connecting content strategy with intelligent content - intelligent content conference 2015

@melissabreker #intelcontent

Mel i s sa Breker , Co- founder , Conten t S t ra t egy Inc

Our home

The original kitchen

Spice Drawer by Mike Chaput, CC BY-NC-SA 2.0

https://www.flickr.com/photos/427/464405344/in/photolist-H3cwG-2vd9g4-dni8Du-r6hcsY-59Jh7h-8gGCk2-aqoKbE-9jLZsm-4bqLX8-2Kvxbg-8EbrpB-bkZVVZ-cKkRv-6Z6ixj-aKcFhB-39Hgyf-N6BPL-9B6qBP-Pjqky-8kpri1-983cu4-8EbrKz-8bbM2u-7Dbswi-chLSbm-7AKras-6MDAW7-6Z6is1-a734kz-7hXsx9-5Ep1rV-5Yvrzm-paWSSB-aDehH9-6tzfXJ-HTJ2e-dPZ1QG-52GBhD-7EhbnZ-eG8Vza-64PuvS-gkasBm-6cQR39-briKBw-62GZsv-deewUs-4rFYsY-5DDRMv-7SxPP6-7SxPkp

https://www.flickr.com/photos/427/

https://creativecommons.org/licenses/by-nc-sa/2.0/

Content Confessions

@melissabreker • #intelcontent

Confession … by Fan D, ©Fan.D Photography

https://www.flickr.com/photos/fand_photography/16448106161/in/photolist-r4sQVg-Wxzgj-8je3JK-k1Hf2-fkzYQo-6YfR2w-4wRBfC-YUNm-3epKgn-J94b3-985WWW-5SaGD-6Tgy6Y-7dCX7q-2GkKLo-aukJYy-2vkbc-KTuDG-8EaM7g-bJfpBV-4YusUV-kytpLV-5rmUjp-99RvAT-5tK2zD-35LQRG-6qvYYR-5tJSTc-fypb2b-7AJeAh-5ZP8X8-5ZP9KV-5ojEFU-aeJ8Zh-7yUHJK-bjdjM-5ZTkbb-5a6SuT-oqFDEX-5icYcf-5ZP9nk-8xjWmS-5ZPayz-5ZPaaZ-5ZTm3s-5ZTkBA-5ZP7sa-5ZTju5-dusxQd-q1UgWW

https://www.flickr.com/photos/fand_photography/

Enterprise Search and Findability Report 2014, Findwise

http://www2.findwise.com/l/18382/2014-09-08/d816p/18382/90462/Enterprise_Search_and_Findability_Survey_2014.pdf

Green Eggs by normanack, CC BY-NC-SA 2.0

https://www.flickr.com/photos/29278394@N00/11141122374/in/photolist-hYvawN-8tLmS-9GDEZu-4zGsuV-pzEZgh-krow7S-oNGSd2-9GDEZL-brkHJa-3pGuSb-3fbGKc-gqxUhn-5UckPc-8amHrj-wRxvC-84Rn3Q-6gWwry-ccQ5FW-dLu59Z-FQPN1-bw181S-6qvumf-oFFkmE-2nE6s-hxPczw-5QLTK2-5FRUYK-9ouzS5-6GTv1q-9KkRHS-bJUTE2-qKMg2c-613MTs-6KGMzs-q5qVZY-mP4bpH-7LgGjE-nRQMk6-5SMzkY-7HBMUd-6CZp3k-8cKrmp-4A5yHC-FNhKe-84zcdL-CXmw2-4FmrJC-bUExxo-dCGnKb-ebtuMk

https://www.flickr.com/photos/29278394@N00/

Reduce Reuse Recycle by Steve Snodgrass, CC BY-NC-SA 2.0

https://www.flickr.com/photos/stevensnodgrass/5548193945/in/photolist-dRst2P-fJ6eN-7JCyw7-6bgYtQ-9sgWLi-8jtVX8-5Lg61Z-4tUfd-7MEUb6-a1Ajhs-5c3A6P-6nYP5D-3f3tFM-4RqXzs-oi5mEe-oggdBQ-5gTCkm-9sMPU5-63RjTV-7acgFB-b18yGc-7btp13-3j2Vxy-9MvFRX-dMJ4wL-9TBZck-5vUaXH-3j2ZdU-79jQTd-6tnApQ-7b1WLs-7MJTt7-6b6jht-8v2jmv-2H5syK-794tXJ-8wKJWA-neu1Du-aPQpA-8KrLYL-8KoKnn-8kM6T1-AsAzk-6dJjuX-8hz5dG-cckgc-5kgGLp-79r6bo-8Dr6VC-6j6xx4

