This document discusses how content strategy and content engineering work together to create effective content. It outlines five opportunities to create magic through content: 1) personalization, 2) presentation, 3) authoring experience, 4) reuse, and 5) governance. Each opportunity includes both strategic and engineering considerations. The document emphasizes that both strategy and engineering are needed to prioritize, plan, and execute content initiatives that drive results. It encourages readers to evaluate their own content opportunities using these lenses.
Content Strategy for Mobile Apps | #ConfabCentral 2017Melanie Seibert
UDPATE: Evernote had professional note-takers at this talk—read their notes here: https://www.evernote.com/pub/evernote_examples/confabcentral2017#st=p&n=67344f5e-434f-4f48-96d3-034f9ebfb881
We all love clever app interfaces—but what about the complex content ecosystem in which every mobile app lives? In this talk, you’ll learn about the multiple areas of an iOS or Android app that require a content strategist’s touch, from push notifications to app store listings.
When you understand the content strategy connections between app touchpoints, you’ll have the power to help shape a stellar user experience that will make any app shine.
LavaCon 2017 - Future-proof Your Content: Beyond Traditional Publishing for S...Jack Molisani
This session delineates why the most common publishing methods in today’s technical space cannot survive into the middle of the next decade. Tools and methodologies are required that are scalable for vast increases of “atomic” content and to dozens of more language targets. Discover what the minimum ingredients are for survival in terms of tools, workflows and content strategies.
Content Strategy for UX Designers: General Assembly Guest LectureMelinda Belcher
A quick overview of content strategy—key elements, common types, common deliverables and what to do when you don't have a content specialist on your team. Includes tips and tricks for a successful UX career based on 15+ years in the game, as well as valuable content strategy resources for the UX designer.
More Content, More Channels, More Chill: Your 2022 Self-Care Guide to Content...Kontent.ai
Brands are once again leveling up to deliver seamless digital experiences in 2022. It’s a big win for customers everywhere. But for the content teams behind the scenes, the process from planning to going live can still feel frustrating.
Sound like your team? You’re not alone. And we’ve got the data to prove it. It’s time for a change—and your chance to chill.
In this webinar presentation, you’ll get:
- Exclusive insights on what’s top-of-mind for more than 1,600 content professionals
- A look at how advanced workflows in Kontent by Kentico help teams trust the process
- Actionable tips for improving collaboration and communication to create your best content yet
Watch the webinar: https://kontent.ai/webinars/on-demand/2022-guide-to-content-management
Engaging content can spell out success for you and your company, ultimately resulting in more leads and more customers by facilitating the buying cycle. Join us as Nolin LeChasseur, Partner of Brainrider, hosts a free clinic that explores in depth the world of developing customer-centric content.
What is content strategy? and what does a product content strategist do? Patty Gale explores these themes, provides examples, and leads a discussion at the STC New England Interchange conference on April 24, 2020.
Content Strategy for Mobile Apps | #ConfabCentral 2017Melanie Seibert
UDPATE: Evernote had professional note-takers at this talk—read their notes here: https://www.evernote.com/pub/evernote_examples/confabcentral2017#st=p&n=67344f5e-434f-4f48-96d3-034f9ebfb881
We all love clever app interfaces—but what about the complex content ecosystem in which every mobile app lives? In this talk, you’ll learn about the multiple areas of an iOS or Android app that require a content strategist’s touch, from push notifications to app store listings.
When you understand the content strategy connections between app touchpoints, you’ll have the power to help shape a stellar user experience that will make any app shine.
LavaCon 2017 - Future-proof Your Content: Beyond Traditional Publishing for S...Jack Molisani
This session delineates why the most common publishing methods in today’s technical space cannot survive into the middle of the next decade. Tools and methodologies are required that are scalable for vast increases of “atomic” content and to dozens of more language targets. Discover what the minimum ingredients are for survival in terms of tools, workflows and content strategies.
