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MarketingPower Content Roadmap

Revised: 5.19.11

*ContentsAMA Content Definition MarketingPower MissionMarketingPower as Knowledge CenterMarketingPower as Industry DifferentiatorMarketingPower Content and Member Value MarketingPower Content StrategyAMA Primary Target AudiencesAMA Content ObjectivesMarketingPower Content ApproachContent Evaluation CriteriaCurrent Content InventoryBy FormatBy Originator MarketingPower Content Action PlanKey Pillars of Content StrategyContent Roadmap MarketingPower Content OrganizationKey Elements of User ExperienceContent Organization ObjectivesUsability ChallengesContent Organization OptionsOption A: Content Organization SolutionsOption A: Example: Redesigned Dashboard Navigation

Content Action Plan Schedule AppendixHeuristic Website EvaluationContent Needs Assessment SurveyWebsite Audit and Gap AnalysisWebsite Content Organization Plan

*AMA Content Definition

AMA MarketingPower Content is information and knowledge organized around specific subject matter which is delivered in varying degrees in multiple formats to provide relevance and value to the end user.

*MarketingPower Mission

MarketingPower as Knowledge CenterMarketingPower as Industry DifferentiatorMarketingPower Content and Member Value

*MarketingPower as Knowledge CenterMarketingPower is the global go-to resource for marketing information and knowledge for marketing professionals. The AMAs inventory of content assets is a reflection of what the AMA stands for: quality, value, relevance and knowledge.

*MarketingPower as Industry DifferentiatorGoal: MarketingPower provides marketers a knowledge center that is the best, single source for marketing content

MarketingPower as Industry Differentiator*Goal: MarketingPower provides marketers a knowledge center that is the best, single source for marketing content.

*MarketingPower Content and Member ValueThe MarketingPower Knowledge Center not only is a critical industry differentiator but also reinforces the overall value proposition of AMA Membership. From a content perspective, member value is demonstrated in the following ways:

Content GatingContent CustomizationExistingPlanned*ExistingPlanned* TBD**

By membership statusBy content categoryBy specific content offering

Members-Only Content

Marketing NewsJournals (subscription)Magazines (subscription)WebcastsSelect Partner ArticlesAberdeen ResearchAMAConnect Content

Select (3-4) articles and (3-4) events on Home Page (logged-in state)

Home Page Customized View (marketer role) Resource Library Customized View (topic preferences) Career Customized View (marketer role)

Customized Member Confirmations

**Business requirements for two major development projects will be developed in CY2011 to implement a comprehensive gating and personalization website strategy

*MarketingPower Content Strategy

AMA Primary Target AudiencesAMA Content ObjectivesMarketingPower Content ApproachContent Evaluation CriteriaCurrent Content Inventory

*AMA Primary Target AudiencesPrimary Target Audiences: Mid-level marketers Mid-level marketing specialists Early- to mid-career academics Mid-level qualitative and quantitative researchers

*AMA Content ObjectivesIn addition to supporting the AMAs overall business objectives of Connecting, Informing and Advancing, AMA Content serves to meet one or more of the following primary objectives:

INFORMEDUCATEPROBLEM SOLVEINSPIREPublications (journals,magazines, newsletters)Partner contentPodcastsWebcastsResearch studiesAMAConnectSocial media updatesELMARConferencesVirtual eventsChapter resourcesPress releasesIn-person events (conferences/seminars)WebcastsVirtual eventsRegional meetingsAMAConnectDictionaryCertification

AMAConnectMarketing Resource DirectoryChapter ResourcesCareers/Job Board

ConferencesMarketing News columns Virtual eventsWebcastsPodcastsExisting content which serves to teach the end user a new technique, tactic or discipline.Existing content which helps a marketer solve a specific problem or address a challenge.Existing content which adds to a marketers overall knowledge base but may not meet a specific need.Existing content which serves to inspire marketers to think differently or take a new action..

*Current Content Inventory: By FormatUsers of marketing content desire to consume information in multiple ways. The AMA provides content to its target audiences in a variety of formats to meet this need.

TextMultimediaIn-PersonArticlesPublications (print andDigital)Social media postsand updatesPresentationsSpreadsheetsTemplatesResearch studiesSales collateralDirectoriesDictionaryJob listingsGuidesForms & applicationsImagesVideoAudio filesWebcastsVirtual eventsE-learningAdsConferencesBoot campsTraining seriesSpotlight forumsRegional meetings

*Current Content Inventory: By OriginatorAMA CreatedAMA AcquiredAMA AggregatedCreated by AMA Staff JournalsMagazinesNewslettersPodcastsCurriculumChapter communicationsBlog postsSocial media posts/updatesForms/applicationsVolunteer leads Communications Created by AMA Audience ELMAR postsAMAConnect postsAMAConnect text and multimedia filesArticle commentsBlog commentsVirtual event chat

Acquired via Partnership: Content partner(articles, research,multimedia, dictionaries)Sponsors (webcasts,podcasts, white papers,virtual event presentations)Advertisers (digital andprint ads)Event Faculty

Purchased/Distributed:

News feedCMO JournalELMARJob board

ARC contentJob board listingsChapter events

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MarketingPower Content Action PlanKey Pillars of Content StrategyContent Roadmap

*Key Pillars of Content Strategy

Objective: Based on the results of both the Audit and Content Needs Assessment Survey, identify gaps in content topics, formats and target segments.

