The document discusses the importance of context in content strategy, detailing elements of context analysis and models for effective content planning. It outlines various user personas and situations that influence content needs and engagement, emphasizing the necessity of making context actionable for better user experiences. Additionally, it highlights the significance of collaboration, testing, and refinement in optimizing content strategies across multiple platforms.

1. CONTEXTUALLY RELEVANT
CONTENT STRATEGIES
CONTENT STRATEGY FORUM 2011 - 6 SEPTEMBER 2011 | DANIEL EIZANS | @DANIELEIZANS
@danieleizans | #csforum11 1

2. WHAT WE’LL COVER
1 WHY CONTEXT IS IMPORTANT
2 ELEMENTS OF CONTEXT ANALYSIS
3 CONTEXT MODELS FOR CONTENT PLANNING
4 MAKING CONTEXT ACTIONABLE
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3. DANIEL EIZANS - MODERN MOBILE
PERSONAL PROFILE / SCENARIO CONTEXT MODELS
Dan is a married, 30-year-old digital Self-Directed
strategist at a large advertising agency. Preferential
Active individual that spends a great deal CONTENT NEEDS
of time taking part in outdoor activitie Video
such as climbing, hiking, camping, fishing Configurator/Customizers
and team sports. Photography
Performance Data/Demos
• Currently owns a 2003 Honda CR-V that
he will keep for camping and hauling.
• Car enthusiast who dreams of a vehicle BACKGROUND
that he can enjoy on a commute or on a Relies primarily on OEM websites,
racetrack 5% 4%
third party reviews and technology 5%
sites and magazines when
Models in consideration: Honda researching vehicles
Crosstour, Ford Mustang, Ford Taurus 20% 50%
SHO, BMW M3 and Subaru WRX STi Prefers to research and make initial
contact with dealer through online
methods and is guarded about what
16%
“I want a car that I can information he shares
enjoy on my commute Considers himself knowledgeable
and on the track,” about vehicles and spends a lot of time
in the research portion of shopping
Digital
Indirect
Mobile
Direct
Print
Social
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4. LIFE HAPPENED ...
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5. MY CONTEXT CHANGED
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6. DANIEL EIZANS - EXHAUSTED EXECUTIVE
CONTEXT MODELS
PERSONAL PROFILE / SCENARIO Situational
Dan is a married, 31-year-old father of a Self-Directed
two-month old boy. Attitudinal
• By day Dan works as director of owned CONTENT NEEDS
strategy at a large advertising agency. Video
Detailed Spec Sheets
• By night he prepares bottles, washes Current Offers
cloth diapers and prepares to be spit up Trade-In Calculators
on
• Needs a vehicle that will accommodate
car seats, the family dog and all their gear BACKGROUND
Relies primarily on OEM websites, 2%
• He is currently in Market for a Ford third party reviews and technology
Edge, Ford Explorer, Chevy Equinox sites and magazines when 23%
and Honda CR-V researching vehicles
He needs a vehicle that will allow him to Prefers to research and make initial 57%
express his personal style and get his contact with dealer through online
18%
child to and from daycare. methods and is guarded about what
information he shares. Schedules ALL
appointments and makes vehicle
“I want a car that I won’t selections online.
hate being seen in that fits
Digital Mobile Print
my growing family,” Considers himself knowledgeable Indirect
about vehicles and spends a lot of time
in the research portion of shopping
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7. CONTENT HAS TO
WORK HARDER
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8. 1 WHY CONTEXT?
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9. CONTENT STRATEGY
Helps inform the production of
content that is:
- Findable
- Segmented
- SEO Friendly
- Good For Business
- Useful For Humans
- Useable By Machines
- Maintainable Over Time
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10. PRODUCTS OF CS
It follows that in most cases content strategy
provides one or a combination of:
- Editorial Guidance
- Pillars For Communication
- Content Management Guidelines
- Findability
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11. WHAT IT DELIVERS
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12. CONTEXT = ENGAGEMENT
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13. @danieleizans | #csforum11 13

