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May 4th, 2011,[object Object],Delivering Enterprise Content Strategy,[object Object],J.Boye Conferences: Philly 2011 ,[object Object],45 Main Street #220, Brooklyn, NY 11222,[object Object],Phone. +1 718 625 4843,[object Object],info@hugeinc.com,[object Object]
“,[object Object],The content that works on the Web has one key characteristic:,[object Object],’’,[object Object],Quote Source: http://www.marketingprofs.com/7/killer-web-content-examples-mcgovern.asp,[object Object]
“,[object Object],The content that works on the Web has one key characteristic: It is customer-centric. ,[object Object],’’,[object Object],Quote Source: http://www.marketingprofs.com/7/killer-web-content-examples-mcgovern.asp,[object Object]
“,[object Object],The content that doesn't work on the Web also has one key characteristic:,[object Object],’’,[object Object],Quote Source: http://www.marketingprofs.com/7/killer-web-content-examples-mcgovern.asp,[object Object]
“,[object Object],The content that doesn't work on the Web also has one key characteristic: It is organization-centric.,[object Object],’’,[object Object],Quote Source: http://www.marketingprofs.com/7/killer-web-content-examples-mcgovern.asp,[object Object]
Agenda.,[object Object],About me & HUGE,[object Object],Content strategy in the enterprise,[object Object],Formalizing content strategy,[object Object],Core enterprise content strategy deliverables,[object Object],Q&A,[object Object]
Marko Hurst.,[object Object],Author, speaker, & consultant,[object Object],[object Object]
Search Analytics
Web Analytics
User ExperienceMy experience,[object Object],[object Object]
15 years experience
Practice lead: National & regional levels
Industries: Government, Media, Ecommerce, Financial Services, Automotive, Technology, Mobile, CPGContact me,[object Object],[object Object]
Read my blog: MarkoHurst.com “Insightful Analytics”
Follow me on Twitter: MarkoHurst,[object Object]
Content Strategy In The Enterprise,[object Object]
A show of hands:,[object Object],Who works at an organization that already has a content strategy? ,[object Object]
My apologies:,[object Object],That was a trick question. ,[object Object]
Answer:,[object Object],Every organization already has a content strategy. ,[object Object]
Most organizations that don’t plan for content strategy tend to look like…,[object Object]
This…,[object Object],Siloed,[object Object]
And this...,[object Object],Tower of Babel,[object Object]
When you shine a little light on the subject…,[object Object]
Content strategy failure points quickly become evident.,[object Object],Search ,[object Object],Metadata,[object Object],Website,[object Object],Taxonomy,[object Object],Advertisements,[object Object],Performance,[object Object]
Improving content strategy in the enterprise starts with an understanding of content strategy, but ultimately you’ll need to…,[object Object]
Improving content strategy in the enterprise starts with an understanding of content strategy, but ultimately you’ll need to…,[object Object],Formalize it.,[object Object]
Formalizing Content Strategy,[object Object]
Before you can formalize content strategy you need to understand what it is and how it can help you.,[object Object]
Aligns your content goals across the enterprise.,[object Object]
Accounts for how content lives within a brand ecosystem.,[object Object],Core Site,[object Object],Print / Broadcast assets,[object Object],Micro-site / ,[object Object],Campaign site,[object Object],Your Brand,[object Object],Brand X,[object Object],Web Assets,[object Object],Newsletters,[object Object],iPhone app,[object Object],Marketing,[object Object],Mobile Touch Site,[object Object],Email blasts,[object Object],Mobile Assets,[object Object],Blackberry app,[object Object],Social Media,[object Object],Android app,[object Object],3rd-party,[object Object],platforms ,[object Object],WAP,[object Object],Twitter,[object Object],Facebook,[object Object],iTunes,[object Object],YouTube,[object Object]
Organizes and structures scalable content solutions.,[object Object]
Avoids this...,[object Object]
…and this.,[object Object]
Provides “one voice” across the entire enterprise.,[object Object]
It has a full-lifecycle content management process.,[object Object],Discover >  Create >    Publish >   Maintain      	,[object Object],Content Structure,[object Object],Publishing Strategy,[object Object],Governance Plan,[object Object],Measurement / Optimization,[object Object],Research,[object Object],Publishing Requirements & Guidelines,[object Object],Asset Production,[object Object],Workflow,[object Object],Migration,[object Object]
Provides ways to measure the value of your content.,[object Object],Increase Revenue,[object Object],[object Object]
Increase “conversion”
Improve findability
Break down / bridge content silos
Increase onsite search result relevancy

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Marko hurst jboye2011-deliverenterprisecs

Editor's Notes

  1. Formally or informally every organization (that produces content) has people, processes, & technology that allow them to create / publish content. Ad-Hoc.
  2. Departments, technologies, processes, content, physical location, etc.
  3. They may have a common goal, but no one is speaking the same language.
  4. All content, both visible and behind the scenes, is interchangeably connected and only as strong as its weakest link. When full-cycle content management or its process are not fully understood or taken into account, when no single person / group “owns” content from start to finish the experience or outcome is never what could have been. *Not intended to be an exhaustive list
  5. What is content strategy?How does content strategy help you?What does content strategy entail?What is the value of formalizing content strategy?
  6. Connects and balances all three at all times
  7. Structure… ahhhhh
  8. Having you invest in an uber enterprise CMS, when all you need is a blog platform or Web CMS
  9. Let’s you know when your needs have outgrown that blog platform and you really do need that enterprise CMS
  10. Breaks silos, bridges, gaps. Creates unity across groups, divisions, etc. bettercoordinates content efforts. Creates a controlled vocabulary.
  11. HUGE’s definition of Content Strategy
  12. CAVEAT --- Every organization is unique in many aspects and therefore every deliverable, the time invested, and all activities should be customized for that situation. That being said, in my experience in the enterprise content strategy space the following deliverables are what I use most often and should be in every content strategist’s the “bag of tricks”, but not the only ones.* Note – keep in mind “enterprise”, i.e. a 10 page CPG / microsite doesn’t need a taxonomy
  13. If you are not familiar with the Dublin Core – check out dublincore.org. It’s a metadata framework that is invaluable in the enterprise.
  14. Engagement info is from Gary Angel’s Functionalism work.