Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Developing an Objectives-Based Content Model

344 views

Published on

Slides from workshop presented by Kevin Nichols and Paula Land at Content Strategy Applied 2017. Covers how to define content objectives, how to measure content against them, and how to govern for long-term effectiveness.

Published in: Technology
  • Be the first to comment

Developing an Objectives-Based Content Model

  1. 1. Kevin Nichols and Paula Land DEVELOPING AN OBJECTIVES-BASED CONTENT MODEL
  2. 2. INTRODUCTIONS & EXPECTATIONS
  3. 3. About us Paula Land • Owner, Strategic Content (strategiccontent.com) • Co-founder, Content Insight, home of the Content Analysis Tool (CAT) (content- insight.com) • Author, Content Audits and Inventories: A Handbook • 25+ years in editorial and content strategy • @content_insight, @plland Kevin Nichols • Co-Founder, Executive Director Experience, AvenueCX • Author, Enterprise Content Strategy: A Project Guide and UX for Dummies • 23 years experience in the digital industry • Key clients: MIT Open Courseware, Hewlett Packard, Verizon, Target • @kpnichols 10 February 2017 3
  4. 4. Key takeaways • Introduction to the concepts of objectives-based content • Understanding how to establish objectives and plan content to achieve them • Measuring results and building processes for ongoing quality • Key considerations for getting it right • Hands-on activity to practice what you’ve learned 10 February 2017 4
  5. 5. DEFINING OBJECTIVES-BASED CONTENT
  6. 6. Defining objectives-based content Identifies objectives for content that drive business impact and customer satisfaction Ensures you can plan for future content needs and priorities, based upon performance against objectives Sets content up for success by positioning it as an asset to the business and customer 10 February 2017 6
  7. 7. ESTABLISHING OBJECTIVES
  8. 8. Define objectives: Step 1 Review all inputs to show trends, findings and requirements: • Ensure a cross functional team can speak to each • Talk to brand, analytics, customer experience, content teams 10 February 2017 8
  9. 9. Define objectives: Step 2 Align inputs with business goals and objectives, e.g.: • Revenue • Conversions from prospect to customer • Loyalty of existing customers 10 February 2017 9
  10. 10. Define objectives: Step 3 Translate into goals, e.g.: • Increase engagement in the website experience • Gain an understanding of who the user is (profile the user) • Identify content that will move the user through the customer journey to conversion and loyalty 10 February 2017 10
  11. 11. BEST PRACTICES FOR SETTING CONTENT OBJECTIVES
  12. 12. Best practice #1 Don’t replicate the business requirements. Think about what you want the content to accomplish to support your business objectives. 10 February 2017 12
  13. 13. Best practice #2 Think about the end-user needs and the tasks necessary to fulfill those needs. Ask which content is required to support each step in the process? 10 February 2017 13
  14. 14. Best practice #3 Look at conversions as not the end, but as a process, with a series of micro-conversions to get the user to the next point in the process. 10 February 2017 14
  15. 15. Best practice #4 Get the stakeholders who understand the customers best into the conversation. Ask: • How do the customers behave? • What would their needs be? • What do we need them to accomplish to fulfill our business objectives? 10 February 2017 15
  16. 16. Sample website objectives • Release weekly content for home page, landing page and high priority pages, publishing four articles each week; new featured content for thought leadership for multichannel and multi-format distribution. • Inspire loyalty of existing and new customers by providing timely, quality, unique and thought-provoking content. • Increase email newsletter satisfaction by listening to subscriber needs and feedback and providing personalized content per identified user interests. • Increase awareness of brand to win new customers in known and new targets through campaigns, better SEO, and more social content offerings (videos, infographic, and thought leadership) • Emphasize user engagement by offering new mechanisms for social engagement and user generated content. 10 February 2017 16
