Make contentassetstc slides

Jake Campbell @scriptorium, @JakeScriptorium
Making Your Content a Company Asset

@scriptorium, @JakeScriptorium
• Technical Consultant at Scriptorium
• Plugin developer and content
strategist
• Avid game designer
• Web site: scriptorium.com
• Blog: scriptorium.com/blog
• Podcast: scriptorium.com/content-
strategy-experts-podcast/
Jake Campbell

• Established in 1997
• North Carolina corporation,
based in Durham/RTP
• Content strategy and
solution implementation
• Technology agnostic
About Scriptorium

• Content as an asset
• Holistic customer journey
• Internet of Things aka
connected enterprise
• Improving search
• Digital business
transformation
Agenda

Good content is an asset.

“changing the world  
by spreading the  
knowledge of innovators.”
Tim O’Reilly, founder of O’Reilly Media
Technical information is…

• Meets regulatory
requirements
• Enables customer to use a
product successfully
• Provides reference
information to prospective
buyer doing research
• Supports brand message
How is content an asset?

Slack

• Meets regulatory
requirements
• Enables customer to use a
product successfully
• Provides reference
information to prospective
buyer doing research
• Supports brand message
Assets gone wrong…
• Product is recalled because of
incorrect content
• Frustrated customers return
products
• Prospective buyers don’t ﬁnd what
they need to know or, worse, ﬁnd
only the competition’s content
• Contradicts brand message

• Technically wrong
• Out of date
• Not appropriate for target
audience
• Contradicts the branding
• Bad execution
Content as a liability

Bad execution

Technically wrong

Content/translation error

Not appropriate for target audience

Production quality error

Contradicts the branding

Is your content an asset or a liability?

The hierarchy of content needs

Minimum viable content
http://www.scriptorium.com/2014/03/a-hierarchy-of-content-needs/

Asset or liability?
Liability
Asset

Is your content  
an asset?

Holistic customer journey

Content types are converging.

Marketing funnel

Customer journey

• Body Level One
• Body Level Two
• Body Level Three
• Body Level
Four
• Body Level
Five
Buy
Customer
journey
Buy
Marketing
funnel

You don’t
matter.
Content strategy 
in the marketing funnel
Buy
You matter!

Pre-sales versus post-sales
Factual
• User documentation
• Training materials
• Knowledge basePersuasive
• Product overview
• Advertising
• White paper

Content strategy  
in the customer journey
Buy
You matter.
You matter.
You still matter.
And even
here, you
matter.

Convergence
• Persuasive
• Factual
• Advertising
• Product overview
• White paper
• User documentation
• Training materials
• Knowledge base

A sad story…

Before the sale

I feel the love.

After the sale

A Q-clip sheet?

This is…fun

I do not feel the love.

Wait.What’s this?
ﬁtlookup.yakima.com

You can’t control
content use in the
customer journey.

Connected enterprise  
(“the Internet of Things”)

• Communicate with devices
in your “smart home”
• Get information
• Perform actions
Connected home

• Connected factory
• Industry 4.0
• Robotics/automation
Connected devices in the enterprise

IoT concerns

• Location-aware
• Time-aware
• Context-aware
• System-aware
IoT devices require intelligent content
https://siderite.blogspot.com/2016/06/clippy-is-baaack-on-my-blog.html

Remember context-sensitive help?

Location and time context

System context

• Need the right (small) chunk
of information
• Need metadata to identify
which contexts that chunk is
relevant to
• Need code to glue things
together
The content perspective on context

Improving search

• Searchability
• Findability
• Discoverability
Improving search

• The information is exposed
to a search engine
Searchability

• The information shows up
when people search for it.
• It performs well with certain
keywords
• The search engine has
graded the content as
relevant
Findability

• Other people create links to
your content
• Other people recommend
your content
• Reputation matters.
Discoverability

• Body Level One
• Body Level Two
• Body Level Three
• Body Level
Four
• Body Level
Five

Your reputation affects
content distribution.

Digital business transformation

• No more back-formation of
data
• Single source of truth
• Content is derived from data
• Content is not data storage
Data hygiene

Product engineers 
create in CAD
Tech pubs  
captures information
Product specs change
NOPE

The document
is now the
source of truth.

Not an appropriate role
for tech pubs

• Traceability
• Content usable in various
forms
• Distribution
• Localization workﬂow
Content management 1.0

• Where did content come
from?
• Who authored it?
Traceability

• Content is created
• Then formatting applied
• Content is not locked in to a
speciﬁc presentation
Content usable in various forms

• Personalized
• Dynamic
• Various media
• Push (email, docs in the box)
• Pull (web site)
Distribution

• Reduce
• Reuse
• Recycle
Localization workﬂow

You must consider
localization.

Content as an asset
Holistic customer journey 
Internet of Things aka  
connected enterprise
Improving search 
Digital business  
transformation 
Go beyond “technically accurate”
Understand how content is used
in the customer journey
Requires modular, ﬂexible
content
Requires attention to metadata
and information architecture
Clean workﬂows
Content trends

• Focus on hierarchy of
content needs
• Modular content
• Metadata to support search
• Single source of truth
To-do list

• Experiments
• Proof of concept
• Pilot projects
Getting started

• No external dependencies
• Not too simple, not too
complex
• Shorter timeframe  
(3–6 months)
• Need new functionality not
available in current workﬂow
• Limited risk
Good pilot projects

Questions?
@scriptorium, @JakeScriptoriumJake Campbell

Thank you.
@scriptorium, @JakeScriptoriumJake Campbell

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