Unlocking Global Content Growth: Dell EMC's Framework

Unlocking Global Content Growth: Dell EMC's Framework

Table of Contents

1. Introduction
2. Challenges with Content Strategy
3. Steps taken to Address Customer Needs
4. Customer-focused Content Strategy
5. Managing Time and Resources
6. Results of Transforming the Team
7. Implementing the Framework
8. Future Plans and Technologies
9. Conclusion

Introduction

In this article, we will explore how Dell MC successfully transformed their content strategy to better engage with customers and address their needs. We will discuss the challenges they faced, the steps they took to overcome them, and the results they achieved. Additionally, we will explain how Dell MC managed their resources and time effectively and how their team experienced a psychological shift. Finally, we will provide insights into their future plans and the technologies they are experimenting with. So, let's dive in and learn from Dell MC's content strategy Journey.

Challenges with Content Strategy

Initially, Dell MC faced a common problem – their content was product-focused and highly technical. While this content was important, it failed to engage customers at the early stages of their decision-making process. The company realized that they were focused on what they wanted to talk about, rather than what their customers were interested in discussing. This realization prompted Dell MC to address the challenge of delivering customer-focused content.

Steps taken to Address Customer Needs

To address their customers' needs, Dell MC took several crucial steps. First, they conducted extensive customer research by asking simple but essential questions. They wanted to understand how customers searched for solutions to their problems on the internet. This approach helped Dell MC to think like their customers and generate content that would provide answers to their questions. The next step involved conducting a thorough content audit to assess if they had the content necessary to address these customer queries. They found that their existing content was inadequate. Armed with these insights, Dell MC then planned to build new content specifically tailored to address their customers' questions.

Customer-focused Content Strategy

Dell MC recognized that in order to effectively engage with customers, they needed to speak in their language and meet them where they were. They evaluated their content to ensure it aligned with the customers' voice. Additionally, they considered the platforms and channels where customers were most active and updated their strategy accordingly. This shift in approach allowed Dell MC to have industry conversations where their customers were already engaged, rather than forcing customers to come to their site. By speaking the customers' language and focusing on their pain points, Dell MC established an authentic connection with their audience.

Managing Time and Resources

Managing resources and time efficiently was a crucial aspect of Dell MC's content strategy transformation. They adopted an overarching approach that involved a soft start, continued assessment, and prioritization. Dell MC identified the high-priority content that needed to be created to address customer needs. They also accounted for content that was essential to run the business and activities that were already delivering results. On the other HAND, they also eliminated content that was not effective or aligned with their goals. This methodical approach ensured that Dell MC made the most of their budget and resources.

Results of Transforming the Team

Transforming their content strategy had a significant impact on Dell MC's team. They felt more connected and effective in speaking to customers. Instead of solely focusing on products, the team began discussing solutions to customers' problems using the same technology they had previously highlighted. The shift in strategy allowed the team to be more efficient and creative in their content creation. By bringing in elements from how content is consumed in everyday life, Dell MC's team found new ways to engage with their audience.

Implementing the Framework

Dell MC aimed to provide a flexible framework that could be implemented by global and regional teams. The framework was designed to cater to both large and small markets. The goal was to empower attendees of Dell MC's session to adopt and adapt the framework for their own initiatives. By following this framework, marketers could address the challenges they faced and overcome them successfully.

Future Plans and Technologies

Having established the effectiveness of their content strategy, Dell MC is now focusing on exploring new and innovative technologies. They are experimenting with targeting customers through virtual reality (VR) and utilizing artificial intelligence (AI) to enhance their targeting capabilities. However, Dell MC understands that even with precise targeting, if the content itself is not of high quality, the overall experience will be compromised. Therefore, they emphasize the importance of both technology and content quality working hand in hand to deliver exceptional customer experiences.

Conclusion

Dell MC's journey towards a customer-focused content strategy serves as a valuable lesson for marketers. By shifting their approach to address customer needs and pain points, Dell MC successfully transformed their team and achieved significant results. Through effective resource management, they optimized their content creation process. By implementing a flexible framework, Dell MC empowers other marketers to take similar steps and adapt them to their own unique challenges. With a strong focus on improving customer experiences and leveraging new technologies, Dell MC remains at the forefront of content strategy innovation.