Learning to work smarter, not harder, with content -- advice to marketing content folks from the technical content practice Is your typical approach to new marketing project to start from scratch? Are you under the gun to do more and more with less time and fewer resources? And are you feeling the pain of that “start from scratch” process considering the current demands on you and your time? This is your invitation to get a peek into the technical content practitioner’s playbook and learn some post-sales content secrets to apply to your pre-sales content projects. You might think technical content folks are geeky recluses who transcribe dry specs and have nothing to share with marketing. This keynote will change your mind and open communication with those technical folks across the aisle.

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You Don’t Have to Start Over Every Time
Work smarter, not harder, with content
Andrea L. Ames
Enterprise Content Experience Strategist, IBM
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AGENDA
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Their people are not my people.
Yes they are.
We are all content people!
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AGENDA
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AGENDA
① Our secret sauce: Models
② Why develop models?
③ How to create a model (framework)
④ Example: Content Experience Model
⑤ Q & A
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AGENDA
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Models
Representations
or simplified
versions of an
object or system
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Models
Contain features necessary to
Ensure understanding
Support decision making
Explain, control, and predict events
Patterns applied in context … not rigid rules or recipes followed blindly
Maintain fundamental purpose, form, and structure … details may vary
Lead to consistency … and recognizable brand identity

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Why develop models?
Do more with fewer—possibly less skilled—resources
Do more in less time
Improve efficiency
Save money
Increase consistency while leaving room for creativity

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AGENDA
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The content job of the future is in
business strategy…content
transcends job role…becomes an
institutional competency.
Robert Rose, ICC 2016
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AGENDA
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We have to get good at the game
of creating content
as a business strategy.
Robert Rose, ICC 2016
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AGENDA
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We have to get good at the game
of creating content
as a business strategy.
Robert Rose, ICC 2016
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everyone

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AGENDA
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Encapsulates
capability for
•The business
•Our users
•Content creators
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How to create a model (framework)
Analysis and design
Understand and map the customer/user journey
Identify patterns (content, relationships)
Define and describe characteristics
Application
Instrument, document, and educate
Validate/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

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AGENDA
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Define and refine
until we achieve
predictable,
consistent results
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AGENDA
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A specific
example:
Content
Experience
Model
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Content Experience Model
User Journey Model
Describes ideal interactions between users and content
Content Model
Defines standard building blocks of content
Access Model
Defines how users will find and content
Effectiveness Model
Provides a framework for validating and measuring content

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User Journey Model
Describe typical journeys (high-value tasks) through pre-
and post-sales phases
Cover key products, components
Map content (subjects, types) into
phases where needed
Awareness
Consideration
Purchase
Retention
Advocacy

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Content Model
Leverage the User Journey Model to understand subjects,
types of content needed across the journey
Standardize subjects through taxonomy
Define generalized collections of content meaningful to users
Develop templates

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Access Model
Leverage the User Journey Model to understand access
points for content needed across the journey
Define primary access mechanisms: search, browse,
embedded
Map out how collections of
mechanisms work together to
support a range of user interactions

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Effectiveness Model
Define a framework of potentially applicable KPIs, metrics—
consider qualitative and quantitative
Identify research and validation methods
Define “reports” and work backward to
data collection and instrumentation
Map metrics to stakeholders

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Applying models = Designing with patterns
Describe what content is needed and why
Describe where/when and how content is delivered—e.g.
Web site, accessed via search
Embedded, pushed via updater
Implement and validate

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AGENDA
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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

21. @ 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

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AGENDA
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Q & A
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23. @ a a m e s • # i n t e l c o n t e n t
Andrea L. Ames
Enterprise Content
Experience Strategist
IBM
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