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Component content 101 - Noz Urbina

The document provides information on Noz Urbina and their consulting services for component content, taxonomy, and omnichannel experiences. It includes their contact information, experience, clients, and topics they can help with such as content design best practices for component content management and the continuous process of content strategy. The document also includes examples of how content can be modeled and structured for reuse across different contexts and channels through the use of things like personas, journeys, content patterns, and component types.

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Noz Urbina @nozurbina noz.urbina@urbinaconuslting.com Component content 101 Everything you need to know about • Adaptive • Omnichannel • Component content • Taxonomy But were afraid to ask
Me 89 3929 31 x88 Nums&StufnTings 24g UC.com 2027 19 years experience in… www.omnichannelx.digital • Content designer, strategist, & modeller • Wrote • “Content Strategy: Connecting the dots between business, brand, and benefits” (thecontentstrategybook.com) • Teach at • Content Strategy programme, University of Applied Sciences, Graz, Austria • Co-founded
Select clients 10 points to help you decide if you’re a match with Urbina Consulting: urbinaconsulting.com/about-you horizontal vertical Life sciences, Financial Service, High Tech, Telecoms, Manufacturing, and more
CONTEXT CONTEXT
RYAN SKINNER, FORRESTER SENIOR ANALYST Full interview bit.ly/omnix-rs18 Marketing hasn’t done its own digital transformation. They’ve gone to market through digital channels but within the marketing organization they haven’t thought, "How do we actually work?" http://bit.ly/Cat-Image-Free-Photos #OmniXConf 2020 – Day 1
JOE PULIZZI, CO-FOUNDER, CONTENT MARKETING INSTITUTE The Evolution of Content Marketing Will Include Intelligent Content (source) “What if I could take a piece of content and publish it to multiple output channels, all set to display in different ways (because of the rules that I set) without having to handcraft each piece of content separately? Technical communicators have been doing this for years.
CONTEXT CONTEXT
Persona- or customer-journey- based KPIs Omnichannel governance Documented standards Cross-platform content & (automatic) categorisation Customer-centric strategy Align around customer experience
Content experience is 4D 1. Length 2. Width 3. Depth • Quick facts vs “Drill down” • Progressive disclosure • Multi-asset relationships / references • Search/Social 4. SpaceTime • Season (Summer, winter, etc.; What’s in season?) • Occasion (Recurring: Pancake day, Christmas, Tax time, Planned Maintenance) • On sale now, trendy now • Context-specific (Tradeshow, Picnic, Wedding, Wine Tasting, Config-specific) • Event-specific (Brexit, COVID-19, Bug/Fault found) 12 3 6 9
Time Time
Increasing depth
Component Content works like Content Lego® . It’s adaptive for 4D, omnichannel experiences.
Personalised with Engagement + History (Knowledge Graph) Personalised with Social Media + History (Knowledge Graph)
Voice
Voice “Wonder Park is a 2019 film directed by Dylan Brown staring Brianna Denski, Mila Kunis, and Kevin Chamberlin.”
In-line update
In-line update “There are all those pages / documents are in the old template and we don’t have time to migrate them” “There are lots of places we’ve said this, but we can’t possibly find and update them”
Content design best practices for component content management
The process in detail
Continuous iterative improvement Omnichannel journey mapping Inventory, Audit, Analysis User research / persona development Brand strategy & commercial goals Initial task matrix, Insights, Analytics Unify Measurement & optimization Delivery Create Editorial plan, Content modelling, Tone & voice, Standards Taxonomy & information architecture Development specifications UX Pattern Libraries Design
Document what you have, where you have it, if it’s any good Inventory, Audit, Analysis User research / persona development Brand strategy & commercial goals Initial task matrix, Insights, Analytics Document who your audience is and what you know about them Document what you want to do and say Document what processes you want to support and how they’re currently doing
Omnichannel journey mapping Inventory, Audit, Analysis User research / persona development Brand strategy & commercial goals Initial task matrix, Insights, Analytics Unify Detail what experience currently looks like, and what it should look like Document persona questions
Omnichannel journey mapping Inventory, Audit, Analysis User research / persona development Brand strategy & commercial goals Initial task matrix, Insights, Analytics Unify Editorial plan, Content modelling, Tone & voice, Standards Taxonomy & information architecture Development specifications UX Pattern Libraries Design Document how your content will work, sound, and be evaluated to answer questions Document how your content should be organised for different audiences and contexts Document what content should look and act like Document how content and interfaces should behave
PERSONAS & JOURNEYS AKA Walking a mile in the user’s shoes Unlocking creativity through shared empathy
Selecting from the infinite • Personas: A picture • A generalised view of what could be millions of real people • Journeys: A movie script • A generalised narrative (story) representing a theoretically limitless number of potential customer experiences • The journey map is a tool that allows the brand to select the stages that have business potential Persona is to Person …as a… Customer Journey Map is to Real Life Experience
Personas
Personas – Why bother? • Personas document the characteristics and decision- making style of the most common (or most strategically interesting) audience segments • What are their key objectives and frustrations? What tasks are involved in achieving their common objectives? • What drives them in life, and specifically, in ways that might offer engagement opportunities for your brand? • What channels and formats do they like to engage on? What forums, groups, or events do they participate in? • Are they driven more by hard data, or instinct and emotion? How much are they influenced by environmental factors, like brand and reputation? • What are their expectations when they engage with your brand? How well has their background prepared them for understanding your brand’s domain, language, cultural references?
