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The Content Continuum, part two
The Content Continuum, part two
The Content Continuum, part two
The Content Continuum, part two
The Content Continuum, part two
The Content Continuum, part two
The Content Continuum, part two
The Content Continuum, part two
The Content Continuum, part two
The Content Continuum, part two
The Content Continuum, part two
The Content Continuum, part two
The Content Continuum, part two
The Content Continuum, part two
The Content Continuum, part two
The Content Continuum, part two
The Content Continuum, part two
The Content Continuum, part two
The Content Continuum, part two
The Content Continuum, part two
The Content Continuum, part two
The Content Continuum, part two
The Content Continuum, part two
The Content Continuum, part two
The Content Continuum, part two
The Content Continuum, part two
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The Content Continuum, part two

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Sara Wachter Boettcher presents this webinar for agencyside members

Sara Wachter Boettcher presents this webinar for agencyside members

Published in: Business
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  • 1. The Content Continuum Part Two Motivation to Message – Using Segmentation to Create a User-Centered Content Strategy Sara Wachter-Boettcher Director of Interactive Content Marketing Strategy | Off Madison Ave @sara_ann_marie | saraw@offmadisonave.com | www.linkedin.com/saraboettcher
  • 2. On January 12, Susan Baier taught us how to segment our audiences. Now what? @sara_ann_marie | saraw@offmadisonave.com | www.linkedin.com/saraboettcher
  • 3. Let’s find out what to do with it: •  What is content strategy? •  How segmentation-based personas help •  Where to start •  What you’ll need @sara_ann_marie | saraw@offmadisonave.com | www.linkedin.com/saraboettcher
  • 4. The Content Continuum @sara_ann_marie | saraw@offmadisonave.com | www.linkedin.com/saraboettcher
  • 5. Content strategy defines…   Why   With what   What   When   How   Where   For whom   How often   By whom   What next (From: Brain Traffic/Content Strategy FTW) @sara_ann_marie | saraw@offmadisonave.com | www.linkedin.com/saraboettcher
  • 6. Segmentation helps…   Why   With what   What   When   How   Where   For whom   How often   By whom   What next (From: Brain Traffic / Content Strategy FTW) @sara_ann_marie | saraw@offmadisonave.com | www.linkedin.com/saraboettcher
  • 7. Segmentation tells us not just who your audience is, but why they buy – and how important they are to your business. @sara_ann_marie | saraw@offmadisonave.com | www.linkedin.com/saraboettcher
  • 8. It tells us… Which helps with… •  What’s most profitable for you •  Content/product prioritization •  What users want and why •  Messaging and calls to action •  How often they need it •  Promotion frequency/editorial calendar @sara_ann_marie | saraw@offmadisonave.com | www.linkedin.com/saraboettcher
  • 9. How it Works
  • 10. What’s Important   Quality flowers   WYSIWYG Lovers Losers  Roses  Same-day availability  Dramatic presentation  Variety  Consistency  Price Decorators Gifters  Decor-friendly appearance  Significance scent  Seasonal arrangements  Decorative packaging  Inspiration  Return policy @sara_ann_marie | saraw@offmadisonave.com | www.linkedin.com/saraboettcher
  • 11. Content Product Prioritization   Align website structure with top needs of key audience segments:   Organize navigation around products/categories that are most purchased by key segments.   Allow search and sort functions based on user needs (e.g. by flower type, season type, etc.)   Feature stories/products on the homepage by segment. @sara_ann_marie | saraw@offmadisonave.com | www.linkedin.com/saraboettcher
  • 12. For decorators, feature seasonal arrangements in rotating homepage offers. (From: Horia Varlan / Creative Commons) @sara_ann_marie | saraw@offmadisonave.com | www.linkedin.com/saraboettcher
  • 13. For lovers, allow users to search for arrangements by bloom type. (From: Tazmany / Creative Commons) @sara_ann_marie | saraw@offmadisonave.com | www.linkedin.com/saraboettcher
  • 14. Messaging Calls to Action   Create content to match key questions.   Provide that content in logical, contextually relevant places:   Integrated into product listings.   Incorporated into shopping cart.   Don’t rely on your FAQ – answer questions during the conversion process. @sara_ann_marie | saraw@offmadisonave.com | www.linkedin.com/saraboettcher
  • 15. For decorators, share tips and show décor examples featuring products. (From: kristin_a / Creative Commons) @sara_ann_marie | saraw@offmadisonave.com | www.linkedin.com/saraboettcher
  • 16. For gifters, show products along with their packaging, and explain delivery condition and timeframe. (From: bulliver / Creative Commons) @sara_ann_marie | saraw@offmadisonave.com | www.linkedin.com/saraboettcher
  • 17. Frequency Editorial Calendar   Purchase frequency drives content frequency:   Trigger promotional offers (email, etc.) based on last purchase date.   Rotate website or newsletter features based on segment priority and purchase/visit frequency. @sara_ann_marie | saraw@offmadisonave.com | www.linkedin.com/saraboettcher
  • 18. For gifters, send emails every other week offering lower- priced, “just because” merchandise. (From: 1800flowers.com) @sara_ann_marie | saraw@offmadisonave.com | www.linkedin.com/saraboettcher
  • 19. For decorators, send monthly emails offering show- stopping seasonal merchandise and tips. (From: fugufish / Creative Commons) @sara_ann_marie | saraw@offmadisonave.com | www.linkedin.com/saraboettcher
  • 20. What else?
  • 21. Is your client’s web content a mess? Segmentation alone won’t fix it. @sara_ann_marie | saraw@offmadisonave.com | www.linkedin.com/saraboettcher
  • 22. Tackling the rest…   Why   With what   What   When   How   Where   For whom   How often   By whom   What next (From: Brain Traffic/Content Strategy FTW) @sara_ann_marie | saraw@offmadisonave.com | www.linkedin.com/saraboettcher
  • 23. By whom? A content strategy is only as good as your client’s capabilities:   Who can request it?   Who will create it?   Who will edit it?   Who will approve it?   Who will publish it?   Who will update it? @sara_ann_marie | saraw@offmadisonave.com | www.linkedin.com/saraboettcher
  • 24. With what? It takes resources to keep content fresh. Does your client have them?   Is there budget for ongoing content? Where?   Is there a CMS? What can it do?   How are emails sent? Can you trigger or customize them?   What social media sites are they active on? @sara_ann_marie | saraw@offmadisonave.com | www.linkedin.com/saraboettcher
  • 25. What next? Create a plan – and measure against it:   How often should you publish?   What content is needed in the future?   Which business objectives translate to content goals?   How is content performing?   What could be better? @sara_ann_marie | saraw@offmadisonave.com | www.linkedin.com/saraboettcher
  • 26. Thank you. Sara Wachter-Boettcher saraw@offmadisonave.com @sara_ann_marie @sara_ann_marie | saraw@offmadisonave.com | www.linkedin.com/saraboettcher

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