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You Mean You Don't Have to Start Over Every Time?

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Learning to work smarter, not harder, with content -- advice to marketing content folks from the technical content practice Is your typical approach to new marketing project to start from scratch? Are you under the gun to do more and more with less time and fewer resources? And are you feeling the pain of that “start from scratch” process considering the current demands on you and your time? This is your invitation to get a peek into the technical content practitioner’s playbook and learn some post-sales content secrets to apply to your pre-sales content projects. You might think technical content folks are geeky recluses who transcribe dry specs and have nothing to share with marketing. This keynote will change your mind and open communication with those technical folks across the aisle.

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@ a a m e s • # i n t e l c o n t e n t You Don’t Have to Start Over Every Time Work smarter, not harder, with content Andrea L. Ames Enterprise Content Experience Strategist, IBM @aames @ a a m e s • # i n t e l c o n t e n t

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@ a a m e s • # i n t e l c o n t e n t AGENDA @ a a m e s • # i n t e l c o n t e n t Their people are not my people. Yes they are. We are all content people! @ a a m e s • # i n t e l c o n t e n t

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@ a a m e s • # i n t e l c o n t e n t AGENDA @ a a m e s • # i n t e l c o n t e n t AGENDA ① Our secret sauce: Models ② Why develop models? ③ How to create a model (framework) ④ Example: Content Experience Model ⑤ Q & A @ a a m e s • # i n t e l c o n t e n t

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@ a a m e s • # i n t e l c o n t e n t AGENDA @ a a m e s • # i n t e l c o n t e n t Models Representations or simplified versions of an object or system @ a a m e s • # i n t e l c o n t e n t

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@ a a m e s • # i n t e l c o n t e n t@ a a m e s • # i n t e l c o n t e n t Models Contain features necessary to Ensure understanding Support decision making Explain, control, and predict events Patterns applied in context … not rigid rules or recipes followed blindly Maintain fundamental purpose, form, and structure … details may vary Lead to consistency … and recognizable brand identity

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@ a a m e s • # i n t e l c o n t e n t@ a a m e s • # i n t e l c o n t e n t Why develop models? Do more with fewer—possibly less skilled—resources Do more in less time Improve efficiency Save money Increase consistency while leaving room for creativity

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@ a a m e s • # i n t e l c o n t e n t AGENDA @ a a m e s • # i n t e l c o n t e n t The content job of the future is in business strategy…content transcends job role…becomes an institutional competency. Robert Rose, ICC 2016 @ a a m e s • # i n t e l c o n t e n t

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@ a a m e s • # i n t e l c o n t e n t AGENDA @ a a m e s • # i n t e l c o n t e n t We have to get good at the game of creating content as a business strategy. Robert Rose, ICC 2016 @ a a m e s • # i n t e l c o n t e n t

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@ a a m e s • # i n t e l c o n t e n t AGENDA @ a a m e s • # i n t e l c o n t e n t We have to get good at the game of creating content as a business strategy. Robert Rose, ICC 2016 @ a a m e s • # i n t e l c o n t e n t everyone

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@ a a m e s • # i n t e l c o n t e n t AGENDA @ a a m e s • # i n t e l c o n t e n t Encapsulates capability for •The business •Our users •Content creators @ a a m e s • # i n t e l c o n t e n t

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@ a a m e s • # i n t e l c o n t e n t@ a a m e s • # i n t e l c o n t e n t How to create a model (framework) Analysis and design Understand and map the customer/user journey Identify patterns (content, relationships) Define and describe characteristics Application Instrument, document, and educate Validate/measure and refine (See you in my breakout at 11:20!) Who… …does what… …why/to meet what goals… …in what context… …how…and… …what information is needed to do it

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@ a a m e s • # i n t e l c o n t e n t AGENDA @ a a m e s • # i n t e l c o n t e n t Define and refine until we achieve predictable, consistent results @ a a m e s • # i n t e l c o n t e n t

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@ a a m e s • # i n t e l c o n t e n t AGENDA @ a a m e s • # i n t e l c o n t e n t A specific example: Content Experience Model @ a a m e s • # i n t e l c o n t e n t

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@ a a m e s • # i n t e l c o n t e n t@ a a m e s • # i n t e l c o n t e n t Content Experience Model User Journey Model Describes ideal interactions between users and content Content Model Defines standard building blocks of content Access Model Defines how users will find and content Effectiveness Model Provides a framework for validating and measuring content