Deliverables: A report defining primary and secondary content topics, specific content formats to pursue and marketing segments to address in content offerings. Time Frame: 8/2011

Objective: To identify the content needs and preferences of AMA members and the MarketingPower registrant audience. Deliverables: Survey results will help answer questions relating to preferences for content subject matter, formats, delivery mechanisms and objective.

Time Frame: 9/2011

Objective: To quantify and qualify the existing inventory of MP.com content assets. Deliverables: An itemization of all MP.com content based on category, topic, format and date. A report summarizing results of audit in terms of content topics, formats, target segment, age, source and gating..

Time Frame: 6/2011

Objective: Based on Content Gap Analysis, develop a content action plan including content creation, acquisition and aggregation.

Deliverables: Creation of enhanced partner value proposition

List of content partners to pursue to address content gaps

Within partner base, plans for custom content programs to meet niche content needs

Organization-wide editorial plan to ensure all content categories are in alignment with plan Time Frame: 10/2011:

Content PlanContent Needs AssessmentContent Gap AnalysisContent Audit

*Content RoadmapStep 1: Define Primary Content Topics (answers What is the right content?)Analyze results of Content Needs Assessment SurveyIdentify MarketingPower keyword search trendsIdentify primary AMAConnect buzz keywordsCollect and analyze primary tags utilized on existing MarketingPower contentCollect and analyze primary tags utilized in AMAConnect contentIdentify primary topic preferences indicated by members/registrants Step 2: Assess Current Breadth/Depth of Content Offerings (answers Do we have enough content?)Utilizing Website Audit/Gap Analysis results, compare existing inventory (by subject matter, content type, marketer segment) to primary content topics Identify primary content topics and content types which are lacking in either breadth or depth of coverage Step 3: Develop Content Creation/Acquisition Plan to Fulfill Identified Content Needs (answers How will we get more content?)Identify potential content partners (organization and individuals) and develop corresponding value proposition program to ensure ability to attract and retain partnersWithin partner base, devise custom content programs to meet niche content needs (i.e., e-books, podcasts, guest columns, co-branded research, tools, etc.)Devise organization-wide editorial plan based on identified content categories to ensure all content categories are in alignment with plan (webcasts, podcasts, AMA publications, multimedia, etc.)

Key Pillars of Website Organization*

Objective: To identify website design and structural challenges impacting user experience

Deliverables: An in-depth evaluation of the following key areas: Home Page, Resource Library, Search Interface, Search Results, Site-Wide and Contextual Navigation.

Time Frame: 6/2011

Objective: Define gating strategy and business requirements associated with gating implementation.

Deliverables: A gating plan including all online content categories that supports AMA member value proposition while serving to engage and/orconvert non-member visitors. Includes consideration of premium membership benefits, members-only content and Resource Library subscriptions.

Time Frame: 9/2011:

Content Organization PlanHeuristic Evaluation

Objective: Based on results of Heuristic Evaluation, Content Assessment Survey and Gating Strategy, identify business requirements for a content and navigation re-organization plan for MarketingPower.

Deliverables A work and cost estimate for re-organization plan based on business requirements provided.

Time Frame: 11/2011

Content Gating Plan

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MarketingPower Content OrganizationKey Elements of User ExperienceContent Organization ObjectivesUsability ChallengesContent Organization OptionsOption A: Content Organization SolutionsOption A Example: Redesigned Dashboard Navigation

*Key Elements of User ExperienceContent OrganizationNavigationSearchThree primary interrelated elements form the foundation of an effective website user experience. How do visitors move from one channel to another?How do visitors move from one content area to another within a channelWhat navigation controls are provided to facilitate navigation? (i.e., drop-down menus, roll- overs, pop-ups, buttons) Where is the position and placement of General Search and Advanced Search?How are search results configured?What search filters are available to visitors?Where can visitors refine their search criteria?How is content categorized (content type, content source, content type)? Which content categories are assigned to each website channel?

