0
17th October, 2013

CONTENT MANAGEMENT:
EVERYONE’S A PUBLISHER
CAN YOU COPE WITH IT?
WHY PRODUCE CONTENT?

y 

Customer satisfaction

y 

Lead generation

y 

Sales volume

y 

Market share

y 

Awarene...
Social
media

Search
engine

Offline
activities

Intranet

WEBSITE

Own
publications

Blogs

News media

Videos
In a world where everyone
is publishing, how is your
content going to stand out?
Gerry McGovern
AGENDA

y 

Great content wins

y 

But many find it difficult to do

y 

A few pointers on how to cope
GREAT CONTENT WINS
BUILDING RELATIONSHIPS DEMANDS A HOLISTIC
APPROACH TO CONTENT

Build awareness

Build loyalty

Build enthusiasts

Bought m...
The single most important
thing websites can offer their
users is content that those
users find valuable.
Jesse James Garr...
CONTENT QUALITY AND RELEVANCE IS KEY TO
CORPORATE WEBSITE TRAFFIC
Top sources of traffic to corporate websites
Search engi...
IT ALL BEGINS WITH GREAT CONTENT
«Peter, this is great –
you have to see it!»

People ”like” your content
and link up with...
48 HOURS
SIEMENS /ANSWERS: HUMANIZING A
TECHNOLOGY AND INFRASTRUCTURE COMPANY
SIEMENS/ANSWERS DELIVERS CONSISTENT
CONTENT ACROSS ALL CHANNELS

m.siemens.com

siemens.com

Owned media

Sponsored media
SIEMENS /ANSWERS STORIES PROVIDE CONTEXT
A HUGE EFFORT BY SIEMENS SINCE 2011

y 

Multiple media

y 

49 stories so far

y 

y 

Focus on person,
not the brand...
MASSIVE SUCCESS FOR SIEMENS

43 million

impressions

3.4 million
story views

300,000

viewers per
month

33%

completion...
JOURNEY: COCA COLA’S OWN MEDIA
COMPANY
DEEP COMMITMENT TO CONTENT PRODUCTION

y 

y 

y 

y 

y 

y 

674 article pages
6–12 new articles
monthly
5 300 You...
REQUIRES SIGNIFICANT RESOURCES

y 

1 digital
communications &
social media manager

y 

2 social media analysts

y 

1...
BOOST IN PRESENCE AND ENGAGEMENT

y 

y 

y 

y 

314 million external
media impressions
7 million visitors,
19 millio...
OPERATES AS A PROFESSIONAL MEDIA
ORGANIZATION
-  Daily editorial
management
meetings
-  Monthly editorial
planning meeting...
NORRØNA: AN OUTDOOR GEAR COMPANY
REACHING OUT WITH A VARIETY OF CONTENT
MIXED OUTCOMES FOR NORRØNA
y 

65,000 likes
on Facebook

y 

3,100 Twitter followers

y 

738 YouTube subscribers

y 
...
COMPANIES STRUGGLE
WITH MANAGING CONTENT
SKILLS & RESOURCE MISMATCH

Traditional channels
y 

y 

Media coverage is paid for
Cost is mostly distribution

Press

...
CULTURAL MISMATCH
Often missing
y 

Management buy-in

y 

Employee engagement

y 

Journalistic mindset within
marketi...
WEAK PROCESSES AND STRUCTURE
Content is a major factor in web usability on corporate websites:

of usability problems are ...
WEAK PROCESSES AND STRUCTURE
Companies lack effective content management infrastructure:

58%

share best practices

49%

...
“At our company, such
oversight exists only on
paper, but not in practice.”
Web Effectiveness Survey respondent
ANALYTICAL GAP

y 

Understanding content performance

y 

Making a business case
A FEW POINTERS ON
DEVELOPING EFFECTIVE
PUBLISHING SKILLS
STEAL WITH PRIDE FROM LEADING PUBLISHERS

y 

Mission & focus

y 

Measurement & optimization

y 

Develop organization...
MANAGING CONTENT EFFECTIVELY
STRATEGY

EXECUTION AND OPTIMIZATION

Focus on the right content…

…and produce it effectivel...
CONTENT SHOULD BE RELEVANT TO USERS’
NEEDS, YOUR MISSION AND CREDIBILITY
what is your
audience
interested in?