  17. 17. Example goal: Personalization Goal Amplify engagement of the user to showcase the brand and drive the customer down the purchase funnel. Organizing principle for initial stage • Use behavioral analysis (click-stream) to determine the segment and market category of the user, upon which more specific content can be tailored for their needs. Objectives • Determine the market category of user based on behavior for high-priority market categories, leveraging the assumed browse-paths for each. • Increase product detail page views by 20% per unique visitor over 3 month period. • Increase overall site engagement of measured by page depth, duration spent on site, a decrease in bounce rates or exit rates prior to conversion completion, and repeat visits. 10 February 2017 17
  18. 18. Example goal: Brand exposure Goal Increase the engagement with the brand of potential customers Organizing principle for initial stage • Content performance is predicated on usage, so leverage engagement principles and metrics to build a more compelling content experience for the end-user Objectives • Increase the overall duration spent on the site, and repeat visits. Decrease bounce or exit rates prior to conversion. • Increase product detail page views by 20% per unique visitor over 3 month period. • See positive impact on the following: page depth, duration spent on site, a decrease in bounce rates or exit rates prior to conversion completion, and repeat visits. 10 February 2017 18
  19. 19. SELECTING METRICS
  20. 20. Metrics and analytics: Soft metrics • Primary research – Focus groups – Secondary research • Marketing trends • Social listening – Behavior, sentiment analysis • Surveys • Customer satisfaction • Customer feedback • Reviews 10 February 2017 20 Slide adapted from Rebecca Schneider and Kevin Nichols Fundamentals of Omnichannel Content Strategy Workshop Image source: Samuel Mann at this Flickr URL.
  21. 21. Metrics and analytics: Hard metrics Quantitative measurements • Conversions • Page views • Time on site • Click-throughs • Keyword search • User journey • Social metrics (Likes, shares, subscriptions) 10 February 2017 21 Image source: Laurie Carodonna at this Flickr URL.
  22. 22. Best practice #1 Tie metrics to objectives: • Review each objective • Think about how to measure success or failure of the objective and content performance 10 February 2017 22
  23. 23. Best practice #2 More than one metric may be required to measure an objective. For example, increasing engagement may be measured by: • Bounce rates • Exit rates • Time on site • Etc. 10 February 2017 23
  24. 24. Best practice #3 Use the SMART approach: • Specific • Measureable • Assignable • Realistic • Time-related 10 February 2017 24
  25. 25. Best practice #4 Look at multiple channels • Social • Email • Web • Brand, • etc. 10 February 2017 25 Source: Rebecca Schneider and Kevin Nichols Fundamentals of Omnichannel Content Strategy Workshop on OmnichannelContentStrategy.com
  26. 26. Best practice #5 Think about each customer touchpoint and desired result 10 February 2017 26 Source: Rebecca Schneider and Kevin Nichols Fundamentals of Omnichannel Content Strategy Workshop on OmnichannelContentStrategy.com
  27. 27. Measurement examples Objective Measurement Release weekly • Meeting all production and distribution dates; 4 articles per week online; two monthly thought leadership pieces in all targeted distribution channels; with all required associated content. Increase subscriber satisfaction • Increase subscriber satisfaction by audience measured by semiannual subscriber surveys. Receive a ranking above 4.0 (out of 5.0) in all categories. Inspire loyalty of existing customers • Leverage the following KPIs: Note a baseline is required; measure for initial six months and then create new targets for: • Visit duration • Clicks through to articles • Number of articles viewed • Number of articles downloaded • Scroll depths on long-reads Increase awareness • Measured by 20% increase of new users within six month of launch with 40% increase within 12 months from 2016. Also track the following: • Unique visitors • Amount of social shares • CTR (Click Through Rate) from social media or email to journal Emphasize UGC and social • Social media metrics for sharing, commenting, and referring. (TBD with the Social Requirements meeting in Jan)
  28. 28. ESTABLISHING USER GOALS
  29. 29. Tools for understanding user behavior Key inputs: • Personas • Customer journey Additional inputs: • User research, user insights, segmentation models, competitive intel, etc. • Usability testing • Card sorts • Search log analysis • Customer support logs 10 February 2017 29
  30. 30. Personas Illustrations of user profiles Personas answer: • Who are your users? • How do they behave? • What are their motivations? • How do they make decisions? • What are their pain points? Note: • Continue to test and evolve • Requires UX expertise 10 February 2017 30 Persona Example taken from Content Strategy Alliance’s Free Tools and Templates Handbook.
