Messages your manager needs to hear about content
@nozurbina #soapkrk
urbinaconsulting.com/about-you
And how to deliver them
@nozurbina Me (Noz Urbina) Content strategist
Consultant/trainer
Author
Futurist
(Translator)
urbinaconsulting.com/about-you
@nozurbina Me (Noz Urbina) Content strategist Consultant/trainer Author Futurist
urbinaconsulting.com
Content Strategy!! WooOoo!
Content Strategy! WooOoo!
@nozurbina
Image: http://www.flickr.com/photos/aigle_dore/
But before you leap off something…
@nozurbina Perspective Stop to look around. Think about others.
flickr.com/photos/nasawebbtelescope/5556216838 flickr.com/photos/dbnunley/10027759633 flickr.com/photos/mhrbcn/14701198175
We are (or should be) good at “What do they need?”
@nozurbina But then we tell management…
XML-compliant CCMS that supports XLIFF to cut down on DTP and ‘cuz of STANDARDS!
I want to buy a DITA
MESSAGES For you and for them
“Content supports what you’re already doing” “The world is going omnichannel” “Today’s users expect content to come to them” “We can’t keep up” “There is no one system to rule them all” “Content impacts the ux”
@nozurbina
“Content supports what you’re already doing”
@nozurbina For you
• Look at their perspective – What keeps them up?
• Talk to your colleagues • What about the money?
• Content strategy supports business strategy with content – Process, technology,
governance
For them
Presentation: How to reach those who control the power and the purse strings
______’s (Content) Strategy Corporate Strategy • Be most innovative provider of
solutions into key markets: – Market 1
– Market 2 – Market 3
Content Strategy • Treat information as a business
asset – “Innovative”: knowledge
that’s easily shared & accessed
– “Solution”: content integrated into product offering
@nozurbina Audience / benefits / needs
Your idea
Quality (QM) •Errata Sheet Process •Doc Guidelines •Process alignment •…
Legal & Patent •Trademarks •Disclaimer •IP Protection •…
Communication •Corporate Design •Document distribution (e.g. via Internet) •…
Sales & Marketing •Document release •Requirement capturing •Localization •…
R&D •Document creation •Design automation •Tool support service •Template service •…
IT •Tool evaluation •Tool implementation •Process / Tool support •…
@nozurbina
Org
Users You
@nozurbina
“The world is going omnichannel”
@nozurbina
“The world is going omnichannel”
UX puzzle
pieces
@nozurbina
The puzzle
@nozurbina
Hi! Check it out!
@nozurbina
Hi! Check it out!
@nozurbina
Hi! Check it out!
@nozurbina
But…
@nozurbina
Sceptical baby user
says: Is it really
that simple?
@nozurbina
90% of participants
Multiscreening
Google Multiscreening Report, 2012
@nozurbina
Hi! Check it out!
@nozurbina
Hi! Check it out!
@nozurbina
Omnichannel is customer-centric
@nozurbina
“Today’s users expect content to come to them”
@nozurbina
• The first great age of metadata is upon us!
• As vital as content
• Needs time
• Find, format, filter, validate, translate, syndicate – and push
• It’s beyond social media, it’s a trend of general expectations
• Metadata is the key to personalisation
• We need to add extra information…
• so that machines can read the content…
• and do more intelligent things with it
• If we don’t make our content machine-friendly, we will not be able to do what you want
For you For them
@nozurbina
“What time does the ASDA in Sutton close?”
Today’s content solutions are not passive
They are (pro)active systems that deliver the right dose of information to the right person
(by leveraging metadata)
Store.xml Store.html Model of Store Topic
Create XML
Specific answer
Persistent metadata!
Index (Engine)
Your tools or 3rd
Party, e.g. Google
Transform
Map to Schema.org
metadata
bit.ly/Meta-Webinar
@nozurbina
Generated
Reality
@nozurbina Info Portal - Navigation CCMS
Digital Portal
User: “I need to _____ on a _____ at ______. What are
the _______ I need to know/follow?”
1 2 3 4
CRM
New!
New!
Favs
@nozurbina
“We can’t keep up”
@nozurbina
• There is no ‘save as great content’
• You don’t have to tackle legacy all at once – chop up the problem
• The market has changed • There is no ‘content ex
machina’
For you For them
@nozurbina
We’re in a world of constantly accelerating change
@nozurbina
How do you keep up?
@nozurbina
Organisational implementation
Mass user adoption
Keeping up
: (
The market continually produces new platforms faster and faster
:)
@nozurbina
How do you keep up?
