Published on March 3, 2014
INTELLIGENT CONTENT CONFERENCE The Journey from Intelligent Content to Business Value Dave Wieneke - @UsefulArts
Every business has its own driving force
Strategy vs. Planning Strategy > Growth Planning > Certainty • Seeks variable conditions • Focus on growth by acquiring & keeping customers. • Success is subject to the timeline and preference of customers. • Start with givens • Focuses on use of assets. • Company is ultimately the customer of actions. • Success is time bound and relatively controllable. TOP LINE: Sources BOTTOM LINE: Uses
Director Ang Lee Producer Kevin Spacey Star Jessica Chastain
Audience Vision Stephanie Losse Dell, Managing Editor Revenue Vision Andrew Bosworth Sr. Engineer & “Revenue Hacker” Content Expression Tom Friedman Writer, New York TImes
“Content” is clinical concept
“Intelligent” is attributes Intelligent attributes Structurally rich Semantically categorized Automatically discoverable Reusable Reconfigurable Adaptable
It allows better management Intelligent attributes Intelligent capabilities Structurally rich Semantically categorized Automatically discoverable Reusable Reconfigurable Adaptable Contextual Portable Targeted Accessible Manageable
And a more dynamic consumption Intelligent attributes Intelligent capabilities Intelligent benefits Structurally rich Semantically categorized Automatically discoverable Reusable Reconfigurable Adaptable Contextual Portable Targeted Accessible Manageable Seamless Relevant Personal Easy Timely
Let’s see some examples • Five traits that up-level content • Contenting to valuable relationships.
Growing consumer power Informational agility Transactional empowerment
Verb-based organization Web Site NAV Function Content
Fewer, better words What can I do here? Is this for me/Fun/Easy. Is this for real?
App as info design
Put a face in front of the brand. Personalization PERSON 1200 VERSIONS / BRANDED TO ACCOUNT STAFF
Name Photo Clicker Rate 4.2% 6.2% 48% Total Click Rate 6.0% 9.8% 63%
Be the media
Attach content to take a valuable position Values / Identify Opportunity Capability
Open the gates for change. Resources for growth
Relationships drive value
Content spans the organization MARKETING SALES SUPPORT PRODUCT & ENGINEERING INFORMATION TECHNOLOGY HUMAN RESOURCES OPERATIONS
Thank you ISITE Design Dave Wieneke
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