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Creating A Digital Content Factory: Getting Started with Intelligent Content

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Content marketing production processes are broken. Most organizations can’t crank out the wide variety of content needed because their processes are outdated, inefficient, and riddled with waste. Oh, and then there are tools. Content marketers don’t have the right ones for the jobs at hand.

In this presentation, content strategy guru Scott Abel, The Content Wrangler, will demystify the benefits of intelligent content for content marketers and outline the changes needed in order for marketers to take advantage of the approach.

Attendee takeaways:

How adopting intelligent content can turn a content marketing department into a content marketing factory

How some brands are leveraging intelligent content to produce more content with less effort

Lessons learned from the pros working in the trenches

What you’ll need to get started

#CMWorld

Published in: Marketing
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Creating A Digital Content Factory: Getting Started with Intelligent Content

  1. @ScottAbel @contentwrangler • #CMWorld Creating a Getting started with Digital Content Factory Intelligent Contentpresented by Scott Abel, The Content Wrangler
  2. @ScottAbel @contentwrangler • #CMWorld Scott Abel @ScottAbel • CEO, The Content Wrangler • Global Content Strategist • Content Production Optimization Expert • Intelligent Content Evangelist • Co-Producer Intelligent Content Conference • Co-Founder Information Development World • Co-Author “Intelligent Content: A Primer” • Co-Author “The Language of Content Strategy” • Translators Without Borders Awareness Team • Lecturer at University of California, Berkeley • Nightclub DJ, remixer, and mashup artist
  3. @ScottAbel @contentwrangler • #CMWorld The Content Strategy Series from XML Press www.xmlpress.net
  4. @ScottAbel @contentwrangler • #CMWorld This is a 45 minute lecture, not a college course; I will cover the basics, leaving time to answer a few questions at the end of the session SETTING EXPECTATIONS
  5. @ScottAbel @contentwrangler • #CMWorld A brief overview of the problems facing content marketers and why a new approach to creating content is warranted WHAT WE WILL COVER
  6. @ScottAbel @contentwrangler • #CMWorld A high level overview of what’s required to transform the traditional content production process into a multichannel content manufacturing strategy WHAT WE WILL COVER
  7. @ScottAbel @contentwrangler • #CMWorld What software you should buy How to write reusable content How to structure content XML, DITA, Viterbi algorithm Tone, voice, branding, cats WHAT WE WON’T COVER
  8. @ScottAbel @contentwrangler • #CMWorld If this session isn’t a good fit If you attended my 3 hr workshop If you plan to attend my 6 hour lab WHY YOU MIGHT WANT TO LEAVE NOW
  9. @ScottAbel @contentwrangler • #CMWorld becauseI can’t teach you everything you need to know in the time we have together
  10. @ScottAbel @contentwrangler • #CMWorld MY GIFT TO YOU Give me your business card, I’ll provide a free copy of our newest book*, created specifically to get content marketers to think differently about content on sale
 Sept 25
  11. @ScottAbel @contentwrangler • #CMWorld “While most marketers focus on leads, likes and whatever they define as engagement, the real value is in creating content experiences that are scalable, consistent, personal and adaptable.” Joe Pulizzi, Content Marketing Institute
  12. @ScottAbel @contentwrangler • #CMWorld 1 The Problems
  13. @ScottAbel @contentwrangler • #CMWorld We continue to craft content in much the same way that we always have THE PROBLEMS
  14. @ScottAbel @contentwrangler • #CMWorld We rely on an outdated page-based paradigm that doesn’t serve us well today THE PROBLEMS
  15. @ScottAbel @contentwrangler • #CMWorld Our approach is not optimized to address growth in number of touch points, distribution channels, devices, platforms, customer expectations THE PROBLEMS
