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CONTENT
STRATEGY
at 30,000 ft.
for CONFAB CENTRAL 2014
by HAWK THOMPSON
Icons: Stephen McKarney + Anthony Lui (The Noun Project)
Hi.
#confabmn | #csat30kft| @hawkt
Hawk Thompson
#confabmn | #csat30kft| @hawkt
Sr. Content Strategist | Razorfish
#confabmn | #csat30kft| @hawkt
Content Director | hawkthompson.com
#confabmn | #csat30kft| @hawkt
Content Generalist | hawkt.com
#confabmn | #csat30kft| @hawkt
Content Whisperer | @hawkt
#confabmn | #csat30kft| @hawkt
I’m here to talk about content strategy for airlines.
#confabmn | #csat30kft| @hawkt
(I’ve worked with a couple.)
#confabmn | #csat30kft| @hawkt
It’s...different than your average CS challenge.
#confabmn | #csat30kft| @hawkt
But also similar, in this way:
#confabmn | #csat30kft| @hawkt
You have to put yourself in your client’s shoes.
#confabmn | #csat30kft| @hawkt
Get inside their heads.
#confabmn | #csat30kft| @hawkt
And fly to places you’ve never been before.
#confabmn | #csat30kft| @hawkt
Sometimes dark places.
#confabmn | #csat30kft| @hawkt
Ready?
#confabmn | #csat30kft| @hawkt
Welcome to the terrordome.
#confabmn | #csat30kft| @hawkt
Aerodrome.
#confabmn | #csat30kft| @hawkt
We all dream of ideal flight experiences.
#confabmn | #csat30kft| @hawkt
(In reality, they cost ~$120k a person.)
#confabmn | #csat30kft| @hawkt
SPOILER ALERT:
#confabmn | #csat30kft| @hawkt
Monument Valley screenshots courtesy of ustwo.
Flying should feel like this...
#confabmn | #csat30kft| @hawkt
Y’know, Monument Valley is a truly amazing game.
#confabmn | #csat30kft| @hawkt
You could say it’s visual storytelling at its finest.
#confabmn | #csat30kft| @hawkt
Clearly full of gorgeous surprises at every turn.
#confabmn | #csat30kft| @hawkt
No pressure or anything, but it’s worth owning.
#confabmn | #csat30kft| @hawkt
Seriously, buy Monument Valley from ustwo. Now.
#confabmn | #csat30kft| @hawkt
It’ll make you want to spread your wings and fly.
#confabmn | #csat30kft| @hawkt
...not this.
Photo: Diego Torres Silvestre (flickr / CC)
#confabmn | #csat30kft| @hawkt
Photo: Diego Torres Silvestre (flickr / CC)
#confabmn | #csat30kft| @hawkt
YOU ARE HERE
Yet sometimes, it does.
Photo: Diego Torres Silvestre (flickr / CC)
#confabmn | #csat30kft| @hawkt
And you know what they say in the industry:
Photo: Diego Torres Silvestre (flickr / CC)
#confabmn | #csat30kft| @hawkt
“As goes the experience, so goes the content.”
Photo: Diego Torres Silvestre (flickr / CC)
#confabmn | #csat30kft| @hawkt
OK, so they don’t really say that.
Photo: Diego Torres Silvestre (flickr / CC)
#confabmn | #csat30kft| @hawkt
But if they did, why would they?
Photo: Diego Torres Silvestre (flickr / CC)
#confabmn | #csat30kft| @hawkt
Tarmac.
#confabmn | #csat30kft| @hawkt
Certain issues keep airlines in a holding pattern:
Photo: snoll (flickr / CC)
#confabmn | #csat30kft| @hawkt
$$$
#confabmn | #csat30kft| @hawkt
The airline industry’s profits may be huge...
$143.4B
Source: Forbes, 2013.
#confabmn | #csat30kft| @hawkt
...but at ~1%, its profit margin isn’t.
