A solid content architecture is the foundation of a successful content marketing strategy.
Many software companies are still emerging from old marketing paradigms. They have "content debt" that needs to be written off and replaced with new asset types that are more intriguing, informative, and compelling to buyers.
Ebooks, videos, animated infographics, interactive apps are some of the more engaging asset types. In less than a minute, a buyer wants to know if you understand their problem and have something they need to solve it. They are willing to give you some information about themselves and their business requirements if they believe you will give them something useful in return. It's a goodwill transaction. What you do next can open the door further or land you in the discard pile.
cONTENT eXAMPLES
Publicly available assets are italicized and hyperlinked.
Knowledge is Power - How can I provide more context and consistency in my contact center interactions? (with Ian Jacobs, Forrester)
Speech Analytics - Real Questions and Real Answers
Ask the Experts - Speech Analytics Edition
Employee Desktop 101
Ask the Experts - Knowledge Management Edition
Ask the Experts - Employee Desktop Edition
Customer Engagement Optimization - Better Outcomes with Less Effort
How to Meet Rising Customer Service Engagement Expectations
Digital Disruption Demands Action - 5 Questions to Ask in the New Workforce Reality (with Ian Jacobs, Forrester)
Smarter Engagement - More Personal, More Productive, More Predictable (with Ian Jacobs, Forrester)
Webinars
The Comprehensive Guide to Independent, Third-Party Support Services for Enterprise Software
A Digital First Engagement Management Framework for Government and Public Sector
Leveling the Playing Field -- Cornerstone to Employee Engagement