How content strategy and engineering create magic together
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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.
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How content strategy and engineering create magic together
- 1. 5 Reasons Content Strategy & Content Engineering Go Together - LIKE MILK AND OREO COOKIES – ©2014 Content Science + Kanban @leenjones @kanbanphilip
- 2. ABOUT US…(just a few words, we promise)
- 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
- 8. Your 5 Opportunities to Create Magic 1. Personalization
- 9. 1. Personalization STRATEGY • User Journey / Lifecycle • Content Assets + Modeling • Cost / Benefit ENGINEERING • Data Sources • Transformation • Enhancement • L10N
- 10. 1. Personalization: Strategy • Does personalization pay off for your users? • Do you have the right content structure? • Do you have content gaps?
- 11. A Customer Lifecycle for a Niche Retailer
- 12. Reuse Research Content for Nurture Phase
- 13. 1. Personalization: Engineering • Which systems maintain the data that drives the experience? • How is the user authenticated?
- 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
- 15. Content Strategy @ Nikon
- 16. Personalization by User Behavior
- 17. Personalization by Single Sign On
- 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
- 19. Your 5 Opportunities to Create Magic 1. Personalization 2. Presentation
- 20. 2. Presentation STRATEGY • Access • Adaptation • Prioritization ENGINEERING • Multi device • SEO • Page speed
- 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?
- 25. SEO Optimization
- 26. SEO Optimization
- 27. SEO Optimization
- 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
- 30. 3. Authoring Experience STRATEGY • Editorial Process • Content Lifecycle • Standards • Training ENGINEERING • Templates & Controls • Workflow • Tools
- 31. 3. Authoring Experience: Strategy • Does your process and content lifecycle drive your systems’ workflow? • Do you have templates that help enforce your standards?
- 32. SME Syndrome!!
- 33. Define Process + Lifecycle First Appropriate SME Step
- 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?
- 35. Navigation Tools
- 36. Navigation Tools
- 38. User Generated Content 38 700+ tags
- 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?
- 53. RACI / DACI
- 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
- 57. Pulling content-specific data from many systems is like looking for needles in haystacks. Problems with Evaluating Content
- 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
- 60. 60 Evaluation Tools Are Emerging
- 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.