building blocks: content fitness

What’s your Content Management Fitness Program?

building-blocks.com

Jonathan

Bill

Getting your content organisation in shape to make it more effective

Why now?

Content is common across all digital channels

SocialMediaExperience

Web Experience

Native AppExperience

Content

Social MediaExperience

Web Experience

Native AppExperience

New channel

One constant in a changing landscape

Content

Everyone struggles

with it

We already have some of the content

We can figure the content

out later

The plan is to go live with the existing

content

We have a good idea what we want to say

We have a temp in who is handling the

content

We’ve got into bad habits

feeding our digital channels artificial content

Unhealthy habits are catching up

Moneysupermarket hit by Google ranking revamp 

Changes to Google’s secret formula for ranking internet search results had a negative effect on trading at Moneysupermarket.com last month.

Sales and visitor numbers for the price comparison site’s insurance business fell in June, following changes to Google’s search algorithm, which determines how high up a website is listed when users type in “insurance”.

Google acting like a human

Need to be different

Get in shape!

Content Fitness

Programme

Get organised and instill discipline!

Content Fitness Programme

✓ How content can support business and customers’ objectives

✓ Set standards, benchmarks and metrics for success

✓ Establish a system for operations and decision making

✓ Create a shared and aligned vision across all teams

Content Fitness Programme

Unfit FitAd-hocReactiveTactical

FragmentedSlow

DisposableOrdinaryHardWaste

Format dependent

RegularPreparedStrategicControlledResponsiveReusable

RemarkableEasyValue

Content first

Content Fitness Programme

Unfit Fit

Objectives People Planning Process TechnologyContent Roles

Content Fitness Programme

Objectives

People

Planning

Process

Technology

Content Roles

Objectives

What goal are you trying to achieve?

Lose weight?Win the league?

Not finish bottom?Run a marathon?

Improve a Personal Best?

Business goals & vision

What are we trying to achieve?

acquire X new customersretain XX% existing customersadd £X more revenueexplore new markets and sectors

Brand values

What would we say?What wouldn’t we say?How do we say it?How do we act?How do we reflect that?

Customer objectives

What life goals are they trying to achieve?What is their mindset?What barriers are stopping them?What would they find useful?How can we help them?Not just in relation to your brand!

Does the content- support business objective?- reflect our brand values?- help our customers?

Benchmark content decisions

Measure progress

QualitiveTalking to people - what do they think and how do they feel?

QuantativeReviewng, stats, analytics and other hard facts

Make goals and results public

Shared understandingRemind yourself of what we trying to acheive

MotivationEveryone can track progress and help improve

Objectives

3 Fitness Programme Takeaways

✓ Be clear about all objectives

✓ Make them public

✓ Continually measure against them

Content Fitness Programme

✓ Objectives

People

Planning

Process

Technology

Content Roles

Content Roles

Get a balanced workout

1. Content that matters

2. Social content

3. Service content

4. Magnetic content

Content that mattersfrequent updates to give a reason to visit daily

Social contentstimulate conversation and debate

Service contentuseful tools that provide a service

Magnetic contentsticky, inspirational, highly engaging and sharable

Content Roles

3 Fitness Programme Takeaways

✓ ensure a mix of content types for your audience

✓ like daily news and in-depth features

✓ plan your magnetic and service content well in advance

Content Fitness Programme

✓ Objectives

People

Planning

Process

Technology

Content Roles ✓

People

Managing digital channels in a large organization is

a team sport

WritersCopy editors Art directors Production staff Various editors Managing editor Editor in chief Ad salesThe Publisher

Publishers and Content Strategy from Jeffrey MacIntyre

Traditional Publishing

Lots of people

involved!

WritersCopy editors Art directors Production staff Various editors Managing editor Editor in chief Ad salesThe Publisher

Video editorsMotion graphicsFront end devsBackend devsApp devsTestersProject managers

Publishers and Content Strategy from Jeffrey MacIntyre

Even more disciplines...

