the next generation of content strategy: a performance-driven model workshop

THE NEXT GENERATION OF CONTENT STRATEGY:

A PERFORMANCE DRIVEN MODELA Confab Intensive Workshop

2 Sept 2015

Paula Land Kevin P Nichols

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Agenda■ Introductions & Expectations (10 minutes)■ Defining Performance-Driven Content (20 minutes)■ Developing a Performance Strategy (25 minutes)■ Analyzing Performance (20 minutes)Break! (20 minutes) ■ Operationalizing Performance (25 minutes)■ Workshop Exercise (45 minutes)■ Wrap Up (15 minutes)

2 Sept 2015 The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols

INTRODUCTIONS & EXPECTATIONS

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About your presenters

Paula Land

■ Owner, Strategic Content■ Co-founder, Content Insight, home of

the Content Analysis Tool (CAT)■ Author, Content Audits and

Inventories: A Handbook■ 25+ years in editorial and content

strategy■ @content_insight

Kevin Nichols

■ Global content strategist■ Author, Enterprise Content Strategy: A Project

Guide and UX for Dummies■ 20 years experience in the web development

industry■ Key clients: MIT Open Courseware, Hewlett

Packard, Verizon, Target■ @kpnichols


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About you

■ Introduce yourself to your table!■ What are your expectations for this workshop?


The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols

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Key takeaways

■ Introduction to the concepts of performance driven content and measurement

■ Understanding of what a performance-driven roadmap is and how to create one

■ Key considerations for getting it right■ Hands-on activity to practice what you’ve learned

2 Sept 2015

DEFINING PERFORMANCE-

DRIVEN CONTENTDefinitionExamples

Image source: http://upload.wikimedia.org/wikipedia/commons/1/1b/Frances_Densmore_recording_Mountain_Chief2.jpg

Defining content

“Any information that is recorded.”Kevin P Nichols & Rebecca Schneider



Meet Oolong

2 Sept 2015 9

Image source: https://en.wikipedia.org/wiki/Oolong_(rabbit)

One type of performance…■ A rabbit posing with random

objects on its head

http://creativecommons.org/licenses/by-sa/2.0/

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Meet Oolong


Image source: Patrick Barry at this link on Flikr.

And then there is another type of performance…*Oolong (AKA Pancake Bunny) received international recognition:■ Global presence on internet■ Featured in NY Times■ A dedicated Wikipedia page■ Received international audience

*Info source: https://en.wikipedia.org/wiki/Oolong_(rabbit)

https://www.flickr.com/photos/pbarry/

https://www.flickr.com/photos/pbarry/976467



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Defining performance-driven contentMeasurement and evaluation of content in order to make decisions on future content priorities.

Comes from school of data-driven marketing, but is specific to content.

2 Sept 2015


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Performance-driven content: Examples

2 Sept 2015

Netflix Nike Your YearIBM


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Benefits of a performance-driven content approach■ Drives effective and relevant

content to a user■ Leverages inputs so you can

respond to user’s content needs

■ Helps build a publication model around performance

2 Sept 2015

Recreated with permission of Kevin P Nichols from Enterprise Content Strategy: A Project Guide for omnichannel.com.

http://kevinpnichols.com/books/enterprise-content-strategy-project-guide/

DEVELOPING A PERFORMANCE

STRATEGY


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Developing a performance strategy1. Assess the critical inputs2. Consider additional requirements3. Define a strategic roadmap

2 Sept 2015

Source: SapientNitro 2014 Content Strategy Positioning Paper

http://www.slideshare.net/sapient/sapient-nitro-contentstrategy2013

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Critical inputs

■ Business requirements■ User inputs: – Personas and segments– Cross-channel journeys– Research and trends■ Content assessment■ Analytics■ Tools (for ongoing efforts): E.g.,

content calendar

2 Sept 2015


Step 1: Assess the critical inputs

Content Audit





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Business requirements

2 Sept 2015

■ Business goals and objectives that connect to users

■Define for■ Entire content ecosystem■ Each channel experience within it■ Down to page-type levels

