Lindy Roux  - Multi-channel content strategy
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Lindy Roux - Multi-channel content strategy

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Content Strategy: Lindy Roux, Principal Content Strategist, Siteworx. It starts with Content: Learn how to develop a user-centric content strategy that drives engagement across multiple channels.

Content Strategy: Lindy Roux, Principal Content Strategist, Siteworx. It starts with Content: Learn how to develop a user-centric content strategy that drives engagement across multiple channels.

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Lindy Roux  - Multi-channel content strategy Lindy Roux - Multi-channel content strategy Presentation Transcript

  • @lindroux @siteworx #contentmarketingEngineer seamlessexperiences across everydigital touch point.
  • @lindroux @siteworx #contentmarketingAn Explosion of Customer Touchpoints…
  • @lindroux @siteworx #contentmarketing“Digital customer experience today is defined primarily by websites,with mobile applications on smartphones not far behind, and thefuture will include as many as 10 additional customer touchpoints.Deciding which channels to incorporate into your strategy is crucialto defining your organizations future in digital customer experience.”Source: Forrester, Unify The Digital Experience Across Touchpoints, August 2012
  • @lindroux @siteworx #contentmarketingMULTI-CHANNEL DIGITAL STRATEGYThe Company should own every touchpoint along the customer journey. Mapping content to channel andmarket segment specific goals will result in greater immersion in the brand, and ultimately higher conversionrates. Create once, publish everywhere, but in a contextually relevant way.
  • @lindroux @siteworx #contentmarketingContextualization§  Understand WHO the customer is (Persona)§  HOW they behave (Journey Maps)§  WHAT content fulfills their needs (Content Maps)§  WHERE that content is best delivered (Multi-channel Content Strategy)Desktop SocialTablet Phone In StoreEmail
  • @lindroux @siteworx #contentmarketingContent DesignSocialMediaMicrositesBlogsIntranetE-mailPrintTabletAppsMobileAppsMobileWebWebsitesContent
  • @lindroux @siteworx #contentmarketingB2C Example: Bridal Store
  • @lindroux @siteworx #contentmarketingCompetitiveArtifactsPersona | Meet Lisa§ Female Age: 29§ Project Manager, New YorkLisa is getting married next falland is in full ‘planning-mode’ forthe event. She and her fiancé,Ben, are paying for the weddingand they are consequently on abudget. Lisa wants to make surethat the bridal party lookscoordinated, stylish and unique.Lisa Martinez
  • @lindroux @siteworx #contentmarketingLisa’s JourneyGet Inspired Purchase Validate AdvocateAffiliate SitePlan Experience§  Collect inspiration for wedding§  Start planning and budgeting§  Source wedding dress stores§  Wedding Website@lindroux @siteworx #contentmarketing
  • @lindroux @siteworx #contentmarketingLisa’s JourneyGet Inspired Purchase Validate Advocate§  Browse and compare dressstyles§  Use virtual fitting tool§  Create / view an ideascrapbook§  Communicate with my bridalparty and consultant§  Create/ manage a budgetWebsitePlan Experience
  • @lindroux @siteworx #contentmarketingLisa’s Journey§  Share pictures with my bridalparty§  Upload to scrapbook§  Manage my budget§  Locate a store§  Set/view appointmentSmartphoneGet Inspired Purchase Validate AdvocatePlan Experience
  • @lindroux @siteworx #contentmarketingLisa’s Journey§  View / manage scrapbook§  Manage my budget§  Browse and compare dressstyles§  Read wedding tips and advice§  Use virtual fitting toolTabletGet Inspired Purchase Validate AdvocatePlan Experience
  • @lindroux @siteworx #contentmarketingLisa’s Journey§  Stay updated on style news§  Be alerted with respect to newdeals§  Receive appointmentreminders and contextuallyrelevant adviceEmailGet Inspired Purchase Validate AdvocatePlan Experience
  • @lindroux @siteworx #contentmarketingLisa’s Journey§  Try on styles I selected online§  Share fitting live with myfriends and family§  Record fitting pictures for myscrapbookIn-storeGet Inspired Purchase Validate AdvocatePlan Experience
  • @lindroux @siteworx #contentmarketingLisa’s Journey§  Poll my friends for ideas§  Stay updated on style news§  Be alerted with respect to newdeals§  Share the wedding picturesafter the eventFacebookGet Inspired Purchase Validate AdvocatePlan Experience
