The document discusses conducting an audit of an organization's content from a customer experience perspective. It recommends inventorying all content assets, establishing an audit context by defining criteria and metrics based on customer research and goals, and determining an audit scope by mapping content to the customer journey. The audit then evaluates the content against the defined criteria to assess how well it meets customer needs and identifies areas for improvement.
The Next Generation of Content Strategy: A Performance-Driven ModelPaula Ladenburg Land
Successful content strategy aligns editorial strategy with business strategy to deliver effective content and business value. Ongoing auditing of content and metrics creates a closed-loop process to ensure consistent content effectiveness and relevance.
This deck accompanied a Confab Intensive workshop presented on Sept 2, 2015 by Kevin Nichols (@kpnichols) and Paula Land (@content_insight) in which attendees learned how to assess content, create a performance-driven content process, and establish governance mechanisms for ongoing management and optimization.
Defining Our Profession, Defining Ourselves at CSForum14Margot Bloomstein
Content strategy is continuing to evolve as a discipline. Our evolution makes sense: we work with evolving technologies to enable communication in platforms and channels that didn't even exist when we first started using the term. But as our discipline evolves, so too do the strengths individual practitioners offer and our clients expect, all under the label "content strategy." Is that a problem, or an opportunity? Can we grapple with our terminology to broaden the profession without losing its relevance? We do so much research, monitor, and understand our users. Now, let's draw on similar data about ourselves. Together, let's explore how we grow and promote our capabilities and the many ways we can help our colleagues, collaborators, and clients.
Presented at Content Strategy Forum, #csforum14, in Frankfurt, Germany, on July 2, 2014.
(updated Nov. 2014) Your content can't succeed unless your people are aligned. Here's how to manage organizational politics and change culture to let content help audiences meet their needs and help the organization meet its goals.
UGCX 2009 Conference - Marketing 2.0 - UGC + SEM + SEO + Social Media Innovat...David Dalka
UGC + SEM + SEO + Social Media Innovation + New Executive Management Organizational Leadership Structures= Elite Profitable Future Branding
Search Engine Marketing & Social Media creating an urgent need for a new breed of executive management leaders qualified to lead complex organizational change/redesign!
The Next Generation of Content Strategy: A Performance-Driven ModelPaula Ladenburg Land
Successful content strategy aligns editorial strategy with business strategy to deliver effective content and business value. Ongoing auditing of content and metrics creates a closed-loop process to ensure consistent content effectiveness and relevance.
This deck accompanied a Confab Intensive workshop presented on Sept 2, 2015 by Kevin Nichols (@kpnichols) and Paula Land (@content_insight) in which attendees learned how to assess content, create a performance-driven content process, and establish governance mechanisms for ongoing management and optimization.
Defining Our Profession, Defining Ourselves at CSForum14Margot Bloomstein
Content strategy is continuing to evolve as a discipline. Our evolution makes sense: we work with evolving technologies to enable communication in platforms and channels that didn't even exist when we first started using the term. But as our discipline evolves, so too do the strengths individual practitioners offer and our clients expect, all under the label "content strategy." Is that a problem, or an opportunity? Can we grapple with our terminology to broaden the profession without losing its relevance? We do so much research, monitor, and understand our users. Now, let's draw on similar data about ourselves. Together, let's explore how we grow and promote our capabilities and the many ways we can help our colleagues, collaborators, and clients.
Presented at Content Strategy Forum, #csforum14, in Frankfurt, Germany, on July 2, 2014.
(updated Nov. 2014) Your content can't succeed unless your people are aligned. Here's how to manage organizational politics and change culture to let content help audiences meet their needs and help the organization meet its goals.
UGCX 2009 Conference - Marketing 2.0 - UGC + SEM + SEO + Social Media Innovat...David Dalka
UGC + SEM + SEO + Social Media Innovation + New Executive Management Organizational Leadership Structures= Elite Profitable Future Branding
Search Engine Marketing & Social Media creating an urgent need for a new breed of executive management leaders qualified to lead complex organizational change/redesign!
Content Strategy: The Key to Effective Web ContentRick Allen
Content is why people visit your website. Period. So why is quality content so easily discounted? Why do we neglect this critical website element that we rely on to attract, inform, engage, and retain site visitors? Answer: content is massive, political and time-consuming. A college website contains thousands of pages with limited content contributors, editors, and managers, all with different perspectives and priorities. In this session, learn how to implement and maintain effective content that drives marketing, engages users and increases website conversions. - http://www.epublishmedia.com
Across desktops, laptops, smartphones, tablets — and even TVs, cars, and appliances — people are continuously engaged in digital content at work and at home. Every day, people are exposed to an overwhelming number of digital touch points. And digital interactions are happening at a blindingly fast speed.
What does 2014 hold for digital marketing?
Understanding how to efficiently leverage business content and resources to effectively meet the needs of globally diverse partners is the focus of this presentation. Topics covered include:
• Globalization 101 – The "Globalization Academy" ensures we are all speaking the same language when talking about globalization including terms such as: regions, locales, localization, transcription.
