What is Big Content?

Big Content is an alliance of some of the best minds in content. We tapped highly experienced enterprise content strategists and paired them with some of the smartest, most talented practitioners to create a different kind of resource: a collaborative team to help you tackle the challenges associated with content. Our goal is to help clients consider their organizational and operational readiness to scale enterprise content strategy, which ultimately will improve customer experience. In many cases, organizations must “press pause” to take the time needed to ensure their content solutions are set up for continual success.

Challenges We Solve

Personalization Strategy and Roadmap

Sales Enablement

Omnichannel and Cross-Channel Solutions

Customer Data Management

Personalization Strategy and Roadmap

Today, most brands have pieces of the personalization puzzle in place, often starting with technology investments. Unfortunately, many organizations invest in tools and launch without a clear view of what it takes to prepare their organizations to effectively use them.

In addition, campaigns and personalization pilots have yielded insights and data; much of which is trapped within tactical siloes. Our team optimizes the investments you’ve made in technology and programs. We leverage what you own and what you already do well as a starting point to add capability and build the processes and systems you need to get to the next level.

Sales Enablement

In this age when 67% of the buyer’s journey is now done digitally¹ , it is imperative that sales and marketing work closely together to create the right content for every part of the sales journey and customer lifecycle. Many organizations today create content that fails to consider the multiple roles that content plays in both demand generation and sales. To be truly enabling, companies need to use content to support the sales playbook and include sales use cases when building an enterprise content roadmap and data structures. Our team helps clients optimize their content investments for both sales and marketing by creating a framework for componentized content for various uses and channels. That structure for re-using core content components supports both lead generation and sales enablement.¹Sirius Decisions

Omnichannel and Cross-Channel Solutions

Publishing on multiple platforms can be the path to generating demand and building deeper customer relationships and affinity—creating collective content experiences across channels, connecting one channel to the next via the customer journey. But not all channels are created equal and omnichannel may not make sense for your business. Further, customer experience behaviors undergo continual evolution; as does the technology and thinking to support these. Our team helps you to understand what it really takes to adopt an omnichannel strategy and define the best approach for your industry and company dynamics. We help define the full experience cycle and how to use data to deliver a structured content design approach across channels. We pinpoint the best channels for the personas and roles in your buying center and develop a comprehensive omnichannel roadmap.

Customer Data Management

Scaling content and delivering personalized experiences requires deep customer knowledge. A well-defined content architecture allows content to be assembled dynamically and exposed contextually to meet the individual needs or wants of the user. This requires data points from multiple sources across the full experience lifecycle to be overlaid to create a federated profile.

We leverage all data sources—web analytics, CRM insights, call center information and sales data, etc.,— to create a holistic view of the customer. We detect patterns in a person’s profile, needs and actions gleaned from these data points and then match content to those patterns. The goal is to progressively hone the content and experience as more data about on-site and online behaviors are captured and turned into real-time content delivery.