■Identify new products/services/campaigns requiring content

Image source: https://en.wikipedia.org/wiki/Strategy



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User inputs – personas / segments

2 Sept 2015

Know your users:■ Who are your users?– Segmentation models■ How do they behave?– Personas

Note:■ Continue to test and evolve■ Requires UX expertise

Persona Example taken from Content Strategy Alliance’s Free Tools and Templates Handbook.


http://contentstrategyalliance.com/wp-content/uploads/2015/07/ContentStrategyAlliance_Persona_Example-formatted-ver-1.pdf

http://contentstrategyalliance.com/csa-best-practices/csa-handbook/


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User inputs – inter and intra channel journeys

2 Sept 2015

Leverage user journeys to determine content needs:■ Cross-channel (intra-channel)■ Singular channel (inter-channel)■ FunnelsNote:■ Validate at least semiannually■ Identifies future areas for investment

to prioritize content





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User inputs – inter and intra channel journeys

2 Sept 2015

■ Example Customer Journey Content MapPersona User State User Journey Channel Content

Soccer Mom Anonymous Buy a Product – Step One: searches for product in Google

Website (Desktop)Mobile (App)

Product information in home page carousel

Soccer Mom Anonymous Buy a Product – Step Two: clicks on product in carousel goes to product detail


Product detail page

Soccer Mom Anonymous But a Product – Step Three: Add to cart


Shopping cart

Source: Rebecca Schneider and Kevin Nichols Fundamentals of Omnichannel Content Strategy Workshop on OmnichannelContentStrategy.com


http://omnichannelcontentstrategy.com/workshop-materials/

http://omnichannelcontentstrategy.com/


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User inputs – research and trends

2 Sept 2015

Informs the trends on user behaviors, as well as technology and industry:■ Many sources

available■ Follow it closely

• Alexa: Web analytics and benchmarking data. • Nielsen Press Releases: Whitepapers about technology and

media trends. • Nielsen Norman Group Reports: Reports on various areas of

User Experience.• Our Mobile Planet: Smartphone and adoption data on 48

countries.• Pew Internet: Wide-Sweeping reports on shifting American

behavior as it pertains to the internet.• Comscore Press Releases: Whitepapers about technology and

media trends.• Google Insights: Topics are widespread and you can find

information from user behavior on screen size to trends in technology

Reprinted from Kevin P Nichols’ Enterprise Content Strategy: A Project Guide, Page 47.See also Havas Media’s Global Media Trends and Insights


http://www.alexa.com/

http://www.nielsen.com/us/en/reports.html

http://www.nielsen.com/us/en/reports.html

http://www.nngroup.com/reports/

http://www.nngroup.com/reports/

http://think.withgoogle.com/mobileplanet/en/

http://think.withgoogle.com/mobileplanet/en/

http://www.pewinternet.org/

http://www.pewinternet.org/

http://www.comscore.com/Insights/Press_Releases/(offset)/



http://www.havasmedia.com/our-thoughts/global-media-trends

http://www.havasmedia.com/our-thoughts/insights


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Content experience

"If you know your content, you can control your content"

—Ann Rockley

■ Audit the content■ Repeat annually or semiannually■ More on audits later…

2 Sept 2015



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Leverage competitive analysis

2 Sept 2015

Competitive Analysis Template taken from Content Strategy Alliance’s Free Tools and Templates Handbook.

■ Audit your competitors just as you would your content

■ Identifies opportunities and gaps in your own experience


http://contentstrategyalliance.com/wp-content/uploads/2015/07/ContentStrategyAlliance_CompetitiveAnalysis_Template-formatted-ver1..xlsx



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Metrics and analytics

2 Sept 2015

■ Goal of tracking and assessing data: Understand reach, engagement, conversion

■ Hard data: Quantifiable (the “what”) ■ Soft data: Qualitative (the “why)

Image source: https://commons.wikimedia.org/wiki/File:Plastic_tape_measure.jpg.


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Metrics and analytics: Hard metrics■ Quantitative

measurements– Conversions– Page views– Time on site– Click-throughs – Keyword search– User journey■ Social metrics– Likes, shares,

subscriptionsImage source: Laurie Carodonna at this Flickr URL.


