CONSISTENCY IN ALL DIMENSIONS - Contentserv€¦ · Coca Cola Example of content strategy Coca-Cola...

CS VISION

White Paper

CONSISTENCY IN ALL DIMENSIONS Content engineering for the marketing of the future

Consistency in all dimensions – Content engineering for the marketing of the future2

„Marketing used to be about creating a myth and selling, it’s now about finding a truth and sharing it.“

Marc Mathieu, Director Marketing at Unilever

„Traditional marketing talks to people, content marketing talks with them.”

Doug Kessler, Cofounder of Velocity Partners

Fragmented markets and more demanding customers drive the need for a micro-targeted communication. Content marketing becomes a driving force in all major organisations. Multichannel communication strate-gies urge organisations to rethink their system landscape. These and other challenges being identified and described in this white paper require a reorientation for the enterprise marketing management of the future.

Written by h Armin Dressler, CEO, CS Vision GmbH Rohrbach, Germany

Special thanks also to h Patricia Kastner, CEO, CONTENTSERV GmbH Rohrbach, Germany

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Contents

Introduction 4

The Challenge: growing complexity in unstructured processes 6

Complex dimensions 6

Complex management of editorial resources and processes 7

Approval processes and compliance 8

The Solution: multidimensional content engineering 10

The answer can be found in multidimensional content engineering 10

The content engine forms the editorial core 12

The Advantages: a sustainable basis for the content of tomorrow 14

Clearly structured cooperation 14

Content asset management 14

Consistency through standardisation 14

Versioning creates traceability 15

Increasing intelligence through lifecycle management 15

Integration into existing system landscape 15

Consistency in all dimensions – Content engineering for the marketing of the future

According to the 2014/2015 content marketing study1 , companies no longer wish to function merely as providers of content; they want to create their own media. Commu-nication should be more than just advertising; it should inform and persuade with expertise. The editorial cha-racter of content is coming to the fore. A forward-looking paradigm shift – and also a massive project.

Today, marketing and communication professionals already have to deal with content where a single content module may contain well over a hundred branches. If even one central message in one of these comprehensive information modules changes, the efficiency and capacity of the entire editorial infrastructure are put to the test – from the versioning of individual information modules to the lifecycle management of a complete content portfolio.

1https://blog.namics.com/2015/02/content-marketing-studie-20142015-grosse-bedeutung-wenig-investitionen.html

Introduction

Relevant content is becoming increasingly important for marketing and corporate communications across all channels – the need for intelligent content management solutions is growing parallel to the triumph of contextual marketing. This is due to the complexity and multidimensionality of future content: regions, languages, channels, target groups, types of media and semantic representations must be optimally orche-strated.

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The fact is: conventional CMS environments can barely keep up with this complexity. This results in the demand for intelligent content engineering that harmonises editorial processes, captures standards and ensures content management with maximum output.

This document highlights both the major challenges with which we are faced in the course of contextual, multidi-mensional content engineering, as well as the enormous opportunities provided by this pioneering new approach. One thing is certain: The potential of contextual marketing and communications strategies can only be exploited with far-reaching, system-based innovations.

Coca ColaExample of content strategy

Coca-Cola provides us with a concrete example of what a modern content strategy can look like in reality. The company’s head of communications, Patrick Kammerer, considers the classic corporate website to be “out of date”, instead emphasising the importance of brand-relevant content. Since 2013, the beverage company has operated its own online magazine “Journey”2, intended to keep up with consumers' changing patterns of media usage – and tell stories about companies and their brands. The digital centre for Coca Cola communi-cations is now established in 16 countries around the globe3.

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CONTENT-DIMENSIONS

Content modules today can incorporate a vast array of branches that put the entire editorial infrastructure to the test if just one central statement is modified.

Adapting centrally created content modules to take account

of individual linguistic and country-specific features,

e.g. by using local images and adapting the language of

product names, etc.

TEASER

TITLE

TEASER

LEADTEXTCHART

BILD

CONTENT MARKETINGASSETS

CHANNELREGION

TARGET GROUP

COMMENT

LINKS

ABSTRACT

CHART

VIDEO


of individual channels, e.g. by incorporating dialog, offline

and online elements, etc.


of individual target groups, e.g. by modifying text content

and optimization of image selection, etc.

Designing, adapting and outputting central

content modules.

