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Zoran Nikolovski, profile picture
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Content strategy for the content experience wave

Odecee provides digital solutions including API/server, CMS, CI/CD, test automation, cloud, business analysis, user experience, and architecture services. The document discusses trends in content marketing and strategies for structuring, distributing, and future-proofing content. It recommends organizing content into reusable fragments with metadata, distributing content based on a plan targeting key channels and influencers, and leveraging emerging conversational interfaces like chatbots that can interact with structured content.

Marketing◦
Related topics:
Content Management Insights• Content Strategy•
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Odecee provide digital solutions for the enterprise. API/Server CMS CI/CD Test Automation Cloud Business Analysis User Experience Architecture Devices Web
Lead AEM Engineer at Odecee I’m ACE! (Adobe Certified Expert) Over a decade of experience – 5 years of Adobe AEM experience Organiser of the AEM Technologists AU Slack group – new members welcome! WHO IS ZORAN?
TRENDS BEFORE WE START…LET’S LOOK AT THE
2016 Content Marketing Trends 77% 70+92% 75% 94% 94%70% Media in context brings more views Digital channels to communicate through Personalisation is ever so important Interactive storytelling will take center stage Social media exploded Influencer marketing will dominate Increase content production
$300b Not surprising then global marketing spend will reach 66% with of marketers reporting their budgets will increase
BETTER? HOW CAN WE DO
Content Structure Content Distribution Give your content a loudspeaker Emerging channels For your interactive content Make your content future-proof
Content Structure Give your content a loudspeaker Emerging channels For your interactive content Make your content future-proof
Interactivity demands structure • The interaction with your content may or may not happen in a single channel • Structure promotes thrift • Structure promotes your brand reach • Content doesn’t live in a single location anymore • CMS • Cloud stores • External publications • Product Catalogs • Don’t even get me started on UGC!
Be agile with your content Think of your content as reusable atoms or fragments – building blocks to create complex narratives • Aligns to atomic design thinking • Self-contained units of information • Enables a “create once, share everywhere” paradigm • Enables rapid content production • More focused messaging • Beware of loss of context when stringing fragments
Be agile with your metadata Ensure context by giving each ‘content fragment’ a strategic passport • #WHO (Target Audience) • #WHAT (Needs) • #WHY (KPI) • #WHERETO (CTA) • #WHEN (Relevant Moment) • #HOW • #WHERE (Channel)
Be better at telling your story by providing structure in your users’ journey pathways Separate information from presentation to enable cross-channel distribution Organise and protect your most valuable digital assets Retain the context and meaning of content across channels and platforms Increase velocity by focusing on small atomic content fragments Associate content with KPIs and measure it’s ROI Catalogue and classify content regardless of the source Structuring your content lets you
Content Structure Content Distribution Give your content a loudspeaker Emerging channels For your interactive content Make your content future-proof
Don’t just spray and pray Greater choice doesn’t mean that you need to be present everywhere • Keep a distribution schedule • Not every channel is created equal • Use your tagging and metadata structure to optimise your distribution • Keep a visible publishing and event calendars • Minimise “ad-hoc” changes • Be prepared to measure and pivot • Be where your customers are • Use customer data and insights to identify the best distribution channels • Again, different channels work better for different content types
Have a plan • Set your content goals • Who are you trying to reach? • What do you care about? • Find active communities that have large audiences of your target personas • Get involved and provide value • Mind the rules • Contribute to the conversations first – post content later • Don’t spam – online communities are quick to deal with noise • Be proactive – actively nurture relationships • Use online communities like Medium or LinkedIn Pule for content syndication • Build a readership first
92% According to Forbes of consumers turn to people they know for referrals
Data is the key to the influencers heart • Look at similar types of content to what you’re thinking of publishing • Articles/Blogs • Whitepapers • Tools/Selectors/Calculators • Find out how they perform • Look at tweeter shares • Facebook likes • LinkedIn shares • Look at your top performing content • Top referrals/Lowest bounce rates • Monitor your keywords • Identify top sharers and get in touch with them • Run a personalised campaign to get them to engage with your content
Your content to have a wider and deeper reach Utilise better performing channels and plan for optimising key new channels Be better at communicating publishing events internally Adapt your distribution rates per channel Be aware of the engagement rules for key channels Identify and target key influencers Measure and report on key events Having a distribution strategy allow
Content Structure Content Distribution Give your content a loudspeaker Emerging channels For your interactive content Make your content future-proof
MORE People use 1:1 chat messages than they use social media
Conversation as a Platform • What is a conversational interface? • UI that mimics chatting with a real human • Currently there are two types of conversation interfaces • Voice assistants • Chatbots
The rise of the conversational interface • Media rich interfaces are great marketing tools • Visual queues • Polished animations • But they have a problem of “friction” • Conversational UIs aim to solve that problem • They allow near-natural language interaction • Continuous learning • Seamless user actions • Deeper integration
Meet your (old) new best friends Most conversation interfaces result in a (trans)active function – but you still need strong content to support the service provided • Content taxonomy • Robust metadata means content is easily discoverable by an API • Supports the conversation context • Learn from your users • Personalise* the message • Search functionality • Driven by your taxonomy (remember the metadata structure?) • Add “intelligence” to your search • FAQs • A great fallback for your chatbot to clarify user requests • Give a “boring” content space some personality
What’s not there yet? • Ability to do end-to-end analytics • Resolving a unique visitor ID is an issue just yet • Means targeting and personalisation challenging • AI capabilities • Don’t try to “humanise” your bots just yet • It’s ok for a machine to sound like…well, a machine
THANK YOU! Love to hear from you: znikolovski@odecee.com.au | au.linkedin.com/in/zorannikolovski