2013 Ingeniux User Conference | Seattle
CONTENT & IA
STRATEGY
WITH IMPACT:
#igxuc13 | @thePrimacy | @ZigZagJeff | thePrima...
2013 Ingeniux User Conference | Seattle
Thank you for coming today!
#igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.com ...
2013 Ingeniux User Conference | Seattle
Tweeting today?
#igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.com 3
@ZigZagJef...
2013 Ingeniux User Conference | Seattle
Good conference?
 How many here are…
– With a school?
– Different business?
– An ...
2013 Ingeniux User Conference | Seattle
Content and IA Strategy with Impact
Lost in the conversation of website design and...
2013 Ingeniux User Conference | Seattle
At the Conference:
Listening. Talking. Sharing.
Many challenges to address!
#igxuc...
2013 Ingeniux User Conference | Seattle
Common theme:
This stuff is hard!
#igxuc13 | @thePrimacy | @ZigZagJeff | thePrimac...
2013 Ingeniux User Conference | Seattle
No other category of
website has a
greater range of
relevant target
audiences than...
2013 Ingeniux User Conference | Seattle
Typical Education WebsiteAudience
Identification and Prioritization
9
Media, Facul...
2013 Ingeniux User Conference | Seattle
Its easy to oversimplify
#igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.com 10
...
2013 Ingeniux User Conference | Seattle
And…
also easy
to spoof!
#igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.com 11
2013 Ingeniux User Conference | Seattle
Typical Website
Redesign Takes
9-18 Months!
#igxuc13 | @thePrimacy | @ZigZagJeff |...
2013 Ingeniux User Conference | Seattle
All too familiar
result…
#igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.com 13
2013 Ingeniux User Conference | Seattle
Result of many website redesign efforts
 Major website redesign initiative
– New ...
2013 Ingeniux User Conference | Seattle
What makes you
different?
#igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.com 15...
2013 Ingeniux User Conference | Seattle
But ARE you different?
 Faculty care
 Strong student relationships
 Dozens of p...
2013 Ingeniux User Conference | Seattle
THE PREMISE
#igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.com 17
2013 Ingeniux User Conference | Seattle
“WHAT” AND
“HOW” IS NOT
“WHY”
#igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.co...
2013 Ingeniux User Conference | Seattle
Why
High Value
Look in the middle
#igxuc13 | @thePrimacy | @ZigZagJeff | thePrimac...
2013 Ingeniux User Conference | Seattle
Education
stakeholders are
consumed by
reflecting their
organizational
model.
#igx...
2013 Ingeniux User Conference | Seattle
Let’s take a look:
Our Starting Point
#igxuc13 | @thePrimacy | @ZigZagJeff | thePr...
2013 Ingeniux User Conference | Seattle
Let’s get our priorities straight
#igxuc13 | @thePrimacy | @ZigZagJeff | thePrimac...
2013 Ingeniux User Conference | Seattle
Foundation for Website Redesign
#igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy....
2013 Ingeniux User Conference | Seattle
Foundation for Website Redesign
#igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy....
2013 Ingeniux User Conference | Seattle
We provide for so
many ways to
navigate, but we’ve
forgotten about the
reason “the...
2013 Ingeniux User Conference | Seattle
Often, the structural “bones” are there…
#igxuc13 | @thePrimacy | @ZigZagJeff | th...
2013 Ingeniux User Conference | Seattle
…but every page works too hard
#igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.c...
2013 Ingeniux User Conference | Seattle
WHICH
BRINGS US
TO…
#igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.com 28
Cue u...
2013 Ingeniux User Conference | Seattle
The Information
Architecture (IA)
Dilemma
#igxuc13 | @thePrimacy | @ZigZagJeff | t...
2013 Ingeniux User Conference | Seattle
The “IA Dilemma”
#igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.com 30
Providin...
2013 Ingeniux User Conference | Seattle
LongstandingApproach:
Aligning Website with User’s Mental Model
Organizational Str...
