Making marketing content intelligent

CIO Enterprise Content Center of Excellence | ©Copyright IBM Corp, 2014, 2015 @James_Mathewson @ditaguy • #intelcontent 1

Making marketing content intelligentJames Mathewson | @James_MathewsonGlobal Search and Content Marketing

Michael Priestley | @ditaguyEnterprise Content Technology Strategy

Content owners: James Mathewson, Michael Priestley, Mike Harris Last updated: 17 March 2015


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• We’ve been here before

• We know what we need

• We all want the same thing

• We want intelligent content management

• Across an enterprise ecosystem

Making marketing content intelligent


We’ve been here before


The Evolution of Content Marketing

How many of these projects could scale? How many of

these content projects could be easily reused by other

divisions or departments? How many could be repurposed

without major human intervention? How many could even be

found after the campaign was over?

Joe Pullizi, The Evolution of Content Marketing Will Include Intelligent Content

http://contentmarketinginstitute.com/2015/01/evolution-content-marketing-include-intelligent-content/


The Evolution of Content Marketing

What if I could take a piece of content and publish it to

multiple output channels, all set to display in different

ways (because of the rules that I set) without having to

handcraft each piece of content separately?

Technical communicators have been doing this for years

Joe Pullizi, The Evolution of Content Marketing Will Include Intelligent Content

http://contentmarketinginstitute.com/2015/01/evolution-content-marketing-include-intelligent-content/


Intelligent Content Across the Organization

The benefits of using intelligent content principles

can be even more dramatic for marketing content

than for technical content.

Rahel Bailie, Intelligent Content Across the Organization

http://www.intelligentcontentconference.com/intelligent-content-across-organization/


We know what we need

9© 2014 IBM Corporation

Reading

Scrolling

Clicking

Relevant?Right and quality

assets?

In every decision point of Emily’s journey, well-structured

content is critical to deepening her relationship with IBM

Emily clicks

external drive-to

Organic search 70%

Ads/other paid 20%

Earned/social 10%

Emily lands

on

ibm.com

page, and

scans it

for relevant

content

180K per day

noEmily engages

with ibm.com

yes

Bookmark/RSS 40%

Deep dive 30%

Respond 20%

Like/share 5%

Comment/connect 5%

no

yes

Adversary

Emily goes away and is more likely

to amplify negative brand

impression in social circles

Advocate

Emily is more likely

to amplify positive

brand impression in

social circles


From taxonomy to structured content strategy

Ontologies

TaxonomiesSemantic

variants

Structured

content models

Hierarchies

Link data

Related

values

Contextual

variants

Syntactic

variants

Relevant

contentClient

UX

rules


Challenges with the current state

• Content is page bound, which presents many challenges:oFindability: Page-bound content forces users to consume more than

they need in order to find a few salient nuggets within them

oShareability: Nobody shares pages. Users share assets—videos, infographics, articles, etc.

oAdaptability: Large pages tend to turn into infinite scrolls when converted to mobile screens. Forcing users to consume the whole page to get the content they need is bad UX

oMeasurability: Users of pages focus their attention on areas of the page and their clicks on particular assets. Outside of heat maps, measurement systems aren’t up to separating poorly producing assets from those that perform well within the same page


//Subject taxonomy transformation

From To

Flat file Ontology

IBM nomenclature Client language

Required everywhere Contextual requirements

Managed centrally Governed by community

Look-up tables Author tagging assistance

Show users our back-end Hide the codes, show the values


Customer-Focused Insights

Information Architects

Portfolio Marketing

Managers

Content Marketing

Managers

Content Strategist

SEOs

Paid Search Managers

Authors

UX Designers

Developers

Client Journey Tool

Acrolinx

Editors

Production Managers

Webmasters

Web Analytics Specialists

Cross Functional Digital

Leads

IBM Content Data Cube outputs are designed around the needs of its many customers.

Customers

Roles

Apps

Executives

Next Gen Authoring Environment

CIO’s Performance Dashboard

Sales Lead

Social Media Marketers

Voices

Compass

Performance Marketing

Managers

Productized Services

Page Governance

Webmaster Optimization Reports

Keyword Governance

Taxonomy / Ontology

Consulting

Content Effectiveness Reporting

Link Audits

Content Audits

Technical Audits

Social Audits

Competitive Landscape

Internal Link Recommender

Performance Dashboard

Strategic Value PropPd. Search Reports

Content Investment ROI

Share of Search

Performance Trending

Content Calendar

Data-Driven InsightsSelf-Service Reports &

Services

SEO Keyword Planner

Optimization Recommendations

Opportunity Scenarios

User Intent Modeling

Keyword Discovery

SEO Workflow Manager

Pages

Keywords

Audit Scores

Ranking Data

Link Data

Task Management/Opportunity Status

Paid Search Insights

Rio Social Tagging

Competitor/Aggregator Engine

Site Section

Keyword Ownership

Page Ownership

Escalation Path

Blueprint

Crawler Outputs

Budgets

Crawler Errors

APIs

&

Feeds

Business

Logic &

Ontology

IBM Content Data Cube

Response Scores

Offer Performance Guidance

Media Relations

Practitioners

MAM

13


Customer-Focused Insights

Information Architects

Portfolio Marketing

Managers

Content Marketing

Managers

Content Strategist

SEOs

Paid Search Managers

Authors

UX Designers

Developers

Client Journey Tool

Acrolinx

Editors

Production Managers

Webmasters

Web Analytics Specialists

Cross Functional Digital

Leads

IBM Content Data Cube outputs are designed around the needs of its many customers.

