Discussion Point by Asa Aarons Smith

Effective, well-produced, targeted content goes hand-in-hand with memorable digital experiences.

Just ask Rohit Ghai, president of the Enterprise Content Division at EMC Corp. In a blog post in June, Ghai noted that content has a vital role to play in the digital journey.

"Content is the form factor for knowledge in the digital workplace. There are three kinds of knowledge. The first kind is knowledge that is yet to be discovered. Next, knowledge that is discovered, but resides inside people’s heads. The third kind is knowledge that is outside of people’s heads and is captured in some form of content. Digital Enterprises enable seamless sharing and enhancement of knowledge through the power of content," he wrote.

Content is the "unit of communication in the digital value chain," he continued — a concept CMSWire will be exploring further at its inaugural DX Summit conference on Nov. 3 and 4 in Chicago.

In the meantime, we decided to get the conversation started by talking to Ghai and several other industry experts.

The Question

How can you create content-enabled digital experiences?

The Answers

Rohit Ghai, President, Enterprise Content Division, EMC

Rohit Ghai
Ghai leads all aspects of the ECD business including product development, sales, marketing, support and services. He leads the division in its mission to transform business by harnessing the power of content and is the visionary behind ECD’s strategy to reinvent enterprise content management for the mobile-cloud era. 

Ghai joined EMC from Veritas/Symantec where he held a variety of senior engineering and general management roles. Before that, he was at Computer Associates and joined CA through the acquisition of Cheyenne Software – a storage startup. Tweet to Rohit Ghai.

To become digital, organizations need to convert as many atoms into bits, as many thoughts into bits and as many bits into action as they can. 

In other words, they need to convert paper and physical artifacts into content, capture knowledge as content and analyze data and content to glean insight and drive action. Content is the lifeblood of the modern digital enterprise. All this content flowing through the enterprise enables digital experiences for key stakeholders like employees, customers, partners, suppliers and regulators.

In addition, it must be noted that it is not enough to create digital experiences. They must be the right intuitive experiences that win the hearts and minds of the user. You also have to care for the needs of IT such as security. 

Digital content is easier to share with the right people to foster collaboration and productivity but it is equally easy to get it into the wrong hands. By striking this balance between the needs of the user and IT, companies can get more agile, efficient and competitive.

Christopher Justice, SVP of Worldwide Marketing, Jahia

Christopher Justice
As a member of the management team for Jahia Solutions Group, Justice is responsible for expanding Jahia’s visibility in all markets, championing the developer community and positioning the company for next-level growth. He has more than 20 years experience developing and marketing solutions in content management, integration and digital commerce. 

Justice has designed, developed and marketed enterprise software and content management solutions since 1994. He is one of three of Jahia in-house leaders presenting at CMSWire's DX Summit. Tweet to Christopher Justice.

Embracing a customer-centric approach to online and mobile engagement is the first step. Every person now expects a personalized interaction with your brand, regardless of business type.

To deliver that, it is important to collect visitor information through a trusted method and then use the data to create content-enabled digital experiences. Given the amount of information that can be leveraged anonymously, our responsibility as marketers is to notify and provide users with a way for their information to be removed.

This goes beyond website “cookie” warning pop-ups — that is not enough. We do not need more examples of the risk that providing our personal information has for businesses — Experian, Ashley Madison, Patreon, Target, Chase and many more prove the point.

Marketing must be data-driven through collecting and aggregating information from various technologies to build a 360-degree customer view. However, as much as content-enabled experiences require information, it cannot sacrifice customer privacy.

That is why efforts like the Unomi Project are so important. We are accountable to our customers; this requires rethinking traditional approaches to sales and marketing. The Internet of Things (IoT), where digital and physical worlds come together, also affects marketing. The new digital value chain goes beyond what we push to consumers; instead, think customer experience.

James McGourlay, SVP, Global Technical Services, OpenText

James McGourlay
Since joining OpenText in 1997, McGourlay has held key positions in IT, technical support, product support and special projects. He was appointed senior vice president of Global Technical Services in May.

He leads OpenText’s technical support, renewals, customer on-boarding and professional services, managing all post sale services, customer life-time value and accelerating customers’ time to value. Tweet to James McGourlay.

Intuitive, cross-channel, multi-device experiences that delight customers are critical as organizations transform their operations for the digital world. Customers expect experiences that look amazing and exceed their expectations. However, organizations need to be mindful that eye-candy and productivity don’t always go hand-in-hand.

Whether it’s ordering groceries on-line or discussing a technical issue around enterprise software, understanding the challenges — and delivering the correct response — can often outweigh the design aesthetics of a website or app.

Content, and more importantly, information, must be the foundation on which all digital experiences are built.

Providing customers with access to the same information available to an organizations service reps will help to empower the customer, make them feel they have the ability and authority to solve issues without needing to pick-up the phone or engage in a lengthy on-line chat session.

Coupling deep information integration with data analytics also adds an additional dimension to the experience, allowing organizations to offer targeted customer solutions and a further improved customer experience.

Beautiful digital-experiences can help to differentiate an organization, but a digital-experience that also delivers the information a customer needs, allowing them to solve their issue and move on with their day, will help to build a level of customer loyalty and satisfaction that will be hard to match.

Title image by Asa Aarons Smith.