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CIO Enterprise Content Center of Excellence | ©Copyright IBM Corp, 2014, 2015 @James_Mathewson @ditaguy • #intelcontent 1
Making marketing content intelligentJames Mathewson | @James_MathewsonGlobal Search and Content Marketing
Michael Priestley | @ditaguyEnterprise Content Technology Strategy
Content owners: James Mathewson, Michael Priestley, Mike Harris Last updated: 17 March 2015
CIO Enterprise Content Center of Excellence | ©Copyright IBM Corp, 2014, 2015 @James_Mathewson @ditaguy • #intelcontent 2
Important Disclaimer
THE INFORMATION CONTAINED IN THIS PRESENTATION IS PROVIDED FOR INFORMATIONAL PURPOSES ONLY.
WHILE EFFORTS WERE MADE TO VERIFY THE COMPLETENESS AND ACCURACY OF THE INFORMATIONCONTAINED IN THIS PRESENTATION, IT IS PROVIDED “AS IS”, WITHOUT WARRANTY OF ANY KIND, EXPRESSOR IMPLIED.
IN ADDITION, THIS INFORMATION IS BASED ON IBM’S CURRENT PRODUCT PLANS AND STRATEGY, WHICH ARESUBJECT TO CHANGE BY IBM WITHOUT NOTICE.
IBM SHALL NOT BE RESPONSIBLE FOR ANY DAMAGES ARISING OUT OF THE USE OF, OR OTHERWISE RELATEDTO, THIS PRESENTATION OR ANY OTHER DOCUMENTATION.
NOTHING CONTAINED IN THIS PRESENTATION IS INTENDED TO, OR SHALL HAVE THE EFFECT OF:
• CREATING ANY WARRANTY OR REPRESENTATION FROM IBM (OR ITS AFFILIATESOR ITS OR THEIR SUPPLIERS AND/OR LICENSORS); OR
• ALTERING THE TERMS AND CONDITIONS OF THE APPLICABLE LICENSEAGREEMENT GOVERNING THE USE OF IBM SOFTWARE.
CIO Enterprise Content Center of Excellence | ©Copyright IBM Corp, 2014, 2015 @James_Mathewson @ditaguy • #intelcontent 3
• We’ve been here before
• We know what we need
• We all want the same thing
• We want intelligent content management
• Across an enterprise ecosystem
Making marketing content intelligent
CIO Enterprise Content Center of Excellence | ©Copyright IBM Corp, 2014, 2015 @James_Mathewson @ditaguy • #intelcontent 4
We’ve been here before
CIO Enterprise Content Center of Excellence | ©Copyright IBM Corp, 2014, 2015 @James_Mathewson @ditaguy • #intelcontent 5
The Evolution of Content Marketing
How many of these projects could scale? How many of
these content projects could be easily reused by other
divisions or departments? How many could be repurposed
without major human intervention? How many could even be
found after the campaign was over?
Joe Pullizi, The Evolution of Content Marketing Will Include Intelligent Content
CIO Enterprise Content Center of Excellence | ©Copyright IBM Corp, 2014, 2015 @James_Mathewson @ditaguy • #intelcontent 6
The Evolution of Content Marketing
What if I could take a piece of content and publish it to
multiple output channels, all set to display in different
ways (because of the rules that I set) without having to
handcraft each piece of content separately?
Technical communicators have been doing this for years
Joe Pullizi, The Evolution of Content Marketing Will Include Intelligent Content
CIO Enterprise Content Center of Excellence | ©Copyright IBM Corp, 2014, 2015 @James_Mathewson @ditaguy • #intelcontent 7
Intelligent Content Across the Organization
The benefits of using intelligent content principles
can be even more dramatic for marketing content
than for technical content.
Rahel Bailie, Intelligent Content Across the Organization
CIO Enterprise Content Center of Excellence | ©Copyright IBM Corp, 2014, 2015 @James_Mathewson @ditaguy • #intelcontent 8
We know what we need
9© 2014 IBM Corporation
Reading
Scrolling
Clicking
Relevant?Right and quality
assets?