user

what ...
ANALYSIS AND ASSUMPTIONS BEHIND THE
CONTENT STRATEGY
y 

BUSINESS STRATEGY

y 

COMPETITION

y 

BRAND STRATEGY

y 

P...
THE UNDERLYING VISION AND ANALYSIS ARE THE
BUILDING BLOCKS FOR THE STRATEGY
MISSION/STRATEGY/BRAND
y 

y 

What are our ...
PERSONAS TO GUIDE CONTENT DEVELOPERS

LEE KANG – THE EXPERT
Lee is 45 years old and lives in Paris. He has a
Ph.D. in econ...
TONE OF VOICE AND STYLE GUIDES
CONTENT PLANS FOR CRISIS SITUATIONS

y 

Build scenarios

y 

Define crisis response roles & teams for content

y 

Dec...
WHSMITH (UK BOOK RETAILER)
POOR CRISIS RESPONSE
MANAGING CONTENT EFFECTIVELY
STRATEGY

EXECUTION AND OPTIMIZATION

Focus on the right content…

…and produce it effectivel...
CONTENT FOOTPRINT
OWNED

SPONSORED

EARNED

BOUGHT

Twitter
Facebook
Corp website

Tumblr

3rd party blog

Advertisement

...
NEWSROOM MENTALITY AND PROCESS
EDITORIAL STRUCTURE
Editorial
board

Managing
editor

Section editor
e.g. web

Content
producer

Section editor
e.g. Faceb...
CONTENT PRODUCTION WORKFLOWS

NO

Editor:
relevance
suitable?

YES

YES

YES

NO

Editor:
timing
suitable?

Peer:
quality
...
EDITORIAL CALENDAR
PUBLISHING FREQUENCY AND COORDINATION
EDITORIAL CALENDAR PROVIDES A FRAMEWORK
FOR CONTENT COORDINATION
CONTENT FOOTPRINT
OWNED

SPONSORED

EARNED

BOUGHT

Twitter
Facebook
Corp website

Tumblr

3rd party blog

Advertisement

...
BE AGILE – AND RELEVANT

y 

y 

y 

Oreos
Twitter commercial
responding to NFL Superbowl
power outage
Viral success
CULTIVATE COMMUNICATION AS A BASIC SKILL
IN THE ORGANIZATION
y 

Training

y 

Platforms

y 

Habit

y 

Talent hunt
MEASUREMENT IS ABOUT DRAWING LINES TO
ULTIMATE OBJECTIVES FOR CONTENT
y 

Customer satisfaction

y 

Lead generation

y...
TARGETS AND PERFORMANCE INDICATORS
ENABLE ANALYSIS AND MANAGEMENT
KPIs should be:
y 

Aligned with business and content s...
MEASUREMENTS SHOULD SUPPORT YOUR
OVERALL STRATEGY
Traffic
metrics
Website
visits

Support
page visits

Drivers

Form
compl...
Fikse
BUILD INSIGHTS FROM DATA AND TEST
HYPOTHESES ABOUT OPTIMIZING CONTENT
Develop ideas for
improvement

Implement
changes

An...
CONTINOUSLY REFINE CONTENT STRATEGY BASED ON
INSIGHTS FROM CONTENT PERFORMANCE
Develop ideas for
improvement
Implement
cha...
ELIMINATE CONTENT OF LOW RELEVANCE, FIX THE
RELEVANT CONTENT THAT ISN’T PERFORMING
Quality

Relevance
BEGIN WITH BASIC DIAGNOSIS

y 

Relevance to mission

y 

Quality and quantity

y 

Lean approach

y 

Foundation
PROFESSIONALIZE CONTENT MANAGEMENT

y 

Great content wins

y 

Think like a publisher to succeed

y 

Easy to begin
Geoffrey Igharo
geoffrey.igharo@creuna.no
@geoffreyigharo

© Creuna
Content management Frukostseminar: Everyone's a Publisher. Can you cope with it?
Content management Frukostseminar: Everyone's a Publisher. Can you cope with it?
Content management Frukostseminar: Everyone's a Publisher. Can you cope with it?
Content management Frukostseminar: Everyone's a Publisher. Can you cope with it?
Content management Frukostseminar: Everyone's a Publisher. Can you cope with it?
Content management Frukostseminar: Everyone's a Publisher. Can you cope with it?
Content management Frukostseminar: Everyone's a Publisher. Can you cope with it?
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Content management Frukostseminar: Everyone's a Publisher. Can you cope with it?