2http://www.coca-cola-deutschland.de/3http://www.absatzwirtschaft.de/coca-cola-die-klassische-corporate-website-ist-nicht-mehr-zeitgemaess-53009/


Complex dimensionsIn the current marketing reality, relevant content has long had to be managed transnationally and multi-dimensi-onally – and in keeping with stringent communication standards, should ideally remain up to date, oriented towards target groups and consistent in its coverage. This promise of success, however, can hardly be realised under prevailing conditions. Resources, processes and systems are often applied and distrubted in such isolation from

one another that harmony and efficient use of exsting content is simply impossible.

The interaction between the central editorial department and the decentralized persons responsible for target groups, regions and channels thus requires a system-based, optimally supported orchestration of all partici-pants and their dimensions.

The Challenge: growing content complexity in unstructured processes

Dimension Consideration Example

Region Regional differences Different product portfolios according to culturally specific demand

Language Language requirements Adaptation of individual product names according to the local flavour of the respective sales region

Target audience All relevant targeting messages Customised appeal via channels and media compliant with target audiences

Channel Communication and distribution channels

Flexible multichannel content for combined sales strategies

MediumTake complete spectrum of available online and offline media into account

Target audience compliant use of media for optimum targeting

SemanticsTake all presentation formats into consideration, from press releases to blog posts

Technical papers from journalists on supporting thought leadership

The individual aspects of content creation and distribution can no longer be regarded as decentralised and hence isolated. Integrated content dimensions, data and process consistency and adherence to compliance specifications are the central challenges of successful contextual marketing.

The central dimensions of comprehensive contextual marketing measures include the following:

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Complex management of editorial resources and processesThe creation, upkeep and dissemination of content are fundamentally time-consuming and processing-intensive. In order to achieve maximum efficiency, companies should always remain focused on optimising the use of their available content resources. The principle of economic content use often fails due to the incomplete management of editorial processes and decentralised, only conditional-ly collaborative work environments.

The causes for a lack of editorial efficiency primarily consist of:

h The lack of definition and integration of dimensions and processes The complexity of marketing and corporate communication has not been captured. Objectives cannot be clearly defined and efficiently implemented.

h The unstructured storage and provision of previously created content Content modules intended for reuse are lost. Content is created and processed with un- necessarily high redundancy.

h The allocation of roles and tasks within the respon-sible team lacks clarity Relevant topics and editorial plans are insufficiently determined. There are often no management tools such as status overview or action items. Workflows are insufficient

h A lack of standardisation Low degree of automation for reoccurring processes. Adherence to the mission statement and corporate identity becomes difficult due to missing templates and format standards.


Approval processes and complianceCompanies that wish to successfully implement their contextual marketing strategies not only have to integrate and effectively manage several dimensions, but also keep track of a wide variety of local and company-wide regulations, rights and approval processes. The issues of traceability and compliance take on an entirely new level of importance. The management of roles and rights for processing and publishing content is not only optimised for editorial processes but also relevant for maximum traceability and transparency.

Complex, multidimensional editorial and publishing struc-tures often experience setbacks due to:

h lack of versioning routines approval processes are uncoordinated, unreliable and time-intensive. Traceability, and with it adherence to compliance requirements, is not ensured.

h lack of or insufficient management of rights Assigned authorisations and actual access are incoherent. Unauthorised processing cannot be traced retrospectively.

Since a large number of companies carry out their com-munication projects with the support of external agencies or freelancers, aspects such as the confidentiality of

Corporate Planning

Sales

Marketing Budget

Strategic Marketing

Channel Management

Strategic Marketing

Local Marketing

Local Editorial Office

Central Editorial Office

External Editorial Office

Media Production

International QA

National QA

International Release

National Release

V 1.0

V 1.0

V 1.0

V 1.1

V 1.1

V 2.0

V 1.2

Marketing Planning Conception Content Management Quality Assurance Clearance Roll-Out

EXAMPLE PROCESS FLOW FOR VERSION MANAGEMENT OF THREE DIFFERENT PUBLICATIONS

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certain information or exact adherence to release dates have significant legal consequences and are compliance relevant without exception. Clearly defined processes and standards are essential for meeting these high demands.

In addition to the aspects listed above, numerous content management environments in which a large number of employees have to process and manage a large amount of content, topics and dimensions, lack overriding lifecycle management. The downside: Present content manage-ment infrastructure doesn’t learn that, without process transparency, an iterative optimisation of reoccurring pro-cesses and standards is incomplete and time-consuming.

If we consider the major challenges in the world of marketing and communication as a whole, it quickly becomes clear: the three pillars of a successful and sustainable strategy are standardisation, integration and central management of dimensions, applications and processes. System technology is thus the linchpin for marketing of the future.