Content Strategy for UX Designers: General Assembly Guest LectureMelinda Belcher
A quick overview of content strategy—key elements, common types, common deliverables and what to do when you don't have a content specialist on your team. Includes tips and tricks for a successful UX career based on 15+ years in the game, as well as valuable content strategy resources for the UX designer.
More Content, More Channels, More Chill: Your 2022 Self-Care Guide to Content...Kontent.ai
Brands are once again leveling up to deliver seamless digital experiences in 2022. It’s a big win for customers everywhere. But for the content teams behind the scenes, the process from planning to going live can still feel frustrating.
Sound like your team? You’re not alone. And we’ve got the data to prove it. It’s time for a change—and your chance to chill.
In this webinar presentation, you’ll get:
- Exclusive insights on what’s top-of-mind for more than 1,600 content professionals
- A look at how advanced workflows in Kontent by Kentico help teams trust the process
- Actionable tips for improving collaboration and communication to create your best content yet
Watch the webinar: https://kontent.ai/webinars/on-demand/2022-guide-to-content-management
Engaging content can spell out success for you and your company, ultimately resulting in more leads and more customers by facilitating the buying cycle. Join us as Nolin LeChasseur, Partner of Brainrider, hosts a free clinic that explores in depth the world of developing customer-centric content.
What is content strategy? and what does a product content strategist do? Patty Gale explores these themes, provides examples, and leads a discussion at the STC New England Interchange conference on April 24, 2020.
Successful content with a metrics driven approachKevin Nichols
We hear all the time that ‘content is king.’ But if this really is the case, how do we prove it? And how do we continue to improve content and our solutions around it?
For organizations that publish content, metrics and key performance indicators (KPI’s) must prove the worth of content practices and solutions to management teams and decision makers. But ROI is not just about more products being sold, conversions of customers or operational efficiencies gained. In this webinar, learn how to access the appropriate metrics, analytics and KPI’s necessary to make your content useful and intelligent.
Adaptive Content equals Architecture plus Process minus Reality [Noz Urbina, ...Noz Urbina
Adaptive content is one of the most powerful and critical concepts of this decade. It is an attempt to address a never-before-seen diversity of content contexts and platforms, as well as sky-high user expectations. We are in an age where our smartphones are already starting to bore us. What were head-spinning miracles of science and technology less than three years ago “lack innovation” today. With customers assimilating new technologies into their lives and resetting expectations at this speed, the pressure to provide innovative, differentiating and strategically significant content experience is higher than ever. New platforms and interface paradigms are just around the corner. Adaptive content promises to help us address these challenges, but it still takes organisations years to adapt themselves. Noz Urbina focuses on how content architecture and process need to be altered for adaptive content, and what to do when reality sets in.
Developing Customer-Centric Content: A Better B2B Marketing ClinicPardot
Engaging content - the cornerstone of your marketing efforts, right? Whether it's websites, white papers or press releases - you want prospects to find your marketing content findable, relevant, and valuable. Learn how the right content will ultimately result in more leads and more customers by facilitating the buying cycle.
In this webinar you will,
- Identify what kind of content is a good candidate for transformation to learning
- Understand the ecosystem to transform content to learning experiences
- Know how to harness technology and content services to provide a rich learning experience to your employees
- Learn about some tools that can expedite your content transformation journey
Technical SEO Metrics - SMX West 2013 - Dave Lloyd, AdobeDave Lloyd
Technical SEO Metrics presentation from SMX. Includes info on various tools, dashboards, data analysis, technical fixes, browser plug-ins, and how to execute on findings within your organization.
Agile Marketing for SEO - SMX West 2013 - Dave Lloyd, AdobeDave Lloyd
Slides from SMX West presentation. Covers in-house SEO, project management, Agile methodology, maturity model for Agile adoption, and how to execute on Agile internally. Follow me at @davelloyd1
A brief analysis of the Oreo Brand. A brand that started with just a cookie and nowadays consists in an empire of 30+ varieties, many countries and participation in many other brands and products such as Ice Creams, pizzas, fudges and pretty much every thing which is chocolate-cookie-related-thingy..
