Making marketing content intelligent

CIO Enterprise Content Center of Excellence | ©Copyright IBM Corp, 2014, 2015 @James_Mathewson @ditaguy • #intelcontent 1
Making marketing content intelligent
James Mathewson | @James_Mathewson
Global Search and Content Marketing
Michael Priestley | @ditaguy
Enterprise Content Technology Strategy
Content owners: James Mathewson, Michael Priestley, Mike Harris Last updated: 17 March 2015

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AGREEMENT GOVERNING THE USE OF IBM SOFTWARE.

• We’ve been here before
• We know what we need
• We all want the same thing
• We want intelligent content management
• Across an enterprise ecosystem
Making marketing content intelligent

We’ve been here before

The Evolution of Content Marketing
How many of these projects could scale? How many of
these content projects could be easily reused by other
divisions or departments? How many could be repurposed
without major human intervention? How many could even be
found after the campaign was over?
Joe Pullizi, The Evolution of Content Marketing Will Include Intelligent Content

The Evolution of Content Marketing
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
Joe Pullizi, The Evolution of Content Marketing Will Include Intelligent Content

Intelligent Content Across the Organization
The benefits of using intelligent content principles
can be even more dramatic for marketing content
than for technical content.
Rahel Bailie, Intelligent Content Across the Organization

We know what we need

9© 2014 IBM Corporation
Reading
Scrolling
Clicking
Relevant?
Right and quality
assets?
In every decision point of Emily’s journey, well-structured
content is critical to deepening her relationship with IBM
Emily clicks
external drive-to
Organic search 70%
Ads/other paid 20%
Earned/social 10%
Emily lands
on
ibm.com
page, and
scans it
for relevant
content
180K per day
no
Emily engages
with ibm.com
yes
Bookmark/RSS 40%
Deep dive 30%
Respond 20%
Like/share 5%
Comment/connect 5%
no
yes
Adversary
Emily goes away and is more likely
to amplify negative brand
impression in social circles
Advocate
Emily is more likely
to amplify positive
brand impression in
social circles

From taxonomy to structured content strategy
Ontologies
TaxonomiesSemantic
variants
Structured
content models
Hierarchies
Link data
Related
values
Contextual
variants
Syntactic
variants
Relevant
content
Client
UX
rules

Challenges with the current state
• Content is page bound, which presents many challenges:
oFindability: Page-bound content forces users to consume more than
they need in order to find a few salient nuggets within them
oShareability: Nobody shares pages. Users share assets—videos,
infographics, articles, etc.
oAdaptability: Large pages tend to turn into infinite scrolls when
converted to mobile screens. Forcing users to consume the whole page
to get the content they need is bad UX
oMeasurability: Users of pages focus their attention on areas of the
page and their clicks on particular assets. Outside of heat maps,
measurement systems aren’t up to separating poorly producing assets
from those that perform well within the same page

//Subject taxonomy transformation
From To
Flat file Ontology
IBM nomenclature Client language
Required everywhere Contextual requirements
Managed centrally Governed by community
Look-up tables Author tagging assistance
Show users our back-end Hide the codes, show the values

Customer-Focused Insights
Information Architects
Portfolio Marketing
Managers
Content Marketing
Managers
Content Strategist
SEOs
Paid Search Managers
Authors
UX Designers
Developers
Client Journey Tool
Acrolinx
Editors
Production Managers
Webmasters
Web Analytics Specialists
Cross Functional Digital
Leads
IBM Content Data Cube outputs are designed around the needs of its many customers.
Customers
Roles
Apps
Executives
Next Gen Authoring Environment
CIO’s Performance Dashboard
Sales Lead
Social Media Marketers
Voices
Compass
Performance Marketing
Managers
Productized Services
Page Governance
Webmaster Optimization Reports
Keyword Governance
Taxonomy / Ontology
Consulting
Content Effectiveness Reporting
Link Audits
Content Audits
Technical Audits
Social Audits
Competitive Landscape
Internal Link Recommender
Performance Dashboard
Strategic Value PropPd. Search Reports
Content Investment ROI
Share of Search
Performance Trending
Content Calendar
Data-Driven InsightsSelf-Service Reports &
Services
SEO Keyword Planner
Optimization Recommendations
Opportunity Scenarios
User Intent Modeling
Keyword Discovery
SEO Workflow Manager
Pages
Keywords
Audit Scores
Ranking Data
Link Data
Task Management/Opportunity Status
Paid Search Insights
Rio Social Tagging
Competitor/Aggregator Engine
Site Section
Keyword Ownership
Page Ownership
Escalation Path
Blueprint
Crawler Outputs
Budgets
Crawler Errors
APIs
&
Feeds
Business
Logic &
Ontology
IBM Content Data Cube
Response Scores
Offer Performance Guidance
Media Relations
Practitioners
MAM
13