  31. 31. Customer journeys • Based on typical progression of customer engagement Discover -> Consider-> Decide -> Advocate • Used to capture business goals, user goals, and content needs • Shows content gaps • Customize to personas 10 February 2017 @plland | @kpnichols 31
  32. 32. Customer journeys—example 10 February 2017 32 Persona User State User Journey Channel Content Soccer Mom Anonymous Buy a Product – Step One: searches for product in Google Website (Desktop) Mobile (App) Product information in home page carousel Soccer Mom Anonymous Buy a Product – Step Two: clicks on product in carousel goes to product detail Website (Desktop) Mobile (App) Product detail page Soccer Mom Anonymous But a Product – Step Three: Add to cart Website (Desktop) Mobile (App) Shopping cart Source: Rebecca Schneider and Kevin Nichols Fundamentals of Omnichannel Content Strategy Workshop on OmnichannelContentStrategy.com
  33. 33. Customer journeys—example 10 February 2017 @plland | @kpnichols 33
  34. 34. Best practice #1 Align on high-level steps within the user journey and the purpose of each 10 February 2017 34
  35. 35. Best practice #2 Map the objectives to the high-level steps within the journey; identify any missing objectives 10 February 2017 35
  36. 36. Best practice #3 Leverage customer / brand experts in a workshop to validate assumed user path 10 February 2017 36
  37. 37. Best practice #4 Leverage testing when necessary or proof of concept approach with a lower priority product or service prior to rolling out to larger brand experience 10 February 2017 37
  38. 38. Best practice #5 Complete for each persona or segment 10 February 2017 38
  39. 39. ANALYZING CONTENT AGAINST OBJECTIVES
  40. 40. Tools for analyzing content • Content inventory • Content audit • Gap analysis • User feedback • Performance analytics 10 February 2017 40
  41. 41. Why inventory? • Establishes current-state content landscape • Aids in scoping project • Acts as basis for audit • Provides initial patterns of issues to guide audit focus 41 10 February 2017
  42. 42. The content inventory 42 10 February 2017
  43. 43. Content inventory – web site data 43 Standard Data • URLs — Location of all assets • File types — Formats • File size • Level — Site depth • Images/media/documents — Number, format, location • Metadata —Title, description, and keyword metadata • Links in and out — Links to and from each page • Word count – Word on the page • H1s — Text of the H1 tag • Analytics — Pageviews, conversions, bounce, entrances Custom Data • Content owner • Content type • Audience • Status • Template • Etc. 10 February 2017
  44. 44. The content audit "If you know your content, you can control your content." 10 February 2017 44 —Ann Rockley
  45. 45. Why audit? 10 February 2017 45 • Shows whether content supports business and user goals • Incorporates metrics for performance analysis • Informs strategy for improvement • Ensures that content consistently follows brand, editorial, style and metadata guidelines • Establishes a basis for gap analysis between content you have and content you need • Prepares content for revision, removal and migration • Uncovers patterns in content to support structured content plans • Supports decision-making • Reduces project risk
  46. 46. How to audit • Establish business context • Establish scope • Select tools • Choose audit criteria • Map content to persona and journey step • Incorporate analytics and user data • Evaluate against objectives 10 February 2017 @plland | @kpnichols 46
  47. 47. Establish audit context 47 Content objectives Customer journeys Analytics and metrics Customer data Business requirements Personas Editorial and brand guidelines Search data analysis 10 February 2017
  48. 48. Scoping your audit • Go horizontal or vertical • Focus on high/low performing • Content most related to conversion or other goals • Content related to most important audience • Content related to most important product/service 48 10 February 2017
  49. 49. Audit tools 10 February 2017 49
  50. 50. Typical audit criteria 50 Consistency Does the content present a unified message? Depth and breadth Is there sufficient high-quality content to support the user’s information needs? Format Is the content in the right format for optimal use? Performance How effective is the content? Accuracy Is the information correct? Accessibility Is the content consumable by all users? Context Is the content available when and where they need it? Competitors How does your content compare to your competitors’? 10 February 2017