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@ a a m e s • # i n t e l c o n t e n t@ a a m e s • # i n t e l c o n t e n t User Journey Model Describe typical journeys (high-value tasks) through pre- and post-sales phases Cover key products, components Map content (subjects, types) into phases where needed Awareness Consideration Purchase Retention Advocacy

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@ a a m e s • # i n t e l c o n t e n t@ a a m e s • # i n t e l c o n t e n t Content Model Leverage the User Journey Model to understand subjects, types of content needed across the journey Standardize subjects through taxonomy Define generalized collections of content meaningful to users Develop templates

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@ a a m e s • # i n t e l c o n t e n t@ a a m e s • # i n t e l c o n t e n t Access Model Leverage the User Journey Model to understand access points for content needed across the journey Define primary access mechanisms: search, browse, embedded Map out how collections of mechanisms work together to support a range of user interactions

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@ a a m e s • # i n t e l c o n t e n t@ a a m e s • # i n t e l c o n t e n t Effectiveness Model Define a framework of potentially applicable KPIs, metrics— consider qualitative and quantitative Identify research and validation methods Define “reports” and work backward to data collection and instrumentation Map metrics to stakeholders

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@ a a m e s • # i n t e l c o n t e n t@ a a m e s • # i n t e l c o n t e n t Applying models = Designing with patterns Describe what content is needed and why Describe where/when and how content is delivered—e.g. Web site, accessed via search Embedded, pushed via updater Implement and validate

20

@ a a m e s • # i n t e l c o n t e n t AGENDA @ a a m e s • # i n t e l c o n t e n t The content job of the future is in business strategy…content transcends job role…becomes an institutional competency. Robert Rose, ICC 2016 @ a a m e s • # i n t e l c o n t e n t

21

@ a a m e s • # i n t e l c o n t e n t AGENDA @ a a m e s • # i n t e l c o n t e n t We have to get good at the game of creating content as a business strategy. Robert Rose, ICC 2016 @ a a m e s • # i n t e l c o n t e n t everyone

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@ a a m e s • # i n t e l c o n t e n t AGENDA @ a a m e s • # i n t e l c o n t e n t Q & A @ a a m e s • # i n t e l c o n t e n t

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@ a a m e s • # i n t e l c o n t e n t Andrea L. Ames Enterprise Content Experience Strategist IBM @ a a m e s • # i n t e l c o n t e n t

More Related Content

You Mean You Don't Have to Start Over Every Time?