https://www.flickr.com/photos/stevensnodgrass/

We don’t know what’s working

"Lake View" by Chad Cooper, CC BY 2.0

https://www.flickr.com/photos/chadcooperphotos/8891141288/

https://www.flickr.com/photos/chadcooperphotos/

http://creativecommons.org/licenses/by/2.0/

4:48 psychosis by madamepsychosis, CC BY-NC-SA 2.0

https://www.flickr.com/photos/belljar/73144013/in/photolist-7sTaF-a5Pyi5-8Fv8AX-2EG4MM-6KD2kf-bqUb44-fxXYgs-4xjwYu-nwWWZM-SXwS-aBATmy-yKs8P-kzHxvi-NPH1z-c1Y7C9-7r4JNK-33dDAt-92jPLM-49BqQR-5Z5fJW-8c4xYQ-37VQpV-aa5vds-55KdB3-6wjw3N-aa2G1t-kzKCMf-6wfnGv-6wjwBG-6muoDo-eaQAqs-6wjwSm-6uTeBU-6uNSd2-6uSHc5-c4eZ1N-85Q5r6-85Q1Lr-85T8L3-85T5Gb-85PRbn-85PMxF-3rxwqT-6v4hdu-5Ettka-xdfU-8jczYz-2iSKXS-6BQEGr-B2eyV

https://www.flickr.com/photos/belljar/

The next wave

Pacific Ocean Crashing Waves - Big Sur Coast by Clint Losee, CC BY-NC-SA 2.0

https://www.flickr.com/photos/closee/8758746649/in/photolist-ekYSeg-qpPMXZ-dHnz3k-9KDLEv-asmebK-ccQrNS-fZCzF4-G6tzb-9ZcQwL-9jSMWk-94kaC3-ECLHM-r7hiTU-qYccN4-9mZuNi-bJ2ri8-meJifz-fGaE8u-9iQcZc-j3fYAs-qgz7JY-hcrQde-65qRqD-dSsAfH-piT1gP-ey3u5y-kxfMaY-dZwrzA-fTx9Pf-aAkVy6-93YBXa-73vNGR-mp2Z2t-oqbJPw-dXeUP8-a6GPuS-9pbfqf-ceM4qN-adNzUn-iPmPfY-4SuBaD-7kvstU-51Yy4K-7bgoEe-aQ87Vg-cZqCJA-9kDXjv-dipVZK-m5gcX-ihNbc

https://www.flickr.com/photos/closee/

Augmented Reality by Keiichi Matsuda

http://keiichimatsuda.com/augmented.php

Convergence

Looking Up at Sugar Pine by Sacha Fernandez, CC BY-NC-SA 2.0

https://www.flickr.com/photos/sacharules/7636401878/in/photolist-cCNyem-7XBpps-6TJvD5-N8Bon-5tfSSE-8fEkbL-9UFZDv-3fhUSs-3fduXM-3fhPmb-9BpC9e-3fhKCL-56vV9k-56A8r5-7rbDaK-6MJrcW-3fdnaD-52Ddrj-56AC2C-9Zhw5y-3fi1q9-56wR8X-4PmceU-fMEVkc-6FhNhS-3fdsG6-ogeVPL-4aEKzQ-6WR6EZ-6C85e4-56w2Tt-56wRyk-56ALr3-56wDVX-oE24jU-oDXYd4-onK5Da-67Q8CZ-5CBG8k-5CBG56-5CFZ9b-5CFZ4A-5CBFUH-5CFYYb-5CFYVu-5CBFKx-5CFYNy-5C4NLr-5C97h7-5C97gh

https://www.flickr.com/photos/sacharules/

bon appetit! by sciondriver, CC BY-NC-SA 2.0

https://www.flickr.com/photos/minidriver/4860598805/in/photolist-8pvQFF-pTiMst-4UeK5t-8NR2QW-7yXyy9-9cEMh1-5WExMH-e12Fto-jG8mXg-3f8Udp-fYFKCE-wGrxN-btUJri-5C5CTU-jJhpoQ-4x2EH9-bY56SN-7A5Ajo-5aXQpX-iEL7J-gzYLY-mbGQC-bUhUw4-7y8VAN-aTenv-poregp-F8XmG-4iNHRf-iERVQ-aGzSjX-bFaykv-3dSDnD-x3wNN-81J4XE-eX6uS-98nTom-9a1UqM-7LhTNm-9gNXnN-2zoz66-5g9xwA-hRtorT-7MTgMo-dShef3-bFayU4-dQEREi-j7N63P-6iY3RG-6ALpJV-9q8SPy

https://www.flickr.com/photos/minidriver/

Chopped by Food Network

http://www.foodnetwork.com/shows/chopped/photos/top-moments-of-chopped-after-hours-ambitious-amateurs.html

