This document discusses how content strategy and content engineering work together to create effective content. It outlines five opportunities to create magic through content: 1) personalization, 2) presentation, 3) authoring experience, 4) reuse, and 5) governance. Each opportunity includes both strategic and engineering considerations. The document emphasizes that both strategy and engineering are needed to prioritize, plan, and execute content initiatives that drive results. It encourages readers to evaluate their own content opportunities using these lenses.
6. 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…
7. MAGIC FEELS MAGICAL,
but it’s an illusion that’s
planned and engineered
To Create Content Magic, You Need
STRATEGY + ENGINEERING
14. 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 MgmtCommerce
Campaign
Mgmt
Content
Sourcing
18. • 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
21. 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?
22. • 11% of mobile users entered
through photo pages
• 60% of users bounced
WHY?
23. • Only a cryptic caption
presented with photo
• No orienting details
presented
24. 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?
28. • 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
29. Your 5 Opportunities to Create Magic
1. Personalization
2. Presentation
3. Authoring Experience
31. 3. Authoring Experience: Strategy
• Does your process and content lifecycle
drive your systems’ workflow?
• Do you have templates that help enforce
your standards?
34. 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?
39. • 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
40. Your 5 Opportunities to Create Magic
1. Personalization
2. Presentation
3. Authoring Experience
4. Reuse
41. 4. Reuse
STRATEGY
• Reuse vs Repurpose vs
Reimagine
• Single Source
• Content Structure
Engineering
• Enhancement
• Granularity
• Contextualization
42. 4. Reuse: Strategy
• Is reusing appropriate? Do you need to reimagine
instead?
• Is your content structured at a granular enough
level to support reuse?
43. 43
Modeling Reuse Potential Revealed
Need for One Description
Product Template
Product Page
Product
Description
Print
Collateral
Search Results
News Feed
44. 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?
45. • 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
46. Your 5 Opportunities to Create Magic
1. Personalization
2. Presentation
3. Authoring Experience
4. Reuse
5. Governance
47. 5. Governance
STRATEGY
• Centralized vs Decentralized
or Embedded Models
• Empowerment to Scale
ENGINEERING
• Roles + Responsibilities
• Technology Selection
• Scale
48. 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?
49. 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!
50. 50
Are your teams conversant in
your content strategy?
VISION VOCABULARY WISDOM
51. 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?
___________________________________________________
___________________________________________________
___________________________________________________
52. 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?
54. Expanded Content Matrix
54
Copy Links & Urls
Templates and Modules
Dynamic vs Static Content
Channels (for Reuse)
SEO & Other Meta Data
55. • 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
56. Your 5 Opportunities to Create Magic
1. Personalization
2. Presentation
3. Authoring Experience
4. Reuse
5. Governance
6. Evaluation
58. 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
59. 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
61. 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
62. The Opportunities for Content Magic
ARE NEARLY ENDLESS
Content Strategy + Content Engineering Will
Help You PRIORITIZE, PLAN, + PERFORM
63. 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.