Today, business is digital. That makes content critical. Content now represents nearly a third of marketing budgets alone (Content Marketing Institute), and that proportion will only increase. Content also is the substance of most digital media products and digital channel communications. So, you might have enjoyed some success with implementing a content strategy for a single product, channel, or marketing campaign. Now, imagine repeating that success. How do you make your content strategy scale across products, brands, channels, markets and more? It's a question that often brings up many, many, MANY more questions for midsize and enterprise organizations. This session will help you answer them with a practical vision and 3 useful principles to scale your content strategy. This presentation was given at Content Strategy Applied USA on November 17-18, 2014

1. Colleen Jones, @leenjones
Scalable Content Strategy
from Nice Thought to Viable Vision

2. 2
Promising Pilot Scalable Success

3. 3
Promising Pilot Scalable Success
36% Increase in Weekly Sales

4. The 2 Es of Scalable Content Strategy
valuatione

5. WHAT IS
CONTENT
EVALUATION?
It’s a constant, ongoing
assessment of whether
your content is working
and why.
5

6. GREAT EXPECTATIONS FOR CONTENT

7. • 11% of mobile users
entered through photo
pages.
• 60% of users bounced.
WHY?

8. WHAT’S
WRONG
WITH THIS
CONTENT?

9. WHAT’S YOUR BIGGEST
FRUSTRATION WITH
EVALUATING CONTENT?

10. 10
FIND TOOLS TO AUTOMATE
THE GRUNT WORK
Tool Gap Assessment
!
contentwrx.com/content-evaluation

11. 11
Content
Evaluation
Framework
3 PILLARS OF
SMALL DATA
SUCCESS

12. 12
actionable
content
intelligence
contentwrx.com

13. The 2 Es of Scalable Content Strategy
ngineeringevaluation

14. WHAT IS
CONTENT
ENGINEERING?
It’s planning the
technology to deliver
the right content.
14
CONTENT
PEOPLE
TIME
CHANNEL

15. ENGINEERING PERSONALIZATION

16. 16

17. ENGINEERING PERSONALIZATION?
CONSIDER ACROSS CHANNELS…
What are the OPPORTUNE MOMENTS
to personalize?
17

18. OPPORTUNE MOMENT
for personalization
Post Purchase Email
Product
Tips
Related
products
Related
condi:on

19. ENGINGEERING PERSONALIZATION?
CONSIDER ACROSS CHANNELS…
What are the OPPORTUNE MOMENTS
to personalize?
Is your content ARCHITECTED to reuse in
those opportune moments?
19

20. ARCHITECTING CONTENT FOR OMNICHANNEL REUSE
20
PRODUCT
DESCRIPTION
WEB + OFFICE
COLLATERAL
SEARCH RESULTS
PERSONALIZED
NEWSROOM UPDATE
CUSTOMER WEB PAGE
PERSONALIZED
EMAIL NOTICES
FINANCIAL ADVISOR
WEB PAGE

21. IS YOUR CONTENT ARCHITECTED FOR THE FUTURE?

22. QUESTIONS?
Colleen Jones
@leenjones