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CONTENT STRATEGY at 30,000 ft. for CONFAB CENTRAL 2014 by HAWK THOMPSON Icons: Stephen McKarney + Anthony Lui (The Noun Project)

Content Strategy at 30,000 Feet

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My Confab Central 2014 talk examines content strategy from the standpoint of someone who has learned from experiences with two major airlines.

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Page 1: Content Strategy at 30,000 Feet

CONTENT STRATEGYat 30,000 ft.

for CONFAB CENTRAL 2014by HAWK THOMPSON

Icons: Stephen McKarney + Anthony Lui (The Noun Project)

Page 2: Content Strategy at 30,000 Feet

Hi.

#confabmn | #csat30kft| @hawkt

Page 3: Content Strategy at 30,000 Feet

Hawk Thompson

#confabmn | #csat30kft| @hawkt

Page 4: Content Strategy at 30,000 Feet

Sr. Content Strategist | Razorfish

#confabmn | #csat30kft| @hawkt

Page 5: Content Strategy at 30,000 Feet

Content Director | hawkthompson.com

#confabmn | #csat30kft| @hawkt

Page 6: Content Strategy at 30,000 Feet

Content Generalist | hawkt.com

#confabmn | #csat30kft| @hawkt

Page 7: Content Strategy at 30,000 Feet

Content Whisperer | @hawkt

#confabmn | #csat30kft| @hawkt

Page 8: Content Strategy at 30,000 Feet

I’m here to talk about content strategy for airlines.

#confabmn | #csat30kft| @hawkt

Page 9: Content Strategy at 30,000 Feet

(I’ve worked with a couple.)

#confabmn | #csat30kft| @hawkt

Page 10: Content Strategy at 30,000 Feet

It’s...different than your average CS challenge.

#confabmn | #csat30kft| @hawkt

Page 11: Content Strategy at 30,000 Feet

But also similar, in this way:

#confabmn | #csat30kft| @hawkt

Page 12: Content Strategy at 30,000 Feet

You have to put yourself in your client’s shoes.

#confabmn | #csat30kft| @hawkt

Page 13: Content Strategy at 30,000 Feet

Get inside their heads.

#confabmn | #csat30kft| @hawkt

Page 14: Content Strategy at 30,000 Feet

And fly to places you’ve never been before.

#confabmn | #csat30kft| @hawkt

Page 15: Content Strategy at 30,000 Feet

Sometimes dark places.

#confabmn | #csat30kft| @hawkt

Page 16: Content Strategy at 30,000 Feet

Ready?

#confabmn | #csat30kft| @hawkt

Page 17: Content Strategy at 30,000 Feet

Welcome to the terrordome.

#confabmn | #csat30kft| @hawkt

Page 18: Content Strategy at 30,000 Feet

Aerodrome.

#confabmn | #csat30kft| @hawkt

Page 19: Content Strategy at 30,000 Feet

We all dream of ideal flight experiences.

#confabmn | #csat30kft| @hawkt

Page 20: Content Strategy at 30,000 Feet

(In reality, they cost ~$120k a person.)

#confabmn | #csat30kft| @hawkt

Page 21: Content Strategy at 30,000 Feet

SPOILER ALERT:

#confabmn | #csat30kft| @hawkt

Page 22: Content Strategy at 30,000 Feet

Monument Valley screenshots courtesy of ustwo.

Flying should feel like this...

#confabmn | #csat30kft| @hawkt

Page 23: Content Strategy at 30,000 Feet

Y’know, Monument Valley is a truly amazing game.

#confabmn | #csat30kft| @hawkt

Page 24: Content Strategy at 30,000 Feet

You could say it’s visual storytelling at its finest.

#confabmn | #csat30kft| @hawkt

Page 25: Content Strategy at 30,000 Feet

Clearly full of gorgeous surprises at every turn.

#confabmn | #csat30kft| @hawkt

Page 26: Content Strategy at 30,000 Feet

No pressure or anything, but it’s worth owning.

#confabmn | #csat30kft| @hawkt

Page 27: Content Strategy at 30,000 Feet

Seriously, buy Monument Valley from ustwo. Now.

#confabmn | #csat30kft| @hawkt

Page 28: Content Strategy at 30,000 Feet

It’ll make you want to spread your wings and fly.

