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ATLANTA CONTENT STRATEGY
July Meetup
www.meetup.com/Content-Strategy-Atlanta




WHAT IS
CONTENT STRATEGY


 Sponsored by

                                          July 9, 2009   July 9, 2009
                                                                Dom Darda Photo
I’m Colleen Jones,
Chair of CHI*Atlanta.
Thanks for caring about content!
UM, WHAT IS CONTENT?
Content is…
“the text, graphics, video,
and audio that make up an
interactive experience.”

Kristina Halvorson
“Death to Lorem Ipsum and Other Adventures in
Content”
Adaptive Path Essays




                                                Darwin Bell Photo
Content is…
“king!”

Karen McGrane
Content is King!
From Business to Buttons
CONTENT DESERVES STRATEGY


 But we don’t always treat it
         that way.
WE PUT OFF CREATING
CONTENT….
  …AND DELAY OUR PROJECTS
   (NOT TO MENTION RESULTS).
WE MAKE CONTENT SECONDARY
TO DESIGN…




….AND DELIVER SHINY BUT EMPTY CANDY WRAPPERS.

                                           Alyson Hurt Photo
WE TRY OUT NEW CHANNELS…
….BUT DON’T GOVERN THEM TO KEEP
 FRESH CONTENT FLOWING.




                                  Kathleen Tyler Conkin Photo
So, what is content strategy?
Content strategy is…

“the practice of planning for content creation,
delivery, and governance.”

Kristina Halvorson,
Content Strategy for the Web (forthcoming)
Content strategy is…

“an emerging field of
practice hatched out of user
experience design.”

Jeffrey MacIntyre
“Content-tious Strategy”
A List Apart
Content strategy helps you
  make content choices.
Sound useful? Now what?
1. Don’t Miss This Event AUGUST 6
 WEB CONTENT STRATEGY:
 Where UX, Marketing, & IT Meet
 Register at www.atlantaima.org                  Kristina Halvorson
                                  Author, Content Strategy for the Web
                                                President, Brain Traffic
Brian Ikeda, Philips Design
Karen McGrane, Bond Art+Science
John Muehlbauer, IHG
Ryan Esparza, CMS Consultant


Sponsors
2. Read, Connect, & Read More

CONTENT STRATEGY KNOL
(Google unit of knowledge)

THE WEB CONTENT STRATEGIST’S BIBLE
CONTENT STRATEGY FOR THE WEB


International Email List           Twitter
(Google Group)                     #contentstrategy
http://tinyurl.com/csgooglegroup
3. Hang With Us

TONIGHT’S AGENDA
• Discovering the Need for Content
  Strategy at Philips Design
  Katie Riddle

• The Importance of Content to
  Product Strategy at AutoTrader
  Greg Vilines

• Web Content Strategy at UPS.com
  Richard Sheffield

                      MANY THANKS TO OUR HOST
Discovering the Need for Content Strategy
             at Philips Design
It all starts with brand…
                                                                     Macro


Philips
Philips
Healthcare

             Business        Business             Business        Business
              Line            Line                 Line            Line



             Product    Product         Product         Product    Product




                                                                    Micro
Where does content fit in?




As referenced by Kristina Halvorson in
Content Strategy: The Myth, The Mania, The Mayhem
Where does content fit in?




As referenced by Kristina Halvorson in
Content Strategy: The Myth, The Mania, The Mayhem
Where does content fit at Philips?
(ideal)
The world of Philips web presence




 Possible
 user paths
Mapping content strategy to Philips
design process

   Activities
     ◦ Gather business requirements
     ◦ Determine content requirements
     ◦ Participate in initial planning
       meetings
     ◦ Set criteria for success

   Deliverables
     ◦ Content brief
                                         INITIATION
Mapping content strategy to Philips
design process (cont’d)
   Activities
     ◦ User research
         Identify key user tasks/goals
     ◦ Content audit and evaluation
     ◦ Content matrix
     ◦ Identify and interview content providers
         Get list/location of source materials
     ◦ Competitive analysis
     ◦ Establish key themes and topics
     ◦ Map user goals and biz req. to themes
     ◦ Present findings to client
   Deliverables
     ◦ User, competitive and content provider
       research findings
     ◦ Key themes and mapping                     ANALYSIS
     ◦ User personas
     ◦ Gap analysis
Mapping content strategy to Philips
design process (cont’d)

