SITUATION

Product innovation drives new content needs

Teradata hired a new content leader charged with modernizing their technical and product content. The content teams were accustomed to processes and approaches that made sense in the past but did not support Teradata’s current direction. To accelerate their momentum for positive change, the leader turned to Content Science.

SOLUTION

Introducing new approaches through analysis and training

Leveraging our CS Brain (management consulting), CS Lab (analysis and testing), and Content Science Academy solutions, we collaborated with Teradata to develop a series of custom training sessions. The sessions included topics such as content effectiveness, content quality, and content measurement. Content Science also conducted an in-depth competitive analysis and shared the results for further inspiration.

RESULTS

Accelerated progress in adopting new content approaches

The training and analysis resulted in a steady stream of new ideas for all of the content teams to incorporate into their own ways of working. Content Science facilitated meaningful discussion during each session that helped team members start to apply insights to their own projects.

Content Science’s neutral outside perspective helped diffuse resistance to change. Our incorporation of data and examples in each training session gave team members confidence to try the techniques and practices.