57. OOOOOOO
OOOOOOO
OOOOOOO
OOOOOOO
Content Content Content
Marketing Loyalty
Int’l
Travel
Corporate
Affairs
Customer
Service
Mobil
Prefer
Partne
IFE
Cargo
Social
Media
ROP
Alerts +
Advisories
Ad Sales
Media
Relations
Domestic
Flights
Investor
Relations
Charter
Services
sorships
ContracQ A UX Project
Mgmt.
DesignTech
Business
Travel
Group
Travel
CareersTraining
Merch
Copy
Ancillary
Products
Legal
#confabmn | #csat30kft| @hawkt
...and surrounded by product-oriented silos.
58. Photo:Kicki Holmén (flickr / CC)
These silos often constrain content teams...
#confabmn | #csat30kft| @hawkt
59. OOOOOOO
OOOOOOO
OOOOOOO
o o
o
oo
o
oo
o o o o oo o o o
o o o o o o o o o oo oo o
o o o o o o o o o oo oo o
o o o o o o o o o oo oo o
OOOOOOOo o o o o o o o o oo oo o
#confabmn | #csat30kft| @hawkt
...which can make it tough to focus on the big picture.
60. OOOOOOO
OOOOOOO
OOOOOOO
oo
o o o o oo o o o
o o o o o o o o o oo oo o
o o o o o o o o o oo oo o
o o o o o o o o o oo oo o
OOOOOOOo o o o o o o o o oo oo o
o o o o
#confabmn | #csat30kft| @hawkt
That’s why you’re here.
62. OOOOOOO
OOOOOOO
OOOOOOO
oo
o o o o oo o o o
o o o o o o o o o oo oo o
o o o o o o o o o oo oo o
o o o o o o o o o oo oo o
OOOOOOOo o o o o o o o o oo oo o
o o o o
#confabmn | #csat30kft| @hawkt
How can you strategize in this environment?
64. OOOOOOO
OOOOOOO
OOOOOOO
oo
o o o o oo o o o
o o o o o o o o o oo oo o
o o o o o o o o o oo oo o
o o o o o o o o o oo oo o
OOOOOOOo o o o o o o o o oo oo o
o o o o
John Sri Martha LeilaMo Curtis Ali
Selena Carol DirkJR Soraya Jon
Don Farnsworth Caleb MusangiAly Buck Pete
Aloysius Kaisar Rishi AngelaBud Winston Gordo
John Sri Martha LeilaMo Curtis Ali
#confabmn | #csat30kft| @hawkt
Understand the lay of the land.
65. OOOOOOO
OOOOOOO
OOOOOOO
OOOOOOO
Content Content Content
Marketing Loyalty
Int’l
Travel
Corporate
Affairs
Customer
Service
Mobil
Prefer
Partne
IFE
Cargo
Social
Media
ROP
Alerts +
Advisories
Ad Sales
Media
Relations
Domestic
Flights
Investor
Relations
Charter
Services
sorships
ContracQ A UX Project
Mgmt.
DesignTech
Business
Travel
Group
Travel
CareersTraining
Merch
Copy
Ancillary
Products
Legal
John Sri Martha LeilaMo Curtis Ali
SelenaJR Soraya Jon
Don Farnsworth Caleb MusangiAly Buck Pete
Aloysius Kaisar Rishi AngelaBud Winston Gordo
John Sri Martha LeilaMo Curtis Ali
#confabmn | #csat30kft| @hawkt
(in terms of people *and* their products)
66. OOOOOOO
OOOOOOO
OOOOOOO
OOOOOOO
Content Content Content
Marketing Loyalty
Int’l
Travel
Corporate
Affairs
Customer
Service
Mobil
Prefer
Partne
IFE
Cargo
Social
Media
ROP
Alerts +
Advisories
Ad Sales
Media
Relations
Domestic
Flights
Investor
Relations
Charter
Services
sorships
ContracQ A UX Project
Mgmt.