The Next Generation of Content Strategy: A Performance-Driven Model @content_insight | @kpnichols2 Sept 2015

https://www.flickr.com/photos/creativedreamstudio/4740869911

https://www.flickr.com/photos/creativedreamstudio/4740869911



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Metrics and analytics: Soft metrics■ Primary research– Focus groups■ Secondary research– Marketing trends■ Social listening– Behavioral, sentiment analysis■ Surveys– Customer satisfaction■ Customer feedback■ Reviews

2 Sept 2015

Slide adapted from Rebecca Schneider and Kevin Nichols Fundamentals of Omnichannel Content Strategy Workshop on OmnichannelContentStrategy.com

Image source: Samuel Mann at this Flickr URL.




https://www.flickr.com/photos/21218849@N03/9719953713

https://www.flickr.com/photos/21218849@N03/9719953713


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Considerations: Content■ Aspire for GREAT content!■ Make the investment in continual creation

of great content a business priority■ Understand: your brand’s identify is only

as good as the content that supports it■ Don’t recycle the same existing content

again and again and again—improve it!

2 Sept 2015

Image source: Laurel Fan at this Flickr URL.

Step 2: Considering additional requirements


https://www.flickr.com/people/laurelfan/

https://www.flickr.com/photos/laurelfan/4972263371/in/photolist-8zo9EP-92iind


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Considerations: Operations■ Operations– Budgetary support – Siloed business units– Conflicting incentive structures– Cross discipline roles

■ Data– IT should not own data– Data is more than metrics/analytics– Measure across channels?

■ Technology– Can require multiple systems and dedicated tech resources– Tech integration is often required– Tech should not drive any of the above

2 Sept 2015



Step 2: Considering additional requirements



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Roadmap: Overview

■ Plots prioritized and scheduled approach to achieving the short- and long-term performance recommendations

■ Identifies bottom-up projects to feed it, and immediate opportunities to improve processes and demonstrate value

Remember…■ Start big, not small■ Revisit roadmap and course correct as needed


Step 3: Developing a strategic roadmap

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Roadmap: Team Planning

■ Start with a multidisciplinary team– Content Producing Group(s)– Information Technology (architects)– Sponsoring Business Unit Representative(s) (with budget authority)– Marketing (MarCom)– Subject Matter Experts (as needed)■ Establish core group members, meeting intervals■ Each meeting should have clear goals and action items■ A RACI or similar tool may be useful



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Roadmap: Business Goals

■ What is the long term vision for the company?■ What are the business goals within context of corporate strategy?■ What are the objectives in place to meet those goals?■ How will omnichannel advance business goals?■ Who are your audience(s)?■ What channels are important to your business?

Answer the above as part of a discovery phase.



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Roadmap: Stakeholder Interviews■ Meet with key stakeholders (cast of 1000+ not necessary)– Business sponsor(s)– MarCom– Content producers– Information technology■ Ask same/similar questions (interview protocol)■ Provide findings and analysis report■ Use report to inform roadmap



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Roadmap: Workshops

■ Use workshops to define high-level roadmap that plots strategy for next 2-3 years

■ High-level example: See wall print out■ We will go through a workshop exercise today



ANALYZING PERFORMANCE

Tools and Processes

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Tools and processes for measuring performance■ Metrics and analytics■ User research■ Content audit■ Optimized content lifecycles■ Content calendar


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Select your analytics

2 Sept 2015

■ Review business goals/objectives

■ Determine which metrics will best measure an objective’s success

■ Look within each channel and across channels; don’t forget social





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Select your analytics, cont.

