chicken or egg? solving the strategy vs. structure dilemma
TRANSCRIPT
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But the reality is that our content is more like scrambled eggs
Scrambled eggs image: © Jules / CC BY 2.0
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Make an inventory of the existing structure
Name Description WorkflowDemo What it is? Who creates it?
How does it get published?OverviewFeaturesRedbooksRoadmapVideo[…]
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Inventory
Purpose
Image: Chicken egg © Hohum / CC BY-SA 3.0Image: Chicken @GourmetSleuth / CC BY-SA 3.0
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Question the business value of the existing content structure
Value proposition: what is your business goal? Why is this content here in the first place?
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Question the purpose of the existing content structure
Value proposition: what is your business goal?Purpose: what emotions do you want users to feel?
Engage Inspire Persuade Educate Support
Engaged Inspired EmpoweredConfident Thankful
Inventory + Purpose = Content model
Purpose
Content type nameValue propositionDelivery formatsStructure
Purpose
Content type nameValue propositionDelivery formatsStructure
Purpose
Content type nameValue propositionDelivery formatsStructure
Purpose
Content type nameValue propositionDelivery formatsStructure
Purpose
Content type nameValue propositionDelivery formatsStructure
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A content model structures how you retrieve and design content
Taxonomy (in systems metadata)Voice and tone guidelinesTemplates (in authoring tools)
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Inventory
Purpose
Content model
Journey
TaxonomyVoice & toneTemplates
Image: Chicken egg © Hohum / CC BY-SA 3.0Image: Chicken @GourmetSleuth / CC BY-SA 3.0
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DOINGSearch for energy efficiency services.
Look at case studies on the website.
Contact the service provider by mail.
Follow guidelines to plan implementation.
Ask for help when there are problems.
THINKINGThere are so many providers out there, and none seems to stand out.
Wow, they have done exactly what I need with previous clients.
I can only see the headquarters’ address here.
With these resources I have just what I need.
They’re always so helpful.
FEELING
Describe their experience as a journey
Discover Compare Acquire Use Advocate
Photo © Jaypatel143 / CC BY-SA 4.0
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DOINGSearch for energy efficiency services.
Look at case studies on the website.
Contact the service provider by mail.
Follow guidelines to plan implementation.
Ask for help when there are problems.
THINKINGThere are so many providers out there, and none seems to stand out.
Wow, they have done exactly what I need with their clients.
I can only see the headquarters’ address here.
With these resources I have just what I need.
They’re always so helpful.
FEELING
CHANNELS Search Website Email Community Hotline
CONTENT
Factor channels and content types into the user journey
Discover Compare Acquire Use Advocate
Engage
Intro
Inspire
Engage
Successstory
Client referenc
e
Persuade
Contactform
Educate
Guideline
Support
Support
Forum entry
FAQ
Photo © Jaypatel143 / CC BY-SA 4.0
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Identify content metrics based on purpose and channel
Engage
• Shares• Likes• Traffic
Inspire
• Comments• Exit rates
Persuade
• Traffic• Chat
Educate
• Traffic• Ratings
Support
• Contribution to resolution
• Ratings
Discover Compare Acquire Use Advocate
Engage
• Shares• Likes• Traffic
Inspire
• Comments• Exit rates
Persuade
• Traffic• Chat
Educate
• Traffic• Ratings
Support
• Contribution to resolution
• Ratings
Inquiries Sentiment Sales SystemUsabilityScale
NetPromoterScore
Content model + Journey metrics = Performance model
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A performance model structures how you measure success
Image: Dashboard 1 © Infostep / CC BY-SA 4.0
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Inventory
Purpose
Content model
Journey
Performance model
KPI dashboardsTaxonomyVoice & toneTemplates
Requirements
Image: Chicken egg © Hohum / CC BY-SA 3.0Image: Chicken @GourmetSleuth / CC BY-SA 3.0
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Performance model + Requirements = Delivery model
Content type
Channel
Contact Workflow Resources
Success story Social media
Joe from Marketing
Editor’s review + approval
Voice and tone + KPIs
Client reference
Website Harry from Sales Editor’s review + approval
KPIs
Forum entry Community
Sally from Product
No review KPIs
FAQ Website Niki from Support SME review Voice and tone + KPIs
[…]
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A delivery model structures how you manage projects
Fix this FAQRemove this client referenceCreate this forum entryUpdate this guideline…
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Models link strategy and structure
Inventory
Purpose
Content model
Journey
Performance model
KPI dashboardsTaxonomyVoice & toneTemplates
New contentRemovalsUpdates
Delivery model
Requirements
Image: Chicken egg © Hohum / CC BY-SA 3.0Image: Chicken @GourmetSleuth / CC BY-SA 3.0