$0.15B
$143.3B
Source: Forbes, 2013.
#confabmn | #csat30kft| @hawkt
No wonder airlines are cutting costs like limes.
Photo: Harmony Huskinson / MCT
#confabmn | #csat30kft| @hawkt
Icon: Paul te Kortschot (The Noun Project)
OOO
#confabmn | #csat30kft| @hawkt
People use technology to plan trips.
Source: Forrester, 2013.
#confabmn | #csat30kft| @hawkt
And airlines obvs rely heavily on technology too.
#confabmn | #csat30kft| @hawkt
But let’s get back to that ~1% profit margin for a sec.
#confabmn | #csat30kft| @hawkt
$0.15B
$143.3B
How large a slice do you think goes to technology?
#confabmn | #csat30kft| @hawkt
$0.15B
$143.3B
And how much goes to digital content?
#confabmn | #csat30kft| @hawkt
$0.15B
$143.3B
(Hint: Virgin made this viral hit in-house. For $5k.)
#confabmn | #csat30kft| @hawkt
Lastly, how much goes to content strategy?
Source: Forbes, 2013.
#confabmn | #csat30kft| @hawkt
$0.15B
$143.3B
Yeah, that looks about right.
Source: Forbes, 2013.
#confabmn | #csat30kft| @hawkt
(The stem, not the tomato.)
#confabmn | #csat30kft| @hawkt
So you learn to make do with what’s available.
Source: Forbes, 2013.
Ooo
o
#confabmn | #csat30kft| @hawkt
OOOo o
o
oo
o
oo
o
#confabmn | #csat30kft| @hawkt
OOO
Most airlines have fairly small content teams...
#confabmn | #csat30kft| @hawkt
...supplied with relatively tiny budgets...
#confabmn | #csat30kft| @hawkt
$$$//
...saddled with legacy technology...
#confabmn | #csat30kft| @hawkt
OOO
OOOOOOO
OOOOOOO
OOOOOOO
OOOOOOO
Content Content Content
Marketing Loyalty
Int’l
Travel
Corporate
Affairs
Customer
Service
Mobil
Prefer
Partne
IFE
Cargo
Social
Media
ROP
Alerts +
Advisories
Ad Sales
Media
Relations
Domestic
Flights
Investor
Relations
Charter
Services
sorships
ContracQ A UX Project
Mgmt.
DesignTech
Business
Travel
Group
Travel
CareersTraining
Merch
Copy
Ancillary
Products
Legal
#confabmn | #csat30kft| @hawkt
...and surrounded by product-oriented silos.
Photo:Kicki Holmén (flickr / CC)
These silos often constrain content teams...
#confabmn | #csat30kft| @hawkt
OOOOOOO
OOOOOOO
OOOOOOO
o o
o
oo
o
oo
o o o o oo o o o
o o o o o o o o o oo oo o
o o o o o o o o o oo oo o
o o o o o o o o o oo oo o
OOOOOOOo o o o o o o o o oo oo o
#confabmn | #csat30kft| @hawkt
...which can make it tough to focus on the big picture.
OOOOOOO
OOOOOOO
OOOOOOO
oo
o o o o oo o o o
o o o o o o o o o oo oo o
o o o o o o o o o oo oo o
o o o o o o o o o oo oo o
OOOOOOOo o o o o o o o o oo oo o
o o o o
#confabmn | #csat30kft| @hawkt
That’s why you’re here.
???
#confabmn | #csat30kft| @hawkt
OOOOOOO
OOOOOOO
OOOOOOO
oo
o o o o oo o o o
o o o o o o o o o oo oo o
o o o o o o o o o oo oo o
o o o o o o o o o oo oo o
OOOOOOOo o o o o o o o o oo oo o
o o o o
#confabmn | #csat30kft| @hawkt
How can you strategize in this environment?
Photo:Kicki Holmén (flickr / CC)
Think like a controller.
