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Contextually Relevant Content Strategy Slide 1 Contextually Relevant Content Strategy Slide 2 Contextually Relevant Content Strategy Slide 3 Contextually Relevant Content Strategy Slide 4 Contextually Relevant Content Strategy Slide 5 Contextually Relevant Content Strategy Slide 6 Contextually Relevant Content Strategy Slide 7 Contextually Relevant Content Strategy Slide 8 Contextually Relevant Content Strategy Slide 9 Contextually Relevant Content Strategy Slide 10 Contextually Relevant Content Strategy Slide 11 Contextually Relevant Content Strategy Slide 12 Contextually Relevant Content Strategy Slide 13 Contextually Relevant Content Strategy Slide 14 Contextually Relevant Content Strategy Slide 15 Contextually Relevant Content Strategy Slide 16 Contextually Relevant Content Strategy Slide 17 Contextually Relevant Content Strategy Slide 18 Contextually Relevant Content Strategy Slide 19 Contextually Relevant Content Strategy Slide 20 Contextually Relevant Content Strategy Slide 21 Contextually Relevant Content Strategy Slide 22 Contextually Relevant Content Strategy Slide 23 Contextually Relevant Content Strategy Slide 24 Contextually Relevant Content Strategy Slide 25 Contextually Relevant Content Strategy Slide 26 Contextually Relevant Content Strategy Slide 27 Contextually Relevant Content Strategy Slide 28 Contextually Relevant Content Strategy Slide 29 Contextually Relevant Content Strategy Slide 30 Contextually Relevant Content Strategy Slide 31 Contextually Relevant Content Strategy Slide 32 Contextually Relevant Content Strategy Slide 33 Contextually Relevant Content Strategy Slide 34 Contextually Relevant Content Strategy Slide 35 Contextually Relevant Content Strategy Slide 36 Contextually Relevant Content Strategy Slide 37 Contextually Relevant Content Strategy Slide 38 Contextually Relevant Content Strategy Slide 39 Contextually Relevant Content Strategy Slide 40 Contextually Relevant Content Strategy Slide 41 Contextually Relevant Content Strategy Slide 42 Contextually Relevant Content Strategy Slide 43 Contextually Relevant Content Strategy Slide 44 Contextually Relevant Content Strategy Slide 45 Contextually Relevant Content Strategy Slide 46 Contextually Relevant Content Strategy Slide 47 Contextually Relevant Content Strategy Slide 48 Contextually Relevant Content Strategy Slide 49 Contextually Relevant Content Strategy Slide 50
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Contextually Relevant Content Strategy

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Content without context is useless. Content works best when it accounts for user behaviours, situations and the world around them. But how can it do that?

This presentation discusses the methods of context analysis: Personal-Behavioural Context, Personal-Situational Context, and Ambient Factors, and examines how to implement this research, to create the basis for a context-rich content strategy.

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Contextually Relevant Content Strategy

