Cathy McKnightVice President, Consulting & Problem Solver
- Content Strategy
- Content Marketing
- Digital Transformation & Technology
- Agile Marketing
- Intranets & Internal Comms
- True Digital Transformation Still Elusive To Many Companies
- Content Governance Building The Team
- Success Starts with Change Management
As one of the leaders of The Content Advisory Cathy helps organizations transform the way technology can enable business strategy and performance. In her current role, Cathy has helped dozens of companies realize their content and marketing/communication objectives. With 20 years of global experience and expertise in content strategy, content management, intranets, marketing technologies and customer experience, Cathy has both led both strategic business transformation initiatives, as well as the detailed execution of enterprise technology implementations.
“Success in digital and content marketing comes from the quality of the content being managed. This requires a team tasked with creating, managing, and regulating the content. And it requires that this team be empowered to execute a clearly defined mandate.”
Cathy served at Aon Hewitt as the Innovation Lead and a Senior Associate for the Communications Consulting Team, building an innovative Web solutions practice for the company. As Director, Client Services at Prescient Digital Media, Cathy led a team of consultants delivering enterprise intranet strategies, and technology selection projects for a vast array of global clients. And, as Senior Communications Advisor for IBM’s Global Services division, Cathy led budget planning, intranet management, and the overall strategy and messaging of IBM’s values and Mission to internal enterprise audiences. She continues to lead strategic consulting and analyst engagements with Digital Clarity Group.
With her background crossing technology, emergent business trends, and both internal and external communications, Cathy focuses on working with DCG’s clients to bridge leadership, business process and technology acquisition and adoption. Cathy is a frequent speaker at events such as ContentTECH, ICC, CMO Summit Europe, the J Boye Intranet conference and North American CMS Experts group, and the Gilbane conference on Content, Technology, and the Customer Experience.
Organizations undergo change all the time. Some changes are small with little long-term impact on the day-to-day functioning of the company. Others are monumental, requiring the entire organization to (re)align themselves with the new reality for the change to successfully occur. And therein lies THE most important factor in implementing change: the targeted audience’s (individual,
In developing a Customer Experience strategy, it’s not the internal systems that should drive the strategy, it’s the value of the customer’s experience that should drive the internal systems. Doing something over and over again and expecting a different result is EITHER practice, or insanity. The only difference is your degree of patience – how
FUD fəd/ noun; fear, uncertainty, and doubt, usually evoked intentionally in order to put a competitor at a disadvantage. In the case of intranets, it is often an organically generated feeling articulated as “here we go again” when the internal communications start talking about the “new and improved” intranet. Intranet Principles Most of us who