   Activities
     ◦ Work with IAs to create site map
     ◦ Create user scenarios, using user
       tasks/goals

   Deliverables
     ◦ Key messaging and themes
     ◦ Editorial guide (incl. style/tone)
     ◦ Standards document
     ◦ Sample content for comps
                                            CONCEPT
Mapping content strategy to Philips
design process (cont’d)

   Activities
     ◦ Create style guide
     ◦ Create or edit site copy
     ◦ Map workflow for ongoing content
       maintenance


   Deliverables
     ◦ Copy deck
     ◦ Content governance plan (workflow
       and maintenance)
                                           FINALIZATION
Mapping content strategy to Philips
design process (cont’d)

   Activities
     ◦ User research

   Deliverables
     ◦ User research findings




                                EVALUATION
About the author




Katie Riddle
678-471-1730
katie@riddlecommunications.com
Why Content is
Important to AutoTrader
Classics
 Greg Vilines - Product Manager
AutoTrader Classics Overview
• Autotrader Classics (ATX) is a
  multi-channel business unit in
  the AutoTrader family, with 6
  print titles alongside
  autotraderclassics.com

• Focuses on vintage and late-
  model enthusiast and
  collectible vehicles

• Primary online revenue streams
  are classified advertising from
  dealerships and private sellers,
  supported by online advertising


      We sell content!
ATX Rebranding and Relaunch
•   Kicked off in late 2007

•   In July 2008, the existing print and
    online properties were rebranded as
    AutoTrader Classics

•   The website relaunch, which went live in
    April 2009, was a parallel strategic effort
    to:
     –    Further enhance the online brand
     –    Expand advertising capability beyond
          vehicles and dealerships
     –    Foster an online community for collector
          car enthusiasts
     –    Add rich content experiences to drive
          site stickiness


         Adding quality content leads to
           measureable business impact!
Market Research Drives the Content Strategy


• Top activities for users:
   – Education about specific classic
     car topics
   – General learning                          Since content is
   – Entertainment                             critical to users,
                                               it’s critical to the
• Most used features:                          product
   – Shop for classic cars
   – Find events
   – Find services


                                        Data applies to visitors to classic car community websites
Defining the Content Groups
                 User-Generated Content                     In-House or Aggregated

                Vehicle Listings
Existing        Part Listings
                Dealership Listings
                Service Provider Listings
                Events
 New
                                                          Articles & Resources
                                                          Vehicle Information

  The complexity of migrating and reimagining existing content, as well as the diverse
  needs of the new content types, meant…

  Each type of content demanded a distinct strategy
Strategy: Vehicle Listings
•   User-generated: purchased and created
    by consumers and dealer customers

•   Vehicle listings provide the site’s
    revenue baseline

•   The quality of the listing directly drives
    the user experience

•   Key Strategic Questions:
     –   How do we migrate existing listings
         from the previous site to the new site?
     –   What information should be collected
         for each listing to satisfy both shopper
         and seller needs?
     –   What content needs to be provided to
         educate sellers how to create effective
         listings?
     –   How does the entry and display of the
         listings need to differ to reflect the
         needs of each seller group?
Results: Vehicle Listings
• Successes:
    –   Successfully migrated ~10K listings
        from old site to new
    –   Listings have the most robust,
        enthusiast-focused content of any
        classified site today
    –   Guided entry of listings give private
        sellers useful information as they
        build their ads
    –   Robust B2B site lets dealers speed
        through vehicle creation

• Opportunities:
    –   There’s a gap between what
        shoppers want to see versus what
        sellers are willing to enter
    –   Though listing entry was simplified
        for dealer power users, even
        greater simplification and speed is
        needed
Strategy: Articles & Resources
• New feature of ATX

