The document summarizes a webinar on content strategy for brands. It discusses the vision gap between brands' content strategies and reality, and how leadership, operations, and content systems can hinder scaling content. It also covers trends in content strategy like expanding content toolkits, analyzing content processes, measuring attention rather than just outputs, and how the rise of content could lead to "content shock" if brands don't adapt. The document advocates developing a taxonomy as a strategic asset to enable digital initiatives and help overcome challenges of personalization and publishing with the rise of the Internet of Things.
2. Today’s speakers
2
Antony Mayfield
CEO
Jason Ryan
COO
Lauren Pope
Digital Consultant
The gap between
vision and reality
in content
strategy
Scaling content Trends in content
strategy
30. 30
Taxonomy
!
The practice and science of
classification.
!
Originally taxonomy referred only
to the classifying of organisms
(taxa).
!
More generally, it refers to a
classification of things or
concepts, and the principles
underlying such a classification.
popchartlab.com
31. 31
Ontology
!
Part of the branch of philosophy
known as metaphysics, ontology
is the study of the nature of
being, existence, and reality.
!
In particular it deals with concept
categorisation and relationships.
!
Ontology is concerned with what
entities exist and how they can
be grouped, related and
subdivided according to their
similarities and differences.
emiliosanfilippo.it
35. 35
“Find me all stories with
analysis from ...”
“Find me the share price
history of...”
“Find me other members of
this party...”
“Find me all the stories with
quotes from...”
“Find me all the stories
involving...”
“Find me all programmes
featuring...”
With linked data, tags provide
meaningful concepts to the audience
and journalists
!
We can ask more intelligent questions
of our content
!
We can make more meaningful links
BBC Vote 2014
36. 36
- BBC working on their ontologies for years. The work is
never finished.
- The approach is ‘minimum viable ontology’ - completed
the first version quickly and iterate for future elections.
- Semantic tagging is based on use cases and user stories:
this provides context and helps users find what they are
looking for.
The BBC approach
37. New York Times
37
- “We need to think more about resurfacing
evergreen content, organising and
packaging our work in more useful ways and
pushing relevant content to readers. And to
power these efforts, we should invest more
in the unglamorous but essential work of
tagging and structuring data.”
- “Without better tagging, we are hamstrung
in our ability to allow readers to follow
developing stories.”
- “Just adding structured data ... immediately
increased traffic to our recipes from search
engines by 52 percent.”
38. A taxonomy is a
strategic brand asset that
delivers
business and customer
value
38
39. A taxonomy is a
foundation for all digital
initiatives and
developments
39
45. Analysing content processes
- Looking at the effectiveness
of content processes.
- Calculating the real cost of
creating content, end-to-end.
- Streamlining processes, and
focusing on work that
creates the biggest impact.
51. “We’re a business, and if this
wasn’t successful we would
pull the plug. That we’re
expanding this program as
fast as possible should tell
you something.”
Ashley Brown, Coca-Cola, on Coca-Cola Journey, http://bit.ly/1hDyYut
52. Content for customer experience
- A content strategy that
doesn’t try to emulate a
publisher, but remembers
what the brand is for, and
what its customers want
from it.
- Content that pulls rather
than pushes.
Enjoyable
Easy
Meets needs
Source: Forrester
54. COPE
- COPE has been the ‘next big
thing’ since 2009, but may
become mainstream soon,
thanks to mobile.
- It aims to:
- separate content from
display;
- ensure content modularity;
- make content portable.
Create
Once
Publish
Everywhere