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5 Reasons Content Strategy & Content Engineering
Go Together
- LIKE MILK AND OREO COOKIES –
©2014 Content Science + Kanban
@leenjones @kanbanphilip
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ABOUT US…(just a few words, we promise)
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OPPORTUNITY: CONTENT MAGIC
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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…
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MAGIC FEELS MAGICAL, but it’s an illusion that’s planned and engineered
To Create Content Magic, You Need STRATEGY + ENGINEERING
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Your 5 Opportunities to Create Magic
1. Personalization
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1. Personalization
STRATEGY • User Journey / Lifecycle • Content Assets + Modeling • Cost / Benefit
ENGINEERING • Data Sources • Transformation • Enhancement • L10N
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1. Personalization: Strategy
• Does personalization pay off for your users? • Do you have the right content structure? • Do you have content gaps?
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A Customer Lifecycle for a Niche Retailer
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Reuse Research Content for Nurture Phase
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1. Personalization: Engineering
• Which systems maintain the data that drives the experience?
• How is the user authenticated?
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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
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Content Strategy @ Nikon
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Personalization by User Behavior
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Personalization by Single Sign On
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• 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
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Your 5 Opportunities to Create Magic
1. Personalization 2. Presentation
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2. Presentation
STRATEGY • Access • Adaptation • Prioritization
ENGINEERING • Multi device • SEO • Page speed
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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?
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• 11% of mobile users entered through photo pages
• 60% of users bounced
WHY?
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• Only a cryptic caption presented with photo
• No orienting details presented
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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?
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SEO Optimization
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SEO Optimization
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SEO Optimization
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• 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
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Your 5 Opportunities to Create Magic
1. Personalization 2. Presentation
3. Authoring Experience
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3. Authoring Experience
STRATEGY • Editorial Process • Content Lifecycle • Standards • Training
ENGINEERING • Templates & Controls • Workflow • Tools
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3. Authoring Experience: Strategy
• Does your process and content lifecycle drive your systems’ workflow?
• Do you have templates that help enforce your standards?
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SME Syndrome!!
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Define Process + Lifecycle First
Appropriate SME Step
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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?
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Navigation Tools
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Navigation Tools
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Flexibility + Control
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User Generated Content
38
700+ tags
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• 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
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Your 5 Opportunities to Create Magic
1. Personalization 2. Presentation
3. Authoring Experience 4. Reuse
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4. Reuse
STRATEGY • Reuse vs Repurpose vs
Reimagine • Single Source • Content Structure
Engineering • Enhancement • Granularity • Contextualization
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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
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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?
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• 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
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Your 5 Opportunities to Create Magic
1. Personalization 2. Presentation
3. Authoring Experience 4. Reuse
5. Governance
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5. Governance
STRATEGY • Centralized vs Decentralized
or Embedded Models • Empowerment to Scale
ENGINEERING • Roles + Responsibilities • Technology Selection • Scale
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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?
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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!
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Are your teams conversant in your content strategy?
VISION VOCABULARY WISDOM
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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?
___________________________________________________
___________________________________________________
___________________________________________________
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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?
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RACI / DACI
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Expanded Content Matrix
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Copy Links & Urls Templates and Modules
Dynamic vs Static Content Channels (for Reuse)
SEO & Other Meta Data
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• 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
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Your 5 Opportunities to Create Magic
1. Personalization 2. Presentation
3. Authoring Experience 4. Reuse
5. Governance 6. Evaluation
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Pulling content-specific data from many systems is like
looking for needles in haystacks.
Problems with Evaluating Content
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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
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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
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The Opportunities for Content Magic ARE NEARLY ENDLESS
Content Strategy + Content Engineering Will Help You PRIORITIZE, PLAN, + PERFORM
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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.
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QUESTIONS? @leenjones @kanbanphilip