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BASIC ELEMENTS OF A SUCCESSFUL, SUSTAINABLE STRATEGY IN MARKETING AND COMMUNICATION

BILD

STAN

DARD

ISAT

ION

INTE

GRAT

ION

CEN

TRAL

MAN

AGEM

ENT

Dimensions, Applications, Processes

STRATEGY


The answer can be found in multidimensional content engineeringContent engineering extends far beyond the framework of conventional management approaches. The capture of all company resources and processes relevant to communi-cation and the definition of firmly anchored workflows are important elements in a comprehensive, multidimensional content engineering strategy. Standardisation, integra-tion and central management – these elements form the basis of comprehensive and successful company and brand communication. And they will support you in taking full advantage of your company’s content intelligence.

The Figure illustrates the integration of various dimen-sions and process levels that are consolidated and managed in a media-neutral way as part of overarching content engineering. Important aspects such as target groups, types of appeal and output language are defined at the format level. Individual modules contain specific information elements that are standardised both formally and structurally. Data management is carried out at the system level: important information regarding products and clients, as well as content relevant to target groups, is provided, maintained and integrated using master data maintenance and retention.

The solution: multidimensional content engineering

Companies that wish to efficiently orchestrate their marketing, publishing and com-munication processes across all dimensions rely on completely new technological approaches. System-based support is essential for future-proof contextual marketing.


Systems

Master Data Management

Technical Data / Product Data (static)

Formats

Impersonal Communication

Personalized 1:1 Communication

Individualized Target Group Communication

Content Data / Target Group Data / Context Data

ChannelM

odules

Customer Data / Personalized Data

PersonalizedManagement-Modules

Product-/ Technical-Management Modules

Content- / Context- / Target Group-Management Modules

Social Real LifePrint InstoreMobileInternet Media

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SYSTEM ARCHITECTURE ACCORDING TO THE CONTENT ENGINEERING MODEL

The diagram clearly illustrates: the decisive advantage of a comprehensive content engineering approach is the clear capture, structuring and definition of content-relevant dimensions and processes and their seamless integration.

Content IntelligenceThe big picture

The term “content intelligence” focuses attention on the complete picture: If content management and business intelligence were previously considered separately, a significant trend is now developing towards closer net- working of both data and ways of thinking. Structured data from BI such as product or customer information are also increasingly combined with unstructured text documents, from marketing and product development for example.


The content engine forms the editorial coreAnyone who seeks to build and distribute content modules consistently across all dimensions will no longer reach their goal with standard CMS or PIM solutions. The underlying processes have become so complex in the meantime that completely new strategies, mechanisms and solutions are required.

The technological basis for innovative content engineering is formed by a comprehensive content engine as a control centre for all communication and publishing processes: it integrates and standardises all relevant, mainly de-centralised processes, consolidates all content-relevant dimensions and provides individual owners with the exact roles and functions that they require.

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CONTENT-ENGINE

The content engine supported marketing processes and output management

CONTENT-COCKPIT

MANAGEMENT-DASHBOARD

CONTEXT-WHITEBOARD

MA

RKET

ING

CON

TEN

T B

ASE

Marketing Analytics based on Data Warehouse / Business Warehouse

MA

RKET

ING

MA

NA

GEM

ENT

MA

RKET

ING

OU

TPU

T M

AN

AG

EMEN

T

PromotionManagement

Multi-/OmnichannelManagement

CampaignManagement

BudgetEngine

Outlet/RegionManagement

Reporting &Analytics

Engine

WhiteboardDTP Module

FormatBriefing

FormatLayout

FormatApproval

FormatOutput

Dashboard

Analysis Organization/Planning

Production Reporting & Controlling

Contentboard

DataCollection

DataManagement

DataEnrichment

DataModelling

Channel

Region TargetGroup

MarketingAssets

Content Engine

Cont

ext

Context

Context

Content Delivery Server


4http://www.business2community.com/content-marketing/10-essential-elements-content-engine-01051235

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Content EngineThe features of an intelligent content engine4

Here is an overview of the eight most important features of an intelligent and comprehensive content engine:

Standardisation mechanism for capturing and defining processes and workflows Scalable and dynamically adaptable collaboration environments with comprehensive role, rights and access management, comprehensive status reporting and individually configurable action items Comprehensive template functions for defining and issuing format and structure templates Content asset management in the form of comprehensive and partially automated processing and maintenance of content modules and fully integrated master data management Sophisticated versioning mechanisms for optimal traceability and efficient approval processes Full integration into existing system environments (e.g. ERP, CRM, PIM, etc.) Standard interfaces for automated control of social media platforms, SEO and advertising applications Integration, bundling and synergetic use of centralised and decentralised resources


The high degree of standardisation which is reached through content engineering, and which can be imple-mented on the basis of a powerful technological solution, results in consistent communication and maximum effi-ciency in editorial processes. A clearly defined system of rules simplifies research, creation and approval processes and ensures cross-dimensional consistency and traceabi-lity of content.

