Thursday, November 20, 2014

Give your cross-media approach wings @nozurbina #congrescm

Second keynote at the Content Marketing and Webediting conference is by Noz Urbina about going omnichannel. Here are my notes of his talk.

Do you know the difference between multi- and omni-channel? Noz will answer this question during his talk.
Overt selling has given way to problem solving. Sweeping statements have given way to conversation-like message. (Rose)
Good example of omni-content: cards Google is showing based on searches. E.g. showing the opening times of a supermarket when you Google for it, instead of showing you a link to the site of the supermarket.
There are more and more channels and there's more and more need for personalization of content.
We’re realizing content is the strategic business asset, not the deliverable that wrap it. Content is vital across channels.

We must:
  1. fix the content (make it media-agnostic; make is reusable, well-modelled; apply semantic metadata; apply audience, applicability and context metadata to decide where and when to route it)
  2. assemble and serve more intelligently (manage systems that understand the content; etc)
Ad 1. Distinguish between Content, Models, Users, Scenario's and Outputs This links the world of UX to the world of content. The content model is the backbone of adaptive, cross-media, omnichannel content strategies.
Ad 2. It's not about the cms anymore. We need to think in layers: Create (authoring tool(s)), Manage (CCMS), Serve and transform (processors/api's), Publish and measure (WCMS). Then you can serve to everyone, channels, specific people. Also can relate to CRM's and translation management systems.

Omnichannel is when you take your content/assets and maps them to the phases of your relationships. This is not the same as multi-channel. Google understand this and tracks it with Google Universal Analytics.

In summary:
  • Who are you really talking to?
  • What content, format, model?
  • When should you personalize?
  • Where: device, channel, layout?
  • Why, updated valued-prop?
  • How will you create, govern, publish and measure?

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