Choosing the right team is often overlooked in this world of "shiny features" for CMSs. The process to choose the right CMS for the job is well worth the investment, but it's easy to get distracted, and forget that the people who lead your Content Team are equally, if not more important than the tools themselves.

1. You’ve Got the Tools, But Do
You Have the Team?
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Robert Rose (@Robert_Rose)
Scott Liewehr (@sliewehr)
May 16, 2013 | CMS Expo

2. About Digital Clarity Group
2
DCG helps business
leaders navigate the digital
transformation and create
competitive advantage from
disruption.

3. 3
The ideal…

4. 4

5. 5
The reality...

6. 6
You can’t buy that

7.  Defined goals, objectives, strategy, plan,
metrics
 Organizational alignment
 Team (internal and external)
 Process
 Technology
 Content
 More content
 Governance
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8. Chaos: The Real World of
content marketing and how
enterprises are making it up
as they go.
2.

11. Constant Engagement is an imperative
Constant Engagement is an imperative

12. So, what’s the challenge?
It’s a Change….
Human Capital Index – Corporate Culture Performance Kotter & Keskette

13. Sources of innovation
Systematic ProcessSwept Into It
Serendipitous
Replicated From
Previous Job!

14. Producing Engaging
Content
2012 Content Marketing challenges
Producing ContentMgmt Buy-In
Budget

15. So – what’s really going on?
So – what’s really going on?

16. So – what’s really going on?

17. How we buy content technology
We identify all the
shortcomings of our
system (real and
perceived)
We make a wish list to fit
the design of our new
presentation NOT our
new process.
We get demos from
vendors who show us all
the new stuff to
differentiate themselves.
Our
Wish
List
Vendor
New Stuff
All The Stuff
Our CMS
Doesn’t Do.

18. How we implement the same
The stuff we
don’t
understand.
We’ll wait for
phase 2 on
this
The rationalized the purchase
of the technology.
Our
Wish
List
Vendor
New Stuff
All The Stuff
Our CMS
Doesn’t Do.

19. All WCM’s fail
All WEM’s / SOE’s will fail too.
Smart Content Strategy & Good Technology
implementation – that enables CHANGE – is
what’s key.
How do we, as marketers, and content
strategists get to good implementation.
Conclusion:

22. Building the process

23. Building the process

25. It’s where most
content agencies start.
Google sez there’s
4 million ways to say
We listen to you...
We repeat it back...
We design it...
We develop it...
We help you maintain/measure it...

26. It’s time for marketing to step up
and YOU can be the catalyst
We must create and
communicate new processes
– anchored around an ability
to change.
Doesn’t matter whether it’s a
new WCMS, or WEM/CXM or
SOE
Deployment / implementation
is the critical factor.

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s all about the experience you’re creating

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Scott’s Law:
The more software you need, the less
important it is to your overall success
Think about it.

29. Elements of a successful
process
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Elements of success

30.  Enabling technology?
 Aligned philosophy?
 Inspiring trajectory?
 Partnership mentality?
When considering technology…

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When considering the team…

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Team = People. People are different. Duh.

33.  Empathetic to your needs?
 Capable and fluent?
 Consistent?
 Accountable?
 Fit?
Assembling the A-Team

34.  Strategy
 Voice of Customer
 Content strategy
 Copywriting
 Design
 Technology
 [Enterprise] technology
 Measurement / Optimization
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Essential skills

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Robert Rose | @Rober_Rose
Scott Liewehr | @sliewehr
Digital Clarity Group | @just_clarity