2013 Ingeniux User Conference | Seattle
Revisiting the “IA Dilemma”
32#igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.co...
2013 Ingeniux User Conference | Seattle
1st: IA OrganizationalApproach
 Everything gets a home within core IA structure
...
2013 Ingeniux User Conference | Seattle
Home
Tier
One
Tier 2 Tier 2
Tier 3
Tier 4 Tier 4
Tier 5
Tier
One
Tier 2
Tier 3 Tie...
2013 Ingeniux User Conference | Seattle
Most websites lack the
“connective tissue”
#igxuc13 | @thePrimacy | @ZigZagJeff | ...
2013 Ingeniux User Conference | Seattle
 Every school has signature features that truly differentiate it from other
schoo...
2013 Ingeniux User Conference | Seattle
 Present content that relates topically/thematically without forcing the user to
...
2013 Ingeniux User Conference | Seattle
Topical / Thematic Overlay
#igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.com 3...
2013 Ingeniux User Conference | Seattle
Eschew
organizational
boundaries
#igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy...
2013 Ingeniux User Conference | Seattle #igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.com 40
Arts at
Emmanuel
Topic of...
2013 Ingeniux User Conference | Seattle #igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.com 41
Arts at
Emmanuel
Topic of...
2013 Ingeniux User Conference | Seattle
Identify unifying topics/themes across
campus
2013 Ingeniux User Conference | Seattle
Identify unifying topics/themes across
campus [ex: Health Care]
43
Topic of
Health...
2013 Ingeniux User Conference | Seattle
Identify unifying topics across campus
#igxuc13 | @thePrimacy | @ZigZagJeff | theP...
2013 Ingeniux User Conference | Seattle
…and then celebrate them
#igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.com 45
2013 Ingeniux User Conference | Seattle
I mean really celebrate them
#igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.com...
2013 Ingeniux User Conference | Seattle
Another robust approach
#igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.com 47
2013 Ingeniux User Conference | Seattle
Which leads to this…
#igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.com 48
2013 Ingeniux User Conference | Seattle
But where’s the main navigation?
#igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy...
2013 Ingeniux User Conference | Seattle
Create your own topic mash-up
#igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.co...
2013 Ingeniux User Conference | Seattle
Start somewhere, like “News”
#igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.com...
2013 Ingeniux User Conference | Seattle
What’s in a name?
Topics as “channels”
#igxuc13 | @thePrimacy | @ZigZagJeff | theP...
2013 Ingeniux User Conference | Seattle
Brand attributes as themes
#igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.com 53
2013 Ingeniux User Conference | Seattle
Enhanced Search with filters
#igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.com...
2013 Ingeniux User Conference | Seattle
Key aspects of the
customer journey
treated as a topic:
#igxuc13 | @thePrimacy | @...
2013 Ingeniux User Conference | Seattle
Before:
Visit page
lost in the IA
@thePrimacy | @bigbadjeff 56
Addresses the
“What...
2013 Ingeniux User Conference | Seattle
After:
Celebrated,
topically
@thePrimacy | @bigbadjeff 57
Articulates the
“Why”
2013 Ingeniux User Conference | Seattle
Emmanuel College:
Topics in action
#igxuc13 | @thePrimacy | @ZigZagJeff | thePrima...
2013 Ingeniux User Conference | Seattle
Content can live anywhere
#igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.com 59...
2013 Ingeniux User Conference | Seattle
And contextually relevant throughout experience
#igxuc13 | @thePrimacy | @ZigZagJe...
2013 Ingeniux User Conference | Seattle
Takeaways
#igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.com 61
Tear down the o...
2013 Ingeniux User Conference | Seattle
Identifying Topics
#igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.com 62
Signat...
2013 Ingeniux User Conference | Seattle
Outcomes we are seeing
Enhanced engagement
SEO effect, particularly with un-bran...
