context as content strategy
Post on 08-Mar-2016
232 Views
Preview:
DESCRIPTION
TRANSCRIPT
Context As A Content Strategy
Creating More Meaningful Web Experiences Through Contextual FilteringInternet User Experience 2010 - 07.26.10
A Few Disclaimers:
1. I am not a neuroscientist by trade, but I enjoy trying like hell to be one in my spare time.
2. I am constantly questioning the various definitions that have been provided for content strategy
3. This is a high level version of a much deeper conversation that needs to be explored. I NEED your help to start it.
4. We’re all from different backgrounds and smarter than one another in many areas. I attempted to be cognizant of that fact in this presentation.
So, you may have heard that content strategy is the next big thing.
You may have also heard that ...
“Content is King.
- Just About Every Content Strategist or Content Marketer You’ll Meet”
I disagree.
“ Content is something we connect to emotionally, converse about or learn from ... but content without context is useless.
”
Content strategy and information architecture are more than a means to achieve ‘findability.’
“We owe visitors and our site owners more than content, we owe them context
”
Content Strategy In 13 Slides
Content Strategy Plans For:
Governance• Guide (Tags /Meta Data / Best Practices / SEO) • Measure (Success Metrics / Refining Measures)• Maintain (Refresh Schedule / Removal Criteria)
Delivery• Push (Where Does It Get Placed?)• Pull (What Information Do We Bring In?)• Exchange (What Partnerships Do We Leverage?)
Creation• Source (Where Does It Come From?)• Execute (Production Method / Medium / Tone)• Approval (Editing / Review)
Content strategists combine consumer insights and product strategy to yield messaging matrices. These matrices aid in the oversight of new content creation and provide key insights into the governance of all content living in the digital space.
Consumer
Insights
Soc. Media
Insight
Analytics/
SEO
Product
Strategy
Content Strategy
Planning Sourcing GovernanceCreation
Content Strategy and Planning
Content strategy will help answer:• What messages should be communicated?• What medium supports the message?• What tone of voice should be used?• How long will it take to produce the content?• When should content be published?• What kinds of content need to be created?
Planning }Helps to define:• Information• Ownership• Support
Sourcing
Content Strategy and Sourcing
Content strategy will help answer:• Where is our content? (Content Inventories)• What content is missing? (Gap Analysis) • What content from our inventory exists to fill the gaps?• How will the new content be sourced? Is it:
- Original- Co-Created- Curated- Third Party
} Helps to define:• What we have• Where the gaps are
Creation
Content Strategy and Creation
Content strategy will help answer:• What best practices and templates can be created to aid writers and content creators?• Who assists in final editing and serves as quality control?• What does the writer, editor or project management need to create content that adheres to product strategy and consumer insight to deliver against agreed upon metrics?
} Helps to define:• Who should produce• What do they need to be successful
Governance
Content Strategy and Governance
Content strategy will help answer:• When do we need to review, adjust or delete content? • What metrics do we need to determine if our content is successful?• Can content perform better in a different channel/medium based on current performance?
} Helps to define:• Guidelines for content management• Creation or adjustment of metrics
Deliverables?
Content Audits
Heuristic Reviews
Messaging Strategies
Content Strategy Roadmaps
User Personas
Personal ProfileMelanie is a hardworking, 31-year-old mother of one.
She has never owned a 'new' vehicle and is in market to purchase or lease. She prides herself on balancing home, work and a busy personal life.
She is a heavy user of social networking and social sharing Web sites.
In her quest for a new vehicle she has utilized a variety of review and research sites in addition to discussing her decision with a variety of friends and family members.
Melanie Taylor - Potential Malibu Buyer
Background• 31-year-old female• Yoga three times per week• Works as a radiology tech at her local hospital• Married for 5 years• Thinking about expanding her family in the next three years
Attributes• Middle Class • White• Generation Y• Influenced by peers and online reviews• iPod and Smartphone user• Spends time in social media (blogs, Facebook, Yelp!)
"I want a safe, reliable, family friendly vehicle that reflects my
personal style."
Melanie's Needs• Information about safety and engineering features • Photos and video that highlight vehicle's styling• Guidance and education• Nameplate validation from peers or others• Ability to gather and share information easily
!"#$%&%'()#*+&(
,-.*"/(
0#'()"#&1(
2*'%-3!-4#5(
From Asset Bank • Running Footage• DVPOD• Chevy.com Galleries• Targeted Print• BYO/Matte Art• Catalog Images• Tours• 'Other' Images
Publishing Plans / Governance Models
PUBLISHER
(CLIENT)
CREATIVE
DIRECTOR
(CE DIGITAL)
SOCIAL MEDIA
MODERATOR
(CE-SOCIAL)
WRITER
(WS)
EXECUTIVE
EDITOR
(WS)
EXPERIENCE
DESIGNER
(SHERMAN)
WRITER
(WS)
SITE
STRATEGY
(CE SITE)
PublisherThe Publisher (Chevy/GM Executive client) serves as Group director for governing the production of all content. This role has final say over what content is used where and serves as keeper of editorial voice, style and tone. Serves as chief report for all creation, management and experience planning leads.