• In-House and Aggregated: sourced
  both internally and externally

• Key Strategic Questions:
    –   What types of content should we
        provide?
    –   What should the format be for each
        type?
    –   How do we mesh delivery systems
        (CMS, video management, vendor
        content feeds) to create an ideal
        solution?
    –   How do we govern the workflow of
        editing and publishing content?
    –   How do we measure what content
        is most effective to drive stickiness?
    –   How do we shift site operations to
        handle the demands of an online
        content publisher?
Results: Articles & Resources
• Successes:
    –   Identified 6 topic areas of focus
    –   Developed multiple content
        templates to flexibly handle
        multiple content formats
    –   Developed an integrated CMS
        solution that can easily handle
        manual creation or bulk loading
        from a variety of sources
    –   Created a simple, reproducible
        workflow for content management
    –   The new content has helped
        improve time on site 16% since
        launch!

• Opportunities:
    –   We still don’t have a good
        understanding of what specific
        content is driving stickiness
    –   Creating an editorial calendar to
        plan and communicate when
        content will be published is TBD
Summary
• For product strategy, Content is King
   – Quality content has measureable business impact
   – Users crave it, so how do we deliver it?

• Each type of content is VERY different
   – Each needs its own unique strategy
   – User and market research is invaluable

• It won’t be right the first time
   – Be prepared for phase 2 - and 3, and 4…

• Content can’t be considered fire-and-forget
   – It is a living and breathing thing and must be maintained and
     improved
A Quick Explanation of Content Strategy
By Richard Sheffield
T Y P IC A L W E B P R O J E C T
                     S C H E D U LE




As referenced by Kristina Halvorson inContent Strategy: The Myth, The Mania, The Mayhem
It’s Week 10 -
   The technical
lead politely asks
    the project
 manager for the
      content.
The project
manager calmly
 asks the new
copywriter to
 “go find” the
   content.
WTF?
T Y P IC A L W E B P R O J E C T
         S C H E D U LE



                     Co
                       nt
                         en
                           tS
                                tra
                                   te
                                     gy
Another Definition of Content Strategy:

  Content Strategy is all the
things that you should have
  done so that your content
would have been useful and on
             time.
Content Strategy at
UPS.com
October 22, 2008
Agenda

 A Little About UPS.com
 Content Strategy for a Mature Website
 How Culture Affected Content Strategy




Interactive Communications   Content Strategy
UPS.com - Some Context

  1.5 million visits per day
  140,000 pages of content
  40 online applications
  110 country versions of UPS.com
  33 languages supported
  Single source for content
  Localized as needed for factual differences
  CMS generated - InterWoven TeamSite

                                           It’s Complex

Interactive Communications   Content Strategy
Content Strategy for a Mature Website


 Current version is six years old
 Content strategy decisions have been made
 Content strategy = content development strategy
 Projects are broadly defined
 Content strategist’s job to identify content impact
 Adjust the project plan and set expectations



                          It’s a well-defined process

 Interactive Communications   Content Strategy
Corporate Culture and Content Strategy

 Where we arrived is not where we were heading

 Efficient vs. Redundant

 Complex vs. Simple

 Centralized control vs. Distributed Development


                 Complexity drives centralization

 Interactive Communications   Content Strategy
Typical UPS.com Page




 Interactive Communications   Content Strategy
UPS.com Page Structure - 13 Modules
                                                 Plus 32
                                                 more
                                                 language
                                                 versions.

                                                 Modules
                                                 move in
                                                 and out
                                                 based on
                                                 metadata.




 Interactive Communications   Content Strategy
This is a Very Powerful Page Structure


   Allows maximum content reuse
   Allows max flexibility of single source content
   Relies on accurate and complex metadata
   Keeps translation costs low



Too complex for an occasional CMS user


 Interactive Communications   Content Strategy
Impacts of a Complex CMS
  A well-trained CS can create a lot of content
quickly

  Content maintenance cannot be assigned to “the
business”

  Unexpected surges in work cannot be covered by
bringing in short-term contractors

   Long ramp-up time for new hires



 Interactive Communications   Content Strategy
Thanks!