#confabmn | #csat30kft| @hawkt
OOOOOOO
OOOOOOO
OOOOOOO
oo
o o o o oo o o o
o o o o o o o o o oo oo o
o o o o o o o o o oo oo o
o o o o o o o o o oo oo o
OOOOOOOo o o o o o o o o oo oo o
o o o o
John Sri Martha LeilaMo Curtis Ali
Selena Carol DirkJR Soraya Jon
Don Farnsworth Caleb MusangiAly Buck Pete
Aloysius Kaisar Rishi AngelaBud Winston Gordo
John Sri Martha LeilaMo Curtis Ali
#confabmn | #csat30kft| @hawkt
Understand the lay of the land.
OOOOOOO
OOOOOOO
OOOOOOO
OOOOOOO
Content Content Content
Marketing Loyalty
Int’l
Travel
Corporate
Affairs
Customer
Service
Mobil
Prefer
Partne
IFE
Cargo
Social
Media
ROP
Alerts +
Advisories
Ad Sales
Media
Relations
Domestic
Flights
Investor
Relations
Charter
Services
sorships
ContracQ A UX Project
Mgmt.
DesignTech
Business
Travel
Group
Travel
CareersTraining
Merch
Copy
Ancillary
Products
Legal
John Sri Martha LeilaMo Curtis Ali
SelenaJR Soraya Jon
Don Farnsworth Caleb MusangiAly Buck Pete
Aloysius Kaisar Rishi AngelaBud Winston Gordo
John Sri Martha LeilaMo Curtis Ali
#confabmn | #csat30kft| @hawkt
(in terms of people *and* their products)
OOOOOOO
OOOOOOO
OOOOOOO
OOOOOOO
Content Content Content
Marketing Loyalty
Int’l
Travel
Corporate
Affairs
Customer
Service
Mobil
Prefer
Partne
IFE
Cargo
Social
Media
ROP
Alerts +
Advisories
Ad Sales
Media
Relations
Domestic
Flights
Investor
Relations
Charter
Services
sorships
ContracQ A UX Project
Mgmt.
DesignTech
Business
Travel
Group
Travel
CareersTraining
Merch
Copy
Ancillary
Products
Legal
John Sri Martha LeilaMo Curtis Ali
SelenaJR Soraya Jon
Don Farnsworth Caleb MusangiAly Buck Pete
Aloysius Kaisar Rishi AngelaBud Winston Gordo
John Sri Martha LeilaMo Curtis Ali
Map out the connections.
#confabmn | #csat30kft| @hawkt
OOOOOOO
OOOOOOO
OOOOOOO
OOOOOOO
Marketing Loyalty
Int’l
Travel
Customer
Service
Mobil
Prefer
Partne
IFE
Social
Media
ROP
Alerts +
Advisories
Ad Sales
Media
Relations
Domestic
Flights
sorships
Business
Travel
Group
Travel
Merch
Ancillary
Products
New
Routes
Other
Content
Other
Content
John Sri Martha LeilaMo Curtis Ali
Selena Soraya Jon
Farnsworth Caleb Musangi Buck Pete
ContracQ A UX Project
Mgmt.
DesignTech Copy
#confabmn | #csat30kft| @hawkt
Lock in on the routes.
OOOOOOO
OOOOOOO
OOOOOOO
OOOOOOO
New
Routes
Other
Content
Other
Content
Marketing Loyalty
Int’l
Travel
Corporate
Affairs
Customer
Service
Mobil
Prefer
Partne
IFE
Cargo
Social
Media
ROP
Alerts +
Advisories
Ad Sales
Media
Relations
Domestic
Flights
Investor
Relations
Charter
Services
sorships
Business
Travel
Group
Travel
CareersTraining
Merch
Ancillary
Products
Legal
John Sri Martha LeilaMo Curtis Ali
Selena Soraya Jon
Farnsworth Caleb Musangi Buck Pete
ContracQ A UX Project
Mgmt.
