3 Things Your Content Engineer Wants You to Know About Intelligent Content
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Buddy Scalera & Matt Balogh walk you through the evolving roles and relationships between Content Strategy and Content Engineering in the new Content Marketing world.
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3 Things Your Content Engineer Wants You to Know About Intelligent Content
- 1. #intelcontent Matt Balogh Sr. Director, Content Engineering @mbalogh Buddy Scalera Sr. Director, Content Strategy @buddyscalera 3 Things Your Content Engineer Wants You to Know About Intelligent Content Matt Balogh Sr. Director, Content Engineer The Medicines Company Buddy Scalera Sr. Director, Content Strategy The Medicines Company
- 2. Matt Balogh Sr. Director, Content Engineering @mbalogh Buddy Scalera Sr. Director, Content Strategy @buddyscalera #intelcontent Disclaimer The views expressed here do not necessarily reflect the views or opinions of our employer. All views and examples are our own.
- 3. Matt Balogh Sr. Director, Content Engineering @mbalogh Buddy Scalera Sr. Director, Content Strategy @buddyscalera #intelcontent Journalism Publishing/ Digital Agency Life/ Digital Manufacturing/ Digital Health & Pharmaceuticals Content
- 4. Matt Balogh Sr. Director, Content Engineering @mbalogh Buddy Scalera Sr. Director, Content Strategy @buddyscalera #intelcontent 1999 Software Developer Created a JS tracking system to study content pre Google Analytics 2011 Intelligent Content Met Buddy Scalera and we began partnering content with technology 2008 MBA / CTO Back to school to get an MBA, became CTO & Innovation Lead at a global pharma agency 2017 Content Engineer Leverage data and technology to make content more efficient and useful Geek-O-Meter 2005 Data / CRM Ended up building CRM systems for IBM, and CRM programs for THD, where I really fell in love with data 1990’s Computer Science Went to school for Computer Science, ended up putting the computer centers online
- 5. Matt Balogh Sr. Director, Content Engineering @mbalogh Buddy Scalera Sr. Director, Content Strategy @buddyscalera #intelcontent ”1,000 orcs attack the castle”
- 6. Matt Balogh Sr. Director, Content Engineering @mbalogh Buddy Scalera Sr. Director, Content Strategy @buddyscalera #intelcontent “1,000 orcs pirates attack the castle”
- 7. Matt Balogh Sr. Director, Content Engineering @mbalogh Buddy Scalera Sr. Director, Content Strategy @buddyscalera #intelcontent 3 Things Your Content Engineer Wants You to Know 2 Enterprise is Different than Personal It’s Always More Complex Than You Realize1 It’s a Partnership3
- 8. #intelcontent Matt Balogh Sr. Director, Content Engineering @mbalogh Buddy Scalera Sr. Director, Content Strategy @buddyscalera 1It's Always More Complex Than You Realize
- 9. Matt Balogh Sr. Director, Content Engineering @mbalogh Buddy Scalera Sr. Director, Content Strategy @buddyscalera #intelcontent Personas & User Journeys
- 10. Matt Balogh Sr. Director, Content Engineering @mbalogh Buddy Scalera Sr. Director, Content Strategy @buddyscalera #intelcontent Adding 5 Email RM Communications Plans
- 11. Matt Balogh Sr. Director, Content Engineering @mbalogh Buddy Scalera Sr. Director, Content Strategy @buddyscalera #intelcontent Created 42 Distinct Pathways
- 12. Matt Balogh Sr. Director, Content Engineering @mbalogh Buddy Scalera Sr. Director, Content Strategy @buddyscalera #intelcontent Interfaces Make Technology Look Easy
- 13. Matt Balogh Sr. Director, Content Engineering @mbalogh Buddy Scalera Sr. Director, Content Strategy @buddyscalera #intelcontent Interfaces Make Technology Look Easy
- 14. Matt Balogh Sr. Director, Content Engineering @mbalogh Buddy Scalera Sr. Director, Content Strategy @buddyscalera #intelcontent Especially Multi-Channel Intelligent Content Website Sales Tracking Target Lists Email Metrics Twitter LinkedIn YouTube Facebook Blogs Forums Programs Convention Sales Team Print Direct List Buys Surveys Media 3rd Party Services Surveys Engagement Social TrackingField
- 15. Matt Balogh Sr. Director, Content Engineering @mbalogh Buddy Scalera Sr. Director, Content Strategy @buddyscalera #intelcontent Weeks of coding saves hours of planning
- 16. Matt Balogh Sr. Director, Content Engineering @mbalogh Buddy Scalera Sr. Director, Content Strategy @buddyscalera #intelcontent Here’s what I Learned From a Content Engineer It always takes longer than you think.