  • @lindroux @siteworx #contentmarketingLisa’s Journey§  Stay updated on style news§  Be alerted with respect to newdeals§  Post questions (support-related)TwitterGet Inspired Purchase Validate AdvocatePlan Experience
  • @lindroux @siteworx #contentmarketingLisa’s Journey§  Watch inspirational / runwayfootage§  Watch reality TV weddinggown shows§  Share my wedding videoYouTubeGet Inspired Purchase Validate AdvocatePlan Experience
  • @lindroux @siteworx #contentmarketingLisa’s JourneyPinterest§  Collect inspiration for fashion,food & decoration§  Follow other weddings§  Bridal notebookGet Inspired Purchase Validate AdvocatePlan Experience
  • @lindroux @siteworx #contentmarketingContent: ProductImagesOffers Articles RunwayVideosVirtual fittingroomStore LocatorWeb X X X X XTablet X X X XMobile X X XEmail X XYouTube XPinterest XFacebook X X XTwitter XIn-store X XAffiliate site X X XContent Prioritization
  • @lindroux @siteworx #contentmarketingB2B Example: Business Consulting
  • @lindroux @siteworx #contentmarketingCompetitiveArtifactsPersona | Meet Shane§ Male Age: 31§ Analyst, WashingtonShane works for a major energycompany. His boss has askedhim to evaluate responses to anRFP for Business ProcessManagement Consulting. Shaneknows that if he helps his bossto select the right company, itwill bode well for both theircareers.Shane McNulty
  • @lindroux @siteworx #contentmarketingShane’s Journey§  Watch presentation onbusiness processmanagement by consultantsfrom a number of companiesYouTubeAwareness Compare AdvocateResearch Analyze Participate
  • @lindroux @siteworx #contentmarketingShane’s Journey§  Case studies specific to theenergy industry§  Details of the business processconsultants in (geo)§  Access to company financials§  Bookmark or sample contentfor a presentationWebsiteAwareness Compare AdvocateResearch Analyze Participate
  • @lindroux @siteworx #contentmarketingShane’s Journey§  Understand conversationabout X company§  Network with peers§  Participate in industry andSME groups§  Crowd source selectioncriteriaLinked InAwareness Compare AdvocateResearch Analyze Participate
  • @lindroux @siteworx #contentmarketingShane’s Journey§  Crowd source selectioncriteria§  Identify thought leaders in thisspaceTwitterAwareness Compare AdvocateResearch Analyze Participate
  • @lindroux @siteworx #contentmarketingShane’s Journey§  Review thought leadership§  Bookmark content for review/aggregation later§  Watch video case studiesPhone &TabletAwareness Compare AdvocateResearch Analyze Participate
  • @lindroux @siteworx #contentmarketingShane’s JourneyForum§  Benchmark against othercompanies§  Interact with peers andthought-leaders§  Rate the responses of othersAwareness CompareResearch Analyze AdvocateParticipate
  • @lindroux @siteworx #contentmarketingShane’s Journey§  Specific targeted informationonly§  Access to gated contentEmailAwareness Compare Participate AdvocateResearch Analyze
  • @lindroux @siteworx #contentmarketingContent: Case Studies ThoughtLeadershipArticlesCompanyFinancialsPresentations ConversationStartersOfficeLocationsWeb X X X X XTablet X X X XMobile X X XEmail X XYouTube X XLinkedIn X XTwitter X XForum X XSlideshare XContent Prioritization
  • @lindroux @siteworx #contentmarketingNon-profit Example
  • @lindroux @siteworx #contentmarketingCompetitiveArtifactsPersona | Meet Magda§ Female Age: 52§ Daytona Beach, FloridaMagda lost her mother to breastcancer. She is a survivor herselfand believes that she has beengiven a second chance. Shewants to give back to thosecommitted to eradicating thisdisease through continuedresearch and care, and is lookingfor the right organization tosupport.Magda Simmons
  • @lindroux @siteworx #contentmarketingMagda’s Journey§  View inspirational videos andstories§  Research the non-profit§  Make a donation§  Register for an event§  Learn about philanthropyWebsiteSearch Participate Belong AdvocateResearch Donate
  • @lindroux @siteworx #contentmarketingMagda’s Journey§  Make a donation§  Watch videos§  Find event detailsSmartphoneSearch Participate Belong AdvocateResearch Donate
  • @lindroux @siteworx #contentmarketingMagda’s Journey§  Watch videos§  Read inspirational stories§  Register for an event§  Make a donationTabletSearch Participate Belong AdvocateResearch Donate
  • @lindroux @siteworx #contentmarketingMagda’s Journey§  Read stories from donors &beneficiaries§  Make a donation§  Share my story§  Tell my friends about myinvolvement§  Solicit event sponsorshipFacebookSearch Participate Belong AdvocateResearch Donate
