Marko hurst jboye2011-deliverenterprisecs

May 4th, 2011
Delivering Enterprise Content Strategy
J.Boye Conferences: Philly 2011
45 Main Street #220, Brooklyn, NY 11222
Phone. +1 718 625 4843
info@hugeinc.com

“
The content that works on the Web has one key characteristic:
’’
Quote Source: http://www.marketingprofs.com/7/killer-web-content-examples-mcgovern.asp

“
The content that works on the Web has one key characteristic: It is customer-centric.
’’

“
The content that doesn't work on the Web also has one key characteristic:
’’

“
The content that doesn't work on the Web also has one key characteristic: It is organization-centric.
’’

Agenda.
About me & HUGE
Content strategy in the enterprise
Formalizing content strategy
Core enterprise content strategy deliverables
Q&A

Marko Hurst.
Author, speaker, & consultant
Content Strategy
Search Analytics
Web Analytics
User Experience
My experience
Content Strategy Director @ HUGE
15 years experience
Practice lead: National & regional levels
Industries: Government, Media, Ecommerce, Financial Services, Automotive, Technology, Mobile, CPG
Contact me
Marko Hurst: mhurst@hugeinc.com
Read my blog: MarkoHurst.com “Insightful Analytics”
Follow me on Twitter: MarkoHurst

Select clients.
{Client logos removed for public consumption}

Content Strategy In The Enterprise

A show of hands:
Who works at an organization that already has a content strategy?

My apologies:
That was a trick question.

Answer:
Every organization already has a content strategy.

Most organizations that don’t plan for content strategy tend to look like…

This…
Siloed

And this...
Tower of Babel

When you shine a little light on the subject…

Content strategy failure points quickly become evident.
Search
Metadata
Website
Taxonomy
Advertisements
Performance

Improving content strategy in the enterprise starts with an understanding of content strategy, but ultimately you’ll need to…

Improving content strategy in the enterprise starts with an understanding of content strategy, but ultimately you’ll need to…
Formalize it.

Formalizing Content Strategy

Before you can formalize content strategy you need to understand what it is and how it can help you.

Aligns your content goals across the enterprise.

Accounts for how content lives within a brand ecosystem.
Core Site
Print / Broadcast assets
Micro-site /
Campaign site
Your Brand
Brand X
Web Assets
Newsletters
iPhone app
Marketing
Mobile Touch Site
Email blasts
Mobile Assets
Blackberry app
Social Media
Android app
3rd-party
platforms
WAP
Twitter
Facebook
iTunes
YouTube

Organizes and structures scalable content solutions.

Avoids this...

…and this.

Provides “one voice” across the entire enterprise.

It has a full-lifecycle content management process.
Discover > Create > Publish > Maintain
Content Structure
Publishing Strategy
Governance Plan
Measurement / Optimization
Research
Publishing Requirements & Guidelines
Asset Production
Workflow
Migration

Provides ways to measure the value of your content.
Increase Revenue
Reduce negative site behavior
Increase “conversion”
Improve findability
Break down / bridge content silos
Increase onsite search result relevancy
Improve SEO
Personalization
Decrease Costs
Reuse of content
Automated content relationships
More efficient publishing process
Increased productivity
Reduce duplicate content
Increase User Satisfaction
Quicker transactions = less frustration
More relevant and personalized experience
Greater perceived value
Content that is useful and worth returning to
Increase brand affinity

Content Strategy
The practice
of making content decisions to achieve your user & business goals.

Core Enterprise Content Strategy
Deliverables

Core Deliverable:
Content Audit / Inventory.
Purpose
Current state assessment.
This is where you learn your content inside and out. Research, assessment and analysis of website properties and content holdings. Sets the strategic foundation for content and identifies timeline for content planning and production.
Deliverables
• Findings and Recommendation Document
• Automated Report

Core Deliverable:
Metadata.
Purpose
Improve findability, search, and create associations between content.
Provides a controlled vocabulary and framework that allows for unified structure, reuse, and findability. Depending on your relationship needs the metadata itself can be linear or hierarchical between metadata elements.
Deliverables
• Metadata Schema
• Metadata Specification
• Tagging System

Core Deliverable:
Taxonomy.
Purpose
Structure content in a relational manner.
Provides context for classifying, storing, and retrieving related content, as well as facilitating other classifications, such as glossaries. They allow users to access relevant objects, ideas and/or experts quickly and efficiently.
Becomes the center of your Controlled Vocabulary.
Deliverables
• Taxonomy
* While called out separately a taxonomy is also “metadata”

Core Deliverable:
Publishing Requirements.
Purpose
Clearly defines the Who, What, When, Where, & Why of your content.
Identifies the exact content production requirement for each content object. This forms the basis of you “Content Standards” that are later used for Governance.
Deliverables
• Matrix of all content objects (modules, templates, assets, etc.)

Core Deliverable:
Publishing Workflow.
Purpose
Captures user touchpoints within and outside “CMS”.
Identify and document processes around roles and responsibilities associated with publishing content to the site.
Deliverables
• Workflow phases
• Workflow process

Core Deliverable:
Governance Plan.
Purpose
Captures the rules and exceptions for maintaining content standards.
Governance consists of the set of processes, customs, policies affecting the way people direct, administer and create content.
Deliverables
• Governance plan

Core Deliverable:
Content ROI Analysis.
Purpose
Measure the value of your content.
Ensure content is performing according to established goals / strategy. Helps planning with budget, resources, product lines, content types, and more.
Deliverables
• Post-launch content recommendations (traffic, user research, behavior, new / remove content, etc.)
• Dashboard

Thank you!
www.hugeinc.com
45 Main Street, 2nd floor
Brooklyn, NY 11201
Call us.
Phone: +1 718 625 4843
Fax: +1 718 625 5157
info@hugeinc.com

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