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3 Things Your Content Engineer Wants You to Know About Intelligent Content

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Buddy Scalera & Matt Balogh walk you through the evolving roles and relationships between Content Strategy and Content Engineering in the new Content Marketing world.

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3 Things Your Content Engineer Wants You to Know About Intelligent Content

  1. 1. #intelcontent Matt Balogh Sr. Director, Content Engineering @mbalogh Buddy Scalera Sr. Director, Content Strategy @buddyscalera 3 Things Your Content Engineer Wants You to Know About Intelligent Content Matt Balogh Sr. Director, Content Engineer The Medicines Company Buddy Scalera Sr. Director, Content Strategy The Medicines Company
  2. 2. Matt Balogh Sr. Director, Content Engineering @mbalogh Buddy Scalera Sr. Director, Content Strategy @buddyscalera #intelcontent Disclaimer The views expressed here do not necessarily reflect the views or opinions of our employer. All views and examples are our own.
  3. 3. Matt Balogh Sr. Director, Content Engineering @mbalogh Buddy Scalera Sr. Director, Content Strategy @buddyscalera #intelcontent Journalism Publishing/ Digital Agency Life/ Digital Manufacturing/ Digital Health & Pharmaceuticals Content
  4. 4. Matt Balogh Sr. Director, Content Engineering @mbalogh Buddy Scalera Sr. Director, Content Strategy @buddyscalera #intelcontent 1999 Software Developer Created a JS tracking system to study content pre Google Analytics 2011 Intelligent Content Met Buddy Scalera and we began partnering content with technology 2008 MBA / CTO Back to school to get an MBA, became CTO & Innovation Lead at a global pharma agency 2017 Content Engineer Leverage data and technology to make content more efficient and useful Geek-O-Meter 2005 Data / CRM Ended up building CRM systems for IBM, and CRM programs for THD, where I really fell in love with data 1990’s Computer Science Went to school for Computer Science, ended up putting the computer centers online
  5. 5. Matt Balogh Sr. Director, Content Engineering @mbalogh Buddy Scalera Sr. Director, Content Strategy @buddyscalera #intelcontent ”1,000 orcs attack the castle”
  6. 6. Matt Balogh Sr. Director, Content Engineering @mbalogh Buddy Scalera Sr. Director, Content Strategy @buddyscalera #intelcontent “1,000 orcs pirates attack the castle”
  7. 7. Matt Balogh Sr. Director, Content Engineering @mbalogh Buddy Scalera Sr. Director, Content Strategy @buddyscalera #intelcontent 3 Things Your Content Engineer Wants You to Know 2 Enterprise is Different than Personal It’s Always More Complex Than You Realize1 It’s a Partnership3
  8. 8. #intelcontent Matt Balogh Sr. Director, Content Engineering @mbalogh Buddy Scalera Sr. Director, Content Strategy @buddyscalera 1It's Always More Complex Than You Realize
  9. 9. Matt Balogh Sr. Director, Content Engineering @mbalogh Buddy Scalera Sr. Director, Content Strategy @buddyscalera #intelcontent Personas & User Journeys
  10. 10. Matt Balogh Sr. Director, Content Engineering @mbalogh Buddy Scalera Sr. Director, Content Strategy @buddyscalera #intelcontent Adding 5 Email RM Communications Plans
  11. 11. Matt Balogh Sr. Director, Content Engineering @mbalogh Buddy Scalera Sr. Director, Content Strategy @buddyscalera #intelcontent Created 42 Distinct Pathways
  12. 12. Matt Balogh Sr. Director, Content Engineering @mbalogh Buddy Scalera Sr. Director, Content Strategy @buddyscalera #intelcontent Interfaces Make Technology Look Easy
  13. 13. Matt Balogh Sr. Director, Content Engineering @mbalogh Buddy Scalera Sr. Director, Content Strategy @buddyscalera #intelcontent Interfaces Make Technology Look Easy
  14. 14. Matt Balogh Sr. Director, Content Engineering @mbalogh Buddy Scalera Sr. Director, Content Strategy @buddyscalera #intelcontent Especially Multi-Channel Intelligent Content Website Sales Tracking Target Lists Email Metrics Twitter LinkedIn YouTube Facebook Blogs Forums Programs Convention Sales Team Print Direct List Buys Surveys Media 3rd Party Services Surveys Engagement Social TrackingField
  15. 15. Matt Balogh Sr. Director, Content Engineering @mbalogh Buddy Scalera Sr. Director, Content Strategy @buddyscalera #intelcontent Weeks of coding saves hours of planning
  16. 16. Matt Balogh Sr. Director, Content Engineering @mbalogh Buddy Scalera Sr. Director, Content Strategy @buddyscalera #intelcontent Here’s what I Learned From a Content Engineer It always takes longer than you think.
  17. 17. Matt Balogh Sr. Director, Content Engineering @mbalogh Buddy Scalera Sr. Director, Content Strategy @buddyscalera #intelcontent Here’s What I Learned from Content Strategy #Storytelling Telling a story is more than saying the words.
  18. 18. #intelcontent Matt Balogh Sr. Director, Content Engineering @mbalogh Buddy Scalera Sr. Director, Content Strategy @buddyscalera Enterprise is Different Than Personal 2
  19. 19. Matt Balogh Sr. Director, Content Engineering @mbalogh Buddy Scalera Sr. Director, Content Strategy @buddyscalera #intelcontent MailChimp Campaign
  20. 20. Matt Balogh Sr. Director, Content Engineering @mbalogh Buddy Scalera Sr. Director, Content Strategy @buddyscalera #intelcontent WordPress
  21. 21. Matt Balogh Sr. Director, Content Engineering @mbalogh Buddy Scalera Sr. Director, Content Strategy @buddyscalera #intelcontent Sending 8 Million Custom Emails Weekly
