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Content Strategy for Big Brands #iak12
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Content Strategy for Big Brands #iak12

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  • Jedespezifische Information muss auf einerexistierenden Information aufbauen.JedeStufeistrestriktergegenüber Content, den dieseStufeerlaubtimVgl. ZurVorstufeJede Information muss die gleicheInformationssemantikhabenwiederenEltern-Informationslayer.DITA= Darwin Information Typing Architecture
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    • 1. Content is king.Content Strategy for Big Brands. Namics.Stephanie Ruf.Markus Groiß. #iak12 Foto: iew7 / photocase.com
    • 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. What characterizes big brands? Value TRUST QUALITY SECURITY Channels Sales Time14.05.2012 3 The king is dead, long live the king. Namics.
    • 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. Is this advantage being used? LOTS OF TRAFFIC LESS SALES14.05.2012 5 The king is dead, long live the king. Namics.
    • 6. Current example… Conversion rate under 1%14.05.2012 6 The king is dead, long live the king. Namics.
    • 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. Which factors promote conversion? TRUST ACCESSIBILITY QUALITY SERVICE RELEVANCE14.05.2012 8 The king is dead, long live the king. Namics.
    • 9. We already know them! ACCESSIBILITY TRUST QUALITY RELEVANCE SERVICE14.05.2012 9 The king is dead, long live the king. Namics.
    • 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. The problem… TRAFFIC THE BLACK BOXHere are thingsgetting out ofcontrol! SALES14.05.2012 11 The king is dead, long live the king. Namics.
    • 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. Content strategy defines…WHICH CONTENTIS DISTRIBUTEDAT WHAT TIMEOVER WHICH CHANNEL?14.05.2012 13 The king is dead, long live the king. Namics.
    • 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. 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. Storytelling 1.Storytellingis the calculated release ofinformations via stories.14.05.2012 16 The king is dead, long live the king. Namics.
    • 17. Storytelling 1.Stories deliverCONTEXT14.05.2012 17 The king is dead, long live the king. Namics.
    • 18. Storytelling 1.CONTEXT helps us tounderstand.14.05.2012 18 The king is dead, long live the king. Namics.
    • 19. Storytelling 1.No one BUYSwithout understanding.14.05.2012 19 The king is dead, long live the king. Namics.
    • 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. 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. 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. 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. 2.Content Mapping Leads to more relevant traffic.14.05.2012 24 The king is dead, long live the king. Namics.
    • 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. 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. LEARNINGS.14.05.2012 28 The king is dead, long live the king. Namics.
    • 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. 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. 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.