There is a communications gap between content strategy (strategists) and content management (executioners). Content architecture can serve an important role in bridging that gap to enable businesses to think strategically, yet execute tactically. Content strategy needs content architecture (and vice versa). Content architecture allows ideas to be presented, challenged and approved prior to production downstream by bringing different teams and IT together around a common communications framework. Content architecture is the specification for a content management solution. It is not a replacement for content strategy. Far from it. Instead the aims, audiences, publishing needs typically captured as part of a content strategy, are key, but often missing inputs to content architecture. Background: http://www.marketingtechnologyplatform.com/content-strategy-needs-content-architecture/

1. The Strategist &The Executioner Cleve Gibbon (@cleveg)

2. We provide the expertise to execute on and guide the definitionof Digital Marketing Strategies We’re Technologistsfor the Marketing world

3. Where are we going today? 01 The Case for Content Architecture 02 What is Content Architecture? 03 Five Heuristics for Content Architecture

4. The Case for Content Architecture

5. It starts with Remark-able Content 01 Consumers tune out traditional marketing efforts. 02 Influenced by Content, Community & Marketplace. 03 Brands need to Position, Target and Segment. CUSTOMER CUSTOMER CUSTOMER REMARKABLE TARGET PRODUCT CUSTOMER CUSTOMER POSITION SEGMENT CUSTOMER CUSTOMER CUSTOMER Source: http://www.amazon.co.uk/Inbound-Marketing-Found-Google-Social/dp/0470499311

6. Where is Remark-able Content? Source: http://tippingpointlabs.com/2011/02/02/wednesday-video-the-real-online-universe/

7. Marketing Technology Platform

8. Where does Content Strategy sit? CRM SOCIAL MEDIA EMAIL SEARCH CMS CONTENT STRATEGY WEB ECOMMERCE ONLINE CHANNELS PRODUCT INTEGRATIONS ANALYTICS MOBILE MARKETING AUTOMATION

9. What isContent Architecture?

12. Unite technologists with ‘the others’

13. Deeper insights into content workflow

15. Content Architecture Content Architecture Source: http://www.marketingtechnologyplatform.com/what-do-content-strategists-do/

16. FiveHeuristics for Content Architecture

17. news.acme.com news.acme.co.uk news.acme.com.au blogs.acme.com/news/rss.xml blogs.acme.com/news/ forums.acme.com/news/ twitter.com/acmenews facebook.com/acmenews linkedin.com/in/acmenews 1: Convention over Configuration acmenews-<campaignid> traffic source tagging news-admin news-reviewers news-authors news@acme.com news-dev@acme.com news-support@acme.com

18. 1: Convention over Configuration Save x2 Effort Strategist Define & Disseminate convention Executioner Develop and Enforce convention

19. 2: Personas + Journeys ≠ Workflow Advisor Joanne – user journeys Journey1: Research to recommend funds to her clients “I need to find valuable information to send to my clients that support s what I will recommend to them.” Joanne Goals: Acme Goals: Provide Financial Advisors with valuable information to send to their clients. Entry point Route Exit Acme website Acme website Google search Acme website Acme website website link to Acme funds Search for Mr Smith, the person who manages the fund Video of Mr Smith talking about the fund Share the video with her client Acme fund fact sheets Closes the window

20. 2: Personas + Journeys ≠ Workflow Save x2 Effort Strategist Map author journeys onto customers journeys Executioner Focus on optimising author journeys

21. 3: Don’t Re-Purpose Content, Re-Use It Navigable Content Types. Multiple Channels. One URL.

22. 3: Don’t Re-Purpose Content, Re-Use It Save x3 Effort Strategist Understand channel agnostic content types. Executioner Model reusable content types with uniform urls

23. 4: Localise First, Personalise Second.

24. 4: Localise First, Personalise Second. Save x5 Effort Strategist Surface language, local and personal content Executioner Structure, categorise and tag content.

25. 5: Nail the Author Experience

26. 5: Nail the Author Experience Save x10 Effort Strategist Uncover the optimal experiences for authors. Executioner Make authors proficient and productive.

28. Your cms workflow is every bit tied to revenue as the customer journey.

29. Very few cms's have analytics on cmsusage.