Who doesn't like a good story?

Content Marketing has the potential to engage otherwise media saturated audiences. This week we heard how it can affect customer journeys for the better and also how it is shaking up Web CMSs.

Our contributors shared practical tips on how to establish the value of your digital and information assets, suggestions on how to manage a migration to the cloud and opened a discussion about certifications for information professionals.

Curious? Read on.

Captivating Your Audience with Storytelling

The Customer Journey: Content Marketing for B2B Software Buyers

Julie Hunt (@juliebhunt):
The customer journey consists of multiple touchpoints, which are the interactions with any and all enterprise functions, employees and marketing / digital channels. They all matter — they are the milestones of the customer journey. Touchpoints are also components of multi-channel marketing, which has the challenge of nurturing and sustaining a unified customer experience across all channels, and for the customer journey.

Content Marketing: The Changing Role of the Web CMS

Doug Kessler (@dougkessler): Content Marketing used to be a buzzword for a few evangelists. Today, it’s going mainstream faster than Twitter.

Today, most marketers have already experimented with their first few content marketing pieces and campaigns. This year and next, they’ll be ramping up their content machines and re-engineering their marketing departments to support the continuous generation of the kind of content that buyers care about.

Costs & Values for Information Professionals

Records and Information Management Certifications: The AIIM CIP User Experience

Mimi Dionne (@cawprhyd): It’s difficult to open an article evaluating a certification I’ve just obtained. How do I introduce the topic without sounding like an amateur comedian fishing for her audience’s applause (“so, I just got my CIP — thank you, thank you! Anyone celebrating any birthdays tonight …”). It’s problematic to describe how many certifications I have as well. How do I list them without sounding immodest? Yikes. Forgive me for what I’m about to do, but the intent is to provide you with context.

Total Cost of Ownership - An Overview for Information Professionals

Cheryl McKinnon (@cherylmckinnon): Two black shirts sit on a rack at the mall. A designer top on sale, and a store brand at full price. They’re both $40; both perfectly suitable work attire. At first glance, the designer shirt seems like the better deal: better fabric, workmanship and durability for the same price as the lesser brand. But the designer shirt is dry clean only, the store brand is washable — $10 per cleaning versus a few cents. Project yourself two years into the future: which one’s the better deal now?

Ernst & Young 2012 Global Fraud Survey: An Overview

Norman Marks (@normanmarks): The latest Ernst & Young survey (their 12th) is an excellent and essential read for all concerned with the risk of fraud.

Cloud Implementations: Change Management Need, Challenges, Best Practices

Dr. Subraya Pai: It's a fundamental question whether there is a need for change management (CM) during cloud implementations considering an argument that cloud implementations are simple and easy. This article argues why we need CM during cloud implementations and discusses unique challenges and best practices.

Have You Audited Your Digital Assets Lately?

Henrik de Gyor (@hgg101): Auditing is not just for taxes or financials. If you want to bring clarity to the digital assets you have, auditing is one of the ways to do this. You can audit digital asset whether you have a Digital Asset Management (DAM) solution today or not. The following is what you should think about …

Looking Towards the Future

The Past, Present and Future Case of Case Management

Deb Miller (@debsg360):Conversation with industry veteran reveals how case management can help enterprises get the most from the latest technology trends like “Big Data,” mobile and social

For this month’s article in my ACM series, I decided it was time to “get a little help from my friends.” I sat down with my colleague Steve Russell, SVP Research & Development for OpenText BPM, to get his perspective on case management.

Customer Experience: You Can't Predict the Future, But You Can Adapt to It

Gerry McGovern (@gerrymcgovern): The more complex the world becomes the less predictable it becomes. Thus, adaptability is key to success.

"Have you ever thought economists were far more confident in their statements about the world than they had any right to be? Well, now there's proof." So writes Justin Fox in an article for the Harvard Business Review.

Did Veeva Vault Just Make Regulated Content Management Systems Sexy?

Virginia Backaitis: Content Management Systems at Life Sciences companies typically don't have many fans and are rarely seen as beautiful. Veeva Systems is out to change that.

Regulatory users find traditional CMSs to be slow, difficult to use and burdensome, System Admins need to be on alert 24/7 regardless of how well they do their jobs, and IT Directors don't win much praise for deploying upgrades or new releases because there's never enough bang for the time/manpower that they require and the dollars spent.

The bottom line is that most Regulatory CMSs in the Life Sciences Industry are seen as an ugly, but necessary, evil because without them companies can't bring new drugs to market, comply with FDA and ICH regulations, or minimize their chances of going to jail for non-compliance.

Moving Beyond Social Features

Breaking Down Knowledge Silos with the Social Layer

Michael Idinopolus (@michaelido): In the early days of Enterprise 2.0, social software was great for basic, toolkit-style functionality. Blogs and wikis provided convenient frameworks and reference materials for doing customized tasks. Although, there wasn’t much functionality for businesses that ran a great number of routinized processes.

Looking back, it’s amazing what we have accomplished in just a few short years.

Be sure to check in next week for more thoughts on the potential of content marketing and for the final (say it isn't so!) installment of the Art of SharePoint Success. Until then ...