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Marko hurst jboye2011-deliverenterprisecs


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My presentation from J.Boye 2011 on enterprise content strategy. I need to change the conversation of CS being editorial focused and take a look at what I see in the enterprise space.

My presentation from J.Boye 2011 on enterprise content strategy. I need to change the conversation of CS being editorial focused and take a look at what I see in the enterprise space.

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  • Formally or informally every organization (that produces content) has people, processes, & technology that allow them to create / publish content. Ad-Hoc.
  • Departments, technologies, processes, content, physical location, etc.
  • They may have a common goal, but no one is speaking the same language.
  • All content, both visible and behind the scenes, is interchangeably connected and only as strong as its weakest link. When full-cycle content management or its process are not fully understood or taken into account, when no single person / group “owns” content from start to finish the experience or outcome is never what could have been. *Not intended to be an exhaustive list
  • What is content strategy?How does content strategy help you?What does content strategy entail?What is the value of formalizing content strategy?
  • Connects and balances all three at all times
  • Structure… ahhhhh
  • Having you invest in an uber enterprise CMS, when all you need is a blog platform or Web CMS
  • Let’s you know when your needs have outgrown that blog platform and you really do need that enterprise CMS
  • Breaks silos, bridges, gaps. Creates unity across groups, divisions, etc. bettercoordinates content efforts. Creates a controlled vocabulary.
  • HUGE’s definition of Content Strategy
  • CAVEAT --- Every organization is unique in many aspects and therefore every deliverable, the time invested, and all activities should be customized for that situation. That being said, in my experience in the enterprise content strategy space the following deliverables are what I use most often and should be in every content strategist’s the “bag of tricks”, but not the only ones.* Note – keep in mind “enterprise”, i.e. a 10 page CPG / microsite doesn’t need a taxonomy
  • If you are not familiar with the Dublin Core – check out It’s a metadata framework that is invaluable in the enterprise.
  • Engagement info is from Gary Angel’s Functionalism work.
  • Transcript

    • 1. May 4th, 2011
      Delivering Enterprise Content Strategy
      J.Boye Conferences: Philly 2011
      45 Main Street #220, Brooklyn, NY 11222
      Phone. +1 718 625 4843
    • 2.
      The content that works on the Web has one key characteristic:
      Quote Source:
    • 3.
      The content that works on the Web has one key characteristic: It is customer-centric.
      Quote Source:
    • 4.
      The content that doesn't work on the Web also has one key characteristic:
      Quote Source:
    • 5.
      The content that doesn't work on the Web also has one key characteristic: It is organization-centric.
      Quote Source:
    • 6. Agenda.
      About me & HUGE
      Content strategy in the enterprise
      Formalizing content strategy
      Core enterprise content strategy deliverables
    • 7. Marko Hurst.
      Author, speaker, & consultant
      • Content Strategy
      • 8. Search Analytics
      • 9. Web Analytics
      • 10. User Experience
      My experience
      • Content Strategy Director @ HUGE
      • 11. 15 years experience
      • 12. Practice lead: National & regional levels
      • 13. Industries: Government, Media, Ecommerce, Financial Services, Automotive, Technology, Mobile, CPG
      Contact me
      • Marko Hurst:
      • 14. Read my blog: “Insightful Analytics”
      • 15. Follow me on Twitter: MarkoHurst
    • Select clients.
      {Client logos removed for public consumption}
    • 16. Content Strategy In The Enterprise
    • 17. A show of hands:
      Who works at an organization that already has a content strategy?
    • 18. My apologies:
      That was a trick question.
    • 19. Answer:
      Every organization already has a content strategy.
    • 20. Most organizations that don’t plan for content strategy tend to look like…
    • 21. This…
    • 22. And this...
      Tower of Babel
    • 23. When you shine a little light on the subject…
    • 24. Content strategy failure points quickly become evident.
    • 25. Improving content strategy in the enterprise starts with an understanding of content strategy, but ultimately you’ll need to…
    • 26. Improving content strategy in the enterprise starts with an understanding of content strategy, but ultimately you’ll need to…
      Formalize it.
    • 27. Formalizing Content Strategy
    • 28. Before you can formalize content strategy you need to understand what it is and how it can help you.
    • 29. Aligns your content goals across the enterprise.
    • 30. Accounts for how content lives within a brand ecosystem.
      Core Site
      Print / Broadcast assets
      Micro-site /
      Campaign site
      Your Brand
      Brand X
      Web Assets
      iPhone app
      Mobile Touch Site
      Email blasts
      Mobile Assets
      Blackberry app
      Social Media
      Android app
    • 31. Organizes and structures scalable content solutions.
    • 32. Avoids this...
    • 33. …and this.
    • 34. Provides “one voice” across the entire enterprise.
    • 35. It has a full-lifecycle content management process.
      Discover > Create > Publish > Maintain
      Content Structure
      Publishing Strategy
      Governance Plan
      Measurement / Optimization
      Publishing Requirements & Guidelines
      Asset Production
    • 36. Provides ways to measure the value of your content.
      Increase Revenue
      • Reduce negative site behavior
      • 37. Increase “conversion”
      • 38. Improve findability
      • 39. Break down / bridge content silos
      • 40. Increase onsite search result relevancy
      • 41. Improve SEO
      • 42. Personalization
      Decrease Costs
      • Reuse of content
      • 43. Automated content relationships
      • 44. More efficient publishing process
      • 45. Increased productivity
      • 46. Reduce duplicate content
      Increase User Satisfaction
      • Quicker transactions = less frustration
      • 47. More relevant and personalized experience
      • 48. Greater perceived value
      • 49. Content that is useful and worth returning to
      • 50. Increase brand affinity
    • Content Strategy
      The practice
      of making content decisions to achieve your user & business goals.
    • 51. Core Enterprise Content Strategy
    • 52. Core Deliverable:
      Content Audit / Inventory.
      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.
      • Findings and Recommendation Document
      • Automated Report
    • 53. Core Deliverable:
      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.
      • Metadata Schema
      • Metadata Specification
      • Tagging System
    • 54. Core Deliverable:
      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.
      • Taxonomy
      * While called out separately a taxonomy is also “metadata”
    • 55. Core Deliverable:
      Publishing Requirements.
      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.
      • Matrix of all content objects (modules, templates, assets, etc.)
    • 56. Core Deliverable:
      Publishing Workflow.
      Captures user touchpoints within and outside “CMS”.
      Identify and document processes around roles and responsibilities associated with publishing content to the site.
      • Workflow phases
      • Workflow process
    • 57. Core Deliverable:
      Governance Plan.
      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.
      • Governance plan
    • 58. Core Deliverable:
      Content ROI Analysis.
      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.
      • Post-launch content recommendations (traffic, user research, behavior, new / remove content, etc.)
      • Dashboard
    • 59. Q&A
    • 60. Thank you!
      45 Main Street, 2nd floor
      Brooklyn, NY 11201
      Call us.
      Phone: +1 718 625 4843
      Fax: +1 718 625 5157