Connecting Content Strategy with Intelligent Content - Intelligent Content Conference 2015
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Transcript of Connecting Content Strategy with Intelligent Content - Intelligent Content Conference 2015
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@melissabreker #intelcontent
Mel i s sa Breker , Co- founder , Conten t S t ra t egy Inc
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@melissabreker #intelcontent
Our home
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@melissabreker #intelcontent
The original kitchen
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@melissabreker #intelcontent
Spice Drawer by Mike Chaput, CC BY-NC-SA 2.0
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Content Confessions
@melissabreker • #intelcontent
Confession … by Fan D, ©Fan.D Photography
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@melissabreker #intelcontent
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@melissabreker #intelcontent
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@melissabreker #intelcontent
Enterprise Search and Findability Report 2014, Findwise
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@melissabreker #intelcontent
Green Eggs by normanack, CC BY-NC-SA 2.0
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@melissabreker #intelcontent
Reduce Reuse Recycle by Steve Snodgrass, CC BY-NC-SA 2.0
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@melissabreker • #intelcontent
We don’t know what’s working
"Lake View" by Chad Cooper, CC BY 2.0
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@melissabreker #intelcontent
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@melissabreker • #intelcontent
4:48 psychosis by madamepsychosis, CC BY-NC-SA 2.0
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The next wave
@melissabreker • #intelcontent
Pacific Ocean Crashing Waves - Big Sur Coast by Clint Losee, CC BY-NC-SA 2.0
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@melissabreker #intelcontent
Augmented Reality by Keiichi Matsuda
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@melissabreker #intelcontent
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@melissabreker #intelcontent
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@melissabreker #intelcontent
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Convergence
@melissabreker • #intelcontent
Looking Up at Sugar Pine by Sacha Fernandez, CC BY-NC-SA 2.0
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@melissabreker #intelcontent
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@melissabreker #intelcontent
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@melissabreker #intelcontent
bon appetit! by sciondriver, CC BY-NC-SA 2.0
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@melissabreker #intelcontent
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@melissabreker #intelcontent
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@melissabreker #intelcontent
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@melissabreker #intelcontent
Chopped by Food Network
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@melissabreker #intelcontent
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@melissabreker #intelcontent
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@melissabreker #intelcontent
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@melissabreker #intelcontent
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@melissabreker #intelcontent
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1 Customer journeys
@melissabreker • #intelcontent
One Step at a Time by View On Black, CC BY-NC-SA 2.0
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@melissabreker #intelcontent
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@melissabreker • #intelcontent
Lips BIte hard by Yxola, CC BY-NC-SA 2.0
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.
@melissabreker #intelcontent
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@melissabreker #intelcontent
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@melissabreker #intelcontent
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@melissabreker #intelcontent
Mapping the Journey Experience Beyond the Screen by Adaptive Path, CC BY-NC 3.0
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@melissabreker #intelcontent
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@melissabreker #intelcontent
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CONTENT JOURNEY MAPSWhat content…
Experiences?
Topics?
Types & formats?
Messages?
Triggers?
Distribution channels?
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@melissabreker #intelcontent
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© Brain Traffic 2013
@melissabreker • #intelcontent
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@melissabreker #intelcontent
Build the content mix
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@melissabreker #intelcontent
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@melissabreker #intelcontent
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Persona Buying Stage Format ChannelKate Awareness Video Social
Andrew Interest Text Websites
Sheila Evaluation Podcast Email
Commitment Infographic Print
Referral Images In-person
Presentation In-store kiosk
Tools & Calculator Mobile app
CONTENT MIX MATRIX
@melissabreker #intelcontent
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2 Content models
@melissabreker • #intelcontent
Source: http://alistapart.com/article/strategic-content-management
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@melissabreker #intelcontent
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@melissabreker #intelcontent
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@karenmcgrane
@melissabreker #intelcontent
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@melissabreker • #intelcontent
@karenmcgrane
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@melissabreker #intelcontent
Content Strategy 2015: Marketing, Mobile, and the Enterprise – Kristina Halvorson
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@melissabreker #intelcontent
Multi-Purpose by Food Network
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@melissabreker #intelcontent
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@melissabreker #intelcontent
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@melissabreker #intelcontent
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3 Content testing
@melissabreker #intelcontent
Love tastes sweet by Carolina Ponce, CC BY-NC-SA 2.0
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@melissabreker #intelcontent
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Heuristic Evaluation
How can you apply these to content?
@melissabreker #intelcontent
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@melissabreker #intelcontent
Content Scorecard
Integrate content evaluation into regular content and user research processes.
Why?
Uncover content strengths and weaknesses.
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@melissabreker #intelcontent
How to get started with content scorecards
Identify 1 – 3 reviewers 3 is best to minimize subjectivity and better insights High level of content expertise, but low level of involvement
Set up scenarios to complete (no discussion between reviewers)
Compare and analyze the findings
Plan for integration for new or revised content
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@melissabreker #intelcontent
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@melissabreker #intelcontent
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@melissabreker #intelcontent
Use the right ingredients
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@melissabreker #intelcontent
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@melissabreker #intelcontent
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@melissabreker #intelcontent
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@melissabreker • #intelcontent
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@melissabreker #intelcontent
Our home
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Things to do on Monday
@melissabreker • #intelcontent
knives forks and spoons by Liz Jones, CC BY-NC-SA 2.0
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@melissabreker #intelcontent
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@melissabreker #intelcontent
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