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THE NEXT GENERATION OF
CONTENT STRATEGY:
A PERFORMANCE DRIVEN MODEL
A Confab Intensive Workshop
2 Sept 2015
Paula Land Kev...
Agenda
■ Introductions & Expectations (10 minutes)
■ Defining Performance-Driven Content (20 minutes)
■ Developing a Perfo...
INTRODUCTIONS &
EXPECTATIONS
About your presenters
Paula Land
■ Owner, Strategic Content
■ Co-founder, Content Insight, home
of the Content Analysis To...
About you
■ Introduce yourself to your table!
■ What are your expectations for this workshop?
2 Sept 2015 5
The Next Gener...
Key takeaways
■ Introduction to the concepts of performance driven content and
measurement
■ Understanding of what a perfo...
DEFINING
PERFORMANCE-
DRIVEN CONTENT
Definition
Examples
Image source:
http://upload.wikimedia.org/wikipedia/commons/1/1b/Frances_Densmore_recording_Mountain_Chief2.j
pg
Defining ...
Meet Oolong
2 Sept 2015
The Next Generation of Content Strategy: A Performance-Driven Model
@content_insight | @kpnichols
...
Meet Oolong
2 Sept 2015
The Next Generation of Content Strategy: A Performance-Driven Model
@content_insight | @kpnichols
...
Defining performance-driven
content
Measurement and evaluation of content in
order to make decisions on future content
pri...
Performance-driven content:
Examples
2 Sept 2015
The Next Generation of Content Strategy: A Performance-Driven Model
@cont...
Benefits of a performance-driven
content approach
■ Drives effective and relevant
content to a user
■ Leverages inputs so ...
DEVELOPING A
PERFORMANCE
STRATEGY
Developing a performance
strategy
1. Assess the critical inputs
2. Consider additional requirements
3. Define a strategic ...
Critical inputs
■ Business requirements
■ User inputs:
– Personas and segments
– Cross-channel journeys
– Research and tre...
Business requirements
2 Sept 2015
The Next Generation of Content Strategy: A Performance-Driven Model
@content_insight | @...
User inputs – personas / segments
2 Sept 2015
The Next Generation of Content Strategy: A Performance-Driven Model
@content...
User inputs – inter and intra
channel journeys
2 Sept 2015
The Next Generation of Content Strategy: A Performance-Driven M...
User inputs – inter and intra
channel journeys
2 Sept 2015
The Next Generation of Content Strategy: A Performance-Driven M...
User inputs – research and trends
2 Sept 2015
The Next Generation of Content Strategy: A Performance-Driven Model
@content...
Content experience
"If you know your content, you can control your
content"
—Ann Rockley
■ Audit the content
■ Repeat annu...
Leverage competitive analysis
2 Sept 2015
The Next Generation of Content Strategy: A Performance-Driven Model
@content_ins...
Metrics and analytics
2 Sept 2015
The Next Generation of Content Strategy: A Performance-Driven Model
@content_insight | @...
Metrics and analytics: Hard
metrics
■ Quantitative
measurements
– Conversions
– Page views
– Time on site
– Click-throughs...
Metrics and analytics: Soft metrics
■ Primary research
– Focus groups
■ Secondary research
– Marketing trends
■ Social lis...
Considerations:
Content
■ Aspire for GREAT content!
■ Make the investment in continual creation
of great content a busines...
Considerations: Operations
■ Operations
– Budgetary support
– Siloed business units
– Conflicting incentive structures
– C...
Roadmap: Overview
■ Plots prioritized and scheduled approach to achieving the short- and
long-term performance recommendat...
Roadmap: Team Planning
■ Start with a multidisciplinary team
– Content Producing Group(s)
– Information Technology (archit...
Roadmap: Business Goals
■ What is the long term vision for the company?
■ What are the business goals within context of co...
Roadmap: Stakeholder Interviews
■ Meet with key stakeholders (cast of 1000+ not necessary)
– Business sponsor(s)
– MarCom
...
Roadmap: Workshops
■ Use workshops to define high-level roadmap that plots strategy for next 2-
3 years
■ High-level examp...
ANALYZING
PERFORMANCE
Tools and Processes
Tools and processes for measuring
performance
■ Metrics and analytics
■ User research
■ Content audit
■ Optimized content ...
Select your analytics
2 Sept 2015 36
■ Review business
goals/objectives
■ Determine which metrics will
best measure an obj...
Select your analytics, cont.
