3 E's of Scaling Your Content - Colleen Jones
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Transcript of 3 E's of Scaling Your Content - Colleen Jones
WHAT IS CONTENT ENGINEERING?
It’s planning the technology to deliver the right content.
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CONTENT
PEOPLE
TIME
DEVICE
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
WHAT IS CONTENT EVALUATION? It’s a constant, ongoing assessment of whether your content is working and why.
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WHAT IS CONTENT EMPOWERMENT? It’s establishing the right content team(s) and enabling them to make good content decisions.
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Department Silos
Discipline Silos
Product Feature
Silos
Channel Silos
Content coach BRIDGES SILOS to make progress