Content Strategy for Big Brands #iak12

3,313 views

Published on

Published in: Business
0 Comments
10 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
3,313
On SlideShare
0
From Embeds
0
Number of Embeds
1,183
Actions
Shares
0
Downloads
0
Comments
0
Likes
10
Embeds 0
No embeds

No notes for slide
  • Jedespezifische Information muss auf einerexistierenden Information aufbauen.JedeStufeistrestriktergegenüber Content, den dieseStufeerlaubtimVgl. ZurVorstufeJede Information muss die gleicheInformationssemantikhabenwiederenEltern-Informationslayer.DITA= Darwin Information Typing Architecture
  • Content Strategy for Big Brands #iak12

    1. 1. Content is king.Content Strategy for Big Brands. Namics.Stephanie Ruf.Markus Groiß. #iak12 Foto: iew7 / photocase.com
    2. 2. The benefits of the corporate brand Value BRAND Channels Sales TimeInspired by: Idris Mootee 14.05.2012 2 The king is dead, long live the king. Namics.
    3. 3. What characterizes big brands? Value TRUST QUALITY SECURITY Channels Sales Time14.05.2012 3 The king is dead, long live the king. Namics.
    4. 4. Competitive advantage of big brands LOTS OF TRAFFICHigh digital BRAND-driven SEARCH ENGINECOVERAGE TRUST VISIBILITY14.05.2012 4 The king is dead, long live the king. Namics.
    5. 5. Is this advantage being used? LOTS OF TRAFFIC LESS SALES14.05.2012 5 The king is dead, long live the king. Namics.
    6. 6. Current example… Conversion rate under 1%14.05.2012 6 The king is dead, long live the king. Namics.
    7. 7. The question is:WHY DOESN’TTHIS TRAFFIC GENERATEVIEL MORE SALES?14.05.2012 7 The king is dead, long live the king. Namics.
    8. 8. Which factors promote conversion? TRUST ACCESSIBILITY QUALITY SERVICE RELEVANCE14.05.2012 8 The king is dead, long live the king. Namics.
    9. 9. We already know them! ACCESSIBILITY TRUST QUALITY RELEVANCE SERVICE14.05.2012 9 The king is dead, long live the king. Namics.
    10. 10. We already know them! ACCESSIBILITY Big brands have a good VERTRAUEN initial position. QUALITÄT Why can this often not be used? RELEVANZ SERVICE14.05.2012 10 The king is dead, long live the king. Namics.
    11. 11. The problem… TRAFFIC THE BLACK BOXHere are thingsgetting out ofcontrol! SALES14.05.2012 11 The king is dead, long live the king. Namics.
    12. 12. Something goes wrong…But what?AND: WHAT HAS THISTO DO WITH CONTENT-STRATEGY?14.05.2012 12 The king is dead, long live the king. Namics.
    13. 13. Content strategy defines…WHICH CONTENTIS DISTRIBUTEDAT WHAT TIMEOVER WHICH CHANNEL?14.05.2012 13 The king is dead, long live the king. Namics.
    14. 14. Content-Strategy defines…1 The whole context Keeps information in mind Generates more relevant traffic What comes in here2 Better processing - better user guidance What happens here3 MORE OUTPUT14.05.2012 14 The king is dead, long live the king. Namics.
    15. 15. Creating context by creating a brand story 1. BRAND STORY Unique Consistent Distinct Authentic14.05.2012 15 The king is dead, long live the king. Namics.
    16. 16. Storytelling 1.Storytellingis the calculated release ofinformations via stories.14.05.2012 16 The king is dead, long live the king. Namics.
    17. 17. Storytelling 1.Stories deliverCONTEXT14.05.2012 17 The king is dead, long live the king. Namics.
    18. 18. Storytelling 1.CONTEXT helps us tounderstand.14.05.2012 18 The king is dead, long live the king. Namics.
    19. 19. Storytelling 1.No one BUYSwithout understanding.14.05.2012 19 The king is dead, long live the king. Namics.
    20. 20. Creating context by creating a brand story 1. Brand Story Brand Recognition by subtle integration of the core message Activation of Users Recognition reinforces self-confidence (“I’m right here”) Winning Trust by consistent communication of the brand message High Involvement by emotional connection14.05.2012 20 The king is dead, long live the king. Namics.
    21. 21. Side note:Does storytelling change the way we work? 1. Past NowUser Centered Design: User-focused Storytelling: focused the brand messageconcepts14.05.2012 21 The king is dead, long live the king. Namics.
    22. 22. 2. Filling channels appropriate provides relevant traffic. UNTIL NOW Channel 1 Channel 4 The message is Distinct Strg + C content Strg + V Channel 3 understood. Channel 2 FROM NOW Brandstory Channel 2 The messageChannel 1 has impact. Originärer Inhalt Channel 4 Channel 3 14.05.2012 22 The king is dead, long live the king. Namics.
    23. 23. 2.We call this: Content Mapping  The right content for the right channels.  The overall story remains the same.  The excerpts that are told change.  The way the story is told, varies.14.05.2012 23 The king is dead, long live the king. Namics.
    24. 24. 2.Content Mapping Leads to more relevant traffic.14.05.2012 24 The king is dead, long live the king. Namics.
    25. 25. Content promotes conversion: 3.Defining different content layer.relevant Concept Detailed explanation what it’s all about. Task Explanation, how it works. (Process) Characteristics (data- not text-based). specific14.05.2012 26 The king is dead, long live the king. Namics.
    26. 26. 3 essential rules for working with content layer. Any more specific information must be based on existing information. Every stage is more restrictive to content that is allowed compared to the stage above. Each information must have the same semantics as its parents-layer information. Inspired by: Darwin Information Typing Architecture14.05.2012 27 The king is dead, long live the king. Namics.
    27. 27. LEARNINGS.14.05.2012 28 The king is dead, long live the king. Namics.
    28. 28. HOWTO: What big brands can do right now. Develop consistent brand story. Fill multiple channels with appropriate content. Sharpen content by working with information layer.14.05.2012 29 The king is dead, long live the king. Namics.
    29. 29. Prospects: Good content works…… is being distributed and develops multiplier effects.14.05.2012 30 The king is dead, long live the king. Namics.
    30. 30. Thank you for your attention.stephanie.ruf@namics.commarkus.groiss@namics.com© Namics14.05.2012 31 The king is dead, long live the king. Namics.

    ×