2 Sept 2015 37
■ Use the SMART approach:
– Specific
– Measureable
– Assignable
– Realistic
– ...
Choose your tools
2 Sept 2015 38
Adapted from http://chiefmartec.com/2015/01/marketing-technology-landscape-supergraphic-2...
Gather and analyze data
■ Focus on your most
important content
■ Look for the lows but don’t
forget the middle
■ Matrix th...
Analyze soft metrics
■ Primary research
■ Secondary research
■ Social listening
■ Surveys
■ Customer feedback
■ Reviews
2 ...
Understand user behavior
2 Sept 2015 41
■ User flows
■ Usability testing
■ Card sorts
■ Search log analysis
■ Customer sup...
The content audit
2 Sept 2015 42
■ Shows whether content supports business and user goals
■ Incorporates metrics for perfo...
Audit tools
2 Sept 2015 43
The Next Generation of Content Strategy: A Performance-Driven Model
@content_insight | @kpnicho...
What to do with findings
■ Plan and implement content improvements
– Future content planning
– Content to leave as-is
– Co...
OPERATIONALIZING
PERFORMANCE
Governance and Organizational Change
Governance and organizational
change
■ The benefits of governance
■ Strategic and operational aspects
2 Sept 2015 46
Effec...
Governance: Benefits
■ Provides a structure for content creation and maintenance
■ Sets, enables, and enforces standards
■...
Strategic aspects of governance
■ Understand current state
■ Define goals, priorities, use cases for future
■ Define succe...
Operational aspects of governance
2 Sept 2015 49
■ People
■ Processes
■ Tools
The Next Generation of Content Strategy: A P...
PEOPLE
Governance: People
■ Preparing the organization for change
■ Team model to support governance
■ Roles and responsibilities...
Prepare the organization for
change
■ Getting organizational buy-in
■ Changed roles and responsibilities
■ Need for traini...
Set team model
Governance Team
Working Groups
Social Analytics Legal Content TechnologyBrand
Operations Technology Marketi...
Define roles and responsibilities
2 Sept 2015 54
■ One model: RACI
■ Other models may exist in your organization – key is ...
PROCESSES
Governance: Processes
■ Procedures, policies, guidelines
■ Communication
■ Training
■ Ongoing optimization
2 Sept 2015 56
...
Governance: Procedures
■ Describe governance tasks and schedule
■ Define how decisions are made
■ Define content lifecycle...
Governance: Communication
and training
2 Sept 2015 58
Message/
Campaign
Audience Objective Distribution Format Frequency R...
TOOLS
Governance: Tools
■ Editorial calendars
■ Optimized content lifecycles
■ Workflows
■ Tracking and reporting
■ Process auto...
Editorial calendar
■ Central area for content planning and production
■ Should align with other calendars (technical imple...
Optimized content lifecycles
2 Sept 2015 62
Source: http://contentstrategyalliance.com/csa-best-practices/csa-handbook/
■ ...
Governance workflow
■ Can be used in conjunction with
a RACI chart
■ Provides clear steps in approval
process - people-foc...
Dashboards
■ Provide information on
content creation (or other)
progress
■ Helps to identify potential
roadblocks
■ Helps ...
Performance-tracking dashboard
2 Sept 2015 65
Source: http://contentstrategyalliance.com/csa-best-practices/csa-handbook/
...
Process automation
■ Automated workflows
■ Content expiration
■ Version control
2 Sept 2015 66
The Next Generation of Cont...
Governance considerations
■ Testing (and iterating) on processes
■ Overcoming organizational resistance
■ Preparing for ex...
WORKSHOP EXERCISE
Workshop exercise: Define a
roadmap
■ To define your roadmap, decide on the experience for which you want to
create a road...
FINAL THOUGHTS
Final thoughts
■ It takes a village—to effectively implement a performance-driven content
initiative you need organization...
Stay in touch!
Paula
■ pland@content-insight.com
■ Web:
– www.content-insight.com
– www.strategiccontent.com
■ LinkedIn: w...
THANK YOU!
APPENDIX
Suggested reading
■ Havas Worldwide. Prosumer Report. Building Brands That Matter: The Sweet Spot Between Trust & Dynamism...
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The Next Generation of Content Strategy: A Performance-Driven Model

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Successful content strategy aligns editorial strategy with business strategy to deliver effective content and business value. Ongoing auditing of content and metrics creates a closed-loop process to ensure consistent content effectiveness and relevance.

