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Today, business is digital. That makes content critical. Content now represents nearly a third of marketing budgets alone (Content Marketing Institute), and that proportion will only increase. Content is also the substance of most digital media products. So, you might have enjoyed some success with implementing a content strategy for a single product, website, or campaign. Now, how do you repeat that success, especially at a midsize or enterprise company? How do you make your content strategy scale? It's a question that often brings up many more questions for large organizations. The good news is you're not alone, so answers are emerging. This session for WebVisions in Chicago covered the 3 Es you need to know as you scale your content efforts: engineering, evaluation, and empowerment.
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3es Colleen Jones, @leenjones
The of Scaling Your Content Strategy e
A SNEAK PEEK with CONTENT STRATEGY…
2 PRODUCT DETAILS PAGE STATIC LANDING PAGE
Scaling Your Content Strategy
ngineering e
WHAT IS CONTENT ENGINEERING?
It’s planning the technology to deliver the right content.
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CONTENT
PEOPLE
TIME
DEVICE
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ENGINEERING PERSONALIZATION
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PERSONALIZING? CONSIDER THIS…
• How will you use customer data to drive content?
• Is your content architected / structured to reuse in personalized ways?
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ARCHITECTING CONTENT CHUNKS FOR MANY REUSES
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PRODUCT DESCRIPTION
COLLATERAL
SEARCH RESULTS PERSONALIZED NEWSROOM UPDATE
PRODUCT TEMPLATE PRODUCT PAGE
EMAIL NOTICES
Scaling Your Content Strategy
ngineering e valuation
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 COLLECTING + REPORTING DATA
Tool Gap Assessment
! contentwrx.com/content-evaluation
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www.qlik.com/us/explore/products/qlikview/free-download
DASHBOARD TOOLS
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EVALUATION TOOLS contentwrx.com
Scaling Your Content Strategy
e ngineering valuation mpowerment
WHAT IS CONTENT EMPOWERMENT? It’s establishing the right content team(s) and enabling them to make good content decisions.
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JONAH!
VEEP
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AN EMPOWERED CONTENT TEAM
CHECKLIST
!
Department Silos
Discipline Silos
Product Feature
Silos
Channel Silos
Content coach BRIDGES SILOS to make progress
FRAGMENTED FILES
FUTURE NOW
THRIVING HUB
VISIONARY
RELATIONSHIP BUILDER
ASSERTIVE
Key Characteristics
SHOULD THE CONTENT COACH BE YOU?
Scaling Your Content Strategy
ngineering e valuation mpowerment
QUESTIONS?
Colleen Jones @leenjones
e xcellence
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