3es Colleen Jones, @leenjones

The   of Scaling Your Content Strategy e

A SNEAK PEEK with CONTENT STRATEGY…

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Scaling Your Content Strategy

ngineering e

WHAT IS CONTENT ENGINEERING?

It’s planning the technology to deliver the right content.

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CONTENT

PEOPLE

TIME

DEVICE

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ENGINEERING PERSONALIZATION

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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

Scaling Your Content Strategy

ngineering e valuation

WHAT IS CONTENT EVALUATION? It’s a constant, ongoing assessment of whether your content is working and why.

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GREAT EXPECTATIONS FOR CONTENT

•  11% of mobile users entered through photo pages.

•  60% of users bounced.

WHY?

WHAT’S WRONG WITH THIS CONTENT?

WHAT’S YOUR BIGGEST FRUSTRATION WITH

EVALUATING CONTENT?

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FIND TOOLS TO AUTOMATE COLLECTING + REPORTING DATA

Tool Gap Assessment

! contentwrx.com/content-evaluation

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www.qlik.com/us/explore/products/qlikview/free-download

DASHBOARD TOOLS

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EVALUATION TOOLS contentwrx.com

Scaling Your Content Strategy

e ngineering valuation mpowerment

WHAT IS CONTENT EMPOWERMENT? It’s establishing the right content team(s) and enabling them to make good content decisions.

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JONAH!

VEEP

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AN EMPOWERED CONTENT TEAM

CHECKLIST

!

Department Silos

Discipline Silos

Product Feature

Silos

Channel Silos

Content coach BRIDGES SILOS to make progress

FRAGMENTED FILES

FUTURE NOW

THRIVING HUB

VISIONARY

RELATIONSHIP BUILDER

ASSERTIVE

Key Characteristics

SHOULD THE CONTENT COACH BE YOU?

Scaling Your Content Strategy

ngineering e valuation mpowerment

QUESTIONS?

Colleen Jones @leenjones

e xcellence