Curated content for content, computing, and digital experience professionsals

Tag: adaptive content

Gilbane Advisor 9-30-15 – Mobile web 2X app traffic

Mobile browser traffic is 2X bigger than app traffic, and growing faster

Mobile browser traffic is actually twice that of mobile app traffic, according to a just-released Morgan Stanley report… This appears to fly in the face of recent, strong, and repeated evidence that the app is winning, capturing 80-90 percent of our time on mobile.

Using comScore data, Morgan Stanley says the web is winning… comScore says the app is winning… Both are right… The problem is terminology and the exact focus of each study. Morgan Stanley’s study is focused on unique visitors… while comScore’s report is focused on actual user time spent.

There is still a lot of confusion around this. It’s not as simple as mobile web vs app. Marketers need mobile strategies that cover both: a mobile web strategy for top of the funnel reach and growth, and an app strategy for increasing engagement with those further along in the “customer journey”. For details Read More

Adaptive Content, Context, and Controversy

Trying to decide between responsive design, adaptive design, or separate web and mobile sites? It is a big decision and the attendent debate is both necessary and well worth the effort educationally. Technical, marketing, and business stakeholders should all be involved and all would benefit from Karen McGrane’s accessible and useful perspective on the options. Read More

Marketing technologists, growth hackers, and regression to the mean

This predicted phenomenon — of marketing technologists being a temporary specialization that largely regresses back to the mean of what defines a “marketer” — seems analogous to the pattern we’ve seen with digital marketing and, possibly, what we’re seeing with growth hacking too.

For a while, digital marketers were specialists that raced ahead of baseline marketers with their unique knowledge and domain expertise. But today — even though we’re not there completely — we see the reunification of digital marketing into the standard definition of marketing. Digital marketing is just an implicit part of marketing now. … Although, important to note, it took 20 years. Read More

This free online encyclopedia has achieved what Wikipedia can only dream of

For all Wikipedia’s utility it is too often frustratingly incomplete and blatantly biased. This is not a knock on its hard-working editors or its laudable mission. Wikipedia it is a positive force in advancing education and its faults are mainly a result of its idealistic scope. Hopefully it will continue to grow and improve. There at least one example of a very successful model that should at least be applicable to other special domains…

The Stanford Encyclopedia of Philosophy may be the most interesting website on the internet. Not because of the content—which includes fascinating entries on everything from ambiguity to zombies—but because of the site itself… Its creators have solved one of the internet’s fundamental problems: How to provide authoritative, rigorously accurate knowledge, at no cost to readers. It’s something the encyclopedia… has managed to do for two decades … Unfortunately, all of the other current ways of designing an encyclopedia very badly fail to meet at least one of these requirements. Read More

The Fake Traffic Schemes That Are Rotting the Internet

If you’ve been following the topic you won’t be shocked, but will likely find some additional details in this report. If you are not familiar with what has been going on the report will open your eyes wide – where they should be if you are spending money on advertising. The infection by vertical domain is interesting too. Read More

 


Gilbane Conference 2015

Gilbane Conference 2014 bulb

Join us in Boston, December 1-3. Content, technology and customer experience. gilbaneconference.com


Short takes

The Impossible Definition of Content Marketing… “Or we could just call it marketing.” via Percolate

Publishers & advertisers no longer in alignment… Popping the Publishing Bubble via Stratechery

His theory of diffusion causation could be applied to other cases – the Web for example. How quickly will ads disappear from the Internet? via Asymco

One publisher’s reaction to ad blockers… You Can Now Turn Off Ads On Techdirt via Techdirt

Data dwarfs… Why are we still calling them phones? via Quartz

This is a great start in improving citizen web experience. Introducing the U.S. Web Design Standards via 18F.gsa.gov

Adobe’s Plan to Make Your iPad as Good as Your Desktop makes sense for them, and Apple is helping. via Wired

Good advice for product managers and designers. Dark Forest At Night via Medium

If you use Flash you no-doubt already know that this already happened… Google’s Chrome Browser Will Begin Blocking Flash Web Ads via the Wall Street Journal

About

The Gilbane Advisor curates content for our conference community of content, computing, and digital experience professionals throughout the year. You can also subscribe via our feed.

The Gilbane Conference on Content, Technology, and Customer Experience helps marketers, IT, and business managers integrate content strategies and computing technologies to produce superior customer experiences for all stakeholders.