2013 Ingeniux User Conference | Seattle
Next wave
@thePrimacy | @bigbadjeff | thePrimacy.com 64
Customized content deliver...
2013 Ingeniux User Conference | Seattle
THANK YOU
#igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.com 65
@thePrimacy
@Zi...
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Content and IA Strategy with Impact Using Topics and Taxonomy

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Presentation from Ingeniux User Conference (#igxuc13) by Jeff Johnson of Primacy.
Session Title: Content and IA Strategy with Impact: Maximizing the Content Experience Using Topics, Themes, and Taxonomy
Session Abstract:
Lost in the conversation of online and offline communications, Web governance, content management, and authorship is how to effectively create the “connective tissue” that brings it all together in the form of an effective content and information architecture (IA) strategy.

This session looks at the power of developing unique topics, themes and taxonomy to unify the overall content experience across online (and offline) channels for your key audiences, regardless of your organizational structure or content governance model.

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  • I have always wondered why university and college websites are dull and every redesign doesn't seem to help the situation. You've nailed it!
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Content and IA Strategy with Impact Using Topics and Taxonomy

  1. 1. 2013 Ingeniux User Conference | Seattle CONTENT & IA STRATEGY WITH IMPACT: #igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.com 1 Maximizing the Content Experience Using Topics, Themes & Taxonomy
  2. 2. 2013 Ingeniux User Conference | Seattle Thank you for coming today! #igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.com 2 Jeff Johnson Education Practice Lead Managing Director | Boston Full Service Digital Agency: Website Strategy, Design and CMS Development Mobile | Social | SEO | Digital Marketing | Analytics
  3. 3. 2013 Ingeniux User Conference | Seattle Tweeting today? #igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.com 3 @ZigZagJeff @thePrimacy #igxuc13
  4. 4. 2013 Ingeniux User Conference | Seattle Good conference?  How many here are… – With a school? – Different business? – An agency or vendor? – Marketing side? – Technology side? – Just me! (Marketing and Technology and everything else, too)  Today a focus with schools, but concepts apply to all #igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.com 4
  5. 5. 2013 Ingeniux User Conference | Seattle Content and IA Strategy with Impact Lost in the conversation of website design and implementation… …How to effectively create the “connective tissue” that brings it all together in the form of an effective content and information architecture (IA) strategy. Today… Look at power of developing unique topics, themes and taxonomy to unify overall content experience #igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.com 5 Maximizing the Content Experience Using Topics, Themes, and Taxonomy
  6. 6. 2013 Ingeniux User Conference | Seattle At the Conference: Listening. Talking. Sharing. Many challenges to address! #igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.com 6
  7. 7. 2013 Ingeniux User Conference | Seattle Common theme: This stuff is hard! #igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.com 7
  8. 8. 2013 Ingeniux User Conference | Seattle No other category of website has a greater range of relevant target audiences than a college or university. #igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.com 8 Feel free to tweet this. 
  9. 9. 2013 Ingeniux User Conference | Seattle Typical Education WebsiteAudience Identification and Prioritization 9 Media, Faculty, Staff and Prospective Faculty/Staff Current Students Alumni/Donors Family/Influencer of Prospects Prospective Students
  10. 10. 2013 Ingeniux User Conference | Seattle Its easy to oversimplify #igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.com 10 http://xkcd.com/773/ Quote just heard from the audience… “Ugh, if I have to see that graphic one more time in a presentation!”
  11. 11. 2013 Ingeniux User Conference | Seattle And… also easy to spoof! #igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.com 11
  12. 12. 2013 Ingeniux User Conference | Seattle Typical Website Redesign Takes 9-18 Months! #igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.com 12 …Once you actually start!
