content strategy for the content experience wave

Odecee provide digital

solutions for the

enterprise.

API/ServerCMS CI/CD Test Automation Cloud

Business

Analysis

User

ExperienceArchitecture Devices Web

Lead AEM Engineer at Odecee

I’m ACE! (Adobe Certified Expert)

Over a decade of experience – 5 years of Adobe AEM experience

Organiser of the AEM Technologists AU Slack group – new members welcome!

WHO IS ZORAN?

TRENDS

BEFORE WE START…LET’S LOOK AT THE

2016 Content Marketing Trends

77%

70+92%

75% 94%

94%70%

Media in context

brings more views

Digital channels to

communicate through

Personalisation is ever so important

Interactive storytelling

will take center stage

Social media

exploded

Influencer marketing

will dominate

Increase content production

$300b

Not surprising then

global marketing spend will reach

66%with

of marketers reporting their

budgets will increase

BETTER?

HOW CAN WE DO

Content Structure

Content Distribution

Give your content a loudspeaker

Emerging channels

For your interactive content

Make your content future-proof

Content Structure


Emerging channels



Interactivity demands structure

• The interaction with your content may or may not happen in a single channel• Structure promotes thrift• Structure promotes your brand reach• Content doesn’t live in a single location anymore

• CMS• Cloud stores• External publications• Product Catalogs

• Don’t even get me started on UGC!

Be agile with your content

Think of your content as reusable atoms or fragments – building blocks to create complex narratives

• Aligns to atomic design thinking• Self-contained units of information• Enables a “create once, share everywhere” paradigm• Enables rapid content production

• More focused messaging• Beware of loss of context when stringing fragments

Be agile with your metadata

Ensure context by giving each ‘content fragment’ a strategic passport• #WHO (Target Audience)• #WHAT (Needs)• #WHY (KPI)• #WHERETO (CTA)• #WHEN (Relevant Moment)• #HOW• #WHERE (Channel)

Be better at telling your story by providing structure in your users’ journey pathways

Separate information from presentation to enable cross-channel distribution

Organise and protect your most valuable digital assets

Retain the context and meaning of content across channels and platforms

Increase velocity by focusing on small atomic content fragments

Associate content with KPIs and measure it’s ROI

Catalogue and classify content regardless of the source

Structuring your content lets you

Content Structure



Emerging channels



Don’t just spray and pray

Greater choice doesn’t mean that you need to be present everywhere

• Keep a distribution schedule• Not every channel is created equal

• Use your tagging and metadata structure to optimise your distribution• Keep a visible publishing and event calendars

• Minimise “ad-hoc” changes• Be prepared to measure and pivot

• Be where your customers are• Use customer data and insights to identify the best distribution channels• Again, different channels work better for different content types

Have a plan

• Set your content goals• Who are you trying to reach?• What do you care about?

• Find active communities that have large audiences of your target personas• Get involved and provide value

• Mind the rules• Contribute to the conversations first – post content later

• Don’t spam – online communities are quick to deal with noise• Be proactive – actively nurture relationships• Use online communities like Medium or LinkedIn Pule for content syndication

• Build a readership first

92%According to Forbes

of consumers turn to people they

know for referrals

Data is the key to the influencers heart

• Look at similar types of content to what you’re thinking of publishing• Articles/Blogs• Whitepapers• Tools/Selectors/Calculators

• Find out how they perform• Look at tweeter shares• Facebook likes• LinkedIn shares

• Look at your top performing content• Top referrals/Lowest bounce rates• Monitor your keywords

• Identify top sharers and get in touch with them• Run a personalised campaign to get them to engage with your content

Your content to have a wider and deeper reach

Utilise better performing channels and plan for optimising key new channels

Be better at communicating publishing events internally

Adapt your distribution rates per channel

Be aware of the engagement rules for key channels

Identify and target key influencers

Measure and report on key events

Having a distribution strategy allows

Content Structure



Emerging channels



MOREPeople use 1:1 chat messages

than they use social media

Conversation as a Platform

• What is a conversational interface?• UI that mimics chatting with a real human

• Currently there are two types of conversation interfaces• Voice assistants• Chatbots

The rise of the conversational interface

• Media rich interfaces are great marketing tools• Visual queues• Polished animations

• But they have a problem of “friction”• Conversational UIs aim to solve that problem

• They allow near-natural language interaction• Continuous learning• Seamless user actions• Deeper integration

Meet your (old) new best friends

Most conversation interfaces result in a (trans)active function – but you still need strong content to support the service provided

• Content taxonomy• Robust metadata means content is easily discoverable by an API• Supports the conversation context

• Learn from your users• Personalise* the message

• Search functionality• Driven by your taxonomy (remember the metadata structure?)• Add “intelligence” to your search

• FAQs• A great fallback for your chatbot to clarify user requests• Give a “boring” content space some personality

What’s not there yet?

• Ability to do end-to-end analytics• Resolving a unique visitor ID is an issue just yet

• Means targeting and personalisation challenging• AI capabilities

• Don’t try to “humanise” your bots just yet• It’s ok for a machine to sound like…well, a machine

THANK YOU!

Love to hear from you:

[email protected] | au.linkedin.com/in/zorannikolovski