Richard Sheffield

richardsheffield@ups.com

sheff@mindspring.com

web-content-strategy.com


 Interactive Communications   Content Strategy
Don’t Forget AUGUST 6!
 WEB CONTENT STRATEGY:
 Where UX, Marketing, & IT Meet
 Register at www.atlantaima.org                  Kristina Halvorson
                                  Author, Content Strategy for the Web
                                                President, Brain Traffic
Brian Ikeda, Philips Design
Karen McGrane, Bond Art+Science             Invite colleagues,
                                            stakeholders, bosses, &
John Muehlbauer, IHG
                                            more to start a
Ryan Esparza, CMS Consultant                conversation about content.


Sponsors

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What Is Content Strategy? (ACS July Meetup)

  • 1. ATLANTA CONTENT STRATEGY July Meetup www.meetup.com/Content-Strategy-Atlanta WHAT IS CONTENT STRATEGY Sponsored by July 9, 2009 July 9, 2009 Dom Darda Photo
  • 2. I’m Colleen Jones, Chair of CHI*Atlanta.
  • 3. Thanks for caring about content!
  • 4. UM, WHAT IS CONTENT?
  • 5. Content is… “the text, graphics, video, and audio that make up an interactive experience.” Kristina Halvorson “Death to Lorem Ipsum and Other Adventures in Content” Adaptive Path Essays Darwin Bell Photo
  • 6. Content is… “king!” Karen McGrane Content is King! From Business to Buttons
  • 7. CONTENT DESERVES STRATEGY But we don’t always treat it that way.
  • 8. WE PUT OFF CREATING CONTENT…. …AND DELAY OUR PROJECTS (NOT TO MENTION RESULTS).
  • 9. WE MAKE CONTENT SECONDARY TO DESIGN… ….AND DELIVER SHINY BUT EMPTY CANDY WRAPPERS. Alyson Hurt Photo
  • 10. WE TRY OUT NEW CHANNELS… ….BUT DON’T GOVERN THEM TO KEEP FRESH CONTENT FLOWING. Kathleen Tyler Conkin Photo
  • 11. So, what is content strategy?
  • 12. Content strategy is… “the practice of planning for content creation, delivery, and governance.” Kristina Halvorson, Content Strategy for the Web (forthcoming)
  • 13. Content strategy is… “an emerging field of practice hatched out of user experience design.” Jeffrey MacIntyre “Content-tious Strategy” A List Apart
  • 14. Content strategy helps you make content choices.
  • 16. 1. Don’t Miss This Event AUGUST 6 WEB CONTENT STRATEGY: Where UX, Marketing, & IT Meet Register at www.atlantaima.org Kristina Halvorson Author, Content Strategy for the Web President, Brain Traffic Brian Ikeda, Philips Design Karen McGrane, Bond Art+Science John Muehlbauer, IHG Ryan Esparza, CMS Consultant Sponsors
  • 17. 2. Read, Connect, & Read More CONTENT STRATEGY KNOL (Google unit of knowledge) THE WEB CONTENT STRATEGIST’S BIBLE CONTENT STRATEGY FOR THE WEB International Email List Twitter (Google Group) #contentstrategy http://tinyurl.com/csgooglegroup
  • 18. 3. Hang With Us TONIGHT’S AGENDA • Discovering the Need for Content Strategy at Philips Design Katie Riddle • The Importance of Content to Product Strategy at AutoTrader Greg Vilines • Web Content Strategy at UPS.com Richard Sheffield MANY THANKS TO OUR HOST
  • 19. Discovering the Need for Content Strategy at Philips Design
  • 20. It all starts with brand… Macro Philips Philips Healthcare Business Business Business Business Line Line Line Line Product Product Product Product Product Micro
  • 21. Where does content fit in? As referenced by Kristina Halvorson in Content Strategy: The Myth, The Mania, The Mayhem
  • 22. Where does content fit in? As referenced by Kristina Halvorson in Content Strategy: The Myth, The Mania, The Mayhem
  • 23. Where does content fit at Philips? (ideal)
  • 24. The world of Philips web presence Possible user paths
  • 25. Mapping content strategy to Philips design process  Activities ◦ Gather business requirements ◦ Determine content requirements ◦ Participate in initial planning meetings ◦ Set criteria for success  Deliverables ◦ Content brief INITIATION
  • 26. Mapping content strategy to Philips design process (cont’d)  Activities ◦ User research  Identify key user tasks/goals ◦ Content audit and evaluation ◦ Content matrix ◦ Identify and interview content providers  Get list/location of source materials ◦ Competitive analysis ◦ Establish key themes and topics ◦ Map user goals and biz req. to themes ◦ Present findings to client  Deliverables ◦ User, competitive and content provider research findings ◦ Key themes and mapping ANALYSIS ◦ User personas ◦ Gap analysis
