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Content Strategy and Information Architecture: What the Hell?!

I had an exciting and informative time at LavaCon last week, and live-blogged as much as I could. Of course, I couldn’t live-blog my own talk, but I can provide you with the slides, in case you missed my talk on content strategy, information architecture, and the blessing (and curse) we share as the fields evolve.

 

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Live from LavaCon: Integrating Content into Customer Journeys

Integrating Content into Customer Journeys, by Kathy Wagner and Melissa Breker, Content Strategy Inc.

lavacon2014Content and customer journeys: why are they so important?

A customer journey looks at what a person experiences at every stage of their relationship with a company.

For Ikea, for example..

  • Getting the magazine
  • Browsing for ideas online
  • Shopping at the store
  • Talking to the staff
  • Building the furniture
  • Picking up spare parts
  • Using the furniture
  • Talks to others about their experiences

And the company asks themselves…

  • What is the customer is unhappy?
  • What if they need something?

We do it because it’s good business, and it helps customers.

  • 49% of executives believe people will switch because of poor customer experiences
  • 89% of people say they have switched because of poor customer experiences

Continue Reading

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Live from LavaCon: Breaking Silos: Building a Knowledge Graph with Technical Documentation at Its Core

Breaking Silos: Building a Knowledge Graph with Technical Documentation at Its Core, by Fabrice LaCroix, Antidot

lavacon2014Computer science is so advanced now – Watson winning Jeopardy is so far beyond Al of the 1970s.

Could Watson be our next customer service?

  • It would need a ton of data
  • It would need to be trained (computers no longer work with just rules)

If you searched on the web a few years ago, you got documents. Today, that same search gives you documents, images, and a synopsis pulled up with an explanation.

Search no longer gives us data, because it treats the information as a “knowledge object.” It sees connections, links, and it forms a knowledge graph. Continue Reading

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Live from LavaCon: The Infosnacker’s Guide to the Galaxy Embracing Short Form, Ephemeral, and Realtime Content Strategies

The Infosnacker’s Guide to the Galaxy Embracing Shlavacon2014ort Form, Ephemeral, and Realtime Content Strategies, by Nick Kellet, Listly

We have to create our content thinking in terms of our objectives.

Content objectives:

  • Is your content supposed to earn links for SEO?
  • Will it be shared across social?
  • Or is it just an end point to solve a problem?

Continue Reading

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Live from LavaCon: Content Project Horror Show

Content Project Horror Show, by Rhyne Armstrong, RouteMatch Software

lavacon2014The lights are dim… evoking the proper atmosphere.

And Rhyne told the most frightening ghost stories… of VPs who change their minds about features… of BigFoot-like Intranets that are heard but never seen… of managers consumed by the darkness who become mindless slaves to their tasks… ooooOOOOOOooooo Continue Reading

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Live from LavaCon: Integrating Our Online and Offline Worlds

Integrating Our Online and Offline Worlds, by Noz Urbina, Urbina Consulting

lavacon2014Noz is a futurist: he watches industry trends to anticipate what is going to happen. He works with H2H (human to human).

Thesis: there is no longer an online and an offline world. Hanging onto that paradigm is hurting our communications.

Thesaurus:

Digital = computerized

Online = mediated via the internet

Offline = our physical world Continue Reading

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Live from LavaCon: Let’s Get It On: Relationship Marketing Is Content Strategy

Let’s Get It On: Relationship Marketing Is Content Strategy, by Joe Lopata, Quicken Loans

lavacon2014Building bridges between content strategy and marketing: why all the tension?

The customer’s expectation is that you’ll be able to solve their problems. They expect that they’ll have a great relationship with us – but not everyone’s great at creating that relationship.

Content that is tailored to customer’s needs, wants, and interests will help build that bridge, and achieve that expectation. Continue Reading

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Live from LavaCon: The Content Charmer’s Guide to Content Audits

The Content Charmer’s Guide to Content Audits, by Ahava Leibtag, Aha Media Group

lavacon2014Why do a content audit?

No wait – why do we avoid audits?

  • It’s hard to find the problems – easier to stick your head in the sand.
  • It’s scary – you might get in trouble for what’s not there.
  • It smells – there’s going to be old, gross content.
  • It’s time consuming.
  • What are we even going to do once we have the info?

BUT! Audits allow you to make good choices.

It takes time, resources, and planning to create good content. Continue Reading