  • 1. @ a a m e s • # i n t e l c o n t e n t You Don’t Have to Start Over Every Time Work smarter, not harder, with content Andrea L. Ames Enterprise Content Experience Strategist, IBM @aames @ a a m e s • # i n t e l c o n t e n t
  • 2. @ a a m e s • # i n t e l c o n t e n t AGENDA @ a a m e s • # i n t e l c o n t e n t Their people are not my people. Yes they are. We are all content people! @ a a m e s • # i n t e l c o n t e n t
  • 3. @ a a m e s • # i n t e l c o n t e n t AGENDA @ a a m e s • # i n t e l c o n t e n t AGENDA ① Our secret sauce: Models ② Why develop models? ③ How to create a model (framework) ④ Example: Content Experience Model ⑤ Q & A @ a a m e s • # i n t e l c o n t e n t
  • 4. @ a a m e s • # i n t e l c o n t e n t AGENDA @ a a m e s • # i n t e l c o n t e n t Models Representations or simplified versions of an object or system @ a a m e s • # i n t e l c o n t e n t
  • 5. @ a a m e s • # i n t e l c o n t e n t@ a a m e s • # i n t e l c o n t e n t Models Contain features necessary to Ensure understanding Support decision making Explain, control, and predict events Patterns applied in context … not rigid rules or recipes followed blindly Maintain fundamental purpose, form, and structure … details may vary Lead to consistency … and recognizable brand identity
  • 6. @ a a m e s • # i n t e l c o n t e n t@ a a m e s • # i n t e l c o n t e n t Why develop models? Do more with fewer—possibly less skilled—resources Do more in less time Improve efficiency Save money Increase consistency while leaving room for creativity
  • 7. @ a a m e s • # i n t e l c o n t e n t AGENDA @ a a m e s • # i n t e l c o n t e n t The content job of the future is in business strategy…content transcends job role…becomes an institutional competency. Robert Rose, ICC 2016 @ a a m e s • # i n t e l c o n t e n t
  • 8. @ a a m e s • # i n t e l c o n t e n t AGENDA @ a a m e s • # i n t e l c o n t e n t We have to get good at the game of creating content as a business strategy. Robert Rose, ICC 2016 @ a a m e s • # i n t e l c o n t e n t
  • 9. @ a a m e s • # i n t e l c o n t e n t AGENDA @ a a m e s • # i n t e l c o n t e n t We have to get good at the game of creating content as a business strategy. Robert Rose, ICC 2016 @ a a m e s • # i n t e l c o n t e n t everyone
  • 10. @ a a m e s • # i n t e l c o n t e n t AGENDA @ a a m e s • # i n t e l c o n t e n t Encapsulates capability for •The business •Our users •Content creators @ a a m e s • # i n t e l c o n t e n t
  • 11. @ a a m e s • # i n t e l c o n t e n t@ a a m e s • # i n t e l c o n t e n t How to create a model (framework) Analysis and design Understand and map the customer/user journey Identify patterns (content, relationships) Define and describe characteristics Application Instrument, document, and educate Validate/measure and refine (See you in my breakout at 11:20!) Who… …does what… …why/to meet what goals… …in what context… …how…and… …what information is needed to do it
  • 12. @ a a m e s • # i n t e l c o n t e n t AGENDA @ a a m e s • # i n t e l c o n t e n t Define and refine until we achieve predictable, consistent results @ a a m e s • # i n t e l c o n t e n t
  • 13. @ a a m e s • # i n t e l c o n t e n t AGENDA @ a a m e s • # i n t e l c o n t e n t A specific example: Content Experience Model @ a a m e s • # i n t e l c o n t e n t
  • 14. @ a a m e s • # i n t e l c o n t e n t@ a a m e s • # i n t e l c o n t e n t Content Experience Model User Journey Model Describes ideal interactions between users and content Content Model Defines standard building blocks of content Access Model Defines how users will find and content Effectiveness Model Provides a framework for validating and measuring content
  • 15. @ a a m e s • # i n t e l c o n t e n t@ a a m e s • # i n t e l c o n t e n t User Journey Model Describe typical journeys (high-value tasks) through pre- and post-sales phases Cover key products, components Map content (subjects, types) into phases where needed Awareness Consideration Purchase Retention Advocacy
  • 16. @ a a m e s • # i n t e l c o n t e n t@ a a m e s • # i n t e l c o n t e n t Content Model Leverage the User Journey Model to understand subjects, types of content needed across the journey Standardize subjects through taxonomy Define generalized collections of content meaningful to users Develop templates
  • 17. @ a a m e s • # i n t e l c o n t e n t@ a a m e s • # i n t e l c o n t e n t Access Model Leverage the User Journey Model to understand access points for content needed across the journey Define primary access mechanisms: search, browse, embedded Map out how collections of mechanisms work together to support a range of user interactions
  • 18. @ a a m e s • # i n t e l c o n t e n t@ a a m e s • # i n t e l c o n t e n t Effectiveness Model Define a framework of potentially applicable KPIs, metrics— consider qualitative and quantitative Identify research and validation methods Define “reports” and work backward to data collection and instrumentation Map metrics to stakeholders
  • 19. @ a a m e s • # i n t e l c o n t e n t@ a a m e s • # i n t e l c o n t e n t Applying models = Designing with patterns Describe what content is needed and why Describe where/when and how content is delivered—e.g. Web site, accessed via search Embedded, pushed via updater Implement and validate
  • 20. @ a a m e s • # i n t e l c o n t e n t AGENDA @ a a m e s • # i n t e l c o n t e n t The content job of the future is in business strategy…content transcends job role…becomes an institutional competency. Robert Rose, ICC 2016 @ a a m e s • # i n t e l c o n t e n t
  • 21. @ a a m e s • # i n t e l c o n t e n t AGENDA @ a a m e s • # i n t e l c o n t e n t We have to get good at the game of creating content as a business strategy. Robert Rose, ICC 2016 @ a a m e s • # i n t e l c o n t e n t everyone
  • 22. @ a a m e s • # i n t e l c o n t e n t AGENDA @ a a m e s • # i n t e l c o n t e n t Q & A @ a a m e s • # i n t e l c o n t e n t
  • 23. @ a a m e s • # i n t e l c o n t e n t Andrea L. Ames Enterprise Content Experience Strategist IBM @ a a m e s • # i n t e l c o n t e n t