45 Main Street #220, Brooklyn, NY 11222Phone. +1 718 625 4843info@hugeinc.com

May 4th, 2011

Delivering Enterprise Content StrategyJ.Boye Conferences: Philly 2011

The content that works on the Web has one key characteristic:

“

’’Quote Source: http://www.marketingprofs.com/7/killer-web-content-examples-mcgovern.asp

The content that works on the Web has one key characteristic: It is customer-centric.

“

’’Quote Source: http://www.marketingprofs.com/7/killer-web-content-examples-mcgovern.asp

The content that doesn't work on the Web also has one key characteristic:

“

’’Quote Source: http://www.marketingprofs.com/7/killer-web-content-examples-mcgovern.asp

The content that doesn't work on the Web also has one key characteristic: It is organization-centric.

“

’’Quote Source: http://www.marketingprofs.com/7/killer-web-content-examples-mcgovern.asp

1. About me & HUGE

2. Content strategy in the enterprise

3. Formalizing content strategy

4. Core enterprise content strategy deliverables

5. Q&A

Agenda.

Marko Hurst.Author, speaker, & consultant

• Content Strategy• Search Analytics • Web Analytics • User Experience

My experience• Content Strategy Director @ HUGE• 15 years experience• Practice lead: National & regional levels• Industries: Government, Media, Ecommerce, Financial

Services, Automotive, Technology, Mobile, CPG

Contact me• Marko Hurst: mhurst@hugeinc.com• Read my blog: MarkoHurst.com “Insightful Analytics”• Follow me on Twitter: MarkoHurst

Select clients.

{Client logos removed for public consumption}

Content Strategy In The Enterprise

A show of hands:

Who works at an organization that already has a content strategy?

My apologies:

That was a trick question.

Answer:

Every organization already has a content strategy.

Most organizations that don’t plan for content strategy tend to look like…

This…

Siloed

And this...

Tower of Babel

When you shine a little light on the subject…

Content strategy failure points quickly become evident.

Search

Website

Performance Advertisements

Metadata

Taxonomy

Improving content strategy in the enterprise starts with an understanding of content strategy, but ultimately you’ll need to…

Formalize it.

Improving content strategy in the enterprise starts with an understanding of content strategy, but ultimately you’ll need to…

Formalizing Content Strategy

Before you can formalize content strategy you need to understand what it is and how it can help you.

Aligns your content goals across the enterprise.

Brand X

Core Site

Newsletters Web Assets

Android app

iPhone app

Print / Broadcast assets

Mobile Assets

Micro-site / Campaign site

Mobile Touch Site

Blackberry app

Marketing

Email blasts

WAP

Social Media

Facebook

Twitter

3rd-partyplatforms

iTunesYouTube

Your Brand

Accounts for how content lives within a brand ecosystem.

Organizes and structures scalable content solutions.

Avoids this...

…and this.

Provides “one voice” across the entire enterprise.

It has a full-lifecycle content management process.

Discover > Create > Publish > Maintain

1. Research 2. Content Structure

3. Publishing Strategy

4. Publishing Requirements & Guidelines

5. Asset Production

6. Workflow

7. Migration

8. Governance Plan

9. Measurement / Optimization

Increase Revenue• Reduce negative site behavior

• Increase “conversion”

• Improve findability

• Break down / bridge content

silos

• Increase onsite search result

relevancy

• Improve SEO

• Personalization

Provides ways to measure the value of your content.

Decrease Costs• Reuse of content

• Automated content relationships

• More efficient publishing process

• Increased productivity

• Reduce duplicate content

Increase User

Satisfaction• Quicker transactions = less

frustration

• More relevant and personalized

experience

• Greater perceived value

• Content that is useful and worth

returning to

• Increase brand affinity

Content Strategy

The practiceof making content decisions to achieve your user & business goals.

Core Enterprise Content Strategy Deliverables

Core Deliverable:

Content Audit / Inventory.

PurposeCurrent state assessment.

This is where you learn your content inside and out. Research, assessment and analysis of website properties and content holdings. Sets the strategic foundation for content and identifies timeline for content planning and production.

Deliverables• Findings and Recommendation Document• Automated Report

Core Deliverable:

Metadata.

PurposeImprove findability, search, and create associations between content.

Provides a controlled vocabulary and framework that allows for unified structure, reuse, and findability. Depending on your relationship needs the metadata itself can be linear or hierarchical between metadata elements.

Deliverables• Metadata Schema• Metadata Specification• Tagging System

Core Deliverable:

Taxonomy.

PurposeStructure content in a relational manner.

Provides context for classifying, storing, and retrieving related content, as well as facilitating other classifications, such as glossaries. They allow users to access relevant objects, ideas and/or experts quickly and efficiently.

Becomes the center of your Controlled Vocabulary.

Deliverables• Taxonomy

* While called out separately a taxonomy is also “metadata”

Core Deliverable:

Publishing Requirements.

PurposeClearly defines the Who, What, When, Where, & Why of your content.

Identifies the exact content production requirement for each content object. This forms the basis of you “Content Standards” that are later used for Governance.

Deliverables• Matrix of all content objects (modules,

templates, assets, etc.)

Core Deliverable:

Publishing Workflow.

PurposeCaptures user touchpoints within and outside “CMS”.

Identify and document processes around roles and responsibilities associated with publishing content to the site.

Deliverables• Workflow phases• Workflow process

Core Deliverable:

Governance Plan.

PurposeCaptures the rules and exceptions for maintaining content standards.

Governance consists of the set of processes, customs, policies affecting the way people direct, administer and create content.

Deliverables• Governance plan

Core Deliverable:

Content ROI Analysis.

PurposeMeasure the value of your content.

Ensure content is performing according to established goals / strategy. Helps planning with budget, resources, product lines, content types, and more.

Deliverables• Post-launch content recommendations (traffic,

user research, behavior, new / remove content, etc.)

• Dashboard

Q&A

Thank you!

www.hugeinc.com45 Main Street, 2nd floorBrooklyn, NY 11201

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