• Strategic Considerations – Our mission to explore strange new worlds; to seek out new content and new audiences; to boldly go where no content strategist has gone before. We'll discuss strategic considerations including the structural model and governance model.
• Tactical Considerations – How to "Make it so…".
This presentation was given at Information Development World on October 2, 2015.
Web content: it’s the meat in the sandwich, not the icing on the cake. Too often, organizations fail to deliver content that meets user needs and serves their business goals. Even during website redesigns, the editorial process gets short shrift in favor of building new features and creating new designs. Thinking about the content is always left until the last minute, always thought to be somebody else’s problem.
Ever wonder why so many websites feature dense, unreadable prose? Force you to navigate through pages of brochure copy and legalese? Look like they backed up a truck full of PDFs and dumped them in the content management system?
No content strategy, that’s why.
When done the wrong way, creating new content and managing the approval process takes longer and is more painful than anyone expects. But planning for useful, usable content is possible-and necessary. It’s time to do it right.
Six Steps for Building a Government Content StrategyErin Norvell
Do you work in a large government agency and wonder if your content is effective? Are you struggling to coordinate content across various levels of the organization? If so, a content strategy may be the right tool for you. This presentation covers the basics of building a content strategy and provides resources for additional information.
Adapted from an earlier cross-industry version, this edition was specifically created for government agencies. The steps are divided into work to be completed by the global brand (leadership level), by the subunits (topic-specific groups), or through a collaborative effort between both groups.
For more from Digital Edge Communications, visit our website: www.digitaledgecommunications.us
Delivering Your Content Strategy: Effective Documentation and Deliverables (C...Kim Marques
You made it! You finally got “content strategy” added to your job description. You’ve convinced your organization it’s important and you’re ready to get started. Bring on the content audits, page templates, and copy decks.
Except: What does a content template look like? And how do you create a gap analysis? When Kim Marques joined Liberty Mutual five years ago, she asked herself the same questions—so she started making stuff up. In this session, Kim shared the lessons she learned about documenting and presenting content strategy recommendations, and creating deliverables that help other people do their jobs more effectively.
This session covered:
What some of the most common types of content strategy deliverables are, what they look like, and the purpose each of them serve
How to determine which deliverables are appropriate for your project or organization
How to create documents that help other people complete their parts of the project more effectively
Learn 7 key tips to content strategy to improve conversion, sales, and loyalty on your ecommerce website. Presented at the Internet Retailer 2016 conference by Alex Schmelkin, CEO, Alexander Interactive (Ai), and Joshua Nafman, Sr. Director Brand & Digital Marketing, KIND Snacks.
Designed to help retailers better reach and more deeply engage with their customers, this presentation includes:
• the fundamentals of content strategy plans
• how to avoid common traps with content
• examples of successes and failures from ecommerce content strategy
• how to establish successful ways for content will work across your site
• case studies about content challenges faced by retailers and content strategies that worked for their businesses
• ROI of content strategy
• content marketing monitoring and measurement
Session description:
Thu, June 09, 2016 11:00 am to 11:30 am
Content Strategy for Shopper Engagement, Entertainment and Education
Alex Schmelkin, Founder, Chief Executive Officer - Alexander Interactive
Joshua Nafman, Senior Director, Brand Marketing and Digital - KIND Snacks
Type: Main Conference Day 2
Track: Marketing: New Frontiers
Retailers are excited about the potential of content marketing. They are ready to jump on the bandwagon of distributing content and luring in customer with blogs, videos and social media posts, but oftentimes there are holes in their content strategy. Content strategy plans for the creation, delivery and governance of content. It is critical to get the fundamentals right and establish how content will work across your site. In this session, you will hear stories about the content challenges that retailers face, learn how they create content strategies that work for their businesses and how they measure ROI.
Content is the way your organization's work manifests itself in the world. Therefore, it is how you show the value you provide to members. Learn what content strategy entails and how it will help your organization thrive. NOTE: This is an updated version of https://www.slideshare.net/hilarymarsh/content-strategy-for-associations
Content is the way your organization's work manifests itself in the world. Therefore, it is how you show the value you provide to members. Learn what content strategy entails and how it will help your organization thrive.
Six Steps to Building a Content StrategyErin Norvell
Wondering if your content is effective? Struggling to coordinate content across various teams in your organization? If so, a content strategy may be the right tool for you. This presentation covers the basics of building a content strategy and provides resources for additional information and templates.
For more from Digital Edge Communications, visit our website: www.digitaledgecommunications.us
Content Strategy: The Key to Effective Web ContentRick Allen
Content is why people visit your website. Period. So why is quality content so easily discounted? Why do we neglect this critical website element that we rely on to attract, inform, engage, and retain site visitors? Answer: content is massive, political and time-consuming. A college website contains thousands of pages with limited content contributors, editors, and managers, all with different perspectives and priorities. In this session, learn how to implement and maintain effective content that drives marketing, engages users and increases website conversions. - http://www.epublishmedia.com
Across desktops, laptops, smartphones, tablets — and even TVs, cars, and appliances — people are continuously engaged in digital content at work and at home. Every day, people are exposed to an overwhelming number of digital touch points. And digital interactions are happening at a blindingly fast speed.
