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Oreos are great. Milk is great. Together, however, they become something more--a memorable dunking-and-snacking experience. In a similar way, the discipline of content strategy is valuable, and the discipline of content engineering is valuable. When those disciplines work hand-in-hand, however, the result is a remarkable content experience. It's time to break down the silos between planning a strategy and engineering the implementation. Colleen Jones, principal of Content Science, and Phil Wisniewski, executive vice president of Kanban, will explain 5 reasons why these disciplines go together.
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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
• Audience Engagement • Efficiency • Revenue / Conversion
TO GET RESULTS LIKE THESE…
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 • User Journey / Lifecycle • Content Assets + Modeling • Cost / Benefit
ENGINEERING • Data Sources • Transformation • Enhancement • Localization
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
Browser / Presentation A/B or Multivariate Testing
Content Management System
Web & Mobile Analytics
Social Media
Listening & Mgmt
DMP Ad Mgmt /
DSP
CRM
DAM / VMP Tag Mgmt
User Mgmt Commerce
Campaign Mgmt
Content Sourcing
• 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.
1. Personalization
Your 5 Opportunities to Create Magic
1. Personalization 2. Presentation
2. Presentation
STRATEGY • Adaptation • Prioritization
ENGINEERING • 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 Optimization • Lazy load for
images
• File cache handling + edge servers
• Enhanced deployment + syndication process
• HTML 5 + History API allows pre-filtered search engine results based on query
• 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.
2. Presentation
Your 5 Opportunities to Create Magic
1. Personalization 2. Presentation
3. Authoring Experience
3. Authoring Experience
STRATEGY • Editorial Process • Content Lifecycle • Standards • Training
ENGINEERING • Templates & Controls • Workflow • Tools
3. Authoring Experience
• Does your process and content lifecycle drive your systems’ workflow?
• Do you have templates that help enforce your standards?
SME Syndrome!!
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
• 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.
3. Authoring Experience
Your 5 Opportunities to Create Magic
1. Personalization 2. Presentation
3. Authoring Experience 4. Reuse
4. Reuse
STRATEGY • Single Source • Content Structure • Reuse vs Repurpose vs
Reimagine
Engineering • 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?
35
Modeling Reuse Potential Revealed Need for One Description
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.
• 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.
4. Reuse
Your 5 Opportunities to Create Magic
1. Personalization 2. Presentation
3. Authoring Experience 4. Reuse
5. Organization / Governance
5. Organization / Governance
STRATEGY • Centralized vs Decentralized • Evaluation • Empowerment
ENGINEERING • 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?
THE CONTENTWRX VISION
It’s rewarding to see our progress + to tell that
story to our stakeholders.
I see opportunities for some “quick wins” + bigger changes.
It’s a relief to set realistic expectations of content impact with executives.
If we influence what users think, we also
influence what they do.
Vision: Informed Decisions
42
contentwrx.com
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
• 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.
5. Organization / Governance
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: www.kanbansolutions.com/content.
• 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.
QUESTIONS?