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1© 2011 SapientNitro | a division of Sapient Corporation
Content DiscoveryKEVI N P NICHOLS , DIRECTOR AND GLOBAL LEAD OF CONTENT STRATEGY @ SAPIENTNITRO
© 2011 SapientNitro | a division of Sapient Corporation
2© 2011 SapientNitro | a division of Sapient Corporation
Today’s Agenda
1. Introduction2. What is Content3. Define Content Strategy4. Discovery Phase5. Content Inventory6. Content Audit7. Content Audit Report8. Questions and Feedback
3© 2011 SapientNitro | a division of Sapient Corporation
1. Introduction
4© 2011 SapientNitro | a division of Sapient Corporation
About Kevin
1. Heads up Content Strategy for SapientNitro – Director and Global Lead, Content Strategy, SapientNitro
2. 18 Years in digital and interactive3.
Has rolled-out content solutions for dozens of fortune 100 companies
5© 2011 SapientNitro | a division of Sapient Corporation
About SapientNitro
6© 2011 SapientNitro | a division of Sapient Corporation
2. What is content?
7© 2011 SapientNitro | a division of Sapient Corporation
What is Content?
Source: http://americanhistory.si.edu/cobol/COBOL002-800.jpg
Content always communicates but not all communication is content.
8© 2011 SapientNitro | a division of Sapient Corporation
What is Content?
Content is the communication recorded on some type of physical asset.
Image Source: http://dese.mo.gov/moheritage/images/WeShallOvercome/WeShallOvercome87.jpg
9© 2011 SapientNitro | a division of Sapient Corporation
What is Content?
&
Content has a creator and a consumer.
1st Image Source: http://www.nist.gov/public_affairs/releases/images/marden_seac_LR.jpg2nd Image Source Image Source: http://www.americaslibrary.gov/assets/jb/modern/jb_modern_tvkid_1_m.jpg
10© 2011 SapientNitro | a division of Sapient Corporation
What is Content?
Content is recorded as a physical asset that communicates an idea and can theoretically be seen, heard or viewed for future use.
Image Source: http://sirismm.si.edu/siahistory/imagedb/2002-10638.jpg
11© 2011 SapientNitro | a division of Sapient Corporation
Bringing it home….
Image Source: http://www.nasa.gov/centers/ames/multimedia/images/2010/iotw/reeves.html
In the digital world, content is an experience created by someone and recorded and stored electronically, either to be shared or not shared with others.
12© 2011 SapientNitro | a division of Sapient Corporation
Attributes of Content
It’s a brand AND business asset with tangible and measurable ROI.
13© 2011 SapientNitro | a division of Sapient Corporation
Attributes of Content
It’s the ‘life-force’ of a brand AND all content IS brand content.
Trust with
Brand
Customer
ContentProductOr Service
14© 2011 SapientNitro | a division of Sapient Corporation
Attributes of Content
It’s an investment; without content, brands don’t make money. Period.
15© 2011 SapientNitro | a division of Sapient Corporation
Attributes of Content
Content = Success
16© 2011 SapientNitro | a division of Sapient Corporation
2. Content Strategy at SapientNitro
17© 2011 SapientNitro | a division of Sapient Corporation
Content Strategy @ SapientNitro
Content Strategy Defined:Getting the Right Content to the Right User at the Right Time.
18© 2011 SapientNitro | a division of Sapient Corporation
Getting the Right Content to the Right User at the Right Time.
Content Experience Content Delivery Content Governance
Content Strategy @ SapientNitro
19© 2011 SapientNitro | a division of Sapient Corporation
Defines the overall experience for the end-user, such as:
What content is on a Website or a mobile site?
What content is required to support a customer call center?
What content is on a product’s package?
Answers the question: What content do we need to create a quality,
meaningful and relevant experience?
Content Experience
Content Strategy @ SapientNitro
20© 2011 SapientNitro | a division of Sapient Corporation
DEFINE GOVERNANCE MODEL
We’ve pioneered a proven approach to a closed-loop content strategy that provides a flexible framework for achieving content success. Building from this approach, which incorporates industry best practices, we have tailored a process to fit the unique needs, goals, and focus areas for any type of project involving content..
