Connecting Content Strategy with Intelligent Content - Intelligent Content Conference 2015

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    16-Jul-2015

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PowerPoint Presentation

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Melissa Breker, Co-founder, Content Strategy Inc1

@melissabreker #intelcontentOur home

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@melissabreker #intelcontentThe original kitchen

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Spice Drawer by Mike Chaput, CC BY-NC-SA 2.04

Content Confessions@melissabreker #intelcontentConfession by Fan D, Fan.D Photography

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Enterprise Search and Findability Report 2014, Findwise8

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Green Eggs by normanack, CC BY-NC-SA 2.09

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Reduce Reuse Recycle by Steve Snodgrass, CC BY-NC-SA 2.010

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We dont know whats working"Lake View" by Chad Cooper, CC BY 2.0 11

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4:48 psychosis by madamepsychosis, CC BY-NC-SA 2.013

The next wave@melissabreker #intelcontentPacific Ocean Crashing Waves - Big Sur Coast by Clint Losee, CC BY-NC-SA 2.0

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Augmented Reality by Keiichi Matsuda 15

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Future of Tech by UPS Longitudes 16

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Convergence@melissabreker #intelcontentLooking Up at Sugar Pine by Sacha Fernandez, CC BY-NC-SA 2.0

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bon appetit! by sciondriver, CC BY-NC-SA 2.022

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Chopped by Food Network26

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1Customer journeys@melissabreker #intelcontentOne Step at a Time by View On Black, CC BY-NC-SA 2.0

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Lips BIte hard by Yxola, CC BY-NC-SA 2.0

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Mapping the Journey Experience Beyond the Screen by Adaptive Path, CC BY-NC 3.038

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CONTENT JOURNEY MAPSWhat contentExperiences?Topics?Types & formats?Messages?Triggers?Distribution channels?41

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Brain Traffic 2013

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@melissabreker #intelcontentBuild the content mix44

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@melissabreker #intelcontent46PersonaBuying StageFormatChannelKateAwarenessVideoSocialAndrewInterestTextWebsitesSheilaEvaluationPodcastEmailCommitment InfographicPrintReferralImagesIn-personPresentationIn-store kioskTools & CalculatorMobile appCONTENT MIX MATRIX

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2Content models@melissabreker #intelcontentSource: http://alistapart.com/article/strategic-content-managementThe types of content that you need, what properties they have and how they relate to each other based on specific goals to accomplish

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@melissabreker #intelcontentContent Strategy 2015: Marketing, Mobile, and the Enterprise Kristina Halvorson53

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Multi-Purpose by Food Network54

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3Content testing@melissabreker #intelcontentLove tastes sweet by Carolina Ponce, CC BY-NC-SA 2.0

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Heuristic EvaluationHow can you apply these to content?

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Content ScorecardIntegrate content evaluation into regular content and user research processes.

Why?

Uncover content strengths and weaknesses.61

@melissabreker #intelcontentHow to get started with content scorecardsIdentify 1 3 reviewers 3 is best to minimize subjectivity and better insights High level of content expertise, but low level of involvement

Set up scenarios to complete (no discussion between reviewers)

Compare and analyze the findings

Plan for integration for new or revised content62

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Use the right ingredients65

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@melissabreker #intelcontentOur home

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Things to do on Monday@melissabreker #intelcontentknives forks and spoons by Liz Jones, CC BY-NC-SA 2.0

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