#confabmn | #csat30kft| @hawkt

Page 29: Content Strategy at 30,000 Feet

...not this.

Photo: Diego Torres Silvestre (flickr / CC)

#confabmn | #csat30kft| @hawkt

Page 30: Content Strategy at 30,000 Feet

Photo: Diego Torres Silvestre (flickr / CC)

#confabmn | #csat30kft| @hawkt

YOU ARE HERE

Page 31: Content Strategy at 30,000 Feet

Yet sometimes, it does.

Photo: Diego Torres Silvestre (flickr / CC)

#confabmn | #csat30kft| @hawkt

Page 32: Content Strategy at 30,000 Feet

And you know what they say in the industry:

Photo: Diego Torres Silvestre (flickr / CC)

#confabmn | #csat30kft| @hawkt

Page 33: Content Strategy at 30,000 Feet

“As goes the experience, so goes the content.”

Photo: Diego Torres Silvestre (flickr / CC)

#confabmn | #csat30kft| @hawkt

Page 34: Content Strategy at 30,000 Feet

OK, so they don’t really say that.

Photo: Diego Torres Silvestre (flickr / CC)

#confabmn | #csat30kft| @hawkt

Page 35: Content Strategy at 30,000 Feet

But if they did, why would they?

Photo: Diego Torres Silvestre (flickr / CC)

#confabmn | #csat30kft| @hawkt

Page 36: Content Strategy at 30,000 Feet

Tarmac.

#confabmn | #csat30kft| @hawkt

Page 37: Content Strategy at 30,000 Feet

Certain issues keep airlines in a holding pattern:

Photo: snoll (flickr / CC)

#confabmn | #csat30kft| @hawkt

Page 38: Content Strategy at 30,000 Feet

$$$#confabmn | #csat30kft| @hawkt

Page 39: Content Strategy at 30,000 Feet

The airline industry’s profits may be huge...

$143.4BSource: Forbes, 2013.

#confabmn | #csat30kft| @hawkt

Page 40: Content Strategy at 30,000 Feet

...but at ~1%, its profit margin isn’t.

$0.15B

$143.3B

Source: Forbes, 2013.

#confabmn | #csat30kft| @hawkt

Page 41: Content Strategy at 30,000 Feet

No wonder airlines are cutting costs like limes.

Photo: Harmony Huskinson / MCT

#confabmn | #csat30kft| @hawkt

Page 42: Content Strategy at 30,000 Feet

Icon: Paul te Kortschot (The Noun Project)

OOO

#confabmn | #csat30kft| @hawkt

Page 43: Content Strategy at 30,000 Feet

People use technology to plan trips.

Source: Forrester, 2013.

#confabmn | #csat30kft| @hawkt

Page 44: Content Strategy at 30,000 Feet

And airlines obvs rely heavily on technology too.

#confabmn | #csat30kft| @hawkt

Page 45: Content Strategy at 30,000 Feet

But let’s get back to that ~1% profit margin for a sec.

#confabmn | #csat30kft| @hawkt

$0.15B

$143.3B

Page 46: Content Strategy at 30,000 Feet

How large a slice do you think goes to technology?

#confabmn | #csat30kft| @hawkt

$0.15B

$143.3B

Page 47: Content Strategy at 30,000 Feet

And how much goes to digital content?

#confabmn | #csat30kft| @hawkt

$0.15B

$143.3B

Page 48: Content Strategy at 30,000 Feet

(Hint: Virgin made this viral hit in-house. For $5k.)

#confabmn | #csat30kft| @hawkt

Page 49: Content Strategy at 30,000 Feet

Lastly, how much goes to content strategy?

Source: Forbes, 2013.

#confabmn | #csat30kft| @hawkt

$0.15B

$143.3B

Page 50: Content Strategy at 30,000 Feet

Yeah, that looks about right.

Source: Forbes, 2013.

#confabmn | #csat30kft| @hawkt

Page 51: Content Strategy at 30,000 Feet

(The stem, not the tomato.)

#confabmn | #csat30kft| @hawkt

Page 52: Content Strategy at 30,000 Feet

So you learn to make do with what’s available.

Source: Forbes, 2013.

