Contextually Relevant Content Strategy

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Content without context is useless. Content works best when it accounts for user behaviours, situations and the world around them. But how can it do that? …

Content without context is useless. Content works best when it accounts for user behaviours, situations and the world around them. But how can it do that?

This presentation discusses the methods of context analysis: Personal-Behavioural Context, Personal-Situational Context, and Ambient Factors, and examines how to implement this research, to create the basis for a context-rich content strategy.

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  • Requires a greater amount of attention and focus on what users come for (the content) and on what makes that content meaningful (context) - Understanding Media: The Extensions Of Man\n
  • Content Strategists are the link between what users come to the site for and being sure they leave feeling engaged and SATISFIED\n
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Transcript

  • 1. CONTEXTUALLY RELEVANT CONTENT STRATEGIES CONTENT STRATEGY FORUM 2011 - 6 SEPTEMBER 2011 | DANIEL EIZANS | @DANIELEIZANS@danieleizans
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  • 2. WHAT WE’LL COVER 1 WHY CONTEXT IS IMPORTANT 2 ELEMENTS OF CONTEXT ANALYSIS 3 CONTEXT MODELS FOR CONTENT PLANNING 4 MAKING CONTEXT ACTIONABLE@danieleizans
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  • 3. DANIEL EIZANS - MODERN MOBILE PERSONAL PROFILE / SCENARIO CONTEXT MODELS Dan is a married, 30-year-old digital Self-Directed strategist at a large advertising agency. Preferential Active individual that spends a great deal CONTENT NEEDS of time taking part in outdoor activitie Video such as climbing, hiking, camping, fishing Configurator/Customizers and team sports. Photography Performance Data/Demos • Currently owns a 2003 Honda CR-V that he will keep for camping and hauling. • Car enthusiast who dreams of a vehicle BACKGROUND that he can enjoy on a commute or on a Relies primarily on OEM websites, racetrack 5% 4% third party reviews and technology 5% sites and magazines when Models in consideration: Honda researching vehicles Crosstour, Ford Mustang, Ford Taurus 20% 50% SHO, BMW M3 and Subaru WRX STi Prefers to research and make initial contact with dealer through online methods and is guarded about what 16% “I want a car that I can information he shares enjoy on my commute Considers himself knowledgeable and on the track,” about vehicles and spends a lot of time in the research portion of shopping Digital Indirect Mobile Direct Print Social@danieleizans
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  • 4. LIFE HAPPENED ...@danieleizans
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  • 5. MY CONTEXT CHANGED@danieleizans
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  • 6. DANIEL EIZANS - EXHAUSTED EXECUTIVE CONTEXT MODELSPERSONAL PROFILE / SCENARIO SituationalDan is a married, 31-year-old father of a Self-Directedtwo-month old boy. Attitudinal• By day Dan works as director of owned CONTENT NEEDSstrategy at a large advertising agency. Video Detailed Spec Sheets• By night he prepares bottles, washes Current Offerscloth diapers and prepares to be spit up Trade-In Calculatorson• Needs a vehicle that will accommodatecar seats, the family dog and all their gear BACKGROUND Relies primarily on OEM websites, 2%• He is currently in Market for a Ford third party reviews and technologyEdge, Ford Explorer, Chevy Equinox sites and magazines when 23%and Honda CR-V researching vehiclesHe needs a vehicle that will allow him to Prefers to research and make initial 57%express his personal style and get his contact with dealer through online 18%child to and from daycare. methods and is guarded about what information he shares. Schedules ALL appointments and makes vehicle “I want a car that I won’t selections online. hate being seen in that fits Digital Mobile Print my growing family,” Considers himself knowledgeable Indirect about vehicles and spends a lot of time in the research portion of shopping@danieleizans
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  • 7. CONTENT HAS TO WORK HARDER@danieleizans
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  • 8. 1 WHY CONTEXT?@danieleizans
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  • 9. CONTENT STRATEGY Helps inform the production of content that is: - Findable - Segmented - SEO Friendly - Good For Business - Useful For Humans - Useable By Machines - Maintainable Over Time@danieleizans
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  • 10. PRODUCTS OF CS It follows that in most cases content strategy provides one or a combination of: - Editorial Guidance - Pillars For Communication - Content Management Guidelines - Findability@danieleizans
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  • 11. WHAT IT DELIVERS@danieleizans
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  • 12. CONTEXT = ENGAGEMENT@danieleizans
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  • 13. @danieleizans
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  • 14. HUMANS = ROBOTS@danieleizans
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  • 15. ROBOTS HAVE WIRES@danieleizans
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  • 16. HUMANS HAVE BRAINS@danieleizans
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  • 17. AND BRAINS ARE TRICKY@danieleizans
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  • 18. PEOPLE THINK DIFFERENTLY@danieleizans
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  • 19. CONTEXT SHIFTS BY DEVICE@danieleizans
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  • 20. ALSO ... Access Speed Time Of Access Temperature Geography Cognitive Capacity Content Familiarity Etc. Etc. Etc.@danieleizans
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  • 21. BE AN ETHNOGRAPHER@danieleizans
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  • 22. 2 ANALYZING USER CONTEXTS@danieleizans
