Building blocks: Content Fitness

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Building Blocks at the 2013 SDL Customer Experience Summit in Londong.

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Building blocks: Content Fitness

  1. 1. What’s your Content Management Fitness Program? building-blocks.com
  2. 2. Jonathan Bill
  3. 3. Getting your content organisation in shape to make it more effective
  4. 4. Why now?
  5. 5. Content is common across all digital channels Social Media Experience Web Experience Native App Experience Content
  6. 6. Social Media Experience Web Experience Native App Experience New channel One constant in a changing landscape Content
  7. 7. Everyone struggles with it
  8. 8. We already have some of the content We can figure the content out later The plan is to go live with the existing content We have a good idea what we want to say We have a temp in who is handling the content
  9. 9. We’ve got into bad habits
  10. 10. feeding our digital channels artificial content
  11. 11. Unhealthy habits are catching up
  12. 12. Moneysupermarket hit by Google ranking revamp  Changes to Google’s secret formula for ranking internet search results had a negative effect on trading at Moneysupermarket.com last month. Sales and visitor numbers for the price comparison site’s insurance business fell in June, following changes to Google’s search algorithm, which determines how high up a website is listed when users type in “insurance”.
  13. 13. Google acting like a human
  14. 14. Need to be different
  15. 15. Get in shape!
  16. 16. Content Fitness Programme
  17. 17. Get organised and instill discipline!
  18. 18. Content Fitness Programme ✓ How content can support business and customers’ objectives ✓ Set standards, benchmarks and metrics for success ✓ Establish a system for operations and decision making ✓ Create a shared and aligned vision across all teams
  19. 19. Content Fitness Programme Unfit Fit Ad-hoc Reactive Tactical Fragmented Slow Disposable Ordinary Hard Waste Format dependent Regular Prepared Strategic Controlled Responsive Reusable Remarkable Easy Value Content first
  20. 20. Content Fitness Programme Unfit Fit Objectives People Planning Process TechnologyContent Roles
  21. 21. Content Fitness Programme Objectives People Planning Process Technology Content Roles
  22. 22. Objectives
  23. 23. What goal are you trying to achieve? Lose weight? Win the league? Not finish bottom? Run a marathon? Improve a Personal Best?
  24. 24. Business goals & vision What are we trying to achieve? acquire X new customers retain XX% existing customers add £X more revenue explore new markets and sectors
  25. 25. Brand values What would we say? What wouldn’t we say? How do we say it? How do we act? How do we reflect that?
  26. 26. Customer objectives What life goals are they trying to achieve? What is their mindset? What barriers are stopping them? What would they find useful? How can we help them? Not just in relation to your brand!
  27. 27. Does the content - support business objective? - reflect our brand values? - help our customers? Benchmark content decisions
  28. 28. Measure progress Qualitive Talking to people - what do they think and how do they feel? Quantative Reviewng, stats, analytics and other hard facts
  29. 29. Make goals and results public Shared understanding Remind yourself of what we trying to acheive Motivation Everyone can track progress and help improve
  30. 30. Objectives 3 Fitness Programme Takeaways ✓ Be clear about all objectives ✓ Make them public ✓ Continually measure against them
  31. 31. Content Fitness Programme ✓Objectives People Planning Process Technology Content Roles
  32. 32. Content Roles
  33. 33. Get a balanced workout
  34. 34. 1. Content that matters 2. Social content 3. Service content 4. Magnetic content
  35. 35. Content that matters frequent updates to give a reason to visit daily
  36. 36. Social content stimulate conversation and debate
  37. 37. Service content useful tools that provide a service
  38. 38. Magnetic content sticky, inspirational, highly engaging and sharable
  39. 39. Content Roles 3 Fitness Programme Takeaways ✓ ensure a mix of content types for your audience ✓ like daily news and in-depth features ✓ plan your magnetic and service content well in advance
  40. 40. Content Fitness Programme ✓Objectives People Planning Process Technology Content Roles ✓
  41. 41. People
  42. 42. Managing digital channels in a large organization is a team sport
  43. 43. Writers Copy editors Art directors Production staff Various editors Managing editor Editor in chief Ad sales The Publisher Publishers and Content Strategy from Jeffrey MacIntyre Traditional Publishing Lots of people involved!
  44. 44. Writers Copy editors Art directors Production staff Various editors Managing editor Editor in chief Ad sales The Publisher Video editors Motion graphics Front end devs Backend devs App devs Testers Project managers Publishers and Content Strategy from Jeffrey MacIntyre Even more disciplines...
  45. 45. stop working in silos
  46. 46. Journalists Reporters Editors Graphics Picture Desk IT Printers
  47. 47. Words Images & video Code The message/ objective
  48. 48. Work together
  49. 49. subject authority through experts
  50. 50. Editor-in-chief The ultimate decision maker