• Audit content• Conduct stakeholder interviews/surveys• Analyze and validate content ecosystem
(sites, channels, social, partners)• Analyze competitors’ content experience
• Set objectives• Define measurement plan• Determine accountability• Create content recommendations• Define governance strategy
• Plan experience and content• Define new workflows• Prepare staffing recommendations• Prepare metadata strategy• Develop taxonomies• Develop editorial guidelines• Design content model• Develop content production/migration plan• Draft editorial calendar
• Create assets and copy• Input into CMS• Review and test• Implement governance
model and workflows• Finalize editorial
calendar
• Deploy content and application changes
• Use analytics to determine areas of success and failure
• Plan periodic audits• Adhere to editorial
calendar
Content Strategy @ SapientNitro
STEP 1: ASSESS
STEP 2: PLAN
STEP 3: DESIGN
STEP 4: CREATE
STEP 5: MAINTAIN & OPTIMIZE
Content Delivery
21© 2011 SapientNitro | a division of Sapient Corporation
Answers the following question: What are the operational processes and
mechanisms required to ensure continued success?
Defines a model to support, maintain and evolve the content ecosystem.
Governs: Content experience, it’s delivery and the
tools, processes, and systems to support it.
Content Governance
Content Strategy @ SapientNitro
22© 2011 SapientNitro | a division of Sapient Corporation
CS @ SapientNitro
Discover/Define Design Implementation
Content Assessment• Content Inventory• Competitive Assessment• Content Audit
Content Strategy POV – Future State Recommendations (the ‘strategy’ in content strategy)• Requirements• Recommendations• Conceptual content model• Translation & Localization• Metadata & Tagging• Maintenance
Content Model
Content Matrix
Content Inputs into IA
Content Lifecycle Workflows
Metadata & XML Definition
Taxonomy
Metrics Definition to Measure Success
Schema-Component-Template Map
Governance Model
Editorial Calendar
Editorial Guide/Content Style Guide• Voice & Tone Definition• Usage Guidelines• Authoring Guidelines• Writing for SEO
Copy Deck Template
Migration Plan• Content Entry• Resource Planning
Content Production Plan
Content Lifecycle and Tool roll-out
23© 2011 SapientNitro | a division of Sapient Corporation
4. Discovery Phase
24© 2011 SapientNitro | a division of Sapient Corporation
Discovery Phase
Discover/Define Design Implementation
Content Assessment• Content Inventory• Competitive Assessment• Content Audit
Content Strategy POV – Future State Recommendations (the ‘strategy’ in content strategy)• Requirements• Recommendations• Conceptual content model• Translation & Localization• Metadata & Tagging• Maintenance
CMS Content Model
Content Matrix
Content inputs into IA
CMS Workflows
Taxonomy
Schema-Component-Template Map
Governance Model• Editorial workflows• Processes• Staffing plan• Business Org Structure
Editorial Calendar
Editorial Guide• Voice & Tone Definition• Usage Guidelines• Authoring Guidelines• Writing for SEO
Copy Deck Template
Migration Plan• Content Entry• Resource Planning
Content Production Plan
25© 2011 SapientNitro | a division of Sapient Corporation
Discovery Phase - Purpose
Understand the current-state content ecosystem to frame the future-state ecosystem:
For content experience; For content delivery; and, For content governance.
Recommend a high-level future-state model.
Goal: Gain enough understanding of content eco-system to kick-off design phase.
26© 2011 SapientNitro | a division of Sapient Corporation
Discovery Phase – Role in Content Strategy
Arguably the MOST important phase in content strategy work because it frames what is necessary to define the future state solution.
Is the time and opportunity for you to get to know the content ecosystem. Without this understanding your solution will have holes / issues.
To cut corners in this phase is not only risky, it’s irresponsible.
27© 2011 SapientNitro | a division of Sapient Corporation
Discovery Phase – Deliverables
Current-state assessment of content ecosystem: Content Inventory – quantitative assessment of content and its
properties. Content Audit – qualitative assessment of content ecosystem
(should not just include the content itself). Requires analysis of content AND how its lifecycle, including the input from stakeholders (stakeholder interviews).
Audit Report with findings, gaps and issues analysis and future-state recommendations:
Audit Findings; Future-state recommendations (tie these to issues uncovered);
and, High-level roadmap for future-state.
