building blocks: content fitness
Post on 18-Sep-2014
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Building Blocks at the 2013 SDL Customer Experience Summit in Londong.TRANSCRIPT
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
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
Image referencesOur own and...
http://www.flickr.com/photos/jurvetson/52581560/
http://www.flickr.com/photos/ratterrell/341847490/
http://www.flickr.com/photos/jdickert/3091034336/
http://www.flickr.com/photos/modashell/3346963620/
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