Oreos and Milk: 5 Reasons Content Strategy + Content Engineering Go Together (For Confab)

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Oreos are great. Milk is great. Together, however, they become something more - a magical dunking-and-snacking experience. In a similar way, the discipline of content strategy is valuable, and the discipline of content engineering is valuable. When those disciplines work hand-in-hand, however, the result is a content experience that seems magical to your users. Presented for Confab Central, Colleen Jones and Philip Wisniewski shed light on 5 opportunities to create content magic by applying these 2 disciplines.

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Oreos and Milk: 5 Reasons Content Strategy + Content Engineering Go Together (For Confab)

  1. 1. 5 Reasons Content Strategy & Content Engineering Go Together - LIKE MILK AND OREO COOKIES – ©2014 Content Science + Kanban @leenjones @kanbanphilip
  2. 2. ABOUT US…(just a few words, we promise)
  3. 3. OPPORTUNITY: CONTENT MAGIC
  4. 4. YOUR MAGICAL “OREO” MOMENT demands capabilities like these… •  Agility – Adapt and respond •  Scalability – Extend to other brands, products, audiences / customers, or purposes •  Repeatability – Replicate each day, week, month •  Audience Engagement •  Efficiency •  Revenue / Conversion TO GET RESULTS LIKE THESE…
  5. 5. MAGIC FEELS MAGICAL, but it’s an illusion that’s planned and engineered To Create Content Magic, You Need STRATEGY + ENGINEERING
  6. 6. Your 5 Opportunities to Create Magic 1. Personalization
  7. 7. 1. Personalization STRATEGY •  User Journey / Lifecycle •  Content Assets + Modeling •  Cost / Benefit ENGINEERING •  Data Sources •  Transformation •  Enhancement •  L10N
  8. 8. 1. Personalization: Strategy •  Does personalization pay off for your users? •  Do you have the right content structure? •  Do you have content gaps?
  9. 9. A Customer Lifecycle for a Niche Retailer
  10. 10. Reuse Research Content for Nurture Phase
  11. 11. 1. Personalization: Engineering •  Which systems maintain the data that drives the experience? •  How is the user authenticated?
  12. 12. Technologies that Impact Content Personalization Browser / Presentation A/B or Multivariate Testing Content Management System Web & Mobile Analytics Social Media Listening & Mgmt DMP Ad Mgmt / DSP CRM DAM / VMP Tag Mgmt User MgmtCommerce Campaign Mgmt Content Sourcing
  13. 13. Content Strategy @ Nikon
  14. 14. Personalization by User Behavior
  15. 15. Personalization by Single Sign On
  16. 16. •  It’s a big effort. Start small! •  If it requires a user to work hard or feels intrusive, personalization usually fails. •  Consider the availability / uptime of your systems. 1. Personalization
  17. 17. Your 5 Opportunities to Create Magic 1.  Personalization 2. Presentation
  18. 18. 2. Presentation STRATEGY •  Access •  Adaptation •  Prioritization ENGINEERING •  Multi device •  SEO •  Page speed
  19. 19. 2. Presentation: Strategy •  Is your content easy for your systems to access and for search engines to find? •  Do you need multiple versions of some content to account for extreme screens? •  Do you prioritize the right content for your users?
  20. 20. •  11% of mobile users entered through photo pages •  60% of users bounced WHY?
  21. 21. •  Only a cryptic caption presented with photo •  No orienting details presented
  22. 22. 2. Presentation: Engineering •  Responsive vs adaptive? •  Browser vs server side scripting? What are the opportunities and challenges with caching? •  Which SEO “tricks” will help you and which can hurt you?
  23. 23. SEO Optimization
  24. 24. SEO Optimization
  25. 25. SEO Optimization
  26. 26. •  It’s about much more than design. Plan for significant content work. •  Content metadata is your friend. •  Dream big, but balance against content, design, and development effort. 2. Presentation
  27. 27. Your 5 Opportunities to Create Magic 1.  Personalization 2. Presentation 3. Authoring Experience
  28. 28. 3. Authoring Experience STRATEGY •  Editorial Process •  Content Lifecycle •  Standards •  Training ENGINEERING •  Templates & Controls •  Workflow •  Tools
  29. 29. 3. Authoring Experience: Strategy •  Does your process and content lifecycle drive your systems’ workflow? •  Do you have templates that help enforce your standards?
  30. 30. SME Syndrome!!
  31. 31. Define Process + Lifecycle First Appropriate SME Step
  32. 32. 3. Authoring Experience: Engineering •  Workflow about more than create and publish. What about enhancement? Transcreation? Syndication? Video? •  Is your presentation layer locked down while allowing flexibility for your CMS users? •  Are your user-generated content contributions going unchecked?
  33. 33. Navigation Tools
  34. 34. Navigation Tools
  35. 35. Flexibility + Control
  36. 36. User Generated Content 38 700+ tags
  37. 37. •  Better authoring experience = better content capability. •  Train in more than tools. Train in process and connection of process to strategy. •  Be wary of out-of-box workflow. Review capabilities impact your ability to componetize and reuse. 3. Authoring Experience
  38. 38. Your 5 Opportunities to Create Magic 1.  Personalization 2. Presentation 3. Authoring Experience 4. Reuse