StrategyResponsible for developing best practices for content production, managing nameplate specific personas and providing editorial direction to Experience Planning Teams. Also serves as a review layer to ensure content produced is on strategy and ready for governance.
Experience PlanningResponsible for the planning, design, creation, editing and implementation of social content. Collaborates with Strategy and Publishing Executive to adhere to agreed upon content strategy plan and messaging matrix. Provides raw assets to Content Management team for ingestion into a Content Management System.
Chevy Social Publishing Process
And Lots More ...
Aveo
Chevy Content Plan - as of 2/5/10
MalibuCorvetteCamaro Cobalt/Cruze Impala
• Owner Testimonal
• What went into the
Camaro Spring Edition
SEMA Camaro and
Tech Specs.
•!C6.R To Debut on
iRacing System (w/
photos from Corvette
Quarterly)
• ZR1 Technical Story
from Corvette Quarterly
(w/photos)
!•.Owner Testimonal
• Interview with Aveo
Forums influencer
(http://
chevroletforum.com/
forum/
forumdisplay.php?f=11)
Stories Stories Stories Stories Stories Stories
Photos Photos Photos Photos Photos Photos
•!Interview with Jonell
Smith, owner of
Cobaltss.net about
expectations for Cruze
• Interview with GM
Performance Division
about the Cruze Design
•!Interview with Cargo
Experts on usable space
for Malibu, Equinox and
Traverse.
• Safety testimonial from
OnStar/Malibu owner.
•!Ask users to submit
photos of their
customized Chevy
Malibus.
•!GM Design Conceptual
Drawings Gallery
• Cruze around the world
gallery including WTCC
car.
•!How To: Install a car
seat in a Malibu
• Road Stories: Interview
with Malibu owners.
• Competitive owners test
drive Malibu and provide
background on Chevy
perception and vehicle.
• Google/YouTube
annotated videos (Photo
Hunt Style)
•!Tour of thoughtful
functionality (i.e. cell
phone space, sunglasses
holder in grab bar)
• Design videos of Cruze
durability testing and
quality testing from
around the world.
• Competitive owner's
first look at Cruze and
their vehicle and their
reaction.
Video Video VideoVideo
• User submitted
photos of their modified
Aveos.
• Gallery of Aveo RS
show car
• Interview with GM
Design about the
design of the Aveo
Extreme Concept
Vehicle
• How to Pack Your
Dorm room into an
Aveo
•!Gallery of C7
Conceptual drawings
• Gallery of the history of
Corvette
•!ZR1 Testing at
Nurburgring
• Video of performance
testing of Corvette Grand
Sport at Milford Proving
Grounds.
• Performance Features
series (Which
accessories, tweaks and
features boost
performance and why)
•!Gallery of the evolution
of the Camaro.
• User submitted photos
of their modified
Camaros.
• Interview with GM
Design Team about
Rabid Fan Response to
initial vehicle success.
• Competition Vs.
Camaro comparison
video.
Video
•!Interview with GM
Design about next
generation Impala
• History of the Impala
and its influence on
automotive design
•!Gallery of user
modified Impalas and
gallery of race-reay
Impalas from NASCAR
Video
•!How To: Install a car
seat in a Impala
• Road Stories:
Interview with Impala
owners..
• Look at Impala design
from past to modern
day, with GM Design
But Where Hell Is The Context!?
People and search engines do not consume content in the same way ...
=
Search engines consume via tags, data, code, etc.
Conversely, our brains are affected by everything — from the amount of sleep we
get to the temperature in the room.
FACT: These strange creatures think and learn differently.
Thinking and learning differs by device.
And just having content, or a content strategy isn’t going to necessarily get our message across.
WHERE IS THE CONTEXT?!
Context Starts Here
Personal ProfileMelanie is a hardworking, 31-year-old mother of one.
She has never owned a 'new' vehicle and is in market to purchase or lease. She prides herself on balancing home, work and a busy personal life.
She is a heavy user of social networking and social sharing Web sites.
In her quest for a new vehicle she has utilized a variety of review and research sites in addition to discussing her decision with a variety of friends and family members.
Melanie Taylor - Potential Malibu Buyer
Background• 31-year-old female• Yoga three times per week• Works as a radiology tech at her local hospital• Married for 5 years• Thinking about expanding her family in the next three years
Attributes• Middle Class • White• Generation Y• Influenced by peers and online reviews• iPod and Smartphone user• Spends time in social media (blogs, Facebook, Yelp!)
"I want a safe, reliable, family friendly vehicle that reflects my
personal style."
