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the strategist and the executioner


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There is a communications gap between content strategy (strategists) and content management (executioners). Content architecture can serve an important role in bridging that gap to enable businesses to think strategically, yet execute tactically.

Content strategy needs content architecture (and vice versa). Content architecture allows ideas to be presented, challenged and approved prior to production downstream by bringing different teams and IT together around a common communications framework.

Content architecture is the specification for a content management solution. It is not a replacement for content strategy. Far from it. Instead the aims, audiences, publishing needs typically captured as part of a content strategy, are key, but often missing inputs to content architecture.


Published in: Technology
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the strategist and the executioner

  1. 1. The Strategist &The Executioner<br />Cleve Gibbon (@cleveg)<br />
  2. 2. We provide the expertise <br />to execute on and guide the definitionof Digital Marketing Strategies<br />We’re Technologistsfor the Marketing world<br />
  3. 3. Where are we going today?<br />01<br />The Case for Content Architecture<br />02<br />What is Content Architecture?<br />03<br />Five Heuristics for Content Architecture<br />
  4. 4. The Case for Content Architecture <br />
  5. 5. It starts with Remark-able Content<br />01<br />Consumers tune out traditional marketing efforts.<br />02<br />Influenced by Content, Community & Marketplace.<br />03<br />Brands need to Position, Target and Segment.<br />CUSTOMER<br />CUSTOMER<br />CUSTOMER<br />REMARKABLE<br />TARGET<br />PRODUCT<br />CUSTOMER<br />CUSTOMER<br />POSITION<br />SEGMENT<br />CUSTOMER<br />CUSTOMER<br />CUSTOMER<br />Source:<br />
  6. 6. Where is Remark-able Content?<br />Source:<br />
  7. 7. Marketing Technology Platform<br />
  8. 8. Where does Content Strategy sit?<br />CRM<br />SOCIAL MEDIA<br />EMAIL<br />SEARCH<br />CMS<br />CONTENT STRATEGY<br />WEB<br />ECOMMERCE<br />ONLINE CHANNELS<br />PRODUCT INTEGRATIONS<br />ANALYTICS<br />MOBILE<br />MARKETING AUTOMATION<br />
  9. 9. What isContent Architecture?<br />
  10. 10. Content ArchitectureThe Missing Link?<br />What is it?<br /><ul><li>Specification for a content managed solution
  11. 11. Best practice, convention, models and designs</li></ul>Why is it important?<br /><ul><li>Shared understand of how content is managed</li></ul>Common Tasks<br /><ul><li>Educate teams both up and down stream
  12. 12. Unite technologists with ‘the others’
  13. 13. Deeper insights into content workflow
  14. 14. Making content tangible early</li></li></ul><li>Strategist<br />planning and creating content<br />Executioner<br />managing and publishing content<br />The Strategist & The Executioner<br />
  15. 15. Content Architecture<br />Content <br />Architecture<br />Source:<br />
  16. 16. FiveHeuristics for Content Architecture<br />
  17. 17.<br /><br /><br /><br /><br /><br /><br /><br /><br />1: Convention over Configuration<br />acmenews-<campaignid><br />traffic source<br />tagging<br />news-admin<br />news-reviewers<br />news-authors<br /><br /><br /><br />
  18. 18. 1: Convention over Configuration<br />Save<br />x2<br />Effort<br />Strategist<br />Define & Disseminate convention<br />Executioner<br />Develop and Enforce convention<br />
  19. 19. 2: Personas + Journeys ≠ Workflow<br />Advisor Joanne – user journeys<br />Journey1: Research to recommend funds to her clients<br />“I need to find valuable information to send to my clients that support s what I will recommend to them.”<br />Joanne Goals: <br />Acme Goals:<br />Provide Financial Advisors with valuable information to send to their clients.<br />Entry point<br />Route<br />Exit<br />Acme website<br />Acme website<br />Google search<br />Acme website<br />Acme website<br />website link to Acme funds<br />Search for Mr Smith, the person who manages the fund<br />Video of Mr Smith talking about the fund<br />Share the video with her client<br />Acme fund fact sheets<br />Closes the window<br />
  20. 20. 2: Personas + Journeys ≠ Workflow<br />Save<br />x2<br />Effort<br />Strategist<br />Map author journeys onto customers journeys<br />Executioner<br />Focus on optimising author journeys<br />
  21. 21. 3: Don’t Re-Purpose Content, Re-Use It<br />Navigable Content Types. <br />Multiple Channels. <br />One URL.<br />
  22. 22. 3: Don’t Re-Purpose Content, Re-Use It<br />Save<br />x3<br />Effort<br />Strategist<br />Understand channel agnostic content types.<br />Executioner<br />Model reusable content types with uniform urls<br />
  23. 23. 4: Localise First, Personalise Second.<br />
  24. 24. 4: Localise First, Personalise Second. <br />Save<br />x5<br />Effort<br />Strategist<br />Surface language, local and personal content<br />Executioner<br />Structure, categorise and tag content. <br />
  25. 25. 5: Nail the Author Experience<br />
  26. 26. 5: Nail the Author Experience<br />Save<br />x10<br />Effort<br />Strategist<br />Uncover the optimal experiences for authors.<br />Executioner<br />Make authors proficient and productive.<br />
  27. 27. CS Forum 11 Takeaways<br />From Karen<br /><ul><li>CMSis the enterprise software that uxforgot.
  28. 28. Your cms workflow is every bit tied to revenue as the customer journey.
  29. 29. Very few cms's have analytics on cmsusage.
  30. 30. Create once, publish everywhere (COPE).</li></ul>From Elizabeth<br /><ul><li>Content First entry system – No Word Documents.</li></ul>From Lisa<br /><ul><li>Content seems hard because it exists in a dynamic context.</li></ul>From Nicole<br /><ul><li>Say no to good ideas in favour of better ideas.</li></li></ul><li><br /><br />Thank You<br />