Page 1

Context As A Content Strategy Creating More Meaningful Web Experiences Through Contextual Filtering Internet User Experience 2010 - 07.26.10


A Few Disclaimers: 1. I am not a neuroscientist by trade, but I enjoy trying like hell to be one in my spare time. 2. I am constantly questioning the various definitions that have been provided for content strategy 3. This is a high level version of a much deeper conversation that needs to be explored. I NEED your help to start it. 4. We’re all from different backgrounds and smarter than one another in many areas. I attempted to be cognizant of that fact in this presentation.


So, you may have heard that content strategy is the next big thing.


You may have also heard that ...


Content is King.

- Just About Every Content Strategist or Content Marketer You’ll Meet


I disagree.


“

Content is something we connect to emotionally, converse about or learn from ... but content without context is useless.


Content strategy and information architecture are more than a means to achieve ‘findability.’


“

We owe visitors and our site owners more than content, we owe them context

�


Content Strategy In 13 Slides


Content Strategy Plans For: Governance

Creation

• Guide (Tags /Meta Data / Best Practices / SEO) • Measure (Success Metrics / Refining Measures) • Maintain (Refresh Schedule / Removal Criteria)

• Source (Where Does It Come From?) • Execute (Production Method / Medium / Tone) • Approval (Editing / Review)

Delivery • Push (Where Does It Get Placed?) • Pull (What Information Do We Bring In?) • Exchange (What Partnerships Do We Leverage?)


Consumer Insights

Soc. Media Insight

Analytics/ SEO

Product Strategy

Content Strategy Planning

Sourcing

Creation

Governance

Content strategists combine consumer insights and product strategy to yield messaging matrices. These matrices aid in the oversight of new content creation and provide key insights into the governance of all content living in the digital space.


Content Strategy and Planning

Planning

}

Helps to define: • Information • Ownership • Support

Content strategy will help answer: • What messages should be communicated? • What medium supports the message? • What tone of voice should be used? • How long will it take to produce the content? • When should content be published? • What kinds of content need to be created?


Content Strategy and Sourcing

Sourcing

}

Helps to define: • What we have • Where the gaps are

Content strategy will help answer: • Where is our content? (Content Inventories) • What content is missing? (Gap Analysis) • What content from our inventory exists to fill the gaps? • How will the new content be sourced? Is it: - Original - Co-Created - Curated - Third Party


Content Strategy and Creation

Creation

}

Helps to define: • Who should produce • What do they need to be successful

Content strategy will help answer: • What best practices and templates can be created to aid writers and content creators? • Who assists in final editing and serves as quality control? • What does the writer, editor or project management need to create content that adheres to product strategy and consumer insight to deliver against agreed upon metrics?


Content Strategy and Governance

Governance

}

Helps to define: • Guidelines for content management • Creation or adjustment of metrics

Content strategy will help answer: • When do we need to review, adjust or delete content? • What metrics do we need to determine if our content is successful? • Can content perform better in a different channel/medium based on current performance?


Deliverables?


Content Audits


Heuristic Reviews


Messaging Strategies


Content Strategy Roadmaps


User Personas Melanie Taylor - Potential Malibu Buyer Personal Profile Melanie is a hardworking, 31year-old mother of one. She has never owned a 'new' vehicle and is in market to purchase or lease. She prides herself on balancing home, work and a busy personal life. She is a heavy user of social networking and social sharing Web sites. In her quest for a new vehicle she has utilized a variety of review and research sites in addition to discussing her decision with a variety of friends and family members.

Background • 31-year-old female • Yoga three times per week • Works as a radiology tech at her local hospital • Married for 5 years • Thinking about expanding her family in the next three years Attributes • Middle Class • White • Generation Y • Influenced by peers and online reviews • iPod and Smartphone user • Spends time in social media (blogs, Facebook, Yelp!)

Melanie's Needs • Information about safety and engineering features • Photos and video that highlight vehicle's styling • Guidance and education • Nameplate validation from peers or others • Ability to gather and share information easily

"I want a safe, reliable, family friendly vehicle that reflects my personal style." From Asset Bank • Running Footage • DVPOD • Chevy.com Galleries • Targeted Print • BYO/Matte Art • Catalog Images • Tours • 'Other' Images

!"#$%&%'()#*+&( ,-.*"/( 0#'()"#&1( 2*'%-3!-4#5(


Publishing Plans / Governance Models Chevy Social Publishing Process PUBLISHER (CLIENT)

SITE STRATEGY (CE SITE)

SOCIAL MEDIA MODERATOR (CE-SOCIAL)

WRITER (WS)

Strategy Responsible for developing best practices for content production, managing nameplate specific personas and providing editorial direction to Experience Planning Teams. Also serves as a review layer to ensure content produced is on strategy and ready for governance.