This deck accompanied a Confab Intensive workshop presented on Sept 2, 2015 by Kevin Nichols (@kpnichols) and Paula Land (@content_insight) in which attendees learned how to assess content, create a performance-driven content process, and establish governance mechanisms for ongoing management and optimization.

Published in: Marketing

The Next Generation of Content Strategy: A Performance-Driven Model

  1. 1. THE NEXT GENERATION OF CONTENT STRATEGY: A PERFORMANCE DRIVEN MODEL A Confab Intensive Workshop 2 Sept 2015 Paula Land Kevin P Nichols
  2. 2. Agenda ■ Introductions & Expectations (10 minutes) ■ Defining Performance-Driven Content (20 minutes) ■ Developing a Performance Strategy (25 minutes) ■ Analyzing Performance (20 minutes) Break! (20 minutes) ■ Operationalizing Performance (25 minutes) ■ Workshop Exercise (45 minutes) ■ Wrap Up (15 minutes) 2 Sept 2015 2 The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
  3. 3. INTRODUCTIONS & EXPECTATIONS
  4. 4. About your presenters Paula Land ■ Owner, Strategic Content ■ Co-founder, Content Insight, home of the Content Analysis Tool (CAT) ■ Author, Content Audits and Inventories: A Handbook ■ 25+ years in editorial and content strategy ■ @content_insight Kevin Nichols ■ Global content strategist ■ Author, Enterprise Content Strategy: A Project Guide and UX for Dummies ■ 20 years experience in the web development industry ■ Key clients: MIT Open Courseware, Hewlett Packard, Verizon, Target ■ @kpnichols 2 Sept 2015 4 The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
  5. 5. About you ■ Introduce yourself to your table! ■ What are your expectations for this workshop? 2 Sept 2015 5 The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
  6. 6. Key takeaways ■ Introduction to the concepts of performance driven content and measurement ■ Understanding of what a performance-driven roadmap is and how to create one ■ Key considerations for getting it right ■ Hands-on activity to practice what you’ve learned 2 Sept 2015 The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols 6
  7. 7. DEFINING PERFORMANCE- DRIVEN CONTENT Definition Examples
  8. 8. Image source: http://upload.wikimedia.org/wikipedia/commons/1/1b/Frances_Densmore_recording_Mountain_Chief2.j pg Defining content “Any information that is recorded.” Kevin P Nichols & Rebecca Schneider The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
  9. 9. Meet Oolong 2 Sept 2015 The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols 9 Image source: https://en.wikipedia.org/wiki/Oolong_(rabbit) One type of performance… ■ A rabbit posing with random objects on its head
  10. 10. Meet Oolong 2 Sept 2015 The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols 10 Image source: Patrick Barry at this link on Flikr. And then there is another type of performance…* Oolong (AKA Pancake Bunny) received international recognition: ■ Global presence on internet ■ Featured in NY Times ■ A dedicated Wikipedia page ■ Received international audience *Info source: https://en.wikipedia.org/wiki/Oolong_(rabbit)
  11. 11. Defining performance-driven content Measurement and evaluation of content in order to make decisions on future content priorities. Comes from school of data-driven marketing, but is specific to content. 2 Sept 2015 The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols 11
  12. 12. Performance-driven content: Examples 2 Sept 2015 The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols 12 Netflix Nike Your YearIBM
  13. 13. Benefits of a performance-driven content approach ■ Drives effective and relevant content to a user ■ Leverages inputs so you can respond to user’s content needs ■ Helps build a publication model around performance 2 Sept 2015 The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols 13 Recreated with permission of Kevin P Nichols from Enterprise Content Strategy: A Project Guide for omnichannel.com.