  16. @ScottAbel @contentwrangler • #CMWorld As a result, most content marketers are unable to meet demand
  17. @ScottAbel @contentwrangler • #CMWorld 92% are unable to meet deadlines Source: Gleanster Research, “The $958M Marketing Problem: Quantifying the cost of ineffciency in your content production processes”
  18. @ScottAbel @contentwrangler • #CMWorld 90% are struggling to manage redundant content creation efforts Source: Gleanster Research, “The $958M Marketing Problem: Quantifying the cost of ineffciency in your content production processes”
  19. @ScottAbel @contentwrangler • #CMWorld 81% are struggling to coordinate content creators Source: Gleanster Research, “The $958M Marketing Problem: Quantifying the cost of ineffciency in your content production processes”
  20. @ScottAbel @contentwrangler • #CMWorld 64% are challenged with issues relating to repurposing content Source: Gleanster Research, “The $958M Marketing Problem: Quantifying the cost of ineffciency in your content production processes”
  21. @ScottAbel @contentwrangler • #CMWorld 25% of every dollar spent on content marketing is wasted Source: Gleanster Research, “The $958M Marketing Problem: Quantifying the cost of ineffciency in your content production processes” THE PROBLEMS
  22. @ScottAbel @contentwrangler • #CMWorld It’s time to stop the bleeding
  23. @ScottAbel @contentwrangler • #CMWorld But, most executives don’t understand the severity of our problems THE PROBLEMS
  24. @ScottAbel @contentwrangler • #CMWorld If they can’t see what’s broken, it’s hard to spot opportunities for improvement THE PROBLEMS
  25. @ScottAbel @contentwrangler • #CMWorld They have no idea that the way we work was never optimized to provide maximum business value THE PROBLEMS
  26. @ScottAbel @contentwrangler • #CMWorld it’s up to usto show them what’s wrong and fight for a systematic, repeatable method that serves our needs today, and into the future
  27. @ScottAbel @contentwrangler • #CMWorld All of these challenges and more can be overcome by rethinking how we create, manage, and deliver content
  28. @ScottAbel @contentwrangler • #CMWorld Why rethink the way we work?
  29. @ScottAbel @contentwrangler • #CMWorld Gleanster found that organizations that invest in streamlining and optimizing content production produce two times more content Source: Gleanster Research, “The $958M Marketing Problem: Quantifying the cost of ineffciency in your content production processes”
  30. @ScottAbel @contentwrangler • #CMWorld And they do it 163% faster than their less efficient competitors Source: Gleanster Research, “The $958M Marketing Problem: Quantifying the cost of ineffciency in your content production processes”
  31. @ScottAbel @contentwrangler • #CMWorld Let’s take a look at a solution that’s helped other communication professionals overcome similar problems
  32. @ScottAbel @contentwrangler • #CMWorld 2 The Solution
  33. @ScottAbel @contentwrangler • #CMWorld In order to create a digital content factory we need to change the way we work THE SOLUTION
  34. @ScottAbel @contentwrangler • #CMWorld In order to create a digital content factory we need new thinking, new methods, new processes, new roles, new responsibilities, and new tools THE SOLUTION
  35. @ScottAbel @contentwrangler • #CMWorld New thinking about content based on proven lean manufacturing principles, just-in-time delivery, kanban, agile development THE SOLUTION
  36. @ScottAbel @contentwrangler • #CMWorld In order to create scalable, consistent, personal and adaptable content experiences, we need intelligent content THE SOLUTION
  37. @ScottAbel @contentwrangler • #CMWorld What is intelligent content? THE SOLUTION
  38. @ScottAbel @contentwrangler • #CMWorld Intelligent content is content designed to be modular, structured, reusable, format-free, and semantically rich THE SOLUTION We will cover each of these characteristics, but first…