Customer-Focused Insights
Information Architects
Portfolio Marketing
Managers
Content Marketing
Managers
Content Strategist
SEOs
Paid Search Managers
Authors
UX Designers
Developers
Client Journey Tool
Acrolinx
Editors
Production Managers
Webmasters
Web Analytics Specialists
Cross Functional Digital
Leads
IBM Content Data Cube outputs are designed around the needs of its many customers.
Customers
Roles
Apps
Executives
Next Gen Authoring Environment
CIO’s Performance Dashboard
Sales Lead
Social Media Marketers
Voices
Compass
Performance Marketing
Managers
Productized Services
Page Governance
Webmaster Optimization Reports
Keyword Governance
Taxonomy / Ontology
Consulting
Content Effectiveness Reporting
Link Audits
Content Audits
Technical Audits
Social Audits
Competitive Landscape
Internal Link Recommender
Performance Dashboard
Strategic Value PropPd. Search Reports
Content Investment ROI
Share of Search
Performance Trending
Content Calendar
Data-Driven InsightsSelf-Service Reports &
Services
SEO Keyword Planner
Optimization Recommendations
Opportunity Scenarios
User Intent Modeling
Keyword Discovery
SEO Workflow Manager
Pages
Keywords
Audit Scores
Ranking Data
Link Data
Task Management/Opportunity Status
Paid Search Insights
Rio Social Tagging
Competitor/Aggregator Engine
Site Section
Keyword Ownership
Page Ownership
Escalation Path
Blueprint
Crawler Outputs
Budgets
Crawler Errors
APIs
&
Feeds
Business
Logic &
Ontology
IBM Content Data Cube
Response Scores
Offer Performance Guidance
Media Relations
Practitioners
MAM
14

We need intelligent content management

Content management must evolve
Copy and paste
• Create variants
manually
• Inconsistent
content
• Poorly maintained
• Horrible search
Authoring reuse
• Create variants
automatically from
single source
• Consistent content
• Well maintained
• May have missing
search results
Runtime reuse
• Create variants
dynamically from
single source
• Consistent and well
maintained
• Focused search
results

Control common
elements
Apply metadata
for filters and
adaptive display
Share content
across
collections
Assemble and
filter
Generate outputs
For marketing content
Product
list
Legal
notice
Benefits
Mention a
product
Item for CMO
Item for CIO
Case study
Tech
overview
Disclaimer
Preview
Details
Whole
CIO
variant
Adaptive
HTML5
PDF
EPUB
Other…
JSON
CMO
variant

Title: macys’.com: …
Section: Overview
Section: Solution components
Section: The inside story …
….
Case study content model
Lightly constrained, unchunked
Provides flexibility, but doesn’t enforce
consistency or provide much additional
semantics
•Limit the available elements to only those
useful in the marketing domain
•Add some additional metadata
•Does not require mature understanding of
content requirements
•Minimal reuse capabilities
Collection
Title: macy’s.com: Focusing…
overview
Requires a list (and only a list is allowed)
solution components
Requires a list of products
inside story
Requires a title
Requires “Changing the mindset”
Requires “Changing the metrics”
Requires “Aligning IT with the business”
…
Tightly constrained, chunked
Provides consistency and additional
semantics, but is much less flexible
•Defines required and optional elements
•Defines required structure and sequence
•Constrains available content at lower level of
detail
• Requires mature understanding of content
requirements
•Scalable reuse

1. Plan for the context – the audience,
industry, products involved, etc. and add
this as metadata
2. Search the CMS for reusable content
components, for example feature
overviews and solution lists
3. Review the existing material and
enhance or contextualize if necessary
4. Assemble the existing components into
a new outline or map
5. Identify missing content and write new
material to fill the gaps
6. Add new material to the CMS, ensuring
that it’s available for reuse and is
classified with descriptive metadata
7. Build the new document
Authoring intelligent content

Across an enterprise content ecosystem

People work together, so our technology has to
Integration across silos
to support collaboration
across teams
Integration of end-to-
end processes to
enable continuous
delivery
Operations
team
Knowledge
center
team
Ibm.com
site
Software
architect
Design
content
strategist
Content
marketing
strategist
Software
developer
Content
developer
Marketing
author
Deliver and
maintain
Plan and
design
Author and
reuse
Collaboration
Continuousdelivery
Integration and
Optimization

Learning plan
Author and reuse across silos
Training
Product docs
Marketing
Sales
Course
Tutorial
Steps
Tutorial
RFP
Feature
Benefits
Case study
Feature
overview
Business
benefits
Knowledge center product collection
Tutorial Feature Steps
Feature
Benefits
Feature
overview
Case
Study
Benefits
InstructionalContent
Steps

Reuse catalog
• Quickly assemble and filter
components for new
campaigns/journeys
• Reuse of both assembled and
component content
• Can reuse dynamically –
always pick best match for
criteria, regardless of origin
• Measure performance at
component level
Runtime reuse
Benefits
Tutorial
Feature
Steps
Case
study
Dynamic
collection
For criteria:
• CIO
• Learning
• Interests in
cloud, security
• Banking industry

Content delivery must evolve
Static design
Produce
separate content
for mobile vs
desktop
Responsive
design
Same content
reflowed for
every device
Adaptive
design
Content is
shown or
hidden as well
as reflowed
based on
device, as well
as other
criteria like
audience,
location

Barriers to collaboration
Process
Lack of governance
Lack of feedback
Culture
Lack of incentives for reuse
Incentives for reinvention
Content
Inconsistent content types
Inconsistent classification
Technology
Lifecycle silos tie authoring to delivery
Formats tie content to authoring system

Breaking down silos
• Build a bigger silo?
There’s no silo big enough to cover cross-
company reuse scenarios
• Integrate across silos?
Requires that every reuser have access to
every source system
• What about portable content?
Requires content that can be exported from a
repository with its structure, metadata, and
relationships intact
Requires independent, cross-vendor standards

Legal
IBM and the IBM logo are trademarks of International Business
Machines Corp., registered in many jurisdictions worldwide.
Other product and service names might be trademarks of IBM or
other companies. A current list of IBM trademarks is available on
the Web at “Copyright and trademark information” at
www.ibm.com/legal/copytrade.shtml

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