  14. 14. DEVELOPING A PERFORMANCE STRATEGY
  15. 15. Developing a performance strategy 1. Assess the critical inputs 2. Consider additional requirements 3. Define a strategic roadmap 2 Sept 2015 The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols 15 Source: SapientNitro 2014 Content Strategy Positioning Paper
  16. 16. Critical inputs ■ Business requirements ■ User inputs: – Personas and segments – Cross-channel journeys – Research and trends ■ Content assessment ■ Analytics ■ Tools (for ongoing efforts): E.g., content calendar 2 Sept 2015 16 Recreated with permission of Kevin P Nichols from Enterprise Content Strategy: A Project Guide for omnichannel.com. Step 1: Assess the critical inputs Content Audit The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
  17. 17. Business requirements 2 Sept 2015 The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols 17 ■ Business goals and objectives that connect to users ■ Define for ■ Entire content ecosystem ■ Each channel experience within it ■ Down to page-type levels ■ Identify new products/services/campaigns requiring content Image source: https://en.wikipedia.org/wiki/Strategy Step 1: Assess the critical inputs
  18. 18. User inputs – personas / segments 2 Sept 2015 The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols 18 Know your users: ■ Who are your users? – Segmentation models ■ How do they behave? – Personas Note: ■ Continue to test and evolve ■ Requires UX expertise Persona Example taken from Content Strategy Alliance’s Free Tools and Templates Handbook. Step 1: Assess the critical inputs
  19. 19. User inputs – inter and intra channel journeys 2 Sept 2015 The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols 19 Leverage user journeys to determine content needs: ■ Cross-channel (intra-channel) ■ Singular channel (inter-channel) ■ Funnels Note: ■ Validate at least semiannually ■ Identifies future areas for investment to prioritize content Step 1: Assess the critical inputs Recreated with permission of Kevin P Nichols from Enterprise Content Strategy: A Project Guide for omnichannel.com.
  20. 20. User inputs – inter and intra channel journeys 2 Sept 2015 The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols 20 ■ Example Customer Journey Content Map 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 Step 1: Assess the critical inputs
  21. 21. User inputs – research and trends 2 Sept 2015 The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols 21 Informs the trends on user behaviors, as well as technology and industry: ■ Many sources available ■ Follow it closely • Alexa: Web analytics and benchmarking data. • Nielsen Press Releases: Whitepapers about technology and media trends. • Nielsen Norman Group Reports: Reports on various areas of User Experience. • Our Mobile Planet: Smartphone and adoption data on 48 countries. • Pew Internet: Wide-Sweeping reports on shifting American behavior as it pertains to the internet. • Comscore Press Releases: Whitepapers about technology and media trends. • Google Insights: Topics are widespread and you can find information from user behavior on screen size to trends in technology Reprinted from Kevin P Nichols’ Enterprise Content Strategy: A Project Guide, Page 47. See also Havas Media’s Global Media Trends and Insights Step 1: Assess the critical inputs
  22. 22. Content experience "If you know your content, you can control your content" —Ann Rockley ■ Audit the content ■ Repeat annually or semiannually ■ More on audits later… 2 Sept 2015 The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols 22 Step 1: Assess the critical inputs
  23. 23. Leverage competitive analysis 2 Sept 2015 The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols 23 Competitive Analysis Template taken 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 Step 1: Assess the critical inputs
  24. 24. Metrics and analytics 2 Sept 2015 The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols 24 ■ Goal of tracking and assessing data: Understand reach, engagement, conversion ■ Hard data: Quantifiable (the “what”) ■ Soft data: Qualitative (the “why) Image source: https://commons.wikimedia.org/wiki/File:Plastic_tape_measure.jpg. Step 1: Assess the critical inputs
  25. 25. Metrics and analytics: Hard metrics ■ Quantitative measurements – Conversions – Page views – Time on site – Click-throughs – Keyword search – User journey ■ Social metrics – Likes, shares, subscriptions 25 Image source: Laurie Carodonna at this Flickr URL. Step 1: Assess the critical inputs The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols 2 Sept 2015
  26. 26. Metrics and analytics: Soft metrics ■ Primary research – Focus groups ■ Secondary research – Marketing trends ■ Social listening – Behavioral, sentiment analysis ■ Surveys – Customer satisfaction ■ Customer feedback ■ Reviews 2 Sept 2015 The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols 26 Slide adapted from Rebecca Schneider and Kevin Nichols Fundamentals of Omnichannel Content Strategy Workshop on OmnichannelContentStrategy.com Image source: Samuel Mann at this Flickr URL. Step 1: Assess the critical inputs
  27. 27. Considerations: Content ■ Aspire for GREAT content! ■ Make the investment in continual creation of great content a business priority ■ Understand: your brand’s identify is only as good as the content that supports it ■ Don’t recycle the same existing content again and again and again—improve it! 2 Sept 2015 27 Image source: Laurel Fan at this Flickr URL. Step 2: Considering additional requirements The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