- 17. Matt Balogh Sr. Director, Content Engineering @mbalogh Buddy Scalera Sr. Director, Content Strategy @buddyscalera #intelcontent Here’s What I Learned from Content Strategy #Storytelling Telling a story is more than saying the words.
- 18. #intelcontent Matt Balogh Sr. Director, Content Engineering @mbalogh Buddy Scalera Sr. Director, Content Strategy @buddyscalera Enterprise is Different Than Personal 2
- 19. Matt Balogh Sr. Director, Content Engineering @mbalogh Buddy Scalera Sr. Director, Content Strategy @buddyscalera #intelcontent MailChimp Campaign
- 20. Matt Balogh Sr. Director, Content Engineering @mbalogh Buddy Scalera Sr. Director, Content Strategy @buddyscalera #intelcontent WordPress
- 21. Matt Balogh Sr. Director, Content Engineering @mbalogh Buddy Scalera Sr. Director, Content Strategy @buddyscalera #intelcontent Sending 8 Million Custom Emails Weekly
- 22. Matt Balogh Sr. Director, Content Engineering @mbalogh Buddy Scalera Sr. Director, Content Strategy @buddyscalera #intelcontent Enterprise Hosting and Development
- 23. Matt Balogh Sr. Director, Content Engineering @mbalogh Buddy Scalera Sr. Director, Content Strategy @buddyscalera #intelcontent Here’s what I Learned From a Content Engineer Your neighbor’s kid built a website on WordPress… but that’s not this.
- 24. Matt Balogh Sr. Director, Content Engineering @mbalogh Buddy Scalera Sr. Director, Content Strategy @buddyscalera #intelcontent Here’s What I Learned from Content Strategy Meet with Content Strategists regularly to share ideas and try new tools together.
- 25. #intelcontent Matt Balogh Sr. Director, Content Engineering @mbalogh Buddy Scalera Sr. Director, Content Strategy @buddyscalera It's a Partnership 3
- 26. Matt Balogh Sr. Director, Content Engineering @mbalogh Buddy Scalera Sr. Director, Content Strategy @buddyscalera #intelcontent Content Strategy Editorial & Copy Strategy Content Engineering Strategy Content Distribution Strategy Media Strategy Measurement Strategy Design Strategy Strategic Alignment for Content Deliverables
- 27. Matt Balogh Sr. Director, Content Engineering @mbalogh Buddy Scalera Sr. Director, Content Strategy @buddyscalera #intelcontent Content Strategy Editorial & Copy Strategy Content Engineering Strategy Content Distribution Strategy Media Strategy Measurement Strategy Design Strategy Creative marketing deliverables Strategic Alignment for Content Deliverables
- 28. Matt Balogh Sr. Director, Content Engineering @mbalogh Buddy Scalera Sr. Director, Content Strategy @buddyscalera #intelcontent Content Strategy Editorial & Copy Strategy Content Engineering Strategy Content Distribution Strategy Media Strategy Measurement Strategy Design Strategy Creative marketing deliverables Technology & distribution deliverables Strategic Alignment for Content Deliverables
- 29. Matt Balogh Sr. Director, Content Engineering @mbalogh Buddy Scalera Sr. Director, Content Strategy @buddyscalera #intelcontent Strategic Alignment for Content Deliverables Content Strategy Editorial & Copy Strategy Content Engineering Strategy Content Distribution Strategy Media Strategy Measurement Strategy Design Strategy Creative marketing deliverables Technology & distribution deliverables Media & analytics deliverables