Questions x Emotions Time Journey = Context +
Lifecycles vs journeys Lifecycles ARE NOT journeys (too big)
Use cases vs journeys Use cases ARE NOT journeys (too small) http://www.sparxsystems.com.au/uml_topics/map_uc/map_uc.htm
Lifecycle Journey A customer lifecycle has many journeys…. Journey Journey Journey stage stage stage stage A customer journey has many stages….stage stage stage stage stage stage stage stage stage stage stage stage Lifecycle = Brand perspective Journeys = User perspective Usecase Usecase A stage may require a system use case Usecase Usecase Usecase Usecase Usecase Usecase Use case = Tech perspective
Lifecycle vs Journeys • Separate activities and phases: • Lifecycles are made of labels that describe a specific phase of the life of relationship: • Unaware, Prospect, Customer, Advocate… • Journeys are broken up into stages of activity* across various touch points: • Discovering, Event Evaluation, Researching, Comparing, Visiting, Consumption, Training… *Journeys may often start with a ‘Trigger’ which is not an activity, e.g. ‘Purchase’ which kicks off an ‘Onboarding journey’.
Distrust is ROBUST Trust is fragile
Map content to the customer journey To develop trust
The result
Result: Content types in a model Each component content type has associated guidelines for copy, metadata, structure, and processing Consistency makes components adaptable, manageable, reusable, and automation-ready for personalized omnichannel output So kids can be kids. Learn more about building a better learning environment at www.company.com/us/education We’re committed to creating safer schools that support students as they learn, play and grow. At company®, we recognize the significant impact that floor coverings have on your K-12 facility. That’s why we build the following benefits into every square inch of flooring we produce. “This company’s products provide a comfortable, low-maintenance and long-lasting solution that will be here long after we’re gone. That’s why we chose it.” – Customer Name, director of facilities, XYZ School  Durable, resilient flooring resists damage caused by high-traffic footfall and rolling equipment.  Low VOC emission floor coverings support healthy indoor air quality and do not contain PVC, plasticizers (phthalates) or halogens (e.g. chlorine).  Low maintenance, coating-free flooring needs little more than tap water for cleaning, keeping your facility free of chemical contaminants that affect students and staff.  Ergonomic support reduces strain on staff while simultaneously providing a slip-resistant surface for high-activity student areas such as gyms, hallways and auditoriums.  Reduces life cycle costs thanks to simplified maintenance, while exceptionally hard wearing rubber outlasts the average span of facility renovation cycles.  Acoustic control reduces footfall noise and echoes for a less disruptive learning environment. Media Key Features Lists Testimonials Calls-to-Action Taglines Short Descriptions Designed around customer needs & journeys like a product
Structural containers Info type containers Display containers Content type containers Consider all the types of specialised content containers Category containers Taxonomy Moments Products Personas Locations Jobs Segments Sub-segments #Tags & Keywords What: Basic type Reference Task Process Principle Narrative … What: specific type Article Tip Guide Disclaimer Tool Call-to-action … Universal block types (heading, para, list, section, etc) Content according to micromoment question that it answers: How-does-it-work? How- do-I? What-is-it? How- should-I? etc. Brand-specific types of content that make up the brand content model Brand tags for categorising and personalising content based on: who, what, when, where, why (product, service, moment) How content will be accessed in-channel: websites, apps, layouts, social card, url/navigation trees… img • ---- ---- • ---- ----
Content patterns fill in the containers Content patterns reuse the same word structures, so only unique content, additional to those structures, jumps out at the user. They also allow the user to scan and compare information in multiple places on a like for like basis. Lizzie Bruce Freelance Content Consultant bit.ly/gc-pats Designing with content: how using content patterns can help “
Case studies
bit.ly/gc-pats Example: Content pattern case study Explore Careers Beta
Editorial standards & adaptive content modelling Example: Component content marketing Content Reuse: A Super-Simple Way to Get Started – Michele Lin (bit.ly/cmi-reuse)
Reusable & re-purposable PRINCIPLE Reusable material from case study repository. REFERENCE (Candidate for personalization) Unique REFERENCE
Reused: e-book : 75 Examples to Spark Your Content Marketing Creativity Reused: Weekly social post Editorial standards & adaptive content modelling
Reused: e-book : 75 Examples to Spark Your Content Marketing Creativity Reused: Weekly social post Editorial standards & adaptive content modelling
Ultra-simple infrastructure
Eli Lilly, Depth & Time Medical Letters Quick answers (a few lines, reused in Google Rich Snippet) Overview (a few paras, reuses Quick Answer, and feeds Google KG. Replaces “FAQ” for medium-depth answers) Medical Letters (a few pages, reuses Overviews as sections. Supports deep learning.)
