The Accidental Content Strategist (Gnostyx)
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Transcript of The Accidental Content Strategist (Gnostyx)
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Copyright © Joe Gollner 2012
The Accidental
Content Strategist Joe Gollner
Gnostyx Research Inc.
www.gollner.ca
@joegollner
Content Strategy Workshop
Portland 2012
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Key Ideas
@joegollner
The Content Philosopher
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A Global Economy calls for
Continuous
process improvement
Maximized automation
Dynamically tailored products
Localized delivery & support
Reconfigurable supply chains
This Demands
Standardized parts
Flexible & dynamic assembly
for products, services & content
The Intelligent Content Imperative
Only Intelligent Content
has a future in this world
Peter F. Drucker
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XML Behind the Scenes
Extensible Markup Language
World Wide Web Consortium (W3C) Recommendation
A simplification of ISO8879 Standard Generalized
Markup Language (SGML) to enable portable web data
Massively influential on
• Technology interoperability
• Electronic data interchange
• Supply chain automation
• Internet commerce
• Social media integration
• eBook publishing
• Responsive web design…
Absolutely Central to the Nature of Intelligent Content
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The Fundamental Content Archetype
Content is potential information
Content is an asset
the needs to be managed
& reused efficiently
Information is an action
that needs to be
performed effectively
Creating information
experiences from content
is called publishing
CONTENT
INFORMATION
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Marketing Content for a
major automobile makers
Discrepancies with
technical content led to
the manufacturer buying
cars back
External Processes encounter Reality
Karl Jung
1875 – 1961
Focused on the observable
patterns of behaviour
& cultural frameworks
Marketing Content
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Internal Processes encounter the World
Parliament of Canada Public Access
Great technical solution & content
Then the politicians
wanted to curtail openness…
Sigmund Freud
1856 – 1939
Looking into the deep
sources from which
our personae emanate
Technical Content
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Good Content Runs Deep
The external
and the internal
must be held in
balance
Technical content
and marketing content
must be aligned
No matter which side
we start on,
we must venture onto
the other side
Always more than
we bargained for… We are all Accidental Content Strategists
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The Intelligent Content Lifecycle Model
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Intelligent Content Lifecycle Model: Basics
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Content Acquisition
Creating or converting content to
establish the potential to deliver
effective information
Content Delivery
Publishing information products
Adapting products to
each user’s unique needs
Intelligent Content Lifecycle Components
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Intelligent Content Lifecycle Components
Content Management
Formalizing content process activities
Facilitating user tasks
Content Engagement
Incorporating user content contributions
Tapping into Social Media
to build engagement
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Where do we start? A Content Strategy
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Intelligent Content Strategy Map
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Measuring Content Productivity
Returns was
previously
called “Profitability”
& Costs was called
“Affordability”.
Profitability was
problematic….
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Intelligent Content Strategy Map: As Is
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Intelligent Content Strategy Map: To Be
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Intelligent Content Strategy Map: Phases
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What Matters is our Plan
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The Full Intelligent Content Lifecycle Model
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Next Steps
Put your
Content
Strategy into
Action
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The Lessons of Galileo
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Making Connections
Joe Gollner
Gnostyx Research Inc.
www.gnostyx.com
Twitter: @joegollner
Blog: The Content Philosopher
www.gollner.ca