Speaker Spotlight: Rahel Anne Bailie – Content marketing and content strategy not the same

As we did last year we’ve posed some of our attendees’ most frequently asked questions to speakers who will be at this year’s Gilbane Conference and will be sharing their complete answers with you here. This week we’re spotlighting Rahel Anne Bailie, Founder and Senior Content Strategy Consultant of Intentional Design Inc. You can see all Speaker Spotlights from our upcoming conference as well as last year’s event.

Rahel Bailie image - Gilbane 2014Speaker Spotlight: Rahel Anne Bailie

Founder and Senior Content Strategy Consultant

Intentional Design Inc.

Follow Rahel: @rahelab

 

Given that there are more smartphones than PCs on the planet and both will be important for the foreseeable future, how should organization’s content delivery priorities and technologies change? How is yours changing?

The emphasis on having a proper strategy for content delivery is going to increase as we have more complex delivery needs – and I believe that smartphones are just the tip of the iceberg. Wearables will be the next challenge, and who knows what will come after that. So some of what we need to do is think “content first” and combine that with responsive design and adaptive content. That means changes to technology and infrastructure, changes to processes, and improvements to skill sets of both technologists and writers.

Does the ‘internet of things’ have an immediate or near-term impact on your organization’s information or collaboration infrastructure? How so?

The idea that the internet of things is going to be a walk-in-the-park is a little optimistic. There are lots of business drivers and user behaviors that need to be figured out before there will be adoption at any scale. If any information or collaboration infrastructure is affected, it needs to be between market analysts and technologists, who are usually at opposite ends of a project.

Marketing is the most talked about discipline that needs to take on more responsibility for technology to be effective. What can other departments learn from the discussion around marketing technology and marketing technologists?

Any department along the content delivery supply chain needs to develop basic literacy when it comes to marketing technologies. Each organization has its idiosyncrasies, but that doesn’t mean a particular department gets to take a pass. A chain is only as strong as its weakest link, and we’ve seen time and time again how weak links can sink an entire initiative, by being blockers.

Although sometimes used interchangeably ‘content strategy’ and ‘content marketing’ refer to very different though often connected disciplines. How and where should these activities be organized?

This is a particular irritation of mine. Content marketing and content strategy are two distinct disciplines. There are overlaps, sure, but the very names indicate the distinction. Content marketing is about just that, marketing, with a focus on acquiring and engaging target audiences, which in turns drives an increase in the bottom line. Content strategy keeps marketing in mind – after all, you don’t want to do anything to harm profitability – but the focus is on planning for the management of content throughout the entire content lifecycle, no matter what the input or output. Content strategy is the umbrella to any content marketing strategy because it does not confine itself to a single content silo or type; content strategy instead provides the glue that connects all sub-strategies together, including content marketing.

Catch up with Rahel at the Gilbane Conference:

Track T: Re-imagining the Future: Technology and the Postdigital Experience

T5: Multichannel Content Management – How do you do it?
Wednesday, December 3: 9:40 a.m. – 10:40 p.m.

Register now to hear more from Rahel and all of our speakers.

See our complete conference program for more details.

Additional Gilbane Conference workshops posted

Gilbane conference lightbulb logo

We’ll be posting the complete program for this years’ Gilbane Conference over the next 2-3 weeks on the main conference website. The afternoon workshops are below.

Workshop D. Adaptive Content Modeling for Omnichannel UX

Speaker: Noz Urbina, Consultant and Founder, Urbina Consulting

Thursday, December, 4: 1:00 p.m. – 4:00 p.m.

Your users need you to come to this session, even if they don’t know it. Multi-channel, or “COPE (create once, publish everywhere)”, content is a bit of a holy grail. Our trade is discussing content being freed from the browser, available for reuse, and accessible in apps, kiosks, responsive mobile deliverables, eBooks and syndication services to our partners – even in wearable technologies. All this should improve the experience of users, and benefit the organizations that serve them. Adaptive content is content that is nimble enough to realize all these ambitions. But making our content adaptive means addressing a topic that sends many running for the fire exit or nearest window: semantic modeling of structured content. This session will connect the dots between adaptive content, responsive design, multi-channel delivery and user experiences to show you why you want and even need to have semantic content structures. It will then go through a non-terrifying introduction to getting started with modeling your own content in a future-proof way. Learning objectives:

  1. The knowledge that their content is already more structured than they realize.
  2. A solid sense of what semantic, structured content actually is and its relationship to adaptive content, multichannel, and UX.