What does 2014 hold for digital marketing?
Understanding how to efficiently leverage business content and resources to effectively meet the needs of globally diverse partners is the focus of this presentation. Topics covered include:
• Globalization 101 – The "Globalization Academy" ensures we are all speaking the same language when talking about globalization including terms such as: regions, locales, localization, transcription.
• Strategic Considerations – Our mission to explore strange new worlds; to seek out new content and new audiences; to boldly go where no content strategist has gone before. We'll discuss strategic considerations including the structural model and governance model.
• Tactical Considerations – How to "Make it so…".
This presentation was given at Information Development World on October 2, 2015.
Web content: it’s the meat in the sandwich, not the icing on the cake. Too often, organizations fail to deliver content that meets user needs and serves their business goals. Even during website redesigns, the editorial process gets short shrift in favor of building new features and creating new designs. Thinking about the content is always left until the last minute, always thought to be somebody else’s problem.
Ever wonder why so many websites feature dense, unreadable prose? Force you to navigate through pages of brochure copy and legalese? Look like they backed up a truck full of PDFs and dumped them in the content management system?
No content strategy, that’s why.
When done the wrong way, creating new content and managing the approval process takes longer and is more painful than anyone expects. But planning for useful, usable content is possible-and necessary. It’s time to do it right.
Six Steps for Building a Government Content StrategyErin Norvell
Do you work in a large government agency and wonder if your content is effective? Are you struggling to coordinate content across various levels of the organization? If so, a content strategy may be the right tool for you. This presentation covers the basics of building a content strategy and provides resources for additional information.
Adapted from an earlier cross-industry version, this edition was specifically created for government agencies. The steps are divided into work to be completed by the global brand (leadership level), by the subunits (topic-specific groups), or through a collaborative effort between both groups.
For more from Digital Edge Communications, visit our website: www.digitaledgecommunications.us
Delivering Your Content Strategy: Effective Documentation and Deliverables (C...Kim Marques
You made it! You finally got “content strategy” added to your job description. You’ve convinced your organization it’s important and you’re ready to get started. Bring on the content audits, page templates, and copy decks.
Except: What does a content template look like? And how do you create a gap analysis? When Kim Marques joined Liberty Mutual five years ago, she asked herself the same questions—so she started making stuff up. In this session, Kim shared the lessons she learned about documenting and presenting content strategy recommendations, and creating deliverables that help other people do their jobs more effectively.
This session covered:
What some of the most common types of content strategy deliverables are, what they look like, and the purpose each of them serve
How to determine which deliverables are appropriate for your project or organization
How to create documents that help other people complete their parts of the project more effectively
Learn 7 key tips to content strategy to improve conversion, sales, and loyalty on your ecommerce website. Presented at the Internet Retailer 2016 conference by Alex Schmelkin, CEO, Alexander Interactive (Ai), and Joshua Nafman, Sr. Director Brand & Digital Marketing, KIND Snacks.
Designed to help retailers better reach and more deeply engage with their customers, this presentation includes:
• the fundamentals of content strategy plans
• how to avoid common traps with content
• examples of successes and failures from ecommerce content strategy
• how to establish successful ways for content will work across your site
• case studies about content challenges faced by retailers and content strategies that worked for their businesses
• ROI of content strategy
• content marketing monitoring and measurement
Session description:
Thu, June 09, 2016 11:00 am to 11:30 am
Content Strategy for Shopper Engagement, Entertainment and Education
Alex Schmelkin, Founder, Chief Executive Officer - Alexander Interactive
Joshua Nafman, Senior Director, Brand Marketing and Digital - KIND Snacks
Type: Main Conference Day 2
Track: Marketing: New Frontiers
Retailers are excited about the potential of content marketing. They are ready to jump on the bandwagon of distributing content and luring in customer with blogs, videos and social media posts, but oftentimes there are holes in their content strategy. Content strategy plans for the creation, delivery and governance of content. It is critical to get the fundamentals right and establish how content will work across your site. In this session, you will hear stories about the content challenges that retailers face, learn how they create content strategies that work for their businesses and how they measure ROI.
Content is the way your organization's work manifests itself in the world. Therefore, it is how you show the value you provide to members. Learn what content strategy entails and how it will help your organization thrive. NOTE: This is an updated version of https://www.slideshare.net/hilarymarsh/content-strategy-for-associations
Content is the way your organization's work manifests itself in the world. Therefore, it is how you show the value you provide to members. Learn what content strategy entails and how it will help your organization thrive.
Six Steps to Building a Content StrategyErin Norvell
Wondering if your content is effective? Struggling to coordinate content across various teams in your organization? If so, a content strategy may be the right tool for you. This presentation covers the basics of building a content strategy and provides resources for additional information and templates.