In every decision point of Emily’s journey, well-structured
content is critical to deepening her relationship with IBM
Emily clicks
external drive-to
Organic search 70%
Ads/other paid 20%
Earned/social 10%
Emily lands
on
ibm.com
page, and
scans it
for relevant
content
180K per day
noEmily engages
with ibm.com
yes
Bookmark/RSS 40%
Deep dive 30%
Respond 20%
Like/share 5%
Comment/connect 5%
no
yes
Adversary
Emily goes away and is more likely
to amplify negative brand
impression in social circles
Advocate
Emily is more likely
to amplify positive
brand impression in
social circles
CIO Enterprise Content Center of Excellence | ©Copyright IBM Corp, 2014, 2015 @James_Mathewson @ditaguy • #intelcontent 10
From taxonomy to structured content strategy
Ontologies
TaxonomiesSemantic
variants
Structured
content models
Hierarchies
Link data
Related
values
Contextual
variants
Syntactic
variants
Relevant
contentClient
UX
rules
CIO Enterprise Content Center of Excellence | ©Copyright IBM Corp, 2014, 2015 @James_Mathewson @ditaguy • #intelcontent 11
Challenges with the current state
• Content is page bound, which presents many challenges:oFindability: Page-bound content forces users to consume more than
they need in order to find a few salient nuggets within them
oShareability: Nobody shares pages. Users share assets—videos, infographics, articles, etc.
oAdaptability: Large pages tend to turn into infinite scrolls when converted to mobile screens. Forcing users to consume the whole page to get the content they need is bad UX
oMeasurability: Users of pages focus their attention on areas of the page and their clicks on particular assets. Outside of heat maps, measurement systems aren’t up to separating poorly producing assets from those that perform well within the same page
CIO Enterprise Content Center of Excellence | ©Copyright IBM Corp, 2014, 2015 @James_Mathewson @ditaguy • #intelcontent 12
//Subject taxonomy transformation
From To
Flat file Ontology
IBM nomenclature Client language
Required everywhere Contextual requirements
Managed centrally Governed by community
Look-up tables Author tagging assistance
Show users our back-end Hide the codes, show the values
CIO Enterprise Content Center of Excellence | ©Copyright IBM Corp, 2014, 2015 @James_Mathewson @ditaguy • #intelcontent 13
Customer-Focused Insights
Information Architects
Portfolio Marketing
Managers
Content Marketing
Managers
Content Strategist
SEOs
Paid Search Managers
Authors
UX Designers
Developers
Client Journey Tool
Acrolinx
Editors
Production Managers
Webmasters
Web Analytics Specialists
Cross Functional Digital
Leads
IBM Content Data Cube outputs are designed around the needs of its many customers.
Customers
Roles
Apps
Executives
Next Gen Authoring Environment
CIO’s Performance Dashboard
Sales Lead
Social Media Marketers
Voices
Compass
Performance Marketing
Managers
Productized Services
Page Governance
Webmaster Optimization Reports
Keyword Governance
Taxonomy / Ontology
Consulting
Content Effectiveness Reporting
Link Audits
Content Audits
Technical Audits
Social Audits
Competitive Landscape
Internal Link Recommender
Performance Dashboard
Strategic Value PropPd. Search Reports
Content Investment ROI
Share of Search
Performance Trending
Content Calendar
Data-Driven InsightsSelf-Service Reports &
Services
SEO Keyword Planner
Optimization Recommendations
Opportunity Scenarios
User Intent Modeling
Keyword Discovery
SEO Workflow Manager
Pages
Keywords
Audit Scores
Ranking Data
Link Data
Task Management/Opportunity Status
Paid Search Insights
Rio Social Tagging
Competitor/Aggregator Engine
Site Section
Keyword Ownership
Page Ownership
Escalation Path
Blueprint
Crawler Outputs
Budgets
Crawler Errors
APIs
&
Feeds
Business
Logic &
Ontology
IBM Content Data Cube
Response Scores
Offer Performance Guidance
Media Relations
Practitioners
MAM
13
CIO Enterprise Content Center of Excellence | ©Copyright IBM Corp, 2014, 2015 @James_Mathewson @ditaguy • #intelcontent 14
Customer-Focused Insights
Information Architects
Portfolio Marketing
Managers
Content Marketing
Managers
Content Strategist
SEOs
Paid Search Managers
Authors
UX Designers
Developers
Client Journey Tool
Acrolinx
Editors
Production Managers
Webmasters
Web Analytics Specialists
Cross Functional Digital
Leads
IBM Content Data Cube outputs are designed around the needs of its many customers.