EXECUTIVE EDITOR (WS)

WRITER (WS)

Experience Planning Responsible for the planning, design, creation, editing and implementation of social content. Collaborates with Strategy and Publishing Executive to adhere to agreed upon content strategy plan and messaging matrix. Provides raw assets to Content Management team for ingestion into a Content Management System.

CREATIVE DIRECTOR (CE DIGITAL)

EXPERIENCE DESIGNER (SHERMAN)

Publisher The Publisher (Chevy/GM Executive client) serves as Group director for governing the production of all content. This role has final say over what content is used where and serves as keeper of editorial voice, style and tone. Serves as chief report for all creation, management and experience planning leads.


And Lots More ... Chevy Content Plan - as of 2/5/10 Aveo Stories

Camaro Stories

!•.Owner Testimonal

• Owner Testimonal

• Interview with Aveo Forums influencer (http:// chevroletforum.com/ forum/ forumdisplay.php?f=11)

• What went into the Camaro Spring Edition SEMA Camaro and Tech Specs.

Photos • User submitted photos of their modified Aveos. • Gallery of Aveo RS show car Video • Interview with GM Design about the design of the Aveo Extreme Concept Vehicle • How to Pack Your Dorm room into an Aveo

Photos

Cobalt/Cruze Stories •!Interview with Jonell Smith, owner of Cobaltss.net about expectations for Cruze • Interview with GM Performance Division about the Cruze Design Photos

Corvette Stories

•!Interview with GM Design about next generation Impala

• ZR1 Technical Story from Corvette Quarterly (w/photos)

• Safety testimonial from OnStar/Malibu owner.

• History of the Impala and its influence on automotive design

Photos •!Gallery of C7 Conceptual drawings

• User submitted photos of their modified Camaros.

• Cruze around the world gallery including WTCC car.

• Gallery of the history of Corvette

• Competition Vs. Camaro comparison video.

Video •!Tour of thoughtful functionality (i.e. cell phone space, sunglasses holder in grab bar) • Design videos of Cruze durability testing and quality testing from around the world. • Competitive owner's first look at Cruze and their vehicle and their reaction.

Stories

•!C6.R To Debut on iRacing System (w/ photos from Corvette Quarterly)

•!GM Design Conceptual Drawings Gallery

Video

Stories

Impala

•!Interview with Cargo Experts on usable space for Malibu, Equinox and Traverse.

•!Gallery of the evolution of the Camaro.

• Interview with GM Design Team about Rabid Fan Response to initial vehicle success.

Malibu

Video

Photos •!Ask users to submit photos of their customized Chevy Malibus.

Video

Photos •!Gallery of user modified Impalas and gallery of race-reay Impalas from NASCAR

Video •!How To: Install a car seat in a Impala

•!ZR1 Testing at Nurburgring

•!How To: Install a car seat in a Malibu

• Video of performance testing of Corvette Grand Sport at Milford Proving Grounds.

• Road Stories: Interview with Malibu owners.

• Road Stories: Interview with Impala owners..

• Competitive owners test drive Malibu and provide background on Chevy perception and vehicle.

• Look at Impala design from past to modern day, with GM Design

• Performance Features series (Which accessories, tweaks and features boost performance and why)

• Google/YouTube annotated videos (Photo Hunt Style)


But Where Hell Is The Context!?


People and search engines do not consume content in the same way ...

=


Search engines consume via tags, data, code, etc.


Conversely, our brains are affected by everything — from the amount of sleep we get to the temperature in the room.


FACT: These strange creatures think and learn differently.


Thinking and learning differs by device.


And just having content, or a content strategy isn’t going to necessarily get our message across.

WHERE IS THE CONTEXT?!


Context Starts Here


And Continues Here Melanie Taylor - Potential Malibu Buyer Personal Profile Melanie is a hardworking, 31year-old mother of one. She has never owned a 'new' vehicle and is in market to purchase or lease. She prides herself on balancing home, work and a busy personal life. She is a heavy user of social networking and social sharing Web sites. In her quest for a new vehicle she has utilized a variety of review and research sites in addition to discussing her decision with a variety of friends and family members.

Background • 31-year-old female • Yoga three times per week • Works as a radiology tech at her local hospital • Married for 5 years • Thinking about expanding her family in the next three years Attributes • Middle Class • White • Generation Y • Influenced by peers and online reviews • iPod and Smartphone user • Spends time in social media (blogs, Facebook, Yelp!)