*Content Organization ObjectivesContent Categorization: Organization of MarketingPower content should ensure the following:Content should be located within appropriate (as visitors would expect to find it) channelsContent categorization should allow for primary ways in which visitors expect to find content (content subject matter, content type)Content categorization should be tied to navigation and search mechanisms Navigation: Intuitive controls and mechanisms must be provided to allow visitors to easily move from one content area to the nextGlobal navigation dashboardDrop-down menusChannel navigation menusScrolling controlsSite mapAnchor linksBreadcrumbs

Navigation mechanisms should also provide visitors the ability to easily navigate based on their preference (channel to channel, content type to content type, content topic to content topic)

Search: MarketingPower structure must accommodate all key ways visitors search for contentBrowse (all content, by content type, within topic specialty)Search (by keyword in general search, utilizing filters in advanced search field)

*Usability ChallengesBased on informal feedback from site visitors and analysis of general best practices, the following are some inherent MarketingPower architecture challenges that may be impacting the user experience. Results from a planned Heuristics Evaluation may confirm or refute this hypothesis.

Website Channels: Website has insufficient number of channels to meet AMAs content needs (i.e., Lack of Membership Center)

Topic Search: Visitors are unable to easily locate content based on topic or content typeVisitors can utilize the general search/advanced search optionsVisitors can utilize a drop-down menu topic search located on Resource Library landing page Content Organization: Some content is stored in inappropriate or unexpected channels

Search Filters: Insufficient filters are provided within search results pages. Existing filters in certain content areas are not intuitive (events, general search results) Advanced Search: Advanced Search options are not easily located Content Templates: Certain templates (articles) do not provide intuitive access controls

*Content Organization OptionsThe following three solutions are recommended for re-organizing MarketingPower content in order to facilitate navigation and search. The options range from Full to Intermediate to Partial based on the extent to which they resolve the identified website usability challenges as well as work effort and complexity.Option A:

Full SolutionOption B:

Intermediate SolutionOption C:

Partial Solution

Redesigned Navigation Dashboard (2 new channels) Channel drop-down navigation menus Dynamic Topical and Content Type Landing Pages Topic-focused Advanced Search Results Pages

Relocation of existing content to new channels

Redeveloped Resource Library landing page to include Topic-based and content type-based menu Menu topic categories to be directed to pre-populated Advanced Search Results pages Addition of search filters to Advanced Search Results pages

Channel dashboard drop-down menus

Redeveloped Resource Library landing page menu to include Topic-based menu

Menu topic categories to be directed to existing Advanced Search Results pages Removal of existing Search drop-down widget and reconfiguration of existing layout Channel dashboard drop-down menus

*Option A: Content Organization SolutionsThe MarketingPower Heuristic evaluation will validate and identify any significant usability challenges including content organization, navigation and search. The following suggestions are possible solutions to primary usability challenges should they be confirmed in the Heuristic Evaluation. Global Navigation Dashboard Redesign existing dashboard to include 2 additional channels (Home, Membership Center, Resources, Publications, Events, Career Center, Community, About Us.) Development of Navigation Drop-Down Menus to Facilitate Navigation Behavior Within each channel, develop a drop-down menu allowing users to locate and quickly navigate to specific content areas (see associated chart). Development of Topical and Content Type Landing PagesTopical landing pages will facilitate a visitors search for content by topic and would include the following elements:Featured Content OfferingList of Most Recent Content OfferingsWidgets featuring recent content by type (events, multimedia, articles, etc) with a facility to view Full List (the visitor would then be directed to a Search Results Page with pre-populated results based on topic)Widgets for targeted advertising and/or Sponsored LinksTwitter Feed based on topicWidget displaying most recent Members-Only content Enhanced Advanced Search to include Additional Filters Based on the content type, additional search filters would be integrated into the advanced search results page allowing visitors to better refine their search

Option A Example: Redesigned Dashboard NavigationTYPE Articles Benchmark Reports Best Practices Case Studies E-Books Podcasts Publications Research Toolkits Trend Reports White Papers Other Professional Home Member Center Development Career Community About UsResourcesTOPICAdvertising Healthcare Academia Interactive Branding Measurement B2B Nonprofit Career Promotion CRM Research Direct Retailing Global Strategy Other

Find Content ByMarketingPower content would be organized into 7 key channels: Member Center, Resources, Publications, Events, Career, Community and About UsContent within each channel could be easily found with drop-down menus. (For example, the Resources channel would allow visitors to find content based on Content Type and Content Topic.)Within each Topic category, a results landing page would allow users to refine their search via a variety of filters (title, date, content type, author, source, etc.)Within each Type category, the results landing page would allow users to refine their search via a variety of filters (title, topic, date, author, source, etc.)