  51. 51. People 3 Fitness Programme Takeaways ✓ need a mix of skills working together as a team ✓ experts to provide subject authority ✓ an “editor-in-chief” role to make final decisions
  52. 52. Content Fitness Programme ✓Objectives People Planning Process Technology Content Roles ✓ ✓
  53. 53. Planning
  54. 54. plan for the marathon
  55. 55. Marketing Calendar Jan Feb Mar Events Brochure Launch Press campaign Outdoor campaign TV campaign New Years Easter Valentines day St. David’s day Pay Tax Sporting Event
  56. 56. Customer mindset Customers Family Couples with children Professional 20-30 years Retired 60 years Jan Feb Mar Paying of Christmas debts Easter breaks Staying warm for winter Half term Valentines romantic getaway Looking for a new job
  57. 57. Marketing Content hub Research Experts SEO PR Sales Social content Partners Engage the business to input on content for the themes
  58. 58. Magnetic content Content that matters Content hub Service content Social content Content teams shape the content from the content hubs
  59. 59. Mobile Social media Email Content hub Personalisation Digital publications website Decide the relevant digital channels Make sure they are relevant to your customer needs and available on your IT roadmap
  60. 60. IT Roadmap Jan Feb Mar Service updates New templates Upgrades
  61. 61. Content strategy Customers Family Couples with children Professional 20-30 years Retired 60 years Jan Feb Mar 10 ideas for half term hols Easter holiday photo competition Weekly travel roundup Travel digest Travel blog Start planning for the summer holidays Most read Magnetic content Content that matters Service content Social content Holiday planner app What's your most romantic getaway?
  62. 62. Create an integrated content delivery plan
  63. 63. Planning 3 Fitness Programme Takeaways ✓ understand marketing activities that are planned ✓ create themed content hubs around customer needs and key events ✓ identify limitations that will stop the plan from happening
  64. 64. Content Fitness Programme ✓Objectives People Planning Process Technology Content Roles ✓ ✓ ✓
  65. 65. Process (& governance)
  66. 66. Routine and regiment
  67. 67. supply chain/logistics ✓ automate repeatible, manual actions ✓ ensure compliance ✓ increase productivity ✓ reduce waste
  68. 68. who, what and when
  69. 69. differ per content type/role
  70. 70. R A C I esponsible ccountable onsulted nformed
  71. 71. automate repetition
  72. 72. spend more time crafting experiences
  73. 73. Provide guides, standards and manuals
  74. 74. Provide guides, standards and manuals
  75. 75. Process 3 Fitness Programme Takeaways ✓ clear processes save time in the long run ✓ RACI matrix to define who is involved and accountable ✓ Create guides and standards to help occasional users
  76. 76. Content Fitness Programme ✓Objectives People Planning Process Technology Content Roles ✓ ✓ ✓ ✓
  77. 77. Technology
  78. 78. support and enhance performance
  79. 79. get technology working for us
  80. 80. Learn how to use the right equipment when
  81. 81. Objectives & KPIs! Substance Structure Process Governance UX Built on top of http://uxmag.com/articles/content-strategy-and-ux-a-modern-love-story by Kristina Halvorson, Brain Traffic
  82. 82. Objectives & KPIs! Substance Structure Process Governance UX Technology Built on top of http://uxmag.com/articles/content-strategy-and-ux-a-modern-love-story by Kristina Halvorson, Brain Traffic
  83. 83. Technology 3 Fitness Programme Takeaways ✓ choose the right tools to help you ✓ implement them aligned to how you will actually use them ✓ remember they are tools - not the focus of your efforts
  84. 84. Content Fitness Programme ✓Objectives People Planning Process Technology Content Roles ✓ ✓ ✓ ✓ ✓
  85. 85. Nearly there!
  86. 86. Content Fitness Programme Unfit Fit Objectives People Planning Process TechnologyContent Roles Test, measure & learn
  87. 87. Define measurable objectives aligned to organisation, brand and customer goals Create variety by using a mix of content based on each content role and channel Ensure your skilled people work as a team and assign the decision maker roles Create a detailed plan, aligning your marketing and IT roadmaps as well as customer mindsets Define process and governance structures introducing routine and repetition to instill discipline Implement technology tools to support and automate your activities and improve performance
  88. 88. Thanks - let’s get started! building-blocks.com j.whiteside@building-blocks.com b.croson@building-blocks.com
  89. 89. Image references Our own and... http://www.flickr.com/photos/jurvetson/52581560/ http://www.flickr.com/photos/ratterrell/341847490/ http://www.flickr.com/photos/jdickert/3091034336/ http://www.flickr.com/photos/modashell/3346963620/ http://www.flickr.com/photos/craigmurphy/3979174573/ http://www.flickr.com/photos/621crw/sets/72157629572507894/ http://www.flickr.com/photos/vaniercollege/8033528332/ http://www.flickr.com/photos/usaghumphreys/8073243035/ http://www.flickr.com/photos/pkingdesign/8266397503/ http://www.flickr.com/photos/beittshuvah/8282472334/ http://www.flickr.com/photos/51160538@N04/8930742214/ http://www.flickr.com/photos/presidioofmonterey/8592947439/ http://photos.examiner.com/ShowGettyPhoto.cfm?assetid=154568437

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