DesignTech Copy
#confabmn | #csat30kft| @hawkt
Anticipate delays.
OOOOOOO
OOOOOOO
OOOOOOO
OOOOOOO
New
Routes
Other
Content
Other
Content
Marketing Loyalty
Int’l
Travel
Corporate
Affairs
Customer
Service
Mobil
Prefer
Partne
IFE
Cargo
Social
Media
ROP
Alerts +
Advisories
Ad Sales
Media
Relations
Domestic
Flights
Investor
Relations
Charter
Services
sorships
Business
Travel
Group
Travel
CareersTraining
Merch
Ancillary
Products
Legal
John Sri Martha LeilaMo Curtis Ali
Selena Soraya Jon
Farnsworth Caleb Musangi Buck Pete
ContracQ A UX Project
Mgmt.
DesignTech Copy
#confabmn | #csat30kft| @hawkt
Redirect when necessary.
Photo:Kicki Holmén (flickr / CC)
It helps keep the planes running on time.
#confabmn | #csat30kft| @hawkt
Runway.
#confabmn | #csat30kft| @hawkt
Photo: Wikipedia
No offense, but you’re just one content strategist.
#confabmn | #csat30kft| @hawkt
Ooo
o
OOOOOOO
OOOOOOO
OOOOOOO
OOOOOOO
Content Content Content
Marketing Loyalty
Int’l
Travel
Corporate
Affairs
Customer
Service
Mobil
Prefer
Partne
IFE
Cargo
Social
Media
ROP
Alerts +
Advisories
Ad Sales
Media
Relations
Domestic
Flights
Investor
Relations
Charter
Services
sorships
ContracQ A UX Project
Mgmt.
DesignTech
Business
Travel
Group
Travel
CareersTraining
Merch
Copy
Ancillary
Products
Legal
John Sri Martha LeilaMo Curtis Ali
SelenaJR Soraya Jon
Don Farnsworth Caleb MusangiAly Buck Pete
Aloysius Kaisar Rishi AngelaBud Winston Gordo
John Sri Martha LeilaMo Curtis Ali
#confabmn | #csat30kft| @hawkt
You’re up against a lot of content.
Photo: Wikipedia
And we’re talking *big* chunks here.
#confabmn | #csat30kft| @hawkt
Photo: Wikipedia
How best to manage them?
#confabmn | #csat30kft| @hawkt
Photo: Wikipedia
Think like a marshaller.
#confabmn | #csat30kft| @hawkt
Orchestrated
Content
Research
User research
Consumer insights
Search analysis
Strategy
Messaging
Channel presence
Content governance
Creation
Copywriting
Video production
Graphic design
Distribution
Strategic partners
SEO + SEM
Community building
Management
WCM
Editorial process
Workflow
Measurement
Metrics
Optimization
KPIs
Courtesy of Rachel Lovinger
Orchestrate the proceedings.
#confabmn | #csat30kft| @hawkt
Keep your shared goals top of mind.
#confabmn | #csat30kft| @hawkt
1
2
3
Existing
site
New
sitemap
Existing
site
New
wireframes
UX
reviews
Design
style guide
Comps /
prototype
New site
pages
Align your content strategy tools with these goals.
#confabmn | #csat30kft| @hawkt
1
2
3
Existing
site
New
sitemap
Existing
site
New
wireframes
UX
reviews
Design
style guide
Comps /
prototype
New site
pages
A
B
C
Content
inventory
Content
audit
Content
model
Content
matrix
Gap
analysis
Editorial
style guide
Editorial
calendar
Copy
decks
Direct traffic through checkpoints as necessary.
#confabmn | #csat30kft| @hawkt
1
2
3
Existing
site
New
sitemap
Existing
site
New
wireframes
UX
reviews
Design
style guide
Comps /
prototype
New site
pages
A
B
C
Content
inventory
Content
audit
Content
model
Content
matrix
Gap
analysis
Editorial
style guide
Editorial
calendar
Copy
decks
Your Client
Leverage tools that can remove obstacles.