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our company is on Facebook, Twitter, LinkedIn, Slideshare. Thinking about adding blogs. Need more articles and videos on your website. And it all needs to work together.

Slowly, you’re realising that you’re now in the publishing business, but you can’t go much further - at least not the way you’ve been doing it so far. What now?

We examine how leading companies are using a content-rich approach to communicate effectively, and then offer a roadmap for building publishing skills and capacity in your organization.

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Transcript of "Content management Frukostseminar: Everyone's a Publisher. Can you cope with it?"

  1. 1. 17th October, 2013 CONTENT MANAGEMENT: EVERYONE’S A PUBLISHER CAN YOU COPE WITH IT?
  2. 2. WHY PRODUCE CONTENT? y  Customer satisfaction y  Lead generation y  Sales volume y  Market share y  Awareness y  Trust y  Cost reduction y  Etc
  3. 3. Social media Search engine Offline activities Intranet WEBSITE Own publications Blogs News media Videos
  4. 4. In a world where everyone is publishing, how is your content going to stand out? Gerry McGovern
  5. 5. AGENDA y  Great content wins y  But many find it difficult to do y  A few pointers on how to cope
  6. 6. GREAT CONTENT WINS
  7. 7. BUILDING RELATIONSHIPS DEMANDS A HOLISTIC APPROACH TO CONTENT Build awareness Build loyalty Build enthusiasts Bought media Owned media Earned media
  8. 8. The single most important thing websites can offer their users is content that those users find valuable. Jesse James Garrett author, The User Experience
  9. 9. CONTENT QUALITY AND RELEVANCE IS KEY TO CORPORATE WEBSITE TRAFFIC Top sources of traffic to corporate websites Search engines (paid sponsored) 3% Campaign 0% Direct 38% Search engines (organic) 42% Referring sites 17% Source: Bowen Craggs Global Web Effectiveness Survey 2013
  10. 10. IT ALL BEGINS WITH GREAT CONTENT «Peter, this is great – you have to see it!» People ”like” your content and link up with you on social media Create great content Optimise for search engine Other websites create links to your pages Search engine finds and prioritizes you Highly relevant traffic You reach your goals © Creuna 12
  11. 11. 48 HOURS
  12. 12. SIEMENS /ANSWERS: HUMANIZING A TECHNOLOGY AND INFRASTRUCTURE COMPANY
  13. 13. SIEMENS/ANSWERS DELIVERS CONSISTENT CONTENT ACROSS ALL CHANNELS m.siemens.com siemens.com Owned media Sponsored media
  14. 14. SIEMENS /ANSWERS STORIES PROVIDE CONTEXT
  15. 15. A HUGE EFFORT BY SIEMENS SINCE 2011 y  Multiple media y  49 stories so far y  y  Focus on person, not the brand Human motivation and impact
  16. 16. MASSIVE SUCCESS FOR SIEMENS 43 million impressions 3.4 million story views 300,000 viewers per month 33% completion rate Won 6 awards
  17. 17. JOURNEY: COCA COLA’S OWN MEDIA COMPANY
  18. 18. DEEP COMMITMENT TO CONTENT PRODUCTION y  y  y  y  y  y  674 article pages 6–12 new articles monthly 5 300 YouTube videos Pitch content to bloggers & media Pay to place some content in media Relentless performance analysis
  19. 19. REQUIRES SIGNIFICANT RESOURCES y  1 digital communications & social media manager y  2 social media analysts y  1 managing editor y  1 senior writer y  1 production manager y  1 project coordinator y  40 freelance writers at launch y  10 writers ongoing
  20. 20. BOOST IN PRESENCE AND ENGAGEMENT y  y  y  y  314 million external media impressions 7 million visitors, 19 million page views, 6800 comments 34,000 social media shares 30 million social media impressions y  100% growth in social media traffic y  8% growth in month-on-month traffic
  21. 21. OPERATES AS A PROFESSIONAL MEDIA ORGANIZATION -  Daily editorial management meetings -  Monthly editorial planning meetings -  Weekly global teleconference with business managers -  Accept pitches from company staff and freelancers -  Long-term plan to be profit center
  22. 22. NORRØNA: AN OUTDOOR GEAR COMPANY REACHING OUT WITH A VARIETY OF CONTENT
