the strategist and the executioner
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There is a communications gap between content strategy (strategists) and content management (executioners). Content architecture can serve an important role in bridging that gap to enable......

There is a communications gap between content strategy (strategists) and content management (executioners). Content architecture can serve an important role in bridging that gap to enable businesses to think strategically, yet execute tactically.

Content strategy needs content architecture (and vice versa). Content architecture allows ideas to be presented, challenged and approved prior to production downstream by bringing different teams and IT together around a common communications framework.

Content architecture is the specification for a content management solution. It is not a replacement for content strategy. Far from it. Instead the aims, audiences, publishing needs typically captured as part of a content strategy, are key, but often missing inputs to content architecture.

Background: http://www.marketingtechnologyplatform.com/content-strategy-needs-content-architecture/

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  • But more importantly, IT is driven by efficiency and cost-elimination: the “bottom line”;Marketing is driven by the big idea, the high-impact campaign, revenue growth and improving the “top line”.How do we solve this?

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  • 1. The Strategist &The Executioner
    Cleve Gibbon (@cleveg)
  • 2. We provide the expertise
    to execute on and guide the definitionof Digital Marketing Strategies
    We’re Technologistsfor the Marketing world
  • 3. Where are we going today?
    01
    The Case for Content Architecture
    02
    What is Content Architecture?
    03
    Five Heuristics for Content Architecture
  • 4. The Case for Content Architecture
  • 5. It starts with Remark-able Content
    01
    Consumers tune out traditional marketing efforts.
    02
    Influenced by Content, Community & Marketplace.
    03
    Brands need to Position, Target and Segment.
    CUSTOMER
    CUSTOMER
    CUSTOMER
    REMARKABLE
    TARGET
    PRODUCT
    CUSTOMER
    CUSTOMER
    POSITION
    SEGMENT
    CUSTOMER
    CUSTOMER
    CUSTOMER
    Source: http://www.amazon.co.uk/Inbound-Marketing-Found-Google-Social/dp/0470499311
  • 6. Where is Remark-able Content?
    Source: http://tippingpointlabs.com/2011/02/02/wednesday-video-the-real-online-universe/
  • 7. Marketing Technology Platform
  • 8. Where does Content Strategy sit?
    CRM
    SOCIAL MEDIA
    EMAIL
    SEARCH
    CMS
    CONTENT STRATEGY
    WEB
    ECOMMERCE
    ONLINE CHANNELS
    PRODUCT INTEGRATIONS
    ANALYTICS
    MOBILE
    MARKETING AUTOMATION
  • 9. What isContent Architecture?
  • 10. Content ArchitectureThe Missing Link?
    What is it?
    • Specification for a content managed solution
    • 11. Best practice, convention, models and designs
    Why is it important?
    • Shared understand of how content is managed
    Common Tasks
    • Educate teams both up and down stream
    • 12. Unite technologists with ‘the others’
    • 13. Deeper insights into content workflow
    • 14. Making content tangible early
  • Strategist
    planning and creating content
    Executioner
    managing and publishing content
    The Strategist & The Executioner
  • 15. Content Architecture
    Content
    Architecture
    Source: http://www.marketingtechnologyplatform.com/what-do-content-strategists-do/
  • 16. FiveHeuristics for Content Architecture
  • 17. news.acme.com
    news.acme.co.uk
    news.acme.com.au
    blogs.acme.com/news/rss.xml
    blogs.acme.com/news/
    forums.acme.com/news/
    twitter.com/acmenews
    facebook.com/acmenews
    linkedin.com/in/acmenews
    1: Convention over Configuration
    acmenews-<campaignid>
    traffic source
    tagging
    news-admin
    news-reviewers
    news-authors
    news@acme.com
    news-dev@acme.com
    news-support@acme.com
  • 18. 1: Convention over Configuration
    Save
    x2
    Effort
    Strategist
    Define & Disseminate convention
    Executioner
    Develop and Enforce convention
  • 19. 2: Personas + Journeys ≠ Workflow
    Advisor Joanne – user journeys
    Journey1: Research to recommend funds to her clients
    “I need to find valuable information to send to my clients that support s what I will recommend to them.”
    Joanne Goals:
    Acme Goals:
    Provide Financial Advisors with valuable information to send to their clients.
    Entry point
    Route
    Exit
    Acme website
    Acme website
    Google search
    Acme website
    Acme website
    website link to Acme funds
    Search for Mr Smith, the person who manages the fund
    Video of Mr Smith talking about the fund
    Share the video with her client
    Acme fund fact sheets
    Closes the window
  • 20. 2: Personas + Journeys ≠ Workflow
    Save
    x2
    Effort
    Strategist
    Map author journeys onto customers journeys
    Executioner
    Focus on optimising author journeys
  • 21. 3: Don’t Re-Purpose Content, Re-Use It
    Navigable Content Types.
    Multiple Channels.
    One URL.
  • 22. 3: Don’t Re-Purpose Content, Re-Use It
    Save
    x3
    Effort
    Strategist
    Understand channel agnostic content types.
    Executioner
    Model reusable content types with uniform urls
  • 23. 4: Localise First, Personalise Second.
  • 24. 4: Localise First, Personalise Second.
    Save
    x5
    Effort
    Strategist
    Surface language, local and personal content
    Executioner
    Structure, categorise and tag content.
  • 25. 5: Nail the Author Experience
  • 26. 5: Nail the Author Experience
    Save
    x10
    Effort
    Strategist
    Uncover the optimal experiences for authors.
    Executioner
    Make authors proficient and productive.
  • 27. CS Forum 11 Takeaways
    From Karen
    • CMSis the enterprise software that uxforgot.
    • 28. Your cms workflow is every bit tied to revenue as the customer journey.
    • 29. Very few cms's have analytics on cmsusage.
    • 30. Create once, publish everywhere (COPE).
    From Elizabeth
    • Content First entry system – No Word Documents.
    From Lisa
    • Content seems hard because it exists in a dynamic context.
    From Nicole
    • Say no to good ideas in favour of better ideas.
  • www.marketingtechnologyplatform.com
    twitter.com/cleveg
    Thank You