#confabmn | #csat30kft| @hawkt
A
B
C
Content
inventory
Content
audit
Content
model
Content
matrix
Gap
analysis
Editorial
style guide
Editorial
calendar
Copy
decks
Do your best to clear the runway of challenges.
#confabmn | #csat30kft| @hawkt
Your Client
Photo: Wikipedia
Take each new challenge in stride.
#confabmn | #csat30kft| @hawkt
Photo: Wikipedia
Even if you’ve never seen it on the runway before.
#confabmn | #csat30kft| @hawkt
Airborne.
#confabmn | #csat30kft| @hawkt
© 2012 Paramount Pictures.
Sure, the airline industry can be challenging...
#confabmn | #csat30kft| @hawkt
© 2012 Paramount Pictures.
...but ya gotta straighten up and fly right.
#confabmn | #csat30kft| @hawkt
Photo:National Archives
Think like a pilot.
#confabmn | #csat30kft| @hawkt
Get to know how everything works together.
#confabmn | #csat30kft| @hawkt
External Referrals
Browser Tier
Web Tier
Middle Tier
Services Tier
Enterprise Tier
Reservation System
Photo:National Archives
Make decisions based on this knowledge.
#confabmn | #csat30kft| @hawkt
External Referrals
Browser Tier
Web Tier
Middle Tier
Services Tier
Enterprise Tier
Reservation System
YOU ARE HERE
Photo:National Archives
Make recommendations based on this knowledge.
#confabmn | #csat30kft| @hawkt
Web Tier
Static Content Dynamic Content
Photo:National Archives
And this.
#confabmn | #csat30kft| @hawkt
Web Tier
HTML JSP
Photo:National Archives
And this.
#confabmn | #csat30kft| @hawkt
Web Tier
Marketing Tech
Photo:National Archives
And THIS.
#confabmn | #csat30kft| @hawkt
Web Tier
2-3 days to publish 2-3 months to publish
Photo:National Archives
Institute consistent standards for all content types.
#confabmn | #csat30kft| @hawkt
Web Tier
Static Content Dynamic Content
Your Content Stardards
Photo:National Archives
You’ll get further that way.
#confabmn | #csat30kft| @hawkt
Turbulence.
#confabmn | #csat30kft| @hawkt
Courtesy of The Asylum.
Trust me, things are going to get a little bumpy.
#confabmn | #csat30kft| @hawkt
Discrepancies create disconnects.
#confabmn | #csat30kft| @hawkt
Courtesy of The Asylum.
Separate publishing processes lead to bottlenecks.
#confabmn | #csat30kft| @hawkt
Courtesy of The Asylum.
Inefficient workflows produce inconsistencies.
#confabmn | #csat30kft| @hawkt
Courtesy of The Asylum.
Custom implementations add layers of complexity.
#confabmn | #csat30kft| @hawkt
Courtesy of The Asylum.
What’s a good way to deal with these issues?
#confabmn | #csat30kft| @hawkt
Courtesy of The Asylum.
Photo: Peter Burge (flickr / CC)
Think like an attendant.
#confabmn | #csat30kft| @hawkt
OOOOOOO
OOOOOOO
OOOOOOO
OOOOOOO
Content Content Content
Marketing Loyalty
Int’l
Travel
Corporate
Affairs
Customer
Service
Mobil
Prefer
Partne
IFE
Cargo
Social
Media
ROP
Alerts +
Advisories
Ad Sales
Media
Relations
Domestic
Flights
Investor
Relations
Charter
Services
sorships
ContracQ A UX Project
Mgmt.
DesignTech
Business
Travel
Group
Travel
CareersTraining
Merch
Copy
Ancillary
Products
Legal
John Sri Martha LeilaMo Curtis Ali
SelenaJR Soraya Jon
Don Farnsworth Caleb MusangiAly Buck Pete
Aloysius Kaisar Rishi AngelaBud Winston Gordo
John Sri Martha LeilaMo Curtis Ali
Empower your client’s content team.