  39. @ScottAbel @contentwrangler • #CMWorld What do we get if we adopt intelligent content? THE SOLUTION
  40. @ScottAbel @contentwrangler • #CMWorld Capabilities THE SOLUTION capacity + abilities that provide us with business value
  41. @ScottAbel @contentwrangler • #CMWorld Adopting intelligent content provides our content with 3 much needed capabilities: discoverability, reconfigurability, and adaptability THE SOLUTION
  42. @ScottAbel @contentwrangler • #CMWorld Let’s take a brief look at the characteristics that make content intelligent THE SOLUTION
  43. @ScottAbel @contentwrangler • #CMWorld INTELLIGENT CONTENT IS MODULAR CONTENT modular | structured | reusable | format-free | semantically rich THE SOLUTION
  44. @ScottAbel @contentwrangler • #CMWorld Modular content is componentized content designed for reuse Product Image Short Product Description Product Name modular | structured | reusable | format-free | semantically rich
  45. @ScottAbel @contentwrangler • #CMWorld Instead of creating documents, we assemble content components into content products modular | structured | reusable | format-free | semantically rich
  46. @ScottAbel @contentwrangler • #CMWorld Product Image Short Product Description Product Name ProductWhite Paper Product Case Study Company Logo
  47. @ScottAbel @contentwrangler • #CMWorld Modular content is flexible; it can be remixed, repurposed, and reviewed independently modular | structured | reusable | format-free | semantically rich THE BENEFITS
  48. @ScottAbel @contentwrangler • #CMWorld Increases content consistency, content development agility, content production efficiency and substantially reduces costs modular | structured | reusable | format-free | semantically rich THE BENEFITS
  49. @ScottAbel @contentwrangler • #CMWorld INTELLIGENT CONTENT IS STRUCTURED CONTENT modular | structured | reusable | format-free | semantically rich THE SOLUTION
  50. @ScottAbel @contentwrangler • #CMWorld Structured content is content intentionally designed to be both human- and machine-readable modular | structured | reusable | format-free | semantically rich
  51. @ScottAbel @contentwrangler • #CMWorld Structured content is predictable content that humans can read and understand and that computers can automatically process modular | structured | reusable | format-free | semantically rich
  52. @ScottAbel @contentwrangler • #CMWorld THINK STRUCTURED Structured content gets its utility from its predictability
  53. @ScottAbel @contentwrangler • #CMWorld Structured content is semantically- labeled and consistently organized modular | structured | reusable | format-free | semantically rich
  54. @ScottAbel @contentwrangler • #CMWorld Term Definition Importance Statement Author Information Author Name Essay
  55. @ScottAbel @contentwrangler • #CMWorld Structure provides authoring guidance, ensuring everyone creates content consistently modular | structured | reusable | format-free | semantically rich
  56. @ScottAbel @contentwrangler • #CMWorld Structured content is required to help us enable modern businesses to meet consumer content demand modular | structured | reusable | format-free | semantically rich
  57. @ScottAbel @contentwrangler • #CMWorld Some of you may be thinking, “If this is so important, why aren’t they teaching these skills in school” modular | structured | reusable | format-free | semantically rich
  58. @ScottAbel @contentwrangler • #CMWorld Structured content is being taught in 5th grade modular | structured | reusable | format-free | semantically rich
  59. @ScottAbel @contentwrangler • #CMWorld There’s even a group dedicated to teaching structured content concepts to students on Pinterest https://www.pinterest.com/explore/text-structures/
  60. @ScottAbel @contentwrangler • #CMWorld Schools of Information (iSchools) are teaching students to craft structured content, too
  61. @ScottAbel @contentwrangler • #CMWorld INTELLIGENT CONTENT IS REUSABLE CONTENT modular | structured | reusable | format-free | semantically rich THE SOLUTION