This workshop is designed for either intermediate or expert attendees. Bring your laptop and go home with samples and templates.

Workshop E. CMS Implementations: The View from the Implementor’s Side

Speaker: Deane Barker, Director of Business Development, Blend Interactive

Thursday, December, 4: 1:00 p.m. – 4:00 p.m.

Ever wanted to know how CMS integration shops approach projects, and how you can better work with them or use their techniques in your own organization? In this workshop, Deane Barker will explain the ins and outs of CMS project work from the perspective of a veteran integrator, with the goal of helping you understand how best to find an integrator, work with your chosen integrator, or manage your project and team. Learn about how integrators:

  • Evaluate RFPs
  • Develop proposals
  • Scope projects
  • Schedule work
  • Manage client expectations
  • Plan implementations
  • Select software
  • Execute and manage development
  • Support existing implementations

Workshop F. What’s it Worth? Assessing the ROI of your Content

Speaker: Lindy Roux, VP, Content Marketing and Strategy, Rauxa

Thursday, December, 4: 1:00 p.m. – 4:00 p.m.

No matter how well researched and deliberate your content strategy is, the proof lies in the pudding and the most successful content professionals continually evaluate the effectiveness of their content and adapt their strategies to improve the return. Too often, content is evaluated or audited only when a major digital shift is in play (a move to a new CMS, a new marketing automation tool, a new campaign launch.) In order to be truly successful, that evaluation should be ongoing, providing the opportunity to learn from past content marketing successes and failures. Lindy Roux will demonstrate an approach to content evaluation across multiple channels, based on qualitative and quantitative assessments, which has been used to help organizations understand the true ROI of a piece of content. The session will end with a practical exercise in content evaluation where participants will try their hand at developing assessment criteria and then applying these to real content. Participants in the session will learn:

  • How to establish content goals that are measurable and realistic
  • A way to evaluate content against these goals
  • How to establish a regular review workflow and process
  • An approach to optimization across all channels
  • The appropriate team structure for ongoing content performance

Multichannel content management

Meg Walsh at Gilbane 2013In Marketing technology landscape explosion and CMS evolution we looked at two of the major themes of December’s Gilbane Conference. The third major theme that we asked speakers to respond to in our spotlight series was the challenge of multichannel delivery:

What is the best overall strategy for delivering content to web, multiple mobile, and upcoming digital channels? What is the biggest challenge? Development and maintenance cost? Content control? Brand management? Technology expertise?

The best overall strategy and the biggest challenge are the same: creating and managing content that can be optimized for each channel and device including those not anticipated. In short, true Multichannel Content Management, or MCM if we can deal with yet another acronym (Yaa!). Of course the “multichannel” is only necessary for emphasis because “web” content management has been dominant for a few years, and “enterprise” content management was hijacked by the document management interests early on. Perhaps soon, “multichannel” will be redundant and just plain old “content management” will suffice.

Multichannel content management is really hard. Organizations have been implementing such “single source publishing” or “create once, publish everywhere” systems for many years, but the difficulty and cost prevented most from taking it on and forced others to give up even knowing it was the right thing to do.

Multichannel content management is still hard, but it was one thing to hesitate when there was only one extra channel – now there are n+1 channels, the cost equation has changed, and you can’t build a sustainable digital experience without solving this problem.

Organizations who successfully built multichannel content management systems in the past were largely those with direct access to technologists, for example technical documentation, product support, engineering, and R&D. Marketing organizations, aside from a few with large global presences and big brand asset management problems, mostly stayed away – technology and cost were fearsome, and organizational structures and agency dependencies also created barriers. Staying away is no longer an option. Reaching today’s consumers requires an n+1 distribution strategy.

In her keynote presentation, Marriott’s Meg Walsh inspired the audience with her discussion of their distribution and scale challenges and the necessity for a strategy based on adaptive content that is device agnostic – in other words, a multichannel content management capability. She shared a wonderful quote from Jonathan Perelman, VP, Agency Strategy @Buzzfeed, “Content is King, but Distribution is Queen, and She wears the pants.”

Note that Meg’s role is very much that of a marketing technologist. She ran the content management practice in Marriott’s sales and marketing group before moving to Marriott’s IT organization to take responsibility for technology platforms to support the sales and marketing activity.

We’ll be covering much more of what one attendee called “Real Multichannel Content Management and publishing” at this year’s conference, and would love to hear from more marketing organizations that are making the Distribution Queen happy.