Oo oo

#confabmn | #csat30kft| @hawkt

Page 53: Content Strategy at 30,000 Feet

OOOo oo o oo o oo

#confabmn | #csat30kft| @hawkt

Page 54: Content Strategy at 30,000 Feet

OOO

Most airlines have fairly small content teams...

#confabmn | #csat30kft| @hawkt

Page 55: Content Strategy at 30,000 Feet

...supplied with relatively tiny budgets...

#confabmn | #csat30kft| @hawkt

$$$//

Page 56: Content Strategy at 30,000 Feet

...saddled with legacy technology...

#confabmn | #csat30kft| @hawkt

OOO

Page 57: Content Strategy at 30,000 Feet

OOOOOOOOOOOOOOOOOOOOO

OOOOOOOOOOOOOO

Content Content Content

Marketing Loyalty

Int’lTravel

CorporateAffairs

CustomerService Mobile

PreferredPartners

IFE

Cargo

SocialMedia

IROP Alerts +Advisories

Ad Sales

MediaRelations

DomesticFlights

InvestorRelations

CharterServices

Sponsorships

ContractorsQ A UX ProjectMgmt.

DesignTech

BusinessTravel

GroupTravel

CareersTraining

Merch

Copy

AncillaryProducts

Legal#confabmn | #csat30kft| @hawkt

...and surrounded by product-oriented silos.

Page 58: Content Strategy at 30,000 Feet

Photo:Kicki Holmén (flickr / CC)

These silos often constrain content teams...

#confabmn | #csat30kft| @hawkt

Page 59: Content Strategy at 30,000 Feet

OOOOOOOOOOOOOO

OOOOOOOOOOOOOO

o oo o oo o oo o o o oo o o o

o o o o o o o o o oo oo o

o o o o o o o o o oo oo o

o o o o o o o o o oo oo o

OOOOOOOo o o o o o o o o oo oo o

#confabmn | #csat30kft| @hawkt

...which can make it tough to focus on the big picture.

Page 60: Content Strategy at 30,000 Feet

OOOOOOOOOOOOOO

OOOOOOOOOOOOOO

o oo o o o oo o o o

o o o o o o o o o oo oo o

o o o o o o o o o oo oo o

o o o o o o o o o oo oo o

OOOOOOOo o o o o o o o o oo oo o

o o o o

#confabmn | #csat30kft| @hawkt

That’s why you’re here.

Page 61: Content Strategy at 30,000 Feet

???#confabmn | #csat30kft| @hawkt

Page 62: Content Strategy at 30,000 Feet

OOOOOOOOOOOOOO

OOOOOOOOOOOOOO

o oo o o o oo o o o

o o o o o o o o o oo oo o

o o o o o o o o o oo oo o

o o o o o o o o o oo oo o

OOOOOOOo o o o o o o o o oo oo o

o o o o

#confabmn | #csat30kft| @hawkt

How can you strategize in this environment?

Page 63: Content Strategy at 30,000 Feet

Photo:Kicki Holmén (flickr / CC)

Think like a controller.

#confabmn | #csat30kft| @hawkt

Page 64: Content Strategy at 30,000 Feet

OOOOOOOOOOOOOO

OOOOOOOOOOOOOO

o oo o o o oo o o o

o o o o o o o o o oo oo o

o o o o o o o o o oo oo o

o o o o o o o o o oo oo o

OOOOOOOo o o o o o o o o oo oo o

o o o o

John Sri Martha LeilaMo Curtis Ali

Selena Carol DirkJR Soraya Jon

Don Farnsworth Caleb MusangiAly Buck Pete

Aloysius Kaisar Rishi AngelaBud Winston Gordo

John Sri Martha LeilaMo Curtis Ali

#confabmn | #csat30kft| @hawkt

Understand the lay of the land.

Page 65: Content Strategy at 30,000 Feet

OOOOOOOOOOOOOOOOOOOOO

OOOOOOOOOOOOOO

Content Content Content

Marketing Loyalty

Int’lTravel

CorporateAffairs

CustomerService Mobile

PreferredPartners

IFE

Cargo

SocialMedia

IROP Alerts +Advisories

Ad Sales

MediaRelations

DomesticFlights

InvestorRelations

CharterServices

Sponsorships

ContractorsQ A UX ProjectMgmt.