SOURCEAberdeen Mktg News Focus Mktg Research Colloquy Mktg Researchers Epsilon PR Newswire GfK POPAI HSMAI SNCR ISBM TalentZoo Journal Target Mktg Mktg WOMMA JIM JMR MORE JPP&M

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Content Action Plan Schedule

Content Action Plan Schedule

*Action Plan ScheduleContent Organization Plan:

Heuristic Evaluation (7/2011)Define Objectives and FocusDevelop RFPSelect VendorConduct Heuristic EvaluationConduct Usability Study (Optional)Identify Website ChallengesDevelop/Revise Content Action Plan based on ResultsContent Gating PlanMembers-Only ContentSubscription ContentGating Mechanisms Content Organization Plan (10/2011)Based on evaluation, survey and audit results, define content categoriesDevise business requirements tied to organization plan including content structure, navigation and searchDetermine work and cost estimate associated with implementation of Organization Plan

Content Audit (6/2011) Content Needs Assessment Survey (8/2011)Define Objectives (based on multi-department input)Draft Survey QuestionnaireSolicit Researcher Feedback on Survey DesignCreate Survey using Third-Party Survey ToolDevelop and Distribute Email Survey Invitation to Members/Website RegistrantsAnalyze Results Content Gap Analysis (9/2011)Itemize website content by type, title, subject matter, date and sourceAnalyze inventory and identify gaps in content type, subject matter and target segmentCapture results and propose recommendations for Content Plan Content Plan (10/2011)

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APPENDIXHeuristic Website EvaluationContent Needs Assessment SurveyWebsite Audit and Gap AnalysisWebsite Content Organization Plan

*Heuristic Website EvaluationWhat Is It?Heuristic evaluation is a form of usability inspection where usability specialists judge usability principles (the "heuristics"). Usually two to three analysts evaluate the system with reference to established guidelines or principles, noting down their observations and often ranking them in order of severity.

Heuristic Evaluation Focus:The MarketingPower Heuristic Evaluation would focus on the following elements: Home PageDoes it support multiple ways to reach content? Does it highlight the best ways to reach content?Does it orient the user to what the site is about and content is available?Does it serve users who have been here before and know what theyre looking for? Resource LibraryIs content organized so users can easily locate it? Is content appropriate to the channel?Is content organized and searchable within the Resources Library that is in alignment for how users search for content?Does it provide a clear indication of the breadth and depth of content resources?Search InterfaceIs it easy to find and consistently placed? Is it easy to use?Does it support revision/refinement? Are query builders used effectively?Search ResultsAre useful results available at the top of the list?Is it clear what the query was? Is it clear what was searched? Is it clear how many results were retrieved?Are useful components displayed per result? Are the results grouped in a useful way?Site-Wide NavigationIs it possible to move through the site without experiencing click fatigue?Are breadth and depth balanced? Are labels clear and meaningful?Contextual NavigationIs it clear where I am (in terms of where I am in the site)?Are there a few navigation options that lead me where Id want to go next? Are they clearly labeled?

*Content Needs Assessment SurveyObjective: To identify the content needs and preferences of AMA members and the MarketingPower registrant audience

Focus: Members and registrants will be queried on their content needs as they pertain to general marketing resources, in-person events, print publications, and multimedia content

Outcomes: Results of the survey should provide insights on the following questions:

What specific marketing topics am I most interested in reading or learning about? What specific marketing topics am I least interested in reading or learning about? In what formats and delivery mechanisms do I most prefer consuming content? What is my primary objective in searching for or obtaining marketing content? What kind of marketing content is most valuable to me? (created, acquired, aggregated)

*Website Audit and Gap AnalysisObjective: To quantify and qualify the existing inventory of MarketingPower content assets and determine any gaps in content topics, formats and target segments.

Methodology: An audit of all MarketingPower content, including articles, in-person and virtual events, multimedia offerings and member resources will be itemized according to content title, type, topic, date and source. Based on the results of the Audit, an analysis will be conducted for each content category to identify gaps based on subject matter, content type, content format and audience segment.

Outcomes: The results of both the Audit and Gap Analysis will help inform and direct the next phase Content Partnership acquisition plan as well as the content roadmap for all AMA online content offerings.

*Website Content Organization PlanObjective: Based on results of Heuristic Evaluation and Content Assessment Survey, identify business requirements for a content and navigation re-organization plan for MarketingPower.

Focus: The re-organization plan would focus on 3 key areas: organization of specific content within key website channels; navigation controls and search mechanisms.

Deliverables: Based on specific business requirements identified, AMAs IT team will deliver work effort and cost estimates associated with each re-organization option. The estimate document would also include any consequences or specific ways the plan options would impact website performance, security and storage capabilities.

Outcomes: The results of the website content organization plan and IT estimate will help direct the AMA leadership team in its decision making regarding a specific organization option and prioritization of the re-organization plan project.

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