  39. 39. 4. Reuse STRATEGY •  Reuse vs Repurpose vs Reimagine •  Single Source •  Content Structure Engineering •  Enhancement •  Granularity •  Contextualization
  40. 40. 4. Reuse: Strategy •  Is reusing appropriate? Do you need to reimagine instead? •  Is your content structured at a granular enough level to support reuse?
  41. 41. 43 Modeling Reuse Potential Revealed Need for One Description Product Template Product Page Product Description Print Collateral Search Results News Feed
  42. 42. 4. Reuse: Engineering •  What tools will you use to manage your content metadata and attributes? •  How will reusing content chunks affect your ability to review and approve content in context? •  Will you need a digital asset management system for all of the variations of your modular content?
  43. 43. •  Align reuse with your personalization, presentation, and authoring plans. •  Learn the science and art of content modeling. •  Reuse has some complications that can balance out efficiencies. Ensure you have the right technology foundation. 4. Reuse
  44. 44. Your 5 Opportunities to Create Magic 1.  Personalization 2. Presentation 3. Authoring Experience 4. Reuse 5. Governance
  45. 45. 5. Governance STRATEGY •  Centralized vs Decentralized or Embedded Models •  Empowerment to Scale ENGINEERING •  Roles + Responsibilities •  Technology Selection •  Scale
  46. 46. 5. Governance: Strategy •  Do you have the right mix of oversight and autonomy, with clear roles and responsibilities? •  Do you empower contributors and stakeholders with a conversant and collaborative culture?
  47. 47. A sneak peek behind the scenes… We’re creating videos and rich content for the product launch. We might be, too. What exactly do you mean by rich content? Wait, so are we. SILO SYNDROME!
  48. 48. 50   Are your teams conversant in your content strategy? VISION VOCABULARY WISDOM
  49. 49. Content Strategy Training + Brief 51   I’m seeing people ask more questions like the ones in the Brief and do more planning at the front end of a content project. Diane Bunton Marketing Director, Global Online Content Operations, Dell ! 1 Content Strategy Brief Template Our Content Strategy At-a-Glance Our content will ______________________________________ ___________________________________________________ ___________________________________________________ By o ____________________________________________ ____________________________________________ o ____________________________________________ ____________________________________________ o ____________________________________________ ____________________________________________ o ____________________________________________ ____________________________________________ How We Will Carry Out the Strategy Will we curate existing content, edit existing content, or create new content? ___________________________________________________ ___________________________________________________ ___________________________________________________
  50. 50. 5. Governance: Engineering •  How are business needs requiring IT support staffed? Prioritized? •  Can existing systems support your effort? Are problems because of the technology or its implementation? •  What is the process to select new technologies and integrate into the enterprise architecture? Who manages the vendor ecosystem?
  51. 51. RACI / DACI
  52. 52. Expanded Content Matrix 54 Copy Links & Urls Templates and Modules Dynamic vs Static Content Channels (for Reuse) SEO & Other Meta Data
  53. 53. •  Think of your team(s), processes, and technology as one big system. •  Collaboration is oil to keep the system running smoothly. •  Campaigns are a way to see some quick wins, but the enterprise lens is the holy grail. 5. Governance
  54. 54. Your 5 Opportunities to Create Magic 1.  Personalization 2. Presentation 3. Authoring Experience 4. Reuse 5. Governance 6. Evaluation
  55. 55. Pulling content-specific data from many systems is like looking for needles in haystacks. Problems with Evaluating Content
  56. 56. THE CONTENTWRX VISION It’s rewarding to see our progress + to tell that story to our stakeholders. I see opportunities for some “quick wins” + bigger changes. Vision: Actionable Content Intelligence
  57. 57. THE CONTENTWRX VISION It’s rewarding to see our progress + to tell that story to our stakeholders. I see opportunities for some “quick wins” + bigger changes. DID WE ALL SHOP AT THE SAME SHIRT STORE? Vision: Actionable Content Intelligence
  58. 58. 60 Evaluation Tools Are Emerging
  59. 59. 61 Before Tools: Ask the Right Questions Going through the data mining process and asking the right questions is the hardest part. With seemingly unlimited data and finite time, narrowing the scope to yield meaningful answers is critical. Alan Segal Senior Director Business Intelligence Cox Media
  60. 60. The Opportunities for Content Magic ARE NEARLY ENDLESS Content Strategy + Content Engineering Will Help You PRIORITIZE, PLAN, + PERFORM
  61. 61. START CREATING YOUR OWN MAGIC… •  Look at your content opportunities through the lenses of strategy and engineering. •  Consider the content maturity model in our joint white paper: www.kanbansolutions.com. •  Learn more from the article What Is Content Engineering? in Chief Content Officer or at contentmarketinginstitute.com.
  62. 62. QUESTIONS? @leenjones @kanbanphilip

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