2. @scriptorium, @JakeScriptorium
⢠Technical Consultant at Scriptorium
⢠Plugin developer and content
strategist
⢠Avid game designer
⢠Web site: scriptorium.com
⢠Blog: scriptorium.com/blog
⢠Podcast: scriptorium.com/content-
strategy-experts-podcast/
Jake Campbell
3. @scriptorium, @JakeScriptorium
⢠Established in 1997
⢠North Carolina corporation,
based in Durham/RTP
⢠Content strategy and
solution implementation
⢠Technology agnostic
About Scriptorium
4. @scriptorium, @JakeScriptorium
⢠Content as an asset
⢠Holistic customer journey
⢠Internet of Things aka
connected enterprise
⢠Improving search
⢠Digital business
transformation
Agenda
7. @scriptorium, @JakeScriptorium
⢠Meets regulatory
requirements
⢠Enables customer to use a
product successfully
⢠Provides reference
information to prospective
buyer doing research
⢠Supports brand message
How is content an asset?
10. @scriptorium, @JakeScriptorium
⢠Meets regulatory
requirements
⢠Enables customer to use a
product successfully
⢠Provides reference
information to prospective
buyer doing research
⢠Supports brand message
Assets gone wrongâŚ
⢠Product is recalled because of
incorrect content
⢠Frustrated customers return
products
⢠Prospective buyers donât ďŹnd what
they need to know or, worse, ďŹnd
only the competitionâs content
⢠Contradicts brand message
27. ⢠Body Level One
⢠Body Level Two
⢠Body Level Three
⢠Body Level
Four
⢠Body Level
Five
@scriptorium, @JakeScriptorium
Buy
Customer
journey
Buy
Marketing
funnel
29. Pre-sales versus post-sales
@scriptorium, @JakeScriptorium
Factual
⢠User documentation
⢠Training materials
⢠Knowledge basePersuasive
⢠Product overview
⢠Advertising
⢠White paper
31. Content strategy â¨
in the customer journey
@scriptorium, @JakeScriptorium
Buy
You matter.
You matter.
You still matter.
And even
here, you
matter.
52. @scriptorium, @JakeScriptorium
⢠Need the right (small) chunk
of information
⢠Need metadata to identify
which contexts that chunk is
relevant to
⢠Need code to glue things
together
The content perspective on context
56. @scriptorium, @JakeScriptorium
⢠The information shows up
when people search for it.
⢠It performs well with certain
keywords
⢠The search engine has
graded the content as
relevant
Findability
61. @scriptorium, @JakeScriptorium
⢠No more back-formation of
data
⢠Single source of truth
⢠Content is derived from data
⢠Content is not data storage
Data hygiene
Digital business transformation
67. @scriptorium, @JakeScriptorium
⢠Content is created
⢠Then formatting applied
⢠Content is not locked in to a
speciďŹc presentation
Content usable in various forms
Digital business transformation
73. @scriptorium, @JakeScriptorium
Content as an asset
Holistic customer journeyâ¨
Internet of Things aka â¨
connected enterprise
Improving searchâ¨
Digital business â¨
transformationâ¨
Go beyond âtechnically accurateâ
Understand how content is used
in the customer journey
Requires modular, ďŹexible
content
Requires attention to metadata
and information architecture
Clean workďŹows
Content trends
76. @scriptorium, @JakeScriptorium
⢠No external dependencies
⢠Not too simple, not too
complex
⢠Shorter timeframe â¨
(3â6 months)
⢠Need new functionality not
available in current workďŹow
⢠Limited risk
Good pilot projects