I find it challenging to go back to work in old ways… I’m thinking how to ‘build’ a response, rather than how to ‘write’ a response. One of a great group of writers Eli Lilly (an Urbina Consulting client)
Example: Before/After Components THE PROCLAIM STUDY (SENAN, 2015) PROCLAIM was a multicenter, randomized, Phase 3 study comparing treatment with concurrent pemetrexed and etoposide radiation therapies in patients with unresectable Stage IIIA/B nonsquamous NSCLC. Methods PROCLAIM compared these treatments in sequence: 1. concurrent pemetrexed/cisplatin/thoracic radiation therapy 2. consolidation pemetrexed with concurrent etoposide/cisplatin/thoracic radiation therapy, and 3. consolidation with an investigator’s choice of platinum-based chemotherapy doublet (excluding pemetrexed). Patient Characteristics Patients had unresectable Stage IIIA/B nonsquamous NSCLC. Design Schema Figure 1 presents a schema of the study design. Figure 1. PROCLAIM Study Design (Senan, 2015) Short Description Methods Overview Sub-Block MethodsBodyBlock Patient Characteristics Sub-block After Study REFERENCE Design Schema Sub- block BEFORE
THE PROCLAIM STUDY (SENAN, 2015) PROCLAIM was a multicenter, randomized, Phase 3 study comparing treatment with concurrent pemetrexed and etoposide radiation therapies in patients with unresectable Stage IIIA/B nonsquamous NSCLC. Methods PROCLAIM compared these treatments in sequence: 1. concurrent pemetrexed/cisplatin/thoracic radiation therapy 2. consolidation pemetrexed with concurrent etoposide/cisplatin/thoracic radiation therapy, and 3. consolidation with an investigator’s choice of platinum-based chemotherapy doublet (excluding pemetrexed). Patient Characteristics Patients had unresectable Stage IIIA/B nonsquamous NSCLC. Design Schema Figure 1 presents a schema of the study design. Figure 1. PROCLAIM Study Design (Senan, 2015) Example: Methodology Ensure consistency Used “the PROCLAIM” vs “PROCLAIM” consistently. Applied “Study” content type. Label In this case, headings automatically come from “Study” content type template Chunk Separate out according to audience frequent interests: summary, actions, subjects, design, results (not shown) Determine relevance Medical professionals want to know the facts of a study Short Description Methods Overview Sub-Block MethodsBodyBlock Patient Characteristics Sub-block Study REFERENCE Design Schema Sub- block
THE PROCLAIM STUDY (SENAN, 2015) PROCLAIM was a multicenter, randomized, Phase 3 study comparing treatment with concurrent pemetrexed and etoposide radiation therapies in patients with unresectable Stage IIIA/B nonsquamous NSCLC. Methods PROCLAIM compared these treatments in sequence: 1. concurrent pemetrexed/cisplatin/thoracic radiation therapy 2. consolidation pemetrexed with concurrent etoposide/cisplatin/thoracic radiation therapy, and 3. consolidation with an investigator’s choice of platinum-based chemotherapy doublet (excluding pemetrexed). Patient Characteristics Patients had unresectable Stage IIIA/B nonsquamous NSCLC. Design Schema Figure 1 presents a schema of the study design. Figure 1. PROCLAIM Study Design (Senan, 2015) Address natural-language questions What is it? Short Description Methods Overview Sub-Block MethodsBodyBlock Patient Characteristics Sub-block After Study REFERENCE Design Schema Sub- block High-value components structure content so that they target • real user questions • along the customer journey • to give high-value answers High-value answers are reusable across contexts
THE PROCLAIM STUDY (SENAN, 2015) PROCLAIM was a multicenter, randomized, Phase 3 study comparing treatment with concurrent pemetrexed and etoposide radiation therapies in patients with unresectable Stage IIIA/B nonsquamous NSCLC. Methods PROCLAIM compared these treatments in sequence: 1. concurrent pemetrexed/cisplatin/thoracic radiation therapy 2. consolidation pemetrexed with concurrent etoposide/cisplatin/thoracic radiation therapy, and 3. consolidation with an investigator’s choice of platinum-based chemotherapy doublet (excluding pemetrexed). Patient Characteristics Patients had unresectable Stage IIIA/B nonsquamous NSCLC. Design Schema Figure 1 presents a schema of the study design. Figure 1. PROCLAIM Study Design (Senan, 2015) Address natural-language questions What was done? Short Description Methods Overview Sub-Block MethodsBodyBlock Patient Characteristics Sub-block After Study REFERENCE Design Schema Sub- block
THE PROCLAIM STUDY (SENAN, 2015) PROCLAIM was a multicenter, randomized, Phase 3 study comparing treatment with concurrent pemetrexed and etoposide radiation therapies in patients with unresectable Stage IIIA/B nonsquamous NSCLC. Methods PROCLAIM compared these treatments in sequence: 1. concurrent pemetrexed/cisplatin/thoracic radiation therapy 2. consolidation pemetrexed with concurrent etoposide/cisplatin/thoracic radiation therapy, and 3. consolidation with an investigator’s choice of platinum-based chemotherapy doublet (excluding pemetrexed). Patient Characteristics Patients had unresectable Stage IIIA/B nonsquamous NSCLC. Design Schema Figure 1 presents a schema of the study design. Figure 1. PROCLAIM Study Design (Senan, 2015) Address natural-language questions Is this relevant for my patient? Short Description Methods Overview Sub-Block MethodsBodyBlock Patient Characteristics Sub-block After Study REFERENCE Design Schema Sub- block
TAXONOMY Categorising our content and concepts
Two taxonomy management systems A universal, omnichannel back-end category tag-set: • Optimised for back-end management & findability • Content is separate from tags. Tags live in the taxonomy system & content a format-neutral CMS/asset manager • Identifies content with tags for all occasions and needs: Who it’s for, where and when it should appear, what topic it covers, etc. Covers things like: • Moments, Products, Personas, Locations, Jobs, Segments, Sub- segments, Social #Tags & Keywords, InfoType, ContentType, Subject matter, Etc.. • Can also describe 1 or more navigation trees for apps/sites • although often doesn’t and just leaves that to the various channels to sort out Content taxonomies* Site architecture / Navigational taxonomies “Folder systems for the website” • Content is published from back-end, format- neutral system to its display context • If it’s got to be on multiple pages, it can often be duplicated. • There may also be a concept of “tagging” but this is simpler and less controlled • Optimised for clarity for users in the browser and SEO purposes • Onsite filters can point back to back-end taxonomies, keeping all filters centralised across channels/sites • Each site has it’s own structure • Unless it’s being dynamically built from the back-end!