  1. CONTEXTUALLY RELEVANT CONTENT STRATEGIES CONTENT STRATEGY FORUM 2011 - 6 SEPTEMBER 2011 | DANIEL EIZANS | @DANIELEIZANS @danieleizans
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  2. WHAT WE’LL COVER 1 WHY CONTEXT IS IMPORTANT 2 ELEMENTS OF CONTEXT ANALYSIS 3 CONTEXT MODELS FOR CONTENT PLANNING 4 MAKING CONTEXT ACTIONABLE @danieleizans
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  3. DANIEL EIZANS - MODERN MOBILE PERSONAL PROFILE / SCENARIO CONTEXT MODELS Dan is a married, 30-year-old digital Self-Directed strategist at a large advertising agency. Preferential Active individual that spends a great deal CONTENT NEEDS of time taking part in outdoor activitie Video such as climbing, hiking, camping, fishing Configurator/Customizers and team sports. Photography Performance Data/Demos • Currently owns a 2003 Honda CR-V that he will keep for camping and hauling. • Car enthusiast who dreams of a vehicle BACKGROUND that he can enjoy on a commute or on a Relies primarily on OEM websites, racetrack 5% 4% third party reviews and technology 5% sites and magazines when Models in consideration: Honda researching vehicles Crosstour, Ford Mustang, Ford Taurus 20% 50% SHO, BMW M3 and Subaru WRX STi Prefers to research and make initial contact with dealer through online methods and is guarded about what 16% “I want a car that I can information he shares enjoy on my commute Considers himself knowledgeable and on the track,” about vehicles and spends a lot of time in the research portion of shopping Digital Indirect Mobile Direct Print Social @danieleizans
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  4. LIFE HAPPENED ... @danieleizans
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  5. MY CONTEXT CHANGED @danieleizans
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  6. DANIEL EIZANS - EXHAUSTED EXECUTIVE CONTEXT MODELS PERSONAL PROFILE / SCENARIO Situational Dan is a married, 31-year-old father of a Self-Directed two-month old boy. Attitudinal • By day Dan works as director of owned CONTENT NEEDS strategy at a large advertising agency. Video Detailed Spec Sheets • By night he prepares bottles, washes Current Offers cloth diapers and prepares to be spit up Trade-In Calculators on • Needs a vehicle that will accommodate car seats, the family dog and all their gear BACKGROUND Relies primarily on OEM websites, 2% • He is currently in Market for a Ford third party reviews and technology Edge, Ford Explorer, Chevy Equinox sites and magazines when 23% and Honda CR-V researching vehicles He needs a vehicle that will allow him to Prefers to research and make initial 57% express his personal style and get his contact with dealer through online 18% child to and from daycare. methods and is guarded about what information he shares. Schedules ALL appointments and makes vehicle “I want a car that I won’t selections online. hate being seen in that fits Digital Mobile Print my growing family,” Considers himself knowledgeable Indirect about vehicles and spends a lot of time in the research portion of shopping @danieleizans
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  7. CONTENT HAS TO WORK HARDER @danieleizans
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  8. 1 WHY CONTEXT? @danieleizans
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  9. CONTENT STRATEGY Helps inform the production of content that is: - Findable - Segmented - SEO Friendly - Good For Business - Useful For Humans - Useable By Machines - Maintainable Over Time @danieleizans
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  10. PRODUCTS OF CS It follows that in most cases content strategy provides one or a combination of: - Editorial Guidance - Pillars For Communication - Content Management Guidelines - Findability @danieleizans
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  11. WHAT IT DELIVERS @danieleizans
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  12. CONTEXT = ENGAGEMENT @danieleizans
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  13. @danieleizans
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  14. HUMANS = ROBOTS @danieleizans
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  15. ROBOTS HAVE WIRES @danieleizans
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  16. HUMANS HAVE BRAINS @danieleizans
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  17. AND BRAINS ARE TRICKY @danieleizans
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  18. PEOPLE THINK DIFFERENTLY @danieleizans
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  19. CONTEXT SHIFTS BY DEVICE @danieleizans
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  20. ALSO ... Access Speed Time Of Access Temperature Geography Cognitive Capacity Content Familiarity Etc. Etc. Etc. @danieleizans
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  21. BE AN ETHNOGRAPHER @danieleizans
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  22. 2 ANALYZING USER CONTEXTS @danieleizans
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  23. PERSONAL-BEHAVIORAL CONTEXT DOING environmental factors, Physical Emotional FEELING physical activity, psychological state, stress habits, disabilities, level, desires, wants, needs preferences, sensory stimuli Cognitive LEARNING cognitive assumptions, learning ability, education } CONTEXT DRIVEN PERSONAS @danieleizans
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  24. PERSONAL-SITUATIONAL CONTEXT Task Need Task Task Situation Task Need Need Task Task Task Task SCENARIO REQUIRING CONTENT @danieleizans
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  25. SITUATIONAL-BEHAVIORAL CONTEXT Task Need Task Physical Emotional Task Situation Task Need Need Cognitive Task Task Task Task CONTEXTUAL CONTENT STRATEGY @danieleizans
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  26. EVOLUTION OF USER CONTEXT @danieleizans