  13. 13. 2013 Ingeniux User Conference | Seattle All too familiar result… #igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.com 13
  14. 14. 2013 Ingeniux User Conference | Seattle Result of many website redesign efforts  Major website redesign initiative – New design – New CMS (more often than is necessary) Question...  How different is the underlying structure?  What has changed with your content strategy?  Little or nothing?  Congrats! You put a new suit on the same challenges. #igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.com 14
  15. 15. 2013 Ingeniux User Conference | Seattle What makes you different? #igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.com 15 “But you don’t understand! Our faculty really do care more than their faculty.”
  16. 16. 2013 Ingeniux User Conference | Seattle But ARE you different?  Faculty care  Strong student relationships  Dozens of programs to offer  Great campus  A gazillion clubs and activities  Great food in the dining hall  Rock climbing wall #igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.com 16 If everyone says it, it’s NOT a differentiator!
  17. 17. 2013 Ingeniux User Conference | Seattle THE PREMISE #igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.com 17
  18. 18. 2013 Ingeniux User Conference | Seattle “WHAT” AND “HOW” IS NOT “WHY” #igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.com 18
  19. 19. 2013 Ingeniux User Conference | Seattle Why High Value Look in the middle #igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.com 19 Home Page Typical IA Structure Final calls to action What How The battleground areas
  20. 20. 2013 Ingeniux User Conference | Seattle Education stakeholders are consumed by reflecting their organizational model. #igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.com 20 What’s missing? The “connective tissue” to tie it all together.
  21. 21. 2013 Ingeniux User Conference | Seattle Let’s take a look: Our Starting Point #igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.com 21 And so we embark on a website redesign…
  22. 22. 2013 Ingeniux User Conference | Seattle Let’s get our priorities straight #igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.com 22 Website Redesign Priorities Attract (higher- credentialed) Students Tell the (College Name) Story Engaging and Intuitive
  23. 23. 2013 Ingeniux User Conference | Seattle Foundation for Website Redesign #igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.com 23 23
  24. 24. 2013 Ingeniux User Conference | Seattle Foundation for Website Redesign #igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.com 24 24 Where teams should spend MORE of their time Where teams should spend MORE of their time Where teams spend MOST of their time Where teams spend MOST of their time
  25. 25. 2013 Ingeniux User Conference | Seattle We provide for so many ways to navigate, but we’ve forgotten about the reason “they” are here. #igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.com 25 To consume, experience and interact with… content!
  26. 26. 2013 Ingeniux User Conference | Seattle Often, the structural “bones” are there… #igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.com 26 There’s only so many ways to name and organize these sections
  27. 27. 2013 Ingeniux User Conference | Seattle …but every page works too hard #igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.com 27 Navigation Contextual Links Factoids and thematic content AKA: “I read somewhere about a 3-click rule, so lets put navigation everywhere” AKA: “We have added too many things and now the IA isn’t intuitive” AKA: “I know you came looking for something specific but maybe click on me instead”
  28. 28. 2013 Ingeniux User Conference | Seattle WHICH BRINGS US TO… #igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.com 28 Cue up the foreboding music please
  29. 29. 2013 Ingeniux User Conference | Seattle The Information Architecture (IA) Dilemma #igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.com 29 Information architecture has performed admirably, considering… Often the real need transcends ANY information architecture structure.
  30. 30. 2013 Ingeniux User Conference | Seattle The “IA Dilemma” #igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.com 30 Providing easy, intuitive wayfinding to task-driven content, WHILE we… Enable contextual relationships between related but decentralized content, AND… Showcase differentiating aspects of (School Name) in an experiential and engaging manner, that doesn’t stop us from… The Dilemma
  31. 31. 2013 Ingeniux User Conference | Seattle LongstandingApproach: Aligning Website with User’s Mental Model Organizational Structure versus User’s Mental Model Question: What if we stop fighting the endless, winless battle? #igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.com 31
  32. 32. 2013 Ingeniux User Conference | Seattle Revisiting the “IA Dilemma” 32#igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.com Answer: And…Choose both!