Measuring success
Measure both content and interfaces Content quality and improvements can, and should, be measured independently of channel Content should also be measured in channel contexts to ensure overall UX is optimized
Measurable improvements from content alone Metric Before After Change Time-to- Answer 125.11 sec 70.50 sec 42% faster (-50.6 sec, Old is 72% slower) OSAT 5.9/10 8.61/10 45% more satisfied with their experience (+2.66 points) Confidence (in answer accuracy) 6.3/10 8.9/10 27% more confident in answers found (+1.77 points) Accuracy (average) Correct 18% Incorrect 38% Correct 64% Incorrect 8% 257% more accurate (80% less errors) FinTech client
Good content creates inter-team benefits See “A Good User's Guide Means Fewer Support Calls and Lower Support Costs” https://www.jstor.org/stable/43095065?read-now=1&socuuid=db2fc2b8-a82e-4f48-8205- 44324b06356a&socplat=twitter#page_scan_tab_contents / General Electric Information Services ran a 5-month, 4-company study* comparing high and low-quality documentation to measure its affect on technical support call volumes. High quality documentation reduced ALL call volumes (not just calls about documents) by 90% (which for them was $1M in annual savings) *The study compared new roll-outs to new users, in order to compare without the biasing influence of existing tribal knowledge. Cost-avoidance ROI Case study
Omnichannel maturity model Measure Your score goes here 1 Our business has a centralized content group or team that is engaged in ensuring that content is treated as a business asset across teams, geographies, channels, and functions. 2 Our content and experiences for customers and prospects are conceived and authored in ways that take into account multiple channels (web/digital, social, email, etc.), as well as cross-channel interactions over the course of a user journey. 3 We work with a content management or storage system that allows a single content object to be reused endlessly and work in any number of contexts (without replicating the object in each instance or channel where it is used), and we actively use this functionality. 4 New content and experiences that we push to customers and prospects regularly reuse, lightly adapt, or incorporate previously published or authored content. 5 We have received some education or training in the skills and concepts to support the creation and delivery of content and experiences that are independent of channel, such as content modelling, content design, structured content, content component authoring, or Agile experience design. Forrester research, Senior Analyst, Ryan Skinner, “Towards omnichannel maturity: Milestones on the expedition” More on omnichannelx.digital
Omnichannel maturity model Measure Your score goes here 6 The vision of providing the ideal content and experience to each customer, based on who they are and what they want or need at the moment they come to us, no matter how they choose to interact with us, is an explicit focus for our team right now. 7 The content and experiences for customers and prospects that we create can be reused across multiple channels without the need to manually upload them into separate systems, cut/paste them into new systems, or manually move them across folders. 8 The content and experiences for customers and prospects that we create are produced in format-independent components, suitably tagged with metadata that developers can easily re-assemble in new experiences based on API calls or integrations that correspond to the components’ meaning or purpose. 9 We have taxonomical or ontological classification systems for tagging our content that are consistent across the channels where we publish or share content and experiences for customers and prospects. 10 Our content and experiences for customers and prospects start as the result of an omnichannel journey mapping process (and not as the result of a campaign objective, channel objective, etc.). 67 Forrester research, Senior Analyst, Ryan Skinner, “Towards omnichannel maturity: Milestones on the expedition” More on omnichannelx.digital
Omnichannel maturity model 11 Our content and experiences for customers and prospects start as the result of an omnichannel journey mapping process (and not as the result of a campaign objective, channel objective, etc.). 12 We have applied structure to our digital content so that the content or assets can be delivered algorithmically based on a given customer profile. 13 A customer’s or prospect’s experiences across our touchpoints will generally involve a significant amount of customization based on interests and prior experiences that we have gleaned from either their behavior or stated preferences. 14 We use AI/ML technologies –either bought or developed in-house –that automate the understanding of content (its topic, tone, emotional quality, etc.) and either applies metadata to the content or delivers it in experiences most relevant to a particular customer, based on the content understanding. 15 We have a governance structure or function that ensures our customers’ perceptions of our content and experiences (their value, relevance, ease of use, and utility) is captured and addressed, independent of any one channel, on an ongoing basis. 68 Forrester research, Senior Analyst, Ryan Skinner, “Towards omnichannel maturity: Milestones on the expedition” More on omnichannelx.digital
Tools
Author Component s Personalised / contextual / conversational AudienceA AudienceB ScenarioC ScenarioD Generic content Everyone Omnichannel delivery AI Quality and Terminology control Check Quality Manage Journeys / Personas Measure Analytics Mine, tag, link AI tagging & taxonomy /ontology MS Serve & Transform Delivery / AI Recommendation Engine Enterprise-ready infrastructure Translation MS Translate Customer Relationship MS Support Manage Components Component CMS Content Asset management / GraphDB Unify storage = AI
Where we can go next… Structured writing 3 Models, Taxonomy & Metadata 2 Tool & platform strategy 4 Experience & journey mapping 1 Additional workshops | noz.urbina@urbinaconsulting.com
THANK YOU! Q&A? Sur le Pont d'Avignon On y danse, On y danse noz.urbina@urbinaconsulting.com linkedin.com/in/bnozurbina/ @nozurbina Structured writing3 Models, Taxonomy & Metadata 2 Tool & platform strategy 4 Channel & journey mapping 1
The hardest models to change are those most familiar - your content, your company, your possibilities, yourself.
Component content 101 - Noz Urbina

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Component content 101 - Noz Urbina

  • 1.
    Noz Urbina @nozurbina noz.urbina@urbinaconuslting.com Componentcontent 101 Everything you need to know about • Adaptive • Omnichannel • Component content • Taxonomy But were afraid to ask
  • 2.
    Me 89 3929 31x88 Nums&StufnTings 24g UC.com 2027 19 years experience in… www.omnichannelx.digital • Content designer, strategist, & modeller • Wrote • “Content Strategy: Connecting the dots between business, brand, and benefits” (thecontentstrategybook.com) • Teach at • Content Strategy programme, University of Applied Sciences, Graz, Austria • Co-founded
  • 3.
    Select clients 10 pointsto help you decide if you’re a match with Urbina Consulting: urbinaconsulting.com/about-you horizontal vertical Life sciences, Financial Service, High Tech, Telecoms, Manufacturing, and more
  • 4.
  • 5.
    RYAN SKINNER, FORRESTER SENIORANALYST Full interview bit.ly/omnix-rs18 Marketing hasn’t done its own digital transformation. They’ve gone to market through digital channels but within the marketing organization they haven’t thought, "How do we actually work?" http://bit.ly/Cat-Image-Free-Photos #OmniXConf 2020 – Day 1
  • 6.
