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The 3 Es of Scaling Content Strategy

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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 is also the substance of most digital media products.

So, you might have enjoyed some success with implementing a content strategy for a single product, website, or campaign. Now, how do you repeat that success, especially at a midsize or enterprise company? How do you make your content strategy scale? It's a question that often brings up many more questions for large organizations.

The good news is you're not alone, so answers are emerging. This session for WebVisions in Chicago covered the 3 Es you need to know as you scale your content efforts: engineering, evaluation, and empowerment.

Published in: Business

The 3 Es of Scaling Content Strategy

  1. 1. 3es Colleen Jones, @leenjones The of Scaling Your Content Strategy e
  2. 2. A SNEAK PEEK with CONTENT STRATEGY… STATIC LANDING PAGE PRODUCT DETAILS PAGE 2
  3. 3. Scaling Your Content Strategy e ngineering
  4. 4. WHAT IS CONTENT ENGINEERING? It’s planning the technology to deliver the right content. 4 CONTENT PEOPLE TIME DEVICE
  5. 5. 5
  6. 6. ENGINEERING PERSONALIZATION
  7. 7. 7
  8. 8. PERSONALIZING? CONSIDER THIS… • How will you use customer data to drive content? • Is your content architected / structured to reuse in personalized ways? 8
  9. 9. ARCHITECTING CONTENT CHUNKS FOR MANY REUSES 9 PRODUCT DESCRIPTION COLLATERAL SEARCH RESULTS PERSONALIZED NEWSROOM UPDATE PRODUCT TEMPLATE PRODUCT PAGE EMAIL NOTICES
  10. 10. Scaling Your Content Strategy e ngineering valuation
  11. 11. WHAT IS CONTENT EVALUATION? It’s a constant, ongoing assessment of whether your content is working and why. 11
  12. 12. GREAT EXPECTATIONS FOR CONTENT
  13. 13. • 11% of mobile users entered through photo pages. • 60% of users bounced. WHY?
  14. 14. WHAT’S WRONG WITH THIS CONTENT?
  15. 15. WHAT’S YOUR BIGGEST FRUSTRATION WITH EVALUATING CONTENT?
  16. 16. 16 FIND TOOLS TO AUTOMATE COLLECTING + REPORTING DATA Tool Gap Assessment ! contentwrx.com/content-evaluation
  17. 17. 17 DASHBOARD TOOLS www.qlik.com/us/explore/ products/qlikview/free-download
  18. 18. 18 EVALUATION TOOLS contentwrx.com
  19. 19. Scaling Your Content Strategy e ngineering valuation mpowerment
  20. 20. WHAT IS CONTENT EMPOWERMENT? It’s establishing the right content team(s) and enabling them to make good content decisions. 20
  21. 21. 21 JONAH! VEEP
  22. 22. 22 AN EMPOWERED CONTENT TEAM CHECKLIST !
  23. 23. Department Silos Discipline Silos Product Feature Silos Channel Silos Content coach BRIDGES SILOS to make progress
  24. 24. FRAGMENTED FILES THRIVING HUB NOWFUTURE
  25. 25. Key Characteristics VISIONARY RELATIONSHIP BUILDER ASSERTIVE
  26. 26. SHOULD THE CONTENT COACH BE YOU?
  27. 27. Scaling Your Content Strategy e ngineering valuation mpowerment
  28. 28. QUESTIONS? Colleen Jones @leenjones
  29. 29. e xcellence

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