The data presented here was a result of the work of many people including myself.
It is a case study of the most popular biscuits among children as well as youngsters Oreo Biscuit. It is a research study done while they are promoting their biscuits through social media platform for attracting more customers .
Successful content with a metrics driven approachKevin Nichols
We hear all the time that ‘content is king.’ But if this really is the case, how do we prove it? And how do we continue to improve content and our solutions around it?
For organizations that publish content, metrics and key performance indicators (KPI’s) must prove the worth of content practices and solutions to management teams and decision makers. But ROI is not just about more products being sold, conversions of customers or operational efficiencies gained. In this webinar, learn how to access the appropriate metrics, analytics and KPI’s necessary to make your content useful and intelligent.
Adaptive Content equals Architecture plus Process minus Reality [Noz Urbina, ...Noz Urbina
Adaptive content is one of the most powerful and critical concepts of this decade. It is an attempt to address a never-before-seen diversity of content contexts and platforms, as well as sky-high user expectations. We are in an age where our smartphones are already starting to bore us. What were head-spinning miracles of science and technology less than three years ago “lack innovation” today. With customers assimilating new technologies into their lives and resetting expectations at this speed, the pressure to provide innovative, differentiating and strategically significant content experience is higher than ever. New platforms and interface paradigms are just around the corner. Adaptive content promises to help us address these challenges, but it still takes organisations years to adapt themselves. Noz Urbina focuses on how content architecture and process need to be altered for adaptive content, and what to do when reality sets in.
Developing Customer-Centric Content: A Better B2B Marketing ClinicPardot
Engaging content - the cornerstone of your marketing efforts, right? Whether it's websites, white papers or press releases - you want prospects to find your marketing content findable, relevant, and valuable. Learn how the right content will ultimately result in more leads and more customers by facilitating the buying cycle.
In this webinar you will,
- Identify what kind of content is a good candidate for transformation to learning
- Understand the ecosystem to transform content to learning experiences
- Know how to harness technology and content services to provide a rich learning experience to your employees
- Learn about some tools that can expedite your content transformation journey
Technical SEO Metrics - SMX West 2013 - Dave Lloyd, AdobeDave Lloyd
Technical SEO Metrics presentation from SMX. Includes info on various tools, dashboards, data analysis, technical fixes, browser plug-ins, and how to execute on findings within your organization.
Agile Marketing for SEO - SMX West 2013 - Dave Lloyd, AdobeDave Lloyd
Slides from SMX West presentation. Covers in-house SEO, project management, Agile methodology, maturity model for Agile adoption, and how to execute on Agile internally. Follow me at @davelloyd1
A brief analysis of the Oreo Brand. A brand that started with just a cookie and nowadays consists in an empire of 30+ varieties, many countries and participation in many other brands and products such as Ice Creams, pizzas, fudges and pretty much every thing which is chocolate-cookie-related-thingy..
The data presented here was a result of the work of many people including myself.
It is a case study of the most popular biscuits among children as well as youngsters Oreo Biscuit. It is a research study done while they are promoting their biscuits through social media platform for attracting more customers .
The pursuit for the perfect synchrony between software development and IT operations is still ongoing, and striking the balance won’t happen any time soon. Understand and address these 5 common DevOps challenges to achieve a higher- functioning and collaborative organization.
With thousands of vendors in the marketplace, organizations are overwhelmed with choices around building their marketing technology stack. By evaluating tool choices according to a customer experience maturity model and aligning the results of that evaluation with the customer journey, organizations can make more intelligent choices around process gaps and acquire appropriate technologies to fill those gaps by relying on thoughtful analysis and fitness to purpose rather than being hijacked by slick vendor demonstrations. Using hands-on exercises, Seth Earley and Steve Walker will guide participants through the steps to understanding customer lifecycles and aligning stages with classes of technology in order to improve engagement. Attendees will leave with an approach for developing their own marketing technology blueprint.