DesignTech
Business
Travel
Group
Travel
CareersTraining
Merch
Copy
Ancillary
Products
Legal
John Sri Martha LeilaMo Curtis Ali
SelenaJR Soraya Jon
Don Farnsworth Caleb MusangiAly Buck Pete
Aloysius Kaisar Rishi AngelaBud Winston Gordo
John Sri Martha LeilaMo Curtis Ali
Map out the connections.
#confabmn | #csat30kft| @hawkt
73. OOOOOOO
OOOOOOO
OOOOOOO
OOOOOOO
Content Content Content
Marketing Loyalty
Int’l
Travel
Corporate
Affairs
Customer
Service
Mobil
Prefer
Partne
IFE
Cargo
Social
Media
ROP
Alerts +
Advisories
Ad Sales
Media
Relations
Domestic
Flights
Investor
Relations
Charter
Services
sorships
ContracQ A UX Project
Mgmt.
DesignTech
Business
Travel
Group
Travel
CareersTraining
Merch
Copy
Ancillary
Products
Legal
John Sri Martha LeilaMo Curtis Ali
SelenaJR Soraya Jon
Don Farnsworth Caleb MusangiAly Buck Pete
Aloysius Kaisar Rishi AngelaBud Winston Gordo
John Sri Martha LeilaMo Curtis Ali
#confabmn | #csat30kft| @hawkt
You’re up against a lot of content.
77. Orchestrated
Content
Research
User research
Consumer insights
Search analysis
Strategy
Messaging
Channel presence
Content governance
Creation
Copywriting
Video production
Graphic design
Distribution
Strategic partners
SEO + SEM
Community building
Management
WCM
Editorial process
Workflow
Measurement
Metrics
Optimization
KPIs
Courtesy of Rachel Lovinger
Orchestrate the proceedings.
#confabmn | #csat30kft| @hawkt
78. Keep your shared goals top of mind.
#confabmn | #csat30kft| @hawkt
1
2
3
Existing
site
New
sitemap
Existing
site
New
wireframes
UX
reviews
Design
style guide
Comps /
prototype
New site
pages
79. Align your content strategy tools with these goals.
#confabmn | #csat30kft| @hawkt
1
2
3
Existing
site
New
sitemap
Existing
site
New
wireframes
UX
reviews
Design
style guide
Comps /
prototype
New site
pages
A
B
C
Content
inventory
Content
audit
Content
model
Content
matrix
Gap
analysis
Editorial
style guide
Editorial
calendar
Copy
decks
80. Direct traffic through checkpoints as necessary.
#confabmn | #csat30kft| @hawkt
1
2
3
Existing
site
New
sitemap
Existing
site
New
wireframes
UX
reviews
Design
style guide
Comps /
prototype
New site
pages
A
B
C
Content
inventory
Content
audit
Content
model
Content
matrix
Gap
analysis
Editorial
style guide
Editorial
calendar
Copy
decks
Your Client
81. Leverage tools that can remove obstacles.
#confabmn | #csat30kft| @hawkt
A
B
C
Content
inventory
Content
audit
Content
model
Content
matrix
Gap
analysis
Editorial
style guide
Editorial
calendar
Copy
decks
82. Do your best to clear the runway of challenges.
#confabmn | #csat30kft| @hawkt
Your Client
89. Get to know how everything works together.
#confabmn | #csat30kft| @hawkt
External Referrals
Browser Tier
Web Tier
Middle Tier
Services Tier
Enterprise Tier
Reservation System
90. Photo:National Archives
Make decisions based on this knowledge.
#confabmn | #csat30kft| @hawkt
External Referrals
Browser Tier
Web Tier
Middle Tier
Services Tier
Enterprise Tier
Reservation System
YOU ARE HERE
102. Custom implementations add layers of complexity.
#confabmn | #csat30kft| @hawkt
Courtesy of The Asylum.
103. What’s a good way to deal with these issues?
#confabmn | #csat30kft| @hawkt
Courtesy of The Asylum.
104. Photo: Peter Burge (flickr / CC)
Think like an attendant.
