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The Vision Gap: content strategy for brands

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Brilliant Noise
Brilliant Noise

The document summarizes a webinar on content strategy for brands. It discusses the vision gap between brands' content strategies and reality, and how leadership, operations, and content systems can hinder scaling content. It also covers trends in content strategy like expanding content toolkits, analyzing content processes, measuring attention rather than just outputs, and how the rise of content could lead to "content shock" if brands don't adapt. The document advocates developing a taxonomy as a strategic asset to enable digital initiatives and help overcome challenges of personalization and publishing with the rise of the Internet of Things.

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TextText@brilliantnoise brilliantnoise.com ! #contentvision 11 June 2014 The vision gap: content strategy for brands Brilliant Webinar
Todayā€™s speakers 2 Antony Mayļ¬eld CEO Jason Ryan COO Lauren Pope Digital Consultant The gap between vision and reality in content strategy Scaling content Trends in content strategy
Vision vs. reality in content strategy 3 Antony Mayļ¬eld CEO
image (cc) Google Digital is a strategic business challenge. 4
Digital change comes in all directionsā€¦ 5 Customer Competitor Staļ¬€ Channels Company
Contentā€™s not a bolt-on. 6
Programmes Engagement Content Utility Retention 7 Campaigns Interruption Ads Reach Acquisition >
This is not news. 8
So whatā€™s stopping brands? 9
10 -Leadership -Operations -Content systems
ā€œCMOs prioritise acquisitionā€¦ only 20% prioritise retention.ā€ ! ! Cory Munchbach, Forrester 11
12 Forrester
Campaign mindset & budgets. 13
Model ļ¬rst published Harvard Business Review Bond Advocate Enjoy Buy Evaluate Consider Customer decision journey
Integration
Short-termism The story of SEO marketing
And it continue with social mediaā€¦ 17 http://goo.gl/iT4lcX
Content supply chain
Emphasises near-term. Builds a platform for long term change. 19
20 Donā€™t stand still.
Scaling content - brand taxonomy 21 Jason Ryan COO
22 -Leadership -Operations -Content systems
23
24
25
ā€˜Unglamorous but essentialā€™ 26
Content at scale 27
Produce & archive 28 Produce, curate, aggregate & link print publishing model digital publishing model campaign mindset always-on mindset
Content does not expire it provides incremental value 29
30 Taxonomy ! The practice and science of classiļ¬cation. ! Originally taxonomy referred only to the classifying of organisms (taxa). ! More generally, it refers to a classiļ¬cation of things or concepts, and the principles underlying such a classiļ¬cation. popchartlab.com
31 Ontology ! Part of the branch of philosophy known as metaphysics, ontology is the study of the nature of being, existence, and reality. ! In particular it deals with concept categorisation and relationships. ! Ontology is concerned with what entities exist and how they can be grouped, related and subdivided according to their similarities and diļ¬€erences. emiliosanļ¬lippo.it
32
33 BBC Vote 2014
34 BBC Vote 2014
35 ā€œFind me all stories with analysis from ...ā€ ā€œFind me the share price history of...ā€ ā€œFind me other members of this party...ā€ ā€œFind me all the stories with quotes from...ā€ ā€œFind me all the stories involving...ā€ ā€œFind me all programmes featuring...ā€ With linked data, tags provide meaningful concepts to the audience and journalists ! We can ask more intelligent questions of our content ! We can make more meaningful links BBC Vote 2014
36 - BBC working on their ontologies for years. The work is never ļ¬nished. - The approach is ā€˜minimum viable ontologyā€™ - completed the ļ¬rst version quickly and iterate for future elections. - Semantic tagging is based on use cases and user stories: this provides context and helps users ļ¬nd what they are looking for. The BBC approach
New York Times 37 - ā€œWe need to think more about resurfacing evergreen content, organising and packaging our work in more useful ways and pushing relevant content to readers. And to power these eļ¬€orts, we should invest more in the unglamorous but essential work of tagging and structuring data.ā€ - ā€œWithout better tagging, we are hamstrung in our ability to allow readers to follow developing stories.ā€ - ā€œJust adding structured data ... immediately increased traļ¬ƒc to our recipes from search engines by 52 percent.ā€
A taxonomy is a strategic brand asset that delivers business and customer value 38
A taxonomy is a foundation for all digital initiatives and developments 39
Integration
Trends in content strategy 41 Lauren Pope Digital Consultant
Now
Expanding content toolkits - Increasing number of bespoke tools available. - Companies growing and attracting investment. - Tools for writing e.g. Beegit, Draft, Penļ¬‚ip, StackEdit, Write Monkey. - Tools to manage content processes e.g. GatherContent, NewsCred, Divvy, Spredfast. Ā©Neil T
Analysing content processes - Looking at the eļ¬€ectiveness of content processes. - Calculating the real cost of creating content, end-to-end. - Streamlining processes, and focusing on work that creates the biggest impact.
Measuring attention - More sophisticated measurement of content. - Attention and ROI are the measures that matter, not likes, shares and views. Ā©Upworthy
ā€œWe've found eļ¬€ectively no correlation between social shares and people actually reading.ā€ Tony Haile, Chartbeat, http://bit.ly/1nAjp3v
Measuring attention - More sophisticated measurement of content. - Attention and ROI are the measures that matter, not likes, shares and views. Ā©Upworthy
Near
Content shock: where content meets economics - Every minute 347 WordPress blog posts are published, 48 hours of YouTube videos are uploaded and 571 websites are launched. - With more brands creating more producing content, itā€™s getting harder to secure the attention of your audience. - To avoid content shock, brands need to create content that cuts through the noise, in a more cost-eļ¬ƒcient way than their competitors. Ā© pasukaru76
ā€œWeā€™re a business, and if this wasnā€™t successful we would pull the plug. That weā€™re expanding this program as fast as possible should tell you something.ā€ Ashley Brown, Coca-Cola, on Coca-Cola Journey, http://bit.ly/1hDyYut
Content for customer experience - A content strategy that doesnā€™t try to emulate a publisher, but remembers what the brand is for, and what its customers want from it. - Content that pulls rather than pushes. Enjoyable Easy Meets needs Source: Forrester
Chief Content Oļ¬ƒcers - Chief Content Oļ¬ƒcers have been hired at Time Inc, The Telegraph,Ā Petco, Netļ¬‚ix, Bloomberg,Ā Coca-Cola. - Oversees all contentĀ activities, in all parts of the org, across all platforms. Ā© CMI
COPE - COPE has been the ā€˜next big thingā€™ since 2009, but may become mainstream soon, thanks to mobile. - It aims to: - separate content from display; - ensure content modularity; - make content portable. Create Once Publish Everywhere
Far
The Internet of Things - 100Ā 'things' are coming online every second. By 2020, there will beĀ 30bn connected devices, mostĀ notĀ PCs, smartphones, tablets (Gartner, November 2013) - Providing content for the IoT will involve overcoming challenges around personalisation, automation, publishing etc. Ā©GrantSewell
Questions? brilliantnoise.com @amayļ¬eld @jasonryan @la_pope @brilliantnoise ! jason@brilliantnoise.com Ā© 2014 Brilliant Noise. All rights reserved 57

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