Content strategy for the content experience wave
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Odecee provides digital solutions including API/server, CMS, CI/CD, test automation, cloud, business analysis, user experience, and architecture services. The document discusses trends in content marketing and strategies for structuring, distributing, and future-proofing content. It recommends organizing content into reusable fragments with metadata, distributing content based on a plan targeting key channels and influencers, and leveraging emerging conversational interfaces like chatbots that can interact with structured content.
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Content strategy for the content experience wave
- 2. Odecee provide digital solutions for the enterprise. API/Server CMS CI/CD Test Automation Cloud Business Analysis User Experience Architecture Devices Web
- 3. Lead AEM Engineer at Odecee I’m ACE! (Adobe Certified Expert) Over a decade of experience – 5 years of Adobe AEM experience Organiser of the AEM Technologists AU Slack group – new members welcome! WHO IS ZORAN?
- 4. TRENDS BEFORE WE START…LET’S LOOK AT THE
- 5. 2016 Content Marketing Trends 77% 70+92% 75% 94% 94%70% Media in context brings more views Digital channels to communicate through Personalisation is ever so important Interactive storytelling will take center stage Social media exploded Influencer marketing will dominate Increase content production
- 6. $300b Not surprising then global marketing spend will reach 66% with of marketers reporting their budgets will increase
- 7. BETTER? HOW CAN WE DO
- 8. Content Structure Content Distribution Give your content a loudspeaker Emerging channels For your interactive content Make your content future-proof
- 9. Content Structure Give your content a loudspeaker Emerging channels For your interactive content Make your content future-proof
- 10. Interactivity demands structure • The interaction with your content may or may not happen in a single channel • Structure promotes thrift • Structure promotes your brand reach • Content doesn’t live in a single location anymore • CMS • Cloud stores • External publications • Product Catalogs • Don’t even get me started on UGC!
- 11. Be agile with your content Think of your content as reusable atoms or fragments – building blocks to create complex narratives • Aligns to atomic design thinking • Self-contained units of information • Enables a “create once, share everywhere” paradigm • Enables rapid content production • More focused messaging • Beware of loss of context when stringing fragments
- 12. Be agile with your metadata Ensure context by giving each ‘content fragment’ a strategic passport • #WHO (Target Audience) • #WHAT (Needs) • #WHY (KPI) • #WHERETO (CTA) • #WHEN (Relevant Moment) • #HOW • #WHERE (Channel)
- 13. Be better at telling your story by providing structure in your users’ journey pathways Separate information from presentation to enable cross-channel distribution Organise and protect your most valuable digital assets Retain the context and meaning of content across channels and platforms Increase velocity by focusing on small atomic content fragments Associate content with KPIs and measure it’s ROI Catalogue and classify content regardless of the source Structuring your content lets you
- 14. Content Structure Content Distribution Give your content a loudspeaker Emerging channels For your interactive content Make your content future-proof
- 15. Don’t just spray and pray Greater choice doesn’t mean that you need to be present everywhere • Keep a distribution schedule • Not every channel is created equal • Use your tagging and metadata structure to optimise your distribution • Keep a visible publishing and event calendars • Minimise “ad-hoc” changes • Be prepared to measure and pivot • Be where your customers are • Use customer data and insights to identify the best distribution channels • Again, different channels work better for different content types
- 16. Have a plan • Set your content goals • Who are you trying to reach? • What do you care about? • Find active communities that have large audiences of your target personas • Get involved and provide value • Mind the rules • Contribute to the conversations first – post content later • Don’t spam – online communities are quick to deal with noise • Be proactive – actively nurture relationships • Use online communities like Medium or LinkedIn Pule for content syndication • Build a readership first
- 17. 92% According to Forbes of consumers turn to people they know for referrals
- 18. Data is the key to the influencers heart • Look at similar types of content to what you’re thinking of publishing • Articles/Blogs • Whitepapers • Tools/Selectors/Calculators • Find out how they perform • Look at tweeter shares • Facebook likes • LinkedIn shares • Look at your top performing content • Top referrals/Lowest bounce rates • Monitor your keywords • Identify top sharers and get in touch with them • Run a personalised campaign to get them to engage with your content
- 19. Your content to have a wider and deeper reach Utilise better performing channels and plan for optimising key new channels Be better at communicating publishing events internally Adapt your distribution rates per channel Be aware of the engagement rules for key channels Identify and target key influencers Measure and report on key events Having a distribution strategy allow
- 20. Content Structure Content Distribution Give your content a loudspeaker Emerging channels For your interactive content Make your content future-proof
- 21. MORE People use 1:1 chat messages than they use social media
- 22. Conversation as a Platform • What is a conversational interface? • UI that mimics chatting with a real human • Currently there are two types of conversation interfaces • Voice assistants • Chatbots