  33. 33. 2013 Ingeniux User Conference | Seattle 1st: IA OrganizationalApproach  Everything gets a home within core IA structure  Navigation and nomenclature streamlined to accelerate “findability”  Stay somewhat common to most colleges, therefore low learning curve  Mostly managed by respective organizational owner #igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.com 33 Home Tier One Tier 2 Tier 2 Tier 3 Tier 4 Tier 4 Tier 5 Tier One Tier 2 Tier 3 Tier 3 Tier 4 Tier 3 Tier 2 Tier 2 Tier 3 Tier 4 Tier 4 Tier 5 Tier 5 Tier One Tier 2 Tier 2 Tier 2 Tier 3 Tier 4 Tier 5 Tier One Tier 2 Tier 3 Tier 4 Tier 5 Tier 5
  34. 34. 2013 Ingeniux User Conference | Seattle Home Tier One Tier 2 Tier 2 Tier 3 Tier 4 Tier 4 Tier 5 Tier One Tier 2 Tier 3 Tier 3 Tier 4 Tier 3 Tier 2 Tier 2 Tier 3 Tier 4 Tier 4 Tier 5 Tier 5 Tier One Tier 2 Tier 2 Tier 2 Tier 3 Tier 4 Tier 5 Tier One Tier 2 Tier 3 Tier 4 Tier 5 Tier 5 1st: IA OrganizationalApproach  Good for finding a piece of information  Not as good for contextually related information #igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.com 34 Test drive: “what’s your passion?” Science? Programs Internships ResearchAlumniFaculty Big News
  35. 35. 2013 Ingeniux User Conference | Seattle Most websites lack the “connective tissue” #igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.com 35
  36. 36. 2013 Ingeniux User Conference | Seattle  Every school has signature features that truly differentiate it from other schools. Celebrate them. 2nd: Add a Topical / Thematic Overlay #igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.com 36 Sciences at Emmanuel
  37. 37. 2013 Ingeniux User Conference | Seattle  Present content that relates topically/thematically without forcing the user to jump all around the website. Help website visitors “connect the dots”. ConceptualApproach: Connect the Dots #igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.com 37 Sciences at Emmanuel
  38. 38. 2013 Ingeniux User Conference | Seattle Topical / Thematic Overlay #igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.com 38 Sciences at Emmanuel  Celebrate them… as you may have already done  The difference: Build in, not bolt on Typical approach: Create a microsite
  39. 39. 2013 Ingeniux User Conference | Seattle Eschew organizational boundaries #igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.com 39 All schools have topics and themes that make them distinctive. Topics/themes transcend any one part of the organization. Consider ways in which to “celebrate” your school, topically/thematically.
  40. 40. 2013 Ingeniux User Conference | Seattle #igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.com 40 Arts at Emmanuel Topic of ____ at Emmanuel Boston Residence Life at Emmanuel Mission and Spirituality at Emmanuel The Catholic Intellectual TraditionAcademics at Emmanuel Visiting Emmanuel Beyond the Classroom Global Studies Research at Emmanuel Sciences at Emmanuel
  41. 41. 2013 Ingeniux User Conference | Seattle #igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.com 41 Arts at Emmanuel Topic of ____ at Emmanuel Boston Residence Life at Emmanuel Mission and Spirituality at Emmanuel The Catholic Intellectual TraditionAcademics at Emmanuel Visiting Emmanuel Beyond the Classroom Global Studies Research at Emmanuel Sciences at Emmanuel Home Tier One Tier 2 Tier 2 Tier 3 Tier 4 Tier 4 Tier 5 Tier One Tier 2 Tier 3 Tier 3 Tier 4 Tier 3 Tier 2 Tier 2 Tier 3 Tier 4 Tier 4 Tier 5 Tier 5 Tier One Tier 2 Tier 2 Tier 2 Tier 3 Tier 4 Tier 5 Tier One Tier 2 Tier 3 Tier 4 Tier 5 Tier 5 OrganizationalAND Topical
  42. 42. 2013 Ingeniux User Conference | Seattle Identify unifying topics/themes across campus
  43. 43. 2013 Ingeniux User Conference | Seattle Identify unifying topics/themes across campus [ex: Health Care] 43 Topic of Health Care School of Medicine School of Health Sciences School of Nursing School of Commu- nications School of Law School of Business Community Service Practical Training Global Programs -JD, Health Law Concentration -MBA, Healthcare Management -Healthcare PR
