Content that is modular, structured and semantically rich can attain almost magical powers. These powers make your content have more marketing impact -- and ultimately can increase your content ROI -- no matter whether that content is part of your website, newsletter, blog, or mobile application. In this presentation, Colleen Jones, CEO of Content Science, will detail the benefits of structured content and provide examples you can apply to your content. She’ll detail how content can be organized for better distribution and discovery, all while delighting your customers and users. You’ll gain actionable knowledge about structured content as well as ideas to drive better results from your marketing and a higher ROI on your content.

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ABOUT ME
• Founder of Content Science
• Content intelligence + strategy
• Services, software, + online magazine
• Author of 2 cornerstone content books
• Advocate for influential content (before
it was cool!)
• Proud parent…

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LEARN THE WAYS
OF METADATA
YOU MUST
Structured Content

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OUR GOALS
ROI Recap!
Definitions
4 Ds of
Metadata Magic

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Metadata is data that structures
your content +, consequently,
gives it magical powers.

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METADATA

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CONTENT
METADATA

8. Structured Content@leenjones • #intelcontent
Magical Power

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Make Powerful
Marketing with
Metadata

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OUR GOALS
ROI Recap!
Definitions
4 Ds of
Metadata Magic

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Metadata equips your
structured content
with 4
marketing powers.
DISCOVERY
DELIGHT
DISTRIBUTION
DEDUCTION
CONTENT

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Metadata describes your content for technology so that
• Search engines, content management systems, and social
media sites understand it and retrieve / deliver it.
• People, ultimately, can find it when searching and browsing.
Content DISCOVERY

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“Yoda dog
costumes”
Bad Metadata!

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• ACS example
The Best Content Missing Because of
Bad Metadata
Top search term:
transportation assistance

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Metadata describes your content for technology so you can
• Aggregate
• Syndicate
• Mashup
• Reuse
• Deliver Across Channels
Content DISTRIBUTION

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Good Metadata!

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Teaser
Home Page
Feature
Category
Page
Related
Article Page
Landing
Page
Email
Search
Results

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Metadata describes your content for technology to power
• Personalization
• Localization
• Engineered Serendipity
• Merchandising
Content DELIGHT

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GREAT
CONTENT +
METADATA
YOUR
LOCATION DATA
DELIGHTFUL
MOMENT

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Content metadata combines with data about your customer
to trigger contextually relevant content.
• Behavior – What topic(s) is your customer visiting or searching for?
• Settings – What preferences has your customer set?
• Location – Where is your customer? What time of day is it there?
Content DELIGHT

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Metadata collects data about how people interact with your
content and, consequently, yields powerful
content intelligence.
• Analytics tags
• Advertising / promotion tracking tags
• Content evaluation tool tags
Content DEDUCTION

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Quitting Smoking Content
• High page views
• High bounce rate
• Good or bad?
Content DEDUCTION

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WEB /
CHANNEL
ANALYTICS
CONTENT
SURVEY
DATA
CUSTOMER
INQUIRIES +
SENTIMENT
BUSINESS
METRICS
Insight + Action
Content ROI Content Effectiveness Content Value Customer Insight Prediction
Analysis + Interpretation
Ask Content Questions Mine for Answers Triangulate Data
Content DEDUCTION: Content Intelligence System

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Content DEDUCTION: Content Intelligence System
Content
GOOGLE
ANALYTICS
OPTIMIZELY
HOT JARSURVEYS +
INQUIRIES
CONTENT
WRX

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Metadata makes
marketing meaningful.
Metadata seems small, but it
makes a big impact.

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OUR GOALS
ROI Recap!
Definitions
4 Ds of
Metadata Magic

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INCREASE REVENUE BY… SAVE COSTS BY…
$ Increasing sales across digital
channels
$ Increasing cross sell and upsell
$ Increasing sales leads
$ Improving quality of sales leads
$ Reducing churn and boosting
loyalty
$ Maintaining or improving
customer satisfaction
$ Reducing content maintenance
time + effort
$ Repurposing existing content into
new content marketing products
$ Maximizing the use of content
management technology
$ Reducing risk of content errors +
inconsistencies
$ Reducing effort to optimize for
mobile and multichannel delivery
A Recap of Potential ROI

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Promising Pilot Scalable Success
INCREASING REVENUE
36% Boost in Weekly Sales

35. EVEN MORE ROI
Repurposing Content in
Post Purchase Email
Product Tips
Related
products
Related condition

36. SAVING COSTS
OMNICHANNEL REUSE
36
PRODUCT
DESCRIPTION
WEB +
OFFICE
COLLATERAL
SEARCH
RESULTS
PERSONALIZED
NEWSROOM UPDATE
CUSTOMER WEB PAGE
PERSONALIZED
EMAIL NOTICES
FINANCIAL ADVISOR
WEB PAGE

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• Photo: The Daily Mail
MAY THE STRUCTERED
CONTENT FORCE
BE WITH YOU!

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COLLEEN
JONES
CEO, Content Science
Content intelligence + strategy
to accelerate your business
content-science.com