Customers

Roles

Apps

Executives

Next Gen Authoring Environment

CIO’s Performance Dashboard

Sales Lead

Social Media Marketers

Voices

Compass

Performance Marketing

Managers

Productized Services

Page Governance

Webmaster Optimization Reports

Keyword Governance

Taxonomy / Ontology

Consulting

Content Effectiveness Reporting

Link Audits

Content Audits

Technical Audits

Social Audits

Competitive Landscape

Internal Link Recommender

Performance Dashboard

Strategic Value PropPd. Search Reports

Content Investment ROI

Share of Search

Performance Trending

Content Calendar

Data-Driven InsightsSelf-Service Reports &

Services

SEO Keyword Planner

Optimization Recommendations

Opportunity Scenarios

User Intent Modeling

Keyword Discovery

SEO Workflow Manager

Pages

Keywords

Audit Scores

Ranking Data

Link Data

Task Management/Opportunity Status

Paid Search Insights

Rio Social Tagging

Competitor/Aggregator Engine

Site Section

Keyword Ownership

Page Ownership

Escalation Path

Blueprint

Crawler Outputs

Budgets

Crawler Errors

APIs

&

Feeds

Business

Logic &

Ontology

IBM Content Data Cube

Response Scores

Offer Performance Guidance

Media Relations

Practitioners

MAM

14


We need intelligent content management


Content management must evolve

Copy and paste

• Create variants manually

• Inconsistent content

• Poorly maintained

• Horrible search

Authoring reuse

• Create variants automatically from single source

• Consistent content

• Well maintained

• May have missing search results

Runtime reuse

• Create variants dynamically from single source

• Consistent and well maintained

• Focused search results


Control common

elements

Apply metadata

for filters and

adaptive display

Share content

across

collections

Assemble and

filter

Generate outputs

For marketing content

Product

list

Legal

notice

Benefits

Mention a

product

Item for CMO

Item for CIO

Case study

Tech

overviewDisclaimer

Preview

Details

Whole

CIO

variant

Adaptive

HTML5

PDF

EPUB

Other…

JSON

CMO

variant


Title: macys’.com: …

Section: Overview

Section: Solution components

Section: The inside story …

….

Case study content model

Lightly constrained, unchunked

Provides flexibility, but doesn’t enforce

consistency or provide much additional

semantics•Limit the available elements to only those

useful in the marketing domain

•Add some additional metadata

•Does not require mature understanding of

content requirements

•Minimal reuse capabilities

Collection

Title: macy’s.com: Focusing…

overview

Requires a list (and only a list is allowed)

solution components

Requires a list of products

inside storyRequires a title

Requires “Changing the mindset”

Requires “Changing the metrics”

Requires “Aligning IT with the business”

…

Tightly constrained, chunked

Provides consistency and additional

semantics, but is much less flexible•Defines required and optional elements

•Defines required structure and sequence

•Constrains available content at lower level of

detail

• Requires mature understanding of content

requirements

•Scalable reuse


1. Plan for the context – the audience, industry, products involved, etc. and add this as metadata

2. Search the CMS for reusable content components, for example feature overviews and solution lists

3. Review the existing material and enhance or contextualize if necessary

4. Assemble the existing components into a new outline or map

5. Identify missing content and write new material to fill the gaps

6. Add new material to the CMS, ensuring that it’s available for reuse and is classified with descriptive metadata

7. Build the new document

Authoring intelligent content


Across an enterprise content ecosystem


People work together, so our technology has to

Integration across silos to support collaboration across teams

Integration of end-to-end processes to enable continuous delivery

Operations

team

Knowledge

center

team

Ibm.com

site

Software

architect

Design

content

strategist

Content

marketing

strategist

Software

developer

Content

developerMarketing

author

Deliver and

maintain

Plan and

design

Author and

reuse

Collaboration

Co

ntin

uo

us d

eliv

ery

Integration and Optimization


Learning plan

Author and reuse across silos

Training

Product docs

Marketing

Sales

Course

Tutorial

Steps

Tutorial

RFP

Feature

Benefits

Case study

Feature

overview

Business

benefits

Knowledge center product collection

Tutorial Feature Steps

Feature

Benefits

Feature

overview

Case

Study

Benefits

Instr

uctional C

onte

nt

Steps


Reuse catalog

• Quickly assemble and filter components for new campaigns/journeys

• Reuse of both assembled and component content

• Can reuse dynamically –always pick best match for criteria, regardless of origin

• Measure performance at component level

Runtime reuse

Benefits

Tutorial

Feature

Steps

Case

study

Dynamic

collection

For criteria:

• CIO

• Learning

• Interests in

cloud, security

• Banking industry


Content delivery must evolve

Static design

Produce separate content for mobile vs desktop

Responsive design

Same content reflowed for every device

Adaptive design

Content is shown or hidden as well as reflowed based on device, as well as other criteria like audience, location


Barriers to collaboration

ProcessLack of governance

Lack of feedback

CultureLack of incentives for reuse

Incentives for reinvention

ContentInconsistent content types

Inconsistent classification

TechnologyLifecycle silos tie authoring to delivery

Formats tie content to authoring system


Breaking down silos

• Build a bigger silo?There’s no silo big enough to cover cross-company reuse scenarios

• Integrate across silos?Requires that every reuser have access to every source system

• What about portable content?Requires content that can be exported from a repository with its structure, metadata, and relationships intact

Requires independent, cross-vendor standards


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