For more from Digital Edge Communications, visit our website: www.digitaledgecommunications.us
Webinar Slides - An Empowered Sales Rep Becomes A Content ConciergeMediafly
In the B2B world, many believe that buyers spend the first 60-70% of their journey consuming content. Then, if they are interested in buying, do they actively seek out a salesperson. While this implies that the salesperson’s primary role is to respond to product questions and present an offer, Forrester’s research shows the exact opposite to be true.
2016 Imperative to Help You Win in the Age of the CustomerSFIMA
Empowered by technology, your customers now know more than ever about your company’s products, pricing and reputation. Competitors can more easily imitate you, or undermine the moves you make to compete.
The only way to win, serve and retain customers is to become customer-obsessed.
Join Sheryl Pattek, Vice President, Principal Analyst, Serving CMO Professionals at Forrester Research, to learn how to put customer obsession at the center of your business and marketing strategy.
You Can't Buy Love: The Secrets of Demand Generation Strategy and SuccessMarketo
It's easy to spend some money to buy a bunch of cold "leads" for the sales team. But you can't buy interest, engagement or respect for your company and its products or services. Marketing may be a science, but making prospects love you before they've met you is an art called demand generation, and this webinar will show you how to build and implement a strategy to make it happen.
Join us on this educational webinar to learn:
• How to build and execute an end-to-end demand generation strategy
• The role of content in demand generation
• How to leverage social media
• What email contact strategy is most effective for nurturing leads
• How to tell when it's time for sales to make the call
• The secrets that can make your program a success
Build Customer Loyalty & Boost Conversion with Buying GuideseZdia Inc
Does your 2015 Content Strategy Include Buying Guides and How-to Content?
When it comes to engaging with your customer or promotion loyalty, a buying guide or how-to content can be an extremely valuable asset.
This presentation covers:
The primary benefits of buying guides & knowledge centers.
Examples of great buying guides, and what not to do.
Best approach to creating buying guide content to support each customer stage.
How the Best Brands Build Lasting Customer LoyaltyQualtrics
Customer loyalty is the likelihood of previous customers to continue to buy from a specific organization. To have loyal customers is a goal shared by most organizations, but not all reach this goal.
Join Adrian Swinscoe as he outlines how the best brands go about building customer loyalty that lasts.
How to thrive in the age of the customer!
Age of the customer — a 20-year business cycle in which the most successful enterprises will reinvent themselves to systematically understand and serve increasingly powerful customers
Top Drivers of Marketing Success – What to Budget for in 2015Planimedia
In an industry where the pace of change has never been greater, staying ahead has never been more challenging. BAI Retail Delivery will help transform you from the leader you are now, to the visionary you want to be. Giving you actionable insights and inspiration that will help you stay ahead of your competition.
Webinar: So What - Evolving from Social Data to Social IntelligenceBrandwatch
"The speed of social" is a phrase we often hear when talking about how organizations use social media to engage and respond to customers.
But there’s a dual meaning there: How social data itself has evolved—giving rise to the age of social analytics and social business intelligence.
In this one-hour webinar, Brandwatch VP of Client Services Adam Bambrough and guest Susan Etlinger of Altimeter Group will discuss:
- How (and why) social data has evolved in recent years
- Why it’s so critical to scale social data across the enterprise
- The benefits and use cases of a social media command center
Closing the gap: The disconnect between marketing technology and business valueBrandwatch
In this webinar we discuss the challenges marketers face when trying to prove the value of social.
The discussion is firstly centered around the difficulties involved in measuring actual performance on social, with the lather half of the webinar focusing on how social intelligence and informed data can help bridge the gap and provide real results.
this provides a template to create a social media strategy, governance and a business case, loaded with social media statistics it is intended as a resource to inform executives of the importance of a social media strategy.
Within the last few years Social Media Marketing has continued to grow exponentially. While participating in social media used to be optional, it has now become a key channel for business to engage their consumers in. Connie Bensen explores 8 key areas where brands can harness social media marketing.
Using Content Marketing to Generate Engagement and Salesifarooq
By Geraint Holliman, Content Marketing specialist
Content marketing is the current ‘go to’ strategy for marketers who are trying to cut through the noise and clutter of the market place and generate real sales. But few people actually know what ‘content’ really is, let alone ‘content marketing’ and simply recycling sales materials and calling it ‘content’ is not the route to success.
In this session we’ll answer the questions:
What are ‘content’ and ‘content marketing’?
How does content marketing work?
Why is content marketing being compared to publishing?
What are the key elements of a content marketing strategy?
What approach to take in evaluating content marketing?
Interactive content for demand generation
Interactive content identifies and capitalizes on buyers’ points of interest to accelerate demand. In this session we'll share an example of a real-world demand generation program that uses interactive content to motivate buyers to accelerate their journey from prospect to customer.
