Content Strategy Triage: Extended Edition

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First delivered at LavaCon 2015 in New Orleans. Sarah O'Keefe discusses how to use triage principles to prioritize content strategy efforts. This is the 60-minute breakout session.

Technologie

@sarahokeefe
Content
Triage 
Extended
Edition
ﬂickr: clevercupcakes
Sarah O’Keefe
Scriptorium

Sarah
O’Keefe
@sarahokeefe
ﬂickr: johnloo, alicehenneman booleansplit
Likes
Dislikes

Content
strategy,
the
theory
@sarahokeefe

Content
strategy
in
practice
@sarahokeefe

@sarahokeefe
0% 25% 50% 75% 100%
The Customer Conversation report: https://econsultancy.com/reports/the-consumer-conversation/

@sarahokeefe
Brands
have
a
holistic
view
of
customers
0% 25% 50% 75% 100%
81%
The Customer Conversation report: https://econsultancy.com/reports/the-consumer-conversation/

@sarahokeefe
Customers
who
say
their
retailer
understands

them.
0% 25% 50% 75% 100%
37%
The Customer Conversation report: https://econsultancy.com/reports/the-consumer-conversation/

@sarahokeefe
Communications
are
usually
relevant.
0% 25% 50% 75% 100%
35%
The Customer Conversation report: https://econsultancy.com/reports/the-consumer-conversation/

@sarahokeefe
If
the
instructions
are
confusing
or

incomplete,
how
does
that
make

you
feel
about
the
products
you

buy?
(Choose
all
that
apply)
http://www.sharonburton.com/wp-content/uploads/2013/07/ConsumerPollResults2012-2013.pdf

@sarahokeefe
http://www.sharonburton.com/wp-content/uploads/2013/07/ConsumerPollResults2012-2013.pdf

ﬂickr: sv1ambo
Content
strategy
assessment
@sarahokeefe
❖ Content inventory/audit
❖ Business goals
❖ Gap analysis
❖ Recommendations
❖ Requirements
❖ Roadmap

Alignment
of
business

objectives
@sarahokeefe
ﬂickr: jsjgeology

Snowﬂakes

are
a

problem.
@sarahokeefe
Wikimedia Commons

@sarahokeefe
Design
is
the
process
of

deciding
how
information
is

presented
to
the
person
who

needs
it.

ﬂickr:paulk

Automation

applies

design
to

content

without

human

intervention.
@sarahokeefe
ﬂickr:spenceyc

Content
strategy
roadmap
@sarahokeefe
ﬂickr: sv1ambo

Content
strategy
roadmap
@sarahokeefe
❖ Goals
❖ Constraints
❖ Budget
❖ Phase 1: Pilot
❖ Phase 2: Main effort
❖ Phase 3: Advanced effort

@sarahokeefe
Risk ROI Visibility Complexity
Risk ROI Visibility Complexity

@sarahokeefe
Pilot
Risk ROI Visibility Complexity
Risk ROI Visibility Complexity

@sarahokeefe
Main effort
Risk ROI Visibility Complexity
Risk ROI Visibility Complexity

@sarahokeefe
Advanced effort
Risk ROI Visibility Complexity
Risk ROI Visibility Complexity

Reducing
effort
@sarahokeefe
Reducing 
effort

New
output
format
@sarahokeefe
New output  
format

ﬂickr: puuikibeach
Pilot:
Survive
and
advance
@sarahokeefe

Main
effort:
Achieve

stated
goals
@sarahokeefe
❖ Balance risk, complexity, ROI, visibility

Phase
3:
Increase
complexity
@sarahokeefe
ﬂickr: stuart.mike

Phase
3:
Increase
complexity
@sarahokeefe
❖ More complex integration
❖ More complex projects
❖ Higher risk
❖ New ideas

Confronting

external

dependencies
@sarahokeefe
ﬂickr: valeriebb

Other
people’s
data
@sarahokeefe
❖ Extract
❖ Modify
❖ Connect
ﬂickr: heipei

Other
people’s
platform
@sarahokeefe
❖ Publish your information to their platform?
ﬂickr:Wellness GM

Other
people’s
content
@sarahokeefe
❖ Put in your repository?
❖ Create a connector to different repository?
❖ In which direction(s) does information ﬂow?
ﬂickr: epsos.de

Not
dependency,
integration!
@sarahokeefe
ﬂickr:Trevor Botting

@sarahokeefe
Do
you
need
better
systems?
ﬂickr: jpgufffogg

Vendor
triage
@sarahokeefe
ﬂickr: jawsnap

Content
strategy
triage
@sarahokeefe
❖ ROI
❖ Visibility
❖ Risk
❖ Complexity

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Content Strategy Triage: Extended Edition

1. @sarahokeefe Content Triage  Extended Edition ﬂickr: clevercupcakes Sarah O’Keefe Scriptorium

