Roland Benedetti Chief Product and Marketing Officer at eZ Systems presented at re\VISION NYC on December 12, 2016. He spoke about what role content plays in a successful omni-channel user experience strategy. Content is key for digital success, but the reality is content by itself is nothing. We need to connect the right content to the right users and engage them throughout the customer journey in a consistent, meaningful way. In this talk, Roland Benedetti will share ideas on how content management technology can help organizations succeed with their content across channels and he'll also share some pitfalls to avoid.

1. Modern Content Management
for Omni-Channel User Experiences
reVISION NYC | December 12th 2016

2. CONTENT IS KING

6. …really?

7. …really?

8. CONTENT IS KING
…really?

9. CONTENT CUSTOMER IS KING

10. www.ez.no
The Power Of Engaging Content

11. www.ez.no
The Power Of Engaging Content

12. www.ez.no
The Power Of Engaging Content
๏ Started 2007 as the “Brotherhood 2.0” videoblog
experiment
๏ Transformed into the Vlogbrothers Youtube channel
๏ Launched non-profit campaign “Project for Awesome”
๏ Created the nerdfighter.com website to support their
community
๏ In 2013, reach 1M subscribers on the channel
๏ An Evening of Awesome at Carnegie Hall with artist
๏ Google Hangout with president Obama
๏ Nerdfighter Kiva group 48,000 members and loaned
$5.3M
๏ Today 2.9M subscribers and 650M views on the
channel

13. www.ez.no
Channels for Customer Engagement
Which digital channels get the most engagement for your content?

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Prevent Breaks Along the Customer Journey

15. www.ez.no
Connecting Content and Users Beyond the Web

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The Objectives Of Content
๏ Beyond pure marketing objective of
building brand awareness and
generating Intention
๏ Across all departments
๏ At all stages of the customer lifecycle
๏ And obviously in all the related
channels

17. The Three Pillars Of Omni-Channel
Content Management Initiatives

18. CONTENT
STRATEGY
The Three Pillars Of Omni-Channel
Content Management Initiatives

19. CONTENT
STRATEGY
INFORMATION
ARCHITECTURE
The Three Pillars Of Omni-Channel
Content Management Initiatives

20. CONTENT
STRATEGY
CONTENT
INFORMATION
ARCHITECTURE
The Three Pillars Of Omni-Channel
Content Management Initiatives

21. www.ez.no
Requirements for your Content Platform?
A Channel-neutral
Centralized and Structured
Content Repository
• To structure your content so that it can adapt to different
use cases, and different channels
• To make sure your content is managed in one single
location to insure a consistent customer experience and
give you full control and security
• To anticipate on any forthcoming needs

22. www.ez.no
Requirements for Your Content Platform
Multichannel
Content Delivery
Capabilities
A Channel-neutral
Centralized and Structured
Content Repository
To deliver easily on common channels:
• Web, Mobile Web
• Social Networks & Content Aggregators
• eMail and Apps
• Internet of Things

23. www.ez.no
Requirements for Your Content Platform
Multichannel
Content Delivery
Capabilities
A Channel-neutral
Centralized and Structured
Content Repository
Intuitive and Efficient
Editorial Tools
To reach and insure
• Editorial productivity & comfort
• High quality content
• Agility and speed

24. www.ez.no
Requirements for Your Content Platform
Multichannel
Content Delivery
Capabilities
A Channel-neutral
Centralized and Structured
Content Repository
Intuitive and Efficient
Editorial Tools
Scalable Architecture,
Open APIs and Ability
to Customize and Extend
You are in the Software Business now!
• Integrate with any system
• Build your own digital experience
• Constantly innovate

25. www.ez.no
Requirements for Your Content Platform
Multichannel
Content Delivery
Capabilities
A Channel-neutral
Centralized and Structured
Content Repository
Intuitive and Efficient
Editorial Tools
Scalable Architecture,
Open APIs and Ability
to Customize and Extend

26. HAPPY
END USERS
EZPLATFORM
EZPLATFORMAPI
API
REPOSITORY
EZSTUDIO
DELIVERY
CONTENT
CREATORS
3RD PARTY
APLICATIONS
CONTENT
AS A SERVICE
DEVELOPERS
&DESIGNERS
BUSINESS LOGIC
USER
BEHAVIOR
Personalisering Analyse Marketing Automation

27. roland.benedetti@ez.no
www.ez.no
@rolandbenedetti
Thanks