Kelly Dowling is Director of Product Strategy at ASUG, where she leads the strategy and development of ASUG’s Communities and educational programming. With more than 10 years at ASUG, Kelly focuses on bringing SAP customers together to share experiences, solve challenges collaboratively, and stay ahead of evolving technology priorities. She oversees the strategy for ASUG’s community experiences that stretch across digital, virtual, and in-person platforms, working across teams and with SAP to deliver relevant, high-value programming.

From Silos to Strategy: Building an Enterprise Content Engine that Delivers Results

Co-presented with: Patty Brown

At Americas’ SAP Users’ Group (ASUG), content is central to engaging more than 100,000 professionals and thousands of companies navigating complex SAP software landscapes. But scaling content across editorial, events, research, and communities required moving from siloed execution to an integrated enterprise strategy. In 2025, ASUG evolved its strategy by introducing a structured Central Content Planning (CCP) process and revamping its Communities product, enabling the team to align content around strategic topics shaping the SAP ecosystem, improve content pipeline visibility, and integrate work across teams. Result: 1,400+ pieces of content across in-person, virtual, and digital platforms, and significant growth in engagement driven by community-led programming. By coordinating planning, improving reuse, and focusing on measurable outcomes, ASUG reduced duplicated effort, strengthened engagement, and delivered a more connected customer experience.

In this session, attendees will learn how to:

• Build and operationalize an enterprise content strategy, including implementing a Central Content Planning (CCP) framework
• Focus content around strategic topics that align to audience needs and business priorities
• Integrate communities, editorial, research, and events across teams
• Measure and communicate results, including how ASUG’s Communities product drove 81% growth in registrations and 74% growth in attendance for Community Conversations
• Reduce costs and improve the customer experience through better content alignment and reuse