  28. 28. Considerations: Operations ■ Operations – Budgetary support – Siloed business units – Conflicting incentive structures – Cross discipline roles ■ Data – IT should not own data – Data is more than metrics/analytics – Measure across channels? ■ Technology – Can require multiple systems and dedicated tech resources – Tech integration is often required – Tech should not drive any of the above 2 Sept 2015 28 Source: Rebecca Schneider and Kevin Nichols Fundamentals of Omnichannel Content Strategy Workshop on OmnichannelContentStrategy.com The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols Step 2: Considering additional requirements
  29. 29. Roadmap: Overview ■ Plots prioritized and scheduled approach to achieving the short- and long-term performance recommendations ■ Identifies bottom-up projects to feed it, and immediate opportunities to improve processes and demonstrate value Remember… ■ Start big, not small ■ Revisit roadmap and course correct as needed 2 Sept 2015 29 The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols Step 3: Developing a strategic roadmap
  30. 30. Roadmap: Team Planning ■ Start with a multidisciplinary team – Content Producing Group(s) – Information Technology (architects) – Sponsoring Business Unit Representative(s) (with budget authority) – Marketing (MarCom) – Subject Matter Experts (as needed) ■ Establish core group members, meeting intervals ■ Each meeting should have clear goals and action items ■ A RACI or similar tool may be useful 2 Sept 2015 30 The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols Step 3: Developing a strategic roadmap
  31. 31. Roadmap: Business Goals ■ What is the long term vision for the company? ■ What are the business goals within context of corporate strategy? ■ What are the objectives in place to meet those goals? ■ How will omnichannel advance business goals? ■ Who are your audience(s)? ■ What channels are important to your business? Answer the above as part of a discovery phase. 2 Sept 2015 31 The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols Step 3: Developing a strategic roadmap
  32. 32. Roadmap: Stakeholder Interviews ■ Meet with key stakeholders (cast of 1000+ not necessary) – Business sponsor(s) – MarCom – Content producers – Information technology ■ Ask same/similar questions (interview protocol) ■ Provide findings and analysis report ■ Use report to inform roadmap 2 Sept 2015 32 The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols Step 3: Developing a strategic roadmap
  33. 33. Roadmap: Workshops ■ Use workshops to define high-level roadmap that plots strategy for next 2- 3 years ■ High-level example: See wall print out ■ We will go through a workshop exercise today 2 Sept 2015 33 The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols Step 3: Developing a strategic roadmap
  34. 34. ANALYZING PERFORMANCE Tools and Processes
  35. 35. Tools and processes for measuring performance ■ Metrics and analytics ■ User research ■ Content audit ■ Optimized content lifecycles ■ Content calendar 2 Sept 2015 35 The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
  36. 36. Select your analytics 2 Sept 2015 36 ■ Review business goals/objectives ■ Determine which metrics will best measure an objective’s success ■ Look within each channel and across channels; don’t forget social Source: Rebecca Schneider and Kevin Nichols Fundamentals of Omnichannel Content Strategy Workshop on OmnichannelContentStrategy.com The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
  37. 37. Select your analytics, cont. 2 Sept 2015 37 ■ Use the SMART approach: – Specific – Measureable – Assignable – Realistic – Time-related Source: Rebecca Schneider and Kevin Nichols Fundamentals of Omnichannel Content Strategy Workshop on OmnichannelContentStrategy.com The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
  38. 38. Choose your tools 2 Sept 2015 38 Adapted from http://chiefmartec.com/2015/01/marketing-technology-landscape-supergraphic-2015/ The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
  39. 39. Gather and analyze 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 39 The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
  40. 40. Analyze soft metrics ■ Primary research ■ Secondary research ■ Social listening ■ Surveys ■ Customer feedback ■ Reviews 2 Sept 2015 40 The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
  41. 41. Understand user behavior 2 Sept 2015 41 ■ User flows ■ Usability testing ■ Card sorts ■ Search log analysis ■ Customer support logs The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
  42. 42. The content audit 2 Sept 2015 42 ■ 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 The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
  43. 43. Audit tools 2 Sept 2015 43 The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
  44. 44. What to do with findings ■ Plan and implement content improvements – Future content planning – Content to leave as-is – Content to optimize – Content to sunset ■ Implications for governance 2 Sept 2015 44 The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
  45. 45. OPERATIONALIZING PERFORMANCE Governance and Organizational Change
  46. 46. Governance and organizational change ■ The benefits of governance ■ Strategic and operational aspects 2 Sept 2015 46 Effective content Operational excellence Strategic foundation The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
  47. 47. 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 2 Sept 2015 47 The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
  48. 48. Strategic aspects of governance ■ Understand current state ■ Define goals, priorities, use cases for future ■ Define success metrics 2 Sept 2015 48 The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
