discovery well done = right delivery. right content. right user. right context

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© COPYRIGHT 2013 SAPIENT CORPORATION & AZZARD CONSULTING Content Discovery KEVIN P NICHOLS , DIRECTOR AND GLOBAL PRATICE LEAD OF CONTENT STRATEGY @ SAPIENTNITRO REBECCA SCHNEIDER, PRESIDENT, AZZARD CONSULTING AZZARD CONSULTING

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Page 1: Discovery Well Done = Right Delivery. Right Content. Right User. Right Context

© COPYRIGHT 2013 SAPIENT CORPORATION & AZZARD CONSULTING

Content DiscoveryKEVIN P NICHOLS , DIRECTOR AND GLOBAL

PRATICE LEAD OF CONTENT STRATEGY

@ SAPIENTNITRO

REBECCA SCHNEIDER, PRESIDENT, AZZARD

CONSULTING

AZZARD CONSULTING

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AZZARDCONSULTING

Today’s Agenda

1. Introduction

2. What is Content

3. Discovery Phase

4. Content Inventory

5. Content Audit

6. Content Strategy Framework

7. Questions and Feedback

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1. Introduction

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AZZARDCONSULTING

Introduction

Rebecca Schneider

President, Azzard Consulting18 Years experience in Information ManagementIndustries: Retail, Auto Manufacturing, Financial Services, Technology

Kevin Nichols

Director, Global Practice Lead, Content Strategy, Sapient/Nitro17 Years experience in the Web Development IndustryKey Clients: MIT Open Courseware, Hewlett Packard, Sprint, Intel

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2. What is Content?

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Content is a valuable asset – digital or not

books

HTML

PDF

sheet music

car parts

records

CDs

.wav

.jpg

.swf

coffee

bottles of wine

sheet metal

drills

shovels

.aspx photographic print.avi

.mov

socks

DVDs

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3. Discovery Phase

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Discovery Phase – Discover/Define

Discover/Define Design ImplementationContent Assessment• Content Inventory• Competitive Assessment• Content Audit

Content Strategy POV / Recommendations• Audit Findings• Content Requirements• Future-state

recommendations• Conceptual content model

and/or domain model• Governance

Recommendations

CMS Content Model

Content Matrix

Content inputs into IA

CMS Workflows

Taxonomy

Schema-Component-Template Map

Governance Model• Editorial workflows• Processes• Staffing plan• Business Org Structure

Editorial Calendar

Editorial Guide• Voice & Tone Definition• Usage Guidelines• Authoring Guidelines• Writing for SEO

Copy Deck Template

Migration Plan• Content Entry• Resource Planning

Content Production Plan

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Discovery Phase - Purpose

Understand the current-state to frame the future-state:• For content experience• For content delivery• For content governance

Recommends a high-level future-state model.

Goal: Gain enough understanding of content eco-system to kick-off design phase.

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Discovery Phase – Role in Content Strategy

Arguably the MOST important phase in content strategy work because it frames the future state solution.

Is the time and opportunity for you to get to know the content ecosystem. Without this understanding your solution will have holes / issues.

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Discovery Phase - Deliverables

Current-state assessment of content ecosystem:

Content Inventory – quantitative assessment of content and its properties

Content Audit – qualitative assessment of content ecosystem (should not just

include the content itself). Requires analysis of content AND stakeholder

interviews.

Content Strategy Framework with findings, gaps and issues analysis and

future-state recommendations:

Stakeholder Interviews – findings and analysis

Audit Findings

Future-state recommendations (tie these to issues uncovered)

High-level roadmap for future-state

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Discovery Phase – Going into Discovery

Know the project parameters – why are you doing it?

If you don’t have a project brief and need to uncover this information, review

SOW and ensure alignment with project stakeholder / owner.

If no SOW exists, ensure alignment on the project with key stakeholders at a

high-level: answer questions such as why we are doing this and what is the

high-level scope (just a website? Mobile? All digital properties, etc.)

Come up with a preliminary team who represent the various stakeholders at

play, include technology, marketing, communications, SEO, analytics, business

leads, etc.

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4. Content Inventory

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Purpose Documents the volume of current state content ecosystem in terms of type,

volume and scope. Is critical to understand the content landscape Is critical for any type of content migration Requires manual AND system approach

Goals: Come out with an understanding of all the types of content represented in

the current state, including any relevant properties about that content. Come out with an understanding of any gaps associated with the content

(requires understanding competitive and/or best in class digital sites).