28© 2011 SapientNitro | a division of Sapient Corporation
Discovery Phase – Going into Discovery; Inputs
Know the project parameters – why are you doing it? These should come from a project brief or SOW.
If you don’t have a project brief and need to uncover this information, review SOW and ensure alignment with project stakeholder / owner.
If no SOW exists, ensure alignment on the project with key stakeholders at a high-level: answer questions such as why we are doing this and what is the high-level scope (just a website? Mobile? All digital properties, etc..)?
Come up with a preliminary team that represents the various stakeholders at play—include technology, marketing, communications, SEO, analytics, business leads, etc..
Know who controls the budget and the project’s primary stakeholders, understand each of their unique drivers to justify difficult or politically-charged decisions against these drives.
29© 2011 SapientNitro | a division of Sapient Corporation
Discovery Phase – Going into Discovery; Inputs
Authoring standards Creative or content briefs
Authoring templates or copy decksEditorial schedules or calendars with campaigns, new product introductions, or any significant milestones within the content production process
Branding guides Market rollout matrixes
CMS design documents, such as content models Marketing and business objectivesCMS/DMS or asset management system documentation
Metrics used to measure content or operational efficiency of publishing or data management
Competitive analysis Publication plans
Content inventories and audits Publication processes and rulesContent lifecycle diagrams and/or processes with actors
SEO strategy
Content matrixes Taxonomy and metadata standards or schemas
Content or copy style guides Technological standards or constraints
Content strategy point of view Users or audience segments and personas
Request the following deliverables, although many maybe unavailable.
Source: Taken from Kevin P Nichols’ forthcoming: Enterprise Content Strategy (ECS): The Practitioner’s Guide.
30© 2011 SapientNitro | a division of Sapient Corporation
Discovery Phase – Outputs
A snapshot of the volume, accuracy, relevance, quality, timeliness, usability, and find-ability of content.
Content lifecycle/production workflows of current-state. Issues, gaps, and redundancies with the content itself and
content lifecycle processes. Systems and integration points. Understanding of how competitors treat content and content
organization. Consumers or users who interact with the content. Business logic or rules for content intelligence. Content organization, including taxonomies and metadata
schemas.
31© 2011 SapientNitro | a division of Sapient Corporation
5. Content Inventory
32© 2011 SapientNitro | a division of Sapient Corporation
Discovery Phase – Content Inventory
Purpose Documents the volume of current state content ecosystem in
terms of type, volume and scope. Is critical to understand the content landscape. Is critical for any type of content migration. Requires manual AND system approach.
Goal Gain understanding of all the types of content represented in
the current state, including any relevant properties about that content.
Define and identify any gaps, issues or pain-points associated with the content (requires understanding competitive and/or best in class digital sites).
–
33© 2011 SapientNitro | a division of Sapient Corporation
Discovery Phase – Content Inventory – How to do it?
Start with a template that captures the information you need—use Excel.
Know why are you doing this work: Is it a new Website? A new mobile site? How many digital properties must you survey? Why are you doing this project?
Define the level of detail required – which information must you capture?
If you don’t know, start with the first two levels of information. On a Website, this would be first two levels in navigation.
If a Web or mobile is being surveyed, use for a sitemap as starting point if available.
34© 2011 SapientNitro | a division of Sapient Corporation
Discovery Phase – Content Inventory – How to do it?
Have the Tech and BA teams validate which level of detail is required:
Do we need to inventory just to the page-level? Do we need to capture content types? Do we need to capture information at the object-level (module-
level) Do we need to capture assets? Do we need to capture metadata associated with the page?
Note: for new Websites, CMS implementations and large-scale sites, all of the above should most likely be captured.
Run a spider to determine which information is indexed (for web, mobile, etc.):
What the spider does not capture should ALSO be noted (non-indexed content).
Leverage the spider index to populate some fields in the template, but you should review these pages manually.
Ask for any existing inventories or audits, if in a CMS, have team generate a report of all published site(s).
–
35© 2011 SapientNitro | a division of Sapient Corporation
Discovery Phase – Content Inventory – How to do it?
