Structured Content

Structured Content

ABOUT ME

• Founder of Content Science

• Content intelligence + strategy

• Services, software, + online magazine

• Author of 2 cornerstone content books

• Advocate for influential content (before

it was cool!)

• Proud parent…

Structured Content

LEARN THE WAYS OF METADATA

YOU MUST

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Structured Content

OUR GOALS

ROI Recap!Definitions

4 Ds ofMetadata Magic

Structured Content

Metadata is data that structures your content +, consequently,

gives it magical powers.

Structured Content

METADATA

Structured Content

CONTENT

METADATA

Structured Content@leenjones • #inte lcontent

Magical Power

Structured Content

Make Powerful

Marketing with Metadata

Structured Content

OUR GOALS

ROI Recap!Definitions

4 Ds ofMetadata Magic

Structured Content

Metadata equips your

structured content

with 4

marketing powers.

DISCOVERY

DELIGHT

DISTRIBUTION

DEDUCTIONCONTENT

Structured Content

Metadata describes your content for technology so that

• Search engines, content management systems, and social

media sites understand it and retrieve / deliver it.

• People, ultimately, can find it when searching and browsing.

Content DISCOVERY

Structured Content

“Yoda dog

costumes”

Bad Metadata!

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• ACS example

The Best Content Missing Because of

Bad Metadata

Top search term:

transportation assistance

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Metadata describes your content for technology so you can

• Aggregate

• Syndicate

• Mashup

• Reuse

• Deliver Across Channels

Content DISTRIBUTION

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Good Metadata!

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Teaser

Home Page Feature

Category Page

Related Article Page

Landing Page

Email

Search Results

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Metadata describes your content for technology to power

• Personalization

• Localization

• Engineered Serendipity

• Merchandising

Content DELIGHT

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Structured Content

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GREAT

CONTENT +

METADATA

YOUR

LOCATION DATADELIGHTFUL

MOMENT

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Content metadata combines with data about your customer

to trigger contextually relevant content.

• Behavior – What topic(s) is your customer visiting or searching for?

• Settings – What preferences has your customer set?

• Location – Where is your customer? What time of day is it there?

Content DELIGHT

Structured Content

Metadata collects data about how people interact with your

content and, consequently, yields powerful

content intelligence.

• Analytics tags

• Advertising / promotion tracking tags

• Content evaluation tool tags

Content DEDUCTION

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Quitting Smoking Content

• High page views

• High bounce rate

• Good or bad?

Content DEDUCTION

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WEB /

CHANNEL

ANALYTICS

CONTENT

SURVEY

DATA

CUSTOMER

INQUIRIES +

SENTIMENT

BUSINESS

METRICS

Insight + Action

Content ROI Content Effectiveness Content Value Customer Insight Prediction

Analysis + Interpretation

Ask Content Questions Mine for Answers Triangulate Data

Content DEDUCTION: Content Intelligence System

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Content DEDUCTION: Content Intelligence System

Content

GOOGLE ANALYTICS

OPTIMIZELY

HOT JARSURVEYS + INQUIRIES

CONTENT

WRX

Structured Content

Metadata makes marketing meaningful.

Metadata seems small, but it makes a big impact.

Structured Content

OUR GOALS

ROI Recap!Definitions

4 Ds ofMetadata Magic

Structured Content

INCREASE REVENUE BY… SAVE COSTS BY…

$ Increasing sales across digital

channels

$ Increasing cross sell and upsell

$ Increasing sales leads

$ Improving quality of sales leads

$ Reducing churn and boosting

loyalty

$ Maintaining or improving

customer satisfaction

$ Reducing content maintenance

time + effort

$ Repurposing existing content into

new content marketing products

$ Maximizing the use of content

management technology

$ Reducing risk of content errors +

inconsistencies

$ Reducing effort to optimize for

mobile and multichannel delivery

A Recap of Potential ROI

34

Promising Pilot Scalable Success

INCREASING REVENUE

36% Boost in Weekly Sales

EVEN MORE ROI

Repurposing Content in

Post Purchase Email

Product Tips

Related products

Related condition

SAVING COSTS

OMNICHANNEL REUSE

36

PRODUCT DESCRIPTION

WEB + OFFICE

COLLATERAL

SEARCH RESULTS

PERSONALIZED NEWSROOM UPDATE

CUSTOMER WEB PAGE

PERSONALIZED EMAIL NOTICES

FINANCIAL ADVISOR WEB PAGE

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• Photo: The Daily Mail

MAY THE STRUCTERED

CONTENT FORCE

BE WITH YOU!

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COLLEEN JONES

CEO, Content Science

Content intelligence + strategy

to accelerate your business

content-science.com