DesignTech

BusinessTravel

GroupTravel

CareersTraining

Merch

Copy

AncillaryProducts

Legal

John Sri Martha LeilaMo Curtis Ali

SelenaJR Soraya Jon

Don Farnsworth Caleb MusangiAly Buck Pete

Aloysius Kaisar Rishi AngelaBud Winston Gordo

John Sri Martha LeilaMo Curtis Ali

#confabmn | #csat30kft| @hawkt

(in terms of people *and* their products)

Page 66: Content Strategy at 30,000 Feet

OOOOOOOOOOOOOO

OOOOOOOOOOOOOO

OOOOOOO

Content Content Content

Marketing Loyalty

Int’lTravel

CorporateAffairs

CustomerService Mobile

PreferredPartners

IFE

Cargo

SocialMedia

IROP Alerts +Advisories

Ad Sales

MediaRelations

DomesticFlights

InvestorRelations

CharterServices

Sponsorships

ContractorsQ A UX ProjectMgmt.

DesignTech

BusinessTravel

GroupTravel

CareersTraining

Merch

Copy

AncillaryProducts

Legal

John Sri Martha LeilaMo Curtis Ali

SelenaJR Soraya Jon

Don Farnsworth Caleb MusangiAly Buck Pete

Aloysius Kaisar Rishi AngelaBud Winston Gordo

John Sri Martha LeilaMo Curtis Ali

Map out the connections.

#confabmn | #csat30kft| @hawkt

Page 67: Content Strategy at 30,000 Feet

OOOOOOOOOOOOOOOOOOOOO

OOOOOOOOOOOOOO

Marketing Loyalty

Int’lTravel

CustomerService Mobile

PreferredPartners

IFE

SocialMedia

IROP Alerts +Advisories

Ad Sales

MediaRelations

DomesticFlights

Sponsorships

BusinessTravel

GroupTravel

Merch AncillaryProducts

NewRoutes

OtherContent

OtherContent

John Sri Martha LeilaMo Curtis Ali

Selena Soraya Jon

Farnsworth Caleb Musangi Buck Pete

ContractorsQ A UX ProjectMgmt.

DesignTech Copy

#confabmn | #csat30kft| @hawkt

Lock in on the routes.

Page 68: Content Strategy at 30,000 Feet

OOOOOOOOOOOOOOOOOOOOO

OOOOOOOOOOOOOO

NewRoutes

OtherContent

OtherContent

Marketing Loyalty

Int’lTravel

CorporateAffairs

CustomerService Mobile

PreferredPartners

IFE

Cargo

SocialMedia

IROP Alerts +Advisories

Ad Sales

MediaRelations

DomesticFlights

InvestorRelations

CharterServices

Sponsorships

BusinessTravel

GroupTravel

CareersTraining

Merch AncillaryProducts

Legal

John Sri Martha LeilaMo Curtis Ali

Selena Soraya Jon

Farnsworth Caleb Musangi Buck Pete

ContractorsQ A UX ProjectMgmt.

DesignTech Copy

#confabmn | #csat30kft| @hawkt

Anticipate delays.

Page 69: Content Strategy at 30,000 Feet

OOOOOOOOOOOOOOOOOOOOO

OOOOOOOOOOOOOO

NewRoutes

OtherContent

OtherContent

Marketing Loyalty

Int’lTravel

CorporateAffairs

CustomerService Mobile

PreferredPartners

IFE

Cargo

SocialMedia

IROP Alerts +Advisories

Ad Sales

MediaRelations

DomesticFlights

InvestorRelations

CharterServices

Sponsorships

BusinessTravel

GroupTravel

CareersTraining

Merch AncillaryProducts

Legal

John Sri Martha LeilaMo Curtis Ali

Selena Soraya Jon

Farnsworth Caleb Musangi Buck Pete

ContractorsQ A UX ProjectMgmt.

DesignTech Copy

#confabmn | #csat30kft| @hawkt

Redirect when necessary.

Page 70: Content Strategy at 30,000 Feet

Photo:Kicki Holmén (flickr / CC)

It helps keep the planes running on time.

#confabmn | #csat30kft| @hawkt

Page 71: Content Strategy at 30,000 Feet

Runway.

#confabmn | #csat30kft| @hawkt

Page 72: Content Strategy at 30,000 Feet

Photo: Wikipedia

No offense, but you’re just one content strategist.

