SlideShare a Scribd company logo
Colleen Jones, @leenjones
Scalable Content Strategy
from Nice Thought to Viable Vision
2	
  
Promising Pilot Scalable Success
3	
  
Promising Pilot Scalable Success
36% Increase in Weekly Sales
The 2 Es of Scalable Content Strategy
valuatione
WHAT IS
CONTENT
EVALUATION?
It’s a constant, ongoing
assessment of whether
your content is working
and why.
5	
  
GREAT EXPECTATIONS FOR CONTENT
•  11% of mobile users
entered through photo
pages.
•  60% of users bounced.
WHY?
WHAT’S
WRONG
WITH THIS
CONTENT?
WHAT’S YOUR BIGGEST
FRUSTRATION WITH
EVALUATING CONTENT?
10	
  
FIND TOOLS TO AUTOMATE
THE GRUNT WORK
Tool Gap Assessment
!
contentwrx.com/content-evaluation
11	
  
Content
Evaluation
Framework
3 PILLARS OF
SMALL DATA
SUCCESS
12	
  
actionable
content
intelligence
contentwrx.com
The 2 Es of Scalable Content Strategy
ngineeringevaluation
WHAT IS
CONTENT
ENGINEERING?
It’s planning the
technology to deliver
the right content.
14	
  
CONTENT
PEOPLE
TIME
CHANNEL
ENGINEERING PERSONALIZATION
16	
  
ENGINEERING PERSONALIZATION?
CONSIDER ACROSS CHANNELS…
What are the OPPORTUNE MOMENTS
to personalize?
17	
  
OPPORTUNE MOMENT
for personalization
Post Purchase Email
Product	
  Tips	
  
Related	
  products	
  
Related	
  condi:on	
  
ENGINGEERING PERSONALIZATION?
CONSIDER ACROSS CHANNELS…
What are the OPPORTUNE MOMENTS
to personalize?
Is your content ARCHITECTED to reuse in
those opportune moments?
19	
  
ARCHITECTING CONTENT FOR OMNICHANNEL REUSE
20
PRODUCT
DESCRIPTION
WEB + OFFICE
COLLATERAL
SEARCH RESULTS
 PERSONALIZED
NEWSROOM UPDATE
CUSTOMER WEB PAGE
PERSONALIZED
EMAIL NOTICES
FINANCIAL ADVISOR
WEB PAGE
IS YOUR CONTENT ARCHITECTED FOR THE FUTURE?
QUESTIONS?
Colleen Jones
@leenjones

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