@nozurbina
You don’t
39
@nozurbina
In an age of constantly accelerating change, a keep up strategy is a failure strategy
40
@nozurbina Mitigate risk
Solution timeline
When we should have
started planning
for it
When issue is
identified
Y1 Y2 Y3 Y4 Y5 Y6
When we want to
roll out a robust
solution
@nozurbina
“There is no one system to rule them all”
@nozurbina
• Your favourite tool might no longer be the right tool
• If your system doesn’t fully understand the metadata it can’t do smart things
• It’s more expensive and slower to use the wrong tools
• It’s smart business to evaluate our options – even if we have ______ (e.g. SharePoint)
For you For them
@nozurbina Architecture (Traditional/Imaginary)
Manage Serve & Transform
Create
Multichannel delivery
“The CMS” Personalised content
Prof
ile A
Prof
ile B
Prof
ile C
Prof
ile D
Same content
Everyone
???
Or far worse… a CMS per-output
@nozurbina Architecture (Modern)
Manage Serve & Transform
Create
Specialised processors
/ API / Portals
CCMS Authoring Tool(s)
Omnichannel delivery
Personalised content
Prof
ile A
Prof
ile B
Prof
ile C
Prof
ile D
Same content
Everyone
???
WCMS
Publish & Measure
CRM
@nozurbina
“Content impacts the UX”
@nozurbina
• [Show them] Your value isn’t measured in pages or manuals
• Our customers want to talk to one business
• Your content is a brand ambassador
• Reposition content from a ‘need to have’ to ‘want to have’
• WARNING: Your manager may be actively incentivised against this way of thinking
For you For them
@nozurbina
The stuff you got after the sale, is now driving the sale @gerrymcgovern
@nozurbina Buying and Using a TV
MODELS TERMS
No. Size Model Manual in Top
4? Position 1 Position 2 Position 3 Position 4 1 24inch kdl24ex320bu 1 review manual 24 inch dimensons 2 kdl24ex320wu 1 24-inch review manual vesa 3 kdl24ex320 1 review manual led white 4 26inch kdl26ex320 1 review white manual bravia 5 kdl26ex320bu 1 review 26-inch manual dimensions 6 32inch KDL32bx320 1 review manual specs review cnet 7 KDL32cx520 1 review price price in india manual 8 KDL32cx523 1 review manual 32 price 9 KDL32cx520bu 1 review 32-inch 32 lcd tv manual
10 37inch kdl37ex723bu 0 review dimensions john lewis 11 kdl37ex723 1 review manual bravia review 12 kdl37ex503 1 review manual best price 37 13 40inch KDL40cx520 1 review specs price manual 14 KDL40ex520 1 review price price in india manual 15 KDL40bx420 1 review specifications review cnet manual 16 KDL40ex720 0 review price cnet price in india 17 46inch KDL46ex720 1 review manual specs price 18 KDL46ex500 1 review manual specs 46-inch 120hz lcd 19 KDL46ex723 1 review manual price calibration 20 KDL46ex520 0 review price 46 led tv dimensons 21 55inch KDL55ex720 1 review specs manual price 22 KDL55ex500 1 review manual 55 specs 23 KDL55nx810 1 review manual price calibration 24 KDL55nx720 0 review price review cnet 55
Data! Yay!
@nozurbina Keyword Breakdown
@nozurbina “Post-sales” 60% of prospects used what would usually be called “post-sales documentation” material as part of their sales cycle.
– IBM’s James Mathewson, former Editor-in-Chief of ibm.com, now head of search strategies
@nozurbina B2B
http://bit.ly/nu-acrweb
70% of our customers say their clients are going online to consume “after sales” materials to research purchases – Chip Gettinger, SDL
@nozurbina
@nozurbina
After sale, your primary point of engagement with your customers is the product itself @RayGallon
Memory trumps experience
…what we get to keep from our experiences is a story.
What defines a story are changes, significant moments and endings.
Endings are very, very important.
The remembering self is a storyteller
56
MESSAGES For you and for them
“Content supports what you’re already doing” “The world is going omnichannel” “Today’s users expect content to come to them” “We can’t keep up” “There is no one system to rule them all” “Content impacts the ux”
@nozurbina
For you: “A few good soldiers doesn’t win a battle” Adapt these lessons to your situation. Gather input from your peers. Be selfless.
@nozurbina
Don’t hitch your wagon to a dinosaur
Portland, OR, USA LavaCon Oct 12 Copenhagen, Denmark Napatech Nov 24-25 (2 days) Boston, USA Gilbane Dec 2 Your offices…? bit.ly/uc-events
WORKSHOP Adaptive content modelling
for omnichannel UX
Dziękuję! (Q&A?)
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