oreos and milk: 5 reasons content strategy + content engineering go together (for confab)

64
5 Reasons Content Strategy & Content Engineering Go Together - LIKE MILK AND OREO COOKIES – ©2014 Content Science + Kanban @leenjones @kanbanphilip

Post on 17-Oct-2014

1.221 views

Category:

Business


0 download

DESCRIPTION

Oreos are great. Milk is great. Together, however, they become something more - a magical dunking-and-snacking experience. In a similar way, the discipline of content strategy is valuable, and the discipline of content engineering is valuable. When those disciplines work hand-in-hand, however, the result is a content experience that seems magical to your users. Presented for Confab Central, Colleen Jones and Philip Wisniewski shed light on 5 opportunities to create content magic by applying these 2 disciplines.

TRANSCRIPT

Page 1: Oreos and Milk: 5 Reasons Content Strategy + Content Engineering Go Together (For Confab)

5 Reasons Content Strategy & Content Engineering

Go Together

-  LIKE MILK AND OREO COOKIES –

©2014 Content Science + Kanban

@leenjones @kanbanphilip

Page 2: Oreos and Milk: 5 Reasons Content Strategy + Content Engineering Go Together (For Confab)

ABOUT US…(just a few words, we promise)

Page 3: Oreos and Milk: 5 Reasons Content Strategy + Content Engineering Go Together (For Confab)
Page 4: Oreos and Milk: 5 Reasons Content Strategy + Content Engineering Go Together (For Confab)
Page 5: Oreos and Milk: 5 Reasons Content Strategy + Content Engineering Go Together (For Confab)

OPPORTUNITY: CONTENT MAGIC

Page 6: Oreos and Milk: 5 Reasons Content Strategy + Content Engineering Go Together (For Confab)

YOUR MAGICAL “OREO” MOMENT demands capabilities like these…

•  Agility – Adapt and respond •  Scalability – Extend to other brands, products,

audiences / customers, or purposes •  Repeatability – Replicate each day, week, month

•  Audience Engagement •  Efficiency •  Revenue / Conversion

TO GET RESULTS LIKE THESE…

Page 7: Oreos and Milk: 5 Reasons Content Strategy + Content Engineering Go Together (For Confab)

MAGIC FEELS MAGICAL, but it’s an illusion that’s planned and engineered

To Create Content Magic, You Need STRATEGY + ENGINEERING

Page 8: Oreos and Milk: 5 Reasons Content Strategy + Content Engineering Go Together (For Confab)

Your 5 Opportunities to Create Magic

1. Personalization

Page 9: Oreos and Milk: 5 Reasons Content Strategy + Content Engineering Go Together (For Confab)

1. Personalization

STRATEGY •  User Journey / Lifecycle •  Content Assets + Modeling •  Cost / Benefit

ENGINEERING •  Data Sources •  Transformation •  Enhancement •  L10N

Page 10: Oreos and Milk: 5 Reasons Content Strategy + Content Engineering Go Together (For Confab)

1. Personalization: Strategy

•  Does personalization pay off for your users? •  Do you have the right content structure? •  Do you have content gaps?

Page 11: Oreos and Milk: 5 Reasons Content Strategy + Content Engineering Go Together (For Confab)

A Customer Lifecycle for a Niche Retailer

Page 12: Oreos and Milk: 5 Reasons Content Strategy + Content Engineering Go Together (For Confab)

Reuse Research Content for Nurture Phase

Page 13: Oreos and Milk: 5 Reasons Content Strategy + Content Engineering Go Together (For Confab)

1. Personalization: Engineering

•  Which systems maintain the data that drives the experience?

•  How is the user authenticated?

