content strategy: a bridge to digital strategy
TRANSCRIPT
Content Strategy: A Bridge to Digital Strategy
Photo credit: Rahel Anne Bailie
Copyright © 2016 Scroll LLP
Rahel Anne BailieChief Knowledge Officer
Scroll (UK)
Photo of presenter here
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WITHOUT CONTENT, THERE IS NO
STRATEGY
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Customer experience without the content
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How useful is this site…
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FAIL
…without content?
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WITHOUT ACONTENT STRATEGY,
THERE IS NO DIGITAL STRATEGY
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WHAT IS A CONTENT STRATEGY?
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What is a Content Strategy
CONTENT+
STRATEGY
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Something contained in a receptacle
The “stuff” between the tags
Human-usable, contextualized data
Potential information
Content
Dictionary definition
Contextual definitions
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Strategy
Alternatives chosen to
make happen a desired future,
such as achievement of a goal
or solution to a problem.
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Repeatable system
that governs the
management of content
throughout the entire lifecycle
Content Strategy
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Repeatable system
that governs the
management of content
throughout the entire lifecycle
Content Strategy
Alternatives were considered and decisions were made.
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Repeatable system
that governs the
management of content
throughout the entire lifecycle
Content Strategy
Set of principles are organised into a delivery method.
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Repeatable system
that governs the
management of content
throughout the entire lifecycle
Content Strategy
The established system has some control and authority.
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Repeatable system
that governs the
management of content
throughout the entire lifecycle
Content Strategy
The process of controlling how content is managed.
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Repeatable system
that governs the
management of content
throughout the entire lifecycle
Content Strategy
The system must take into consideration all of the stages, including future iterations.
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WHAT IS A CONTENT LIFECYCLE?
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The content lifecycle
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Editorial and technical sides to content
The Semantic Web Stack (from Wikipedia)
• Marketing content• Informational content• User assistance content• Transactional content• Entertainment content• Instructive content• Localised content• Microcontent• Metadata
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Participant Exercise 1
Task:1. Make a list of all of the kinds of content in your
organisation.2. Draw the interconnections between them.
Objective:To understand what content is at your disposal that could be used to meet your business objectives.
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HOW DOES THISSUPPORT DIGITAL STRATEGY?
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Courtesy of dStrategy
Digital Maturity Model
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Saving money: Utilities company
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“The company evaluated its call center volume and found that 25 to 35% of the four million calls received a year were from customers who did not understand their monthly bills. Using the rule of thumb that a call center inquiry costs $5 to $50 per call, you can easily calculate the costs associated with this issue.”Source: http://www.contentmarketinginstitute.com/2011/04/content-marketing-data/
25% of 4 million call = 1 million @ average $25/call = $25million
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If better content helps customers find the products they want to buy, the company could increase growth by 12%.
Considering that every 0.5% that you can move the dial means £50 million in revenue, investing in content is a very lucrative proposition.
Earning money: B2B online distributor
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Participant Exercise 2
Task:1. Name your five top business objectives.2. Rank them according to importance to the business.3. Re-order them according to weighting factors.
Objective:To identify your high-value activities and the content needed to support those activities.
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Ever-increasing output channels
Call centers
ebooks orecatalogues
Training
Wearables
Small screens
Midrange screens
Large screens
Device displaysOther systems
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Four pieces of content
Used in four product lines
Used in four products in each
product line
Used in four delivery formats
Content multiplicity in a multichannel world
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Participant Exercise 3
Task:1. List all the channels by which you reach the target
audiences.2. Match them against the content from the previous
exercise.
Objective:To identify the gaps between your business objectives and the content to enable them.
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Content strategy maturity model
Content is handled on an ad-hoc basis (“create and fling”); little thought to the consequences or management
Organisation has multiple processes, often in silos, without thoughtful connection points
Some planning has resulted in publishing-side integration but no integration earlier in the process
Content is treated as a corporate asset, with the appropriate checks and balances, editorially, technically, and in governance.
Content is recognised as a key asset of a business strategy and recognised for its impact on customer experience and complexity of management
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HOW TO UNDERTAKEA CONTENT STRATEGY?
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The objective is to get the right content…
From the right sources
On the right platforms
To the right audiences
At the right moments
Through the right channels
In the right formats
In the right versions
In the right languages
In the right media
At the right times
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…by creating a content ecosystem
CONTENT SUPERSET
Web
Mobile
PrintWearables
UserAssistance
Software
CODA: Create Once, Deliver Anywhere
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Discover, Analyse, Implement, Measure
Current state
• Content performance• Business performance• Examine sub-strategies• User behaviour• Technologies• People and processes
Future state
• Content - ROI• Business needs• User needs• Technologies• Processes
Gap analysis
• What needs to change re content, processes, technologies
• Extent of changes• Good, better, best options
Delivery
• Editorial and technical aspects of content
• Integrate sub-strategies• Processes, technologies• Governance• Analytics
Current state
• User research• Personas and scenarios• Content inventory• Content audit• Content analysis
Future state
• Content brief• Competitive analysis• Requirements matrix• Governance assessment• IA/Wireframes• Personalisation needs
Gap analysis
• Content review• Technology review• Localisation review• Metadata review• Processes review
Delivery
• Content matrix• Editorial style guide• Accessibility guidelines• Writing templates• Editorial calendar• Process models• Delivery design• Standards guidelines• Content migration plan• KPIs, measurement
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GOVERNANCE WILLMAKE OR BREAKYOUR STRATEGY
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Participant Exercise 4
Task:1. List the groups responsible for creating and
implementing content.2. Identify the appropriate executive sponsors.
Objective:To identify potential enablers and blockers within your organisation.
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THANK YOU
QUESTIONS?
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[email protected]@scroll.co.uk
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