#confabmn | #csat30kft| @hawkt

Oo oo

Page 73: Content Strategy at 30,000 Feet

OOOOOOOOOOOOOOOOOOOOO

OOOOOOOOOOOOOO

Content Content Content

Marketing Loyalty

Int’lTravel

CorporateAffairs

CustomerService Mobile

PreferredPartners

IFE

Cargo

SocialMedia

IROP Alerts +Advisories

Ad Sales

MediaRelations

DomesticFlights

InvestorRelations

CharterServices

Sponsorships

ContractorsQ A UX ProjectMgmt.

DesignTech

BusinessTravel

GroupTravel

CareersTraining

Merch

Copy

AncillaryProducts

Legal

John Sri Martha LeilaMo Curtis Ali

SelenaJR Soraya Jon

Don Farnsworth Caleb MusangiAly Buck Pete

Aloysius Kaisar Rishi AngelaBud Winston Gordo

John Sri Martha LeilaMo Curtis Ali

#confabmn | #csat30kft| @hawkt

You’re up against a lot of content.

Page 74: Content Strategy at 30,000 Feet

Photo: Wikipedia

And we’re talking *big* chunks here.

#confabmn | #csat30kft| @hawkt

Page 75: Content Strategy at 30,000 Feet

Photo: Wikipedia

How best to manage them?

#confabmn | #csat30kft| @hawkt

Page 76: Content Strategy at 30,000 Feet

Photo: Wikipedia

Think like a marshaller.

#confabmn | #csat30kft| @hawkt

Page 77: Content Strategy at 30,000 Feet

OrchestratedContent

ResearchUser research

Consumer insightsSearch analysis

StrategyMessaging

Channel presenceContent governance

CreationCopywriting

Video productionGraphic design

DistributionStrategic partners

SEO + SEMCommunity building

ManagementWCM

Editorial processWorkflow

MeasurementMetrics

OptimizationKPIs

Courtesy of Rachel Lovinger

Orchestrate the proceedings.

#confabmn | #csat30kft| @hawkt

Page 78: Content Strategy at 30,000 Feet

Keep your shared goals top of mind.

#confabmn | #csat30kft| @hawkt

123

Existingsite

Newsitemap

Existingsite

Newwireframes

UXreviews

Designstyle guide

Comps /prototype

New sitepages

Page 79: Content Strategy at 30,000 Feet

Align your content strategy tools with these goals.

#confabmn | #csat30kft| @hawkt

123

Existingsite

Newsitemap

Existingsite

Newwireframes

UXreviews

Designstyle guide

Comps /prototype

New sitepages

ABC

Contentinventory

Contentaudit

Contentmodel

Contentmatrix

Gapanalysis

Editorialstyle guide

Editorialcalendar

Copydecks

Page 80: Content Strategy at 30,000 Feet

Direct traffic through checkpoints as necessary.

#confabmn | #csat30kft| @hawkt

123

Existingsite

Newsitemap

Existingsite

Newwireframes

UXreviews

Designstyle guide

Comps /prototype

New sitepages

ABC

Contentinventory

Contentaudit

Contentmodel

Contentmatrix

Gapanalysis

Editorialstyle guide

Editorialcalendar

Copydecks

Your Client

Page 81: Content Strategy at 30,000 Feet

Leverage tools that can remove obstacles.

#confabmn | #csat30kft| @hawkt

ABC

Contentinventory

Contentaudit

Contentmodel

Contentmatrix

Gapanalysis

Editorialstyle guide

Editorialcalendar

Copydecks

Page 82: Content Strategy at 30,000 Feet

Do your best to clear the runway of challenges.

#confabmn | #csat30kft| @hawkt

Your Client

Page 83: Content Strategy at 30,000 Feet

Photo: Wikipedia

Take each new challenge in stride.

#confabmn | #csat30kft| @hawkt

Page 84: Content Strategy at 30,000 Feet

Photo: Wikipedia

Even if you’ve never seen it on the runway before.

#confabmn | #csat30kft| @hawkt

Page 85: Content Strategy at 30,000 Feet

Airborne.

#confabmn | #csat30kft| @hawkt

Page 86: Content Strategy at 30,000 Feet

© 2012 Paramount Pictures.

Sure, the airline industry can be challenging...

