Your SlideShare is downloading. ×
0
5 Reasons Content Strategy
& Content Engineering
Go Together
-  LIKE MILK AND OREO COOKIES –

©2014 Content Science + Kanb...
ABOUT US…(just a few words, we promise)
OPPORTUNITY: CONTENT MAGIC
YOUR MAGICAL “OREO” MOMENT
demands capabilities like these…
•  Agility – Adapt and respond
•  Scalability – Extend to othe...
MAGIC FEELS MAGICAL,
but it’s an illusion that’s
planned and engineered
To Create Content Magic, You Need
STRATEGY + ENGIN...
Your 5 Opportunities to Create Magic

1. Personalization
1. Personalization

STRATEGY

ENGINEERING

•  User Journey / Lifecycle
•  Content Assets + Modeling
•  Cost / Benefit

•  D...
1. Personalization

•  Does personalization pay off for your users?
•  Do you have the right content structure?
•  Do you h...
A Customer Lifecycle
for a Niche Retailer
Reuse
Research Content
for Nurture Phase
1. Personalization

•  Which systems maintain the data that drives
the experience?
•  How is the user authenticated?
Technologies that Impact
Content Personalization
Ad Mgmt /
DSP

Campaign
Mgmt

Content Management System

DAM /
VMP

Tag M...
1. Personalization

•  It’s a big effort – start small!
•  If it requires a user to work hard or feels
intrusive, personali...
Your 5 Opportunities to Create Magic

1.  Personalization
2. Presentation
2. Presentation

STRATEGY

ENGINEERING

•  Adaptation
•  Prioritization

•  Multi device
•  SEO
•  Page speed
2. Presentation

•  Is your content easy for your systems to access and for
search engines to find?
•  Do you make the righ...
•  11% of mobile users entered
through photo pages.
•  60% of users bounced.

WHY?
•  Only a cryptic caption
presented with photo.
•  No orienting details
presented.
2. Presentation

•  The great “responsive/adaptive” debate
•  Browser vs client side scripting
•  SEO – still not fool pro...
Presentation Optimization
•  Lazy load for
images
•  File cache handling
+ edge servers
•  Enhanced
deployment +
syndicati...
2. Presentation

•  It’s about much more than design. Plan for
significant content work.
•  Content metadata is your friend...
Your 5 Opportunities to Create Magic

1.  Personalization
2. Presentation
3. Authoring Experience
3. Authoring Experience

STRATEGY

ENGINEERING

• 
• 
• 
• 

•  Templates & Controls

Editorial Process
Content Lifecycle
...
3. Authoring Experience

•  Does your process and content lifecycle
drive your systems’ workflow?
•  Do you have templates ...
SME Syndrome!!
Define Process + Lifecycle First

Appropriate
SME Step
3. Authoring Experience

•  Workflow is not just to create and publish content. What
about enhancement? Transcreation? Synd...
FLEXIBILITY AND CONTROL
3. Authoring Experience

• 
• 
• 

Better authoring experience =
better content capability
Train in more than tools. Train...
Your 5 Opportunities to Create Magic

1.  Personalization
2. Presentation
3. Authoring Experience
4. Reuse
4. Reuse

STRATEGY

Engineering

•  Single Source
•  Content Structure
•  Reuse vs Repurpose vs
Reimagine

•  Enhancement
...
4. Reuse

•  Is reusing appropriate? Do you need to reimagine
instead?
•  Is your content structured at a granular enough
...
Modeling Reuse Potential Revealed
Need for One Description

35
4. Reuse

•  Metadata / content attributes play a major role; many tools
exist for metadata management.
•  As you get more...
4. Reuse

•  Reuse should align with your personalization,
presentation, and authoring plans.
•  Learn the science and art...
Your 5 Opportunities to Create Magic

1.  Personalization
2. Presentation
3. Authoring Experience
4. Reuse
5. Organization...
5. Organization / Governance

STRATEGY

ENGINEERING

•  Centralized vs Decentralized
•  Evaluation
•  Empowerment

•  Role...
5. Organization / Governance

•  Do you have the right mix of oversight and autonomy,
with clear roles and responsibilitie...
It’s rewarding to see our
progress + to tell that
story to our stakeholders.

