From print-first to digital-centric B2B media with automatic categorization

Monica Fulvio MS in LIS

April 2013 Monica Fulvio: From Print-First to Digital-Centric B2B Media with Automatic Categorization 1

About Hanley Wood

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Business to business media company in building industry. •  24 brands •  37 newsletters •  30 websites •  13 tradeshows •  32 conferences and events

THE SETUP

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Weather the storm

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Mortgage Crisis

Falling Print

Revenue

Economic Downturn

Dropping B2B Online Ad Rates

Staff Reductions

Print & digital separate •  Ownership •  Workflow •  Content flow

Inefficient, manual websites and workflows •  ‘Temporary’ CMS •  No metadata •  Poor SEO

The old ways are not always the best

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Old workflow: print-centric, manual

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Editors write print issue

PDF digitized oversees

Export PDF of print magazine

Web Editor puts article online.

Manually added to newsletter Manually promoted Manually recopied

to other sites

How to respond? Evolve.

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•  Lower content cost

•  Improve sites, increase page views

•  Organizational changes & sense of ownership

THE WAY FORWARD: METADATA

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New workflow: fueled by metadata

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Editors write & tag print articles

Article written in Radar Desk

Creates XML file. Import.

Automatic categorization

Dynamically promoted

Easily republished to other sites

Web-first article curated via Radar

Desk

Published online via SDL Tridion

Newsletter

Autotagger

From Categorical Tech •  Hybrid between automated and rule-based

•  Refinement of rule-based •  But lower maintenance

•  Produces tags for five fields: •  Subject •  Location •  State •  Person •  Organization

•  Categorizer only, no entity extraction •  Consistent names for collocation •  Relevancy bar

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Article metadata: driving a richer experience

•  Subject •  Flat union list

•  Section & Subsection •  Per brand

•  Magazine, Issue, Year •  Location & State

•  MSAs •  Person & Organization

•  Uncontrolled •  Content Type

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Article metadata example

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•  First subject in header, page title, and URL.

•  Article descriptive metadata drives ToCs

•  Tags in “Keywords” link to queries

•  Related content driven by metadata

•  Tag-based right rail content

Queries : driving site updates through metadata

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Metadata driving dynamic, no-touch landing sites

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SDL Tridion: structured for content reuse

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Schemas & metadata

Architect content Residential Architect content

Custom Home content

Hub

Architect publishing Architect publishing Architect publishing

Metadata driving ad targeting

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Subject

site-specific ad area

ad categories (run of

network)

Dfp zone •  Site-specific topical sponsorships, ~navigation Ad categories •  Universal set of saleable topics for run of network

Data and articles, together at last

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Using location synonyms for inline linking

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How did we get here? The great migration.

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Autotagger key to success •  No metadata à robust tags •  3 platforms à 1 •  This year: 14 brands, often every

other week

Fruits of our tagging labors

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7800  8000  8200  8400  8600  8800  9000  

Concrete  Producer  UVs  

0  

10000  

20000  

30000  

Concrete  Producer  PVs  

0  

100000  

200000  

300000  

JLC  UVs  

550000  

600000  

650000  

700000  

JLC  PVs  

Fruits of our tagging labors

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0  

200000  

400000  

600000  

800000  

1000000  

1200000  

1400000  

User  Views   Page  Views  

2012  

2013  

RADAR DESK: CURATION

VIA

CATEGORIZATION

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Newsletters : driving traffic and revenue

37 newsletters 2,100 per year Vital for revenue. Major traffic driver. •  Typically 15% of traffic •  As high as nearly 50%

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Old newsletter tangle workflow

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Old Newsletter Workflow

1. Content: ~4-5 hours 2. Online publishing: 10 minutes per

article, ~2 hours total 3. Production: 30-45 minutes 4. Ads: Last minute changes frequent

source of hangups 5. Testing: Due to long list of reviewers,

between ~5 minutes and 1 hour

6.5 - 9 hours per newsletter 16,275 hours per year

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Labyrinth of bottlenecks, manual steps, & involved parties

Radar Desk : untangling the newsletter workflow

1. Review – determine interest and applicability for the brand

2. Curate – fit to the voice and perspective of the brand

3. Publish – immediately to website and/or newsletter

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Radar Desk : curation via categorization

Curation lets editors focus on core coverage. But finding the stories is time-consuming. Radar Desk: automatic categorization drives content curation •  Each brand has a category – types of coverage they’re looking for •  Subcategories aligned with parts of newsletter(s) •  Makes newsletter production easy

Developed by Categorical Tech Worked with Austra, LLC

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Radar Desk : newsletter lineups

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Radar Desk : category definition

Simple category rules: •  Basic searches •  Terms to see in results •  Terms to de-emphasize •  Terms to ignore

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Radar Desk : editors control refinement

Refines & evolves with changing content •  Sources

•  Rate •  Block

•  Select phrase •  Turn up or down

•  Consumes own content for learning corpus

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THE WRAP UP

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How far we’ve come … and next steps

Metadata is a basis for efficiency & foundation of innovation.

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Monica Fulvio mfulvio@gmail.com