’t Usually Get And Is Given A Beautiful Answer.” !“His First 4 Sentences Are Interesting. The 5th Blew My Mind. And Made Me A Little Sick.”
“We've found effectively no correlation between social shares and people actually reading.”
Tony Haile, Chartbeat, http://bit.ly/1nAjp3v
Outputs > operations = Vision Gap
Business needs > user needs = Vision Gap
Content for customer experience
Enjoyable
Easy
Meets needs
Source: Forrester
End products are the exciting,
inspiring facade…
…but strategy and operations
are the foundations.
Emphasise the near-term.
Build a platform for long-term
change.
Image by ednl | CC BY 2.0
Questions?
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