  23. 23. MIXED OUTCOMES FOR NORRØNA y  65,000 likes on Facebook y  3,100 Twitter followers y  738 YouTube subscribers y  y  y  y  y  y  Active product page discussions Modest engagement on Facebook No blog comments Possibly heavy on pushing product Could be more assertive in communicating themes More attention to channel differences and & users’ interests, e.g. compare their Pinterest page to Patagonia’s
  24. 24. COMPANIES STRUGGLE WITH MANAGING CONTENT
  25. 25. SKILLS & RESOURCE MISMATCH Traditional channels y  y  Media coverage is paid for Cost is mostly distribution Press Print ads Brochures Web text Video Info graphics Images e.g. Flickr, Tumblr Twitter, Facebook etc. Forums Digital channels y  y  Media is earned by quality and relevancy Cost is in creating content, distribution is cheap
  26. 26. CULTURAL MISMATCH Often missing y  Management buy-in y  Employee engagement y  Journalistic mindset within marketing & communications function External audience Marketing team Employee A Employee C Employee B
  27. 27. WEAK PROCESSES AND STRUCTURE Content is a major factor in web usability on corporate websites: of usability problems are due to content 50% 0% 20% 40% 60% Source: Bowen Craggs Web Effectiveness Survey 2013 80% 100%
  28. 28. WEAK PROCESSES AND STRUCTURE Companies lack effective content management infrastructure: 58% share best practices 49% provide editorial guidelines for content producers 25% have an editorial steering committee 27% check quality of content 17% 0% do none of the above 20% 40% 60% 80% Source: Bowen Craggs Web Effectiveness Survey 2013 100%
  29. 29. “At our company, such oversight exists only on paper, but not in practice.” Web Effectiveness Survey respondent
  30. 30. ANALYTICAL GAP y  Understanding content performance y  Making a business case
  31. 31. A FEW POINTERS ON DEVELOPING EFFECTIVE PUBLISHING SKILLS
  32. 32. STEAL WITH PRIDE FROM LEADING PUBLISHERS y  Mission & focus y  Measurement & optimization y  Develop organization and process y  Culture and skills
  33. 33. MANAGING CONTENT EFFECTIVELY STRATEGY EXECUTION AND OPTIMIZATION Focus on the right content… …and produce it effectively Content planning Analysis Vision & Goals Strategy Process definition Activity & channel definition/ refinement team Measurement/ evaluation Production and publishing
  34. 34. CONTENT SHOULD BE RELEVANT TO USERS’ NEEDS, YOUR MISSION AND CREDIBILITY what is your audience interested in? user what is your organisation’s mission? company context where are you most credible?
  35. 35. ANALYSIS AND ASSUMPTIONS BEHIND THE CONTENT STRATEGY y  BUSINESS STRATEGY y  COMPETITION y  BRAND STRATEGY y  PRIORITIES y  AUDIENCE y  TARGETS
  36. 36. THE UNDERLYING VISION AND ANALYSIS ARE THE BUILDING BLOCKS FOR THE STRATEGY MISSION/STRATEGY/BRAND y  y  What are our key business objectives that this content should support? What do we most want to achieve by producing content? COMPETITION y  y  y  Who is our main competition in the areas we want to be credible? What are they doing right and wrong? Who are the rising competitors and what are they doing? AUDIENCE y  y  Who is our main target audience for content? Who is NOT? What does our target audience aim to do? What are their habits & preferences when it comes to digital content? What are the dominant trends affecting their behaviour? TARGETS y  Which content will we produce? y  How much of it? y  y  PRIORITIES y  y  Where are we credible now in delivering content that can help them? Where do we WANT to be credible? How do we define its quality and relevance What are our concrete targets for user activity with our content – and our measures of successful outcomes from that activity?
