Stylized image: Yashica super-8 movie camera.

Enterprise Content Strategy

An enterprise-level approach to content will position all the content in your organization across all customer touchpoints. Alternatively, you can start with one focus area, such as federated search for support content. We help you assess your content, optimize it for enterprise efforts and cross-channel efforts, and develop performance monitoring and governing tactics to keep it on brand and up to date.

Stylized image: Yashica super-8 movie camera.

Today, your brand exists in a world where digital transformation, elevated customer experience, and personalized encounters are the norm, resulting in complicated digital ecosystems. Now we must include generative AI in our planning and balance all the intricate inputs with a growing consumer cynicism toward just about everything but especially corporate integrity. In these conditions, businesses need an enterprise content strategy more than ever to control the quality of their content and ensure timely and effective messaging.

At AvenueCX, we gained our experience from working with large companies that employ multiple teams to produce multiple types of content spanning the spectrum: product information, sales enablement presentations, technical content, support content for self-service, marketing messaging, personalized recommendations, thought leadership and how-to videos. And in a variety of different mediums, including print, digital, mobile apps, product packaging, and so forth. By recognizing and respecting their specific needs and strengths, we bring together diverse teams of librarians, technical communicators, editorial and brand content strategists, and content managers. Our consultants are amongst the best in the industry. For example, we know that an end-user customer journey for technical content differs from that of a marketing customer journey, and just what purpose each serves. We know how to leverage internal teams for an optimized content experience that reflects both. We also acknowledge the power behind controlled vocabularies, allowing us to translate value to any decision-maker, regardless of where their box is situated in the organization chart.

We understand the important of competitive differentiation, which is why we advocate for efforts such as focus groups to home in on qualitative data, and competitive content audits to identify strengths, weaknesses, opportunities, and threats to your content. We understand that brands perceived as meaningful by customers win and keep customers longer. And we can help you create and position your messaging and story, so it resonates in all the content you offer.

The preponderance of our work is enterprise in nature, meaning we create content strategies for complex organizations. An enterprise-level content strategy considers:

  • The content itself and how each area manifests in all content types
  • Disparate technological platforms including:
    • Multilayered architectures and technology stacks (CRMs, data lakes)
    • Multiple analytics tools
    • Componentized Content Management Systems (CCMS)
    • Web, headless and hybrid Content Management Systems
    • Customer Data Platforms (CDPs)
    • Generative artificial intelligence systems
    • Taxonomy management tools
    • Document Asset Management systems
  • Messaging frameworks and architectures
  • Branded content
  • Content marketing content
  • Gated content
  • End-to-end content lifecycles for different content types
  • Cross-channel customer journeys
  • Various customer journey models (marketing, technical, B2B, etc.)
  • Governance models and tools (editorial standards, federated/centralized governing models, etc.)
  • The teams involved with the content creation and maintenance
  • The eventual consumption of the content
  • Cross-channel data collection and analytics to report back on content performance

The most important aspect of an enterprise-level effort is the creation of a roadmap with achievable and realistic initiatives that show immediate results. We have experience in gathering requirements from all stakeholders and distilling that information into a strategy that defines actionable and measurable objectives. It will identify where to start, set you up for continual success, and scales up or down based upon the resources and setup of your organization.

Learn How Your Content Can Improve Your Customer Experience & Your Brand.

We will help you ensure that all content, regardless of channel, can prove its worth as an asset to your customers and for your business. We will guide you in the creation of a customer-focused, results-driven framework that contains realistic objectives, operational modeling, and performance monitoring. We will set you, your content, and your customers up for continual success.