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Marketing KB - Solution Roadmap
The Marketing KB Solution comes with a pre-configured template. Our Consultants and Configuration Specialists use this template as the baseline for your implementation. The focus of the implementation is on design, configuration, content, and training.
These are the major implementation initiatives for the Marketing KB Solution:
- Information architecture: Review the Solution architecture.
- Homepage: Surface the most important campaigns and areas within the Solution on the homepage to provide an at-a-glance view and easy access to relevant content.
- Site map: Update the site map based on mutually agreed to modifications (e.g. moving, deleting, adding pages and/or applications).
- Configuration: Update the Solution configuration settings.
- Users & Groups: Add groups and users to the Solution.
- Content: Add content (e.g. guidelines, assets, campaigns, instructions) and apply permissions.
- Design: Apply the visual design to the Solution (e.g. global CSS changes, header, footer, banners, icons).
- Testing: Do a quality assurance sweep of the Solution (e.g. broken links, navigation, permissions).
- Training: Train key stakeholders on the Solution (e.g. Sales, Customer Success, Marketing, Corporate Communications) through engaging, easy-to-consume content.
Drive engagement and adoption
Once you've determined the architecture and the content that will live in your new Marketing KB, it's time to get ready to launch, engage, and evolve. Use the recommended tactics below to successfully launch your Marketing KB, maximize adoption, drive engagement, and expand the Solution for long-term success.
- Create a content plan: Define Subject Matter Experts (SMEs) and communicate ownership of Marketing KB areas, types of collateral, etc., then create a maintenance schedule and content plan that is updated by the assigned plan owner.
- Populate with collateral and updates: Ensure the Marketing KB has plenty of content to view before launch. This could even include some sample requests in the Forum Channels to show your employees how they can be leveraged.
- Provide continuity if necessary: Create a plan to integrations or migrate existing content from your current repositories. Finding familiar content, sometimes even via external storage systems or links can help with adoption.
- Gather feedback: Survey employees to understand what their most used content and assets are and how they are being used. Use this to inform configurations to the structure of your Marketing KB.
- Follow your content plan: Ensure your content is fresh, relevant, and accurate through regular maintenance and the addition of new content as needed. Following your content plan is crucial for a robust KB.
- Utilize Unified Search: Enable your employees to search across multiple platforms to make it easier to find assets across Igloo and existing external storage platforms.
- Call to Action: Leverage the data gathered before launch to determine how best to utilize bold Call-to-Action (CTA) buttons for the links that are most relevant to your audience.
This Solution should be managed by the team that owns your corporate brand and campaigns (i.e. Marketing and Sales).
- Align with your brand: Align the Solution with your marketing guidelines.
- Keep content/assets up-to-date: Content in the Marketing KB should be updated according to the campaigns you are offering here and now.
- Archive old campaigns: Include lessons learned and key assets and features from previous brands. What can your team re-use or build upon?
- Review regularly: Perform quarterly reviews of Marketing KB content, guidelines, and assets to ensure the right materials are being used and to keep content relevant so employees know they are always using the latest versions.
- Challenge your employees: Create a scavenger hunt campaign to draw attention to and get people looking at the Marketing KB. This tactic is ideal after a large update to collateral is released.
- Update your calendar: Tie in external campaigns to continued evolution of the Solution using calendars.
- Video engagement: Quick videos can be used as part of communication strategy for vital content being released or added. Identify the stars in your departments and let them shine.
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