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Content Strategy at 30,000 Feet
- 1. CONTENT STRATEGY at 30,000 ft. forCONFAB CENTRAL 2014 by HAWK THOMPSON Icons: Stephen McKarney + Anthony Lui (The Noun Project)
- 2.
- 3. Hawk Thompson #confabmn |#csat30kft| @hawkt
- 4. Sr. Content Strategist| Razorfish #confabmn | #csat30kft| @hawkt
- 5. Content Director |hawkthompson.com #confabmn | #csat30kft| @hawkt
- 6. Content Generalist |hawkt.com #confabmn | #csat30kft| @hawkt
- 7. Content Whisperer |@hawkt #confabmn | #csat30kft| @hawkt
- 8. I’m here totalk about content strategy for airlines. #confabmn | #csat30kft| @hawkt
- 9. (I’ve worked witha couple.) #confabmn | #csat30kft| @hawkt
- 10. It’s...different than youraverage CS challenge. #confabmn | #csat30kft| @hawkt
- 11. But also similar,in this way: #confabmn | #csat30kft| @hawkt
- 12. You have toput yourself in your client’s shoes. #confabmn | #csat30kft| @hawkt
- 13. Get inside theirheads. #confabmn | #csat30kft| @hawkt
- 14. And fly toplaces you’ve never been before. #confabmn | #csat30kft| @hawkt
- 15. Sometimes dark places. #confabmn| #csat30kft| @hawkt
- 16.
- 17. Welcome to theterrordome. #confabmn | #csat30kft| @hawkt
- 18.
- 19. We all dreamof ideal flight experiences. #confabmn | #csat30kft| @hawkt
- 20. (In reality, theycost ~$120k a person.) #confabmn | #csat30kft| @hawkt
- 21. SPOILER ALERT: #confabmn |#csat30kft| @hawkt
- 22. Monument Valley screenshotscourtesy of ustwo. Flying should feel like this... #confabmn | #csat30kft| @hawkt
- 23. Y’know, Monument Valleyis a truly amazing game. #confabmn | #csat30kft| @hawkt
- 24. You could sayit’s visual storytelling at its finest. #confabmn | #csat30kft| @hawkt
- 25. Clearly full ofgorgeous surprises at every turn. #confabmn | #csat30kft| @hawkt
- 26. No pressure oranything, but it’s worth owning. #confabmn | #csat30kft| @hawkt
- 27. Seriously, buy MonumentValley from ustwo. Now. #confabmn | #csat30kft| @hawkt
- 28. It’ll make youwant to spread your wings and fly. #confabmn | #csat30kft| @hawkt
- 29. ...not this. Photo: DiegoTorres Silvestre (flickr / CC) #confabmn | #csat30kft| @hawkt
- 30. Photo: Diego TorresSilvestre (flickr / CC) #confabmn | #csat30kft| @hawkt YOU ARE HERE
- 31. Yet sometimes, itdoes. Photo: Diego Torres Silvestre (flickr / CC) #confabmn | #csat30kft| @hawkt
- 32. And you knowwhat they say in the industry: Photo: Diego Torres Silvestre (flickr / CC) #confabmn | #csat30kft| @hawkt
- 33. “As goes theexperience, so goes the content.” Photo: Diego Torres Silvestre (flickr / CC) #confabmn | #csat30kft| @hawkt
- 34. OK, so theydon’t really say that. Photo: Diego Torres Silvestre (flickr / CC) #confabmn | #csat30kft| @hawkt
- 35. But if theydid, why would they? Photo: Diego Torres Silvestre (flickr / CC) #confabmn | #csat30kft| @hawkt
- 36.
- 37. Certain issues keepairlines in a holding pattern: Photo: snoll (flickr / CC) #confabmn | #csat30kft| @hawkt
- 38.
