Scalable Content Strategy: Nice Thought or Viable Vision?, by Colleen Jones
A two-step model for creating an operational content strategy.
FootSmart was trying to help clients understand that they needed more than just sneakers
- Created additional content
- Linked that content to their sneakers
- SEO increased as a result
- 36% increase in weekly sales
The two-step model
The two e’s – Evaluation & Engineering.
Content evaluation is a constant, ongoing assessment of whether content is working and why.
They helped a IHG look at their content. They found
- 11% of visitors came through mobile
- 60% then bounced
“We enjoy making decisions in the dark and think evaluating our content is a bad idea” said no one ever. But evaluating content is difficult and can be frustrating. There’s a ton of information, and there’s an underlying problem of too much content, too many options.
- Trouble reconciling data from different points.
- Having too few resources to evaluate the content well.
- Not knowing whether to “trust” the content we’re evaluating.
- Trouble to find the right metrics.
- Trouble deciding who has the final say in choosing the metrics or the things to analyze.
One thing that helps is finding the right tools – like Tool Gap Assessment tools. Another is using a content evaluation framework, like the 3 pillars of small data success:
- Collecting and analyzing: What is my situation?
- Interpreting: What does this mean?
- Acting: What do we do now?
Content engineering is how we deliver the content to people at specific times, in specific situations.
Engineering personalization – is your content ready for reuse in opportune moments for personalization?
- When will you email?
- What will trigger set content types?
- What channels will it go through?
Embrace the “e”s!