The Best Practices in Intelligent Content

4 Key Takeaways from the Intelligent Content Conference 2016
We’ll be with you at the top of the hour.
Get in touch via @oneHippo or @KanbanSolutions
Robert Rose #Intelcontent

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Quick Facts
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– whether they are known or anonymous – and deliver the content they value at speed, in any context and on any device.
Hippo in Brief
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Kanban Solutions in Brief
Kanban specializes in solutions that benefit from intelligent content principles and require integration and implementation
of both commercial and open-source software, including content management, commerce and related marketing
technologies. Kanban offers The Intelligent Content and Engineering Strategy (ICES) as the starting point for organizations
looking to optimize their content, customer experience and technology initiatives.

Housekeeping
➢ 55 minutes
➢ One guest Presenter
➢ Recording available afterwards
➢ Polls
➢ Please leave a rating from 1 - 5
➢ Q&A after presentation

Today’s presenter:
Robert Rose
Senior Analyst at the Digital Clarity Group
@Robert_Rose

INTELLIGENT
BEST PRACTICES
KEY TAKEAWAYS
@Robert_Rose • #intelcontent
CONTENT

Finding
Meaning
In The
Mystery

Less about how to
optimize the
business, and more
about how to
optimize you within
the business

The future of
content will
be in your
ability to
change the
business.

Content
The Once &
Future
King

Content- The Once And Future King

The technology of content has been realized
at the expense of both the value
and evolution of content itself.
CONTENT
Is Coal

the content technology
revolution has been realized
at the expense of the business
value of content itself.

THREE MAJOR TAKEAWAYS

Strategic Content Is About Achieving Business Goals,
Not Content Goals
“to design content as an asset, you have to design it for a
particular business outcome, and decide then how to assess
its performance. ”
- Kate Kenyon

Technology Is Important,
But Humans Are More Important.
“You need a CMS that focuses on delivering consistent
content across all your digital touchpoints. But to do this
properly you need to add structure to your content. ”
- Arje Cahn

Understanding The Customer Journey Comes Before
You Develop Your Content Strategy Not After
“You have to understand your
key personas and their
journeys before you you make
your content models.”
- Noz Urbina
“You need to find the moments
of truth in each of your content
strategies.”
- Tim Walters

1. Tools & technology that support Intelligent Content
2. “Content Model” as the connective tissue for a strategy
3. Starting with small focus areas, and then expanding your
content across the organization and the buyer’s journey

Tools & Technology

Content Performance Is
The New Management
Face the fact: it’s never going to be
“easy” to manage Web content
Managing enterprise content well might
be one of the most differentiating things
you do.
Our Content CREATION strategies are
unique and hardly simple. Why would
our MANAGEMENT be different?

1. Facilitate content experiences across
multiple channels and platforms
2. Create editorial velocity across
multiple work groups
3. Provides flexibility for businesses to
run the software anywhere
4. Content performance that
listens to behavior and
optimizes in real time

Content Modeling – Connective Tissue

Content is no longer simply
managed – it must perform
Which leads to a…
Content strategy that connects
an end to end experience
Scaled and powered by…
Real-time insight and feedback
to content creators…
enabled by…

Starting With Small Focus Areas

Real-time insight
And agility…
How do we make sure we’re
effectively working with the assets
we have?
How do we assign the most
effective editors?
How do we articulate ROI?
Where do we have content gaps
for existing personas?

CONTENT
The Once & Future King

It’s the totality of
all the individual experiences
that make up the Customer’s Experience

With the advent of Big
Data, sophisticated
analytics, social software,
the Internet of Things and
cloud computing… the
“trusted advisor” business
model now has the
potential to expand from
the niche of the very
wealthy to become a mass
market event.” @Robert_Rose • #intelcontent

Cost
Quantity
Marginal
Cost
Marginal
Revenue

The two things that
drive the marginal cost curve
Efficiency and Demand

Strategic
Value
Business
Model
Wall Of Anxiety
(marginal value)
Business
Strategy
Marketing
Strategy
Marketing
Tactic
Loyalty
Tactic
2000 2010 2015 2020 2025

What does this mean?

Content will not ultimately be a role or a department
The skills, the approach will be institutional competencies
managed by the core elements of the business
The strategic use of content will be solely focused on
creating efficiency and/or demand for content

This feels different.
Anxiety. Fear. Anger. Disbelief.

http://www.martechadvisor.com/articles/study-half-of-marketing-jobs-will-be-replaced-by-machine-intelligence/

We have to get good at the game.
And the game is simple:
How do we adapt to deliver
MORE efficiency or MORE demand
for our content

Look Up.
Find your road – and pave it consciously
That’s where you’ll find the meaning

Questions
51
Find out more about Hippo:
@OneHippo
www.onehippo.com
Find out more about Kanban:
@KanbanSolutions
www.kanbansolutions.com

The Best Practices in Intelligent Content

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