Content Strategy for the Multi-Screen World - BOLO 2012


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Content Strategy for the Multi-Screen World - BOLO 2012

  1. 1. Content Strategy for themulti-screen worldBOLO 2012 - October 8th 2012Kim Lawless @kklawlessTeehan+Lax
  2. 2. Who I am‣Content Strategist at Teehan+Lax‣Teehan+Lax: Defining and designingcustomer experience in the digital channel‣Helping brands and businesses navigatethe multi-screen world
  3. 3. What do we mean by content? The digitalchannel today Contentstrategy for the multi-screen world
  4. 4. What do we mean by content? The digitalchannel today Contentstrategy for the multi-screen world
  5. 5. Content ≠Marketing Copy 5
  6. 6. Longform Branded InstructionalUser-generated Systemic
  7. 7. Longform Content 7
  8. 8. Branded Content 8
  9. 9. Instructional Copy
  10. 10. User-generated Content 10
  11. 11. Systemic Content 11
  12. 12. 12
  13. 13. Content Strategy:A plan to deliver the rightcontent to the right users in theright contexts
  14. 14. Content Strategy:‣ Helps identify the content userswant and need‣ Makes a plan to create, deliver andmanage that content‣ Defines how content lives and flowsthrough the system
  15. 15. What do we mean by content? The digitalchannel today Contentstrategy for the multi-screen world
  16. 16. 20
  17. 17. Technology hasenabled a shift frompassive consumer to active customer
  18. 18. Multi-screen is how people spend their time
  19. 19. Multi-screen behavior changes according to context
  20. 20. People have different modes for consuming content
  21. 21. What do we mean by content? The digitalchannel today Contentstrategy for the multi-screen world
  22. 22. Active customers expect to get thecontent they want and need, onany screen.
  23. 23. 28
  24. 24. Active customers expectatomized content.
  25. 25. 35
  26. 26. Content orbits active customers,not brands.
  27. 27. 7 37
  28. 28. 7 37
  29. 29. Multi-Screen ContentStrategy plans for:‣ Content active customers want and need, onany screen‣ Content that can be freed from presentationand ‘atomized’‣ Content that orbits users, not brands
  30. 30. Start with the user
  31. 31. Kate Sinclair Up-and-comer Dayton, Ohio 27, Image-conscious 54 K income Carries an iPhoneMeet Kate Digital BehaviourKate is a Public Relations associate at Hill & Kate engages in the most diverse repertoire ofKnowlton. She gets to use her excellent digital activities. She has identities in prominentcommunication and multitasking skills on the job, social networks and actively maintains a fashionand works with some pretty interesting clients. blog.Often influenced by what’s hot, she strives to own Her primary device is her iPhone, which she reliesthe best brands and likes to impress people with on to keep in the loop. As soon as she learnsher lifestyle. something new, she discusses it with friends online and lures them to check out her mostKate dresses to impress and likes to show off her recent discoveries.taste and style to other women who find herfashion sense an inspiration. Active on social networks, she love to make social plans and keeping everyone updated about herShe has a active social life and likes to try new latest adventures.bars and restaurants with her friends. She keeps fitwith classes at a Good Life club near her office and She is also an active online shopper, buyinghas recently gotten into running -- she’s thinking cosmetics and accessories on her favourite sites.of running a 10k race this summer.Source: Forrester Research, Inc. Consumer Technographics 41
  32. 32. Plan for the behavior, not the technology
  33. 33. ?
  34. 34. 44
  35. 35. Understand yourclient’s content ecosystem
  36. 36. Know your content DNA
  37. 37. Content Strategy for theMulti-screen world‣Start with the user‣Plan for the behavior, not the technology‣Understand your client’s contentecosystem‣Know your content DNA
  38. 38. Multi-screen content strategy is about learning about users andserving them better, not just serving content on different screens.
  39. 39. Thanks!Kim Lawless @kklawlessTeehan+Lax