Workshop Part 2: Creating the Future State: Enterprise Content Creation, Structure and Distribution
Learn how to plan and implement a future state of enterprise content creation, structure, management, and delivery for a modern technical resource center.
Traditionally, technical details about products and services were considered to be post-purchase content. Technical information — the stuff contained in owner’s manuals, user guides, and other instructional materials — was provided to consumers only after they purchased a product or service. However, that’s changing as companies recognize that prospects often search the web for technical content to make purchasing decisions.
Think of a technical resource center as an online, one-stop shop for information about your products and services. Over time, and done well, a technical resource center can help you grow your business by attracting prospects, while simultaneously working to support and build loyalty and trust with existing customers.
Presented November 27-28, 2018, at Quadrus Conference Center for Information Development World 2018.
4. Personalization is Key to Digital Experience
“I am a Network Engineer. How do I upgrade
the VM Storage Device in my HCI Platform
and connect it to the Device Manager?
USER INFORMATION:
CRM/SSO profile
Explicit preferences
Prior behavior
Geolocation
CLUSTERING
FILTERING
CLASSIFICATION
ENTITY EXTRACTION
PERSONALIZED RESPONSE
Entitlements and preferences
Search behavior and boosting
Content types
Content recommendations
Personal aggregation of
content
Announcements
Other call-to-actions (surveys,
knowledge contribution…)
NLU
NLP
5. Version
Control
Partners
Portal
Documentation
Portal
Developers
Portal
Support Portal
Knowledgebase
CRM / Case
management
Authoring
Tools
TechDocs
API Docs
Learning &
Training
Community
Posts
KB Articles
Dev Tools
Content Type Content flow Touchpoint
Translation
Management
.com siteWCM/DXM
Typical
Content
Ecosystem:
Current
State
CCMS
Version Control
Support KB
Static PDF
HTML
In-Product
help
Application
Community
UniversityLMS
Community
Platform
User
assistance
platforms
What Comes Next?
6. Support Portal /
Knowledgebase
CRM / Case
management
Authoring ToolsTechnical
documentation
API
documentation
Knowledge
articles
Authoring Tools
Content
type
Translation –
Localization
management
system
.com siteWCM/CXM/DXM
CCMS
Version Control
ECM
Support
Knowledge Base
CMS
UniversityLMS
Community
Community
Platform
Application
User assistance
platforms
Chat bot
Training &
Learning
Community
discussions
In-application
help
Support
tickets
Content
Ecosystem:
Future
State
Product content
orchestration and
personalization
platform
API
Content flow Touchpoint
[Orchestration]
Technical
Documentation
Portal
22. Summary of key requirements:
Content Ingestion
Support Structured
Topic-based
Content
Support localized
content
Support for video
and multi-media
content
Low migration effort
and costs
Support multiple
formats with
consistent
presentation
23. Dynamic Site
Navigation
Cloud-based online
and offline content
Search clustering and
personalization
Ease of configuration
without requiring IT
resources
In-product help
Summary of key requirements:
User Experience
24. Access to content
based on
entitlements and
SSO
Personalized
content
collections
On-demand PDF
generation
Allow for multiple
paths to arrive at the
desired content
Summary of key requirements:
Personalization
25. User ratings and
feedback
Analytics and
Reports
SME content
collaboration
Link to support and
case-management
systems
Branded UX
design
Summary of key requirements:
Engagement and Monetization
26. Integrated Technical Resource Center: The Results
Increased
Self-Service
Improved
Engagement
Increased
Productivity
→ 30% increase in case
deflection and
reduction in support
costs
→ 15% increase in
Customer Effort
Score (CES)
→ 37% increase in
organic search traffic
Available
Covers all functionality
Where you will be!
→ 5x content updates
→ 90% reduction in
content turnaround
Useful
Targeted to match
customer needs
→ 17% increase in
returning users
→ 10x more user
feedback
→ 23% increase in
average session
duration
More
Business
Engaging
Interactive and
personalized
experience
Findable
Search works, finds
what you need
Drives Business
BusinessValue
→ 4% increase in NPS
→ 15% increase CTA
conversion for organic
content promotion
→ 10x more impressions
Few companies cross this point
27. Pinpoint KPIs that decision
makers care about
Building your business case
Return on investments -
How to measure “success”
Outline the priorities of
your organization
Identify the decision makers in
your organization and “path to
success”
How do technical content
delivery platforms impact your
organization
Building a case and making a
compelling presentation
1. 2.
3.4.
5. 6.
Zoomin sees personalization as a key value to customers and a key differentiating part of our technology. Even when we don’t notice it, we’re all used to getting personalized experiences when we go to Google, Amazon, and any other modern web site. However, for some reason, when consuming support and product documentation, we tolerate with the fact that although the company knows a lot about us – it’s not trying to make our life easier by providing targeted experiences based on who I am and what interests me. If you and I will go to the Cisco support site and try to find information – we’ll see the same thing, regardless of what’s our role, which product we own, and what are the actions we have taken before.
So, when an end-user has a question, for example when they’re trying to configure a dashboard, Zoomin can leverage information known about this user to improve his experience. Based on whether the user is anonymous or logged in, we take information from the company’s single-sign-on, customer or employee catalog, the user’s own stated preferences, and past behavior. This information is funneled into a set of algorithms, which filter information the user is not supposed to see or that doesn’t interest him, and attempts to determine which profile the user best falls under and which other users are most like him.
Then, Zoomin provides that user an experience that is best suited for him: the user interface are different between users, the search results returned to you are different, content recommendations such as “Other people liked you also liked this..” or “Here are things we think you will find helpful”, personalized banners and marketing campaigns, and more.
The result – each user gets an experience which best suits them, increasing the chances of engagement and monetization.
Robust content ingestion
Consistency, personalization, and content re-use
Findable content delivered through an innovative user experience
Robust content ingestion
Consistency, personalization, and content re-use
Findable content delivered through an innovative user experience
The result is a significant utilization of the enterprise product content investment – Zoomin helps companies turn their content from useful – to findable, engaging and ultimately one that drives business.
Throughout that journey, Zoomin adds value to the different stakeholders, so that they are motivated to use it:
- USEFUL: Zoomin provides a highly available cloud platform which support continuous deployment of content, allowing the people who write and manage the content to easily publish content with little overhead and reducing content turnaround time.
FINDABLE: by ensuring customers have powerful search and SEO optimized experience, Zoomin helps companies improve self-service, reduce number of support cases and increase customer effort score.
ENGAGING: By providing customers with interactive features such as content recommendations, ability to contribute content and curate personalized content collections, Zoomin helps companies increase retention, promote user feedback and increase average session time.
And once all of that is done – the door to monetization is wide open..