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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Transcript

  • 1. Feb 2014
  • 2. 2
  • 3. “Lifelong, one-to-one relationships in real time with every person in the world.” Marc Pritchard: global marketing and brand building officer, P&G 3
  • 4. Massive media fragmentation dilutes the value of each touch point. 4
  • 5. ~650,000,000 websites 5
  • 6. Tumblr: 100,000,000 blog posts per day 12,100,000,000 page views per month 6
  • 7. The story is alive… 7
  • 8. Content is the new marketing currency. 8
  • 9. Content is not just a creative problem … 9
  • 10. …It has become an engineering problem. 10
  • 11. 81% of large organization now have a marketing technologists on staff. Source: Gartner 2014 11
  • 12. CMO’s will outspend CIO’s on information technology by 2017 Source: Gartner 2013 12
  • 13. 13
  • 14. 14
  • 15. 15
  • 16. Systems Architecture Presentation Personalization Templates & Controls Syndication and Reuse 16
  • 17. Systems Architecture 17
  • 18. Translations iPhone App Mobile site Web site Locales Web sites (partners) CMS / LS Corporate Amazon Search/ Solr CMS / TS Agencies DAM Commerce Engine Support Site SSO Ratings & Reviews 18 Internal CMS Users Internal Content Author External Content Provider
  • 19. Presentation 19
  • 20. 20
  • 21.   File cache handling & edge servers  21 Lazy load for images Enhanced deployment & syndication process
  • 22. 22
  • 23. 23
  • 24. 24
  • 25. Personalization 25
  • 26. 26
  • 27. 27
  • 28. 28
  • 29. Templates and Controls 29
  • 30. 30
  • 31. 31
  • 32. Syndication and Reuse 32
  • 33. Translations iPhone App Mobile site Web site Locales Web sites (partners) CMS / LS Corporate Amazon Search/ Solr CMS / TS Agencies DAM Commerce Engine Support Site SSO Ratings & Reviews 33 Internal CMS Users Internal Content Author External Content Provider
  • 34. Translations iPhone App Mobile site Web site Locales Web sites (partners) CMS / LS Corporate Amazon Search/ Solr CMS / TS Agencies DAM Commerce Engine Support Site SSO Ratings & Reviews 34 Internal CMS Users Internal Content Author External Content Provider
  • 35. Translations iPhone App Mobile site Web site Locales Web sites (partners) CMS / LS Corporate Amazon Search/ Solr CMS / TS Agencies DAM Commerce Engine Support Site SSO Ratings & Reviews 35 Internal CMS Users Internal Content Author External Content Provider
  • 36. 36
  • 37. So What? 37
  • 38. 63% increase in average time spent on site 38
  • 39. 36% increase in visits that include a product page 39
  • 40. 17th Annual Webby Awards, Official Honoree, Best Practices Gold, American Business Awards, Best Software Programming/Design Electronics Standard of Excellence WebAward 40
  • 41. The Role of Content is Profound The Technology Considerations Significant Content Engineering brings a content lens to engineering…and an engineering lens to content. Nikon is one of many brands succeeding in this realm…with the right approach and team, you will too. 41
  • 42. Questions? 42