connecting content strategy with intelligent content - intelligent content conference 2015
TRANSCRIPT
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Mel i s sa Breker , Co- founder , Conten t S t ra t egy Inc
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Our home
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The original kitchen
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Spice Drawer by Mike Chaput, CC BY-NC-SA 2.0
Content Confessions
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Confession … by Fan D, ©Fan.D Photography
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Enterprise Search and Findability Report 2014, Findwise
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Green Eggs by normanack, CC BY-NC-SA 2.0
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Reduce Reuse Recycle by Steve Snodgrass, CC BY-NC-SA 2.0
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We don’t know what’s working
"Lake View" by Chad Cooper, CC BY 2.0
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4:48 psychosis by madamepsychosis, CC BY-NC-SA 2.0
The next wave
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Pacific Ocean Crashing Waves - Big Sur Coast by Clint Losee, CC BY-NC-SA 2.0
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Augmented Reality by Keiichi Matsuda
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Convergence
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Looking 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 2.0
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Chopped by Food Network
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1 Customer journeys
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One 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 3.0
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CONTENT JOURNEY MAPSWhat content…
Experiences?
Topics?
Types & formats?
Messages?
Triggers?
Distribution channels?
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© Brain Traffic 2013
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Build the content mix
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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
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2 Content models
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Source: http://alistapart.com/article/strategic-content-management
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@karenmcgrane
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@karenmcgrane
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Content Strategy 2015: Marketing, Mobile, and the Enterprise – Kristina Halvorson
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Multi-Purpose by Food Network
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3 Content testing
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Love tastes sweet by Carolina Ponce, CC BY-NC-SA 2.0
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Heuristic Evaluation
How can you apply these to content?
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Content Scorecard
Integrate content evaluation into regular content and user research processes.
Why?
Uncover content strengths and weaknesses.
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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
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Use the right ingredients
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@melissabreker • #intelcontent
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Our home
Things to do on Monday
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knives forks and spoons by Liz Jones, CC BY-NC-SA 2.0
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