Content Engineering at Nikon: How They Do That
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With the proliferation of digital photography, consumers of all backgrounds and skill levels search for articles, tips, and other content to educate and inspire them to be better photographers. If ...
With the proliferation of digital photography, consumers of all backgrounds and skill levels search for articles, tips, and other content to educate and inspire them to be better photographers. If Nikon could provide this education and inspiration through a rich, immersive experience with content specifically written and curated for this audience, they could improve brand awareness and preference during the purchase process, as well as build brand loyalty.
The highly engineered content platform integrates several technologies to optimize the creation, management, publishing, and distribution of branded content. Some highlights of the new content marketing platform include:
• Programmatic navigation and filtering
• Search-engine-optimized, advanced front-end techniques
• Localization & translation
• Flexible yet controlled content and metadata model
• Component-based content management system
• Editorial-inspired content authoring
• CMS-integrated workflow and video player from Brightcove
• Best-of-breed open-source faceted navigation
A large part of the effort focused on content engineering; a discipline focused on the processes, systems, and technologies required to publish and optimize content-rich websites.
In this case study, to be presented by both Kanban and possibly a representative from Nikon, we plan to highlight the mechanics and tools behind the scenes to enable this highly educational and useful content experience. Since most marketers are unprepared to deal with the underlying technologies and processes required to be successful, we will outline some of the lessons learned, required skills and some of decisions that will help evolve the technology platform for years to come.
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