2. Sarah O’Keefe @sarahokeefe ﬂickr: johnloo, alicehenneman booleansplit Likes Dislikes

3. Content strategy, the theory @sarahokeefe

4. Content strategy in practice @sarahokeefe

5. How bad is your content? @sarahokeefe

6. How bad is your content? @sarahokeefe

7. @sarahokeefe 0% 25% 50% 75% 100% The Customer Conversation report: https://econsultancy.com/reports/the-consumer-conversation/

8. @sarahokeefe Brands have a holistic view of customers 0% 25% 50% 75% 100% 81% The Customer Conversation report: https://econsultancy.com/reports/the-consumer-conversation/

9. @sarahokeefe Customers who say their retailer understands them. 0% 25% 50% 75% 100% 37% The Customer Conversation report: https://econsultancy.com/reports/the-consumer-conversation/

10. @sarahokeefe Communications are usually relevant. 0% 25% 50% 75% 100% 35% The Customer Conversation report: https://econsultancy.com/reports/the-consumer-conversation/

11. @sarahokeefe If the instructions are confusing or incomplete, how does that make you feel about the products you buy? (Choose all that apply) http://www.sharonburton.com/wp-content/uploads/2013/07/ConsumerPollResults2012-2013.pdf

12. @sarahokeefe http://www.sharonburton.com/wp-content/uploads/2013/07/ConsumerPollResults2012-2013.pdf

13. Minimum viable content @sarahokeefe

14. ﬂickr: sv1ambo Content strategy assessment @sarahokeefe ❖ Content inventory/audit ❖ Business goals ❖ Gap analysis ❖ Recommendations ❖ Requirements ❖ Roadmap

15. Alignment of business objectives @sarahokeefe ﬂickr: jsjgeology

16. Snowﬂakes are a problem. @sarahokeefe Wikimedia Commons

17. @sarahokeefe Design is the process of deciding how information is presented to the person who needs it. ﬂickr:paulk

18. Automation applies design to content without human intervention. @sarahokeefe ﬂickr:spenceyc

19. @sarahokeefe

20. @sarahokeefe

21. @sarahokeefe

22. @sarahokeefe

23. @sarahokeefe

24. @sarahokeefe

25. @sarahokeefe

26. @sarahokeefe

27. @sarahokeefe

28. @sarahokeefe

29. @sarahokeefe

30. Content strategy roadmap @sarahokeefe ﬂickr: sv1ambo

31. Content strategy roadmap @sarahokeefe ❖ Goals ❖ Constraints ❖ Budget ❖ Phase 1: Pilot ❖ Phase 2: Main effort ❖ Phase 3: Advanced effort

32. @sarahokeefe Risk ROI Visibility Complexity Risk ROI Visibility Complexity

33. @sarahokeefe Pilot Risk ROI Visibility Complexity Risk ROI Visibility Complexity

34. @sarahokeefe Main effort Risk ROI Visibility Complexity Risk ROI Visibility Complexity

35. @sarahokeefe Advanced effort Risk ROI Visibility Complexity Risk ROI Visibility Complexity

36. Pilot projects @sarahokeefe

37. Reducing effort @sarahokeefe Reducing  effort

38. New output format @sarahokeefe New output   format

39. ﬂickr: puuikibeach Pilot: Survive and advance @sarahokeefe

40. Main effort: Achieve stated goals @sarahokeefe ❖ Balance risk, complexity, ROI, visibility

41. Phase 3: Increase complexity @sarahokeefe ﬂickr: stuart.mike

42. Phase 3: Increase complexity @sarahokeefe ❖ More complex integration ❖ More complex projects ❖ Higher risk ❖ New ideas

43. Confronting external dependencies @sarahokeefe ﬂickr: valeriebb

44. @sarahokeefe

45. @sarahokeefe

46. @sarahokeefe

47. @sarahokeefe

48. @sarahokeefe

49. Other people’s data @sarahokeefe ❖ Extract ❖ Modify ❖ Connect ﬂickr: heipei

50. Other people’s platform @sarahokeefe ❖ Publish your information to their platform? ﬂickr:Wellness GM

51. Other people’s content @sarahokeefe ❖ Put in your repository? ❖ Create a connector to different repository? ❖ In which direction(s) does information ﬂow? ﬂickr: epsos.de

52. Not dependency, integration! @sarahokeefe ﬂickr:Trevor Botting

53. @sarahokeefe Do you need better systems? ﬂickr: jpgufffogg

54. Vendor triage @sarahokeefe ﬂickr: jawsnap

55. Content strategy triage @sarahokeefe ❖ ROI ❖ Visibility ❖ Risk ❖ Complexity

56. Questions? @sarahokeefe

Content Strategy Triage: Extended Edition

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Content Strategy Triage: Extended Edition