It’s a relief to set realistic
expectations ...
contentwrx.com

42
5. Organization / Governance

•  How are business needs requiring IT support staffed?
Prioritized?
•  Can existing systems ...
RACI / DACI
5. Organization / Governance

•  Think of your content people, process, and
technology as one big system.
•  Collaboration...
The Opportunities for Content Magic
ARE NEARLY ENDLESS
Content Strategy + Content Engineering Will
Help You PRIORITIZE, PL...
START CREATING
YOUR OWN MAGIC…
•  Look at your content opportunities through the
lenses of strategy and engineering.
•  Co...
QUESTIONS?
Oreos + Milk: 5 Reasons Content Strategy + Content Engineering Go Together
Oreos + Milk: 5 Reasons Content Strategy + Content Engineering Go Together
Upcoming SlideShare
Loading in...5
×

Oreos + Milk: 5 Reasons Content Strategy + Content Engineering Go Together

2,615

Published on

Oreos are great. Milk is great. Together, however, they become something more--a memorable dunking-and-snacking experience. In a similar way, the discipline of content strategy is valuable, and the discipline of content engineering is valuable. When those disciplines work hand-in-hand, however, the result is a remarkable content experience. It's time to break down the silos between planning a strategy and engineering the implementation. Colleen Jones, principal of Content Science, and Phil Wisniewski, executive vice president of Kanban, will explain 5 reasons why these disciplines go together.

Published in: Business
0 Comments
9 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
2,615
On Slideshare
0
From Embeds
0
Number of Embeds
13
Actions
Shares
0
Downloads
44
Comments
0
Likes
9
Embeds 0
No embeds

No notes for slide

Transcript of "Oreos + Milk: 5 Reasons Content Strategy + Content Engineering Go Together"