    JOE PULIZZI, CO-FOUNDER, CONTENTMARKETING INSTITUTE The Evolution of Content Marketing Will Include Intelligent Content (source) “What if I could take a piece of content and publish it to multiple output channels, all set to display in different ways (because of the rules that I set) without having to handcraft each piece of content separately? Technical communicators have been doing this for years.
  • 7.
  • 8.
    Persona- or customer-journey- based KPIs Omnichannel governance Documentedstandards Cross-platform content & (automatic) categorisation Customer-centric strategy Align around customer experience
  • 9.
    Content experience is4D 1. Length 2. Width 3. Depth • Quick facts vs “Drill down” • Progressive disclosure • Multi-asset relationships / references • Search/Social 4. SpaceTime • Season (Summer, winter, etc.; What’s in season?) • Occasion (Recurring: Pancake day, Christmas, Tax time, Planned Maintenance) • On sale now, trendy now • Context-specific (Tradeshow, Picnic, Wedding, Wine Tasting, Config-specific) • Event-specific (Brexit, COVID-19, Bug/Fault found) 12 3 6 9
  • 10.
  • 13.
  • 14.
    Component Content workslike Content Lego® . It’s adaptive for 4D, omnichannel experiences.
  • 16.
    Personalised with Engagement +History (Knowledge Graph) Personalised with Social Media + History (Knowledge Graph)
  • 17.
  • 18.
    Voice “Wonder Park isa 2019 film directed by Dylan Brown staring Brianna Denski, Mila Kunis, and Kevin Chamberlin.”
  • 22.
  • 23.
    In-line update “There are allthose pages / documents are in the old template and we don’t have time to migrate them” “There are lots of places we’ve said this, but we can’t possibly find and update them”
  • 24.
    Content design bestpractices for component content management
  • 25.
  • 26.
    Continuous iterative improvement Omnichannel journey mapping Inventory, Audit, Analysis Userresearch / persona development Brand strategy & commercial goals Initial task matrix, Insights, Analytics Unify Measurement & optimization Delivery Create Editorial plan, Content modelling, Tone & voice, Standards Taxonomy & information architecture Development specifications UX Pattern Libraries Design
  • 27.
    Document what you have,where you have it, if it’s any good Inventory, Audit, Analysis User research / persona development Brand strategy & commercial goals Initial task matrix, Insights, Analytics Document who your audience is and what you know about them Document what you want to do and say Document what processes you want to support and how they’re currently doing
  • 28.
    Omnichannel journey mapping Inventory, Audit, Analysis Userresearch / persona development Brand strategy & commercial goals Initial task matrix, Insights, Analytics Unify Detail what experience currently looks like, and what it should look like Document persona questions
  • 29.
    Omnichannel journey mapping Inventory, Audit, Analysis Userresearch / persona development Brand strategy & commercial goals Initial task matrix, Insights, Analytics Unify Editorial plan, Content modelling, Tone & voice, Standards Taxonomy & information architecture Development specifications UX Pattern Libraries Design Document how your content will work, sound, and be evaluated to answer questions Document how your content should be organised for different audiences and contexts Document what content should look and act like Document how content and interfaces should behave
  • 30.
    PERSONAS & JOURNEYSAKA Walking a mile in the user’s shoes Unlocking creativity through shared empathy
  • 31.
    Selecting from theinfinite • Personas: A picture • A generalised view of what could be millions of real people • Journeys: A movie script • A generalised narrative (story) representing a theoretically limitless number of potential customer experiences • The journey map is a tool that allows the brand to select the stages that have business potential Persona is to Person …as a… Customer Journey Map is to Real Life Experience
  • 32.
  • 33.
    Personas – Whybother? • Personas document the characteristics and decision- making style of the most common (or most strategically interesting) audience segments • What are their key objectives and frustrations? What tasks are involved in achieving their common objectives? • What drives them in life, and specifically, in ways that might offer engagement opportunities for your brand? • What channels and formats do they like to engage on? What forums, groups, or events do they participate in? • Are they driven more by hard data, or instinct and emotion? How much are they influenced by environmental factors, like brand and reputation? • What are their expectations when they engage with your brand? How well has their background prepared them for understanding your brand’s domain, language, cultural references?
  • 34.
  • 35.
    Lifecycles vs journeys LifecyclesARE NOT journeys (too big)
  • 36.
    Use cases vsjourneys Use cases ARE NOT journeys (too small) http://www.sparxsystems.com.au/uml_topics/map_uc/map_uc.htm
  • 37.
    Lifecycle Journey A customer lifecyclehas many journeys…. Journey Journey Journey stage stage stage stage A customer journey has many stages….stage stage stage stage stage stage stage stage stage stage stage stage Lifecycle = Brand perspective Journeys = User perspective Usecase Usecase A stage may require a system use case Usecase Usecase Usecase Usecase Usecase Usecase Use case = Tech perspective
  • 38.
    Lifecycle vs Journeys •Separate activities and phases: • Lifecycles are made of labels that describe a specific phase of the life of relationship: • Unaware, Prospect, Customer, Advocate… • Journeys are broken up into stages of activity* across various touch points: • Discovering, Event Evaluation, Researching, Comparing, Visiting, Consumption, Training… *Journeys may often start with a ‘Trigger’ which is not an activity, e.g. ‘Purchase’ which kicks off an ‘Onboarding journey’.
  • 39.
  • 40.
    Map content to thecustomer journey To develop trust
  • 41.
  • 42.