  51. 51. Map content into journey 10 February 2017 51
  52. 52. Leverage competitive analysis 10 February 2017 52 Competitive Analysis Template from Content Strategy Alliance’s Free Tools and Templates Handbook. • Audit your competitors just as you would your content • Identifies opportunities and gaps in your own experience
  53. 53. Incorporate user feedback • Social listening • Surveys • Customer feedback • Reviews 10 February 2017 53
  54. 54. Gather and analyze performance data • Focus on your most important content • Look for the lows but don’t forget the middle • Matrix the data • Account for factors like seasonality 2 Sept 2015 54
  55. 55. Auditing against objectives • Review the objectives gathered from business and users • Evaluate content effectiveness at meeting goals, using metrics selected in content planning • Identify where content is under-performing 10 February 2017 55
  56. 56. Gap analysis • Identify what is missing • Plan for content creation 10 February 2017 56
  57. 57. What to do with findings • Plan and implement content improvements • Future content planning • Content to leave as-is • Content to optimize • Content to sunset • Derive implications for governance 10 February 2017 57
  58. 58. MAINTAINING YOUR MODEL Governance and Organizational Change
  59. 59. Governance: Benefits • Provides a structure for content creation and maintenance • Sets, enables, and enforces standards • Provides clear roles and responsibilities • Provides a forum for content-related issues • Group members can collaboratively define success measures • Ensures predictable processes • Lowers risk • Conserves resources 10 February 2017 59
  60. 60. Governance requires organizational change • Getting organizational buy-in • Preparing for changed or expanded roles • Training on new skills • Documentation of policies and workflows • Tools implementation and adoption • Communication across silos 10 February 2017 60
  61. 61. Set a strategic foundation • Begin with understanding of current state • Define goals, priorities, use cases for future • Define success metrics • Create organizational structures 10 February 2017 61
  62. 62. Plan operational aspects 10 February 2017 62 Tactical plans for implementation and ongoing maintenance • People • Processes • Tools
  63. 63. Operational aspects • Defining a team model to support governance • Establishing and documenting roles and responsibilities • Training • Procedures, policies, guidelines • Communication • Ongoing optimization 10 February 2017 63
  64. 64. Set team model 10 February 2017 64 Governance Team Working Groups Social Analytics Legal Content TechnologyBrand Operations Technology Marketing Publishing TaxonomyStrategy Executive Sponsor Product
  65. 65. Define roles and responsibilities 10 February 2017 65 • One model: RACI • Other models may exist in your organization – key is choosing what works Source: Content Strategy Alliance Tools & Templates Handbook http://contentstrategyalliance.com/csa-best-practices/csa-handbook/
  66. 66. Training • Map people to roles • Assess existing skillsets • Provide training on tools, processes 10 February 2017 @plland | @kpnichols 66
  67. 67. Policies and Processes • Describe governance tasks and schedule • Define how decisions are made • Define content lifecycle management and workflows • Channel-specific workflow • Content-specific workflow • Routine maintenance • Change management • Updating content • Archiving content • Create a schedule of content review based on the quantity and frequency of publication 10 February 2017 67
  68. 68. Communication and training 2 Sept 2015 68 Message/ Campaign Audience Objective Distribution Format Frequency Responsible • Create communication plan to schedule project communications • Plan and implement team training on processes and tools • Use in conjunction with RACI model
  69. 69. Tools for Governance • Rolling audits • Gap analysis • Editorial calendar • Optimized workflows, content lifecycles • Tracking and reporting • Ongoing assessment of performance data to feed back to content planning • Process automation 10 February 2017 69
