“Content strategy is to copywriting as information architecture is to design. I find this analogy to be especially encouraging because six years ago, as the crest of the first wave of the web was about to break, people had no idea what “information architecture meant.” – “Content Strategy: The Philosophy of Data” by Rachel Lovinger
“Content strategy refers to the planning, development, and management of content—written or in other media. The term is particularly common in web development since the late 1990s. It is a recognized field in user experience design, but also draws interest from adjacent communities such as content management, business analysis, and technical communication.” – Wikipedia.
These two mind maps double as modeling graphs to help visualize the thinking behind a brainstorming exercise. The objective being content distribution and promotion of a new digital asset.
Both charts present a variety of concepts to facilitate a discussion on defining goals, utilizing tools and channels and, most importantly, outlining options and related trade-offs.
In this particular case, the asset was originally created in an experiential marketing project. It, therefore, involves interactive content successfully consumed in face-to-face conversations, which engage target customers and key influencers.
At the time of writing this, we are looking at content adaptation and augmentation for online distribution. Addressing self-service prompts questions on the right content mix to generate new leads. This now entails the development of additional content accounting for the needs of a different experience.
Your comments and feedback are very much appreciated. Feel free to email and/or contact me on LinkedIn as you see fit. Thanks again.
By the way, in case you wondered, the title of this (as well as other posts) is “high tech marketing” only because that’s the industry I work in, but the above insights are relevant to other sectors.
Working on the diffusion of innovations and marketing emerging technologies presents known challenges:
- fast evolving contexts
- shifting environments
- market timing and uncertain speed of adoption
- technical trade-offs leading to open dilemmas
- high signal-to-noise ratio often cluttered by chatter, hype and vaporware
- legacy systems’ last gasps given improvements and existing economies of scale
In this context, it is worth considering the following:
A – Thinking clearly and mastering clarity:
- Depicting and differentiating between what’s “state of the art” and readily available vs. concepts and future opportunities belonging to the “art of the possible.”
- Spelling out “incremental innovation” based on performance (technical, operational, financial) improvements when compared to today’s environment.
- Spelling out “disruptive innovation” exposing new unique capabilities which cannot be achieved with conventional and alternative solutions.
B – Thinking differently and mastering the element of surprise:
- “Abstracting out complexity” by striking a balance between Albert Einstein’s (above) and Arthur C. Clark’s (below) statements on simplicity and sophistication.
- Delivering the “wow factor” based on elegant know-how, technical prowess and by appealing to unequivocal easy to follow logic.
- Delivering the “cool factor” based on engaging simplicity and memorable experiences creating positive emotions.
C – Thinking about your audience and mastering the conversation:
- Understanding their journey, business, haves/have-nots, pain-points, behaviors, motivations, aspirations and decision making.
- Recognizing what belongs to “need to know” versus “good to know,” what’s core vs. added value to stay away from self-defeating information overload.
- Designing best of “breed solutions” in the context of the lifecycle of “end-to-end” systems.
This is not a comprehensive list, but a quick effort to synthesize a handful of guiding principles proven to work in past projects. As usual, I will welcome your emails to continue the discussion. In the meantime, I hope that some of the above are of interest.
“As network hardware begins to be replaced by software, carriers are expected to save money and benefit greatly from new levels of flexibility related to hosting their network in private and virtual private clouds. Similarly, SDN is an architecture that separates the control and data planes of the network and automatically looks at flows in the network, understanding the requirements of those different flows and using the network to provide those flows with the appropriate bandwidth and other network resources.”
“This applications-first networking mindset is a significant change from how networks are designed and work today. It takes the traditional siloed approach to networking and effectively lays it on its side. This move to software-based telco environments will not only help incumbent providers become more agile and adapt to market trends and subscriber demands more effectively, but will open up the market to new players who may not have had such deep pockets needed to develop proprietary hardware. It will allow new carriers to quickly scale and compete, as they won’t have to load up on costly central office equipment to get started.”
This time last week I was in Las Vegas participating in the Software Telco Congress 2014. I would like to thank those of you attending my live talk and was really glad to benefit from a full house. I would also like to thank Frost & Sullivan’s Ronald Gruia for his encouraging feedback and positive public remarks from the podium as well as our follow up conversations over social media. I am now taking care of incoming requests for a copy of the presentation.
I just uploaded the my file: Slideshare reports 110+ views from the get go, coupled with 1,500+ views for my set of presentations on NFV (Network Functions Virtualization). A quick web search for “NFV Economics” is listing these slides’ link among the top 10 results already. Additionally, it is worth noticing that only two other items on that list, such as Prof. Economides’ video clip and slides, happen to fully focus on this one specific topic. See his video clip below.
Moreover, this blog, innovarista.org, is now showing among the top 20 search results when looking for “NFV Business Case” instead. Given that NFV is an emerging and highly specialized niche market, these few metrics happen to be interesting enough at the time of writing this. Thanks again for your interest in my writings.
TMC’s (Technology Marketing Corporation) crafted a robust event agenda packed with relevant and timely topics delivered by engaging speakers with compelling insights, which I was flattered to be with. I am grateful to Alcatel-Lucent’s Darlene M. Cetrulo for all of her support and CloudBand Consulting’s Joaquin de la Vega Gonzalez-Sicilia and Andras Menyhei for the materials covering DNS’ business case. Last but not least, I appreciate TMC’s Erik K. Linask, Group Editorial Director, communications in advance to this event, as well as Peter Bernstein, Senior Editor, who moderated the panel on “Making the Transition to Software.”
By the way, here is Prof. Nicholas Economides’ video where he briefly discusses NFV and SDN economics in a 15 minute clip. This recording highlights flexibility and OPEX (Operational Expenses) savings to begin with. Additionally, a software centric approach should foster more innovation and higher sophistication given the right APIs, interoperability, ease of upgrade and graceful scalability in place. On the hardware side, Prof Economides outlines CAPEX (Capital Expenditure) savings driven by COTS (Commercial Off The Shelf) gear, coupled with application multi-tenancy and, possibly, shared resources by network operators and service providers.
Around minute 10, he presents results from a preliminary analysis pointing to 30-70% cumulative savings when compared to today’s system costs which, give or take, happens to be the ball park (49-70%) shown by the DNS’s figures disclosed in my presentation. In any case, we are taking about quite significant double digit savings from the offset.
From left to right:
- Upper row: Software Telco Congress breakout room entrance, ITExpo plenary session, exhibit hall.
- Lower row: Opendaylight’s Neela Jaques, Qualisystem’s Alex Henthorn-Iwane, Alcatel-Lucent’s Jose de Francisco, Brocade’s Andrew Coward, Overture’s Mark Durrett, and AT&T’s Michael Troiano.
Related posts at innovarista.org:
- Speaking at Software Telco Congress.
- NFV Business Case Digest, July 2014.
- NFV Business Case: DNS Study.
- Approaching NFV Readiness and Maturity Levels.
- NFV @ IEEE CQR 2014.
- IEEE CQR 2014: Communication Systems Quality & Reliability in the Cloud Age.
- Cloud at NettworkWorld IT Roadmap.
- My Mobile World Congress week in pictures.
- MWC 2014: NFV’s Defining Moment.
- Gearing up for MWC 2014.
- Demystifying the Fast Emerging Carrier Cloud.
- NFV: Moving from Vision to Reality.