How Top CMOs Drive Growth in the Age of the Self-Serve Buyersaastr
Kady Srinivasan, SVP of Marketing, Klaviyo
Kathie Johnson, CMO, Talkdesk
Cynthia Gumbert, CMO, SmartBear
Moderator: Vinay Bhagat, Founder and CEO, TrustRadius
To scale your business customers need to be at the center of all you do. The reason for your business is to solve their largest problems and be mission-critical to their success. If your customers succeed your business will too. However, what if you can’t find or engage your target buyers? The way technology is bought and sold today has dramatically changed. The buyer’s journey is not linear but something they want to control. According to Bain and Co study, 94% of prospective buyers are well informed about a product before ever engaging with a sales team. From our research at TrustRadius, virtually 100% of buyers want to self-serve, 58% of buyers say word-of-mouth is a top source for discovery and evaluation. We’ll evaluate these buyer trends and provide strategies to find and win these new-age customers now and in the future.
21st Century marketing for startups (...and grown-up cos too)Lora Kratchounova
Startip Institite Marketing Boston track Scartch delievered in October of 2014: New marketing defined, mission/ vision/ positioning; customer segmentation; go-to-market plan components, marketing KPIs
Epistemic Interaction - tuning interfaces to provide information for AI supportAlan Dix
Paper presented at SYNERGY workshop at AVI 2024, Genoa, Italy. 3rd June 2024
https://alandix.com/academic/papers/synergy2024-epistemic/
As machine learning integrates deeper into human-computer interactions, the concept of epistemic interaction emerges, aiming to refine these interactions to enhance system adaptability. This approach encourages minor, intentional adjustments in user behaviour to enrich the data available for system learning. This paper introduces epistemic interaction within the context of human-system communication, illustrating how deliberate interaction design can improve system understanding and adaptation. Through concrete examples, we demonstrate the potential of epistemic interaction to significantly advance human-computer interaction by leveraging intuitive human communication strategies to inform system design and functionality, offering a novel pathway for enriching user-system engagements.
UiPath Test Automation using UiPath Test Suite series, part 4DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 4. In this session, we will cover Test Manager overview along with SAP heatmap.
The UiPath Test Manager overview with SAP heatmap webinar offers a concise yet comprehensive exploration of the role of a Test Manager within SAP environments, coupled with the utilization of heatmaps for effective testing strategies.
Participants will gain insights into the responsibilities, challenges, and best practices associated with test management in SAP projects. Additionally, the webinar delves into the significance of heatmaps as a visual aid for identifying testing priorities, areas of risk, and resource allocation within SAP landscapes. Through this session, attendees can expect to enhance their understanding of test management principles while learning practical approaches to optimize testing processes in SAP environments using heatmap visualization techniques
What will you get from this session?
1. Insights into SAP testing best practices
2. Heatmap utilization for testing
3. Optimization of testing processes
4. Demo
Topics covered:
Execution from the test manager
Orchestrator execution result
Defect reporting
SAP heatmap example with demo
Speaker:
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
The Art of the Pitch: WordPress Relationships and SalesLaura Byrne
Clients don’t know what they don’t know. What web solutions are right for them? How does WordPress come into the picture? How do you make sure you understand scope and timeline? What do you do if sometime changes?
All these questions and more will be explored as we talk about matching clients’ needs with what your agency offers without pulling teeth or pulling your hair out. Practical tips, and strategies for successful relationship building that leads to closing the deal.
Key Trends Shaping the Future of Infrastructure.pdfCheryl Hung
Keynote at DIGIT West Expo, Glasgow on 29 May 2024.
Cheryl Hung, ochery.com
Sr Director, Infrastructure Ecosystem, Arm.
The key trends across hardware, cloud and open-source; exploring how these areas are likely to mature and develop over the short and long-term, and then considering how organisations can position themselves to adapt and thrive.
Software Delivery At the Speed of AI: Inflectra Invests In AI-Powered QualityInflectra
In this insightful webinar, Inflectra explores how artificial intelligence (AI) is transforming software development and testing. Discover how AI-powered tools are revolutionizing every stage of the software development lifecycle (SDLC), from design and prototyping to testing, deployment, and monitoring.
Learn about:
• The Future of Testing: How AI is shifting testing towards verification, analysis, and higher-level skills, while reducing repetitive tasks.
• Test Automation: How AI-powered test case generation, optimization, and self-healing tests are making testing more efficient and effective.
• Visual Testing: Explore the emerging capabilities of AI in visual testing and how it's set to revolutionize UI verification.
• Inflectra's AI Solutions: See demonstrations of Inflectra's cutting-edge AI tools like the ChatGPT plugin and Azure Open AI platform, designed to streamline your testing process.
Whether you're a developer, tester, or QA professional, this webinar will give you valuable insights into how AI is shaping the future of software delivery.
DevOps and Testing slides at DASA ConnectKari Kakkonen
My and Rik Marselis slides at 30.5.2024 DASA Connect conference. We discuss about what is testing, then what is agile testing and finally what is Testing in DevOps. Finally we had lovely workshop with the participants trying to find out different ways to think about quality and testing in different parts of the DevOps infinity loop.
