Updating Content Types for Marketing and Omnichannel Goals
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This document discusses updating content types for marketing and omnichannel use. It describes initial goals of increasing quality, reducing waste and confusion by implementing consistent tagging. An analysis was done of existing types which resulted in merging some types and splitting others. The vision expanded to include additional goals, tools, taxonomies and organizations. Models were aligned including types, formats, buyer stages and other attributes. Benefits of aligned models include improved planning, reuse, filtering, progression and analytics. Ongoing challenges include consistent tagging across contributors. The vision is to continuously gather customer feedback to build and deliver the content customers want.
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Updating Content Types for Marketing and Omnichannel Goals
- 1. Michael Priestley, IBM / @ditaguy February 1, 2019 Updating content types for marketing and omnichannel
- 2. Michael Priestley @ditaguy Michael Priestley is a product owner and content technology strategist, currently leading the IBM Marketing Taxonomy Guild to revise and align taxonomy initiatives across the marketing ecosystem. He has experience working with and across documentation, support, training, and marketing content as an enterprise content technology strategist. He was one of the original architects and editors of the DITA standard, was named an OASIS Distinguished Contributor in 2017, and is currently co-chairing the Lightweight DITA subcommittee.
- 3. Initiation
- 4. Analytics failure No common type taxonomy 200+ values in just one tool No tool integration 4
- 5. Starting goals 5 Increase quality Reduce waste and confusion Consistent tagging Coordinated education Standards and governance Which require Marketers understand what characteristics of content contribute to success so they can optimize investment Marketers understand what content already exists that meet their criteria so they can reuse or differentiate
- 6. Untangling types 6 components assets collections type type type event person publisher type author presenter formatstage audience industry product/ solution brand/ category topic reuse reuse outcome copyright, permissions, licensing… publishe r
- 7. This is a ___ delivered as a ____ What does the customer need to understand? Choose the best content type How does the customer prefer to learn/get info? Choose the best content format 7 Example: this is a client story delivered as a video
- 8. A single asset may have multiple expressions Interview Video Podcast Transcript 8
- 9. A single event or engagement may drive multiple assets Client success Client story Case study Interview 9
- 10. Is it a type? Purpose • Does it have a distinct purpose from the client POV? • Could it be defined by a combination of other metadata values instead? Value • For reporting or analytics • For finding similar content • For guiding authoring • For shaping client experience 10
- 11. What level is it? 11 Criteria Level Is it something the user could be looking for, to read/view/understand? Does it make sense on its own? Would a reasonable KPI be scrolling/watching to the end? Asset Is it something the user could be looking for, to navigate/find an asset? Would the user task likely fail if they stopped at this page? Would a reasonable KPI be clickthrough? Collection Is it something that doesn’t make sense on its own, that always appears as part of other content? Component Sometimes types have echoes at different levels A case study asset might be part of a case study collection, might be linked from a case studies card, and might have excerpts/highlights used on other pages
- 12. The winnowing Ignored* Got rid of Merged Split up Made room for Component values Obsolete values Under-used values Type from format More detailed types from web space Collection values Too-general values Synonyms Type from audience Distinctions between formats Non-marketing values Compound values Type from publisher 12 *we came back to these later – there were only ~5
- 13. Our MVP (minimum viable product) separating type from format 2 taxonomies (~20 values in each) 3 tools 1 integration 13 Since tools did not support hierarchies or codes or relabeling, lots of compound labels like Product detail/Data sheet
- 14. Vision: Building what customers want Do we have it? Did it work? What do they want? Plan Measure Manage Publish
- 15. Complication
- 16. Expanded scope From To Governance Ad-hoc meetings, direct executive involvement Weekly council/guild, checkpoints with execs Goals 2 7 Tools 3 10+ Taxonomies 2 12+ Organizations 1 5+ Classification scheme Simple lists Knowledge graphs and AI Training Ad-hoc Formal, reviewed, recorded 16
- 17. Expanded goals 17 Increase quality Reduce waste/confusion Improve client experience Improve retrieval for internal users Guide content creation Assist or automate tagging Track revenue
- 18. Share components across assets 18 definitions features specs video scripts Text components chat scripts diagrams screen caps photos Image components article web PDF video chat presentation social Track across formats Chat transcripts % watched downloaded read/scrolled engaged
- 19. Day Year in the life of a client Discover Learn Try Buy Adopt Advocate 19 “What should our strategy be?” “Is this an industry trend?” “How do IBM products support our strategy?” “Can I make this work?” “Has it worked for others?” “What deal makes sense for our requirements?” “I need to get up and running” “I need to update my skills” “How can I do my job?” “Help I’m stuck!” “This is awesome!” “What’s next?” Exec Dev Business user I need to improve business performance I need to make something that will work for my users I need to get results Systems Services blogs reports events samples products training case studies support webinar related register chatpurchase present renew chat open ticket
- 20. Resolution?
- 21. Align models Ontology Type Format Buyer stage Audience Topic Product App context OS Industry Geo Language 21 Content Product Client Journey What we know about the client What we know about the journey What we know about the content What we know about the product
- 22. Benefits of aligned models What we know about our clients What we know about our content 22 Planning Reuse Filtering Subscription Progression Analytics
- 23. Challenge – consistent tagging Metrics Tagging Need automated service for consistent tagging Model depends on depends on What do they want? Do we have it? Did it work? Who does the tagging? Who benefits? Will everyone tag the same way?
- 24. Kickstarting the cycle Metrics Tagging Tagging service Model depends on depends on depends on depends on Build model and tagging service to kickstart cycle
- 25. Content chemistry Test hypotheses Need data Need measurements Need a consistent scale 25 What worked? What didn’t? Can we repeat the experiment? Can we compare results? From words to websites
- 26. Deconstructing content type About Person Event Product Topic Client Organization/Brand Goal Understand Complete task Gain skill Compare (2 or more) Connect (2 or more) Try out Use Depth Component One pager Article Guide Collection/book Audience Tech Exec Business user Partner Seller 26 Additional facets TBD: formality, timeliness, journey stage...
- 27. Brand Person Event Product Topic Client Classification meets navigation 27 Hub types Report Demo Product guide Solution guide Explainer Compare Opinion Case study Session Spoke types Interview Compound types Interview at an event about a solution Case study about a brand helping a client with a topic/business issue About: Topic Goal: Understand Depth: Article Audience: Exec
- 28. Vision 2.0: Giving customers what they want Do we have it? Did it work? What do they want?Build Deliver
- 29. Questions 29