  1. 1. 5 Reasons Content Strategy & Content Engineering Go Together -  LIKE MILK AND OREO COOKIES – ©2014 Content Science + Kanban
  2. 2. ABOUT US…(just a few words, we promise)
  3. 3. OPPORTUNITY: CONTENT MAGIC
  4. 4. YOUR MAGICAL “OREO” MOMENT demands capabilities like these… •  Agility – Adapt and respond •  Scalability – Extend to other brands, products, audiences / customers, or purposes •  Repeatability – Replicate each day, week, month TO GET RESULTS LIKE THESE… •  Audience Engagement •  Efficiency •  Revenue / Conversion
  5. 5. MAGIC FEELS MAGICAL, but it’s an illusion that’s planned and engineered To Create Content Magic, You Need STRATEGY + ENGINEERING
  6. 6. Your 5 Opportunities to Create Magic 1. Personalization
  7. 7. 1. Personalization STRATEGY ENGINEERING •  User Journey / Lifecycle •  Content Assets + Modeling •  Cost / Benefit •  Data Sources •  Transformation •  Enhancement •  Localization
  8. 8. 1. Personalization •  Does personalization pay off for your users? •  Do you have the right content structure? •  Do you have content gaps?
  9. 9. A Customer Lifecycle for a Niche Retailer
  10. 10. Reuse Research Content for Nurture Phase
  11. 11. 1. Personalization •  Which systems maintain the data that drives the experience? •  How is the user authenticated?
  12. 12. Technologies that Impact Content Personalization Ad Mgmt / DSP Campaign Mgmt Content Management System DAM / VMP Tag Mgmt Commerce User Mgmt CRM Web & Mobile Analytics Social Media Listening & Mgmt Content Sourcing DMP Browser / Presentation A/B or Multivariate Testing
  13. 13. 1. Personalization •  It’s a big effort – start small! •  If it requires a user to work hard or feels intrusive, personalization usually fails. •  Consider the availability / uptime of your systems.
  14. 14. Your 5 Opportunities to Create Magic 1.  Personalization 2. Presentation
  15. 15. 2. Presentation STRATEGY ENGINEERING •  Adaptation •  Prioritization •  Multi device •  SEO •  Page speed
  16. 16. 2. Presentation •  Is your content easy for your systems to access and for search engines to find? •  Do you make the right content available to users? •  Do you have multiple versions of content to account for extreme screens?
  17. 17. •  11% of mobile users entered through photo pages. •  60% of users bounced. WHY?
  18. 18. •  Only a cryptic caption presented with photo. •  No orienting details presented.
  19. 19. 2. Presentation •  The great “responsive/adaptive” debate •  Browser vs client side scripting •  SEO – still not fool proof. Which tricks will help you and which can hurt you? •  Caching presents both opportunities and challenges, depending on the technology.
  20. 20. Presentation Optimization •  Lazy load for images •  File cache handling + edge servers •  Enhanced deployment + syndication process •  HTML 5 + History API allows prefiltered search engine results based on query
  21. 21. 2. Presentation •  It’s about much more than design. Plan for significant content work. •  Content metadata is your friend. •  Dream big, but balance against design and development effort. Be pragmatic.
  22. 22. Your 5 Opportunities to Create Magic 1.  Personalization 2. Presentation 3. Authoring Experience
  23. 23. 3. Authoring Experience STRATEGY ENGINEERING •  •  •  •  •  Templates & Controls Editorial Process Content Lifecycle Standards Training •  Workflow •  Tools
  24. 24. 3. Authoring Experience •  Does your process and content lifecycle drive your systems’ workflow? •  Do you have templates that help enforce your standards?
  25. 25. SME Syndrome!!
  26. 26. Define Process + Lifecycle First Appropriate SME Step
  27. 27. 3. Authoring Experience •  Workflow is not just to create and publish content. What about enhancement? Transcreation? Syndication? Video? •  Don’t let UGC contributions go unchecked. •  Lock down presentation layer even if CMS tools provide greater flexibility.
  28. 28. FLEXIBILITY AND CONTROL
  29. 29. 3. Authoring Experience •  •  •  Better authoring experience = better content capability Train in more than tools. Train in process and connection of process to strategy. Be wary of OOB workflow – lack of in-context review/ approval capabilities impact your ability to componentize and reuse.
  30. 30. Your 5 Opportunities to Create Magic 1.  Personalization 2. Presentation 3. Authoring Experience 4. Reuse
  31. 31. 4. Reuse STRATEGY Engineering •  Single Source •  Content Structure •  Reuse vs Repurpose vs Reimagine •  Enhancement •  Granularity •  Contextualization
  32. 32. 4. Reuse •  Is reusing appropriate? Do you need to reimagine instead? •  Is your content structured at a granular enough level to support reuse?
  33. 33. Modeling Reuse Potential Revealed Need for One Description 35
  34. 34. 4. Reuse •  Metadata / content attributes play a major role; many tools exist for metadata management. •  As you get more granular, your ability to review and approve content in context is compromised. •  As you define variations of modular content, DAMs become a key technology.
  35. 35. 4. Reuse •  Reuse should align with your personalization, presentation, and authoring plans. •  Learn the science and art of content modeling. •  Reuse has some complications that can balance out efficiencies. Ensure you have the right technology foundation.
  36. 36. Your 5 Opportunities to Create Magic 1.  Personalization 2. Presentation 3. Authoring Experience 4. Reuse 5. Organization / Governance
  37. 37. 5. Organization / Governance STRATEGY ENGINEERING •  Centralized vs Decentralized •  Evaluation •  Empowerment •  Roles + Responsibilities •  Technology Selection •  Scale
  38. 38. 5. Organization / Governance •  Do you have the right mix of oversight and autonomy, with clear roles and responsibilities? •  Do you empower contributors and stakeholders with the right training and a collaborative culture? •  Are your content decisions informed by data from ongoing evaluation?
  39. 39. It’s rewarding to see our progress + to tell that story to our stakeholders. It’s a relief to set realistic expectations of content impact with executives. THE CONTENTWRX VISION I see opportunities for some “quick wins” + bigger changes. If we influence what users think, we also influence what they do. Vision: Informed Decisions
  40. 40. contentwrx.com 42
  41. 41. 5. Organization / Governance •  How are business needs requiring IT support staffed? Prioritized? •  Can existing systems support? Is it the technology or the implementation? •  What is the process to select new technologies and integrate into the enterprise architecture? Who manages the vendor ecosystem?
  42. 42. RACI / DACI
  43. 43. 5. Organization / Governance •  Think of your content people, process, and technology as one big system. •  Collaboration is oil to keep the system running smoothly. •  Campaigns can be an easy way to see some quick wins, but the enterprise lens is the holy grail.
  44. 44. The Opportunities for Content Magic ARE NEARLY ENDLESS Content Strategy + Content Engineering Will Help You PRIORITIZE, PLAN, AND PERFORM
  45. 45. START CREATING YOUR OWN MAGIC… •  Look at your content opportunities through the lenses of strategy and engineering. •  Consider the content maturity model in our joint white paper: www.kanbansolutions.com/content. •  Learn more from the article What Is Content Engineering? in Chief Content Officer or at contentmarketinginstitute.com. •  For ideas and examples, check out Clout and Does Your Content Work? at the book table.
  46. 46. QUESTIONS?
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×