2 Sept 2015

■ Use the SMART approach:– Specific– Measureable– Assignable– Realistic– Time-related





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Choose your tools

2 Sept 2015

Adapted from http://chiefmartec.com/2015/01/marketing-technology-landscape-supergraphic-2015/


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Gather and analyze data■ Focus on your most

important content■ Look for the lows but don’t

forget the middle■ Matrix the data■ Account for factors like

seasonality


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Analyze soft metrics■ Primary research■ Secondary research■ Social listening■ Surveys■ Customer feedback■ Reviews


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Understand user behavior

2 Sept 2015

■ User flows■ Usability testing■ Card sorts■ Search log analysis■ Customer support logs


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The content audit

2 Sept 2015

■ Shows whether content supports business and user goals■ Incorporates metrics for performance analysis■ Informs strategy for improvement■ Ensures that content consistently follows brand, editorial, style

and metadata guidelines■ Establishes a basis for gap analysis between content you have

and content you need■ Prepares content for revision, removal and migration■ Uncovers patterns in content to support structured content plans■ Supports decision-making■ Reduces project risk


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Audit tools


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What to do with findings

■ Plan and implement content improvements– Future content planning– Content to leave as-is– Content to optimize– Content to sunset

■ Implications for governance


OPERATIONALIZING PERFORMANCE

Governance and Organizational Change

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Governance and organizational change■ The benefits of governance■ Strategic and operational aspects

2 Sept 2015

Effective

content

Operational excellence

Strategic foundation


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Governance: Benefits■ Provides a structure for content creation and maintenance■ Sets, enables, and enforces standards■ Provides clear roles and responsibilities■ Provides a forum for content-related issues■ Group members can collaboratively define success measures■ Ensures predictable processes■ Lowers risk■ Conserves resources


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Strategic aspects of governance■ Understand current state■ Define goals, priorities, use cases for future■ Define success metrics


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Operational aspects of governance

2 Sept 2015

■ People■ Processes■ Tools


PEOPLE

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Governance: People

■ Preparing the organization for change ■ Team model to support governance ■ Roles and responsibilities


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Prepare the organization for change■ Getting organizational buy-in■ Changed roles and responsibilities■ Need for training■ Documentation of policies and workflows■ Tools implementation and adoption


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Set team model

Governance Team

Working Groups

Social Analytics Legal Content TechnologyBrand

Operations Technology Marketing Publishing TaxonomyStrategy

Executive Sponsor

2 Sept 2015

Product


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Define roles and responsibilities

2 Sept 2015

■ One model: RACI■ Other models may exist in your organization – key is choosing what works

Source: Content Strategy Alliance Tools & Templates Handbook http://contentstrategyalliance.com/csa-best-practices/csa-handbook/


PROCESSES

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Governance: Processes

■ Procedures, policies, guidelines ■ Communication ■ Training■ Ongoing optimization

2 Sept 2015




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Governance: Procedures■ Describe governance tasks and schedule■ Define how decisions are made■ Define content lifecycle management and workflows– Channel-specific workflow

– Content-specific workflow

– Routine maintenance

– Change management

– Updating content

– Archiving content

■Create a schedule of content review based on the quantity and frequency of publication


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Governance: Communication and training

2 Sept 2015

Message/Campaign

Audience Objective

Distribution

Format Frequency

Responsible

■Create communication plan to schedule project communications■Plan and implement team training on processes and tools■Use in conjunction with RACI model


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Governance: Tools

■ Editorial calendars ■ Optimized content lifecycles■ Workflows ■ Tracking and reporting■ Process automation


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Editorial calendar■ Central area for content planning and production■ Should align with other calendars (technical implementations,

marketing campaigns, product releases, etc.)■ Include go-live dates, dependencies, responsible party

2 Sept 2015

Source: Content Strategy Alliance Tools & Templates Handbook http://contentstrategyalliance.com/csa-best-practices/csa-handbook/


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Optimized content lifecycles

2 Sept 2015

Source: http://contentstrategyalliance.com/csa-best-practices/csa-handbook/

■ Tracks content from planning through distribution

■ Provides a way to ensure consistent process

■ Allows for identification of optimization opportunities


Governance workflow

■ Can be used in conjunction with a RACI chart

■ Provides clear steps in approval process - people-focused rather than tools

■ Shows hand off points

2 Sept 2015 63





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Dashboards

■ Provide information on content creation (or other) progress

■ Helps to identify potential roadblocks

■ Helps to plan for future initiatives

2 Sept 2015





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Performance-tracking dashboard