- 39. The airline industry’sprofits may be huge... $143.4B Source: Forbes, 2013. #confabmn | #csat30kft| @hawkt
- 40. ...but at ~1%,its profit margin isn’t. $0.15B $143.3B Source: Forbes, 2013. #confabmn | #csat30kft| @hawkt
- 41. No wonder airlinesare cutting costs like limes. Photo: Harmony Huskinson / MCT #confabmn | #csat30kft| @hawkt
- 42. Icon: Paul teKortschot (The Noun Project) OOO #confabmn | #csat30kft| @hawkt
- 43. People use technologyto plan trips. Source: Forrester, 2013. #confabmn | #csat30kft| @hawkt
- 44. And airlines obvsrely heavily on technology too. #confabmn | #csat30kft| @hawkt
- 45. But let’s getback to that ~1% profit margin for a sec. #confabmn | #csat30kft| @hawkt $0.15B $143.3B
- 46. How large aslice do you think goes to technology? #confabmn | #csat30kft| @hawkt $0.15B $143.3B
- 47. And how muchgoes to digital content? #confabmn | #csat30kft| @hawkt $0.15B $143.3B
- 48. (Hint: Virgin madethis viral hit in-house. For $5k.) #confabmn | #csat30kft| @hawkt
- 49. Lastly, how muchgoes to content strategy? Source: Forbes, 2013. #confabmn | #csat30kft| @hawkt $0.15B $143.3B
- 50. Yeah, that looksabout right. Source: Forbes, 2013. #confabmn | #csat30kft| @hawkt
- 51. (The stem, notthe tomato.) #confabmn | #csat30kft| @hawkt
- 52. So you learnto make do with what’s available. Source: Forbes, 2013. Ooo o #confabmn | #csat30kft| @hawkt
- 53. OOOo o o oo o oo o #confabmn |#csat30kft| @hawkt
- 54. OOO Most airlines havefairly small content teams... #confabmn | #csat30kft| @hawkt
- 55. ...supplied with relativelytiny budgets... #confabmn | #csat30kft| @hawkt $$$//
- 56. ...saddled with legacytechnology... #confabmn | #csat30kft| @hawkt OOO
- 57. OOOOOOO OOOOOOO OOOOOOO OOOOOOO Content Content Content MarketingLoyalty Int’l Travel Corporate Affairs Customer Service Mobil Prefer Partne IFE Cargo Social Media ROP Alerts + Advisories Ad Sales Media Relations Domestic Flights Investor Relations Charter Services sorships ContracQ A UX Project Mgmt. DesignTech Business Travel Group Travel CareersTraining Merch Copy Ancillary Products Legal #confabmn | #csat30kft| @hawkt ...and surrounded by product-oriented silos.
- 58. Photo:Kicki Holmén (flickr/ CC) These silos often constrain content teams... #confabmn | #csat30kft| @hawkt
- 59. OOOOOOO OOOOOOO OOOOOOO o o o oo o oo o oo o oo o o o o o o o o o o o o oo oo o o o o o o o o o o oo oo o o o o o o o o o o oo oo o OOOOOOOo o o o o o o o o oo oo o #confabmn | #csat30kft| @hawkt ...which can make it tough to focus on the big picture.
- 60. OOOOOOO OOOOOOO OOOOOOO oo o o oo oo o o o o o o o o o o o o oo oo o o o o o o o o o o oo oo o o o o o o o o o o oo oo o OOOOOOOo o o o o o o o o oo oo o o o o o #confabmn | #csat30kft| @hawkt That’s why you’re here.
- 61.
- 62. OOOOOOO OOOOOOO OOOOOOO oo o o oo oo o o o o o o o o o o o o oo oo o o o o o o o o o o oo oo o o o o o o o o o o oo oo o OOOOOOOo o o o o o o o o oo oo o o o o o #confabmn | #csat30kft| @hawkt How can you strategize in this environment?
- 63. Photo:Kicki Holmén (flickr/ CC) Think like a controller. #confabmn | #csat30kft| @hawkt
- 64. OOOOOOO OOOOOOO OOOOOOO oo o o oo oo o o o o o o o o o o o o oo oo o o o o o o o o o o oo oo o o o o o o o o o o oo oo o OOOOOOOo o o o o o o o o oo oo o o o o o John Sri Martha LeilaMo Curtis Ali Selena Carol DirkJR Soraya Jon Don Farnsworth Caleb MusangiAly Buck Pete Aloysius Kaisar Rishi AngelaBud Winston Gordo John Sri Martha LeilaMo Curtis Ali #confabmn | #csat30kft| @hawkt Understand the lay of the land.