    Result: Content typesin a model Each component content type has associated guidelines for copy, metadata, structure, and processing Consistency makes components adaptable, manageable, reusable, and automation-ready for personalized omnichannel output So kids can be kids. Learn more about building a better learning environment at www.company.com/us/education We’re committed to creating safer schools that support students as they learn, play and grow. At company®, we recognize the significant impact that floor coverings have on your K-12 facility. That’s why we build the following benefits into every square inch of flooring we produce. “This company’s products provide a comfortable, low-maintenance and long-lasting solution that will be here long after we’re gone. That’s why we chose it.” – Customer Name, director of facilities, XYZ School  Durable, resilient flooring resists damage caused by high-traffic footfall and rolling equipment.  Low VOC emission floor coverings support healthy indoor air quality and do not contain PVC, plasticizers (phthalates) or halogens (e.g. chlorine).  Low maintenance, coating-free flooring needs little more than tap water for cleaning, keeping your facility free of chemical contaminants that affect students and staff.  Ergonomic support reduces strain on staff while simultaneously providing a slip-resistant surface for high-activity student areas such as gyms, hallways and auditoriums.  Reduces life cycle costs thanks to simplified maintenance, while exceptionally hard wearing rubber outlasts the average span of facility renovation cycles.  Acoustic control reduces footfall noise and echoes for a less disruptive learning environment. Media Key Features Lists Testimonials Calls-to-Action Taglines Short Descriptions Designed around customer needs & journeys like a product
  • 43.
    Structural containers Info type containers Display containers Content type containers Considerall the types of specialised content containers Category containers Taxonomy Moments Products Personas Locations Jobs Segments Sub-segments #Tags & Keywords What: Basic type Reference Task Process Principle Narrative … What: specific type Article Tip Guide Disclaimer Tool Call-to-action … Universal block types (heading, para, list, section, etc) Content according to micromoment question that it answers: How-does-it-work? How- do-I? What-is-it? How- should-I? etc. Brand-specific types of content that make up the brand content model Brand tags for categorising and personalising content based on: who, what, when, where, why (product, service, moment) How content will be accessed in-channel: websites, apps, layouts, social card, url/navigation trees… img • ---- ---- • ---- ----
  • 44.
    Content patterns fillin the containers Content patterns reuse the same word structures, so only unique content, additional to those structures, jumps out at the user. They also allow the user to scan and compare information in multiple places on a like for like basis. Lizzie Bruce Freelance Content Consultant bit.ly/gc-pats Designing with content: how using content patterns can help “
  • 45.
  • 46.
    bit.ly/gc-pats Example: Content patterncase study Explore Careers Beta
  • 47.
    Editorial standards &adaptive content modelling Example: Component content marketing Content Reuse: A Super-Simple Way to Get Started – Michele Lin (bit.ly/cmi-reuse)
  • 48.
    Reusable & re-purposable PRINCIPLE Reusablematerial from case study repository. REFERENCE (Candidate for personalization) Unique REFERENCE
  • 49.
    Reused: e-book :75 Examples to Spark Your Content Marketing Creativity Reused: Weekly social post Editorial standards & adaptive content modelling
  • 50.
    Reused: e-book :75 Examples to Spark Your Content Marketing Creativity Reused: Weekly social post Editorial standards & adaptive content modelling
  • 51.
  • 52.
    Eli Lilly, Depth& Time Medical Letters Quick answers (a few lines, reused in Google Rich Snippet) Overview (a few paras, reuses Quick Answer, and feeds Google KG. Replaces “FAQ” for medium-depth answers) Medical Letters (a few pages, reuses Overviews as sections. Supports deep learning.)
  • 54.
    I find it challengingto go back to work in old ways… I’m thinking how to ‘build’ a response, rather than how to ‘write’ a response. One of a great group of writers Eli Lilly (an Urbina Consulting client)
  • 55.
    Example: Before/After Components THEPROCLAIM STUDY (SENAN, 2015) PROCLAIM was a multicenter, randomized, Phase 3 study comparing treatment with concurrent pemetrexed and etoposide radiation therapies in patients with unresectable Stage IIIA/B nonsquamous NSCLC. Methods PROCLAIM compared these treatments in sequence: 1. concurrent pemetrexed/cisplatin/thoracic radiation therapy 2. consolidation pemetrexed with concurrent etoposide/cisplatin/thoracic radiation therapy, and 3. consolidation with an investigator’s choice of platinum-based chemotherapy doublet (excluding pemetrexed). Patient Characteristics Patients had unresectable Stage IIIA/B nonsquamous NSCLC. Design Schema Figure 1 presents a schema of the study design. Figure 1. PROCLAIM Study Design (Senan, 2015) Short Description Methods Overview Sub-Block MethodsBodyBlock Patient Characteristics Sub-block After Study REFERENCE Design Schema Sub- block BEFORE
  • 56.
    THE PROCLAIM STUDY(SENAN, 2015) PROCLAIM was a multicenter, randomized, Phase 3 study comparing treatment with concurrent pemetrexed and etoposide radiation therapies in patients with unresectable Stage IIIA/B nonsquamous NSCLC. Methods PROCLAIM compared these treatments in sequence: 1. concurrent pemetrexed/cisplatin/thoracic radiation therapy 2. consolidation pemetrexed with concurrent etoposide/cisplatin/thoracic radiation therapy, and 3. consolidation with an investigator’s choice of platinum-based chemotherapy doublet (excluding pemetrexed). Patient Characteristics Patients had unresectable Stage IIIA/B nonsquamous NSCLC. Design Schema Figure 1 presents a schema of the study design. Figure 1. PROCLAIM Study Design (Senan, 2015) Example: Methodology Ensure consistency Used “the PROCLAIM” vs “PROCLAIM” consistently. Applied “Study” content type. Label In this case, headings automatically come from “Study” content type template Chunk Separate out according to audience frequent interests: summary, actions, subjects, design, results (not shown) Determine relevance Medical professionals want to know the facts of a study Short Description Methods Overview Sub-Block MethodsBodyBlock Patient Characteristics Sub-block Study REFERENCE Design Schema Sub- block
  • 57.
