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Content strategy: a bridge to digital strategy

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This condensed content strategy workshop discusses how to think about content within a larger digital strategy, and offers a few tips to get started.

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Content strategy: a bridge to digital strategy

  1. 1. Content Strategy: A Bridge to Digital Strategy Photo credit: Rahel Anne Bailie Copyright © 2016 Scroll LLP
  2. 2. Rahel Anne Bailie Chief Knowledge Officer Scroll (UK) Photo of presenter here @ScrollUK
  3. 3. @ScrollUK WITHOUT CONTENT, THERE IS NO STRATEGY
  4. 4. @ScrollUK Customer experience without the content
  5. 5. @ScrollUK How useful is this site…
  6. 6. @ScrollUK …without content?
  7. 7. @ScrollUK@ScrollUK WITHOUT A CONTENT STRATEGY, THERE IS NO DIGITAL STRATEGY
  8. 8. @ScrollUK@ScrollUK WHAT IS A CONTENT STRATEGY?
  9. 9. @ScrollUK What is a Content Strategy CONTENT + STRATEGY
  10. 10. @ScrollUK Something contained in a receptacle The “stuff” between the tags Human-usable, contextualized data Potential information Content Dictionary definition Contextual definitions
  11. 11. @ScrollUK Strategy Alternatives chosen to make happen a desired future, such as achievement of a goal or solution to a problem.
  12. 12. @ScrollUK Repeatable system that governs the management of content throughout the entire lifecycle Content Strategy
  13. 13. @ScrollUK Repeatable system that governs the management of content throughout the entire lifecycle Content Strategy Alternatives were considered and decisions were made.
  14. 14. @ScrollUK Repeatable system that governs the management of content throughout the entire lifecycle Content Strategy Set of principles are organised into a delivery method.
  15. 15. @ScrollUK Repeatable system that governs the management of content throughout the entire lifecycle Content Strategy The established system has some control and authority.
  16. 16. @ScrollUK Repeatable system that governs the management of content throughout the entire lifecycle Content Strategy The process of controlling how content is managed.
  17. 17. @ScrollUK Repeatable system that governs the management of content throughout the entire lifecycle Content Strategy The system must take into consideration all of the stages, including future iterations.
  18. 18. @ScrollUK@ScrollUK WHAT IS A CONTENT LIFECYCLE?
  19. 19. @ScrollUK The content lifecycle
  20. 20. @ScrollUK Editorial and technical sides to content The Semantic Web Stack (from Wikipedia) • Marketing content • Informational content • User assistance content • Transactional content • Entertainment content • Instructive content • Localised content • Microcontent • Metadata
  21. 21. @ScrollUK Participant Exercise 1 Task: 1. Make a list of all of the kinds of content in your organisation. 2. Draw the interconnections between them. Objective: To understand what content is at your disposal that could be used to meet your business objectives.
  22. 22. @ScrollUK@ScrollUK HOW DOES THIS SUPPORT DIGITAL STRATEGY?
  23. 23. @ScrollUK Courtesy of dStrategy Digital Maturity Model
  24. 24. @ScrollUK Courtesy Kevin Nichols Business has gone omnichannel
  25. 25. @ScrollUK Saving money: Utilities company @rahelab “The company evaluated its call center volume and found that 25 to 35% of the four million calls received a year were from customers who did not understand their monthly bills. Using the rule of thumb that a call center inquiry costs $5 to $50 per call, you can easily calculate the costs associated with this issue.” Source: http://www.contentmarketinginstitute.com/2011/04/content-marketing-data/ 25% of 4 million call = 1 million @ average $25/call = $25million
  26. 26. @ScrollUK If better content helps customers find the products they want to buy, the company could increase growth by 12%. Considering that every 0.5% that you can move the dial means £50 million in revenue, investing in content is a very lucrative proposition. Earning money: B2B online distributor
  27. 27. @ScrollUK Participant Exercise 2 Task: 1. Name your five top business objectives. 2. Rank them according to importance to the business. 3. Re-order them according to weighting factors. Objective: To identify your high-value activities and the content needed to support those activities.
  28. 28. @ScrollUK Ever-increasing output channels Call centers ebooks or ecatalogues Training Wearables Small screens Midrange screens Large screens Device displaysOther systems
  29. 29. @ScrollUK Four pieces of content Used in four product lines Used in four products in each product line Used in four delivery formats Content multiplicity in a multichannel world
  30. 30. @ScrollUK Participant Exercise 3 Task: 1. List all the channels by which you reach the target audiences. 2. Match them against the content from the previous exercise. Objective: To identify the gaps between your business objectives and the content to enable them.
  31. 31. @ScrollUK Content strategy maturity model Content is handled on an ad-hoc basis (“create and fling”); little thought to the consequences or management Organisation has multiple processes, often in silos, without thoughtful connection points Some planning has resulted in publishing-side integration but no integration earlier in the process Content is treated as a corporate asset, with the appropriate checks and balances, editorially, technically, and in governance. Content is recognised as a key asset of a business strategy and recognised for its impact on customer experience and complexity of management
  32. 32. @ScrollUK@ScrollUK HOW TO UNDERTAKE A CONTENT STRATEGY?
  33. 33. @ScrollUK The objective is to get the right content… From the right sources On the right platforms To the right audiences At the right moments Through the right channels In the right formats In the right versions In the right languages In the right media At the right times
  34. 34. @ScrollUK …by creating a content ecosystem CONTENT SUPERSET Web Mobile Print Wearables User Assistance Software CODA: Create Once, Deliver Anywhere
  35. 35. @ScrollUK Discover, Analyse, Implement, Measure Current state • Content performance • Business performance • Examine sub-strategies • User behaviour • Technologies • People and processes Future state • Content - ROI • Business needs • User needs • Technologies • Processes Gap analysis • What needs to change re content, processes, technologies • Extent of changes • Good, better, best options Delivery • Editorial and technical aspects of content • Integrate sub-strategies • Processes, technologies • Governance • Analytics Current state • User research • Personas and scenarios • Content inventory • Content audit • Content analysis Future state • Content brief • Competitive analysis • Requirements matrix • Governance assessment • IA/Wireframes • Personalisation needs Gap analysis • Content review • Technology review • Localisation review • Metadata review • Processes review Delivery • Content matrix • Editorial style guide • Accessibility guidelines • Writing templates • Editorial calendar • Process models • Delivery design • Standards guidelines • Content migration plan • KPIs, measurement TypicalactivitiesTypicaldeliverables
  36. 36. @ScrollUK@ScrollUK GOVERNANCE WILL MAKE OR BREAK YOUR STRATEGY
  37. 37. @ScrollUK Participant Exercise 4 Task: 1. List the groups responsible for creating and implementing content. 2. Identify the appropriate executive sponsors. Objective: To identify potential enablers and blockers within your organisation.
  38. 38. @ScrollUK@ScrollUK THANK YOU QUESTIONS?
  39. 39. @ScrollUK www.scroll.co.uk info@scroll.co.uk rahel.bailie@scroll.co.uk Twitter: @ScrollUK / @rahelab By telephone: UK +44 (0)203 318 1828 (office) UK +44 (0)7869 643 685 (mobile) Speaking and workshops: bailie.com SCROLL London, UK Copyright © 2016 Scroll LLP

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