#confabmn | #csat30kft| @hawkt
105. OOOOOOO
OOOOOOO
OOOOOOO
OOOOOOO
Content Content Content
Marketing Loyalty
Int’l
Travel
Corporate
Affairs
Customer
Service
Mobil
Prefer
Partne
IFE
Cargo
Social
Media
ROP
Alerts +
Advisories
Ad Sales
Media
Relations
Domestic
Flights
Investor
Relations
Charter
Services
sorships
ContracQ A UX Project
Mgmt.
DesignTech
Business
Travel
Group
Travel
CareersTraining
Merch
Copy
Ancillary
Products
Legal
John Sri Martha LeilaMo Curtis Ali
SelenaJR Soraya Jon
Don Farnsworth Caleb MusangiAly Buck Pete
Aloysius Kaisar Rishi AngelaBud Winston Gordo
John Sri Martha LeilaMo Curtis Ali
Empower your client’s content team.
#confabmn | #csat30kft| @hawkt
106. Photo: Peter Burge (flickr / CC)
Create tools that suit their needs, not yours.
#confabmn | #csat30kft| @hawkt
A
B
C
Content
inventory
Content
audit
Content
model
Content
matrix
Gap
analysis
Editorial
style guide
Editorial
calendar
Copy
decks
107. Photo:Kecko (flickr / CC)
Help establish processes that make their lives easier.
#confabmn | #csat30kft| @hawkt
1
2
3
Existing
site
New
sitemap
Existing
site
New
wireframes
UX
reviews
Design
style guide
Comps /
prototype
New site
pages
A
B
C
Content
inventory
Content
audit
Content
model
Content
matrix
Gap
analysis
Editorial
style guide
Editorial
calendar
Copy
decks
Your Client
108. Shoutout: Akbar Bhaidani
Measure their success (it’s yours too).
#confabmn | #csat30kft| @hawkt
Customer-facing metrics Internal metrics
• Page views
• Time on site
• Bounce rate
• Exit rate
• Search rankings
• Back links created
• Efficiency metrics - ongoing and one-time content
- Time/cost to create content
- Time/cost to deploy content
- Time/cost to test content
• Satisfaction metrics
- Ratio of WCM users to non-users
- Ratio of static to dynamic content
- WCM system NPS
• Performance metrics
- Content accuracy - number of edits
- Content reuse – number of pages used
- Avg. number of channels per content asset
115. OOOOOOO
OOOOOOO
OOOOOOO
oo
o o o o oo o o o
o o o o o o o o o oo oo o
o o o o o o o o o oo oo o
o o o o o o o o o oo oo o
OOOOOOOo o o o o o o o o oo oo o
o o o o
Photo:Kecko (flickr / CC)
Always be ready to assume responsibility.
#confabmn | #csat30kft| @hawkt
117. Ever tried to land a plane on the head of a pin?
#confabmn | #csat30kft| @hawkt
$0.15B
$143.3B
118. That’s kinda the situation airlines are in today.
#confabmn | #csat30kft| @hawkt
$0.15B
$143.3B
119. Given the circumstances, they’re doing pretty well.
Source: Forrester, 2014.
#confabmn | #csat30kft| @hawkt
120. And they’re investing in good content, which helps.
Source: Forrester, 2014.
#confabmn | #csat30kft| @hawkt
121. You can help by doing what you do best.
Source: Forrester, 2014.
#confabmn | #csat30kft| @hawkt
A
B
C
Content
inventory
Content
audit
Content
model
Content
matrix
Gap
analysis
Editorial
style guide
Editorial
calendar
Copy
decks
122. Also by thinking about things from the airline’s POV.
#confabmn | #csat30kft| @hawkt
123. Because you know what they say:
Photo: ZeroOne (flickr / CC)
#confabmn | #csat30kft| @hawkt
124. “As goes the content, so goes the experience.”
Photo: ZeroOne (flickr / CC)
#confabmn | #csat30kft| @hawkt