#confabmn | #csat30kft| @hawkt

Page 87: Content Strategy at 30,000 Feet

© 2012 Paramount Pictures.

...but ya gotta straighten up and fly right.

#confabmn | #csat30kft| @hawkt

Page 88: Content Strategy at 30,000 Feet

Photo:National Archives

Think like a pilot.

#confabmn | #csat30kft| @hawkt

Page 89: Content Strategy at 30,000 Feet

Get to know how everything works together.

#confabmn | #csat30kft| @hawkt

External Referrals

Browser Tier

Web Tier

Middle Tier

Services Tier

Enterprise Tier

Reservation System

Page 90: Content Strategy at 30,000 Feet

Photo:National Archives

Make decisions based on this knowledge.

#confabmn | #csat30kft| @hawkt

External Referrals

Browser Tier

Web Tier

Middle Tier

Services Tier

Enterprise Tier

Reservation System

YOU ARE HERE

Page 91: Content Strategy at 30,000 Feet

Photo:National Archives

Make recommendations based on this knowledge.

#confabmn | #csat30kft| @hawkt

Web Tier

Static Content Dynamic Content

Page 92: Content Strategy at 30,000 Feet

Photo:National Archives

And this.

#confabmn | #csat30kft| @hawkt

Web Tier

HTML JSP

Page 93: Content Strategy at 30,000 Feet

Photo:National Archives

And this.

#confabmn | #csat30kft| @hawkt

Web Tier

Marketing Tech

Page 94: Content Strategy at 30,000 Feet

Photo:National Archives

And THIS.

#confabmn | #csat30kft| @hawkt

Web Tier

2-3 days to publish 2-3 months to publish

Page 95: Content Strategy at 30,000 Feet

Photo:National Archives

Institute consistent standards for all content types.

#confabmn | #csat30kft| @hawkt

Web Tier

Static Content Dynamic Content

Your Content Stardards

Page 96: Content Strategy at 30,000 Feet

Photo:National Archives

You’ll get further that way.

#confabmn | #csat30kft| @hawkt

Page 97: Content Strategy at 30,000 Feet

Turbulence.

#confabmn | #csat30kft| @hawkt

Page 98: Content Strategy at 30,000 Feet

Courtesy of The Asylum.

Trust me, things are going to get a little bumpy.

#confabmn | #csat30kft| @hawkt

Page 99: Content Strategy at 30,000 Feet

Discrepancies create disconnects.

#confabmn | #csat30kft| @hawktCourtesy of The Asylum.

Page 100: Content Strategy at 30,000 Feet

Separate publishing processes lead to bottlenecks.

#confabmn | #csat30kft| @hawktCourtesy of The Asylum.

Page 101: Content Strategy at 30,000 Feet

Inefficient workflows produce inconsistencies.

#confabmn | #csat30kft| @hawktCourtesy of The Asylum.

Page 102: Content Strategy at 30,000 Feet

Custom implementations add layers of complexity.

#confabmn | #csat30kft| @hawktCourtesy of The Asylum.

Page 103: Content Strategy at 30,000 Feet

What’s a good way to deal with these issues?

#confabmn | #csat30kft| @hawktCourtesy of The Asylum.

Page 104: Content Strategy at 30,000 Feet

Photo: Peter Burge (flickr / CC)

Think like an attendant.

#confabmn | #csat30kft| @hawkt

Page 105: Content Strategy at 30,000 Feet

OOOOOOOOOOOOOOOOOOOOO

OOOOOOOOOOOOOO

Content Content Content

Marketing Loyalty

Int’lTravel

CorporateAffairs

CustomerService Mobile

PreferredPartners

IFE

Cargo

SocialMedia

IROP Alerts +Advisories

Ad Sales

MediaRelations

DomesticFlights

InvestorRelations

CharterServices

Sponsorships

ContractorsQ A UX ProjectMgmt.

DesignTech

BusinessTravel

GroupTravel

CareersTraining

Merch

Copy

AncillaryProducts

Legal

John Sri Martha LeilaMo Curtis Ali

SelenaJR Soraya Jon

Don Farnsworth Caleb MusangiAly Buck Pete

Aloysius Kaisar Rishi AngelaBud Winston Gordo

John Sri Martha LeilaMo Curtis Ali

Empower your client’s content team.