2 Sept 2015

Source: http://contentstrategyalliance.com/csa-best-practices/csa-handbook/


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Process automation

■ Automated workflows■ Content expiration■ Version control


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Governance considerations

■ Testing (and iterating) on processes■ Overcoming organizational resistance■ Preparing for expanded roles—may need to add resources, change

responsibilities


WORKSHOP EXERCISE

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Workshop exercise: Define a roadmap■ To define your roadmap, decide on the experience for which you want

to create a roadmap■ Use the structure of the printed-out roadmap■ Take each category under “launch” and create your roadmap, naming

specific content,. Focus on areas that are critical to the experience.– Be specific. If you have a product company, pick a product launch– If you have a corporate site or non-profit, take a corporate

responsibility story or a specific initiative within your program


FINAL THOUGHTS

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Final thoughts

■ It takes a village—to effectively implement a performance-driven content initiative you need organizational buy-in, cross-functional support

■ If at first you don’t succeed… It may take a few tries to get your roadmap in place and your processes organized and optimized. Review, revise, repeat.


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Stay in touch!

Paula■ [email protected]■ Web: – www.content-insight.com– www.strategiccontent.com

■ LinkedIn: www.linkedin.com/in/paulaland■ Twitter: twitter.com/content_insight

Kevin■ [email protected]■ Web: kevinpnichols.com■ LinkedIn:

www.linkedin.com/in/kevinpnichols■ Twitter: twitter.com/kpnichols■ YouTube:

www.youtube.com/user/kevinpnichols


http://www.content-insight.com/

THANK YOU!

APPENDIX

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Suggested reading■ Havas Worldwide. Prosumer Report. Building Brands That Matter: The Sweet Spot Between Trust & Dynamism. 2013.– http://www.prosumer-report.com/blog/wp-content/uploads/downloads/2013/11/HWW-Prosumer-Report-Brand-Dynamism-Hi-

Res.pdf

■ Welchman, Lisa. Managing Chaos: Digital Governance by Design. Rosenfeld Media: Brooklyn, NY. 2015■ Kevin P Nichols’ Enterprise Content Strategy: A Project Guides (XML Press, January, 2015) Everything in this Webinar is

detailed much more in by book. Whilst my book is not specifically on performance driven content, that approach underlines the structure and all of my recommendations.

■ Paula Land’s Content Audits and Inventories (XML Press, October, 2014)■ Note: Paula Land and I position our books together, because we feel strongly that mine sets up a framework, and hers

informs how to use ongoing audits and governance to successful enable the framework.

■ Redman, Tom. Data-Driven Marketing, How to Engage your Customers (Harvard Business Review Webinar Series, 15 January 2015).

■ Forbes Insights: The Rise of the New Marketing Organization (January 2015).■ Content Strategy Alliance Handbook: This new repository contains nearly 40 free templates and leverages a closed-loop

structure to position the effort. ■ Rebecca Schneider and Kevin P Nichols’ Omnichannelcontentstrategy.com and Kevin P Nichols’ website: kevinpnichols.com■ NGData The Fifty Top Data-Driven Marketing Blogs■ Jones, Colleen. Clout: The Art and Science of Influential Web Content. New Riders: Berkeley, CA. 2011


http://www.prosumer-report.com/blog/wp-content/uploads/downloads/2013/11/HWW-Prosumer-Report-Brand-Dynamism-Hi-Res.pdf

http://www.prosumer-report.com/blog/wp-content/uploads/downloads/2013/11/HWW-Prosumer-Report-Brand-Dynamism-Hi-Res.pdf


http://xmlpress.net/content-strategy/audits-and-inventories/

https://hbr.org/2015/01/data-driven-marketing-how-to-engage-your-customers

http://www.forbes.com/forbesinsights/data_driven_and_digitally_savvy/


http://www.omnichannelcontentstrategy.com/

http://www.kevinpnichols.com/

http://www.ngdata.com/best-data-driven-marketing-blogs/

http://www.ngdata.com/best-data-driven-marketing-blogs/