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

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The Content Continuum, part two Presentation Transcript

  • 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