Customers
Roles
Apps
Executives
Next Gen Authoring Environment
CIO’s Performance Dashboard
Sales Lead
Social Media Marketers
Voices
Compass
Performance Marketing
Managers
Productized Services
Page Governance
Webmaster Optimization Reports
Keyword Governance
Taxonomy / Ontology
Consulting
Content Effectiveness Reporting
Link Audits
Content Audits
Technical Audits
Social Audits
Competitive Landscape
Internal Link Recommender
Performance Dashboard
Strategic Value PropPd. Search Reports
Content Investment ROI
Share of Search
Performance Trending
Content Calendar
Data-Driven InsightsSelf-Service Reports &
Services
SEO Keyword Planner
Optimization Recommendations
Opportunity Scenarios
User Intent Modeling
Keyword Discovery
SEO Workflow Manager
Pages
Keywords
Audit Scores
Ranking Data
Link Data
Task Management/Opportunity Status
Paid Search Insights
Rio Social Tagging
Competitor/Aggregator Engine
Site Section
Keyword Ownership
Page Ownership
Escalation Path
Blueprint
Crawler Outputs
Budgets
Crawler Errors
APIs
&
Feeds
Business
Logic &
Ontology
IBM Content Data Cube
Response Scores
Offer Performance Guidance
Media Relations
Practitioners
MAM
14
CIO Enterprise Content Center of Excellence | ©Copyright IBM Corp, 2014, 2015 @James_Mathewson @ditaguy • #intelcontent 15
We need intelligent content management
CIO Enterprise Content Center of Excellence | ©Copyright IBM Corp, 2014, 2015 @James_Mathewson @ditaguy • #intelcontent 16
Content management must evolve
Copy and paste
• Create variants manually
• Inconsistent content
• Poorly maintained
• Horrible search
Authoring reuse
• Create variants automatically from single source
• Consistent content
• Well maintained
• May have missing search results
Runtime reuse
• Create variants dynamically from single source
• Consistent and well maintained
• Focused search results
CIO Enterprise Content Center of Excellence | ©Copyright IBM Corp, 2014, 2015 @James_Mathewson @ditaguy • #intelcontent 17
Control common
elements
Apply metadata
for filters and
adaptive display
Share content
across
collections
Assemble and
filter
Generate outputs
For marketing content
Product
list
Legal
notice
Benefits
Mention a
product
Item for CMO
Item for CIO
Case study
Tech
overviewDisclaimer
Preview
Details
Whole
CIO
variant
Adaptive
HTML5
EPUB
Other…
JSON
CMO
variant
CIO Enterprise Content Center of Excellence | ©Copyright IBM Corp, 2014, 2015 @James_Mathewson @ditaguy • #intelcontent 18
Title: macys’.com: …
Section: Overview
Section: Solution components
Section: The inside story …
….