Page 14: Oreos and Milk: 5 Reasons Content Strategy + Content Engineering Go Together (For Confab)

Technologies that Impact Content Personalization

Browser / Presentation A/B or Multivariate Testing

Content Management System

Web & Mobile Analytics

Social Media

Listening & Mgmt

DMP Ad Mgmt /

DSP

CRM

DAM / VMP Tag Mgmt

User Mgmt Commerce

Campaign Mgmt

Content Sourcing

Page 15: Oreos and Milk: 5 Reasons Content Strategy + Content Engineering Go Together (For Confab)

Content Strategy @ Nikon

Page 16: Oreos and Milk: 5 Reasons Content Strategy + Content Engineering Go Together (For Confab)

Personalization by User Behavior

Page 17: Oreos and Milk: 5 Reasons Content Strategy + Content Engineering Go Together (For Confab)

Personalization by Single Sign On

Page 18: Oreos and Milk: 5 Reasons Content Strategy + Content Engineering Go Together (For Confab)

•  It’s a big effort. Start small! •  If it requires a user to work hard or feels

intrusive, personalization usually fails. •  Consider the availability / uptime of your

systems.

1. Personalization

Page 19: Oreos and Milk: 5 Reasons Content Strategy + Content Engineering Go Together (For Confab)

Your 5 Opportunities to Create Magic

1.  Personalization 2. Presentation

Page 20: Oreos and Milk: 5 Reasons Content Strategy + Content Engineering Go Together (For Confab)

2. Presentation

STRATEGY •  Access •  Adaptation •  Prioritization

ENGINEERING •  Multi device •  SEO •  Page speed

Page 21: Oreos and Milk: 5 Reasons Content Strategy + Content Engineering Go Together (For Confab)

2. Presentation: Strategy

•  Is your content easy for your systems to access and for search engines to find?

•  Do you need multiple versions of some content to account for extreme screens?

•  Do you prioritize the right content for your users?

Page 22: Oreos and Milk: 5 Reasons Content Strategy + Content Engineering Go Together (For Confab)

•  11% of mobile users entered through photo pages

•  60% of users bounced

WHY?

Page 23: Oreos and Milk: 5 Reasons Content Strategy + Content Engineering Go Together (For Confab)

•  Only a cryptic caption presented with photo

•  No orienting details presented

Page 24: Oreos and Milk: 5 Reasons Content Strategy + Content Engineering Go Together (For Confab)

2. Presentation: Engineering

•  Responsive vs adaptive?

•  Browser vs server side scripting? What are the opportunities and challenges with caching?

•  Which SEO “tricks” will help you and which can hurt you?

Page 25: Oreos and Milk: 5 Reasons Content Strategy + Content Engineering Go Together (For Confab)

SEO Optimization

Page 26: Oreos and Milk: 5 Reasons Content Strategy + Content Engineering Go Together (For Confab)

SEO Optimization

Page 27: Oreos and Milk: 5 Reasons Content Strategy + Content Engineering Go Together (For Confab)

SEO Optimization

Page 28: Oreos and Milk: 5 Reasons Content Strategy + Content Engineering Go Together (For Confab)

•  It’s about much more than design. Plan for significant content work.

•  Content metadata is your friend. •  Dream big, but balance against content,

design, and development effort.

2. Presentation

Page 29: Oreos and Milk: 5 Reasons Content Strategy + Content Engineering Go Together (For Confab)

Your 5 Opportunities to Create Magic

1.  Personalization 2. Presentation

3. Authoring Experience

Page 30: Oreos and Milk: 5 Reasons Content Strategy + Content Engineering Go Together (For Confab)

3. Authoring Experience

STRATEGY •  Editorial Process •  Content Lifecycle •  Standards •  Training

ENGINEERING •  Templates & Controls •  Workflow •  Tools

Page 31: Oreos and Milk: 5 Reasons Content Strategy + Content Engineering Go Together (For Confab)

3. Authoring Experience: Strategy

•  Does your process and content lifecycle drive your systems’ workflow?

•  Do you have templates that help enforce your standards?

Page 32: Oreos and Milk: 5 Reasons Content Strategy + Content Engineering Go Together (For Confab)

SME Syndrome!!

Page 33: Oreos and Milk: 5 Reasons Content Strategy + Content Engineering Go Together (For Confab)

Define Process + Lifecycle First

Appropriate SME Step

Page 34: Oreos and Milk: 5 Reasons Content Strategy + Content Engineering Go Together (For Confab)

3. Authoring Experience: Engineering

•  Workflow about more than create and publish. What about enhancement? Transcreation? Syndication? Video?

•  Is your presentation layer locked down while allowing flexibility for your CMS users?

•  Are your user-generated content contributions going unchecked?

