1

AUGMENT YOUR CORPORATE CONTENT

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NIKOLETTA VECSEI HARROLD

TRANSAMERICA

2

•Introduction

•Content Strategy

•Who?

•What?

•How?

•Why?

•Questions

AGENDA ITEMS

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WHO AM I?

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@NIKSCHEN

CONTENTPOTLUCK.COM

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@NIKSCHEN

WHO ARE YOU?

Let’s learn something about YOU

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DO YOU WORK IN …?

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Marketing

Support

Professional Services

@NIKSCHEN

DO YOU WRITE CONTENT?

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YES

NO

I AM NOT SURE

@NIKSCHEN

SO IF YOU THINK…

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G – this is a total waste of my time, I am not in Marketing or

TechPubs… Stop right there and hang on….

SE’s, Customer Support, Implementation specialists and All

are invited!

@NIKSCHEN

9

LET’S GET TO THE FOUNDATION

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WORKSHEET – PART 1

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WHO?

CURRENT CONTENT OUTLETS?

• Knowledge Library (firewall protection?)

• Support/ Help Center

• GitHub

• Website/ Blog

• Social Media

• Community?

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WHO OWNS CONTENT?

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Traditional Content Developers

Digital & Product Marketing

Information Development

Product Management

Training

Knowledge Base Authors

Broaden the scope:

Professional Services

Customer Service

Sales Engineers

Evangelists

Engineers

@NIKSCHEN

WHO OWNS CONTENT?

13Not For Distribution. For Training Purposes only. Copyright © 2017

EVERYONE

@NIKSCHEN

WORKSHEET – PART 2

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@NIKSCHEN

WHAT?

WHAT QUALIFIES AS CONTENT?

• What are your ideas?

• Let’s share them in a group

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WHAT QUALIFIES AS CONTENT?

• White papers

• How to videos (created on your phone)

• Blog posts

• Tips/ Tricks

• Support tool kits

• Community comments/ replies

• Social media posts

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5 IDEAS TO GET YOU STARTED

• Mine your support queues

• Ask Me Anything

• Surveys/polls

• Keyword search reports

• Listen to what community members are asking about

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WORKSHEET – PART 3

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HOW?

WELCOME TO

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CONTENT POTLUCK

FIND YOUR CHAMPIONS

• Inventory current content owners

• Identify groups that have rich insights

• Who is passionate about customer experience?

• Identify barriers to entry

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OR

FIND YOUR MARKETING TEAM AND TELL

THEM ABOUT CONTENT POTLUCK AND

LET THEM DO THE HARD WORK

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WORKSHEET – PART 4

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WHY?/ RESULTS

GAINS FOR YOUR CUSTOMER• Real world, trusted content

• Diverse points of view

• Networking and career growth

• Rich variety of content types

• Platform to co-create

• Caveat: clearly mark corporate content.23Not For Distribution. For Training Purposes only. Copyright © 2017

@NIKSCHEN

GAINS FOR YOUR COMPANY• Grow content audience, community membership.

• Real-time feedback

• Sentiment analysis

• Gap and depth analysis

• Avoid duplication, build consistency

• Content investment ROI24Not For Distribution. For Training Purposes only. Copyright © 2017

@NIKSCHEN

RESULTS

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@NIKSCHEN

26

TECHNICAL BLOG

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50

Marketing video (view count in 30

days)

7,000

SE written blog post (view count in

30 days)*

Writing non-official, yet technical content

27

SUPPORT TICKET DRIVEN

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Mining your own support queue data

Find relevant/ easy to deflect cases and turn

them into How-to videos or blog posts

1,100 views

7 comments

HOW- TO VIDEO

12,000 views

18 comments

BLOG POST

28

SOCIAL REPURPOSING

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Hacker How To Series

Top performing content types:• Community discussions• Technical blog articles

5.3

AVERAGE ENGAGEMENT

PER TWEET

250%

~ENGAGEMENT PER TWEET

INCREASED BY

29

• HTML based content curation by

topic

• Cross departmental collaboration on

product launch content

• Removing firewall access

COLLABORATION

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30

• HTML based content (free of login)

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8,900

HTMLLIFETIME (VIEWS)

110

PDF/ PRINT

COMMUNITY PUBLICATION

31

QUESTIONS?

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32Add proper audience disclosure here.

THANK YOU!

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