Pashina - Digital Content Strategy: Lessons Learned from Translating Customer Insights into Relevant Content Experiences

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Digital Content Strategy
Lessons Learned from Translating Customer Insights into
Relevant Content Experiences
Irina Pashina
May 2017

SAP is the world leader in enterprise applications in terms of software and software-related service revenue.
Based on market capitalization, SAP is the world’s third largest independent software manufacturer.
SAP

SAP customers represent
98% of the top 100
most valued brands in
the world.

Our customers fly more
than 2.3 billion
of the world’s passengers.

Our customers
produce more than
77% of the world’s
beer.

Customer Experience and Content: two questions
How customer-centric is your organization?
What role does content strategy play in your organization?

Agenda
.
.
.
.
Audience / The Age of the Customer
Customer experience / Content
Best-in-class experience / Content strategy
Digital content strategy / Lesson learned
Q&A / All

The Age of the Customer
The average enterprise buyer’s journey is ~70% complete without human
intervention, with most interaction happening through digital, social, and
mobile.
“By 2020 customers will manage 85% of the relationship with an
enterprise without interacting with a human.”
“92% of consumers trust recommendations from other people over
brand content.”
Source: Gartner
Source: Nielsen

A best-in-class experience defines:
 Intent - Overall intent and business goals, including performance metrics
 User Insights - Tasks, information needs, personas
 Structure - Based on the corporate taxonomy, user needs and user flows
 Content - Content strategy based on user information needs and business goals
 Design - Visual design, interaction design and style framework in accordance with the brand
“64% of people think that customer experience is more important than price in their
choice of a brand. By 2020, customer experience will be the key brand differentiator.”
A relevant, consistent, and compelling experience is based on defining all these components.
Content strategy is an integral part of that.
Defining a Best-in-class Experience
Source: Gartner

Customer journey Content journey=
Content Shapes the Customer Experience
“9 out of 10 B2B buyers say online content has a moderate to major
effect on their purchasing decisions.”
Source: Lenati

Content shapes the customer experience and is a key differentiator.
A content strategy guides planning for the delivery of useful, usable content.
It defines how we use content to meet specific business objectives and satisfy users’ needs.*
Customer
information needs
SAP
business objectives
Relevant content defined by a content strategy
*Definition by Kristina Halvorson
What is Content Strategy ?

 A documented content strategy is a pre-requisite for content relevance
It defines what content to use, how, and at what point of the customer journey for the best audience impact.
 A content strategy helps ensure content quality and consistency
 A content strategy keeps the focus on business goals and increases content effectiveness
• B2B companies with a documented content marketing strategy are nearly 50% more effective than those without a strategy**
• Best-in-class organizations are enjoying five times higher revenue contribution from content efforts than their peers*
“ The best-in-class organizations are clearly not creating content on a
whim. They have a plan and are focused, demonstrating their proficiency.”
Why a Documented Content Strategy
* Aberdeen: The Future of Content Marketing
** 2016 B2B Content Marketing Trends
Aberdeen research shows that
best-in-class companies have a
documented content strategy and
a more data-driven approach to
their content.*

Digital Content Strategy: Lessons Learned
“What is this thing? What problem does it solve for companies?”
Source: user testing session, 2015
“This is exactly the information I need for my business case!”
Source: user testing session, 2016/17
Portfolio
Structure
Portfolio
Categories
Industry
SAP.com
Core Content

1. It’s about the user (and your objectives).
UX Methodology
Customer
ObjectivesCustomer Insights
SAP Strategy
Portfolio Strategy
SAP
Objectives
• Guiding Principle/ Tonality
• Content Guidance
• Design Guidance
• Call-to-Action
The purpose of each page
To achieve the defined purpose, the UX Guidance defines:

 Based on qualitative interviews with
customers and prospects in
professional user research
 Considers software purchase and
use globally
 Provides insights into on-premise
as well as cloud product purchase
The SAP Customer Experience map is a model that helps us better understand customers and prospects.
User Experience Strategy: user insights

User Experience Strategy: content
SAP Content Architecture FrameworkSAP Customer Experience Map
Content Architecture Framework (CAF) – the foundation for relevant content

UX Guidance balances customer and SAP objectives
When researching
software, a customer
wants to find Information
on software's capabilities
A customer asks:
How does it look?
How does it work?
What does the
software do? Content Guidelines:
Tie business needs to software
Make clear what the software is about
Design Guidelines:
Product Images
Guiding Principle /
Focus on …
Software is the hero
Desired Action:
What do we want
the user to do?
1
2
4
5
6
3
Customer Experience Map UX Strategy UX Guidelines
User Experience Strategy: methodology

2. Good content experience requires a multi-disciplinary approach.
A best-in-class experience is based on :
A relevant, consistent, and compelling experience is based on defining all these
components. Content strategy is an integral part of that.
 Intent - Overall intent and business goals, including performance metrics
 User Insights - Tasks, information needs, personas
 Structure - Based on the corporate taxonomy, user needs and user flows
 Content - Content strategy based on user information needs and business goals
 Design - Visual design, interaction design and style framework in accordance with the SAP brand

Impactful
Content
3. Treat content as a business asset.
Who is it for?
What’s the purpose?
What’s the impact?

4. Document, document, document.
“The best-in-class organizations are clearly not creating
content on a whim. They have a plan and are focused,
demonstrating their proficiency.”
Aberdeen research

Documented UX strategy
The documented UX guidance is a one-stop
providing all relevant information to build a
best-in-class digital experience on SAP.com.
It brings structure, content and design
together to enable the teams to build a
powerful experience for the user.

5. Be prepared to face resistance (aka change management).
Lowered productivity
Turnover of valued employees
Debate & discussion about the need or will for change
People revert to the old ways
Active resistance
Passive resistance
Workarounds spring up

6. Listen, learn, improve.
2014 2015 2016 2017
Qualitative Research Interviews
(75min each) with customers and prospects
in various industries and company sizes.
Remote Usability Testing sessions
with deep dives on content and structure.
Users provided feedback in
quantitative surveys and online
card sorting exercises that helped
shape the new structure and
experience.
Stakeholder communication and management

Digital content strategy: lessons learned
1
2
3
4
It’s about the user (and your objectives).
Good content experience requires a multi-disciplinary approach.
Treat content as a business asset.
Document, document, document.
Be prepared to face resistance (aka change management).
Listen, learn, improve.
5
6

Q&A
Irina Pashina
@irinapashina
Senior Director, Customer Experience and Content Strategy
UX & Strategy
SAP SE

Thank you!
Irina Pashina
@irinapashina
Senior Director, Customer Experience and Content Strategy
UX & Strategy
SAP SE

Pashina - Digital Content Strategy: Lessons Learned from Translating Customer Insights into Relevant Content Experiences

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