- 23. The rise of the conversational interface • Media rich interfaces are great marketing tools • Visual queues • Polished animations • But they have a problem of “friction” • Conversational UIs aim to solve that problem • They allow near-natural language interaction • Continuous learning • Seamless user actions • Deeper integration
- 24. Meet your (old) new best friends Most conversation interfaces result in a (trans)active function – but you still need strong content to support the service provided • Content taxonomy • Robust metadata means content is easily discoverable by an API • Supports the conversation context • Learn from your users • Personalise* the message • Search functionality • Driven by your taxonomy (remember the metadata structure?) • Add “intelligence” to your search • FAQs • A great fallback for your chatbot to clarify user requests • Give a “boring” content space some personality
- 25. What’s not there yet? • Ability to do end-to-end analytics • Resolving a unique visitor ID is an issue just yet • Means targeting and personalisation challenging • AI capabilities • Don’t try to “humanise” your bots just yet • It’s ok for a machine to sound like…well, a machine
- 26. THANK YOU! Love to hear from you: znikolovski@odecee.com.au | au.linkedin.com/in/zorannikolovski
Editor's Notes
- From the left: 1. Content Marketing Research Institute says that 75% of marketers expect an increase in storytelling content production 2. Social Media Examiner’s Industry Report 2015 reveals that 92% of marketers report that social media is important to their marketing mix 3. The Guardian rightfully states that 70% of consumers place peer recommendations and reviews above professionally written content 4. 5. Claim personalisation is key to their digital strategy
- How can we ensure that we are creating efficiencies rather than keep repeating the same cycles? Mind you, not everything that we do in digital is a mistake that needs to be corrected or a shortcoming that needs to be eliminated. But with that kind of financial firepower how can we be leaner and focus on improving our ability to engage our customers better and cater for their wants and needs?
- Consequently you need to ensure that you keep track about how that content performs on the whole, but also within the channel. If you get low performance numbers for a particular channel you need to look at whether the content format is appropriate for the channel or if the channel is a strongly performing one You don’t have the time to accommodate each content to specific interactions on specific devices. By insisting on consistency you allow for content to be adaptable You probably spent a lot of money ensuring your brand reflects the real values of your business. The last thing you want to do is have inconsistencies across various high performing channels. By following “create once, do it right, share everywhere” we promote consistent messaging While your CMS is probably your main content repository there are loads of supporting services that satisfy high-availability and performance at scale We will discuss the topic of user generated content in a moment but in todays social economy the ability to reign in and contextualise UGC is a determining factor to the success of many businesses whether they are fresh startups or seasoned enterprises
- #WHO (Target Audience) – pull content relevant to your segments #WHAT (Needs) – keywords, categories and themes that reflect the specific need(s) #WHY (KPI) – assign a desired outcome to your content so that you can messure it’s ROI #WHERETO (CTA) – the next best action for the consumer based on their selection #WHEN (Relevant Moment) – which step of the user journey this content will make the most sense #HOW – the way your content is most likely to be consumed #WHERE (Channel) – the digital channel where your content will most likely shine
- Understand your social channel interactions (e.g. Twitter’s cycle is faster and more intense than Facebook’s) Having a visible calendar allows the entire organisation to be aware of upcoming publishing which means that the complex content machinery can be prepared Should your analytics highligh significant statistical events you should be able to quickly respond – atomising your content will definitely help you there
- Reddit sub-reddits are a great tool to tap into large audiences but you need to be careful as there are rules to follow that differ between sub-reddits and the moderators are rutheless. Don’t spam or just post your content – interact and contribute to conversations firs
- Influencers sharing your content can lead to a 3 to 10 times increase in conversion rates. 20% of women will consider purchasing products supported by influencers. Influencers can also turn into brand evangelists: 77% consumers are more likely to buy from their endorsers.
- You can use tools like buzzsumo.com to identify key influencers for particular posts.
- WHAT'S A CONVERSATIONAL INTERFACE? A conversational interface is any UI that mimics chatting with a real human. The idea here is that instead of communicating with a computer on its own inhuman terms—by clicking on icons and entering syntax-specific commands—you interact with it on yours, by just telling it what to do.
- WHAT DO YOU MEAN BY "FRICTION?" Historically, computers and humans have essentially spoken different languages, with graphical interfaces as the translator. Computers are real sticklers for syntax—machine-assembly pedants who basically fall over if you tell them "hi" when they're expecting "hello."
- Examples of transactions would be booking a table, order food, get an uber, book a flight, pay a bill etc.
- Examples of transactions would be booking a table, order food, get an uber, book a flight, pay a bill etc.
- How can we ensure that we are creating efficiencies rather than keep repeating the same cycles? Mind you, not everything that we do in digital is a mistake that needs to be corrected or a shortcoming that needs to be eliminated. But with that kind of financial firepower how can we be leaner and focus on improving our ability to engage our customers better and cater for their wants and needs?