    THE PROCLAIM STUDY(SENAN, 2015) PROCLAIM was a multicenter, randomized, Phase 3 study comparing treatment with concurrent pemetrexed and etoposide radiation therapies in patients with unresectable Stage IIIA/B nonsquamous NSCLC. Methods PROCLAIM compared these treatments in sequence: 1. concurrent pemetrexed/cisplatin/thoracic radiation therapy 2. consolidation pemetrexed with concurrent etoposide/cisplatin/thoracic radiation therapy, and 3. consolidation with an investigator’s choice of platinum-based chemotherapy doublet (excluding pemetrexed). Patient Characteristics Patients had unresectable Stage IIIA/B nonsquamous NSCLC. Design Schema Figure 1 presents a schema of the study design. Figure 1. PROCLAIM Study Design (Senan, 2015) Address natural-language questions What is it? Short Description Methods Overview Sub-Block MethodsBodyBlock Patient Characteristics Sub-block After Study REFERENCE Design Schema Sub- block High-value components structure content so that they target • real user questions • along the customer journey • to give high-value answers High-value answers are reusable across contexts
  • 58.
    THE PROCLAIM STUDY(SENAN, 2015) PROCLAIM was a multicenter, randomized, Phase 3 study comparing treatment with concurrent pemetrexed and etoposide radiation therapies in patients with unresectable Stage IIIA/B nonsquamous NSCLC. Methods PROCLAIM compared these treatments in sequence: 1. concurrent pemetrexed/cisplatin/thoracic radiation therapy 2. consolidation pemetrexed with concurrent etoposide/cisplatin/thoracic radiation therapy, and 3. consolidation with an investigator’s choice of platinum-based chemotherapy doublet (excluding pemetrexed). Patient Characteristics Patients had unresectable Stage IIIA/B nonsquamous NSCLC. Design Schema Figure 1 presents a schema of the study design. Figure 1. PROCLAIM Study Design (Senan, 2015) Address natural-language questions What was done? Short Description Methods Overview Sub-Block MethodsBodyBlock Patient Characteristics Sub-block After Study REFERENCE Design Schema Sub- block
  • 59.
    THE PROCLAIM STUDY(SENAN, 2015) PROCLAIM was a multicenter, randomized, Phase 3 study comparing treatment with concurrent pemetrexed and etoposide radiation therapies in patients with unresectable Stage IIIA/B nonsquamous NSCLC. Methods PROCLAIM compared these treatments in sequence: 1. concurrent pemetrexed/cisplatin/thoracic radiation therapy 2. consolidation pemetrexed with concurrent etoposide/cisplatin/thoracic radiation therapy, and 3. consolidation with an investigator’s choice of platinum-based chemotherapy doublet (excluding pemetrexed). Patient Characteristics Patients had unresectable Stage IIIA/B nonsquamous NSCLC. Design Schema Figure 1 presents a schema of the study design. Figure 1. PROCLAIM Study Design (Senan, 2015) Address natural-language questions Is this relevant for my patient? Short Description Methods Overview Sub-Block MethodsBodyBlock Patient Characteristics Sub-block After Study REFERENCE Design Schema Sub- block
  • 60.
  • 61.
    Two taxonomy managementsystems A universal, omnichannel back-end category tag-set: • Optimised for back-end management & findability • Content is separate from tags. Tags live in the taxonomy system & content a format-neutral CMS/asset manager • Identifies content with tags for all occasions and needs: Who it’s for, where and when it should appear, what topic it covers, etc. Covers things like: • Moments, Products, Personas, Locations, Jobs, Segments, Sub- segments, Social #Tags & Keywords, InfoType, ContentType, Subject matter, Etc.. • Can also describe 1 or more navigation trees for apps/sites • although often doesn’t and just leaves that to the various channels to sort out Content taxonomies* Site architecture / Navigational taxonomies “Folder systems for the website” • Content is published from back-end, format- neutral system to its display context • If it’s got to be on multiple pages, it can often be duplicated. • There may also be a concept of “tagging” but this is simpler and less controlled • Optimised for clarity for users in the browser and SEO purposes • Onsite filters can point back to back-end taxonomies, keeping all filters centralised across channels/sites • Each site has it’s own structure • Unless it’s being dynamically built from the back-end!
  • 62.
  • 63.
    Measure both contentand interfaces Content quality and improvements can, and should, be measured independently of channel Content should also be measured in channel contexts to ensure overall UX is optimized
  • 64.
    Measurable improvements fromcontent alone Metric Before After Change Time-to- Answer 125.11 sec 70.50 sec 42% faster (-50.6 sec, Old is 72% slower) OSAT 5.9/10 8.61/10 45% more satisfied with their experience (+2.66 points) Confidence (in answer accuracy) 6.3/10 8.9/10 27% more confident in answers found (+1.77 points) Accuracy (average) Correct 18% Incorrect 38% Correct 64% Incorrect 8% 257% more accurate (80% less errors) FinTech client
  • 65.
    Good content createsinter-team benefits See “A Good User's Guide Means Fewer Support Calls and Lower Support Costs” https://www.jstor.org/stable/43095065?read-now=1&socuuid=db2fc2b8-a82e-4f48-8205- 44324b06356a&socplat=twitter#page_scan_tab_contents / General Electric Information Services ran a 5-month, 4-company study* comparing high and low-quality documentation to measure its affect on technical support call volumes. High quality documentation reduced ALL call volumes (not just calls about documents) by 90% (which for them was $1M in annual savings) *The study compared new roll-outs to new users, in order to compare without the biasing influence of existing tribal knowledge. Cost-avoidance ROI Case study
  • 66.
    Omnichannel maturity model MeasureYour score goes here 1 Our business has a centralized content group or team that is engaged in ensuring that content is treated as a business asset across teams, geographies, channels, and functions. 2 Our content and experiences for customers and prospects are conceived and authored in ways that take into account multiple channels (web/digital, social, email, etc.), as well as cross-channel interactions over the course of a user journey. 3 We work with a content management or storage system that allows a single content object to be reused endlessly and work in any number of contexts (without replicating the object in each instance or channel where it is used), and we actively use this functionality. 4 New content and experiences that we push to customers and prospects regularly reuse, lightly adapt, or incorporate previously published or authored content. 5 We have received some education or training in the skills and concepts to support the creation and delivery of content and experiences that are independent of channel, such as content modelling, content design, structured content, content component authoring, or Agile experience design. Forrester research, Senior Analyst, Ryan Skinner, “Towards omnichannel maturity: Milestones on the expedition” More on omnichannelx.digital
  • 67.