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  27. CONTEXT MODELS 3 FOR CONTENT PLANNING @danieleizans
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  28. CONTEXT MODELS Self Directed Situational Preferential Attitudinal @danieleizans
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  29. SELF-DIRECTED CONTEXT Plans for content based on a user initiated segmentation strategy - Product - Persona - Brand/Service Experience - Content Pathing/Decision Trees Examples: Volkswagen UK | Ford EV For Me @danieleizans
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  30. WHEN TO DEPLOY - Clear segments for content exist (e.g. Shop, Own, Support) - High levels of user control and freedom are necessary (e.g. research intensive Engagements) - Content exists across multiple platforms @danieleizans
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  31. REQUIREMENTS RESEARCH - Stakeholder Interviews - User Panels / Interviews - Competitive Analysis - Light Usability Testing DATA NEEDS - Site Side Analytics (SSA) Analysis - Content Metrics @danieleizans
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  32. SITUATIONAL CONTEXT Plans for content based on perceived or actual situations - Physical Location - Time of Day - Ambient Data - Product Specialty - Life Stage / Event - Device Limitations & Strengths Examples: Webmd.com | Clorox.com @danieleizans
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  33. WHEN TO DEPLOY - Life events require a site’s service/product/content - Platforms dictate unique engagements - Behavioral motivators influence decisions - Complex tasks require content to provide clarity @danieleizans
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  34. REQUIREMENTS RESEARCH: - Use case scenarios - Behavioral/Ethnographic data DATA NEEDS: - Engagement Flows - Cross Platform Strategy - Legal Permissions - Privacy Permissions NOTE: Needs may vary depending on the execution. @danieleizans
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  35. PREFERENTIAL CONTEXT Plans for content based on user preferences that have been: - Self reported - Assumed - Mined from social graphs - Driven by ambient data - Driven by product insights Examples: Amazon | Yelp! @danieleizans
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  36. WHEN TO DEPLOY - Publishers have access and permissions to user data - A recommendation engine or algorithm exist - A CMS is powering content - Products/Services have a heavy social component - In combination with Self- Directed Context @danieleizans
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  37. REQUIREMENTS RESEARCH: - Use Case - Behavioral - Taxonomic - Usability Testing - Intercept Testing DATA NEEDS: - Engagement Flows - Cross Platform Strategy - Taxonomy Strategy - Privacy Permissions @danieleizans
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  38. ATTITUDINAL CONTEXT Plans for content refinement based on mined user data from: - Self reported survey - Site search analytics - Intercept/opinion studies - Qualitative panels Examples: Various Mobile Apps | ESPN.com | Apple @danieleizans
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  39. WHEN TO DEPLOY - Budget allows for study - Content/Navigation or Platform elements are ineffective - Numerous segments are engaged with key site areas - Product, service dictate frequent analysis of satisfaction @danieleizans
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  40. REQUIREMENTS RESEARCH - Opinion Survey - Intercept Studies - Panel Testing - Usability Testing Data - Governance Plan - Analytics Support - Effectiveness Measures - Optimization Plan @danieleizans
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  41. 4 MAKING CONTEXT ACTIONABLE @danieleizans
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  42. NOT OUR USERS http://www.flickr.com/photos/tom_weilenmann/51673288/ | Flickr User Tom Weilenmann @danieleizans
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  43. EVOLVING “ The effects of technology do not occur at the level of opinions or concepts, rather, they alter “patterns of perception,” steadily and without any resistance. ” - Marshall McLuhan (Understanding Media: The Extensions Of Man) @danieleizans
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  44. BE THE LADDER CS User http://www.flickr.com/photos/tmtht/4029281127/sizes/o/in/photostream/ | Flickr User: kfjmiller @danieleizans
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  45. ENGAGEMENT @danieleizans
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  46. BRING THINGS @danieleizans
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  47. OPTIMIZE BY ... 1. Collaborating with UX/Research/ Metrics 2. Testing, Testing, Testing 3. Refining, Refining, Refining 4. Collecting, Collecting Collecting @danieleizans
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  48. BE USER CENTRIC “ The way the mind works when it's looking at something is totally different than the way the mind works when it's USING something. ” - Gerry McGovern 5 Sept. 2011 @danieleizans
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  49. CUTE BABY @danieleizans
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  50. THANKS. Daniel Eizans Web: http://danieleizans.com Twitter: @danieleizans SlideShare: http://slideshare.net/danieleizans LinkedIn: http://linkedin.com/in/deizans E: daniel.eizans@teamdetroit.com @danieleizans
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Content without context is useless. Content works best when it accounts for user behaviours, situations and the world around them. But how can it do that? This presentation discusses the methods of context analysis: Personal-Behavioural Context, Personal-Situational Context, and Ambient Factors, and examines how to implement this research, to create the basis for a context-rich content strategy.

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