  62. @ScottAbel @contentwrangler • #CMWorld Content reuse involves reusing existing content components to develop new content products modular | structured | reusable | format-free | semantically rich
  63. @ScottAbel @contentwrangler • #CMWorld Listen to what we can do when music is modular and available for reuse modular | structured | reusable | format-free | semantically rich
  64. @ScottAbel @contentwrangler • #CMWorld Here’s another music example modular | structured | reusable | format-free | semantically rich
  65. @ScottAbel @contentwrangler • #CMWorld Reusable content reduces the time required to create, manage, and publish new content products modular | structured | reusable | format-free | semantically rich
  66. @ScottAbel @contentwrangler • #CMWorld There are two types of content reuse: manual and automated modular | structured | reusable | format-free | semantically rich
  67. @ScottAbel @contentwrangler • #CMWorld Manual content reuse is a widely used, yet inefficient approach to repurposing content, creating more challenges than it solves modular | structured | reusable | format-free | semantically rich
  68. @ScottAbel @contentwrangler • #CMWorld Manual content reuse involves copying content from one source and pasting it into another modular | structured | reusable | format-free | semantically rich
  69. @ScottAbel @contentwrangler • #CMWorld Manual content reuse is labor intensive, error-prone and unnecessarily costly modular | structured | reusable | format-free | semantically rich
  70. @ScottAbel @contentwrangler • #CMWorld Manual content reuse opens the door for expensive problems with content consistency modular | structured | reusable | format-free | semantically rich
  71. @ScottAbel @contentwrangler • #CMWorld The cost of an extra click can cost a company millions of dollars in lost productivity daily Source: David Platt, “Why Software Sucks (And What You Can Do About It)” WHAT’S THE BIG DEAL?
  72. @ScottAbel @contentwrangler • #CMWorld With automated reuse, we point to (reference) content we wish to reuse modular | structured | reusable | format-free | semantically rich
  73. @ScottAbel @contentwrangler • #CMWorld Automated content reuse is also known as transclusion modular | structured | reusable | format-free | semantically rich
  74. @ScottAbel @contentwrangler • #CMWorld Transclusion allows us to automatically reuse content wherever it is needed modular | structured | reusable | format-free | semantically rich COMPONENTS 1 Logo 2 Product Description 3 Product Features 4 Product Specifications 5 Product Image 6Warranty 7 Product Functions 8 Product Applications 9 Product Price 10Value Proposition 11 Contact Information 12 FAQs 1 Logo 2 Product Description 3 Product Features 5 Product Image 8 Product Applications 10Value Proposition 11 Contact Information PRINT BROCHURE WEBINAR INVITE 1 Logo 2 Product Description 5 Product Image 10Value Proposition 11 Contact Information PRODUCT MICROSITE 1 Logo 2 Product Description 3 Product Features 4 Product Specifications 5 Product Image 6Warranty 7 Product Functions 8 Product Applications 10Value Proposition 11 Contact Information 12 FAQs EMAIL CAMPAIGN 1 Logo 2 Product Description 3 Product Features 5 Product Image 8 Product Applications 10Value Proposition 11 Contact Information SALES SLIDE DECK 1 Logo 2 Product Description 3 Product Features 4 Product Specifications 5 Product Image 8 Product Applications 10Value Proposition 11 Contact Information
  75. @ScottAbel @contentwrangler • #CMWorld Changes made to the source content automatically appear wherever content is reused modular | structured | reusable | format-free | semantically rich
  76. @ScottAbel @contentwrangler • #CMWorld modular | structured | reusable | format-free | semantically rich Value Proposition Video Script Audio Clip Sales Training Deck Product Web Page Print Brochure Modular Content A value proposition for a new healthcare app could be automatically reused For example..