  37. 37. PERSONAS TO GUIDE CONTENT DEVELOPERS LEE KANG – THE EXPERT Lee is 45 years old and lives in Paris. He has a Ph.D. in economics, is a globally respected expert in his field and works as a policy analyst at the International Energy Agency (IEA). Lee spends large amounts of time studying topics in depth. Currently he is developing a blueprint for sustainability in the building sector. In addition to getting information from country reports and databases at work, Lee also reads industry publications such as Platts.com and global newspapers such as the Economist and the Financial times. Lee uses Facebook several times day and his Twitter account occasionally, perhaps 2 or 3 times a week. When working, Lee accesses the internet from a desktop PC at work, a laptop or PC while travelling and sometimes a tablet at home.
  38. 38. TONE OF VOICE AND STYLE GUIDES
  39. 39. CONTENT PLANS FOR CRISIS SITUATIONS y  Build scenarios y  Define crisis response roles & teams for content y  Decide what happens to content, campaigns tone etc.
  40. 40. WHSMITH (UK BOOK RETAILER) POOR CRISIS RESPONSE
  41. 41. MANAGING CONTENT EFFECTIVELY STRATEGY EXECUTION AND OPTIMIZATION Focus on the right content… …and produce it effectively Content planning Analysis Vision & Goals Strategy Process definition Activity & channel definition/ refinement team Measurement/ evaluation Production and publishing
  42. 42. CONTENT FOOTPRINT OWNED SPONSORED EARNED BOUGHT Twitter Facebook Corp website Tumblr 3rd party blog Advertisement Product site Pinterest 3rd party editorial Advertorial Company blog YouTube Employee blog Intranet
  43. 43. NEWSROOM MENTALITY AND PROCESS
  44. 44. EDITORIAL STRUCTURE Editorial board Managing editor Section editor e.g. web Content producer Section editor e.g. Facebook •  Define/refine content strategy & editorial plans •  Approve budgets •  Secure resources •  •  •  •  Define editorial plan Manage editorial process Allocate resources Assess performance Section editor e.g. Twitter •  Define content ideas •  Produce content Section editor e.g. news media/PR •  Coordinate •  Review •  Publish
  45. 45. CONTENT PRODUCTION WORKFLOWS NO Editor: relevance suitable? YES YES YES NO Editor: timing suitable? Peer: quality suitable? YES Content produced Prior review needed? NO Publish
  46. 46. EDITORIAL CALENDAR PUBLISHING FREQUENCY AND COORDINATION
  47. 47. EDITORIAL CALENDAR PROVIDES A FRAMEWORK FOR CONTENT COORDINATION
  48. 48. CONTENT FOOTPRINT OWNED SPONSORED EARNED BOUGHT Twitter Facebook Corp website Tumblr 3rd party blog Advertisement Product site Pinterest 3rd party editorial Advertorial Company blog YouTube Employee blog Intranet
  49. 49. BE AGILE – AND RELEVANT y  y  y  Oreos Twitter commercial responding to NFL Superbowl power outage Viral success
  50. 50. CULTIVATE COMMUNICATION AS A BASIC SKILL IN THE ORGANIZATION y  Training y  Platforms y  Habit y  Talent hunt
  51. 51. MEASUREMENT IS ABOUT DRAWING LINES TO ULTIMATE OBJECTIVES FOR CONTENT y  Customer satisfaction y  Lead generation y  Sales volume y  Market share y  New customer acquisition y  Awareness y  Cost reduction
  52. 52. TARGETS AND PERFORMANCE INDICATORS ENABLE ANALYSIS AND MANAGEMENT KPIs should be: y  Aligned with business and content strategy y  Clear y  Actionable
  53. 53. MEASUREMENTS SHOULD SUPPORT YOUR OVERALL STRATEGY Traffic metrics Website visits Support page visits Drivers Form completion rate Problem resolution rate KPIS Customer satisfaction rate Customer retention rate
  54. 54. Fikse
  55. 55. BUILD INSIGHTS FROM DATA AND TEST HYPOTHESES ABOUT OPTIMIZING CONTENT Develop ideas for improvement Implement changes Analyse data Collect data
  56. 56. CONTINOUSLY REFINE CONTENT STRATEGY BASED ON INSIGHTS FROM CONTENT PERFORMANCE Develop ideas for improvement Implement changes Analyse data Collect data Redefine goals Build KPIs
  57. 57. ELIMINATE CONTENT OF LOW RELEVANCE, FIX THE RELEVANT CONTENT THAT ISN’T PERFORMING Quality Relevance
  58. 58. BEGIN WITH BASIC DIAGNOSIS y  Relevance to mission y  Quality and quantity y  Lean approach y  Foundation
  59. 59. PROFESSIONALIZE CONTENT MANAGEMENT y  Great content wins y  Think like a publisher to succeed y  Easy to begin
  60. 60. Geoffrey Igharo geoffrey.igharo@creuna.no @geoffreyigharo © Creuna
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