3 E's of Scaling Your Content - Colleen Jones

  • Published on
    14-Jul-2015

  • View
    105

  • Download
    1

Transcript

  • 3es Colleen Jones, @leenjones

    The of Scaling Your Content Strategy e

  • 2

  • A SNEAK PEEK with CONTENT STRATEGY

    3 PRODUCT DETAILS PAGESTATIC LANDING PAGE

  • Scaling Your Content Strategy

    ngineering e

  • WHAT IS CONTENT ENGINEERING?

    Its planning the technology to deliver the right content.

    5

    CONTENT

    PEOPLE

    TIME

    DEVICE

  • 6

  • ENGINEERING PERSONALIZATION

  • 8

  • PERSONALIZING? CONSIDER THIS

    How will you use customer data to drive content?

    Is your content architected / structured to reuse in personalized ways?

    9

  • ARCHITECTING CONTENT CHUNKS FOR MANY REUSES

    10

    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? Its a constant, ongoing assessment of whether your content is working and why.

    12

  • 11% of mobile users entered through photo pages.

    60% of users bounced.

    WHY?

  • WHATS WRONG WITH THIS CONTENT?

  • WHATS YOUR BIGGEST FRUSTRATION WITH

    EVALUATING CONTENT?

  • 17

    FIND TOOLS TO AUTOMATE COLLECTING + REPORTING DATA

    Tool Gap Assessment

    !

  • 18

    www.qlik.com/us/explore/products/qlikview/free-download

    DASHBOARD TOOLS

  • 19

    EVALUATION TOOLS contentwrx.com

  • Scaling Your Content Strategy

    e ngineering valuation mpowerment

  • WHAT IS CONTENT EMPOWERMENT? Its establishing the right content team(s) and enabling them to make good content decisions.

    21

  • 22

    JONAH!

    VEEP

  • 24

    AN EMPOWERED CONTENT TEAM

    CHECKLIST

    !

  • Department Silos

    Discipline Silos

    Product Feature

    Silos

    Channel Silos

    Content coach BRIDGES SILOS to make progress

  • FRAGMENTED FILES

    FUTURENOW

    THRIVING HUB

  • VISIONARY

    RELATIONSHIP BUILDER

    ASSERTIVE

  • SHOULD THE CONTENT COACH BE YOU?

    CONTENT COACH CERTIFICATION content-science.com/speaking-training

  • Scaling Your Content Strategy

    ngineering e valuation mpowerment

  • QUESTIONS?

    Colleen Jones@leenjones

  • e xcellence