- 30. Matt Balogh Sr. Director, Content Engineering @mbalogh Buddy Scalera Sr. Director, Content Strategy @buddyscalera #intelcontent Content Strategy Is a Conduit Between Strategies Content Strategy Editorial & Copy Strategy Content Engineering Strategy Content Distribution Strategy Media Strategy Measurement Strategy Design Strategy Creation LinkingPlanning Maintenance Technology Publishing Taxonomy Syndication Repurposing Social Media RelationsPaid Media Analytics Design Branding UI UX Maintenance KPIs & Reporting
- 31. Matt Balogh Sr. Director, Content Engineering @mbalogh Buddy Scalera Sr. Director, Content Strategy @buddyscalera #intelcontent Strategists Own Tactics Content Strategy Editorial & Copy Strategy Content Engineering Strategy Content Distribution Strategy Media Strategy Measurement Strategy Design Strategy Creation LinkingPlanning Maintenance Technology Publishing Taxonomy Syndication Repurposing Social Media RelationsPaid Media Analytics Design Branding UI UX Maintenance KPIs & Reporting
- 32. Matt Balogh Sr. Director, Content Engineering @mbalogh Buddy Scalera Sr. Director, Content Strategy @buddyscalera #intelcontent Content Strategy Content Engineering “I know the content and I know the strategy. Why am I not the content strategist?” “Just because I work with computers, everyone thinks that I am IT.” New Roles for the New Digital Landscape
- 33. Matt Balogh Sr. Director, Content Engineering @mbalogh Buddy Scalera Sr. Director, Content Strategy @buddyscalera #intelcontent
- 34. Matt Balogh Sr. Director, Content Engineering @mbalogh Buddy Scalera Sr. Director, Content Strategy @buddyscalera #intelcontent New Roles for the New Digital Landscape
- 35. Matt Balogh Sr. Director, Content Engineering @mbalogh Buddy Scalera Sr. Director, Content Strategy @buddyscalera #intelcontent The Magic Formula =Content Strategy Content Engineering Intelligent Content+
- 36. Matt Balogh Sr. Director, Content Engineering @mbalogh Buddy Scalera Sr. Director, Content Strategy @buddyscalera #intelcontent What We Learned Today Content Strategy is coordinating a lot of stakeholders to deliver effective content to Content Engineering who delivers the systems to support the strategies.
- 37. Matt Balogh Sr. Director, Content Engineering @mbalogh Buddy Scalera Sr. Director, Content Strategy @buddyscalera #intelcontent 3 Things Your Content Engineer Wants You to Know 2 Enterprise is Different than Personal It’s Always More Complex Than You Realize1 It’s a Partnership3
- 38. #intelcontent Matt Balogh Sr. Director, Content Engineering @mbalogh Buddy Scalera Sr. Director, Content Strategy @buddyscalera @mbalogh Matthew Balogh Sr. Director, Content Engineering The Medicines Company linkedin.com/in/MattBalogh slideshare.net/MatthewBalogh Thank You @buddyscalera Buddy Scalera Sr. Director, Content Strategy The Medicines Company linkedin.com/in/BuddyScalera slideshare.net/BuddyScalera
Notas del editor
- BUDDY
- BUDDY A little shop keeping before we get started.
- BUDDY Hi. I’m Buddy.
- MATT Hi. I’m Matt.
- BUDDY 2 dozen idea & execution
- BUDDY Pirates market tested better
- BUDDY So with that in mind, we’re going to give you 3 key things to think about, that you’ll want to think about when you are considering the Intelligent Content
- BUDDY Nothing in technology is easy. It just seems easy. Computers and the Internet are not easy. Your interface may be easy, but there’s a lot going on that runs technology. One request has a cascade effect. There may be multiple databases that are called for a single report.