  • @lindroux @siteworx #contentmarketingMagda’s Journey§  Follow beneficiaryorganization§  Solicit participation§  Share my involvement§  Follow eventsTwitterSearch Participate Belong AdvocateResearch Donate
  • @lindroux @siteworx #contentmarketingMagda’s Journey§  Watch inspirational videos§  See post-event videosYouTubeSearch Participate Belong AdvocateResearch Donate
  • @lindroux @siteworx #contentmarketingMagda’s Journey§  Receive event and fundraisingupdates§  Personal encouragement andprogress§  Community updatesEmailSearch Participate Belong AdvocateResearch Donate
  • @lindroux @siteworx #contentmarketingMagda’s Journey§  Find information about cancerorganizations§  Read and view inspirationalcontent§  Share my involvement§  Solicit event sponsorshipGoogle+Search Participate Belong AdvocateResearch Donate
  • @lindroux @siteworx #contentmarketingContent: About theOrganizationDonationProcessingDonor stories BeneficiarystoriesConversationStartersEvent DetailsWeb X X X X XTablet X X X X XMobile X X X X XEmail X X X XFacebook X X X X X XTwitter X X XYou Tube XGoogle + X X X X XContent Prioritization
  • @lindroux @siteworx #contentmarketingStep 1: Develop Personas and Journey Maps
  • @lindroux @siteworx #contentmarketingStep 2: Prioritize Content per Channel
  • @lindroux @siteworx #contentmarketingStep 3: Structure your Content
  • @lindroux @siteworx #contentmarketingStep 4: Evaluate, Rinse & RepeatPage DetailsQualitativeScores                            QuantitativeEvaluation                Title Scanable Compelling Current Relevant SEOConsistentwith brandattributesAccessible,plainlanguageGrammar/spellingContentViews Favorited SharedAge ofContent# of InboundLinksMegacommuni,es  Podcast  Series   3   2   1   4   2   2   2   4   2   3   3   3   1  Cyber  Wargames   3   5   5   5   5   5   5   5   3   5   5   3   3  Growth  and  Future  of  Megacommuni,es   2   3   2   4   2   3   2   4   3   2   4   4   4  The  Key  to  Successful  Execu,on   3   2   1   4   2   2   2   4   2   3   3   3   1  A  Megacommunity  That  Did  Not  Work   3   5   5   5   5   5   5   5   3   5   5   3   3  Selling  the  Idea  of  a  Megacommunity   2   3   2   4   2   3   2   4   3   2   4   4   4  Megacommuni,es   3   2   1   4   2   2   2   4   2   3   3   3   1  Smart  Power   3   5   5   5   5   5   5   5   3   5   5   3   3  Booz  Allen  Diagnos,c  Services   2   3   2   4   2   3   2   4   3   2   4   4   4  Frequently  Asked  Ques,ons   3   2   1   4   2   2   2   4   2   3   3   3   1  Overview  of  What  it  Takes  to  Change  Government     3   5   5   5   5   5   5   5   3   5   5   3   3  David  Mader  at  the  Partnership  for  Public  Service  Panel  Discussion   2   3   2   4   2   3   2   4   3   2   4   4   4  ADM  James  M.  Loy,  former  Coast  Guard  Commandant  at  the  Partnership  for  Public  Service   3   2   1   4   2   2   2   4   2   3   3   3   1  Jeff  Myers  on  Federal  News  Today  on  News  Channel  8   3   5   5   5   5   5   5   5   3   5   5   3   3  Partnership  for  Public  Service  Panel  Highlights   2   3   2   4   2   3   2   4   3   2   4   4   4  Request  Addi,onal  Informa,on   3   2   1   4   2   2   2   4   2   3   3   3   1  Research  Authors   3   5   5   5   5   5   5   5   3   5   5   3   3  Sample  Lessons   2   3   2   4   2   3   2   4   3   2   4   4   4  Thank  You   3   2   1   4   2   2   2   4   2   3   3   3   1  What  It  Takes  to  Change  Government   3   5   5   5   5   5   5   5   3   5   5   3   3  Workforce  of  Tomorrow   2   3   2   4   2   3   2   4   3   2   4   4   4  Advance  Our  Government   3   2   1   4   2   2   2   4   2   3   3   3   1  Career  Transi,oning  and  Mentoring   3   5   5   5   5   5   5   5   3   5   5   3   3  Client  Work   2   3   2   4   2   3   2   4   3   2   4   4   4  Community  Support  &  Engagement   3   2   1   4   2   2   2   4   2   3   3   3   1  Commitment  to  Our  Military,  Veterans,  and  Families   3   5   5   5   5   5   5   5   3   5   5   3   3  All  Content  Related  to  Suppor,ng  Our  Military,  Veterans,  and  Families   2   3   2   4   2   3   2   4   3   2   4   4   4  
  • @lindroux @siteworx #contentmarketing§  Award-winning interactive agency§  Strong qualifying track record in the Global 500§  Specialize in audience driven design & digital branding§  Expertise in digital marketing & sales systems implementation & integrationA Little About SiteworxThank You!Lindy RouxPrincipal Content Strategist(703) 657-1317lroux@siteworx.com