Post on 02-Jul-2015
description
Colleen Jones, @leenjones
Scalable Content Strategy from Nice Thought to Viable Vision
2
Promising Pilot Scalable Success
3
Promising Pilot Scalable Success
36% Increase in Weekly Sales
The 2 Es of Scalable Content Strategy
valuation e
WHAT IS CONTENT EVALUATION? It’s a constant, ongoing assessment of whether your content is working and why.
5
GREAT EXPECTATIONS FOR CONTENT
• 11% of mobile users entered through photo pages.
• 60% of users bounced.
WHY?
WHAT’S WRONG WITH THIS CONTENT?
WHAT’S YOUR BIGGEST FRUSTRATION WITH
EVALUATING CONTENT?
10
FIND TOOLS TO AUTOMATE THE GRUNT WORK
Tool Gap Assessment
! contentwrx.com/content-evaluation
11
Content Evaluation
Framework
3 PILLARS OF SMALL DATA
SUCCESS
12
actionable content intelligence contentwrx.com
The 2 Es of Scalable Content Strategy
ngineering e valuation
WHAT IS CONTENT ENGINEERING?
It’s planning the technology to deliver the right content.
14
CONTENT
PEOPLE
TIME
CHANNEL
ENGINEERING PERSONALIZATION
16
ENGINEERING PERSONALIZATION? CONSIDER ACROSS CHANNELS…
What are the OPPORTUNE MOMENTS to personalize?
17
OPPORTUNE MOMENT for personalization
Post Purchase Email
Product Tips
Related products
Related condi:on
ENGINEERING PERSONALIZATION? CONSIDER ACROSS CHANNELS…
What are the OPPORTUNE MOMENTS to personalize?
Is your content ARCHITECTED to reuse in those opportune moments?
19
ARCHITECTING CONTENT FOR OMNICHANNEL REUSE
20
PRODUCT DESCRIPTION
WEB + OFFICE COLLATERAL
SEARCH RESULTS PERSONALIZED NEWSROOM UPDATE
CUSTOMER WEB PAGE
PERSONALIZED EMAIL NOTICES FINANCIAL ADVISOR
WEB PAGE
IS YOUR CONTENT ARCHITECTED FOR THE FUTURE?
QUESTIONS?
Colleen Jones @leenjones