1 Customer journeys

One Step at a Time by View On Black, CC BY-NC-SA 2.0

http://bighugelabs.com/onblack.php?id=3932312141&size=large

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

http://www.youtube.com/watch?v=vHh0r-1L9eI

https://www.flickr.com/photos/make_it_up/

.

Mapping the Journey Experience Beyond the Screen by Adaptive Path, CC BY-NC 3.0

http://www.slideshare.net/jaminhegeman/mapping-the-journey-experience-beyond-the-screen

http://www.adaptivepath.com/

http://creativecommons.org/licenses/by-nc/3.0/

CONTENT JOURNEY MAPSWhat content…

Experiences?

Topics?

Types & formats?

Messages?

Triggers?

Distribution channels?

Build the content mix

Persona Buying Stage Format ChannelKate Awareness Video Social

Andrew Interest Text Websites

Sheila Evaluation Podcast Email

Commitment Infographic Print

Referral Images In-person

Presentation In-store kiosk

Tools & Calculator Mobile app

CONTENT MIX MATRIX

2 Content models

Source: http://alistapart.com/article/strategic-content-management

http://alistapart.com/article/strategic-content-management

@karenmcgrane

Content Strategy 2015: Marketing, Mobile, and the Enterprise – Kristina Halvorson

http://www.slideshare.net/MIMApresentations/mimaslideshare-email150122093029conversiongate02

Multi-Purpose by Food Network

http://www.foodnetwork.com/how-to/packages/help-around-the-kitchen/multipurpose-kitchen-supplies.html

3 Content testing

Love tastes sweet by Carolina Ponce, CC BY-NC-SA 2.0

https://www.flickr.com/photos/carolinandrea_pg/4242190269/in/photolist-7sSknx-4HPnqL-ao7XpH-6n5946-ovhwtz-hg32B-49p2T5-nMdENb-oZGZW8-5Uyimo-2bVsnF-5uGgyS-5uT1Ev-3PiLn-4FQ9vv-auqf1u-8sTW3F-ctR8sS-ggsiUG-4MzKC9-9wTuuR-4GNj7N-ofsoFf-7SpQEv-4GJCa6-oZFbJ1-eD6d3d-aruoP2-aruoKV-8sYBYt-dNsPHv-56VP5B-89tAsN-aF1bHQ-jJSdnH-eJun5z-ge57Vn-eBYNgB-gNMa5b-7hG7BY-aj4tmH-5EFAQq-aoaK45-aF1bzU-aEWpe2-kAHRV6-gNMiqF-3xNuEV-8NhLTL-dxU9XN

https://www.flickr.com/photos/carolinandrea_pg/

Heuristic Evaluation

How can you apply these to content?

Content Scorecard

Integrate content evaluation into regular content and user research processes.

Why?

Uncover content strengths and weaknesses.

How to get started with content scorecards

Identify 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 content

Use the right ingredients

Our home

Things to do on Monday

knives forks and spoons by Liz Jones, CC BY-NC-SA 2.0

https://www.flickr.com/photos/lizjones/422952959/in/photolist-DnKbp-2isc-aN35tP-bqoAPP-r9yDGk-bp15Kf-9rMQs7-5R12E7-6m2Kqn-9CJ3XW-mgywDX-4hiy-6hn1fM-6nSpmG-57YbBe-4Ft3QX-4nm1ZR-9kPEEJ-7bjTQX-4sYKMe-nFQ9P-8zo3vF-Zstpc-fNKiYa-6BzWAN-6njqAc-7VXBD4-bnJHeR-8jKETM-7gEisH-fHsyGx-98eNjx-dN4dAe-6drzq7-9dmhYF-2VFkrh-aaTJQ4-5hVpHq-9hABto-5pe3wM-7VXAyv-7AGi1t-7cq8DL-7FaL8d-6tg2Zb-c82iZf-7grFEn-7jKZkR-bypEkT-874PdG

https://www.flickr.com/photos/lizjones/

connecting content strategy with intelligent content - intelligent content conference 2015

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