  77. @ScottAbel @contentwrangler • #CMWorld Value Proposition Video Script Sales Training Deck Product Web Page Print Brochure Automated Reuse of Modular Content
  78. @ScottAbel @contentwrangler • #CMWorld Text is the easiest type of content to design for reuse, but we can create reusable content in nearly all formats modular | structured | reusable | format-free | semantically rich
  79. @ScottAbel @contentwrangler • #CMWorld INTELLIGENT CONTENT IS FORMAT-FREE CONTENT modular | structured | reusable | format-free | semantically rich THE SOLUTION
  80. @ScottAbel @contentwrangler • #CMWorld Format-free content carries no embedded formatting information, allowing content to be prepared automatically for any device modular | structured | reusable | format-free | semantically rich
  81. @ScottAbel @contentwrangler • #CMWorld Format-free content can be mapped to any output channel or device and can be automatically reskinned modular | structured | reusable | format-free | semantically rich
  82. @ScottAbel @contentwrangler • #CMWorld About Us Products Customers Blog Contact About Us Products Customers Blog Contact Your content is a business asset Let us show you how to manage it efficiently and effectively Your content is a business asset Let us show you how to manage it efficiently and effectively Why work with Primate Programming? Primate Programming Primate Programming Inc. is dedicated to the advancement and gainful employment of non-human great apes within the United States information technology sector.We are the pioneer in Primate Programming (PP) worldwide. Primate Programming Why work with Primate Programming? Primate Programming Inc. is dedicated to the advancement and gainful employment of non-human great apes within the United States information technology sector. We are the pioneer in Primate Programming (PP) worldwide.Order your free content analysis today bananas! Go bananas! Order your free content analysis today Go ENTERYOURWORK EMAIL ADDRESS LIMITEDTIME OFFER RESTRICTIONS APPLY ENTERYOURWORK EMAIL ADDRESS Take outsourcing to a new level. Apply the right skills for the right job at the right price. Our talented and experienced pool of affordable primate programmers can help your organization keep pace with the increasing demands of our always-on global content network. Primate Programming is the perfect fit for many organizations looking to augment existing staff with contract labor. LIMITEDTIME OFFER RESTRICTIONS APPLY Company Officers Roster Locations Events Webinars Conferences Meetups Clients Case Studies Success Stories Interviews Blog Articles Infographics Whitepapers Company Officers Roster Locations Events Webinars Conferences Meetups Clients Case Studies Success Stories Interviews Blog Articles Infographics Whitepapers Company Officers Roster Locations Events Webinars Conferences Meetups Clients Case Studies Success Stories Interviews Blog Articles Infographics WhitepapersCopyright (c) 2015 Primate Programming, Inc. Copyright (c) 2015 Primate Programming, Inc.
  83. @ScottAbel @contentwrangler • #CMWorld INTELLIGENT CONTENT IS SEMANTICALLY RICH CONTENT modular | structured | reusable | format-free | semantically rich THE SOLUTION
  84. @ScottAbel @contentwrangler • #CMWorld Semantically rich content is content to which we’ve added machine-readable information that describes the content modular | structured | reusable | format-free | semantically rich
  85. @ScottAbel @contentwrangler • #CMWorld Semantically rich content includes metadata that describes what the content is, what it’s about and more modular | structured | reusable | format-free | semantically rich
  86. @ScottAbel @contentwrangler • #CMWorld Computers use semantically rich metadata to understand and process information on our behalf modular | structured | reusable | format-free | semantically rich
  87. @ScottAbel @contentwrangler • #CMWorld Semantically rich metadata can help us locate relevant content needed to build customized content products modular | structured | reusable | format-free | semantically rich
  88. @ScottAbel @contentwrangler • #CMWorld Metadata can help us retrieve all occurances of a specific type of content (product description, product name, value proposition) modular | structured | reusable | format-free | semantically rich
  89. @ScottAbel @contentwrangler • #CMWorld We can tag our content as ‘related’ to audience, industry, subject, language, product version and more modular | structured | reusable | format-free | semantically rich