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  • 23. PERSONAL-BEHAVIORAL CONTEXT DOING environmental factors, Physical Emotional FEELING physical activity, psychological state, stress habits, disabilities, level, desires, wants, needspreferences, sensory stimuli Cognitive LEARNING cognitive assumptions, learning ability, education } CONTEXT DRIVEN PERSONAS@danieleizans
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  • 24. PERSONAL-SITUATIONAL CONTEXT Task Need Task Task Situation Task Need Need Task Task Task Task SCENARIO REQUIRING CONTENT@danieleizans
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  • 25. SITUATIONAL-BEHAVIORAL CONTEXT Task Need Task Physical Emotional Task Situation Task Need Need Cognitive Task Task Task Task CONTEXTUAL CONTENT STRATEGY@danieleizans
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  • 26. EVOLUTION OF USER CONTEXT@danieleizans
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  • 27. CONTEXT MODELS 3 FOR CONTENT PLANNING@danieleizans
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  • 28. CONTEXT MODELS Self Directed Situational Preferential Attitudinal@danieleizans
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  • 29. SELF-DIRECTED CONTEXTPlans for content based on auser initiated segmentationstrategy - Product - Persona - Brand/Service Experience - Content Pathing/DecisionTreesExamples:Volkswagen UK | Ford EV For Me@danieleizans
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  • 30. WHEN TO DEPLOY- Clear segments for contentexist (e.g. Shop, Own, Support)- High levels of user control andfreedom are necessary (e.g.research intensiveEngagements)- Content exists across multipleplatforms@danieleizans
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  • 31. REQUIREMENTSRESEARCH- Stakeholder Interviews- User Panels / Interviews- Competitive Analysis- Light Usability TestingDATA NEEDS- Site Side Analytics (SSA)Analysis- Content Metrics@danieleizans
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  • 32. SITUATIONAL CONTEXTPlans for content based onperceived or actual situations- Physical Location- Time of Day- Ambient Data- Product Specialty- Life Stage / Event- Device Limitations & StrengthsExamples:Webmd.com | Clorox.com@danieleizans
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  • 33. WHEN TO DEPLOY - Life events require a site’s service/product/content - Platforms dictate unique engagements - Behavioral motivators influence decisions - Complex tasks require content to provide clarity@danieleizans
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  • 34. REQUIREMENTS RESEARCH:- Use case scenarios- Behavioral/Ethnographic dataDATA NEEDS:- Engagement Flows- Cross Platform Strategy- Legal Permissions- Privacy PermissionsNOTE: Needs may vary depending on theexecution.@danieleizans
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  • 35. PREFERENTIAL CONTEXTPlans for content based on userpreferences that have been:- Self reported- Assumed- Mined from social graphs- Driven by ambient data- Driven by product insightsExamples:Amazon | Yelp!@danieleizans
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  • 36. WHEN TO DEPLOY- Publishers have access andpermissions to user data- A recommendation engineor algorithm exist- A CMS is powering content- Products/Services have aheavy social component- In combination with Self-Directed Context@danieleizans
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  • 37. REQUIREMENTS RESEARCH:- Use Case- Behavioral- Taxonomic- Usability Testing- Intercept TestingDATA NEEDS:- Engagement Flows- Cross Platform Strategy- Taxonomy Strategy- Privacy Permissions@danieleizans
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  • 38. ATTITUDINAL CONTEXTPlans for content refinement basedon mined user data from:- Self reported survey- Site search analytics- Intercept/opinion studies- Qualitative panelsExamples:Various Mobile Apps | ESPN.com | Apple@danieleizans
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  • 39. WHEN TO DEPLOY- Budget allows for study- Content/Navigation orPlatform elements areineffective- Numerous segments areengaged with key site areas- Product, service dictatefrequent analysis of satisfaction@danieleizans
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  • 40. REQUIREMENTSRESEARCH- Opinion Survey- Intercept Studies- Panel Testing- Usability TestingData- Governance Plan- Analytics Support- Effectiveness Measures- Optimization Plan@danieleizans
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  • 41. 4 MAKING CONTEXT ACTIONABLE@danieleizans
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  • 42. NOT OUR USERS http://www.flickr.com/photos/tom_weilenmann/51673288/ | Flickr User Tom Weilenmann@danieleizans
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  • 43. EVOLVING “ The effects of technology do not occur at the level of opinions or concepts, rather, they alter “patterns of perception,” steadily and without any resistance. ” - Marshall McLuhan (Understanding Media: The Extensions Of Man)@danieleizans
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  • 44. BE THE LADDER CS User http://www.flickr.com/photos/tmtht/4029281127/sizes/o/in/photostream/ | Flickr User: kfjmiller@danieleizans
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  • 45. ENGAGEMENT@danieleizans
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  • 46. BRING THINGS@danieleizans
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  • 47. OPTIMIZE BY ... 1. Collaborating with UX/Research/ Metrics 2. Testing, Testing, Testing 3. Refining, Refining, Refining 4. Collecting, Collecting Collecting@danieleizans
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  • 48. BE USER CENTRIC “ The way the mind works when its looking at something is totally different than the way the mind works when its USING something. ” - Gerry McGovern 5 Sept. 2011@danieleizans
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  • 49. CUTE BABY@danieleizans
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  • 50. THANKS.Daniel EizansWeb: http://danieleizans.comTwitter: @danieleizansSlideShare: http://slideshare.net/danieleizansLinkedIn: http://linkedin.com/in/deizansE: daniel.eizans@teamdetroit.com@danieleizans
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