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the strategist and the executioner
the strategist and the executioner
the strategist and the executioner
the strategist and the executioner
the strategist and the executioner
the strategist and the executioner
the strategist and the executioner
the strategist and the executioner
the strategist and the executioner
the strategist and the executioner
the strategist and the executioner
the strategist and the executioner
the strategist and the executioner
the strategist and the executioner
the strategist and the executioner
the strategist and the executioner
the strategist and the executioner
the strategist and the executioner
the strategist and the executioner
the strategist and the executioner
the strategist and the executioner
the strategist and the executioner
the strategist and the executioner
the strategist and the executioner
the strategist and the executioner
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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 businesses …

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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  • B-O-R-I-N-G!!!!
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  • hey neil, do you have the same problems with the downloaded version? If so, I'll send you the original. Let me know.
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  • Great presentation but the text formatting makes for *very* hard reading. Any chance you could fix this?Would love to share this with colleagues. Thanks.
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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?
  • Transcript

    • 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

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