Subject-Matter Expert User Persona

My Key Challenges

Ensuring content projects are delivered on time and on budget
Constantly relying on manual, unautomated processes
Factoring in global scale for content, especially for translations and regionalization
Battling against searching for data and assets from multiple storage locations

My Roles and Responsibilities

Monika is a subject-matter expert in her niche field who takes instruction from Jim to assemble and collate the core content to be used for the project.

She researches, verifies, sources and supplies all the unstructured core data, along with suggesting existing content to use, for Reyna and the other content writers to author their longer-form content for various channel outputs. As direct structured authoring capabilities and wider knowledge outside of her specialist area is not a requirement of her role, she relies on Reyna and the content authors to expand the content, maintain compliance and keep within the brand guidelines.

Role Benefits and ROI

Ensuring her subject matter is compliant with external regulation and internal policies & procedures thanks to clear content guidelines from Doug, the content architect
Shortening authoring timescales through integrating and automating research platforms and data sources, augmented with the help of AI for discovery
Improving content reuse and saving hours in search, potential duplication and repurposing of the same content for different channels
Feeling confident that knowledge management is safeguarded and content is centralized in the CCMS for Reyna and her colleagues to quickly access and use

Consequences Of Doing Nothing

The complexity of the content that Monika produces without the operational and automated support of content lifecycle management technology would cause significant compliance and knowledge sharing issues for Reyna and her co-authors.

Due to the constant changes to content – particularly for market research information, industry standard or agency rules – continuous updates are required, which are extremely difficult to manage without a structured, componentized strategy in place with clear workflows and guidelines around collaboration and approval.