Page 35: Oreos and Milk: 5 Reasons Content Strategy + Content Engineering Go Together (For Confab)

Navigation Tools

Page 36: Oreos and Milk: 5 Reasons Content Strategy + Content Engineering Go Together (For Confab)

Navigation Tools

Page 37: Oreos and Milk: 5 Reasons Content Strategy + Content Engineering Go Together (For Confab)

Flexibility + Control

Page 38: Oreos and Milk: 5 Reasons Content Strategy + Content Engineering Go Together (For Confab)

User Generated Content

38

700+ tags

Page 39: Oreos and Milk: 5 Reasons Content Strategy + Content Engineering Go Together (For Confab)

•  Better authoring experience = better content capability.

•  Train in more than tools. Train in process and connection of process to strategy.

•  Be wary of out-of-box workflow. Review capabilities impact your ability to componetize and reuse.

3. Authoring Experience

Page 40: Oreos and Milk: 5 Reasons Content Strategy + Content Engineering Go Together (For Confab)

Your 5 Opportunities to Create Magic

1.  Personalization 2. Presentation

3. Authoring Experience 4. Reuse

Page 41: Oreos and Milk: 5 Reasons Content Strategy + Content Engineering Go Together (For Confab)

4. Reuse

STRATEGY •  Reuse vs Repurpose vs

Reimagine •  Single Source •  Content Structure

Engineering •  Enhancement •  Granularity •  Contextualization

Page 42: Oreos and Milk: 5 Reasons Content Strategy + Content Engineering Go Together (For Confab)

4. Reuse: Strategy

•  Is reusing appropriate? Do you need to reimagine instead?

•  Is your content structured at a granular enough level to support reuse?

Page 43: Oreos and Milk: 5 Reasons Content Strategy + Content Engineering Go Together (For Confab)

43

Modeling Reuse Potential Revealed Need for One Description

Product Template Product Page

Product Description

Print Collateral

Search Results News Feed

Page 44: Oreos and Milk: 5 Reasons Content Strategy + Content Engineering Go Together (For Confab)

4. Reuse: Engineering

•  What tools will you use to manage your content metadata and attributes?

•  How will reusing content chunks affect your ability to review and approve content in context?

•  Will you need a digital asset management system for all of the variations of your modular content?

Page 45: Oreos and Milk: 5 Reasons Content Strategy + Content Engineering Go Together (For Confab)

•  Align reuse with your personalization, presentation, and authoring plans.

•  Learn the science and art of content modeling. •  Reuse has some complications that can balance

out efficiencies. Ensure you have the right technology foundation.

4. Reuse

Page 46: Oreos and Milk: 5 Reasons Content Strategy + Content Engineering Go Together (For Confab)

Your 5 Opportunities to Create Magic

1.  Personalization 2. Presentation

3. Authoring Experience 4. Reuse

5. Governance

Page 47: Oreos and Milk: 5 Reasons Content Strategy + Content Engineering Go Together (For Confab)

5. Governance

STRATEGY •  Centralized vs Decentralized

or Embedded Models •  Empowerment to Scale

ENGINEERING •  Roles + Responsibilities •  Technology Selection •  Scale

Page 48: Oreos and Milk: 5 Reasons Content Strategy + Content Engineering Go Together (For Confab)

5. Governance: Strategy

•  Do you have the right mix of oversight and autonomy, with clear roles and responsibilities?

•  Do you empower contributors and stakeholders with a conversant and collaborative culture?

Page 49: Oreos and Milk: 5 Reasons Content Strategy + Content Engineering Go Together (For Confab)

A sneak peek behind the scenes…

We’re creating videos and rich content for the

product launch.

We might be, too. What exactly do you

mean by rich content?

Wait, so are we.

SILO SYNDROME!

Page 50: Oreos and Milk: 5 Reasons Content Strategy + Content Engineering Go Together (For Confab)

50  

Are your teams conversant in your content strategy?

VISION VOCABULARY WISDOM

Page 51: Oreos and Milk: 5 Reasons Content Strategy + Content Engineering Go Together (For Confab)

Content Strategy Training + Brief

51  

I’m seeing people ask more questions like the ones in the Brief and do more planning at the front end of a content project. Diane Bunton Marketing Director, Global Online Content Operations, Dell

!