- 65. OOOOOOO OOOOOOO OOOOOOO OOOOOOO Content Content Content MarketingLoyalty Int’l Travel Corporate Affairs Customer Service Mobil Prefer Partne IFE Cargo Social Media ROP Alerts + Advisories Ad Sales Media Relations Domestic Flights Investor Relations Charter Services sorships ContracQ A UX Project Mgmt. DesignTech Business Travel Group Travel CareersTraining Merch Copy Ancillary Products Legal John Sri Martha LeilaMo Curtis Ali SelenaJR Soraya Jon Don Farnsworth Caleb MusangiAly Buck Pete Aloysius Kaisar Rishi AngelaBud Winston Gordo John Sri Martha LeilaMo Curtis Ali #confabmn | #csat30kft| @hawkt (in terms of people *and* their products)
- 66. OOOOOOO OOOOOOO OOOOOOO OOOOOOO Content Content Content MarketingLoyalty Int’l Travel Corporate Affairs Customer Service Mobil Prefer Partne IFE Cargo Social Media ROP Alerts + Advisories Ad Sales Media Relations Domestic Flights Investor Relations Charter Services sorships ContracQ A UX Project Mgmt. DesignTech Business Travel Group Travel CareersTraining Merch Copy Ancillary Products Legal John Sri Martha LeilaMo Curtis Ali SelenaJR Soraya Jon Don Farnsworth Caleb MusangiAly Buck Pete Aloysius Kaisar Rishi AngelaBud Winston Gordo John Sri Martha LeilaMo Curtis Ali Map out the connections. #confabmn | #csat30kft| @hawkt
- 67. OOOOOOO OOOOOOO OOOOOOO OOOOOOO Marketing Loyalty Int’l Travel Customer Service Mobil Prefer Partne IFE Social Media ROP Alerts + Advisories AdSales Media Relations Domestic Flights sorships Business Travel Group Travel Merch Ancillary Products New Routes Other Content Other Content John Sri Martha LeilaMo Curtis Ali Selena Soraya Jon Farnsworth Caleb Musangi Buck Pete ContracQ A UX Project Mgmt. DesignTech Copy #confabmn | #csat30kft| @hawkt Lock in on the routes.
- 68. OOOOOOO OOOOOOO OOOOOOO OOOOOOO New Routes Other Content Other Content Marketing Loyalty Int’l Travel Corporate Affairs Customer Service Mobil Prefer Partne IFE Cargo Social Media ROP Alerts + Advisories AdSales Media Relations Domestic Flights Investor Relations Charter Services sorships Business Travel Group Travel CareersTraining Merch Ancillary Products Legal John Sri Martha LeilaMo Curtis Ali Selena Soraya Jon Farnsworth Caleb Musangi Buck Pete ContracQ A UX Project Mgmt. DesignTech Copy #confabmn | #csat30kft| @hawkt Anticipate delays.
- 69. OOOOOOO OOOOOOO OOOOOOO OOOOOOO New Routes Other Content Other Content Marketing Loyalty Int’l Travel Corporate Affairs Customer Service Mobil Prefer Partne IFE Cargo Social Media ROP Alerts + Advisories AdSales Media Relations Domestic Flights Investor Relations Charter Services sorships Business Travel Group Travel CareersTraining Merch Ancillary Products Legal John Sri Martha LeilaMo Curtis Ali Selena Soraya Jon Farnsworth Caleb Musangi Buck Pete ContracQ A UX Project Mgmt. DesignTech Copy #confabmn | #csat30kft| @hawkt Redirect when necessary.
- 70. Photo:Kicki Holmén (flickr/ CC) It helps keep the planes running on time. #confabmn | #csat30kft| @hawkt
- 71.
- 72. Photo: Wikipedia No offense,but you’re just one content strategist. #confabmn | #csat30kft| @hawkt Ooo o
- 73. OOOOOOO OOOOOOO OOOOOOO OOOOOOO Content Content Content MarketingLoyalty Int’l Travel Corporate Affairs Customer Service Mobil Prefer Partne IFE Cargo Social Media ROP Alerts + Advisories Ad Sales Media Relations Domestic Flights Investor Relations Charter Services sorships ContracQ A UX Project Mgmt. DesignTech Business Travel Group Travel CareersTraining Merch Copy Ancillary Products Legal John Sri Martha LeilaMo Curtis Ali SelenaJR Soraya Jon Don Farnsworth Caleb MusangiAly Buck Pete Aloysius Kaisar Rishi AngelaBud Winston Gordo John Sri Martha LeilaMo Curtis Ali #confabmn | #csat30kft| @hawkt You’re up against a lot of content.
