Profitable Content Management 3 Smart Strategies for Leveraging Content Assets in a Tight Market



 Rahel Bailie
Content Strategist, Intentional Design, Inc.

 Mark Zecca
CTO, Mitchell 1

 Mark Witman, Moderator
Vice President, Aptara


Confidential. Not for distribution.

About Intentional Design Inc.

• Content strategist from a communications  background  (aka business analyst,  information architect, usability professional,  customer advocate, writer) • Providing strategies for better use of  critical‐path content since 2002

Three Strategies to Get More from Your Content

1. 2. 3.

Turn your content into assets Use your content strategically Maximize your content ROI

What’s content?

Content is  human‐usable, contextualized data

Context makes this  piece of data into  meaningful content

Data: 12 Content: • December • A dozen • Players on a team

What’s relevant  content to us here?

Product information: ‐ Critical‐path ‐ Pre‐sales  (decision support) ‐ Post‐sales  (relationship support)

Three Strategies to Get More from Your Content


Turn your content into assets


In an information  economy, content  is critical on many  levels

Recognize that  you are a publisher of  corporate assets

Manage your  content assets

Use those content assets  to gain  competitive  advantage

Example: Content assets are re‐used in 3 areas (“triumvirate”) 

Support instantiation

Training instantiation

TechComm instantiation

Three Strategies to Get More from Your Content

1. 2.

Turn your content into assets Use your content strategically

Now, broken  experiences can  damage brands faster  than ever.

“Nothing can  deter confidence  quicker than  a broken  experience.”*

* Christopher Cashdollar,  Creative Director,  Happy Cog Studios


Turn your best  content into  high‐value assets

Value differences between content assets Low‐value assets • Pain point • Treated as cost centre • Single use • Not part of strategy or  development cycle • Don’t worry about  accuracy, control, re‐use • Sacrifice user experience  to “economize” High‐value assets • Value‐add • Treated as corporate asset • Multiple uses • Investment is made in its  creation & development • Managed with the care of  other corporate assets • Find ways to use it in  many ways to create value

Reality check

Exploit the power of  content that can  work for you

The power of convergence, integration, and syndication • Integration: example – inserting a size into a  product description • Convergence: example – bringing together  content from multiple  sources for a single  display • Syndication: example – sending content to  interested parties

Example: Content is converged into a product portal

Reality Check

The quality bar  is continually  being raised.

Same content, two content strategies


“This Visa interface is great. I can download each statement, by month, for the last year.”

2:00 PM

Same content, two content strategies


“This Visa interface is great. I can download each statement, by month, for the last year.”


“Vancity is great. I can enter the dates and download a whole year at a time, for the last two years – in a single transaction.”
2:15 PM


“Visa’s monthly download is driving me bananas. Why doesn’t Visa get it together?”

2:00 PM

2:18 PM

Three Strategies to Get More from Your Content

1. 2. 3.

Turn your content into assets Use your content strategically Maximize your content ROI

ROI check

5 basic ways to  get ROI from  your content

User experience goes hand‐in‐hand with content strategy

• For content to be able to:
– Converge (show content from multiple sources) – Integrate (embed data into content) – Syndicate (send content out on demand)

• Content must be:
– Standards‐based (XML for repurposing) – Well‐formed (using predictable schema) – Structured (for automated delivery) – Semantic (searchable, sortable)

Content ROI / IRR

On the Internal Rate of Return (IRR) side:

1. 2. 3. 1. 2.

Extend scope Manage risk Increase efficiencies Build brand loyalty Increase revenue

On the Return on Investment (ROI) side:

In closing

Where  there’s a will,  there’s a way.

In closing

Where there’s a  strategy, there’s  success.

The Role of Content
We are Facing an Increasingly Information-Driven Economy However, like most popular and well identified necessities, Information is being commoditized Content is now like CASH!

What Mitchell 1 Manages
• 212 million files with a rate of 65K files per year growth • Lowest common denominator equals a repair article (converted SGMA to XML) • Articles are 1 to 200 pages • Over 65 various sources • Collection occurs as a monthly process • Employs editorial, authorship, and content servicing

Mitchell 1 as Content Provider
After-Market Repair Marketplace

OEM Manufacturers

Mitchell 1 Information

Do-It-Yourself Public

Content as Corporate Asset

Content fed by subscription is like water from the tap.

87K customers in a market of 147K possible doors

Managing the Content Asset
• Content is capital even though it’s served up as a commodity • CMS’s are tools not strategies • Content activities (and outsourcing) include:
– – – – – – – – Content Collection Content Normalization Configuration Standardization Re-Authorship Editorial Provisioning Tracking & Metrics

Tools of the Content Trade

Content as Competitive Edge
• Leverage years of content • Make the hard work of content maintenance and growth, scalable/easy • Requires market intelligence • Understand competitors, competition environment, competitive tools • Make sure the asset is not an anchor (understanding the value of leapfrogging)

Meeting Users Needs

Push Content Print Digital Media Web Info Web Portal

Pull Content Web Portals Decision Portals Answer Engines Answer-back Portals

User vs. Corporate Needs
• • • • • • •

User Content on demand Cheap content Related content Content tools Extensive content Content support Content growth

• • • • • • •

Corporation Create system delivery Cost effective creation Relational systems Search engines Answer services Decision engines Target growth

(Maximize content acquisition for $)

Power of Content
Converging Content • M1 uses multiple sources • Enrich primary content to extend value • Focus content resources Integrating Content • Find & employ standards • Look for the common denominators Syndicate • Leverage on-demand capabilities • Employ multiple vending/provisioning methods

Standards-Based Content
• • • • • • • Easier to collect Simpler to combine Increases support capability Allows more interactive capability Easier to change, improve, modify More available support tools Increases extensibility

Content Lifecycle
• Find sources Analyze • Filter value vs. non-value content

• Standardized repository • Standardize protocol Deliver Collect

• Determine output • Provide vending solutions


• Manage & measure Deliver • Push-Pull •On-demand

Content Creates Content

Internet Pulling use data to create new content Media Automotive Repair Data

Computer-to-Computer Interface




Mitchell 1 Future
• Morph the content for better delivery • Reduce common denominator from articles to XML data fragments • Target point-search to data fragments (vs. Google search Boolean return) • Add answer & decision engines and eliminate search only strategies


Rahel Anne Bailie
Intentional Design rabailie@intentionaldesign.ca +1 604 837 0034

Mark Zecca
Mitchell 1 mark.zecca@mitchell1.com +1 858 391 5233

Mark Witman
Aptara mark.witman@aptaracorp.com +1 717 360 8837



Confidential. Not forfor distribution. Confidential. Not distribution.

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