Content inventory fields in the Content Audit/Inventory Template (2012 Version) template found at: http://www.kevinpnichols.com/enterprise_content_strategy/
36© 2011 SapientNitro | a division of Sapient Corporation
Discovery Phase – Content Inventory – How to do it?
As you complete the work, circulate it with the stakeholders who create or work with the content; have each indicate who owns which content and any necessary inputs/outputs or systems or data pulls.
Validate it with stakeholders and ensure you have received sign-off on the following:
All types of content within the line of business are captured; Each content type is prioritized; Any inputs or outputs per content type are adequately captured.
That is, what is required to create the content? What are the outputs? Use the inputs/outputs fields in the inventory spreadsheet to note this detail;
Any types of content that are missing or are known to be forthcoming (e.g., a future campaign or a new product launch); and,
Authors and sources for content.
37© 2011 SapientNitro | a division of Sapient Corporation
Group Exercise
Website X is doing a new design of their mobile and Websites. The scope is open but it includes the following:
A new mobile and Website redesign – with content migration and new content creation to support the design experience;
A new CMS implementation; Synergy between the digital properties; and, Localized, and international content.
Exercise: Break up into teams of 15 people. Use the Content Audit/Inventory Template (2012 Version) template
found at: http://www.kevinpnichols.com/enterprise_content_strategy/.
Determine which fields are required and begin to fill out inventory.
38© 2011 SapientNitro | a division of Sapient Corporation
6. Audit
39© 2011 SapientNitro | a division of Sapient Corporation
Discovery Phase – Audit
Purpose Captures the issues in the content-ecosystem. The ‘content audit’ is one aspect and assesses the efficacy,
richness, relevance, accessibility, measurability and optimization of the content experience.
Also includes an audit of the end-to-end content lifecycle and any organizational governance model(s).
Goal Gain an understanding of all strengths, weaknesses, gaps and
issues with the current-state content eco-system to frame the future state.
40© 2011 SapientNitro | a division of Sapient Corporation
Discovery Phase – Content Audit – How to do it?
Draw from the project brief, brand guide and any information known about the project to come up with a set of principles for evaluation. This includes reviewing competitive models.
Ensure that you know the criteria for evaluation (this content is rich because of X…).
Use the inventory and place additional columns in the spreadsheet to capture any issues or qualitative information about the content.
Survey existing comparable Websites or digital properties to see how competitors treat content. Use this as part of the evaluation process to determine where and how effective the content actually is.
Heuristic analysis can also prove useful, if using it, use a scorecard to score different criteria in evaluating the content.
Use stakeholder interviews to fill-in missing pieces of information.
41© 2011 SapientNitro | a division of Sapient Corporation
Discovery Phase – Content Audit – How to do it?
Content inventory fields in the Content Audit/Inventory Template (2012 Version) template found at: http://www.kevinpnichols.com/enterprise_content_strategy/
42© 2011 SapientNitro | a division of Sapient Corporation
Discovery Phase – Content Ecosystem Audit – How to do it?
Conduct stakeholder interviews to ensure a complete picture of the content ecosystem is understood.
This effort should be ongoing throughout the Discovery phase. Ensure all stakeholders that represent or deal with content are within
the interviews, these could include:
All Product Line or business line content owners Localization expertAsset Managers MarCom ManagerBrand Manager Marketing managerCMS Team Manager metadata specialistContent creators or authors Mobile specialist
Content management managers, Production (Video/Multimedia) Specialists
Content managers per business units, Regional content managers
Copywriterssearch engine optimization (SEO) experts,
CRM Managers taxonomists, International regional managers, Web Publishing and CMS ManagersLegal (Content reviewers for Legal/compliance teams) Note, a present member of the technology team, such as a technical architect and a business analyst should be in all key checkpoints and decision making meetings.
43© 2011 SapientNitro | a division of Sapient Corporation
Discovery Phase – Content Ecosystem Audit – How to do it?
Schedule two hours for each interview. Send out the protocol before the meeting and list out
any deliverables and/or examples you would like the interviewee to bring.
For CMS or systems folks, pre-empt the interviewee that you may want to see the CMS or system.
Set up Web-share for meetings if you are remote so that the interviewee can show you file or CMS structures.
Notify the participants if you plan to record them (as this is the law).
