SaaSy Content: How Content Becomes the Competitive Advantage for Software as a Service

September 15, 2017
3:00pm  -  3:50pm

Content strategy has never been an easy place to be. Plagued by tradeoffs between curated or open-sourced, paid or freemium, and original or sponsored; it’s been tricky for content-centric companies to find the perfect balance. And wrap Software as a Service around the model? Impossible, until today. We are at a unique point in time, where content strategy is able to have its cake and eat it too. Where data analytics and machine learning can provide unique content experiences to users, resources to user communities, and actionable insights to enterprises. Where everything from highly produced to user generated content can be served up in harmony, and the contribution ecosystem makes contribution and consumption ubiquitous.

During the next 45 minutes, we will take a look at the last 15 years of Content and SaaS, the union it shares today, and the unlimited potential it can bring products who are smart enough to chart a future strategy to take advantage of the long-term value it can create.

Act 1: A brief history

First, we’ll take a look at the concurrent yet separate evolution of both Content and SaaS over the past 15 years, and the role technology has played. We will look at how the most successful companies have struggled, succeeded, and embraced new models and opportunities.

Act 2: A beautiful marriage

Today, SaaS products are starting to employ more than just the traditional private or public repository product model where the user creates content that never reached beyond the account’s firewall. Here, we will look at how combining Content and SaaS offerings have opened up valuable new experiences for users through a wide variety of product and content strategy combinations.

Act 3: The unlimited possibilities

As we move forward, the permutations of different Content types and SaaS offerings are endless. Let’s look at some of the different combinations and possible advantages and challenges these can bring, and how you can explore different potential futures for your product and content.

Key Takeaways:

By the end of this talk users will understand the following:

  1. The history, current state of, and future possibilities of Content and SaaS as used in partnership
  2. How to map how their content and product currently operate in order to evaluate where they play in service of their customer and business model.
  3. Where potential opportunities exist for them to experiment, grow, and change.

Session Category :  Content Strategy