The Vision Gap: content strategy for brands
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Text Text @brilliantnoise brilliantnoise.com #contentvision 11 June 2014 The vision gap: content strategy for brands Brilliant Webinar
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TextText@brilliantnoise brilliantnoise.com !#contentvision
11 June 2014
The vision gap: content strategy for brands
Brilliant Webinar
Today’s speakers
2
Antony Mayfield CEO
Jason Ryan COO
Lauren Pope Digital Consultant
The gap between vision and reality in content strategy
Scaling content Trends in content strategy
Vision vs. reality in content strategy
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Antony Mayfield CEO
image (cc) Google
Digital is a strategic business
challenge.
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Digital change comes in all directions…
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Customer
Competitor Staff
Channels
Company
Content’s not a bolt-on.
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Programmes
Engagement
Content
Utility
Retention
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Campaigns
Interruption
Ads
Reach
Acquisition
>
This is not news.
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So what’s stopping brands?
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-Leadership -Operations
-Content systems
“CMOs prioritise acquisition… only 20% prioritise retention.”
!
!
Cory Munchbach, Forrester
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Forrester
Campaign mindset & budgets.
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Model first published Harvard Business Review
Bond
Advocate
Enjoy
Buy
Evaluate
Consider
Customer decision journey
Integration
Short-termism The story of SEO marketing
Content supply chain
Emphasises near-term.
Builds a platform for
long term change.
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Don’t stand still.
Scaling content - brand taxonomy
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Jason Ryan COO
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-Leadership -Operations
-Content systems
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‘Unglamorous but essential’
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Content at scale
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Produce & archive
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Produce, curate, aggregate
& link
print publishing
model
digital publishing
model
campaign mindset
always-on mindset
Content does not expire it provides incremental
value
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Taxonomy !The practice and science of classification. !Originally taxonomy referred only to the classifying of organisms (taxa). !More generally, it refers to a classification of things or concepts, and the principles underlying such a classification.
popchartlab.com
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Ontology !Part of the branch of philosophy known as metaphysics, ontology is the study of the nature of being, existence, and reality. !In particular it deals with concept categorisation and relationships. !Ontology is concerned with what entities exist and how they can be grouped, related and subdivided according to their similarities and differences.
emiliosanfilippo.it
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BBC Vote 2014
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BBC Vote 2014
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“Find me all stories with analysis from ...” “Find me the share price history of...” “Find me other members of this party...”
“Find me all the stories with quotes from...” “Find me all the stories involving...” “Find me all programmes featuring...”
With linked data, tags provide meaningful concepts to the audience and journalists !We can ask more intelligent questions of our content !We can make more meaningful links
BBC Vote 2014
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- BBC working on their ontologies for years. The work is never finished.
- The approach is ‘minimum viable ontology’ - completed the first version quickly and iterate for future elections.
- Semantic tagging is based on use cases and user stories: this provides context and helps users find what they are looking for.
The BBC approach
New York Times
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- “We need to think more about resurfacing evergreen content, organising and packaging our work in more useful ways and pushing relevant content to readers. And to power these efforts, we should invest more in the unglamorous but essential work of tagging and structuring data.”
- “Without better tagging, we are hamstrung in our ability to allow readers to follow developing stories.”
- “Just adding structured data ... immediately increased traffic to our recipes from search engines by 52 percent.”
A taxonomy is a strategic brand asset that
delivers business and customer
value
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A taxonomy is a foundation for all digital
initiatives and developments
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Integration
Trends in content strategy
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Lauren Pope Digital Consultant
Now
Expanding content toolkits
- Increasing number of bespoke tools available.
- Companies growing and attracting investment.
- Tools for writing e.g. Beegit, Draft, Penflip, StackEdit, Write Monkey.
- Tools to manage content processes e.g. GatherContent, NewsCred, Divvy, Spredfast.
©Neil T
Analysing content processes
- Looking at the effectiveness of content processes.
- Calculating the real cost of creating content, end-to-end.
- Streamlining processes, and focusing on work that creates the biggest impact.
Measuring attention
- More sophisticated measurement of content.
- Attention and ROI are the measures that matter, not likes, shares and views.
©Upworthy
“We've found effectively no correlation between social shares and people actually reading.”Tony Haile, Chartbeat, http://bit.ly/1nAjp3v
Measuring attention
- More sophisticated measurement of content.
- Attention and ROI are the measures that matter, not likes, shares and views.
©Upworthy
Near
Content shock: where content meets economics
- Every minute 347 WordPress blog posts are published, 48 hours of YouTube videos are uploaded and 571 websites are launched.
- With more brands creating more producing content, it’s getting harder to secure the attention of your audience.
- To avoid content shock, brands need to create content that cuts through the noise, in a more cost-efficient way than their competitors. © pasukaru76
“We’re a business, and if this wasn’t successful we would pull the plug. That we’re expanding this program as fast as possible should tell you something.”
Ashley Brown, Coca-Cola, on Coca-Cola Journey, http://bit.ly/1hDyYut
Content for customer experience
- A content strategy that doesn’t try to emulate a publisher, but remembers what the brand is for, and what its customers want from it.
- Content that pulls rather than pushes.
Enjoyable
Easy
Meets needs
Source: Forrester
Chief Content Officers
- Chief Content Officers have been hired at Time Inc, The Telegraph, Petco, Netflix, Bloomberg, Coca-Cola.
- Oversees all content activities, in all parts of the org, across all platforms.
© CMI
COPE
- COPE has been the ‘next big thing’ since 2009, but may become mainstream soon, thanks to mobile.
- It aims to:
- separate content from display;
- ensure content modularity;
- make content portable.
Create
Once
Publish
Everywhere
Far
The Internet of Things
- 100 'things' are coming online every second. By 2020, there will be 30bn connected devices, most not PCs, smartphones, tablets (Gartner, November 2013)
- Providing content for the IoT will involve overcoming challenges around personalisation, automation, publishing etc.
©GrantSewell
Questions?brilliantnoise.com @amayfield @jasonryan @la_pope @brilliantnoise [email protected]
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