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

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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 ...

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.

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

  • 1. 5 Reasons Content Strategy & Content Engineering Go Together -  LIKE MILK AND OREO COOKIES – ©2014 Content Science + Kanban
  • 2. ABOUT US…(just a few words, we promise)
  • 3. OPPORTUNITY: CONTENT MAGIC
  • 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. MAGIC FEELS MAGICAL, but it’s an illusion that’s planned and engineered To Create Content Magic, You Need STRATEGY + ENGINEERING
  • 6. Your 5 Opportunities to Create Magic 1. Personalization
  • 7. 1. Personalization STRATEGY ENGINEERING •  User Journey / Lifecycle •  Content Assets + Modeling •  Cost / Benefit •  Data Sources •  Transformation •  Enhancement •  Localization
  • 8. 1. Personalization •  Does personalization pay off for your users? •  Do you have the right content structure? •  Do you have content gaps?
  • 9. A Customer Lifecycle for a Niche Retailer
  • 10. Reuse Research Content for Nurture Phase
  • 11. 1. Personalization •  Which systems maintain the data that drives the experience? •  How is the user authenticated?
  • 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. 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. Your 5 Opportunities to Create Magic 1.  Personalization 2. Presentation
  • 15. 2. Presentation STRATEGY ENGINEERING •  Adaptation •  Prioritization •  Multi device •  SEO •  Page speed
  • 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. •  11% of mobile users entered through photo pages. •  60% of users bounced. WHY?
  • 18. •  Only a cryptic caption presented with photo. •  No orienting details presented.
  • 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. 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. 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. Your 5 Opportunities to Create Magic 1.  Personalization 2. Presentation 3. Authoring Experience
  • 23. 3. Authoring Experience STRATEGY ENGINEERING •  •  •  •  •  Templates & Controls Editorial Process Content Lifecycle Standards Training •  Workflow •  Tools
  • 24. 3. Authoring Experience •  Does your process and content lifecycle drive your systems’ workflow? •  Do you have templates that help enforce your standards?
  • 25. SME Syndrome!!
  • 26. Define Process + Lifecycle First Appropriate SME Step
  • 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. FLEXIBILITY AND CONTROL
  • 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. Your 5 Opportunities to Create Magic 1.  Personalization 2. Presentation 3. Authoring Experience 4. Reuse
  • 31. 4. Reuse STRATEGY Engineering •  Single Source •  Content Structure •  Reuse vs Repurpose vs Reimagine •  Enhancement •  Granularity •  Contextualization
  • 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. Modeling Reuse Potential Revealed Need for One Description 35
  • 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. 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. Your 5 Opportunities to Create Magic 1.  Personalization 2. Presentation 3. Authoring Experience 4. Reuse 5. Organization / Governance
  • 37. 5. Organization / Governance STRATEGY ENGINEERING •  Centralized vs Decentralized •  Evaluation •  Empowerment •  Roles + Responsibilities •  Technology Selection •  Scale
  • 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. 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. contentwrx.com 42
  • 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. RACI / DACI
  • 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. The Opportunities for Content Magic ARE NEARLY ENDLESS Content Strategy + Content Engineering Will Help You PRIORITIZE, PLAN, AND PERFORM
  • 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. QUESTIONS?