#confabmn | #csat30kft| @hawkt

Page 106: Content Strategy at 30,000 Feet

Photo: Peter Burge (flickr / CC)

Create tools that suit their needs, not yours.

#confabmn | #csat30kft| @hawkt

ABC

Contentinventory

Contentaudit

Contentmodel

Contentmatrix

Gapanalysis

Editorialstyle guide

Editorialcalendar

Copydecks

Page 107: Content Strategy at 30,000 Feet

Photo:Kecko (flickr / CC)

Help establish processes that make their lives easier.

#confabmn | #csat30kft| @hawkt

123

Existingsite

Newsitemap

Existingsite

Newwireframes

UXreviews

Designstyle guide

Comps /prototype

New sitepages

ABC

Contentinventory

Contentaudit

Contentmodel

Contentmatrix

Gapanalysis

Editorialstyle guide

Editorialcalendar

Copydecks

Your Client

Page 108: Content Strategy at 30,000 Feet

Shoutout: Akbar Bhaidani

Measure their success (it’s yours too).

#confabmn | #csat30kft| @hawkt

Customer-facing metrics Internal metrics

• Page views• Time on site• Bounce rate• Exit rate• Search rankings• Back links created

• Efficiency metrics - ongoing and one-time content- Time/cost to create content- Time/cost to deploy content- Time/cost to test content

• Satisfaction metrics- Ratio of WCM users to non-users- Ratio of static to dynamic content- WCM system NPS

• Performance metrics- Content accuracy - number of edits- Content reuse – number of pages used- Avg. number of channels per content asset

Page 109: Content Strategy at 30,000 Feet

Stabilizing.#confabmn | #csat30kft| @hawkt

Page 110: Content Strategy at 30,000 Feet

Photo: Associated Press.

The pilot usually gets the glory.

#confabmn | #csat30kft| @hawkt

Page 111: Content Strategy at 30,000 Feet

Photo:Chris Walter (Wire Images)

But most can’t make it happen alone.

#confabmn | #csat30kft| @hawkt

Page 112: Content Strategy at 30,000 Feet

Photo:Kecko (flickr / CC)

Think like a copilot.

#confabmn | #csat30kft| @hawkt

Page 113: Content Strategy at 30,000 Feet

Photo:Kecko (flickr / CC)

Monitor progress closely.

#confabmn | #csat30kft| @hawkt

Page 114: Content Strategy at 30,000 Feet

Photo:Kecko (flickr / CC)

Communicate (but don’t overcommunicate).

#confabmn | #csat30kft| @hawkt

Page 115: Content Strategy at 30,000 Feet

OOOOOOOOOOOOOO

OOOOOOOOOOOOOO

o oo o o o oo o o o

o o o o o o o o o oo oo o

o o o o o o o o o oo oo o

o o o o o o o o o oo oo o

OOOOOOOo o o o o o o o o oo oo o

o o o o

Photo:Kecko (flickr / CC)

Always be ready to assume responsibility.

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Page 116: Content Strategy at 30,000 Feet

Landing.

Page 117: Content Strategy at 30,000 Feet

Ever tried to land a plane on the head of a pin?

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$0.15B

$143.3B

Page 118: Content Strategy at 30,000 Feet

That’s kinda the situation airlines are in today.

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$0.15B

$143.3B

Page 119: Content Strategy at 30,000 Feet

Given the circumstances, they’re doing pretty well.

Source: Forrester, 2014.

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Page 120: Content Strategy at 30,000 Feet

And they’re investing in good content, which helps.

Source: Forrester, 2014.

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Page 121: Content Strategy at 30,000 Feet

You can help by doing what you do best.

Source: Forrester, 2014.

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ABC

Contentinventory

Contentaudit

Contentmodel

Contentmatrix

Gapanalysis

Editorialstyle guide

Editorialcalendar

Copydecks

Page 122: Content Strategy at 30,000 Feet

Also by thinking about things from the airline’s POV.

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Page 123: Content Strategy at 30,000 Feet

Because you know what they say:

Photo: ZeroOne (flickr / CC)

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Page 124: Content Strategy at 30,000 Feet

“As goes the content, so goes the experience.”

Photo: ZeroOne (flickr / CC)

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Page 125: Content Strategy at 30,000 Feet

Thanks.

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