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Scalable Content Strategy: Nice Thought or Viable Vision? with Colleen Jones

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Today, business is digital. That makes content critical. Content now represents nearly a third of marketing budgets alone (Content Marketing Institute), and that proportion will only increase. Content also is the substance of most digital media products and digital channel communications. So, you might have enjoyed some success with implementing a content strategy for a single product, channel, or marketing campaign. Now, imagine repeating that success. How do you make your content strategy scale across products, brands, channels, markets and more? It's a question that often brings up many, many, MANY more questions for midsize and enterprise organizations. This session will help you answer them with a practical vision and 3 useful principles to scale your content strategy.

This presentation was given at Content Strategy Applied USA on November 17-18, 2014

Published in: Technology
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Scalable Content Strategy: Nice Thought or Viable Vision? with Colleen Jones

  1. 1. Colleen Jones, @leenjones Scalable Content Strategy from Nice Thought to Viable Vision
  2. 2. 2   Promising Pilot Scalable Success
  3. 3. 3   Promising Pilot Scalable Success 36% Increase in Weekly Sales
  4. 4. The 2 Es of Scalable Content Strategy valuatione
  5. 5. WHAT IS CONTENT EVALUATION? It’s a constant, ongoing assessment of whether your content is working and why. 5  
  6. 6. GREAT EXPECTATIONS FOR CONTENT
  7. 7. •  11% of mobile users entered through photo pages. •  60% of users bounced. WHY?
  8. 8. WHAT’S WRONG WITH THIS CONTENT?
  9. 9. WHAT’S YOUR BIGGEST FRUSTRATION WITH EVALUATING CONTENT?
  10. 10. 10   FIND TOOLS TO AUTOMATE THE GRUNT WORK Tool Gap Assessment ! contentwrx.com/content-evaluation
  11. 11. 11   Content Evaluation Framework 3 PILLARS OF SMALL DATA SUCCESS
  12. 12. 12   actionable content intelligence contentwrx.com
  13. 13. The 2 Es of Scalable Content Strategy ngineeringevaluation
  14. 14. WHAT IS CONTENT ENGINEERING? It’s planning the technology to deliver the right content. 14   CONTENT PEOPLE TIME CHANNEL
  15. 15. ENGINEERING PERSONALIZATION
  16. 16. 16  
  17. 17. ENGINEERING PERSONALIZATION? CONSIDER ACROSS CHANNELS… What are the OPPORTUNE MOMENTS to personalize? 17  
  18. 18. OPPORTUNE MOMENT for personalization Post Purchase Email Product  Tips   Related  products   Related  condi:on  
  19. 19. ENGINGEERING PERSONALIZATION? CONSIDER ACROSS CHANNELS… What are the OPPORTUNE MOMENTS to personalize? Is your content ARCHITECTED to reuse in those opportune moments? 19  
  20. 20. ARCHITECTING CONTENT FOR OMNICHANNEL REUSE 20 PRODUCT DESCRIPTION WEB + OFFICE COLLATERAL SEARCH RESULTS PERSONALIZED NEWSROOM UPDATE CUSTOMER WEB PAGE PERSONALIZED EMAIL NOTICES FINANCIAL ADVISOR WEB PAGE
  21. 21. IS YOUR CONTENT ARCHITECTED FOR THE FUTURE?
  22. 22. QUESTIONS? Colleen Jones @leenjones

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