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Avoiding The Content Strategy Trapby Scott Abel, The Content Wrangler #CSA12 @ScottAbel
Content Strategy Applied EU ~ March 1, 2012 ~ London
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web: www.contentwrangler.com twitter: @contentwranglerScott Abel, The Content Wrangler
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the online resource for folks who view content as a business assetwww.thecontentwrangler.com
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site dedicated to educating people about dynamic delivery of content to customerswww.thedynamicpublisher.com
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Content strategists managethe cost of value @ScottAbel#CSA12
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Everything must track back to value
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Words alone aren’t enough. Content strategists use mathematics to make the business case for changes that create value @ScottAbel #CSA12
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savings from optimization; revenue from sales
Two sides to the content strategy return on investment coin
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To become indispensable, content strategists must help organizations to reduce waste AND earn revenue from sales @ScottAbel #CSA12
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Understanding The Content Silo Trap
by Ann Rockley and Charles Cooper ‘Managing Enterprise Content: A Unified Content Strategy” (2012)
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Publishing ‘How To’ Manuals That Sell Products:
The iFixit.com Story
by Scott Abel, The Content Wrangler
how do I dry out a wet iPhone?
how do replace an Xbox power supply?
how do fix a broken iPad screen?how do I change the fuel filter on a 2009 Honda Element?
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very few organizations do it well
Today, everyone is a publisher!
many don’t recognize it
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provide myriad opportunities for profit
New formats, standards, devicesbut there are obstacles to overcome
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Problem 1: Organizations are siloedprevents them from adopting a unified publishing strategy
100% preventable, based on outdated business practices
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or it’s cousin, WHADITWH
Problem 2: WHNDITWH
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5 lucky registrants will receive a free copy of “Managing Enterprise Content: A Unified Content Strategy” [Second Edition] by Ann Rockley & Charles Cooper
prevents organizations from mimicking successes of others
Problem 3: Few role models
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There is a roadmap availablewell-documented, road-tested methods, best practices, standards exist -- just look at technical publishing!
they’ve been producing multi-channel content for decades
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iFixit.com Case Studyand that’s exactly what the folks at iFixit.com did, but not without learning a few lessons along the way
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iFixit.com: Challenge/Opportunityto become the largest third-party seller of Apple replacement parts
millions of potential customers in the US alone
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iFixit.com Round One: First Stepidentify manufacturers to provide products
become a proper distributor
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iFixit.com Round One: Second Stepset up an online catalog of replacement parts
put it on the web and sell world wide
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iFixit.com Round One: Third Stepmake sales, earn tremendous profit
lather, rinse, repeat...
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iFixit.com Round One: Results not really “very poor” but certainly not the excellent results they had hoped for
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iFixit.com: First Lesson Learnedbuild it and they will come (and buy) isn’t an eCommerce strategy
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iFixit.com: Second Lesson Learned
instructions provided by manufacturers are of questionable quality
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iFixit.com: Third Lesson Learnedconsistent, high quality content requires a standardized, repeatable structure
too much creativity and freedom is a bad thing
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iFixit.com: Fourth Lesson Learned
when teaching how to repair, maintain or build mechanical things, big images accompanied by a little text often communicates better than many words accompanied by a few pictures
images help consumers believe they can “fit it” without messing things up
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iFixit.com: Fourth Lesson LearnediFixit.com: Fifth Lesson Learnedpdf was not the answer
old approaches no longer valid
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iFixit.com Round Two: First Stepsre-imagine the service repair manual as a high quality, media-rich, socially-enabled, mobile-device-friendly, eCommerce platform
adopt mobile-first strategy
recognize role as publisher
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iFixit.com Round Two: Second Stepsrecognize the need for xml authoring environment that supports the separation of content from its formatting information
create multi-channel, device- and platform-agnostic content
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iFixit.com Round Two: Third Stepcreate an easy-to-use standard designed to support the needs of readers and make content available on mobile devices of all types, including ones not yet envisioned
enlist the help of publishers that “get it”
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iFixit.com Round Two: Fourth Stepbuild a community-based software platform
allow both writers and community members to create repair manuals
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iFixit.com Round Two: Fifth Stepleverage keyword-rich content to drive traffic and generate sales of repair tools and replacement parts
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iFixit.com Results: Google Juiceusers often discover iFixit.com via search
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iFixit.com: Service Manualsrelevant keywords + rich media + simple instructions + social sharing = sales
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iFixit.com: Paradigm shiftdominant image plus minimal text
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iFixit.com: Multiple outputsprovide various viewing options
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iFixit.com: Multiple outputsif you require a pdf, you can have one
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iFixit.com: Multiple outputsembed code provided for social & blogs
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iFixit.com: Multiple outputscontent is marked up in oManual xml
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iFixit.com: Multiple devicescontent is dynamic published to mobile devices; updated automatically
iPhone, iPad, iPod Touch, Android
content is ‘future-proofed’
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iFixit.com: Questions/Answerscommunity / collaboration / co-authoring
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iFixit.com: Patrolusers edit and monitor content
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iFixit.com: Badgesawards, points, deputizing
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iFixit.com: Usersuser community, ratings
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iFixit.com: Teamsforming groups, consulting firms, niche communities
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iFixit.com: Contributeusers encouraged to contribute / form-based entry
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iFixit.com: Contributebehind the form: oManual xml standard
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iFixit.com: eCommercethey sell tools and parts to pay for it!
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iFixit.com: Next stepsprofessional / crowd-sourced translation
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iFixit.com: Next stepscreate a movement for change
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web: www.contentwrangler.com twitter: @contentwranglerScott Abel, The Content Wrangler