“A survey of corporate CIOs and general counsels found that, typically, 69% of the data most organizations keep can – and should – be deleted.”
Compliance, Governance and Oversight Counsel (CGOC) Summit
So what happens to the 69%? Most likely it will get migrated with no rhyme or reason. Just because it seems easier. And the organization is still left with mismanaged, useless information. That’s only one migration scenario. Migrations can be fraught with delays, budget overruns, and overall frustration. Register for this practical and informative webinar on March 25th, sponsored by Portal Solutions and Concept Searching and learn how you can eliminate migration challenges and reach the pinnacle of success.
What you will take away:
• Learn from Portal Solutions, an industry recognized SharePoint firm, the best practices and processes to approach migration
• Understand the key challenges that need to be overcome before migration
• Obtain buy-in and build the business case on why migration adds value and does not just move content from one place to another
• Take away a clear vision of the steps involved during migration and the phases to be accomplished
• Hear about Intelligent Migration technologies using conceptClassifier for SharePoint
• See how the technology is a key component in a migration solution
• Find the ROI of using one set of technologies to facilitate the migration process, and deploy metadata enabled solutions for search, content management, data protection, records management, and any application that uses metadata.
Agile and collaborative documentation production - the key to achieving user ...Andy McDonald
How can agile methods and collaborative content building improve how we do documentation for software users? The role of technical writers is evolving to being architects or a content stratgey, see why.
Component content management systems (CCMS) have dramatically changed the way organizations manage and deliver content. A CCMS, when paired with DITA content, provides return-on-investment benefits to many successful deployments. What are the key ingredients that make up a successful deployment? How do teams identify successful adoption criteria while matching the constant changes within their organizations? How do they gain buy-in to support such a change?
Join Chip Gettinger from SDL for his insights from eight years of working with users of successful CCM deployments using DITA as a content model. He’ll present his findings, trends and tips for a solid adoption.
Synerzip's Top 12 from AGILE2017:
- We Are Going Back Full Circle
- Agile Executive Leadership
- Whole Team Does UX
- Agile Beyond Engineering
- Containerized Microservices=NoOps
- ATDD/BDD Holy Grail
- Dynamic Re-Teaming!
- Estimating Time/Cost
- Get Them Hooked!
- Scaling Agile / SAFe 4.5
- Surprises at Spotify!
- Architect/Architecture
AGILE2017 Conference Overview:
- August 7-11th in Orlando, FL
- 2,200 participants from 40+ countries
- 18 tracks, 284 sessions
- 4 Special Tracks
- Stalwarts
- Experience Reports
- 3-7 min Lightning Talks
- Audacious Salon
- Inspiring Keynotes
- David Marquet, best-selling author of Turn the Ship Around
- Jez Humble, Founder and CTO, DevOps Research and -
- Assessment LLC, UC Berkeley
- Denise Jacobs, Founder and CEO, The Creative Dose
Global Content Strategy and Enterprise Architecture for Real ROI, Sitecore Sy...NavigationArts
Based on the 2014 Sitecore Symposium presentation, we explore the 8 principles of Global Content Strategy & Enterprise Architecture.
Through enterprise content strategy and engagement practices, Sitecore can help organizations realize tangible value, enable rapid deployment and lead qualification, all within a simple to use interface for non-technical users.
NavigationArts will show how to reduce redundancies around content creation, improve brand consistency across platforms, and establish Key Performance Indicators for measuring and improving eCommerce sales and customer satisfaction.
We live in a world of silos - separate systems each with data essential to our daily work. No organization has all its important information in one place - 61% of knowledge workers regularly access 4 or more systems to get the information they need to do their jobs, and 15% need 11 or more systems. Integration to provide a unified view across these systems is very valuable, but it has been difficult to accomplish - even between different Microsoft products. This seminar will show you how to bridge across these silos using a search-based approach that is both quick and powerful.
