Discovery Well Done = Right Delivery. Right Content. Right User. Right Context.
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Discovery Well Done = Right Delivery. Right Content. Right User. Right Context.

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Discovery Well Done = Right Delivery. Right Content. Right User. Right Context. Discovery Well Done = Right Delivery. Right Content. Right User. Right Context. Presentation Transcript

  • AZZARD CONSULTINGContent DiscoveryKEVIN P NICHOLS , DIRECTOR AND GLOBALPRATICE LEAD OF CONTENT STRATEGY@ SAPIENTNITROREBECCA SCHNEIDER, PRESIDENT, AZZARDCONSULTING © COPYRIGHT 2013 SAPIENT CORPORATION & AZZARD CONSULTING
  • Today’s Agenda1. Introduction2. What is Content3. Discovery Phase4. Content Inventory5. Content Audit6. Content Strategy Framework7. Questions and Feedback AZZARD CONSULTING
  • 1. Introduction 3
  • Introduction Kevin Nichols Director, Global Practice Lead, Content Strategy, Sapient/Nitro 17 Years experience in the Web Development Industry Key Clients: MIT Open Courseware, Hewlett Packard, Sprint, Intel Rebecca Schneider President, Azzard Consulting 18 Years experience in Information Management Industries: Retail, Auto Manufacturing, Financial Services, Technology AZZARD CONSULTING
  • 2. What is Content? 5
  • Content is a valuable asset – digital or not sheet metal HTML .swf .wav socks PDF car parts .jpg books records .mov bottles of wine sheet music CDs shovels coffee.aspx photographic print DVDs .avi drills AZZARD CONSULTING
  • 3. Discovery Phase 7
  • Discovery Phase – Discover/Define Discover/Define Design ImplementationContent Assessment CMS Content Model Migration Plan• Content Inventory • Content Entry• Competitive Assessment Content Matrix • Resource Planning• Content Audit Content inputs into IA Content Production PlanContent Strategy POV / CMS WorkflowsRecommendations• Audit Findings Taxonomy• Content Requirements Schema-Component-Template Map• Future-state recommendations• Conceptual content model and/or Governance Model domain model • Editorial workflows• Governance Recommendations • Processes • Staffing plan • Business Org Structure Editorial Calendar Editorial Guide • Voice & Tone Definition • Usage Guidelines • Authoring Guidelines • Writing for SEO Copy Deck Template AZZARD CONSULTING
  • Discovery Phase - Purpose Understand the current-state to frame the future-state: • For content experience • For content delivery • For content governance Recommends a high-level future-state model. Goal: Gain enough understanding of content eco-system to kick-off design phase. AZZARD CONSULTING
  • Discovery Phase – Role in Content Strategy Arguably the MOST important phase in content strategy work because it frames the future state solution. Is the time and opportunity for you to get to know the content ecosystem. Without this understanding your solution will have holes / issues. AZZARD CONSULTING
  • Discovery Phase - DeliverablesCurrent-state assessment of content ecosystem: Content Inventory – quantitative assessment of content and its properties Content Audit – qualitative assessment of content ecosystem (should not just include the content itself). Requires analysis of content AND stakeholder interviews. Content Strategy Framework with findings, gaps and issues analysis and future-state recommendations:  Stakeholder Interviews – findings and analysis  Audit Findings  Future-state recommendations (tie these to issues uncovered)  High-level roadmap for future-state AZZARD CONSULTING
  • Discovery Phase – Going into Discovery Know the project parameters – why are you doing it? If you don’t have a project brief and need to uncover this information, review SOW and ensure alignment with project stakeholder / owner. If no SOW exists, ensure alignment on the project with key stakeholders at a high-level: answer questions such as why we are doing this and what is the high-level scope (just a website? Mobile? All digital properties, etc.) Come up with a preliminary team who represent the various stakeholders at play, include technology, marketing, communications, SEO, analytics, business leads, etc. AZZARD CONSULTING
  • 4. Content Inventory 13
  • Discovery Phase – Content InventoryPurpose Documents the volume of current state content ecosystem in terms of type, volume and scope. Is critical to understand the content landscape Is critical for any type of content migration Requires manual AND system approachGoals: Come out with an understanding of all the types of content represented in the current state, including any relevant properties about that content. Come out with an understanding of any gaps associated with the content (requires understanding competitive and/or best in class digital sites). AZZARD CONSULTING
