Scalable Content Strategy: From Nice Idea to Viable Vision
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Colleen Jones, @leenjones Scalable Content Strategy from Nice Thought to Viable Vision
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You've enjoyed some success with implementing a content strategy for a product, channel, or market. Now, imagine repeating that success. How do you make your content strategy scale across products, brands, channels, markets, and more? It's a question that often brings up many, many, MANY more questions for midsize and enterprise organizations.
Transcript of Scalable Content Strategy: From Nice Idea to Viable Vision
Colleen Jones, @leenjones
Scalable Content Strategy from Nice Thought to Viable Vision
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Promising Pilot Scalable Success
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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.
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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?
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FIND TOOLS TO AUTOMATE THE GRUNT WORK
Tool Gap Assessment
! contentwrx.com/content-evaluation
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Content Evaluation
Framework
3 PILLARS OF SMALL DATA
SUCCESS
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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.
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CONTENT
PEOPLE
TIME
CHANNEL
ENGINEERING PERSONALIZATION
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ENGINEERING PERSONALIZATION? CONSIDER ACROSS CHANNELS…
What are the OPPORTUNE MOMENTS to personalize?
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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?
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ARCHITECTING CONTENT FOR OMNICHANNEL REUSE
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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
