5 Reasons Content Strategy & Content Engineering

Go Together

-  LIKE MILK AND OREO COOKIES –

©2014 Content Science + Kanban

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

OPPORTUNITY: CONTENT MAGIC

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…

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

To Create Content Magic, You Need STRATEGY + ENGINEERING

Your 5 Opportunities to Create Magic

1. Personalization

1. Personalization

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

ENGINEERING •  Data Sources •  Transformation •  Enhancement •  Localization

1. Personalization

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

A Customer Lifecycle for a Niche Retailer

Reuse Research Content for Nurture Phase

1. Personalization

•  Which systems maintain the data that drives the experience?

•  How is the user authenticated?

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

•  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

Your 5 Opportunities to Create Magic

1.  Personalization 2. Presentation

2. Presentation

STRATEGY •  Adaptation •  Prioritization

ENGINEERING •  Multi device •  SEO •  Page speed

2. Presentation

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

•  Do you make the right content available to users?

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

•  11% of mobile users entered through photo pages.

•  60% of users bounced.

WHY?

•  Only a cryptic caption presented with photo.

•  No orienting details presented.

2. Presentation

•  The great “responsive/adaptive” debate •  Browser vs client side scripting •  SEO – still not fool proof. Which tricks will help you and

which can hurt you? •  Caching presents both opportunities and challenges,

depending on the technology.

Presentation Optimization •  Lazy load for

images

•  File cache handling + edge servers

•  Enhanced deployment + syndication process

•  HTML 5 + History API allows pre-filtered search engine results based on query

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

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

development effort. Be pragmatic.

2. Presentation

Your 5 Opportunities to Create Magic

1.  Personalization 2. Presentation

3. Authoring Experience

3. Authoring Experience

STRATEGY •  Editorial Process •  Content Lifecycle •  Standards •  Training

ENGINEERING •  Templates & Controls •  Workflow •  Tools

3. Authoring Experience

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

•  Do you have templates that help enforce your standards?

SME Syndrome!!

Define Process + Lifecycle First

Appropriate SME Step

3. Authoring Experience

•  Workflow is not just to create and publish content. What about enhancement? Transcreation? Syndication? Video?

•  Don’t let UGC contributions go unchecked. •  Lock down presentation layer even if CMS tools provide

greater flexibility.

FLEXIBILITY AND CONTROL

•  Better authoring experience = better content capability

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

•  Be wary of OOB workflow – lack of in-context review/approval capabilities impact your ability to componentize and reuse.

3. Authoring Experience

Your 5 Opportunities to Create Magic

1.  Personalization 2. Presentation

3. Authoring Experience 4. Reuse

4. Reuse

STRATEGY •  Single Source •  Content Structure •  Reuse vs Repurpose vs

Reimagine

Engineering •  Enhancement •  Granularity •  Contextualization

4. Reuse

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

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

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Modeling Reuse Potential Revealed Need for One Description

4. Reuse

•  Metadata / content attributes play a major role; many tools exist for metadata management.

•  As you get more granular, your ability to review and approve content in context is compromised.

•  As you define variations of modular content, DAMs become a key technology.

•  Reuse should align 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

Your 5 Opportunities to Create Magic

1.  Personalization 2. Presentation

3. Authoring Experience 4. Reuse

5. Organization / Governance

5. Organization / Governance

STRATEGY •  Centralized vs Decentralized •  Evaluation •  Empowerment

ENGINEERING •  Roles + Responsibilities •  Technology Selection •  Scale

5. Organization / Governance

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

•  Do you empower contributors and stakeholders with the right training and a collaborative culture?

•  Are your content decisions informed by data from ongoing evaluation?

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.

It’s a relief to set realistic expectations of content impact with executives.

If we influence what users think, we also

influence what they do.

Vision: Informed Decisions

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contentwrx.com

5. Organization / Governance

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

•  Can existing systems support? Is it the technology or the implementation?

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

RACI / DACI

•  Think of your content people, process, and technology as one big system.

•  Collaboration is oil to keep the system running smoothly.

•  Campaigns can be an easy way to see some quick wins, but the enterprise lens is the holy grail.

5. Organization / Governance

The Opportunities for Content Magic ARE NEARLY ENDLESS

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

PERFORM

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/content.

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

•  For ideas and examples, check out Clout and Does Your Content Work? at the book table.

QUESTIONS?