Clearly structured cooperationThe overarching responsibility model of a content engine guides cooperation amongst your publishing employees across all departments and locations. It offers clear assi-gnment of roles and rights with direct access to owner-relevant content and workflow elements. Functioning as a central collaboration environment, an innovative con-tent engine also ensures seamless and efficient work-flows. Automated content proposals and the provision of individual, role-based processing environments take a burden off of employees and teams and ensure that skills are sustainably bundled.Team and editorial directors also benefit from centrally controlled content processes: the mapping of editorial tasks and responsibilities is both reliable and clear. Ad hoc messages regarding creation, release and publishing processes provide constant insight into the status of individual editorial tasks and projects. The open collaboration structure of a content engine also supports the simple but secure integration of external service providers such as media/PR agencies and free-lancers.

Content asset managementAn optimal role and access structure not only creates the necessary framework for efficient editorial processes for adhering to compliance requirements; easy to operate surfaces and intuitive research functions also increase the rate of reuse of existing content. You can thus ensure optimal use of your content assets using diverse tools. A sophisticated content engine based on user-oriented usability – by displaying similar or thematically appropri-ate text modules, for example – offers incentives for the re-use of existing content.

Basic information that can be re-used for numerous me-dia, regions, target groups and forms of presentation has to be captured only once. It is then converted into tagged content modules that are automatically placed in the ca-tegories “must” or “can”. This function simplifies research and also ensures that all regions and departments deliver content exactly tailored to their target groups, desired channels or the announced mediums.

Consistency through standardisationEstablishing standards offers numerous advantages, both on the process side and from an editorial point of view. Content that is structured, for example, according to marketing and technical criteria or from a sales standpoint becomes information modules which, along with classification standards and style sheets, form an essential foundation for company-wide, cross-dimensional communication. They guarantee stringent compliance with format, structure, design and messaging specifications, in

The advantages: a sustainable basis for the content of tomorrow

A powerful content engine functions as a contextual marketing platform, creating access to a new level of content management. Standardisation, integration and automated editorial processes ensure a highly efficient workflow and the optimal utilisation of content and personnel resources.

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keeping with mission statements and corporate identity. Direct access to format templates and prioritised content modules also ensures faster workflows.

Versioning creates traceabilitySeamless versioning not only ensures smooth coor-dination during the editorial release process but also plays a major role in meeting compliance requirements. Traceability of individual processing and publishing steps becomes particularly important when it comes to sensitive information and time-critical publications. A central con-tent engine allows you to keep track of who is working on or has published what content and when, and across all locations and departments.

Increasing intelligence through lifecycle managementThe lifecycle management of a central content engine ensures that your editorial standards and the quality of your content processes always meet the standards of a dynamic marketing and communication strategy. Efficiency

and coverage analyses on “return on content” that were carried out across all channels, regions and target groups provide you with valuable insights into the performance and success of your communication measures and campaigns. Your content infrastructure thus becomes a “learning system” in a closed optimization circuit.

Integration into existing system landscapeThe system-based integration of existing solutions such as CRM, CMS, PIM or ERP guarantees the protection of exiting investments. The content engine assembles distri-buted systems on a central platform and integrates all of your company’s content-relevant data sources. In addition to the successful expansion of existing infrastructure, this principle guarantees integration and efficient utilisation of your company-wide “content intelligence” (content asset management).

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Content Engine: Advatanges at a glance:

Comprehensive content asset management Full utilisation of your content intelligence Seamless integration of all content dimensions Sophisticated responsibility model for clear role and access structure Efficient, partially automated editorial processes across all locations Optimised content workflows through standardisation Maximum traceability and compliance conformity Learning system” through lifecycle management Protection of existing investments through integration of existing systems

The key to efficient management of all content dimensions is in content engineering. With a clever strategy and associated technical system solution, you will create the foundation for editorial workflows as dyna-mic as they are traceable, and optimal utilisation of your content intelligence. This allows you not only to master complex, multidimensional content, but also to create the necessary conditions for the marketing of the future within your company.

Take advantage of the enormous potential of your company-wide content resources!

CS VISION

CS Vision GmbHWerner-von-Siemens-Str. 1 85296 Rohrbach/Ilm, GermanyT +49 8442 9253 800 F +49 8442 2044 www.contentserv.vision

This document is the date of its initialpublication date. It may at any time ofCS Vision be changed. © Copyright CS Vision 2015

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