Search and Society: Reimagining Information Access for Radical FuturesBhaskar Mitra
The field of Information retrieval (IR) is currently undergoing a transformative shift, at least partly due to the emerging applications of generative AI to information access. In this talk, we will deliberate on the sociotechnical implications of generative AI for information access. We will argue that there is both a critical necessity and an exciting opportunity for the IR community to re-center our research agendas on societal needs while dismantling the artificial separation between the work on fairness, accountability, transparency, and ethics in IR and the rest of IR research. Instead of adopting a reactionary strategy of trying to mitigate potential social harms from emerging technologies, the community should aim to proactively set the research agenda for the kinds of systems we should build inspired by diverse explicitly stated sociotechnical imaginaries. The sociotechnical imaginaries that underpin the design and development of information access technologies needs to be explicitly articulated, and we need to develop theories of change in context of these diverse perspectives. Our guiding future imaginaries must be informed by other academic fields, such as democratic theory and critical theory, and should be co-developed with social science scholars, legal scholars, civil rights and social justice activists, and artists, among others.
Essentials of Automations: Optimizing FME Workflows with ParametersSafe Software
Are you looking to streamline your workflows and boost your projects’ efficiency? Do you find yourself searching for ways to add flexibility and control over your FME workflows? If so, you’re in the right place.
Join us for an insightful dive into the world of FME parameters, a critical element in optimizing workflow efficiency. This webinar marks the beginning of our three-part “Essentials of Automation” series. This first webinar is designed to equip you with the knowledge and skills to utilize parameters effectively: enhancing the flexibility, maintainability, and user control of your FME projects.
Here’s what you’ll gain:
- Essentials of FME Parameters: Understand the pivotal role of parameters, including Reader/Writer, Transformer, User, and FME Flow categories. Discover how they are the key to unlocking automation and optimization within your workflows.
- Practical Applications in FME Form: Delve into key user parameter types including choice, connections, and file URLs. Allow users to control how a workflow runs, making your workflows more reusable. Learn to import values and deliver the best user experience for your workflows while enhancing accuracy.
- Optimization Strategies in FME Flow: Explore the creation and strategic deployment of parameters in FME Flow, including the use of deployment and geometry parameters, to maximize workflow efficiency.
- Pro Tips for Success: Gain insights on parameterizing connections and leveraging new features like Conditional Visibility for clarity and simplicity.
We’ll wrap up with a glimpse into future webinars, followed by a Q&A session to address your specific questions surrounding this topic.
Don’t miss this opportunity to elevate your FME expertise and drive your projects to new heights of efficiency.
Let's dive deeper into the world of ODC! Ricardo Alves (OutSystems) will join us to tell all about the new Data Fabric. After that, Sezen de Bruijn (OutSystems) will get into the details on how to best design a sturdy architecture within ODC.
2. Paula
Land
about me
page
2
Founder, Principal Consultant at Strategic Content
Co-founder, CEO, Content Insight
Author, Content Audits and Inventories: A Handbook
Paula Land
@content_insight IDW 2015
4. Customer experience
matters
page
04
Nearly half of retailers agree with
the statement “Our customer
experience is our brand.”
brand.
Source: “The Retailer’s Imperative: A Strategic Approach to Customer Service.” http://www.sdl.com/download/econsultancy-retailers-imperative/76876/
Paula
Land @content_insight IDW 2015
5. Customer experience
matters
page
05
“45% of US consumers will
abandon an online transaction if
their questions or concerns are
not addressed quickly.”
sales.
Source: Forrester Reports
Paula
Land @content_insight IDW 2015
6. Customer experience
matters
page
06
“The probability of selling to an
existing customer is 60-70%.
The probability of selling to a
new prospect is 5-20%.”
loyalty.
Source: Customer Loyalty, by Jill Griffin, quoted in http://review.content-science.com/2014/06/5-customer-experience-statistics-that-will-change-your-content-focus/
Paula
Land @content_insight IDW 2015
7. Customer experience
matters
page
07
“It is 6-7 times more costly to
attract a new customer than it is
to retain an existing customer.”
cost.
Source: The White House Office of Consumer Affairs
Paula
Land @content_insight IDW 2015
8. page
08
Source: SDL, “Avoid CX Failure Fallout: 6 Steps to Customer Experience Success”
Paula
Land
Customer
experience
matters
@content_insight IDW 2015
9. 2 ways to deal with
customer experience failures
page
09
Avoid them to begin with
Know your customers, know what they need, give it to them at the right time,
in the right format
Make it right when they happen
Apologize, provide easy ways to get in touch with you and clear pathways to
information to solve the problem
1
2
Paula
Land @content_insight IDW 2015
11. Paula
Land
content
sources
page
11
Social media channels – yours
and your customers’
social
Catalogs, in-store signage,
direct mail pieces
print
Your web site, including
product information and search
results.
web site
Online help, chat, customer
service
Support content
Paula
Land @content_insight IDW 2015
15. Paula
Land
customer experience fail –
social media
page
15
Source: http://abcnews.go.com/Business/10-worst-company-tweets-twitter/story?id=23331543#1
Paula
Land @content_insight IDW 2015
23. Paula
Land
input:
user data
page
23
user personas
Representations of priority
customer types, with
needs, motivations,
influences defined.
user feedback
What your customers are
actually saying
user flows
Actual and desired pathways
through the content that a
persona takes to find
information.
user research
Primary and secondary
research on industry trends,
target and actual customers
@content_insight IDW 2015
24. Paula
Land
example
persona
page
24
Jason Lee
27 year old resident of
New York.
