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Subject: Update on Marketing Content


Towards a DITA LW schema for Marketing


 
1. What have we done so far?

We (Noz and Jan) have been collection information and insight. We have talked with quite a number of people, in particular in the margin of the various conferences in the past summer/ fall. Furthermore, at FontoXML we are implementing a few cases where 'technical marketing content' is concerned.

2. What are we talking about?
 
A. B2B 

We have now distinguished:

- Type 1: Well-structured examples, standardise publications produced in high numbers. Example: Case-studies / White-Papers .

- Type 2: Semi-Technical Communication used in Pre-sales. Typically technical topics, combined with Features, Benefits, etc.

Much smaller than B2C in people, but sometimes even more complex interaction with the content. 
 The staff person responsible for this is a more traditional marketer. Given the responsibility of giving taking their content  to the next level.  
Typical "Silo" problem seems important here.  


B. B2C

Focus on people who are in charge of content performance across digital channels (person running content marketing...) . Very often the blog. 

Typically, these content-marketing blogs (if successful) get 'out of hand' in terms of:
- content-redundancy
- multi-device / multi-channel requirements
- to much manual labour
this may already b

Forward-looking: 
- demand to retrieve more insights from the analytics from blog-readers (so the target is not so much direct conversion, but rather general understanding of the mechanics of the market - substitutes market research)




3. Requirements

Marketing content has (should have) a specific goal: conversion (leads /sales) , or new insights.

In other words, the effect of content needs to be measured in terms of readers following up with a specific action. Placing an order, leaving contact-details behind, building up a profile.

Related requirements that logically feed into the content-model are: 

- Search Engine Optimization , links to standards such as schema.org

- Metadata that prepares for personalisation, i.e. Marking of semantically important words, so that these can be linked to a knowledge-graph or other form of semantical 'intelligence'  !  Mind: "personalisation" is not the same as "targeting to an audience"

- Geo-targeting

- Hooks for analytics on the topic-level, rather than on the document- or page level

- The ability to replace entities with variables (or conref)
     - ie, product names, testimonials with a 'expiration date', 

- Conditional content based on readers' profile 

- Meta-data to indicate phases in a sales-funnel

- Hooks to do A/B testing and cap

In essence, many of these are metadata UIs. Then have all sorts of analytics. 


Furthermore, the more 'content-structure' requirements:: 

Headline
Sections
Embedded Videos
Personas
Infographics - real-time representations of data with updated numbers. 

4. Next Steps

We will try to focus this a bit more, and support it with numbers. Make a presentation / an infographic that ties into the 'intelligent content' movement going on.

Q1 - 2016: collect people opinions, create presentation, collect feedback on that


Q2 - 2016: define specializations version 1, collect feedback on that. Base on IBM drafts?



Quite a few people have thought along, or expressed interest:
- Noz Urbina
- Cruze Saunders
- Sabine Zechbauer - HP
- Roberto Rose
- Doug Gorman
- Birgit Strackebrock


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