14. HUMANS = ROBOTS
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15. ROBOTS HAVE WIRES
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16. HUMANS HAVE BRAINS
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17. AND BRAINS ARE TRICKY
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18. PEOPLE THINK DIFFERENTLY
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19. CONTEXT SHIFTS BY DEVICE
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20. ALSO ...
Access Speed
Time Of Access
Temperature
Geography
Cognitive Capacity
Content Familiarity
Etc.
Etc.
Etc.
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21. BE AN ETHNOGRAPHER
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22. 2 ANALYZING USER
CONTEXTS
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23. PERSONAL-BEHAVIORAL CONTEXT
DOING
environmental factors,
Physical Emotional FEELING
physical activity, psychological state, stress
habits, disabilities, level, desires, wants, needs
preferences, sensory stimuli
Cognitive
LEARNING
cognitive assumptions,
learning ability, education
}
CONTEXT DRIVEN PERSONAS
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24. PERSONAL-SITUATIONAL CONTEXT
Task Need Task
Task Situation Task
Need
Need Task
Task Task
Task
SCENARIO REQUIRING CONTENT
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25. SITUATIONAL-BEHAVIORAL CONTEXT
Task Need Task
Physical Emotional
Task Situation Task
Need
Need Cognitive Task
Task Task
Task
CONTEXTUAL CONTENT STRATEGY
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26. EVOLUTION OF USER CONTEXT
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27. CONTEXT MODELS
3 FOR CONTENT
PLANNING
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28. CONTEXT MODELS
Self Directed Situational
Preferential Attitudinal
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29. SELF-DIRECTED CONTEXT
Plans for content based on a
user initiated segmentation
strategy
- Product
- Persona
- Brand/Service Experience
- Content Pathing/Decision
Trees
Examples:
Volkswagen UK | Ford EV For Me
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30. WHEN TO DEPLOY
- Clear segments for content
exist (e.g. Shop, Own, Support)
- High levels of user control and
freedom are necessary (e.g.
research intensive
Engagements)
- Content exists across multiple
platforms
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31. REQUIREMENTS
RESEARCH
- Stakeholder Interviews
- User Panels / Interviews
- Competitive Analysis
- Light Usability Testing
DATA NEEDS
- Site Side Analytics (SSA)
Analysis
- Content Metrics
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32. SITUATIONAL CONTEXT
Plans for content based on
perceived or actual situations
- Physical Location
- Time of Day
- Ambient Data
- Product Specialty
- Life Stage / Event
- Device Limitations & Strengths
Examples:
Webmd.com | Clorox.com
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33. WHEN TO DEPLOY
- Life events require a site’s
service/product/content
- Platforms dictate unique
engagements
- Behavioral motivators
influence decisions
- Complex tasks require
content to provide clarity
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34. REQUIREMENTS
RESEARCH:
- Use case scenarios
- Behavioral/Ethnographic data
DATA NEEDS:
- Engagement Flows
- Cross Platform Strategy
- Legal Permissions
- Privacy Permissions
NOTE: Needs may vary depending on the
execution.
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35. PREFERENTIAL CONTEXT
Plans for content based on user
preferences that have been:
- Self reported
- Assumed
- Mined from social graphs
- Driven by ambient data
- Driven by product insights
Examples:
Amazon | Yelp!
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36. WHEN TO DEPLOY
- Publishers have access and
permissions to user data
- A recommendation engine
or algorithm exist
- A CMS is powering content
- Products/Services have a
heavy social component
- In combination with Self-
Directed Context
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37. REQUIREMENTS
RESEARCH:
- Use Case
- Behavioral
- Taxonomic
- Usability Testing
- Intercept Testing
DATA NEEDS:
- Engagement Flows
- Cross Platform Strategy
- Taxonomy Strategy
- Privacy Permissions
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38. ATTITUDINAL CONTEXT
Plans for content refinement based
on mined user data from:
- Self reported survey
- Site search analytics
- Intercept/opinion studies
- Qualitative panels
Examples:
Various Mobile Apps | ESPN.com | Apple
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39. WHEN TO DEPLOY
- Budget allows for study
- Content/Navigation or
Platform elements are
ineffective
- Numerous segments are
engaged with key site areas
- Product, service dictate
frequent analysis of satisfaction
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40. REQUIREMENTS
RESEARCH
- Opinion Survey
- Intercept Studies
- Panel Testing
- Usability Testing
Data
- Governance Plan
- Analytics Support
- Effectiveness Measures
- Optimization Plan
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41. 4 MAKING CONTEXT
ACTIONABLE
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42. NOT OUR USERS
http://www.flickr.com/photos/tom_weilenmann/51673288/ | Flickr User Tom Weilenmann
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43. EVOLVING
“ The effects of technology do not occur at
the level of opinions or concepts, rather,
they alter “patterns of perception,”
steadily and without any resistance.
”
- Marshall McLuhan (Understanding Media: The Extensions Of Man)
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44. BE THE LADDER
CS
User
http://www.flickr.com/photos/tmtht/4029281127/sizes/o/in/photostream/ | Flickr User: kfjmiller
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45. ENGAGEMENT
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46. BRING THINGS
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47. OPTIMIZE BY ...
1. Collaborating with UX/Research/
Metrics
2. Testing, Testing, Testing
3. Refining, Refining, Refining
4. Collecting, Collecting Collecting
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48. BE USER CENTRIC
“ The way the mind works when
it's looking at something is totally
different than the way the mind
works when it's USING
something.
”
- Gerry McGovern 5 Sept. 2011
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49. CUTE BABY
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50. THANKS.
Daniel Eizans
Web: http://danieleizans.com
Twitter: @danieleizans
SlideShare: http://slideshare.net/danieleizans
LinkedIn: http://linkedin.com/in/deizans
E: daniel.eizans@teamdetroit.com
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