#confabmn | #csat30kft| @hawkt
Photo: Peter Burge (flickr / CC)
Create tools that suit their needs, not yours.
#confabmn | #csat30kft| @hawkt
A
B
C
Content
inventory
Content
audit
Content
model
Content
matrix
Gap
analysis
Editorial
style guide
Editorial
calendar
Copy
decks
Photo:Kecko (flickr / CC)
Help establish processes that make their lives easier.
#confabmn | #csat30kft| @hawkt
1
2
3
Existing
site
New
sitemap
Existing
site
New
wireframes
UX
reviews
Design
style guide
Comps /
prototype
New site
pages
A
B
C
Content
inventory
Content
audit
Content
model
Content
matrix
Gap
analysis
Editorial
style guide
Editorial
calendar
Copy
decks
Your Client
Shoutout: Akbar Bhaidani
Measure their success (it’s yours too).
#confabmn | #csat30kft| @hawkt
Customer-facing metrics Internal metrics
• Page views
• Time on site
• Bounce rate
• Exit rate
• Search rankings
• Back links created
• Efficiency metrics - ongoing and one-time content
- Time/cost to create content
- Time/cost to deploy content
- Time/cost to test content
• Satisfaction metrics
- Ratio of WCM users to non-users
- Ratio of static to dynamic content
- WCM system NPS
• Performance metrics
- Content accuracy - number of edits
- Content reuse – number of pages used
- Avg. number of channels per content asset
Stabilizing.
#confabmn | #csat30kft| @hawkt
Photo: Associated Press.
The pilot usually gets the glory.
#confabmn | #csat30kft| @hawkt
Photo:Chris Walter (Wire Images)
But most can’t make it happen alone.
#confabmn | #csat30kft| @hawkt
Photo:Kecko (flickr / CC)
Think like a copilot.
#confabmn | #csat30kft| @hawkt
Photo:Kecko (flickr / CC)
Monitor progress closely.
#confabmn | #csat30kft| @hawkt
Photo:Kecko (flickr / CC)
Communicate (but don’t overcommunicate).
#confabmn | #csat30kft| @hawkt
OOOOOOO
OOOOOOO
OOOOOOO
oo
o o o o oo o o o
o o o o o o o o o oo oo o
o o o o o o o o o oo oo o
o o o o o o o o o oo oo o
OOOOOOOo o o o o o o o o oo oo o
o o o o
Photo:Kecko (flickr / CC)
Always be ready to assume responsibility.
#confabmn | #csat30kft| @hawkt
Landing.
Ever tried to land a plane on the head of a pin?
#confabmn | #csat30kft| @hawkt
$0.15B
$143.3B
That’s kinda the situation airlines are in today.
#confabmn | #csat30kft| @hawkt
$0.15B
$143.3B
Given the circumstances, they’re doing pretty well.
Source: Forrester, 2014.
#confabmn | #csat30kft| @hawkt
And they’re investing in good content, which helps.
Source: Forrester, 2014.
#confabmn | #csat30kft| @hawkt
You can help by doing what you do best.
Source: Forrester, 2014.
#confabmn | #csat30kft| @hawkt
A
B
C
Content
inventory
Content
audit
Content
model
Content
matrix
Gap
analysis
Editorial
style guide
Editorial
calendar
Copy
decks
Also by thinking about things from the airline’s POV.
#confabmn | #csat30kft| @hawkt
Because you know what they say:
Photo: ZeroOne (flickr / CC)
#confabmn | #csat30kft| @hawkt
“As goes the content, so goes the experience.”
Photo: ZeroOne (flickr / CC)
#confabmn | #csat30kft| @hawkt
Thanks.
#confabmn | #csat30kft| @hawkt

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