1

Content Strategy Brief Template

Our Content Strategy At-a-Glance Our content will ______________________________________

___________________________________________________

___________________________________________________

By

o ____________________________________________

____________________________________________

o ____________________________________________

____________________________________________

o ____________________________________________

____________________________________________

o ____________________________________________

____________________________________________

How We Will Carry Out the Strategy

Will we curate existing content, edit existing content, or create new

content?

___________________________________________________

___________________________________________________

___________________________________________________

Page 52: Oreos and Milk: 5 Reasons Content Strategy + Content Engineering Go Together (For Confab)

5. Governance: Engineering

•  How are business needs requiring IT support staffed? Prioritized?

•  Can existing systems support your effort? Are problems because of the technology or its implementation?

•  What is the process to select new technologies and integrate into the enterprise architecture? Who manages the vendor ecosystem?

Page 53: Oreos and Milk: 5 Reasons Content Strategy + Content Engineering Go Together (For Confab)

RACI / DACI

Page 54: Oreos and Milk: 5 Reasons Content Strategy + Content Engineering Go Together (For Confab)

Expanded Content Matrix

54

Copy Links & Urls Templates and Modules

Dynamic vs Static Content Channels (for Reuse)

SEO & Other Meta Data

Page 55: Oreos and Milk: 5 Reasons Content Strategy + Content Engineering Go Together (For Confab)

•  Think of your team(s), processes, and technology as one big system.

•  Collaboration is oil to keep the system running smoothly.

•  Campaigns are a way to see some quick wins, but the enterprise lens is the holy grail.

5. Governance

Page 56: Oreos and Milk: 5 Reasons Content Strategy + Content Engineering Go Together (For Confab)

Your 5 Opportunities to Create Magic

1.  Personalization 2. Presentation

3. Authoring Experience 4. Reuse

5. Governance 6. Evaluation

Page 57: Oreos and Milk: 5 Reasons Content Strategy + Content Engineering Go Together (For Confab)

Pulling content-specific data from many systems is like

looking for needles in haystacks.

Problems with Evaluating Content

Page 58: Oreos and Milk: 5 Reasons Content Strategy + Content Engineering Go Together (For Confab)

THE CONTENTWRX VISION

It’s rewarding to see our progress + to tell

that story to our stakeholders.

I see opportunities for some “quick wins” +

bigger changes.

Vision: Actionable Content Intelligence

Page 59: Oreos and Milk: 5 Reasons Content Strategy + Content Engineering Go Together (For Confab)

THE CONTENTWRX VISION

It’s rewarding to see our progress + to tell

that story to our stakeholders.

I see opportunities for some “quick wins” +

bigger changes.

DID WE ALL SHOP AT THE SAME SHIRT STORE?

Vision: Actionable Content Intelligence

Page 60: Oreos and Milk: 5 Reasons Content Strategy + Content Engineering Go Together (For Confab)

60

Evaluation Tools Are Emerging

Page 61: Oreos and Milk: 5 Reasons Content Strategy + Content Engineering Go Together (For Confab)

61

Before Tools: Ask the Right Questions

Going through the data mining process and asking the right questions is the hardest part.

With seemingly unlimited data and finite time, narrowing the scope to yield meaningful answers is critical.

Alan Segal

Senior Director Business Intelligence Cox Media

Page 62: Oreos and Milk: 5 Reasons Content Strategy + Content Engineering Go Together (For Confab)

The Opportunities for Content Magic ARE NEARLY ENDLESS

Content Strategy + Content Engineering Will Help You PRIORITIZE, PLAN, + PERFORM

Page 63: Oreos and Milk: 5 Reasons Content Strategy + Content Engineering Go Together (For Confab)

START CREATING YOUR OWN MAGIC…

•  Look at your content opportunities through the lenses of strategy and engineering.

•  Consider the content maturity model in our joint white paper: www.kanbansolutions.com.

•  Learn more from the article What Is Content Engineering? in Chief Content Officer or at contentmarketinginstitute.com.

Page 64: Oreos and Milk: 5 Reasons Content Strategy + Content Engineering Go Together (For Confab)

QUESTIONS? @leenjones @kanbanphilip