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Content Strategy Triage: Extended Edition

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First delivered at LavaCon 2015 in New Orleans. Sarah O'Keefe discusses how to use triage principles to prioritize content strategy efforts. This is the 60-minute breakout session.

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Content Strategy Triage: Extended Edition

  1. 1. @sarahokeefe Content Triage
 Extended Edition flickr: clevercupcakes Sarah O’Keefe Scriptorium
  2. 2. Sarah O’Keefe @sarahokeefe flickr: johnloo, alicehenneman booleansplit Likes Dislikes
  3. 3. Content strategy, the theory @sarahokeefe
  4. 4. Content strategy in practice @sarahokeefe
  5. 5. How bad is your content? @sarahokeefe
  6. 6. How bad is your content? @sarahokeefe
  7. 7. @sarahokeefe 0% 25% 50% 75% 100% The Customer Conversation report: https://econsultancy.com/reports/the-consumer-conversation/
  8. 8. @sarahokeefe Brands have a holistic view of customers 0% 25% 50% 75% 100% 81% The Customer Conversation report: https://econsultancy.com/reports/the-consumer-conversation/
  9. 9. @sarahokeefe Customers who say their retailer understands them. 0% 25% 50% 75% 100% 37% The Customer Conversation report: https://econsultancy.com/reports/the-consumer-conversation/
  10. 10. @sarahokeefe Communications are usually relevant. 0% 25% 50% 75% 100% 35% The Customer Conversation report: https://econsultancy.com/reports/the-consumer-conversation/
  11. 11. @sarahokeefe If the instructions are confusing or incomplete, how does that make you feel about the products you buy? (Choose all that apply) http://www.sharonburton.com/wp-content/uploads/2013/07/ConsumerPollResults2012-2013.pdf
  12. 12. @sarahokeefe http://www.sharonburton.com/wp-content/uploads/2013/07/ConsumerPollResults2012-2013.pdf
  13. 13. Minimum viable content @sarahokeefe
  14. 14. flickr: sv1ambo Content strategy assessment @sarahokeefe ❖ Content inventory/audit ❖ Business goals ❖ Gap analysis ❖ Recommendations ❖ Requirements ❖ Roadmap
  15. 15. Alignment of business objectives @sarahokeefe flickr: jsjgeology
  16. 16. Snowflakes are a problem. @sarahokeefe Wikimedia Commons
  17. 17. @sarahokeefe Design is the process of deciding how information is presented to the person who needs it. flickr:paulk
  18. 18. Automation applies design to content without human intervention. @sarahokeefe flickr:spenceyc
  19. 19. @sarahokeefe
  20. 20. @sarahokeefe
  21. 21. @sarahokeefe
  22. 22. @sarahokeefe
  23. 23. @sarahokeefe
  24. 24. @sarahokeefe
  25. 25. @sarahokeefe
  26. 26. @sarahokeefe
  27. 27. @sarahokeefe
  28. 28. @sarahokeefe
  29. 29. @sarahokeefe
  30. 30. Content strategy roadmap @sarahokeefe flickr: sv1ambo
  31. 31. Content strategy roadmap @sarahokeefe ❖ Goals ❖ Constraints ❖ Budget ❖ Phase 1: Pilot ❖ Phase 2: Main effort ❖ Phase 3: Advanced effort
  32. 32. @sarahokeefe Risk ROI Visibility Complexity Risk ROI Visibility Complexity
  33. 33. @sarahokeefe Pilot Risk ROI Visibility Complexity Risk ROI Visibility Complexity
  34. 34. @sarahokeefe Main effort Risk ROI Visibility Complexity Risk ROI Visibility Complexity
  35. 35. @sarahokeefe Advanced effort Risk ROI Visibility Complexity Risk ROI Visibility Complexity
  36. 36. Pilot projects @sarahokeefe
  37. 37. Reducing effort @sarahokeefe Reducing
 effort
  38. 38. New output format @sarahokeefe New output 
 format
  39. 39. flickr: puuikibeach Pilot: Survive and advance @sarahokeefe
  40. 40. Main effort: Achieve stated goals @sarahokeefe ❖ Balance risk, complexity, ROI, visibility
  41. 41. Phase 3: Increase complexity @sarahokeefe flickr: stuart.mike
  42. 42. Phase 3: Increase complexity @sarahokeefe ❖ More complex integration ❖ More complex projects ❖ Higher risk ❖ New ideas
  43. 43. Confronting external dependencies @sarahokeefe flickr: valeriebb
  44. 44. @sarahokeefe
  45. 45. @sarahokeefe
  46. 46. @sarahokeefe
  47. 47. @sarahokeefe
  48. 48. @sarahokeefe
  49. 49. Other people’s data @sarahokeefe ❖ Extract ❖ Modify ❖ Connect flickr: heipei
  50. 50. Other people’s platform @sarahokeefe ❖ Publish your information to their platform? flickr:Wellness GM
  51. 51. Other people’s content @sarahokeefe ❖ Put in your repository? ❖ Create a connector to different repository? ❖ In which direction(s) does information flow? flickr: epsos.de
  52. 52. Not dependency, integration! @sarahokeefe flickr:Trevor Botting
  53. 53. @sarahokeefe Do you need better systems? flickr: jpgufffogg
  54. 54. Vendor triage @sarahokeefe flickr: jawsnap
  55. 55. Content strategy triage @sarahokeefe ❖ ROI ❖ Visibility ❖ Risk ❖ Complexity
  56. 56. Questions? @sarahokeefe

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