What is (the problem with) content?

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What are the differences between technologists and communication specialists when they are talking about content.

A presentation I gave at our Content Room on February, 21 2013 at Cypres (Content Room).

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What is (the problem with) content?

  1. 1. What is (the problem with) content? The Content Room — 21.02.2013 Pieter Vereertbrugghen Cypres Content to connect
  2. 2. CYPRES — The Content Room — 21.02.2013 Welcome  to  
  3. 3. CYPRES — The Content Room — 21.02.2013 The phrase ‘The Content Room’ consists of two nouns: Content and Room.
  4. 4. Cypres — The Content Room — 21.02.2013 The ROOM is our open competence center and creative laboratory, in which we study and test (new) ways to create, use and distribute content. The room looks like this:
  5. 5. Cypres — The Content Room — 21.02.2013
  6. 6. Cypres — The Content Room — 21.02.2013 The other noun is ‘content’. Apparently, content is important nowadays. Content strategy, content marketing, chief content officer, content governance, content management, …: it’s content all over.
  7. 7. CYPRES — The Content Room — 21.02.2013 Content is even in the baseline of our company: Content to Connect
  8. 8. CYPRES — The Content Room — 21.02.2013 Content For people in marketing and comms.
  9. 9. CYPRES — The Content Room — 21.02.2013 People in marketing and communications look like this: Pictures © Shutterstock
  10. 10. CYPRES — The Content Room — 21.02.2013 Meaningful information in a specific context It is the stuff that creates brand experience and triggers engagement of your audience. It can look like this: Content= For people in marketing and communications:
  11. 11. CYPRES — The Content Room — 21.02.2013
  12. 12. CYPRES — The Content Room — 21.02.2013 For technical people Content
  13. 13. CYPRES — The Content Room — 21.02.2013 Pictures © Shutterstock Technical people look like this:
  14. 14. CYPRES — The Content Room — 21.02.2013 Unstructured information Content= For technical people
  15. 15. CYPRES — The Content Room — 21.02.2013 •  one big chunk •  ink on paper or dots on a screen. For technologists structured information looks like this: For technologists a catalogue is just
  16. 16. CYPRES — The Content Room — 21.02.2013 Information becomes structured when its components are entered into separate fields of a database
  17. 17. CYPRES — The Content Room — 21.02.2013
  18. 18. CYPRES — The Content Room — 21.02.2013 When they think of structuring information, they think of controlling it by pulling it apart into pieces that can be stored into internal systems. Technologists When they think of structuring information, they think of bringing things together on a page, to make it appealing to external audiences in real world user contexts. Marketing & comms
  19. 19. CYPRES — The Content Room — 21.02.2013 They are talking about •  fields, categories, … to structure the content into usable components. •  They are interviewing us to see what kind of fields/ containers they need to produce so the content can be made usable, visible on different channels, can be searchable,… Technologists They are talking about •  the content of components, the content of the categories, the content of the fields, … •  the different kind of content they want on the site, articles, videos,… •  target audiences, buying cycles, messages, … , Marketing & comms FASCINATING, ISN’T IT
  20. 20. CYPRES — The Content Room — 21.02.2013 Content is information relevant to the context of your customers, employees and other stakeholders. INFORMATION in a system DATA in a user context CONTENT
  21. 21. Content is information relevant to the context of your customers, employees and other stakeholders. INFORMATION in a system DATA in a user context CONTENT CYPRES — The Content Room — 21.02.2013 These two perspectives are equally important, and complementary.
  22. 22. Content is information relevant to the context of your customers, employees and other stakeholders. INFORMATION in a system DATA in a user context CONTENT CYPRES — The Content Room — 21.02.2013 > The automation, quality checks, and analytics that the systems of the technologists offer. Why? To manage multiple content channels efficiently. > The insights of communication specialists, marketers and business analysts. Why? To deliver audience-centric content in the real world, to improve brand experience, and to encourage engagement. They know best what, how, where and when to present content to customers. Your company needs
  23. 23. Content is information relevant to the context of your customers, employees and other stakeholders. INFORMATION in a system DATA in a user context CONTENT CYPRES — The Content Room — 21.02.2013 If your company wants to be successful in content marketing, you should bring the two perspectives together. We see that also as one of the tasks for content strategists: to help companies bridging these two perspectives. Content to connect is also about creating bridges. Your company success
  24. 24. Thank you Cypres organizes, creates and manages cross-media content for your customers, employees and all your other stakeholders. Our baseline? “Content to connect”, because we firmly believe that you create and strengthen relationships with your audience by providing information they find highly valuable. Discover how we create strong content for you and your stakeholders. Cypres invites you to discover The Content Room, our open competence center and creative laboratory, in which we study and test new ways to create, use and distribute content. Specialists from Belgium and abroad come regularly to discuss everything related to content and content publishing. This includes such topics as content strategy and material, content governance, social content and content co-creation. Do you want to stay informed about activities at Cypres and The Content Room? Sign up for our e-newsletter at www.cypres.com.

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