Sometimes you hit a nerve as an analyst.
Sometimes everyone you talk to about an issue says, “Hey, that’s exactly what we’re focusing on right now! It’s a big deal for us — yeah, right now!”
Nick Barber and I had that experience over the last several months.
The issue: How far along are you on making content and experiences reusable to support each customers’ needs wherever they are? It’s what Nick and I called “omnichannel content.”
This is one of those things, like skydiving: easy to start well, harder to finish well.
The “hard thing about hard things” truth is that omnichannel content runs up against some of the biggest brand management bugbears out there: organizational fiefdoms, new and nuanced skill sets, technical nous, content management “debt,” and novel work practices.
The benefits, however, are compelling. There’s a whole world of great customer experiences (and brand efficiencies) that are just not possible at the scale of big brands without omnichannel content. It’s only going to get more compelling.
For these reasons, I’m delighted to join an all-star cast of content peers who’ll be at OmnichannelX in Amsterdam this coming winter. If you don’t come for me (really?), come for the speakers from Cisco, Eli Lilly, Facebook, and IBM. Content strategy gurus Rahel Anne Bailie, Noz Urbina, and Lisa Welchman will all be presenting, too.
If you’re remotely interested in getting (closer to) the vanguard of content strategy, you’ll want to be there — wrestling bugbears with us.