  44. 44. 2013 Ingeniux User Conference | Seattle Identify unifying topics across campus #igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.com 44
  45. 45. 2013 Ingeniux User Conference | Seattle …and then celebrate them #igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.com 45
  46. 46. 2013 Ingeniux User Conference | Seattle I mean really celebrate them #igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.com 46
  47. 47. 2013 Ingeniux User Conference | Seattle Another robust approach #igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.com 47
  48. 48. 2013 Ingeniux User Conference | Seattle Which leads to this… #igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.com 48
  49. 49. 2013 Ingeniux User Conference | Seattle But where’s the main navigation? #igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.com 49
  50. 50. 2013 Ingeniux User Conference | Seattle Create your own topic mash-up #igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.com 50
  51. 51. 2013 Ingeniux User Conference | Seattle Start somewhere, like “News” #igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.com 51
  52. 52. 2013 Ingeniux User Conference | Seattle What’s in a name? Topics as “channels” #igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.com 52
  53. 53. 2013 Ingeniux User Conference | Seattle Brand attributes as themes #igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.com 53
  54. 54. 2013 Ingeniux User Conference | Seattle Enhanced Search with filters #igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.com 54
  55. 55. 2013 Ingeniux User Conference | Seattle Key aspects of the customer journey treated as a topic: #igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.com 55 The campus visit is a primary inflection point for selecting a school
  56. 56. 2013 Ingeniux User Conference | Seattle Before: Visit page lost in the IA @thePrimacy | @bigbadjeff 56 Addresses the “What” and “How”
  57. 57. 2013 Ingeniux User Conference | Seattle After: Celebrated, topically @thePrimacy | @bigbadjeff 57 Articulates the “Why”
  58. 58. 2013 Ingeniux User Conference | Seattle Emmanuel College: Topics in action #igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.com 58
  59. 59. 2013 Ingeniux User Conference | Seattle Content can live anywhere #igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.com 59 In the topic area In News Any other place in the site
  60. 60. 2013 Ingeniux User Conference | Seattle And contextually relevant throughout experience #igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.com 60 Conveniently, all wired and ready to go for DMS
  61. 61. 2013 Ingeniux User Conference | Seattle Takeaways #igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.com 61 Tear down the organizational barriers. Create pages that address key “signature” and “ownable” topics. Use to aggregate access to content found throughout the website (connect the dots).
  62. 62. 2013 Ingeniux User Conference | Seattle Identifying Topics #igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.com 62 Signature themes Brand attributes Centers of gravity around research, centers and institutes Aspects of the customer journey that matter
  63. 63. 2013 Ingeniux User Conference | Seattle Outcomes we are seeing Enhanced engagement SEO effect, particularly with un-branded searches Internal satisfaction Valuable content managed by the “best” authors Inspires increased storytelling – More good content is surfacing as a result – Its showcased, not buried Foundation for overall content strategy (online and offline) – Paves way for syndication @thePrimacy | @bigbadjeff | thePrimacy.com 63
  64. 64. 2013 Ingeniux User Conference | Seattle Next wave @thePrimacy | @bigbadjeff | thePrimacy.com 64 Customized content delivery based on user behavior Integration with external marketing efforts (online and offline) Take advantage of IGX9 search and digital market tools
  65. 65. 2013 Ingeniux User Conference | Seattle THANK YOU #igxuc13 | @thePrimacy | @ZigZagJeff | thePrimacy.com 65 @thePrimacy @ZigZagJeff Jeff.Johnson@theprimacy.com
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