  49. 49. Operational aspects of governance 2 Sept 2015 49 ■ People ■ Processes ■ Tools The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
  50. 50. PEOPLE
  51. 51. Governance: People ■ Preparing the organization for change ■ Team model to support governance ■ Roles and responsibilities 2 Sept 2015 51 The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
  52. 52. Prepare the organization for change ■ Getting organizational buy-in ■ Changed roles and responsibilities ■ Need for training ■ Documentation of policies and workflows ■ Tools implementation and adoption 2 Sept 2015 52 The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
  53. 53. Set team model Governance Team Working Groups Social Analytics Legal Content TechnologyBrand Operations Technology Marketing Publishing TaxonomyStrategy Executive Sponsor 2 Sept 2015 53 Product The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
  54. 54. Define roles and responsibilities 2 Sept 2015 54 ■ 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/ The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
  55. 55. PROCESSES
  56. 56. Governance: Processes ■ Procedures, policies, guidelines ■ Communication ■ Training ■ Ongoing optimization 2 Sept 2015 56 Recreated with permission of Kevin P Nichols from Enterprise Content Strategy: A Project Guide for omnichannel.com. The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
  57. 57. Governance: Procedures ■ 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 2 Sept 2015 57 The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
  58. 58. Governance: Communication and training 2 Sept 2015 58 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 The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
  59. 59. TOOLS
  60. 60. Governance: Tools ■ Editorial calendars ■ Optimized content lifecycles ■ Workflows ■ Tracking and reporting ■ Process automation 2 Sept 2015 60 The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
  61. 61. 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 2 Sept 2015 61 Source: Content Strategy Alliance Tools & Templates Handbook http://contentstrategyalliance.com/csa-best-practices/csa-handbook/ The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
  62. 62. Optimized content lifecycles 2 Sept 2015 62 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 The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
  63. 63. Governance workflow ■ Can be used in conjunction with a RACI chart ■ Provides clear steps in approval process - people-focused rather than tools ■ Shows hand off points 2 Sept 2015 63 Source: Rebecca Schneider and Kevin Nichols Fundamentals of Omnichannel Content Strategy Workshop on OmnichannelContentStrategy.com The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
  64. 64. Dashboards ■ Provide information on content creation (or other) progress ■ Helps to identify potential roadblocks ■ Helps to plan for future initiatives 2 Sept 2015 64 Source: Rebecca Schneider and Kevin Nichols Fundamentals of Omnichannel Content Strategy Workshop on OmnichannelContentStrategy.com The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
  65. 65. Performance-tracking dashboard 2 Sept 2015 65 Source: http://contentstrategyalliance.com/csa-best-practices/csa-handbook/ The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
  66. 66. Process automation ■ Automated workflows ■ Content expiration ■ Version control 2 Sept 2015 66 The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
  67. 67. Governance considerations ■ Testing (and iterating) on processes ■ Overcoming organizational resistance ■ Preparing for expanded roles—may need to add resources, change responsibilities 2 Sept 2015 67 The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
  68. 68. WORKSHOP EXERCISE
  69. 69. Workshop exercise: Define a roadmap ■ To define your roadmap, decide on the experience for which you want to create a roadmap ■ Use the structure of the printed-out roadmap ■ Take each category under “launch” and create your roadmap, naming specific content,. Focus on areas that are critical to the experience. – Be specific. If you have a product company, pick a product launch – If you have a corporate site or non-profit, take a corporate responsibility story or a specific initiative within your program 2 Sept 2015 69 The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
  70. 70. FINAL THOUGHTS
  71. 71. Final thoughts ■ It takes a village—to effectively implement a performance-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 roadmap in place and your processes organized and optimized. Review, revise, repeat. 2 Sept 2015 71 The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
  72. 72. Stay in touch! Paula ■ pland@content-insight.com ■ Web: – www.content-insight.com – www.strategiccontent.com ■ LinkedIn: www.linkedin.com/in/paulaland ■ Twitter: twitter.com/content_insight Kevin ■ kevin@kevinpnichols.com ■ Web: kevinpnichols.com ■ LinkedIn: www.linkedin.com/in/kevinpnichols ■ Twitter: twitter.com/kpnichols ■ YouTube: www.youtube.com/user/kevinpnichols 2 Sept 2015 72 The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols
  73. 73. THANK YOU!
  74. 74. APPENDIX
  75. 75. 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) ■ Note: Paula Land and I position our books together, because we feel strongly that mine sets up a framework, and hers informs how to use ongoing audits and governance to successful enable the framework. ■ 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 2 Sept 2015 75 The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols

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