  90. @ScottAbel @contentwrangler • #CMWorld For example industry = pharmaceutical audience = physician modular | structured | reusable | format-free | semantically rich
  91. @ScottAbel @contentwrangler • #CMWorld 3 What makes a factory
  92. @ScottAbel @contentwrangler • #CMWorld Factories adopt automation to produce more product with less effort FACTORIES
  93. @ScottAbel @contentwrangler • #CMWorld Factories need standardization, modularization, and harmonization to enable automation FACTORIES
  94. @ScottAbel @contentwrangler • #CMWorld Factories are most efficient when their systems are interoperable FACTORIES Interoperability is the ability of a system or a product to work with other systems or products without special or additional effort
  95. @ScottAbel @contentwrangler • #CMWorld 4 What you’ll need to create a content factory
  96. @ScottAbel @contentwrangler • #CMWorld Software tools play a HUGE role in the success of multichannel publishing; they should be selected AFTER you have an understanding of your content needs SOFTWARE
  97. @ScottAbel @contentwrangler • #CMWorld Multichannel publishing requires (at a minimum) authoring software and a content management system designed to handle intelligent content SOFTWARE
  98. @ScottAbel @contentwrangler • #CMWorld Technical communicators use XML authoring tools and component content management systems to produce multichannel deliverables SOFTWARE
  99. @ScottAbel @contentwrangler • #CMWorld XML authoring tools are designed to help us create modular, structured, reusable content, free of formatting and style information, and rich with semantic metadata SOFTWARE
  100. @ScottAbel @contentwrangler • #CMWorld To effectively manage intelligent modular pieces of content we need a content management system SOFTWARE
  101. @ScottAbel @contentwrangler • #CMWorld Not just any content management system; we need a component content management system designed to manage modular, structured, components of content SOFTWARE
  102. @ScottAbel @contentwrangler • #CMWorld Creating intelligent content for multichannel publishing involves rethinking and re-engineering content production processes PROCESS RE-ENGINEERING
  103. @ScottAbel @contentwrangler • #CMWorld Instead of creating deliverables, we create recipes — formal structures — for each content product we plan to produce PROCESS RE-ENGINEERING
  104. @ScottAbel @contentwrangler • #CMWorld Creating deliverables becomes a matter of assembly; reusable content can be automatically included, allowing the author to focus on creating unique pieces PROCESS RE-ENGINEERING
  105. @ScottAbel @contentwrangler • #CMWorld Creating intelligent content for multichannel publishing involves ensuring content is created in the same way, to the same standards, following the same rules GOVERNANCE
  106. @ScottAbel @contentwrangler • #CMWorld Roles and responsibilities change when you move to creating intelligent content for multichannel publishing ROLES AND RESPONSBILITIES
  107. @ScottAbel @contentwrangler • #CMWorld Creating intelligent content for multichannel publishing involves learning new skills and changing how we work; don’t skimp, enlist the help of professionals TRAINING
  108. @ScottAbel @contentwrangler • #CMWorld Creating intelligent content for multichannel publishing involves crafting a business case that is achievable and will provide positive return on investment THE BUSINESS CASE
  109. @ScottAbel @contentwrangler • #CMWorld 4 Mini Case Study The Language of Content Strategy
  110. @ScottAbel @contentwrangler • #CMWorld Case Study: The Language of Content Strategy 5 products, 1 source: A book, an ebook, a website, set of flashcards, audiobook A content marketing case study about content strategy using multichannel publishing 10:00am-10:10am
  111. @ScottAbel @contentwrangler • #CMWorld Multi-channel publishing case study and content marketing project for The Content Wrangler Audiences: Prospective customers, content strategists, content marketers, students. THE GOAL
  112. @ScottAbel @contentwrangler • #CMWorld Demonstrate how multichannel publishing tactics used by technical communicators can be used by content marketers Concerns: Marketers aren’t familiar with approach and will need a tangible example. THE CHALLENGE
  113. @ScottAbel @contentwrangler • #CMWorld Using multichannel publishing, create a printed book, an eBook, a website, and a set of flashcards, and an audiobook THE PROJECT
  114. @ScottAbel @contentwrangler • #CMWorld The Language of Content Strategy Author Contact Information Author Information Importance Statement Essay Additional Resources Author Name Term Definition Audio File Author Photograph Content Model The Identified components needed to manufacture deliverables FIRST STEP: THE CONTENT MODEL