Building an Innovative Learning Ecosystem at Scale with Graph TechnologiesEnterprise Knowledge
Todd Fahlberg of Enterprise Knowledge, and Amber Simpson, a Senior Manager at Walmart Academy, presented on November 9, 2022 at the KMWorld Conference in Washington, DC on the topic of Building an Innovative Learning Ecosystem at Scale with Graph Technologies. In this presentation, Todd and Amber share how they’re making it easier for Walmart’s learning organization to manage content used by 2.4 million global associates with a custom Digital Library. The presentation provides insight into the challenges they faced and the lessons they learned along the way, in addition to their approach to design and implement the Digital Library. Todd and Amber also detail how and why they used graph technologies to make certain their solution can continue to scale to meet the needs of Walmart’s massive workforce and evolving business needs.
Personalization Content Strategy - Is Your Organization Ready to Personalize ...Big Content Alliance
Personalization requires a robust content strategy to support it. Many organizations are within various levels of maturity to roll-out and support ongoing personalization and evolution.
Kevin Nichols and Kathy Baughman demonstrate operational readiness for personalization with recommendations around a content strategy approach to support for organizations. Any B2B or B2c can benefit from this knowledge; including if:
• You’re just getting started with personalization
• You’ve been experimenting but need a more cohesive approach
• You’ve purchased multiple platforms but still need to optimize your content strategy
From this presentation you will learn:
• How to identify five roadblocks to personalization success
• Tips for turning personalization experiments into cohesive strategy
• How to think contextually about your technology investments
The Global Marketing Center: A Crafter CMS and Alfresco Case StudyCrafter Software
This case study will present how the Global B2B Digital Marketing team in a large financial services organization replaced dozens of fragmented regional websites with a strategic, centralized global platform built with Alfresco and Crafter CMS. The solution benefits from Alfresco's content services for managing both Web content and documents, implementing workflows, and facilitating search. The solution is supplemented by Crafter CMS for content authoring and delivery. We will review lessons learned and summarize the primary benefits and outcomes of this major Alfresco implementation.
Have you been tasked to write a LMS RFP for your organization? Are you also looking specifically at Moodle or Totara for your LMS of choice? Creating an LMS RFP can be a time-consuming task, especially when you don’t have a template to work from. Join James Nicolson, LMS Solutions Engineer, for a live webinar that will cover the need-to-know tips for writing an LMS RFP specifically for Moodle.
You will learn about:
- Specific technical details so that your Moodle/Totara deployment meets your project requirements
- Compatibility and standard requirements for the most popular Moodle plugins
- Hosting requirements for a secure cloud hosting environment
- Frequently asked questions from leading companies who have deployed Moodle LMS
- Implementation tips from leading organizations including: YMCA, Kodak Alaris & Rutgers University
This insightful webinar discusses the pros and cons of Enterprise Content Management (ECM) and Content Lifecycle Management (CLM).
We explore the content management revolution and why using metadata as the core infrastructure will accomplish effective CLM and overcome the current boundaries of ECM operation.
Much ado about nothing? There is a difference between these solutions, and your organization should be ready to leverage your technology investment.
What you will take away:
• The difference between ECM and CLM, and why it matters • How does CLM address compliance, governance, and records management?
• How and why you should set up CLM as an infrastructure framework • How to remove end users from the process of content management, to eliminate errors and rework • What does the digital workplace have to do with anything?
• Why an open connector framework is no longer a nice-to-have, but a must-have
Adopting Data Science and Machine Learning in the financial enterpriseQuantUniversity
Financial firms are taking AI and machine learning seriously to augment traditional investment decision making. Alternative datasets including text analytics, cloud computing, algorithmic trading are game changers for many firms who are adopting technology at a rapid pace. As more and more open-source technologies penetrate enterprises, quants and data scientists have a plethora of choices for building, testing and scaling quantitative models. Even though there are multiple solutions and platforms available to build machine learning solutions, challenges remain in adopting machine learning in the enterprise.In this talk we will illustrate a step-by-step process to enable replicable AI/ML research within the enterprise using QuSandbox.
