How Structured Content Increases the ROI of Your Content
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Transcript of How Structured Content Increases the ROI of Your Content
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ABOUT ME
• Founder of Content Science
• Content intelligence + strategy
• Services, software, + online magazine
• Author of 2 cornerstone content books
• Advocate for influential content (before
it was cool!)
• Proud parent…
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LEARN THE WAYS OF METADATA
YOU MUST
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OUR GOALS
ROI Recap!Definitions
4 Ds ofMetadata Magic
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Metadata is data that structures your content +, consequently,
gives it magical powers.
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METADATA
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CONTENT
METADATA
Structured Content@leenjones • #inte lcontent
Magical Power
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Make Powerful
Marketing with Metadata
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OUR GOALS
ROI Recap!Definitions
4 Ds ofMetadata Magic
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Metadata equips your
structured content
with 4
marketing powers.
DISCOVERY
DELIGHT
DISTRIBUTION
DEDUCTIONCONTENT
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Metadata describes your content for technology so that
• Search engines, content management systems, and social
media sites understand it and retrieve / deliver it.
• People, ultimately, can find it when searching and browsing.
Content DISCOVERY
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“Yoda dog
costumes”
Bad Metadata!
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• ACS example
The Best Content Missing Because of
Bad Metadata
Top search term:
transportation assistance
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Metadata describes your content for technology so you can
• Aggregate
• Syndicate
• Mashup
• Reuse
• Deliver Across Channels
Content DISTRIBUTION
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Good Metadata!
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Teaser
Home Page Feature
Category Page
Related Article Page
Landing Page
Search Results
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Metadata describes your content for technology to power
• Personalization
• Localization
• Engineered Serendipity
• Merchandising
Content DELIGHT
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GREAT
CONTENT +
METADATA
YOUR
LOCATION DATADELIGHTFUL
MOMENT
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Content metadata combines with data about your customer
to trigger contextually relevant content.
• Behavior – What topic(s) is your customer visiting or searching for?
• Settings – What preferences has your customer set?
• Location – Where is your customer? What time of day is it there?
Content DELIGHT
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Metadata collects data about how people interact with your
content and, consequently, yields powerful
content intelligence.
• Analytics tags
• Advertising / promotion tracking tags
• Content evaluation tool tags
Content DEDUCTION
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Quitting Smoking Content
• High page views
• High bounce rate
• Good or bad?
Content DEDUCTION
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WEB /
CHANNEL
ANALYTICS
CONTENT
SURVEY
DATA
CUSTOMER
INQUIRIES +
SENTIMENT
BUSINESS
METRICS
Insight + Action
Content ROI Content Effectiveness Content Value Customer Insight Prediction
Analysis + Interpretation
Ask Content Questions Mine for Answers Triangulate Data
Content DEDUCTION: Content Intelligence System
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Content DEDUCTION: Content Intelligence System
Content
GOOGLE ANALYTICS
OPTIMIZELY
HOT JARSURVEYS + INQUIRIES
CONTENT
WRX
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Metadata makes marketing meaningful.
Metadata seems small, but it makes a big impact.
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OUR GOALS
ROI Recap!Definitions
4 Ds ofMetadata Magic
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INCREASE REVENUE BY… SAVE COSTS BY…
$ Increasing sales across digital
channels
$ Increasing cross sell and upsell
$ Increasing sales leads
$ Improving quality of sales leads
$ Reducing churn and boosting
loyalty
$ Maintaining or improving
customer satisfaction
$ Reducing content maintenance
time + effort
$ Repurposing existing content into
new content marketing products
$ Maximizing the use of content
management technology
$ Reducing risk of content errors +
inconsistencies
$ Reducing effort to optimize for
mobile and multichannel delivery
A Recap of Potential ROI
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Promising Pilot Scalable Success
INCREASING REVENUE
36% Boost in Weekly Sales
EVEN MORE ROI
Repurposing Content in
Post Purchase Email
Product Tips
Related products
Related condition
SAVING COSTS
OMNICHANNEL REUSE
36
PRODUCT DESCRIPTION
WEB + OFFICE
COLLATERAL
SEARCH RESULTS
PERSONALIZED NEWSROOM UPDATE
CUSTOMER WEB PAGE
PERSONALIZED EMAIL NOTICES
FINANCIAL ADVISOR WEB PAGE
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• Photo: The Daily Mail
MAY THE STRUCTERED
CONTENT FORCE
BE WITH YOU!
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COLLEEN JONES
CEO, Content Science
Content intelligence + strategy
to accelerate your business
content-science.com