  70. 70. Editorial calendar • Central area for content planning and production • Should align with other calendars (technical implementations, marketing campaigns, product releases, etc.) • Include go-live dates, dependencies, responsible party 10 February 2017 70 Source: Content Strategy Alliance Tools & Templates Handbook http://contentstrategyalliance.com/csa-best-practices/csa-handbook/
  71. 71. Optimized content lifecycles 10 February 2017 71 Source: http://contentstrategyalliance.com/csa-best-practices/csa-handbook/ • Tracks content from planning through distribution • Provides a way to ensure consistent process • Allows for identification of optimization opportunities
  72. 72. Governance workflow • Can be used in conjunction with a RACI chart • Provides clear steps in approval process—people-focused rather than tools-focused • Shows hand off points 10 February 2017 72 Source: Rebecca Schneider and Kevin Nichols Fundamentals of Omnichannel Content Strategy Workshop
  73. 73. Dashboards • Provide information on content creation (or other) progress • Helps to identify potential roadblocks • Helps to plan for future initiatives 10 February 2017 73 Source: Rebecca Schneider and Kevin Nichols Fundamentals of Omnichannel Content Strategy Workshop
  74. 74. Performance-tracking dashboard 10 February 2017 74 Source: http://contentstrategyalliance.com/csa-best-practices/csa-handbook/
  75. 75. Process automation • Automated workflows • Content expiration • Version control 10 February 2017 75
  76. 76. Operationalize excellence 76 Build audit findings into your content plans so you are creating new content to the standards and guidelines plan Regularly audit content to monitor for issues that will affect customer experience audit Fix issues with content and update guidelines, processes, and goals to maintain quality over time improve Ensure everyone in the organization knows what is expected of them and how to do their part communicate 10 February 2017
  77. 77. FINAL THOUGHTS
  78. 78. Final thoughts • It takes a village—to effectively implement an objectives-driven content initiative you need organizational buy-in, cross-functional support • If at first you don’t succeed… It may take a few tries to get your plan in place and your processes organized and optimized. Review, revise, repeat. • Your business and your customers will change over time. Review and adjust your processes, tools, and measurements to keep pace. 10 February 2017 78
  79. 79. Stay in touch! Paula • paula@strategiccontent.com • Web: • www.content-insight.com • www.strategiccontent.com • LinkedIn: www.linkedin.com/in/paulaland • Twitter • twitter.com/content_insight • twitter.com/plland Kevin • kevin@kevinpnichols.com • Web: kevinpnichols.com • LinkedIn: www.linkedin.com/in/kevinpnichols • Twitter: twitter.com/kpnichols • YouTube: www.youtube.com/user/kevinpnichols 10 February 2017 79
  80. 80. THANK YOU!
  81. 81. APPENDIX
  82. 82. Suggested reading • Havas Worldwide. Prosumer Report. Building Brands That Matter: The Sweet Spot Between Trust & Dynamism. 2013. – http://www.prosumer-report.com/blog/wp-content/uploads/downloads/2013/11/HWW-Prosumer-Report-Brand- Dynamism-Hi-Res.pdf • Welchman, Lisa. Managing Chaos: Digital Governance by Design. Rosenfeld Media: Brooklyn, NY. 2015 • Kevin P Nichols’ Enterprise Content Strategy: A Project Guides (XML Press, January, 2015) Everything in this Webinar is detailed much more in by book. Whilst my book is not specifically on performance driven content, that approach underlines the structure and all of my recommendations. • Paula Land’s Content Audits and Inventories (XML Press, October, 2014) • Redman, Tom. Data-Driven Marketing, How to Engage your Customers (Harvard Business Review Webinar Series, 15 January 2015). • Forbes Insights: The Rise of the New Marketing Organization (January 2015). • Content Strategy Alliance Handbook: This new repository contains nearly 40 free templates and leverages a closed-loop structure to position the effort. • Rebecca Schneider and Kevin P Nichols’ Omnichannelcontentstrategy.com and Kevin P Nichols’ website: kevinpnichols.com • NGData The Fifty Top Data-Driven Marketing Blogs • Jones, Colleen. Clout: The Art and Science of Influential Web Content. New Riders: Berkeley, CA. 2011 10 February 2017 82

×