- BUDDY
- MATT Worked together a long time This is a simplified schematic of an RM plan that Buddy delivered
- MATT 42 pathways, so when we make a change… The first 3 questions, when crossed with the user journeys, netted 112 distinct content experiences
- BUDDY
- MATT Technology has an easy interface. It used to be really hard, but now the UX makes it seem simple. If you’re an end-user it might be easy, but to get to the interface may require a lot more than you realize. For example: there is a lot going on here with this dashboard. You are looking at one query for one graph that I wrote for Buddy based on what he needs to do the content strategy
- MATT Example: TIME is hard. You think it would be easy, but different systems interpret time differently. Swapping Pirates for Orcs is not something you can tell me on a Friday at 4:00 and expect to have it done on Monday at 9:00AM when you come in. This is why we absolutely demand requirements and they must answer questions that you think are trivial. “Hours of planning…”
- MATT It is a lot more complex, but if you articulate it upfront things will go very smoothly If you try to gloss over the details you will pay for it later.
- BUDDY Build in time for your content engineer to review your user journeys, branching logic, and business rules. …it may be a lot more complex than you realize.
- MATT Real content strategy requires a process that coordinates a lot of data inputs research and planning. When I get content I assume it’s right. When I live with that content I understand what goes into writing a headline or a manuscript. *shovelware*
- MATT This is not your home PC or your WordPress website. “Yes, you can do it in WordPress or you can do it the right way.” And: “Yes, you’re right, your neighbor’s kid could bang out a website in a weekend.” Yes. That’s not this. This is complex. This is the thing that pays your salary. Yes, you can buy a domain name on your personal credit card to your Gmail address. That doesn’t mean it’s the right thing to do for the mid to large scale corporation you work for.
- BUDDY Yes, we sometimes use tools like MailChimp if they are the right solution. We may need to use Salesforce or databases or PowerBI too. So just because you see some tools that have a consumer skin, it doesn't always mean we’re using the consumer version. We may have the pro version or, better yet, we may be plugging the API into an analytics aggregator like PowerBI. (Let me show you the code to that. Does that look like the thing your neighbor’s kid is working on?)
- BUDDY
- MATT In a past life I wrote CRM systems for IBM. I also did email CRM for The Home Depot This is what a system that sends 8mm…..
- MATT
- BUDDY Just because you say “it’s only” does not make it easier on your content engineer A change that seems simple may have a cascade effect across multiple systems so your content engineer has to consider more than your individual request …it may be a lot more complex than you realize.
- MATT Content Strategists are usually passionate and curious, so they are constantly trying new tools to deliver better content across multiple channels and platforms. An ambitious content strategist is looking to do it the right way. In some ways their ideas are out in front and leading content engineering But I can guide them to a tool that does what you want and still gives you the security, scalability and stability I need
- BUDDY
- MATT I was in the audience when Buddy did a CS presentation and a junior copywriter stood-up and raiser her hand… I can fix your printer, but the point of the bio up front is that I have an MBA in marketing. So while yes I can fix your computer, an experienced content engineer is someone involved in your marketing, not just someone you throw it “over the wall” to. We want to know the details. The “why”, “who”, and “what”. Prior to now these roles didn’t exist in organizations. They are new roles that are evolving in real time. Your content engineer is not your IT guy. Your IT professional is focused on different systems that may be equally important to running the business. Treat your Content Engineer as part of your CONTENT team. Yes, to the Content Engineer, Content = VarX. We assume you know what you want your content to say and do. But if you only think of us as order takers or cab drivers taking direction, you miss the essential value of a content engineer.
- BUDDY describes this as an airplane, which flies better with two wings. It’s about balance. Tell me what you are trying to accomplish. I may know about technology tricks and solutions that you’ve never heard of. If you tell me to do X, I will do X. If you tell me what you want to accomplish and that you think that doing X is going to get you to that solution, I might be able to offer you XYZ at different price points, different levels of technology commitment and a lot higher ROI.
- BUDDY / MATT Somehow circle back to the Orcs and the Pirates. If you know the strategy and you know the intent and you know the content, we’ve prepared for Orcs, Pirates, and even Zombies.
- BUDDY
- MATT
- MATT/BUDDY So with that in mind, we’re going to give you 3 key things to think about, that you’ll want to think about when you are considering the Intelligent Content
- BUDDY / MATT