Similar to 5 Reasons Content Strategy & Content Engineering Go Together Like Milk and Oreo Cookies! (20)
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
For too many years marketing and sales have operated in silos...while in some forward thinking companies, the two organizations work together to drive new opportunity development and revenue. This session will explore the lessons learned in that beautiful dance that can occur when marketing and sales work together...to drive new opportunity development, account expansion and customer satisfaction.
No, this is not a conversation about MQLs and SQLs. Instead we will focus on a framework that allows the two organizations to drive company success together.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
6. YOUR MAGICAL “OREO” MOMENT
demands capabilities like these…
• Agility – Adapt and respond
• Scalability – Extend to other brands, products,
audiences / customers, or purposes
• Repeatability – Replicate each day, week, month
• Audience Engagement
• Efficiency
• Revenue / Conversion
TO GET RESULTS LIKE THESE…
7. MAGIC FEELS MAGICAL,
but it’s an illusion that’s
planned and engineered
To Create Content Magic, You Need
STRATEGY + ENGINEERING
14. Technologies that Impact
Content Personalization
Browser / Presentation A/B or Multivariate Testing
Content Management System
Web & Mobile Analytics
Social
Media
Listening &
Mgmt
DMP
Ad Mgmt /
DSP
CRM
DAM /
VMP
Tag Mgmt
User MgmtCommerce
Campaign
Mgmt
Content
Sourcing
18. • It’s a big effort. Start small!
• If it requires a user to work hard or feels
intrusive, personalization usually fails.
• Consider the availability / uptime of your
systems.
1. Personalization
21. 2. Presentation: Strategy
• Is your content easy for your systems to access and for
search engines to find?
• Do you need multiple versions of some content to
account for extreme screens?
• Do you prioritize the right content for your users?
22. • 11% of mobile users entered
through photo pages
• 60% of users bounced
WHY?
23. • Only a cryptic caption
presented with photo
• No orienting details
presented
24. 2. Presentation: Engineering
• Responsive vs adaptive?
• Browser vs server side scripting? What are the
opportunities and challenges with caching?
• Which SEO “tricks” will help you and which can hurt you?
28. • It’s about much more than design. Plan for
significant content work.
• Content metadata is your friend.
• Dream big, but balance against content,
design, and development effort.
2. Presentation
29. Your 5 Opportunities to Create Magic
1. Personalization
2. Presentation
3. Authoring Experience
31. 3. Authoring Experience: Strategy
• Does your process and content lifecycle
drive your systems’ workflow?
• Do you have templates that help enforce
your standards?
34. 3. Authoring Experience: Engineering
• Workflow about more than create and publish. What
about enhancement? Transcreation? Syndication? Video?
• Is your presentation layer locked down while allowing
flexibility for your CMS users?
• Are your user-generated content contributions going
unchecked?
39. • Better authoring experience = better content
capability.
• Train in more than tools. Train in process and
connection of process to strategy.
• Be wary of out-of-box workflow. Review
capabilities impact your ability to componetize
and reuse.
3. Authoring Experience
40. Your 5 Opportunities to Create Magic
1. Personalization
2. Presentation
3. Authoring Experience
4. Reuse
41. 4. Reuse
STRATEGY
• Reuse vs Repurpose vs
Reimagine
• Single Source
• Content Structure
Engineering
• Enhancement
• Granularity
• Contextualization
42. 4. Reuse: Strategy
• Is reusing appropriate? Do you need to reimagine
instead?
• Is your content structured at a granular enough
level to support reuse?
43. 43
Modeling Reuse Potential Revealed
Need for One Description
Product Template
Product Page
Product
Description
Print
Collateral
Search Results
News Feed
44. 4. Reuse: Engineering
• What tools will you use to manage your content metadata
and attributes?
• How will reusing content chunks affect your ability to review
and approve content in context?
