@ 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 TimeWork smarter, not harder, with content

Andrea L. AmesEnterprise Content Experience Strategist, IBM

@aames

@ 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

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

@ 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

AGENDA① Our secret sauce: Models② Why develop models?③ How to create a model (framework)④ Example: Content Experience Model⑤ Q & A

@ 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

AGENDA

@ a a m e s • # i n t e l c o n t e n t

ModelsRepresentations

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

@ 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

ModelsContain features necessary to

Ensure understandingSupport decision makingExplain, control, and predict events

Patterns applied in context … not rigid rules or recipes followed blindlyMaintain fundamental purpose, form, and structure … details may varyLead to consistency … and recognizable brand identity

@ 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—resourcesDo more in less timeImprove efficiencySave moneyIncrease consistency while leaving room for creativity

@ 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

@ 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

@ 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

@ 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

@ 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 journeyIdentify patterns (content, relationships)Define and describe characteristics

ApplicationInstrument, document, and educateValidate/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

@ 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

@ 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

@ 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 ModelUser Journey Model

Describes ideal interactions between users and content

Content ModelDefines standard building blocks of content

Access ModelDefines how users will find and content

Effectiveness ModelProvides a framework for validating and measuring content

@ 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 ModelDescribe typical journeys (high-value tasks) through pre-and post-sales phasesCover key products, componentsMap content (subjects, types) into phases where needed

Awareness

Consideration

Purchase

Retention

Advocacy

@ 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 ModelLeverage the User Journey Model to understand subjects, types of content needed across the journeyStandardize subjects through taxonomyDefine generalized collections of content meaningful to usersDevelop templates

@ 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 ModelLeverage the User Journey Model to understand access points for content needed across the journeyDefine primary access mechanisms: search, browse, embeddedMap out how collections of mechanisms work together to support a range of user interactions

@ 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 ModelDefine a framework of potentially applicable KPIs, metrics—consider qualitative and quantitativeIdentify research and validation methodsDefine “reports” and work backward to data collection and instrumentationMap metrics to stakeholders

@ 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 patternsDescribe what content is needed and whyDescribe where/when and how content is delivered—e.g.

Web site, accessed via searchEmbedded, pushed via updater

Implement and validate

@ 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

@ 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

@ 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

@ a a m e s • # i n t e l c o n t e n t

Andrea L. AmesEnterprise Content Experience StrategistIBM

@ a a m e s • # i n t e l c o n t e n t