  115. @ScottAbel @contentwrangler • #CMWorld The Language of Content Strategy Author Contact Information Author Information Importance Statement Essay Additional Resources Author Name Term Definition Audio File Author Photograph Content Model The Book eBook Website Card Deck Audiobook X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X X SECOND STEP: WHERE TO REUSE CONTENT
  116. @ScottAbel @contentwrangler • #CMWorld Source: Content Marketing Institute THIRD STEP: MAP CONTENT FLOW
  117. @ScottAbel @contentwrangler • #CMWorld Term Definition Importance Statement Author Information Author Name Essay THE BOOK
  118. @ScottAbel @contentwrangler • #CMWorld Essay Author Information Term Definition Author Name Importance Statement THE EBOOK
  119. @ScottAbel @contentwrangler • #CMWorld Essay Author Name Importance Statement Definition Term Audio File Author Information THE WEBSITE
  120. @ScottAbel @contentwrangler • #CMWorld THE AUDIO SCRIPT Essay Author Name Importance Statement Definition Term Author Information The “Content Strategy Term of the Week” is the core concept of Content Strategy by Rahel Anne Bailie. What is content strategy? The analysis and planning to develop a repeatable system that governs the management of content throughout the entire content lifecycle. Why is content strategy important? Provides context, so that the organization’s vision can be implemented in an integrated way, to meet business goals and project objectives. Why does a content strategist need to know this? Strategy is defined as “alternatives chosen to make happen a desired future, such as achievement of a goal or solution to a problem.” A content strategy, then, is the analysis phase of a business problem that determines how content can be improved, either on the editorial or technical sides, to contribute to corporate success. Content strategy is the practice of helping organizations improve their content performance, primarily through the analysis of existing content problems and development of plans for improvement. A content strategy will assess an organization’s current state, understand the ideal future state, recognize where the gaps are, and develop an implementation roadmap.  The roadmap defines a content lifecycle specific to an organization’s needs, so that the content can meet business goals. Even when a project or contract addresses only a portion of the overall need, the strategy should be designed to allow future projects to become part of a unified strategy. About Rahel Anne Bailie Rahel Anne Bailie is an integrator of content strategy, requirements analysis, information architecture, and content management to increase ROI of product lifecycle content. She is also a supporter of content structure and standards. She is founder of Intentional Design, Fellow of STC, co- author of Content Strategy: Connecting the dots between business, brand, and benefits, and co-
  121. @ScottAbel @contentwrangler • #CMWorld THE CARDS Importance Statement Definition Term Content Strategy What it is. The analysis and planning to develop a repeatable system that governs the manage- ment of content throughout the entire content lifecycle. Why Do it? Provides context, so that the organization’s vision can be implemented in an integrated way, to meet business goals and project objectives.
  122. @ScottAbel @contentwrangler • #CMWorld RESOURCES FOR FURTHER STUDY
  123. @ScottAbel @contentwrangler • #CMWorld 5 Advice
  124. @ScottAbel @contentwrangler • #CMWorld THINK MODULAR
  125. @ScottAbel @contentwrangler • #CMWorld What if we gave you each the exact same set of LEGO® building blocks? What would you build? THINK MODULAR
  126. @ScottAbel @contentwrangler • #CMWorld Modular content affords companies an incredible amount of flexibility; content creators can leverage components to build whatever they need, when they need it THINK MODULAR
  127. @ScottAbel @contentwrangler • #CMWorld 6 Wrap Up Discussion and Questions
  128. @ScottAbel @contentwrangler • #CMWorld MY GIFT TO YOU Give me your business card, I’ll provide a free copy of our newest book*, created specifically to get content marketers to think differently about content on sale
 Sept 25
  129. @ScottAbel @contentwrangler • #CMWorld Creating a Getting started with Digital Content Factory Intelligent Contentpresented by Scott Abel, The Content Wrangler

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