    Omnichannel maturity model MeasureYour score goes here 6 The vision of providing the ideal content and experience to each customer, based on who they are and what they want or need at the moment they come to us, no matter how they choose to interact with us, is an explicit focus for our team right now. 7 The content and experiences for customers and prospects that we create can be reused across multiple channels without the need to manually upload them into separate systems, cut/paste them into new systems, or manually move them across folders. 8 The content and experiences for customers and prospects that we create are produced in format-independent components, suitably tagged with metadata that developers can easily re-assemble in new experiences based on API calls or integrations that correspond to the components’ meaning or purpose. 9 We have taxonomical or ontological classification systems for tagging our content that are consistent across the channels where we publish or share content and experiences for customers and prospects. 10 Our content and experiences for customers and prospects start as the result of an omnichannel journey mapping process (and not as the result of a campaign objective, channel objective, etc.). 67 Forrester research, Senior Analyst, Ryan Skinner, “Towards omnichannel maturity: Milestones on the expedition” More on omnichannelx.digital
  • 68.
    Omnichannel maturity model 11Our content and experiences for customers and prospects start as the result of an omnichannel journey mapping process (and not as the result of a campaign objective, channel objective, etc.). 12 We have applied structure to our digital content so that the content or assets can be delivered algorithmically based on a given customer profile. 13 A customer’s or prospect’s experiences across our touchpoints will generally involve a significant amount of customization based on interests and prior experiences that we have gleaned from either their behavior or stated preferences. 14 We use AI/ML technologies –either bought or developed in-house –that automate the understanding of content (its topic, tone, emotional quality, etc.) and either applies metadata to the content or delivers it in experiences most relevant to a particular customer, based on the content understanding. 15 We have a governance structure or function that ensures our customers’ perceptions of our content and experiences (their value, relevance, ease of use, and utility) is captured and addressed, independent of any one channel, on an ongoing basis. 68 Forrester research, Senior Analyst, Ryan Skinner, “Towards omnichannel maturity: Milestones on the expedition” More on omnichannelx.digital
  • 69.
  • 70.
    Author Component s Personalised / contextual / conversational AudienceA AudienceB ScenarioC ScenarioD Genericcontent Everyone Omnichannel delivery AI Quality and Terminology control Check Quality Manage Journeys / Personas Measure Analytics Mine, tag, link AI tagging & taxonomy /ontology MS Serve & Transform Delivery / AI Recommendation Engine Enterprise-ready infrastructure Translation MS Translate Customer Relationship MS Support Manage Components Component CMS Content Asset management / GraphDB Unify storage = AI
  • 71.
    Where we cango next… Structured writing 3 Models, Taxonomy & Metadata 2 Tool & platform strategy 4 Experience & journey mapping 1 Additional workshops | noz.urbina@urbinaconsulting.com
  • 72.
    THANK YOU! Q&A? Surle Pont d'Avignon On y danse, On y danse noz.urbina@urbinaconsulting.com linkedin.com/in/bnozurbina/ @nozurbina Structured writing3 Models, Taxonomy & Metadata 2 Tool & platform strategy 4 Channel & journey mapping 1
  • 73.
    The hardest modelsto change are those most familiar - your content, your company, your possibilities, yourself.

Editor's Notes

  • #9 Lilly Barclays In the next two days you’re going to be hearing from some of the most successful companies in the world when it comes to unified omnichannel strategies and experiences. None of them are perfect. None of them claim to be perfect. What they have done, is found ways to come together around the customer that add real value to them and their brands. Strategy is clear and teams are all feeding higher-level, cross-channel goals Omnichannel processes & policies maintained & accessible to multiple teams Guidelines for quality, content structures, terminology, measurement Relationships and linking are managed for personas across-channels: “relevance as a service” Tagging and categorisation for products, context, device-suitability is shared across channels & systems
  • #43 We heard this morning about the value of your legacy content from Meg. Create in components OR go back to your old pieces, break them up and give them new life.
  • #44 Google really likes content that is written according to question types ”How-do-I” etc. for SEO A category or tag is basically like a container around a container
  • #49 http://contentmarketinginstitute.com/2015/05/intelligent-content-marketing-reuse/ http://contentmarketinginstitute.com/2016/04/tactical-content-marketing-playbook/
  • #64 50.11 Cost per call was supplied by client $73.53 cost was based on in-house 130k/year/1768 work hrs per year
  • #65 Increase = New Number - Original Number Then:  divide the increase by the original number and multiply the answer by 100. % increase = Increase ÷ Original Number × 100. If your answer is a negative number, then this is a percentage decrease. To calculate percentage decrease: First: work out the difference (decrease) between the two numbers you are comparing. Decrease = Original Number - New Number Then: divide the decrease by the original number and multiply the answer by 100. % Decrease = Decrease ÷ Original Number × 100 If your answer is a negative number, then this is a percentage increase. Read more at: https://www.skillsyouneed.com/num/percent-change.html
  • #66 50.11 Cost per call was supplied by client $73.53 cost was based on in-house 130k/year/1768 work hrs per year
  • #71 http://www.markboulton.co.uk/journal/wysiwtfftwomg http://thecontentwrangler.com/2011/01/17/what-is-intelligent-content/ Interactive Kioskwww.omnimediaworld.co.id - Manufacturing | Datasheets | Templates & Design Exampleswww.stocklayouts.com - 500 × 310 - Search by image 2768391365_9d870914cf_o.jpgwww.flickr.com - 2816 × 2112 - Search by image www.flickr.com/photos/mnsc/2768391365/