Single.
Banker by day, pop
musician by night.
motivations digital behaviors
• Frequently shops and occasionally
buys online
• Uses the web to research purchases
• Heavy user of mobile devices
• Frequently uses social media
• In the market for a new laptop
• Is brand-conscious; concerned
with making an impression
• Detail-oriented, reads the fine
print
• Technically savvy
Paula
Land @content_insight IDW 2015
25. example
user flow
starting point
Jason goes online to the manufacturer’s
site. He sees more pictures of the
computer and reads the specs. He likes it
but wants to see it in person, since it’s a
big purchase.
end point
Jason sees the laptop in the store, tries it
out and decides to purchase. His
salesperson sends him on his way with
setup instructions, warranty, and return
information.
midpoint 1
midpoint 2
En route to a physical store, checks his
mobile phone for map, hours.
Jason gets a magazine with an ad for a
cool-looking laptop. He is intrigued by the
picture and description, but wants more
specs.
28. input:
metrics and analytics
page
28
• Conversions
• Page views
• Time on site
• Click-throughs
• User flows
• Keyword search
• Likes, shares, subscriptions
Paula
Land @content_insight IDW 2015
29. gather and
analyze data
page
29
Paula
Land @content_insight IDW 2015
• Focus on your most
important content for
customer experience
• Decide which data will best
measure experience
• Gather data regularly
• Incorporate into content
inventory and audit
31. Paula
Land
advocacy
What will inspire
customers to
promote your
brand?
customer
journey
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31
awareness
How are
customers
learning of your
product or
service?
conversion
How do they take
action?
consideration
What is their
decision-making
process?
loyalty
How do you retain
customers?
Paula
Land @content_insight IDW 2015
32. Paula
Land
customer journey matrix –
information needs
Awareness Consideration Conversion Loyalty Advocacy
Information Needs • Help me recognize I
have an issue
• Recognize your brand
as a leader
• Educate me on issues
and trends
• Understand value of
your product/solution
• Get detailed technical
information on
product/solution
• Understand how
difficult or easy it will
be to use the product
• Compare to
competitive set
• Demo or try product or
solution
• Help me determine
ROI
• Get third-party
validation
• Get peer validation
(customer stories)
• Support for product or
solution
• Training and
education
• Ongoing contact
• Make it easy for me to
share my experience
• Provide incentives to
give feedback
Source: Strategic Content, Map the Gap: A Simple Grid Approach to Successful Content Gap Analysis
page
32
Paula
Land @content_insight IDW 2015
33. Paula
Land
customer journey matrix –
content types
Awareness Consideration Conversion Loyalty Advocacy
Information Needs • Help me recognize I
have an issue
• Recognize your brand
as a leader
• Educate me on issues
and trends
• Understand value of
your product/solution
• Get detailed technical
information on
product/solution
• Understand how
difficult or easy it will
be to use the product
• Compare to
competitive set
• Demo or try product or
solution
• Help me determine
ROI
• Get third-party
validation
• Get peer validation
(customer stories)
• Support for product or
solution
• Training and
education
• Ongoing contact
• Make it easy for me to
share my experience
• Provide incentives to
give feedback
Content Types • Advertisement
• Product reviews
• Feature articles on
company, product
• Detailed product
specs
• Product comparisons
• Demos
• Customer reviews
• Expert analyses
• Product
documentation
• Warranty information
• Tutorials
• Customer support
• Product update
information
• Social sharing
• Surveys
page
33
Paula
Land @content_insight IDW 2015
34. Paula
Land
customer journey matrix –
actual content
Awareness Consideration Conversion Loyalty Advocacy
Information Needs • Help me recognize I
have an issue
• Recognize your brand
as a leader
• Educate me on issues
and trends
• Understand value of
your product/solution
• Get detailed technical
information on
product/solution
• Understand how
difficult or easy it will
be to use the product
• Compare to
competitive set
• Demo or try product or
solution
• Help me determine
ROI
• Get third-party
validation
• Get peer validation
(customer stories)
• Support for product or
solution
• Training and
education
• Ongoing contact
• Make it easy for me to
share my experience
• Provide incentives to
give feedback
Content Types • Advertisement
• Product reviews
• Feature articles on
company, product
• Detailed product
specs
• Product comparisons
• Demos
• Customer reviews
• Expert analyses
• Product
documentation
• Warranty information
• Tutorials
• Customer support
• Product update
information
• Social sharing
• Surveys
Actual Content
page
34
Paula
Land @content_insight IDW 2015
38. Paula
Land
conducting the
content audit
page
38
01Inventory all assets
Know your starting point
02Establish context and criteria
Know why you’re auditing and what your standards are
03establish scope
Choose your areas of focus
04evaluate the content
Assess content and derive insights
Paula
Land @content_insight IDW 2015
41. content inventory –
web site data
page
41
Standard Data
• URLs — List of pages
• File types — Formats
• File size
• Level — Site depth
• Images — Number, format, location
• Media — Number, format, location
• Documents — Number, format, location
• Metadata —Title, description, and keyword metadata
• Links in and out — Links to and from each page
• Word count – Word on the page
• H1s — Text of the H1 tag
• Analytics — Pageviews, conversions, bounce, entrances
Paula
Land
Custom Data
• Content owner
• Content type
• Audience
• Status
• Template
• Etc.