• Will you need a digital asset management system for all of
the variations of your modular content?
45. • Align reuse with your personalization,
presentation, and authoring plans.
• Learn the science and art of content modeling.
• Reuse has some complications that can balance
out efficiencies. Ensure you have the right
technology foundation.
4. Reuse
46. Your 5 Opportunities to Create Magic
1. Personalization
2. Presentation
3. Authoring Experience
4. Reuse
5. Governance
47. 5. Governance
STRATEGY
• Centralized vs Decentralized
or Embedded Models
• Empowerment to Scale
ENGINEERING
• Roles + Responsibilities
• Technology Selection
• Scale
48. 5. Governance: Strategy
• Do you have the right mix of oversight and autonomy,
with clear roles and responsibilities?
• Do you empower contributors and stakeholders with a
conversant and collaborative culture?
49. A sneak peek behind the scenes…
We’re creating videos and
rich content for the
product launch.
We might be, too.
What exactly do you
mean by rich content?
Wait, so are we.
SILO
SYNDROME!
50. 50
Are your teams conversant in
your content strategy?
VISION VOCABULARY WISDOM
51. Content Strategy Training + Brief
51
I’m seeing people ask more
questions like the ones in
the Brief and do more
planning at the front end of
a content project.
Diane Bunton
Marketing Director, Global Online Content
Operations, Dell
!
1
Content Strategy Brief Template
Our Content Strategy At-a-Glance
Our content will ______________________________________
___________________________________________________
___________________________________________________
By
o ____________________________________________
____________________________________________
o ____________________________________________
____________________________________________
o ____________________________________________
____________________________________________
o ____________________________________________
____________________________________________
How We Will Carry Out the Strategy
Will we curate existing content, edit existing content, or create new
content?
___________________________________________________
___________________________________________________
___________________________________________________
52. 5. Governance: Engineering
• How are business needs requiring IT support staffed?
Prioritized?
• Can existing systems support your effort? Are problems
because of the technology or its implementation?
• What is the process to select new technologies and integrate
into the enterprise architecture? Who manages the vendor
ecosystem?
54. Expanded Content Matrix
54
Copy Links & Urls
Templates and Modules
Dynamic vs Static Content
Channels (for Reuse)
SEO & Other Meta Data
55. • Think of your team(s), processes, and
technology as one big system.
• Collaboration is oil to keep the system
running smoothly.
• Campaigns are a way to see some quick wins,
but the enterprise lens is the holy grail.
5. Governance
56. Your 5 Opportunities to Create Magic
1. Personalization
2. Presentation
3. Authoring Experience
4. Reuse
5. Governance
6. Evaluation
58. THE CONTENTWRX
VISION
It’s rewarding to see
our progress + to tell
that story to our
stakeholders.
I see opportunities for
some “quick wins” +
bigger changes.
Vision: Actionable Content Intelligence
59. THE CONTENTWRX
VISION
It’s rewarding to see
our progress + to tell
that story to our
stakeholders.
I see opportunities for
some “quick wins” +
bigger changes.
DID WE ALL SHOP
AT THE SAME
SHIRT STORE?
Vision: Actionable Content Intelligence
61. 61
Before Tools: Ask the Right Questions
Going through the data
mining process and asking
the right questions is the
hardest part.
With seemingly unlimited
data and finite time,
narrowing the scope to
yield meaningful answers
is critical.
Alan Segal
Senior Director
Business Intelligence
Cox Media
62. The Opportunities for Content Magic
ARE NEARLY ENDLESS
Content Strategy + Content Engineering Will
Help You PRIORITIZE, PLAN, + PERFORM
63. START CREATING
YOUR OWN MAGIC…
• Look at your content opportunities through the
lenses of strategy and engineering.
• Consider the content maturity model in our joint
white paper: www.kanbansolutions.com.
• Learn more from the article What Is Content
Engineering? in Chief Content Officer or at
contentmarketinginstitute.com.