  • 27. Mapping content strategy to Philips design process (cont’d)  Activities ◦ Work with IAs to create site map ◦ Create user scenarios, using user tasks/goals  Deliverables ◦ Key messaging and themes ◦ Editorial guide (incl. style/tone) ◦ Standards document ◦ Sample content for comps CONCEPT
  • 28. Mapping content strategy to Philips design process (cont’d)  Activities ◦ Create style guide ◦ Create or edit site copy ◦ Map workflow for ongoing content maintenance  Deliverables ◦ Copy deck ◦ Content governance plan (workflow and maintenance) FINALIZATION
  • 29. Mapping content strategy to Philips design process (cont’d)  Activities ◦ User research  Deliverables ◦ User research findings EVALUATION
  • 30. About the author Katie Riddle 678-471-1730 katie@riddlecommunications.com
  • 31. Why Content is Important to AutoTrader Classics Greg Vilines - Product Manager
  • 32. AutoTrader Classics Overview • Autotrader Classics (ATX) is a multi-channel business unit in the AutoTrader family, with 6 print titles alongside autotraderclassics.com • Focuses on vintage and late- model enthusiast and collectible vehicles • Primary online revenue streams are classified advertising from dealerships and private sellers, supported by online advertising We sell content!
  • 33. ATX Rebranding and Relaunch • Kicked off in late 2007 • In July 2008, the existing print and online properties were rebranded as AutoTrader Classics • The website relaunch, which went live in April 2009, was a parallel strategic effort to: – Further enhance the online brand – Expand advertising capability beyond vehicles and dealerships – Foster an online community for collector car enthusiasts – Add rich content experiences to drive site stickiness Adding quality content leads to measureable business impact!
  • 34. Market Research Drives the Content Strategy • Top activities for users: – Education about specific classic car topics – General learning Since content is – Entertainment critical to users, it’s critical to the • Most used features: product – Shop for classic cars – Find events – Find services Data applies to visitors to classic car community websites
  • 35. Defining the Content Groups User-Generated Content In-House or Aggregated Vehicle Listings Existing Part Listings Dealership Listings Service Provider Listings Events New Articles & Resources Vehicle Information The complexity of migrating and reimagining existing content, as well as the diverse needs of the new content types, meant… Each type of content demanded a distinct strategy
  • 36. Strategy: Vehicle Listings • User-generated: purchased and created by consumers and dealer customers • Vehicle listings provide the site’s revenue baseline • The quality of the listing directly drives the user experience • Key Strategic Questions: – How do we migrate existing listings from the previous site to the new site? – What information should be collected for each listing to satisfy both shopper and seller needs? – What content needs to be provided to educate sellers how to create effective listings? – How does the entry and display of the listings need to differ to reflect the needs of each seller group?
  • 37. Results: Vehicle Listings • Successes: – Successfully migrated ~10K listings from old site to new – Listings have the most robust, enthusiast-focused content of any classified site today – Guided entry of listings give private sellers useful information as they build their ads – Robust B2B site lets dealers speed through vehicle creation • Opportunities: – There’s a gap between what shoppers want to see versus what sellers are willing to enter – Though listing entry was simplified for dealer power users, even greater simplification and speed is needed
  • 38. Strategy: Articles & Resources • New feature of ATX • In-House and Aggregated: sourced both internally and externally • Key Strategic Questions: – What types of content should we provide? – What should the format be for each type? – How do we mesh delivery systems (CMS, video management, vendor content feeds) to create an ideal solution? – How do we govern the workflow of editing and publishing content? – How do we measure what content is most effective to drive stickiness? – How do we shift site operations to handle the demands of an online content publisher?