- 74. Photo: Wikipedia And we’retalking *big* chunks here. #confabmn | #csat30kft| @hawkt
- 75. Photo: Wikipedia How bestto manage them? #confabmn | #csat30kft| @hawkt
- 76. Photo: Wikipedia Think likea marshaller. #confabmn | #csat30kft| @hawkt
- 77. Orchestrated Content Research User research Consumer insights Searchanalysis Strategy Messaging Channel presence Content governance Creation Copywriting Video production Graphic design Distribution Strategic partners SEO + SEM Community building Management WCM Editorial process Workflow Measurement Metrics Optimization KPIs Courtesy of Rachel Lovinger Orchestrate the proceedings. #confabmn | #csat30kft| @hawkt
- 78. Keep your sharedgoals top of mind. #confabmn | #csat30kft| @hawkt 1 2 3 Existing site New sitemap Existing site New wireframes UX reviews Design style guide Comps / prototype New site pages
- 79. Align your contentstrategy tools with these goals. #confabmn | #csat30kft| @hawkt 1 2 3 Existing site New sitemap Existing site New wireframes UX reviews Design style guide Comps / prototype New site pages A B C Content inventory Content audit Content model Content matrix Gap analysis Editorial style guide Editorial calendar Copy decks
- 80. Direct traffic throughcheckpoints as necessary. #confabmn | #csat30kft| @hawkt 1 2 3 Existing site New sitemap Existing site New wireframes UX reviews Design style guide Comps / prototype New site pages A B C Content inventory Content audit Content model Content matrix Gap analysis Editorial style guide Editorial calendar Copy decks Your Client
- 81. Leverage tools thatcan remove obstacles. #confabmn | #csat30kft| @hawkt A B C Content inventory Content audit Content model Content matrix Gap analysis Editorial style guide Editorial calendar Copy decks
- 82. Do your bestto clear the runway of challenges. #confabmn | #csat30kft| @hawkt Your Client
- 83. Photo: Wikipedia Take eachnew challenge in stride. #confabmn | #csat30kft| @hawkt
- 84. Photo: Wikipedia Even ifyou’ve never seen it on the runway before. #confabmn | #csat30kft| @hawkt
- 85.
- 86. © 2012 ParamountPictures. Sure, the airline industry can be challenging... #confabmn | #csat30kft| @hawkt
- 87. © 2012 ParamountPictures. ...but ya gotta straighten up and fly right. #confabmn | #csat30kft| @hawkt
- 88. Photo:National Archives Think likea pilot. #confabmn | #csat30kft| @hawkt
- 89. Get to knowhow everything works together. #confabmn | #csat30kft| @hawkt External Referrals Browser Tier Web Tier Middle Tier Services Tier Enterprise Tier Reservation System
- 90. Photo:National Archives Make decisionsbased on this knowledge. #confabmn | #csat30kft| @hawkt External Referrals Browser Tier Web Tier Middle Tier Services Tier Enterprise Tier Reservation System YOU ARE HERE
- 91. Photo:National Archives Make recommendationsbased on this knowledge. #confabmn | #csat30kft| @hawkt Web Tier Static Content Dynamic Content
- 92. Photo:National Archives And this. #confabmn| #csat30kft| @hawkt Web Tier HTML JSP
- 93. Photo:National Archives And this. #confabmn| #csat30kft| @hawkt Web Tier Marketing Tech
- 94. Photo:National Archives And THIS. #confabmn| #csat30kft| @hawkt Web Tier 2-3 days to publish 2-3 months to publish
- 95. Photo:National Archives Institute consistentstandards for all content types. #confabmn | #csat30kft| @hawkt Web Tier Static Content Dynamic Content Your Content Stardards
- 96. Photo:National Archives You’ll getfurther that way. #confabmn | #csat30kft| @hawkt
- 97.
- 98. Courtesy of TheAsylum. Trust me, things are going to get a little bumpy. #confabmn | #csat30kft| @hawkt
- 99. Discrepancies create disconnects. #confabmn| #csat30kft| @hawkt Courtesy of The Asylum.
- 100. Separate publishing processeslead to bottlenecks. #confabmn | #csat30kft| @hawkt Courtesy of The Asylum.
- 101. Inefficient workflows produceinconsistencies. #confabmn | #csat30kft| @hawkt Courtesy of The Asylum.
- 102. Custom implementations addlayers of complexity. #confabmn | #csat30kft| @hawkt Courtesy of The Asylum.
