You have invested in content management (or plan to) and your organisation is committed to increasing and improving customer relationships online. But are you consistently delivering complelling content that engages your customers, effectively meeting their needs and inspires them to conduct more business with you?

The more important the Web becomes for communicating and managing customer relationships, the greater the need for compelling content that will meet customer needs. Investing in appropriate content management systems can help to ensure consistent and timely content is generated with a standard look and feel. HOWEVER, companies bringing together customer service, sales & marketing content to support customers online, increasingly realise that success requires far more than effective systems. A robust CONTENT STRATEGY addresses organisational, people, governance, ownership and process issues, as well as systems. For many companies, this involves a major transformation process to change employees mindset on the importance of content, together with a realignment of skills and responsibilities.

BT Retail is one such company. In particular BT’s Major Business division, which is responsible for managing its B2B corporate customers, has recognised the need for a content strategy to underpin a corporate pledge to increase online collaboration with customers, supported by a major upgrade to the BT.com platform and the introduction of an Enterprise Content Management System.

BT will be presenting a short case study on how it is addressing the challenge of creating an effective Content Strategy. This will be followed by a moderated roundtable discussion to share experiences and insights between a cross section of Knexus members. Please join us to access and benefit from the knowledge and ideas of your Community.