Discovery Phase – Content Inventory

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Start with a template that captures the information you need. Use Excel Know the level of detail required If you don’t know, start with the first two levels of information. On a

Website, this would be first two levels in navigation. Get Tech and BA teams to validate to which level is necessary (page-level,

content type-level, modular/object-level).

Run a spider to determine which information is indexed (for web, mobile, etc) What spider does not capture should be noted (non-indexed content)

Ask for any existing inventories or audits, if in a CMS, have team generate a report of all published site(s)

Discovery Phase – Content Inventory – How to do it?

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Discovery Phase – Content Inventory

How to do it: As you complete the work, circulate it with the stakeholders who create or

work with the content; have each indicate who owns which content and any necessary inputs/outputs or systems or data pulls

Validate it with stakeholders: All types of content within the line of business are captured Each content type is prioritized Any inputs or outputs per content type are adequately captured. That is,

what is required to create the content? What are the outputs? Use the inputs/outputs fields in the spreadsheet

Any types of content that are missing or are known to be forthcoming (e.g., a future campaign or a new product launch)

Authors and sources for content

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5. Audit

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Purpose Captures the issues in the content-ecosystem The ‘content audit’ is one aspect and assesses the efficacy, richness,

relevance, accessibility, measurability and optimization of the content experience.

Also includes an audit of the content lifecycle and governance

Goal: Come out with an understanding of all strengths, weaknesses, gaps and

issues with the current-state to frame the future state.

Discovery Phase – Audit

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Draw from the project brief, brand guide and any information known about the project to come up with a set of principles for evaluation. This includes reviewing competitive models

Ensure that you know the criteria for evaluation (this content is rich because of X…)

For the content audit piece, use the inventory and place additional columns in the spreadsheet to capture any issues or qualitative information about the content.

Use stakeholder interviews to fill-in missing pieces of information

Work with project team to identify necessary stakeholders.

Discovery Phase – Audit – How to do it?

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Discovery Phase – Audit – Stakeholder Interview Review Protocol Review Inventory/Audit Template

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Group Exercise - Audit

Zappos is doing a new design of their mobile and Websites. They will use a new CMS, newly designed templates (visual as well as user experience). They want opportunities for new content and leverage existing content as much as possible.

Teams of 15 people (One team do zappos.com/ other team do m.zappos.com) Use template found at:

http://www.kevinpnichols.com/enterprise_content_strategy/ Decide on what the criteria is for the audit Update the template (but cutting out unnecessary fields) so that it reflects

what you feel the content audit should be. Start populating the audit (do at least one row)

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6. Content Strategy Framework

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Purpose Roll-up all the findings from the current state assessment Make recommendations for the design phase around content types and

features, content production and lifecycle, metadata and search, accessibility compliance, taxonomy development, and content governance.

This document becomes the design roadmap for content strategy

Goal: Convey a picture of the current state, any issues and position the

opportunities for the future state in a series of recommendations

Discovery Phase – Content Strategy Framework

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Discovery Phase – Content Strategy Framework – How to do it? Construct a document that captures gaps, issues and pain-points Tie each issue to a future-state recommendation

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Discovery Phase – Content Strategy Framework Sample TOC Introduction—Scope of the audit, what it covers, and why it was completed, as well as

the process used to conduct it (e.g., inventoried content, audited it, identified key issues, sought sign off, etc.)

Content Quality—Brand integrity

Content Quality—Relevance, timeliness, and accuracy

Content Quality—Richness and effective messaging

Content Structure—How content is labelled, categorized, taxonomy, etc.

Content Prioritization —Content priorities per key pages (e.g., priorities on the homepage, key landing pages, etc.)

Metadata and SEO

Accessibility Compliance

Metrics and Analytics

Content Production and Content Lifecycle Findings—These should document the workflow processes and any issues, gaps, and requirements for the future-state design

Website Content Governance

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7. Feedback and Contact Information

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Questions?

What did you want to learn that you still have questions about?

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Keep the conversation going. . .

Rebecca Schneider [email protected] azzardconsulting.com http://www.linkedin.com/in/rebeccaschneider

Kevin P Nichols [email protected] kevinpnichols.com Twitter: #kpnichols LinkedIn: http://www.linkedin.com/pub/kevin-nichols/0/b50/160

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29© 2011 SapientNitro | a division of Sapient Corporation