Case study content model
Lightly constrained, unchunked
Provides flexibility, but doesn’t enforce
consistency or provide much additional
semantics•Limit the available elements to only those
useful in the marketing domain
•Add some additional metadata
•Does not require mature understanding of
content requirements
•Minimal reuse capabilities
Collection
Title: macy’s.com: Focusing…
overview
Requires a list (and only a list is allowed)
solution components
Requires a list of products
inside storyRequires a title
Requires “Changing the mindset”
Requires “Changing the metrics”
Requires “Aligning IT with the business”
…
Tightly constrained, chunked
Provides consistency and additional
semantics, but is much less flexible•Defines required and optional elements
•Defines required structure and sequence
•Constrains available content at lower level of
detail
• Requires mature understanding of content
requirements
•Scalable reuse
CIO Enterprise Content Center of Excellence | ©Copyright IBM Corp, 2014, 2015 @James_Mathewson @ditaguy • #intelcontent 19
1. Plan for the context – the audience, industry, products involved, etc. and add this as metadata
2. Search the CMS for reusable content components, for example feature overviews and solution lists
3. Review the existing material and enhance or contextualize if necessary
4. Assemble the existing components into a new outline or map
5. Identify missing content and write new material to fill the gaps
6. Add new material to the CMS, ensuring that it’s available for reuse and is classified with descriptive metadata
7. Build the new document
Authoring intelligent content
CIO Enterprise Content Center of Excellence | ©Copyright IBM Corp, 2014, 2015 @James_Mathewson @ditaguy • #intelcontent 20
Across an enterprise content ecosystem
CIO Enterprise Content Center of Excellence | ©Copyright IBM Corp, 2014, 2015 @James_Mathewson @ditaguy • #intelcontent 21
People work together, so our technology has to
Integration across silos to support collaboration across teams
Integration of end-to-end processes to enable continuous delivery
Operations
team
Knowledge
center
team
Ibm.com
site
Software
architect
Design
content
strategist
Content
marketing
strategist
Software
developer
Content
developerMarketing
author
Deliver and
maintain
Plan and
design
Author and
reuse
Collaboration
Co
ntin
uo
us d
eliv
ery
Integration and Optimization
CIO Enterprise Content Center of Excellence | ©Copyright IBM Corp, 2014, 2015 @James_Mathewson @ditaguy • #intelcontent 22
Learning plan
Author and reuse across silos
Training
Product docs
Marketing
Sales
Course
Tutorial
Steps
Tutorial
RFP
Feature
Benefits
Case study
Feature
overview
Business
benefits
Knowledge center product collection
Tutorial Feature Steps
Feature
Benefits
Feature
overview
Case
Study
Benefits
Instr
uctional C
onte
nt
Steps
CIO Enterprise Content Center of Excellence | ©Copyright IBM Corp, 2014, 2015 @James_Mathewson @ditaguy • #intelcontent 23
Reuse catalog
• Quickly assemble and filter components for new campaigns/journeys
• Reuse of both assembled and component content
• Can reuse dynamically –always pick best match for criteria, regardless of origin
• Measure performance at component level
Runtime reuse
Benefits
Tutorial
Feature
Steps
Case
study
Dynamic
collection
For criteria:
• CIO
• Learning
• Interests in
cloud, security
• Banking industry
CIO Enterprise Content Center of Excellence | ©Copyright IBM Corp, 2014, 2015 @James_Mathewson @ditaguy • #intelcontent 24
Content delivery must evolve
Static design
Produce separate content for mobile vs desktop
Responsive design
Same content reflowed for every device
Adaptive design
Content is shown or hidden as well as reflowed based on device, as well as other criteria like audience, location
CIO Enterprise Content Center of Excellence | ©Copyright IBM Corp, 2014, 2015 @James_Mathewson @ditaguy • #intelcontent 25
Barriers to collaboration
ProcessLack of governance
Lack of feedback
CultureLack of incentives for reuse
Incentives for reinvention
ContentInconsistent content types
Inconsistent classification
TechnologyLifecycle silos tie authoring to delivery
Formats tie content to authoring system
CIO Enterprise Content Center of Excellence | ©Copyright IBM Corp, 2014, 2015 @James_Mathewson @ditaguy • #intelcontent 26
Breaking down silos
• Build a bigger silo?There’s no silo big enough to cover cross-company reuse scenarios
• Integrate across silos?Requires that every reuser have access to every source system
• What about portable content?Requires content that can be exported from a repository with its structure, metadata, and relationships intact
Requires independent, cross-vendor standards
CIO Enterprise Content Center of Excellence | ©Copyright IBM Corp, 2014, 2015 @James_Mathewson @ditaguy • #intelcontent 27
Legal
IBM and the IBM logo are trademarks of International Business Machines Corp., registered in many jurisdictions worldwide. Other product and service names might be trademarks of IBM or other companies. A current list of IBM trademarks is available on the Web at “Copyright and trademark information” at www.ibm.com/legal/copytrade.shtml