  22. 22. Matt Balogh Sr. Director, Content Engineering @mbalogh Buddy Scalera Sr. Director, Content Strategy @buddyscalera #intelcontent Enterprise Hosting and Development
  23. 23. Matt Balogh Sr. Director, Content Engineering @mbalogh Buddy Scalera Sr. Director, Content Strategy @buddyscalera #intelcontent Here’s what I Learned From a Content Engineer Your neighbor’s kid built a website on WordPress… but that’s not this.
  24. 24. Matt Balogh Sr. Director, Content Engineering @mbalogh Buddy Scalera Sr. Director, Content Strategy @buddyscalera #intelcontent Here’s What I Learned from Content Strategy Meet with Content Strategists regularly to share ideas and try new tools together.
  25. 25. #intelcontent Matt Balogh Sr. Director, Content Engineering @mbalogh Buddy Scalera Sr. Director, Content Strategy @buddyscalera It's a Partnership 3
  26. 26. Matt Balogh Sr. Director, Content Engineering @mbalogh Buddy Scalera Sr. Director, Content Strategy @buddyscalera #intelcontent Content Strategy Editorial & Copy Strategy Content Engineering Strategy Content Distribution Strategy Media Strategy Measurement Strategy Design Strategy Strategic Alignment for Content Deliverables
  27. 27. Matt Balogh Sr. Director, Content Engineering @mbalogh Buddy Scalera Sr. Director, Content Strategy @buddyscalera #intelcontent Content Strategy Editorial & Copy Strategy Content Engineering Strategy Content Distribution Strategy Media Strategy Measurement Strategy Design Strategy Creative marketing deliverables Strategic Alignment for Content Deliverables
  28. 28. Matt Balogh Sr. Director, Content Engineering @mbalogh Buddy Scalera Sr. Director, Content Strategy @buddyscalera #intelcontent Content Strategy Editorial & Copy Strategy Content Engineering Strategy Content Distribution Strategy Media Strategy Measurement Strategy Design Strategy Creative marketing deliverables Technology & distribution deliverables Strategic Alignment for Content Deliverables
  29. 29. Matt Balogh Sr. Director, Content Engineering @mbalogh Buddy Scalera Sr. Director, Content Strategy @buddyscalera #intelcontent Strategic Alignment for Content Deliverables Content Strategy Editorial & Copy Strategy Content Engineering Strategy Content Distribution Strategy Media Strategy Measurement Strategy Design Strategy Creative marketing deliverables Technology & distribution deliverables Media & analytics deliverables
  30. 30. Matt Balogh Sr. Director, Content Engineering @mbalogh Buddy Scalera Sr. Director, Content Strategy @buddyscalera #intelcontent Content Strategy Is a Conduit Between Strategies Content Strategy Editorial & Copy Strategy Content Engineering Strategy Content Distribution Strategy Media Strategy Measurement Strategy Design Strategy Creation LinkingPlanning Maintenance Technology Publishing Taxonomy Syndication Repurposing Social Media RelationsPaid Media Analytics Design Branding UI UX Maintenance KPIs & Reporting
  31. 31. Matt Balogh Sr. Director, Content Engineering @mbalogh Buddy Scalera Sr. Director, Content Strategy @buddyscalera #intelcontent Strategists Own Tactics Content Strategy Editorial & Copy Strategy Content Engineering Strategy Content Distribution Strategy Media Strategy Measurement Strategy Design Strategy Creation LinkingPlanning Maintenance Technology Publishing Taxonomy Syndication Repurposing Social Media RelationsPaid Media Analytics Design Branding UI UX Maintenance KPIs & Reporting
  32. 32. Matt Balogh Sr. Director, Content Engineering @mbalogh Buddy Scalera Sr. Director, Content Strategy @buddyscalera #intelcontent Content Strategy Content Engineering “I know the content and I know the strategy. Why am I not the content strategist?” “Just because I work with computers, everyone thinks that I am IT.” New Roles for the New Digital Landscape
  33. 33. Matt Balogh Sr. Director, Content Engineering @mbalogh Buddy Scalera Sr. Director, Content Strategy @buddyscalera #intelcontent
  34. 34. Matt Balogh Sr. Director, Content Engineering @mbalogh Buddy Scalera Sr. Director, Content Strategy @buddyscalera #intelcontent New Roles for the New Digital Landscape
  35. 35. Matt Balogh Sr. Director, Content Engineering @mbalogh Buddy Scalera Sr. Director, Content Strategy @buddyscalera #intelcontent The Magic Formula =Content Strategy Content Engineering Intelligent Content+
  36. 36. Matt Balogh Sr. Director, Content Engineering @mbalogh Buddy Scalera Sr. Director, Content Strategy @buddyscalera #intelcontent What We Learned Today Content Strategy is coordinating a lot of stakeholders to deliver effective content to Content Engineering who delivers the systems to support the strategies.
  37. 37. Matt Balogh Sr. Director, Content Engineering @mbalogh Buddy Scalera Sr. Director, Content Strategy @buddyscalera #intelcontent 3 Things Your Content Engineer Wants You to Know 2 Enterprise is Different than Personal It’s Always More Complex Than You Realize1 It’s a Partnership3
  38. 38. #intelcontent Matt Balogh Sr. Director, Content Engineering @mbalogh Buddy Scalera Sr. Director, Content Strategy @buddyscalera @mbalogh Matthew Balogh Sr. Director, Content Engineering The Medicines Company linkedin.com/in/MattBalogh slideshare.net/MatthewBalogh Thank You @buddyscalera Buddy Scalera Sr. Director, Content Strategy The Medicines Company linkedin.com/in/BuddyScalera slideshare.net/BuddyScalera

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