Colleen Jones, @leenjones

Scalable Content Strategy from Nice Thought to Viable Vision

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Promising Pilot Scalable Success

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Promising Pilot Scalable Success

36% Increase in Weekly Sales

The 2 Es of Scalable Content Strategy

valuation e

WHAT IS CONTENT EVALUATION? It’s a constant, ongoing assessment of whether your content is working and why.

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GREAT EXPECTATIONS FOR CONTENT

•  11% of mobile users entered through photo pages.

•  60% of users bounced.

WHY?

WHAT’S WRONG WITH THIS CONTENT?

WHAT’S YOUR BIGGEST FRUSTRATION WITH

EVALUATING CONTENT?

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FIND TOOLS TO AUTOMATE THE GRUNT WORK

Tool Gap Assessment

! contentwrx.com/content-evaluation

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Content Evaluation

Framework

3 PILLARS OF SMALL DATA

SUCCESS

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actionable content intelligence contentwrx.com

The 2 Es of Scalable Content Strategy

ngineering e valuation

WHAT IS CONTENT ENGINEERING?

It’s planning the technology to deliver the right content.

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CONTENT

PEOPLE

TIME

CHANNEL

ENGINEERING PERSONALIZATION

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ENGINEERING PERSONALIZATION? CONSIDER ACROSS CHANNELS…

What are the OPPORTUNE MOMENTS to personalize?

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OPPORTUNE MOMENT for personalization

Post Purchase Email

Product  Tips  

Related  products  

Related  condi:on  

ENGINGEERING PERSONALIZATION? CONSIDER ACROSS CHANNELS…

What are the OPPORTUNE MOMENTS to personalize?

Is your content ARCHITECTED to reuse in those opportune moments?

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ARCHITECTING CONTENT FOR OMNICHANNEL REUSE

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PRODUCT DESCRIPTION

WEB + OFFICE COLLATERAL

SEARCH RESULTS PERSONALIZED NEWSROOM UPDATE

CUSTOMER WEB PAGE

PERSONALIZED EMAIL NOTICES FINANCIAL ADVISOR

WEB PAGE

IS YOUR CONTENT ARCHITECTED FOR THE FUTURE?

QUESTIONS?

Colleen Jones @leenjones