@content_insight IDW 2015
42. the content inventory –
non-site assets
page
42
Print
• Catalogs
• Flyers
• In-store signage
• Direct mail
Digital
• Social channels
• Email newsletters
• Ads
• Apps
Paula
Land @content_insight IDW 2015
43. how to
audit
establish audit context and criteria
What are the guidelines and metrics against which you’ll
be evaluating the content?
46. set audit
criteria
page
46
Consistency
Does the content present a unified message?
Depth and breadth
Is there sufficient high-quality content to
support the user’s information needs?
Format
Is the content in the right format for optimal
use?
Performance
How effective is the content?
Accuracy
Is the information correct?
Accessibility
Is the content consumable by all users?
Context
Is the content available when and where they need it?
Competitors
How does your content compare to your competitors’?
Paula
Land @content_insight IDW 2015
48. audit
criteria
page
48
Depth and breadth
Is there sufficient high-quality content to support the
user’s information needs?
Is it complete?
Customer journeys
Personas
Content models
Competitors
Customer feedback
Paula
Land @content_insight IDW 2015
49. audit
criteria
page
49
Format
Is the content in the right format for optimal use?
Customer journeys
Personas
Content plans
Analytics
Content models
Paula
Land @content_insight IDW 2015
54. audit
criteria
page
54
Competitors
How does your content compare to your competitors’?
Audiences
Content type and quantity
Tone and voice
Community features
Frequency of publication
Standout/differentiating
features
Overall impression
Contributors
Paula
Land @content_insight IDW 2015
55. set audit
criteria
page
55
Consistency
Does the content present a unified message?
Depth and breadth
Is there sufficient high-quality content to
support the user’s information needs?
Format
Is the content in the right format for optimal
use?
Performance
How effective is the content?
Accuracy
Is the information correct?
Accessibility
Is the content consumable by all users?
Context
Is the content available when and where they need it?
Competitors
How does your content compare to your competitors’?
Paula
Land @content_insight IDW 2015
57. customer journey
content
page
57
Awareness Consideration Conversion Loyalty Advocacy
Information Needs • Help me recognize I
have an issue
• Recognize your brand
as a leader
• Educate me on issues
and trends
• Understand value of
your product/solution
• Get detailed technical
information on
product/solution
• Understand how
difficult or easy it will
be to use the product
• Compare to
competitive set
• Demo or try product or
solution
• Help me determine
ROI
• Get third-party
validation
• Get peer validation
(customer stories)
• Support for product or
solution
• Training and
education
• Ongoing contact
• Make it easy for me to
share my experience
• Provide incentives to
give feedback
Content Types • Advertisement
• Product reviews
• Feature articles on
company, product
• Detailed product
specs
• Product comparisons
• Demos
• Customer reviews
• Expert analyses
• Product
documentation
• Warranty information
• Tutorials
• Customer support
• Product update
information
• Social sharing
• Surveys
Actual Content • Item
• Item
• Item
• Item • Item
• Item
• Item
• Item
• Item • Item
• Item
• Item
Paula
Land @content_insight IDW 2015
61. audit
activities
page
61
Read the content – all channels
Compare similar content side by side
Follow typical task flows
Run searches
Trigger error messages
Paula
Land @content_insight IDW 2015
62. document
audit findings
page
62
present findings
Present findings in the best
format for your audience and
timely way for project decision
making
What are the most compelling
data points?
What is the call to action?
choose a focus
Who are you presenting findings to?
What data will be most compelling?
What will you be asking of them?
know your audience(s)
Paula
Land @content_insight IDW 2015
63. operationalize
excellence
page
063
Build audit findings into your
content plans so you are
creating new content to the
standards and guidelines
plan
Regularly audit content to
monitor for issues that will
affect customer experience
audit
Fix issues with content and
update guidelines,
processes, and goals to
maintain quality over time
improve
Ensure everyone in the
organization knows what is
expected of them and how to
do their part
communicate
Paula
Land @content_insight IDW 2015