Published on March 3, 2014
5 Reasons Content Strategy & Content Engineering Go Together - LIKE MILK AND OREO COOKIES – ©2014 Content Science + Kanban
ABOUT US…(just a few words, we promise)
OPPORTUNITY: CONTENT MAGIC
YOUR MAGICAL “OREO” MOMENT demands capabilities like these… • Agility – Adapt and respond • Scalability – Extend to other brands, products, audiences / customers, or purposes • Repeatability – Replicate each day, week, month TO GET RESULTS LIKE THESE… • Audience Engagement • Eﬃciency • Revenue / Conversion
MAGIC FEELS MAGICAL, but it’s an illusion that’s planned and engineered To Create Content Magic, You Need STRATEGY + ENGINEERING
Your 5 Opportunities to Create Magic 1. Personalization
1. Personalization STRATEGY ENGINEERING • User Journey / Lifecycle • Content Assets + Modeling • Cost / Beneﬁt • Data Sources • Transformation • Enhancement • L10N
1. Personalization • Does personalization pay oﬀ for your users? • Do you have the right content structure? • Do you have content gaps?
A Customer Lifecycle for a Niche Retailer
Reuse Research Content for Nurture Phase
1. Personalization • Which systems maintain the data that drives the experience? • How is the user authenticated?
Technologies that Impact Content Personalization Ad Mgmt / DSP Campaign Mgmt Content Management System DAM / VMP Tag Mgmt Commerce User Mgmt CRM Web & Mobile Analytics Social Media Listening & Mgmt Content Sourcing DMP Browser / Presentation A/B or Multivariate Testing
1. Personalization • It’s a big eﬀort – start small! • If it requires a user to work hard or feels intrusive, personalization usually fails. • Consider the availability / uptime of your systems.
Your 5 Opportunities to Create Magic 1. Personalization 2. Presentation
2. Presentation STRATEGY ENGINEERING • Adaptation • Prioritization • Multi device • SEO • Page speed
2. Presentation • Is your content easy for your systems to access and for search engines to ﬁnd? • Do you make the right content available to users? • Do you have multiple versions of content to account for extreme screens?
• 11% of mobile users entered through photo pages. • 60% of users bounced. WHY?
• Only a cryptic caption presented with photo. • No orienting details presented.
2. Presentation • The great “responsive/adaptive” debate • Browser vs client side scripting • SEO – still not fool proof. Which tricks will help you and which can hurt you? • Caching presents both opportunities and challenges, depending on the technology.
Presentation • Lazy load for images • File cache handling + edge servers • Enhanced deployment + syndication process • HTML 5 + History API allows preﬁltered search engine results based on query
2. Presentation • It’s about much more than design. Plan for signiﬁcant content work. • Content metadata is your friend. • Dream big, but balance against design and development eﬀort. Be pragmatic.
Your 5 Opportunities to Create Magic 1. Personalization 2. Presentation 3. Authoring Experience
3. Authoring Experience STRATEGY ENGINEERING • • • • • Templates & Controls Editorial Process Content Lifecycle Standards Training • Workﬂow • Tools
3. Authoring Experience • Does your process and content lifecycle drive your systems’ workﬂow? • Do you have templates that help enforce your standards?
Deﬁne Process + Lifecycle First Appropriate SME Step
3. Authoring Experience • Workﬂow is not just to create and publish content? What about enhancement? Transcreation? Syndication? Video? • Don’t let UGC contributions go unchecked. • Lock down presentation layer even if CMS tools provide greater ﬂexibility.
FLEXIBILITY AND CONTROL
3. Authoring Experience • • • Better authoring experience = better content capability Train in more than tools. Train in process and connection of process to strategy. Be wary of OOB workﬂow – lack of in-context review/ approval capabilities impact your ability to componentize and reuse.
Your 5 Opportunities to Create Magic 1. Personalization 2. Presentation 3. Authoring Experience 4. Reuse
4. Reuse STRATEGY Engineering • Single Source • Content Structure • Reuse vs Repurpose vs Reimagine • Enhancement • Granularity • Contextualization
4. Reuse • Is reusing appropriate? Do you need to reimagine instead? • Is your content structured at a granular enough level to support reuse?
Modeling Reuse Potential Revealed Need for One Description 35
4. Reuse • Metadata / content attributes play a major role; many tools exist for metadata management. • As you get more granular, your ability to review and approve content in context is compromised. • As you deﬁne variations of modular content, DAMs become a key technology.
4. Reuse • Reuse should align with your personalization, presentation, and authoring plans. • Learn the science and art of content modeling. • Reuse has some complications that can balance out eﬃciencies. Ensure you have the right technology foundation.
Your 5 Opportunities to Create Magic 1. Personalization 2. Presentation 3. Authoring Experience 4. Reuse 5. Organization / Governance
5. Organization / Governance STRATEGY ENGINEERING • Centralized vs Decentralized • Evaluation • Empowerment • Roles + Responsibilities • Technology Selection • Scale
5. Organization / Governance • Do you have the right mix of oversight and autonomy, with clear roles and responsibilities? • Do you empower contributors and stakeholders with the right training and a collaborative culture? • Are your content decisions informed by data from ongoing evaluation?
Problems with Evaluating Content It’s a time-consuming chore to pull data from many tools. FRAGMENTATION People are obsessed with behavioral metrics. Our analytics team has diﬀerent priorities. PARADIGM SILOS We have some myopic insights, not a companywide view.
It’s rewarding to see our progress + to tell that story to our stakeholders. It’s a relief to set realistic expectations of content impact with executives. THE CONTENTWRX VISION I see opportunities for some “quick wins” + bigger changes. If we inﬂuence what users think, we also inﬂuence what they do. Vision: Informed Decisions
5. Organization / Governance • How are business needs requiring IT support staﬀed? Prioritized? • Can existing systems support? Is it the technology or the implementation? • What is the process to select new technologies and integrate into the enterprise architecture? Who manages the vendor ecosystem?
RACI / DACI
5. Organization / Governance • Think of your content people, process, and technology as one big system. • Collaboration is oil to keep the system running smoothly. • Campaigns can be an easy way to see some quick wins, but the enterprise lens is the holy grail.
The Opportunities for Content Magic ARE NEARLY ENDLESS Content Strategy + Content Engineering Will Help You PRIORITIZE, PLAN, AND PERFORM
START CREATING YOUR OWN MAGIC… • Look at your content opportunities through the lenses of strategy and engineering. • Consider the content maturity model in our joint white paper. • Learn more from the article What Is Content Engineering? in Chief Content Oﬃcer or at contentmarketinginstitute.com. • For ideas and examples, check out Clout and Does Your Content Work? at the book table.
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