- 103. What’s a goodway to deal with these issues? #confabmn | #csat30kft| @hawkt Courtesy of The Asylum.
- 104. Photo: Peter Burge(flickr / CC) Think like an attendant. #confabmn | #csat30kft| @hawkt
- 105. OOOOOOO OOOOOOO OOOOOOO OOOOOOO Content Content Content MarketingLoyalty Int’l Travel Corporate Affairs Customer Service Mobil Prefer Partne IFE Cargo Social Media ROP Alerts + Advisories Ad Sales Media Relations Domestic Flights Investor Relations Charter Services sorships ContracQ A UX Project Mgmt. DesignTech Business Travel Group Travel CareersTraining Merch Copy Ancillary Products Legal John Sri Martha LeilaMo Curtis Ali SelenaJR Soraya Jon Don Farnsworth Caleb MusangiAly Buck Pete Aloysius Kaisar Rishi AngelaBud Winston Gordo John Sri Martha LeilaMo Curtis Ali Empower your client’s content team. #confabmn | #csat30kft| @hawkt
- 106. Photo: Peter Burge(flickr / CC) Create tools that suit their needs, not yours. #confabmn | #csat30kft| @hawkt A B C Content inventory Content audit Content model Content matrix Gap analysis Editorial style guide Editorial calendar Copy decks
- 107. Photo:Kecko (flickr /CC) Help establish processes that make their lives easier. #confabmn | #csat30kft| @hawkt 1 2 3 Existing site New sitemap Existing site New wireframes UX reviews Design style guide Comps / prototype New site pages A B C Content inventory Content audit Content model Content matrix Gap analysis Editorial style guide Editorial calendar Copy decks Your Client
- 108. Shoutout: Akbar Bhaidani Measuretheir success (it’s yours too). #confabmn | #csat30kft| @hawkt Customer-facing metrics Internal metrics • Page views • Time on site • Bounce rate • Exit rate • Search rankings • Back links created • Efficiency metrics - ongoing and one-time content - Time/cost to create content - Time/cost to deploy content - Time/cost to test content • Satisfaction metrics - Ratio of WCM users to non-users - Ratio of static to dynamic content - WCM system NPS • Performance metrics - Content accuracy - number of edits - Content reuse – number of pages used - Avg. number of channels per content asset
- 109.
- 110. Photo: Associated Press. Thepilot usually gets the glory. #confabmn | #csat30kft| @hawkt
- 111. Photo:Chris Walter (WireImages) But most can’t make it happen alone. #confabmn | #csat30kft| @hawkt
- 112. Photo:Kecko (flickr /CC) Think like a copilot. #confabmn | #csat30kft| @hawkt
- 113. Photo:Kecko (flickr /CC) Monitor progress closely. #confabmn | #csat30kft| @hawkt
- 114. Photo:Kecko (flickr /CC) Communicate (but don’t overcommunicate). #confabmn | #csat30kft| @hawkt
- 115. OOOOOOO OOOOOOO OOOOOOO oo o o oo oo o o o o o o o o o o o o oo oo o o o o o o o o o o oo oo o o o o o o o o o o oo oo o OOOOOOOo o o o o o o o o oo oo o o o o o Photo:Kecko (flickr / CC) Always be ready to assume responsibility. #confabmn | #csat30kft| @hawkt
- 116.
- 117. Ever tried toland a plane on the head of a pin? #confabmn | #csat30kft| @hawkt $0.15B $143.3B
- 118. That’s kinda thesituation airlines are in today. #confabmn | #csat30kft| @hawkt $0.15B $143.3B
- 119. Given the circumstances,they’re doing pretty well. Source: Forrester, 2014. #confabmn | #csat30kft| @hawkt
- 120. And they’re investingin good content, which helps. Source: Forrester, 2014. #confabmn | #csat30kft| @hawkt
- 121. You can helpby doing what you do best. Source: Forrester, 2014. #confabmn | #csat30kft| @hawkt A B C Content inventory Content audit Content model Content matrix Gap analysis Editorial style guide Editorial calendar Copy decks
- 122. Also by thinkingabout things from the airline’s POV. #confabmn | #csat30kft| @hawkt
- 123. Because you knowwhat they say: Photo: ZeroOne (flickr / CC) #confabmn | #csat30kft| @hawkt
- 124. “As goes thecontent, so goes the experience.” Photo: ZeroOne (flickr / CC) #confabmn | #csat30kft| @hawkt
- 125.