stop working in silos

JournalistsReporters

Editors

GraphicsPicture Desk

ITPrinters

Words

Images & video Code

The message/objective

Work together

subject authority through experts

Editor-in-chief

The ultimate

decision maker

People

3 Fitness Programme Takeaways

✓ need a mix of skills working together as a team

✓ experts to provide subject authority

✓ an “editor-in-chief” role to make final decisions

Content Fitness Programme

✓ Objectives

People

Planning

Process

Technology

Content Roles ✓

✓

Planning

plan for the marathon

Marketing Calendar

Jan Feb Mar

Events

Brochure Launch

Press campaign Outdoor campaign

TV campaign

New Years EasterValentines

day

St. David’s day

Pay Tax

Sporting Event

Customer mindset

CustomersFamily

Couples with children

Professional20-30 years

Retired60 years

Jan Feb Mar

Paying of Christmas debts

Easter breaks

Staying warm for winter

Half term

Valentines romanticgetaway

Looking for a new job

Marketing

Contenthub

Research

Experts

SEO

PRSales

Socialcontent

Partners

Engage the business to input on content for the themes

Magneticcontent

Contentthat

matters

Contenthub

Servicecontent

Socialcontent

Content teams shape the content from the content hubs

Mobile

Socialmedia

Email

Contenthub

Personalisation

Digitalpublications

website

Decide the relevant digital channels

Make sure they are relevant to your

customer needs and available on your

IT roadmap

IT Roadmap

Jan Feb Mar

Service updates

New templates

Upgrades

Content strategy

CustomersFamily

Couples with children

Professional20-30 years

Retired60 years

Jan Feb Mar

10 ideasfor halfterm hols

Easterholidayphoto

competition

Weeklytravelroundup

Traveldigest Travel

blog

Start planning for the summer holidays

Mostread

Magneticcontent

Contentthat

mattersServicecontent

Socialcontent

Holidayplanner app

What's your most

romantic getaway?

Marketing planJan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Events

Themes

Customers

Professional

Retired

Family

ITCMS

LRM

SocialMedia

Jan Feb Mar

Events

BrochureLaunch

Press campaign Outdoor campaign

TV campaignPaybills

Holidayplanning

Easterbank holiday

New years

St Davidsday

Valentinesday

ThemesEaster breaks

Plan holidays

Valentines romanticgetaway

Customers

Professional20-30 years

Retired60 years

10 ideasfor halfterm hols

Wish you were here postcard

app

Easterholidayphoto

competition

How to pack for

your holidaysvideo

Weeklytravelroundup

Traveldigest

TravelnewsletterTravel

blog

Start planning for the summer holidays

Top tips onavoiding the

school holiday rush

Mostread

Photogallery

Holidayplanner app

What's your most

romantic getaway?

FamilyCouples with children

IT

CMS

LRM

SocialMedia

Service updates

Upgrades

New templates

Create an integrated content delivery plan

Planning

3 Fitness Programme Takeaways

✓ understand marketing activities that are planned

✓ create themed content hubs around customer needs and key events

✓ identify limitations that will stop the plan from happening

Content Fitness Programme

✓ Objectives

People

Planning

Process

Technology

Content Roles ✓

✓

✓

Process (& governance)

Routine and regiment

supply chain/logistics

✓ automate repeatible, manual actions

✓ ensure compliance

✓ increase productivity

✓ reduce waste

who, what and when

differ per content type/role

RACI

esponsible

ccountable

onsulted

nformed

automate repetition

spend more time crafting experiences

Provide guides, standards and manuals

Provide guides, standards and manuals

Process

3 Fitness Programme Takeaways

✓ clear processes save time in the long run

✓ RACI matrix to define who is involved and accountable

✓ Create guides and standards to help occasional users

Content Fitness Programme

✓ Objectives

People

Planning

Process

Technology

Content Roles ✓

✓

✓

✓

Technology

support and enhance performance

get technology working for us

Learn how to use the right equipment when

Objectives & KPIs!

Substance

Structure

Process

Governance

UX

Built on top of http://uxmag.com/articles/content-strategy-and-ux-a-modern-love-story by Kristina Halvorson, Brain Traffic

Objectives & KPIs!

Substance

Structure

Process

Governance

UX

Technology

Built on top of http://uxmag.com/articles/content-strategy-and-ux-a-modern-love-story by Kristina Halvorson, Brain Traffic

Technology

3 Fitness Programme Takeaways

✓ choose the right tools to help you

✓ implement them aligned to how you will actually use them

✓ remember they are tools - not the focus of your efforts

Content Fitness Programme

✓ Objectives

People

Planning

Process

Technology

Content Roles ✓

✓

✓

✓

✓

Nearly there!

Content Fitness Programme

Unfit Fit

Objectives People Planning Process TechnologyContent Roles

Test, me

asure &

learn

Define measurable objectives aligned to organisation, brand and customer goals

Create variety by using a mix of content based on each content role and channel

Ensure your skilled people work as a team and assign the decision maker roles

Create a detailed plan, aligning your marketing and IT roadmaps as well as customer mindsets

Define process and governance structures introducing routine and repetition to instill discipline

Implement technology tools to support and automate your activities and improve performance

Thanks - let’s get started!

building-blocks.comj.whiteside@building-blocks.comb.croson@building-blocks.com

Image referencesOur own and...

http://www.flickr.com/photos/jurvetson/52581560/

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http://www.flickr.com/photos/craigmurphy/3979174573/

http://www.flickr.com/photos/621crw/sets/72157629572507894/

http://www.flickr.com/photos/vaniercollege/8033528332/

http://www.flickr.com/photos/usaghumphreys/8073243035/

http://www.flickr.com/photos/pkingdesign/8266397503/

http://www.flickr.com/photos/beittshuvah/8282472334/

http://www.flickr.com/photos/51160538@N04/8930742214/

http://www.flickr.com/photos/presidioofmonterey/8592947439/

http://photos.examiner.com/ShowGettyPhoto.cfm?assetid=154568437