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Transform Content Delivery with Content Intelligence with Colleen Jones

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For decades, we have aspired to deliver the right content in the right format and touchpoint at the right time to the right customers. But, the data needed to drive it often lagged behind our aspirations. We have been stuck in a cocoon of delays, indefinitely held in an awkward state somewhere between caterpillar and butterfly.

But, today, data and technology have largely caught up to our aspirations. It’s time to break free of our cocoon and fly. This presentation will explain how putting data into a system of content intelligence makes content delivery decisions smarter, more efficient–and ultimately more effective.

• learn what content intelligence is and why it’s beneficial
• discover a 3-step process for establishing content intelligence
• see examples of using content intelligence to elevate content delivery

This presentation was given at Information Development World on May 16, 2017

Don’t miss our upcoming event, Information Development World: Creating Machine-Ready Content to be held on November 28-30, 2017.

http://www.informationdevelopmentworld.com

Published in: Business
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Transform Content Delivery with Content Intelligence with Colleen Jones

  1. 1. Transform Content Delivery with Content Intelligence #worksmarternotharder
  2. 2. SINCE 2000, MORE THAN HALF OF THE FORTUNE 500 HAVE DISAPPEARED. 3
  3. 3. WE’RE LIVING IN A DIFFERENT BUSINESS ERA. • Digital • Subscription 1970s PRODUCT CENTRIC 1990s PRODUCT + SERVICES CENTRIC 2000s CUSTOMER CENTRIC Today RELATIONSHIP CENTRIC 4
  4. 4. Customers now expect the right content at the right time regardless of channel. Thought leadership Buying research Sales guidance Brand awareness + affinity GET CUSTOMERS 5 Content marketing spend will exceed $300 billion by 2019. - PQ Media
  5. 5. Customers now expect the right content at the right time regardless of channel—for the ENTIRE customer relationship. Thought leadership Buying research Sales guidance Brand awareness + affinity KEEP CUSTOMERS GET CUSTOMERS Customer service Personalized recommendations Personalized wow moments Technical support Education + adoption Advice + best practices 6 Content marketing spend will exceed $300 billion by 2019. - PQ Media
  6. 6. 50-FOLD GROWTH 2010-2020 (Exabytes) 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018 2019 2020 40,000 30,000 20,000 10,000 IS THE CHALLENGE CREATING CONTENT? The indexed web contains at least 4.6 billion pages. -World Wide Web Size From now until 2020, the digital universe will about double every two years. - IDC 7
  7. 7. THE CHALLENGE IS DELIVERING CONTENT EFFECTIVELY. “Companies need to create a supply chain of increasingly sophisticated and interactive content to feed consumer demand for information and engagement.” “To thrive in digital business, content leaders must marshal a great diversity of content, at a high level of granularity, from a broad range of sources.” “87% of B2B marketers say they struggle to develop compelling content.”
  8. 8. CONTENT STRATEGY OLD WORLD NO STRATEGY Ad hoc creation Department silos Duplicate effort Inconsistent information Manual creation, workflows, + reporting Poor content experience No differentiation Misalignment with business goals + technology NEW WORLD 9
  9. 9. CONTENT STRATEGY OLD WORLD #playtowin NO STRATEGY • Strategic assessment • Visioning • Roadmap Ad hoc creation Department silos Duplicate effort Inconsistent information Manual creation, workflows, + reporting Poor content experience No differentiation Misalignment with business goals + technology NEW WORLD INTEGRATED CONTENT STRATEGY ALIGNED WITH GOALS Competitive analysis Customer journey definition Content mapping Content lifecycle, workflow, + template definition Content modeling + engineering Delightful content experience Advanced automation + machine learning Content reuse + curation 10
  10. 10. VAGUE VANITY METRICS Volume (More People) Page Views Satisfaction Little Context Fragmented Data Low Actionability Not Specific to Content 11 OLD WORLD NEW WORLD CONTENT INTELLIGENCE
  11. 11. #datadrivessuccess VAGUE VANITY METRICS • Content effectiveness • Voice of content Volume (More People) Page Views Satisfaction Little Context Fragmented Data Low Actionability Not Specific to Content ACTIONABLE CONTENT INSIGHTS ALIGNED WITH DIGITAL BUSINESS GOALS Quality (The Right People) Content Effectiveness Score Voice of Customer About Content Content Engagement Shareable Data Actionable Insights Dashboards + Aggregators 12 OLD WORLD NEW WORLD CONTENT INTELLIGENCE
  12. 12. IT’S TIME TO TRANSFORM CONTENT DELIVERY. 13 “By 2018, companies fully invested in online personalization WILL OUTSELL COMPANIES THAT HAVE NOT BY 30+%” Gartner CONTENT STRATEGY CONTENT INTELLIGENCE DYNAMIC + PERSONALIZED DELIVERY
  13. 13. DYNAMIC EXPERIENCES 14 “There are 33 million versions of Netflix.” Joris Evers, Director of Global Communications
  14. 14. 15 Netflix algorithms factor this data and more into content delivery. • When you pause, rewind, or fast forward • What day you watch content (Netflix has found people watch TV shows during the week and movies during the weekend.) • The date you watch • What time you watch content • Where you watch (zip code) • What device you use to watch (Do you like to use your tablet for TV shows and your Roku for movies? Do people access the Just for Kids feature more on their iPads, etc.?) • When you pause and leave content (and if you ever come back) • The ratings given (about 4 million per day) • Searches (about 3 million per day) • Browsing and scrolling behavior • Screen shots to look at “in the moment” characteristics such as volume, colors, scenery DYNAMIC EXPERIENCES
  15. 15. PERSONALIZED SUGGESTIONS + RESPONSES 16 16
  16. 16. PERSONALIZED SUGGESTIONS + RESPONSES 17 17
  17. 17. PERSONALIZED WOW MOMENTS 18 Even small businesses can deliver delight.
  18. 18. YOUR DELIVERY SYSTEM NEEDS AN INTELLIGENCE SYSTEM SALESMARKETING SERVICE SUPPORT CONTENT MGT + DELIVERY AI CMS* DAM* ALIGN* EXPERIENCE VISION + STRATEGY EXPERIENCE OPTIMIZATION Design Analysis + Strategy Content Analysis + Strategy* Machine Testing + Learning* EXPERIENCE PLANNING + IMPLEMENTATION Content Engineering* IA + UX Content Creation or Curation* Impact Assessment * Deploy / Publish
  19. 19. YOUR DELIVERY SYSTEM NEEDS AN INTELLIGENCE SYSTEM Analytics VoC Inquiries Profile + Settings SALESMARKETING SERVICE SUPPORT CONTENT INTELLIGENCE CONTENT MGT + DELIVERY CONTENT INTELLIGENCE ALIGN AI CMS DAM ALIGN ALIGN EXPERIENCE VISION + STRATEGY EXPERIENCE OPTIMIZATION Design Analysis + Strategy Content Analysis + Strategy* Machine Testing + Learning* EXPERIENCE PLANNING + IMPLEMENTATION Content Engineering* IA + UX Content Creation or Curation* Impact Assessment * Deploy / Publish Analytics VoC Inquiries Profile + Settings
  20. 20. 3-STEP PROCESS TO START CONTENT INTELLIGENCE 1 Ask Alan Segal VP, Analytics + Audience Development Going through the data mining process and asking the right questions is the hardest part. With seemingly unlimited data and finite time, narrowing the scope to yield meaningful answers is critical. Does Your Content Work?
  21. 21. 2 Collect + Analyze 3 Interpret + Act 1 Ask 3-STEP PROCESS TO START CONTENT INTELLIGENCE

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