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.

1. TextText@brilliantnoise
brilliantnoise.com
!
#contentvision
11 June 2014
The vision gap: content
strategy for brands
Brilliant Webinar

2. Today’s speakers
2
Antony Mayfield
CEO
Jason Ryan
COO
Lauren Pope
Digital Consultant
The gap between
vision and reality
in content
strategy
Scaling content Trends in content
strategy

3. Vision vs.
reality in
content
strategy
3
Antony Mayfield
CEO

4. image (cc) Google
Digital is a
strategic
business
challenge.
4

5. Digital change comes in all directions…
5
Customer
Competitor Staff
Channels
Company

6. Content’s
not a bolt-on.
6

7. Programmes
Engagement
Content
Utility
Retention
7
Campaigns
Interruption
Ads
Reach
Acquisition
>

8. This is not
news.
8

9. So what’s
stopping
brands?
9

10. 10
-Leadership
-Operations
-Content systems

11. “CMOs prioritise acquisition…
only 20% prioritise retention.”
!
!
Cory Munchbach,
Forrester
11

12. 12
Forrester

13. Campaign
mindset &
budgets.
13

14. Model first published Harvard Business Review
Bond
Advocate
Enjoy
Buy
Evaluate
Consider
Customer decision journey

15. Integration

16. Short-termism
The story of SEO marketing

17. And it continue with social media…
17
http://goo.gl/iT4lcX

18. Content supply chain

19. Emphasises
near-term.
Builds a
platform for
long term
change.
19

20. 20
Don’t stand
still.

21. Scaling
content -
brand
taxonomy
21
Jason Ryan
COO

22. 22
-Leadership
-Operations
-Content systems

23. 23

24. 24

25. 25

26. ‘Unglamorous
but essential’
26

27. Content
at scale
27

28. Produce
& archive
28
Produce, curate,
aggregate
& link
print
publishing
model
digital
publishing
model
campaign
mindset
always-on
mindset

29. Content does not expire
it provides incremental
value
29

30. 30
Taxonomy
!
The practice and science of
classification.
!
Originally taxonomy referred only
to the classifying of organisms
(taxa).
!
More generally, it refers to a
classification of things or
concepts, and the principles
underlying such a classification.
popchartlab.com

31. 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 differences.
emiliosanfilippo.it

32. 32

33. 33
BBC Vote 2014

34. 34
BBC Vote 2014

35. 35
“Find me all stories with
analysis from ...”
“Find me the share price
history of...”
“Find me other members of
this party...”
“Find me all the stories with
quotes from...”
“Find me all the stories
involving...”
“Find me all programmes
featuring...”
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. 36
- BBC working on their ontologies for years. The work is
never finished.
- The approach is ‘minimum viable ontology’ - completed
the first version quickly and iterate for future elections.
- Semantic tagging is based on use cases and user stories:
this provides context and helps users find what they are
looking for.
The BBC approach

37. New York Times
37
- “We 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 efforts, we should invest more
in the unglamorous but essential work of
tagging and structuring data.”
- “Without better tagging, we are hamstrung
in our ability to allow readers to follow
developing stories.”
- “Just adding structured data ... immediately
increased traffic to our recipes from search
engines by 52 percent.”

38. A taxonomy is a
strategic brand asset that
delivers
business and customer
value
38

39. A taxonomy is a
foundation for all digital
initiatives and
developments
39

40. Integration

41. Trends in
content
strategy
41
Lauren Pope
Digital Consultant

43. Now

44. Expanding content toolkits
- Increasing number of
bespoke tools available.
- Companies growing and
attracting investment.
- Tools for writing e.g. Beegit,
Draft, Penflip, StackEdit,
Write Monkey.
- Tools to manage content
processes e.g.
GatherContent, NewsCred,
Divvy, Spredfast.
©Neil T

45. Analysing content processes
- Looking at the effectiveness
of content processes.
- Calculating the real cost of
creating content, end-to-end.
- Streamlining processes, and
focusing on work that
creates the biggest impact.

46. Measuring attention
- More sophisticated
measurement of content.
- Attention and ROI are the
measures that matter, not
likes, shares and views.
©Upworthy

47. “We've found effectively
no correlation between
social shares and people
actually reading.”
Tony Haile, Chartbeat, http://bit.ly/1nAjp3v

48. Measuring attention
- More sophisticated measurement of content.
- Attention and ROI are the measures that matter, not
likes, shares and views.
©Upworthy

49. Near

50. 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, it’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-efficient way than
their competitors. © pasukaru76

51. “We’re a business, and if this
wasn’t successful we would
pull the plug. That we’re
expanding this program as
fast as possible should tell
you something.”
Ashley Brown, Coca-Cola, on Coca-Cola Journey, http://bit.ly/1hDyYut

52. Content for customer experience
- A content strategy that
doesn’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

53. Chief Content Officers
- Chief Content Officers have
been hired at Time Inc, The
Telegraph, Petco, Netflix,
Bloomberg, Coca-Cola.
- Oversees all
content activities, in all parts
of the org, across all
platforms.
© CMI

54. COPE
- COPE has been the ‘next big
thing’ 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

55. Far

56. The Internet of Things
- 100 'things' are coming
online every second. By
2020, there will be 30bn
connected devices,
most not PCs, smartphones,
tablets (Gartner, November
2013)
- Providing content for the IoT
will involve overcoming
challenges around
personalisation, automation,
publishing etc.
©GrantSewell

57. Questions?
brilliantnoise.com
@amayfield
@jasonryan
@la_pope
@brilliantnoise
!
jason@brilliantnoise.com
© 2014 Brilliant Noise. All rights reserved 57