  • 39. Results: Articles & Resources • Successes: – Identified 6 topic areas of focus – Developed multiple content templates to flexibly handle multiple content formats – Developed an integrated CMS solution that can easily handle manual creation or bulk loading from a variety of sources – Created a simple, reproducible workflow for content management – The new content has helped improve time on site 16% since launch! • Opportunities: – We still don’t have a good understanding of what specific content is driving stickiness – Creating an editorial calendar to plan and communicate when content will be published is TBD
  • 40. Summary • For product strategy, Content is King – Quality content has measureable business impact – Users crave it, so how do we deliver it? • Each type of content is VERY different – Each needs its own unique strategy – User and market research is invaluable • It won’t be right the first time – Be prepared for phase 2 - and 3, and 4… • Content can’t be considered fire-and-forget – It is a living and breathing thing and must be maintained and improved
  • 41. A Quick Explanation of Content Strategy By Richard Sheffield
  • 42. T Y P IC A L W E B P R O J E C T S C H E D U LE As referenced by Kristina Halvorson inContent Strategy: The Myth, The Mania, The Mayhem
  • 43. It’s Week 10 - The technical lead politely asks the project manager for the content.
  • 44. The project manager calmly asks the new copywriter to “go find” the content.
  • 45. WTF?
  • 46. T Y P IC A L W E B P R O J E C T S C H E D U LE Co nt en tS tra te gy
  • 47. Another Definition of Content Strategy: Content Strategy is all the things that you should have done so that your content would have been useful and on time.
  • 49. Agenda A Little About UPS.com Content Strategy for a Mature Website How Culture Affected Content Strategy Interactive Communications Content Strategy
  • 50. UPS.com - Some Context 1.5 million visits per day 140,000 pages of content 40 online applications 110 country versions of UPS.com 33 languages supported Single source for content Localized as needed for factual differences CMS generated - InterWoven TeamSite It’s Complex Interactive Communications Content Strategy
  • 51. Content Strategy for a Mature Website Current version is six years old Content strategy decisions have been made Content strategy = content development strategy Projects are broadly defined Content strategist’s job to identify content impact Adjust the project plan and set expectations It’s a well-defined process Interactive Communications Content Strategy
  • 52. Corporate Culture and Content Strategy Where we arrived is not where we were heading Efficient vs. Redundant Complex vs. Simple Centralized control vs. Distributed Development Complexity drives centralization Interactive Communications Content Strategy
  • 53. Typical UPS.com Page Interactive Communications Content Strategy
  • 54. UPS.com Page Structure - 13 Modules Plus 32 more language versions. Modules move in and out based on metadata. Interactive Communications Content Strategy
  • 55. This is a Very Powerful Page Structure Allows maximum content reuse Allows max flexibility of single source content Relies on accurate and complex metadata Keeps translation costs low Too complex for an occasional CMS user Interactive Communications Content Strategy
  • 56. Impacts of a Complex CMS A well-trained CS can create a lot of content quickly Content maintenance cannot be assigned to “the business” Unexpected surges in work cannot be covered by bringing in short-term contractors Long ramp-up time for new hires Interactive Communications Content Strategy
  • 58. Don’t Forget AUGUST 6! WEB CONTENT STRATEGY: Where UX, Marketing, & IT Meet Register at www.atlantaima.org Kristina Halvorson Author, Content Strategy for the Web President, Brain Traffic Brian Ikeda, Philips Design Karen McGrane, Bond Art+Science Invite colleagues, stakeholders, bosses, & John Muehlbauer, IHG more to start a Ryan Esparza, CMS Consultant conversation about content. Sponsors