Download - The 3 Es of Scaling Content Strategy
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3es Colleen Jones, @leenjones
The of Scaling Your Content Strategy e
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A SNEAK PEEK with CONTENT STRATEGY…
2 PRODUCT DETAILS PAGE STATIC LANDING PAGE
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Scaling Your Content Strategy
ngineering e
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WHAT IS CONTENT ENGINEERING?
It’s planning the technology to deliver the right content.
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CONTENT
PEOPLE
TIME
DEVICE
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ENGINEERING PERSONALIZATION
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PERSONALIZING? CONSIDER THIS…
• How will you use customer data to drive content?
• Is your content architected / structured to reuse in personalized ways?
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ARCHITECTING CONTENT CHUNKS FOR MANY REUSES
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PRODUCT DESCRIPTION
COLLATERAL
SEARCH RESULTS PERSONALIZED NEWSROOM UPDATE
PRODUCT TEMPLATE PRODUCT PAGE
EMAIL NOTICES
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Scaling Your Content Strategy
ngineering e valuation
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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
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• 11% of mobile users entered through photo pages.
• 60% of users bounced.
WHY?
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WHAT’S WRONG WITH THIS CONTENT?
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WHAT’S YOUR BIGGEST FRUSTRATION WITH
EVALUATING CONTENT?
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FIND TOOLS TO AUTOMATE COLLECTING + REPORTING DATA
Tool Gap Assessment
! contentwrx.com/content-evaluation
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www.qlik.com/us/explore/products/qlikview/free-download
DASHBOARD TOOLS
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EVALUATION TOOLS contentwrx.com
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Scaling Your Content Strategy
e ngineering valuation mpowerment
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WHAT IS CONTENT EMPOWERMENT? It’s establishing the right content team(s) and enabling them to make good content decisions.
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JONAH!
VEEP
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AN EMPOWERED CONTENT TEAM
CHECKLIST
!
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Department Silos
Discipline Silos
Product Feature
Silos
Channel Silos
Content coach BRIDGES SILOS to make progress
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FRAGMENTED FILES
FUTURE NOW
THRIVING HUB
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VISIONARY
RELATIONSHIP BUILDER
ASSERTIVE
Key Characteristics
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SHOULD THE CONTENT COACH BE YOU?
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Scaling Your Content Strategy
ngineering e valuation mpowerment
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QUESTIONS?
Colleen Jones @leenjones
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e xcellence