5 Reasons Content Strategy & Content Engineering

Go Together

-  LIKE MILK AND OREO COOKIES –

©2014 Content Science + Kanban

@leenjones @kanbanphilip

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 •  L10N

1. Personalization: Strategy

•  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: Engineering

•  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

Content Strategy @ Nikon

Personalization by User Behavior

Personalization by Single Sign On

•  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 •  Access •  Adaptation •  Prioritization

ENGINEERING •  Multi device •  SEO •  Page speed

2. Presentation: Strategy

•  Is your content easy for your systems to access and for search engines to find?

•  Do you need multiple versions of some content to account for extreme screens?

•  Do you prioritize the right content for your users?

•  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: Engineering

•  Responsive vs adaptive?

•  Browser vs server side scripting? What are the opportunities and challenges with caching?

•  Which SEO “tricks” will help you and which can hurt you?

SEO Optimization

SEO Optimization

SEO Optimization

•  It’s about much more than design. Plan for significant content work.

•  Content metadata is your friend. •  Dream big, but balance against content,

design, and development effort.

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: Strategy

•  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: Engineering

•  Workflow about more than create and publish. What about enhancement? Transcreation? Syndication? Video?

•  Is your presentation layer locked down while allowing flexibility for your CMS users?

•  Are your user-generated content contributions going unchecked?

Navigation Tools

Navigation Tools

Flexibility + Control

User Generated Content

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700+ tags

•  Better authoring experience = better content capability.

•  Train in more than tools. Train in process and connection of process to strategy.

•  Be wary of out-of-box workflow. Review capabilities impact your ability to componetize and reuse.

3. Authoring Experience

Your 5 Opportunities to Create Magic

1.  Personalization 2. Presentation

3. Authoring Experience 4. Reuse

4. Reuse

STRATEGY •  Reuse vs Repurpose vs

Reimagine •  Single Source •  Content Structure

Engineering •  Enhancement •  Granularity •  Contextualization

4. Reuse: Strategy

•  Is reusing appropriate? Do you need to reimagine instead?

•  Is your content structured at a granular enough level to support reuse?

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Modeling Reuse Potential Revealed Need for One Description

Product Template Product Page

Product Description

Print Collateral

Search Results News Feed

4. Reuse: Engineering

•  What tools will you use to manage your content metadata and attributes?

•  How will reusing content chunks affect your ability to review and approve content in context?

•  Will you need a digital asset management system for all of the variations of your modular content?

•  Align reuse 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. Governance

5. Governance

STRATEGY •  Centralized vs Decentralized

or Embedded Models •  Empowerment to Scale

ENGINEERING •  Roles + Responsibilities •  Technology Selection •  Scale

5. Governance: Strategy

•  Do you have the right mix of oversight and autonomy, with clear roles and responsibilities?

•  Do you empower contributors and stakeholders with a conversant and collaborative culture?

A sneak peek behind the scenes…

We’re creating videos and rich content for the

product launch.

We might be, too. What exactly do you

mean by rich content?

Wait, so are we.

SILO SYNDROME!

50  

Are your teams conversant in your content strategy?

VISION VOCABULARY WISDOM

Content Strategy Training + Brief

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I’m seeing people ask more questions like the ones in the Brief and do more planning at the front end of a content project. Diane Bunton Marketing Director, Global Online Content Operations, Dell

!

1

Content Strategy Brief Template

Our Content Strategy At-a-Glance Our content will ______________________________________

___________________________________________________

___________________________________________________

By

o ____________________________________________

____________________________________________

o ____________________________________________

____________________________________________

o ____________________________________________

____________________________________________

o ____________________________________________

____________________________________________

How We Will Carry Out the Strategy

Will we curate existing content, edit existing content, or create new

content?

___________________________________________________

___________________________________________________

___________________________________________________

5. Governance: Engineering

•  How are business needs requiring IT support staffed? Prioritized?

•  Can existing systems support your effort? Are problems because of the technology or its implementation?

•  What is the process to select new technologies and integrate into the enterprise architecture? Who manages the vendor ecosystem?

RACI / DACI

Expanded Content Matrix

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Copy Links & Urls Templates and Modules

Dynamic vs Static Content Channels (for Reuse)

SEO & Other Meta Data

•  Think of your team(s), processes, and technology as one big system.

•  Collaboration is oil to keep the system running smoothly.

•  Campaigns are a way to see some quick wins, but the enterprise lens is the holy grail.

5. Governance

Your 5 Opportunities to Create Magic

1.  Personalization 2. Presentation

3. Authoring Experience 4. Reuse

5. Governance 6. Evaluation

Pulling content-specific data from many systems is like

looking for needles in haystacks.

Problems with Evaluating Content

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.

Vision: Actionable Content Intelligence

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.

DID WE ALL SHOP AT THE SAME SHIRT STORE?

Vision: Actionable Content Intelligence

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Evaluation Tools Are Emerging

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Before Tools: Ask the Right Questions

Going through the data mining process and asking the right questions is the hardest part.

With seemingly unlimited data and finite time, narrowing the scope to yield meaningful answers is critical.

Alan Segal

Senior Director Business Intelligence Cox Media

The Opportunities for Content Magic ARE NEARLY ENDLESS

Content Strategy + Content Engineering Will Help You PRIORITIZE, PLAN, + 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.

•  Learn more from the article What Is Content Engineering? in Chief Content Officer or at contentmarketinginstitute.com.

QUESTIONS? @leenjones @kanbanphilip