Ensure that the participants have access to Web share tools prior to the event, if conducting interviews remotely.
Ensure the interviewee is briefed on the nature of the project prior to the interview.
44© 2011 SapientNitro | a division of Sapient Corporation
Discovery Phase – Content Ecosystem Audit – How to do it?
Use Kevin P Nichols’ stakeholder interview protocol as a starting point found at: http://www.kevinpnichols.com/enterprise_content_strategy/
45© 2011 SapientNitro | a division of Sapient Corporation
Group Exercise
Break up into the same groups as you did for the previous exercise.
Go to Kevin’s website and download the stakeholder protocol interview (you already have the audit from downloading the content inventory doc):
http://www.kevinpnichols.com/enterprise_content_strategy/
Take the inventory and begin to fill-out the audit fields.
Review the protocol and determine which types of groups you might meet with and what you might ask them.
46© 2011 SapientNitro | a division of Sapient Corporation
7. Audit Report
47© 2011 SapientNitro | a division of Sapient Corporation
Discovery Phase – Audit Report
Purpose Roll-up all the findings from the current state assessment. Make recommendations for the design phase around content
types and features, content production and lifecycle, metadata and search, accessibility compliance, taxonomy development, and content governance.
This document becomes the design roadmap for content strategy.
Goal Convey a picture of the current state, any issues and position
the opportunities for the future state in a series of recommendations.
48© 2011 SapientNitro | a division of Sapient Corporation
Discovery Phase – Audit – How to do it?
Construct a document that captures gaps, issues and pain-points
Tie each issue to a future-state recommendation Example:
Issue: Accessibility is compromised because images do not use ALT text, which is also an SEO issue.
Recommendation:1. Ensure all images have ALT text.2. Ensure this content is worked into the copy decks for each area of content on the site.3. Ensure SEO keywords are leveraged for all ALT text.4. For any icon or button conveying an action to be taken by the user, use explicit language that
conveys what the user must do: “Search X Site.”5. Make ALT text for images a requirement for page publishing (all images require ALT text).
49© 2011 SapientNitro | a division of Sapient Corporation
Discovery Phase – Audit Report Sample TOC
Introduction—Scope of the audit, what it covers, and why it was completed, as well as the process used to conduct it (e.g., inventoried content, audited it, identified key issues, sought sign off, etc.)
Content Quality—Brand integrity Content Quality—Relevance, timeliness, and accuracy Content Quality—Richness and effective messaging Content Structure—How content is labelled, categorized, taxonomy,
etc. Content Prioritization —Content priorities per key pages (e.g.,
priorities on the homepage, key landing pages, etc.) Metadata and SEO Accessibility Compliance Metrics and Analytics Content Production and Content Lifecycle Findings—These should
document the workflow processes and any issues, gaps, and requirements for the future-state design
Website Content GovernanceSource: Taken from Kevin P Nichols’ forthcoming: Enterprise Content Strategy (ECS): The Practitioner’s Guide.
50© 2011 SapientNitro | a division of Sapient Corporation
Group Exercise
Talk through the issues we found on X Website and mobile site and what future state opportunities we have identified.
What did you learn from this exercise?
51© 2011 SapientNitro | a division of Sapient Corporation
7. Feedback and Contact info
52© 2011 SapientNitro | a division of Sapient Corporation
Questions
What did you want to learn that you still have questions about?
53© 2011 SapientNitro | a division of Sapient Corporation
Keep the conversation going.
EMAIL: [email protected] Kevinpnichols.com (personal thought leadership) SapientNitro.com
(SapientNitro’s Website). Twitter: @kpnichols LinkedIn: http://www.linkedin.com/pub/kevin-nichols/0/b50/160
SapientNitro: Content Strategy POV http://www.sapient.com/assets/ImageDownloader/1153/75807049_Cont
ent_Strategy.pdf
SapientNitro 2013 Insights (Trends and Analysis) POVhttp://
www.sapient.com/assets/ImageDownloader/1477/Insights2013Full.pdfI have an article in here entitled: The Future of Content Experience and
How to Design for it.
Also, please feel free to leave a comment on my personal Website if the templates are useful. Thank you!
54© 2011 SapientNitro | a division of Sapient Corporation