Kelly Turner has been with AT&T for over five years and is responsible for developing the telecom giant's content strategy. Given the challenges involved in implementing a proper content strategy at large incumbents, we sat down with Kelly ahead of his presentation at the Content Strategy Innovation Summit to talk all things digital content, from how strategy can be best decided upon to how best to measure its success.
How did you get started in content strategy?
I got started while I was handling content for Citibank a little over 11 years ago. Because of my background as a journalist and editor, I was more interested in helping determine what content would be most effective and how it should be presented than in how it should be worded. The research aspects of content creation are fascinating to me. Who is the most likely audience? What is the business goal? What problem (if any) are we trying to solve? Too often content is created as an afterthought, and it results in a disjointed, confusing experience. I believe content should drive design, and not be used as a garnish after the fact.
How have new technologies impacted your organization’s content strategy?
AT&T still has a number of different CMS’s spread across the organization. We are currently transforming to a single CMS that will make all our digital experiences responsive, so that’s very exciting. This will enable us to better look at how our content is being delivered and more easily optimize it based on device types and customer expectations.
What metrics should organizations be looking at when judging how successful their content is?
CSAT is often mentioned as a metric for content, but I’m not always sure how realistic that is. You can have great content, well-tested and vetted, but if there are other issues that customers are upset about, you’ll get dinged every time. I think completion rates and call center data represent a more accurate picture of how your content is being received. That and periodic baseline usability studies.
How do you see content strategy changing this year?
As more and more connected devices are being created, the challenge to be consistent is even greater than ever. I think content strategy will be key to making all digital touchpoints consistent and seamless.
What will you be discussing in your presentation?
I’ll be talking about the challenges of implementing content strategy at a large organization, and how it’s important not to lose sight of the tactics that help support that strategy. Not only do those tactics bring the strategy to life, they provide quick wins and help build credibility for content strategy.
You can hear more from Kelly and other industry-leading executives at the Content Strategy Innovation Summit taking place in Los Angeles this September 15-16. To register your interest, click here.