Melanie's Needs • Information about safety and engineering features • Photos and video that highlight vehicle's styling • Guidance and education • Nameplate validation from peers or others • Ability to gather and share information easily

"I want a safe, reliable, family friendly vehicle that reflects my personal style." From Asset Bank • Running Footage • DVPOD • Chevy.com Galleries • Targeted Print • BYO/Matte Art • Catalog Images • Tours • 'Other' Images

!"#$%&%'()#*+&( ,-.*"/( 0#'()"#&1( 2*'%-3!-4#5(


Content Strategy Is Merely Creating Segments


We Owe Our Users More


Personal-Behavioral Context

DOING

FEELING

environmental factors, physical activity, habits, disabilities, preferences, sensory stimuli

psychological state, stress level, desires, wants, needs

Physical

Emotional

Cognitive

The "NEW" Persona

LEARNING cognitive assumptions, learning ability, education


Personal-Situational Context Task

Task

Situation

Need

Task

Task

Need

Task

Need

Task

Task Task

Scenario Requiring Content


Situational/Behavioral Context Task

Physical

Emotional

Task

Situation

Cognitive

Need

Task

Task

Need

Task

Need

Task

Task Task

CONTEXTUAL CONTENT STRATEGY


What Factors Should We Focus On?


Content Planning For Physical Factors • Segmentation Potential (Age, Need vs. Task, etc.) • Disability • Device Type (mobile, laptop, tablet, outdoor, etc.) • Gender • Geolocation • Time • And Many, Many More


Content Planning For Emotional Factors • Marital Status • Personalization Tools • Recommendations • User Feedback • Utilization of social and contextual networking data


Content Planning For Learning Factors • Familiarity With Content • Education Attained • Learning Disabilities • Reading Level


So What Does This All Mean?


The Era Of Sameness Is Over • Traditional SEO will suffer • Context based networks will rise • Media opportunities will multiply based on behavioral and situational needs • Increasingly scientific data will become more important to designers and marketers • Our jobs get harder but more fun


How We Learn Becomes A HUGE Factor • Different content can be served to target different brain areas • Targeting the brain’s learning centers provides for relevant contextual connections • Content will vary based on sociological, age and emotional factors


How We Learn Visually


How We Create Meaning: #1 Primary Visual Cortex

Sight / Visual based center of learning Activates and delivers information to the Ventral Stream, Dorsal Stream and Cerebral Cortex to create meaning and context.


How We Create Meaning: #2 Ventral Stream

The Recognition Center The Ventral Stream (left side, Temporal Lobe) figures out what something is visually, like an Apple, or a Computer, etc. It connects images and ideas to words and language.


How We Create Meaning: #3 Dorsal Stream

The Locator (Physical Space) The Dorsal Stream (Top and rear, Parietal Lobe) figures out what something is spatially. This part of the brain is crucial in mental mapping.


How We Create Meaning: #4 Limbic System

Center for Emotional Reaction (Feeling) The Limbic System (Inside the Cortical areas) processes emotions and controls our body’s endocrine and automatic nervous systems.


Anyone Starting To Feel Like This?


Leveraging The Mental Map Shape?

Who? What?

State?

Color? When?

Size?

Where?

Location?

Mental Map

Visual Data In


Getting To This Won’t Be Easy


But We Can Start With Basics • Content Filtering Via CMS • Creating new taxonomies to organize related items and think beyond the link • Develop content for the consumer need not for the marketing need • Begin looking at Personas from a behavioral and situational standpoint to plan content • Think about device in content planning


And Maybe Soon We Can Be Here

Functional MRI With Functional MRI we can record brain stimulation and reaction while a person is totally awake, learning how our designs, web sites and content affect individual operations in the brain.


So in reality ...


CONTEXT is the true King. It’s simply powered by content.


QUESTIONS?


Thanks. e: daniel.eizans@c-e.com e: daniel.eizans@gmail.com w: danieleizans.com t: @danieleizans slideshare: http://www.slideshare.net/danieleizans


Photo Sources: (Slide 26) Woman on Laptop - photographer: Ed Yourdon (Slide 28) Sleeping Woman - photographer: Subtle Mistakes (Slide 29) Man Thinking - photographer: Panther1619 (Slide 29) Woman Thinking - photographer: Vishiro (Slide 30) Pair of cell phone users - photographer: ebjSP (Slide 30) Man on Laptop - photographer: Ed Yourdon (Slide 30) Man on iPad - Apple PR (Slides 36-38) Personal Behavioral Context and Situational Context Graphics: Modified from original concept created by Andrew Hinton (Slide 45) Brain Chart - Courtesy, Society for Neuroscience ‘Brain Facts’ (Slides 47-49) Brain Diagram - WikiCommons (Slide 50) Limbic System Diagram - How Stuff Works Note: All Photos Used were used with permission via a Creative Commons License or with expressed written permission of owner.


Context as Content Strategy  

Exploring the importance of context within content

Advertisement
Read more
Read more
Similar to
Popular now
Just for you