Melanie's Needs• Information about safety and engineering features • Photos and video that highlight vehicle's styling• Guidance and education• Nameplate validation from peers or others• Ability to gather and share information easily
!"#$%&%'()#*+&(
,-.*"/(
0#'()"#&1(
2*'%-3!-4#5(
From Asset Bank • Running Footage• DVPOD• Chevy.com Galleries• Targeted Print• BYO/Matte Art• Catalog Images• Tours• 'Other' Images
And Continues Here
Content Strategy Is Merely Creating Segments
We Owe Our Users More
Emotional
Cognitive
Physical
DOINGenvironmental factors,
physical activity,habits, disabilities,
preferences, sensory stimuli
LEARNINGcognitive assumptions,
learning ability, education
FEELINGpsychological state, stress
level, desires, wants, needs
Personal-Behavioral Context
The "NEW" Persona
Situation
Need
NeedNeed
TaskTask
Task
Task
Task
Task
Task
Task
Personal-Situational Context
Scenario Requiring Content
Emotional
Cognitive
Physical
Situation
Need
NeedNeed
TaskTask
Task
Task
Task
Task
Task
Task
Situational/Behavioral Context
CONTEXTUAL CONTENT STRATEGY
What Factors Should We Focus On?
Content Planning For Physical Factors
• Segmentation Potential (Age, Need vs. Task, etc.)
• Disability
• Device Type (mobile, laptop, tablet, outdoor, etc.)
• Gender
• Geolocation
• Time
• And Many, Many More
Content Planning For Emotional Factors
• Marital Status
• Personalization Tools
• Recommendations
• User Feedback
• Utilization of social and contextual networking data
Content Planning For Learning Factors
• Familiarity With Content
• Education Attained
• Learning Disabilities
• Reading Level
So What Does This All Mean?
The Era Of Sameness Is Over
• Traditional SEO will suffer
• Context based networks will rise
• Media opportunities will multiply based on behavioral and situational needs
• Increasingly scientific data will become more important to designers and marketers
• Our jobs get harder but more fun
How We Learn Becomes A HUGE Factor
• Different content can be served to target different brain areas
• Targeting the brain’s learning centers provides for relevant contextual connections
• Content will vary based on sociological, age and emotional factors
How We Learn Visually
How We Create Meaning: #1 Primary Visual Cortex
Sight / Visual based center of learningActivates and delivers information to the Ventral Stream, Dorsal Stream and Cerebral Cortex to create meaning and context.
How We Create Meaning: #2 Ventral Stream
The Recognition CenterThe Ventral Stream (left side, Temporal Lobe) figures out what something is visually, like an Apple, or a Computer, etc. It connects images and ideas to words and language.
How We Create Meaning: #3 Dorsal Stream
The Locator (Physical Space)The Dorsal Stream (Top and rear, Parietal Lobe) figures out what something is spatially. This part of the brain is crucial in mental mapping.
How We Create Meaning: #4 Limbic System
Center for Emotional Reaction (Feeling)The Limbic System (Inside the Cortical areas) processes emotions and controls our body’s endocrine and automatic nervous systems.
Anyone Starting To Feel Like This?
State?
Shape?
Color?
Size? Location?
Where?
What?
When?
Who?
Visual Data In
Mental Map
Leveraging The Mental Map
Getting To This Won’t Be Easy
But We Can Start With Basics
• Content Filtering Via CMS
• Creating new taxonomies to organize related items and think beyond the link
• Develop content for the consumer need not for the marketing need
• Begin looking at Personas from a behavioral and situational standpoint to plan content
• Think about device in content planning
And Maybe Soon We Can Be Here
Functional MRI With Functional MRI we can record brain stimulation and reaction while a person is totally awake, learning how our designs, web sites and content affect individual operations in the brain.
So in reality ...
“CONTEXT is the true King. It’s simply powered by content.
”
QUESTIONS?
e: daniel.eizans@c-e.come: daniel.eizans@gmail.comw: danieleizans.comt: @danieleizansslideshare: http://www.slideshare.net/danieleizans
Thanks.
Photo Sources:
(Slide 26) Woman on Laptop - photographer: Ed Yourdon (Slide 28) Sleeping Woman - photographer: Subtle Mistakes (Slide 29) Man Thinking - photographer: Panther1619 (Slide 29) Woman Thinking - photographer: Vishiro (Slide 30) Pair of cell phone users - photographer: ebjSP(Slide 30) Man on Laptop - photographer: Ed Yourdon(Slide 30) Man on iPad - Apple PR (Slides 36-38) Personal Behavioral Context and Situational Context Graphics: Modified from original concept created by Andrew Hinton (Slide 45) Brain Chart - Courtesy, Society for Neuroscience ‘Brain Facts’ (Slides 47-49) Brain Diagram - WikiCommons(Slide 50) Limbic System Diagram - How Stuff Works
Note: All Photos Used were used with permission via a Creative Commons License or with expressed written permission of owner.
top related