  • Discovery Phase – Content Inventory – How to do it? Start with a template that captures the information you need. Use Excel  Know the level of detail required  If you don’t know, start with the first two levels of information. On a Website, this would be first two levels in navigation.  Get Tech and BA teams to validate to which level is necessary (page-level, content type-level, modular/object-level). Run a spider to determine which information is indexed (for web, mobile, etc)  What spider does not capture should be noted (non-indexed content) Ask for any existing inventories or audits, if in a CMS, have team generate a report of all published site(s) AZZARD CONSULTING
  • Discovery Phase – Content InventoryHow to do it: As you complete the work, circulate it with the stakeholders who create or work with the content; have each indicate who owns which content and any necessary inputs/outputs or systems or data pulls Validate it with stakeholders:  All types of content within the line of business are captured  Each content type is prioritized  Any inputs or outputs per content type are adequately captured. That is, what is required to create the content? What are the outputs? Use the inputs/outputs fields in the spreadsheet  Any types of content that are missing or are known to be forthcoming (e.g., a future campaign or a new product launch)  Authors and sources for content AZZARD CONSULTING
  • 5. Audit 17
  • Discovery Phase – AuditPurpose Captures the issues in the content-ecosystem The ‘content audit’ is one aspect and assesses the efficacy, richness, relevance, accessibility, measurability and optimization of the content experience. Also includes an audit of the content lifecycle and governanceGoal: Come out with an understanding of all strengths, weaknesses, gaps and issues with the current-state to frame the future state. AZZARD CONSULTING
  • Discovery Phase – Audit – How to do it? Draw from the project brief, brand guide and any information known about the project to come up with a set of principles for evaluation. This includes reviewing competitive models Ensure that you know the criteria for evaluation (this content is rich because of X…) For the content audit piece, use the inventory and place additional columns in the spreadsheet to capture any issues or qualitative information about the content. Use stakeholder interviews to fill-in missing pieces of information Work with project team to identify necessary stakeholders. AZZARD CONSULTING
  • Discovery Phase – Audit – Stakeholder Interview Review Protocol Review Inventory/Audit Template AZZARD CONSULTING
  • Group Exercise - AuditZappos is doing a new design of their mobile and Websites. They will use a new CMS, newly designed templates (visual as well as user experience). They want opportunities for new content and leverage existing content as much as possible. Teams of 15 people (One team do zappos.com/ other team do m.zappos.com) Use template found at: http://www.kevinpnichols.com/enterprise_content_strategy/ Decide on what the criteria is for the audit Update the template (but cutting out unnecessary fields) so that it reflects what you feel the content audit should be. Start populating the audit (do at least one row) AZZARD CONSULTING
  • 6. Content Strategy Framework 22
  • Discovery Phase – Content Strategy FrameworkPurpose Roll-up all the findings from the current state assessment Make recommendations for the design phase around content types and features, content production and lifecycle, metadata and search, accessibility compliance, taxonomy development, and content governance. This document becomes the design roadmap for content strategyGoal: Convey a picture of the current state, any issues and position the opportunities for the future state in a series of recommendations AZZARD CONSULTING
  • Discovery Phase – Content Strategy Framework –How to do it? Construct a document that captures gaps, issues and pain-points Tie each issue to a future-state recommendation AZZARD CONSULTING
  • Discovery Phase – Content Strategy FrameworkSample TOC Introduction—Scope of the audit, what it covers, and why it was completed, as well as the process used to conduct it (e.g., inventoried content, audited it, identified key issues, sought sign off, etc.) Content Quality—Brand integrity Content Quality—Relevance, timeliness, and accuracy Content Quality—Richness and effective messaging Content Structure—How content is labelled, categorized, taxonomy, etc. Content Prioritization —Content priorities per key pages (e.g., priorities on the homepage, key landing pages, etc.) Metadata and SEO Accessibility Compliance Metrics and Analytics Content Production and Content Lifecycle Findings—These should document the workflow processes and any issues, gaps, and requirements for the future-state design Website Content Governance AZZARD CONSULTING
  • 7. Feedback and Contact Information 26
  • Questions? What did you want to learn that you still have questions about? AZZARD CONSULTING
  • Keep the conversation going. . .Rebecca Schneider rschneider@azzardconsulting.com azzardconsulting.com http://www.linkedin.com/in/rebeccaschneiderKevin P Nichols knichols@sapient.com kevinpnichols.com Twitter: #kpnichols LinkedIn: http://www.linkedin.com/pub/kevin-nichols/0/b50/160 AZZARD CONSULTING
  • © 2011 SapientNitro | a division of Sapient Corporation 29