Content Strategy From Losing to Winning Content CHI*Atlanta Program – October 22, 2008 Moderated by Colleen Jones www.threebrick.com

I’m Tired of “Losing” Content

Losing Content – Web 2.0 Product What is this service and how can it help me? How do I learn more? Did anyone think about the content????

What is this service and how can it help me?

How do I learn more?

Did anyone think about the content????

Losing Content – Online Shopping Why are we repeating ourselves? Why is this bulleted list not influential? Did a human think about this?

Why are we repeating ourselves?

Why is this bulleted list not influential?

Did a human think about this?

Why Losing Content Is Bad Customers lose the opportunity to Connect with your brand Be persuaded to purchase, subscribe, or take other action Understand a topic, product, or service. Get answers to questions Be assisted with tasks

Customers lose the opportunity to

Why Losing Content Is Bad Businesses & organizations lose results Sales Brand Perception Conversion Customer Satisfaction Engagement

Businesses & organizations lose results

“ Winning” Content Requires Strategy

But We Don’t Treat It Strategically We focus too much on content management. We worry only about content usability. We put it off to the last minute. We can’t get resources for it. We fight with marketing or PR about it. We don’t do anything. We think it’s just words or just for the web.

Toward a Solution This Panel Interested in Content Activity with CHI*A? E-mail me at [email_address] . Visit my blog at www.leenjones.com/blog . www.threebrick.com

This Panel

Interested in Content Activity with CHI*A? E-mail me at [email_address] . Visit my blog at www.leenjones.com/blog .

Expansive Content Brains to Bats Rocket Engines to Roller Coasters Hybrid Cars to HDTV

Audience Audience Demographics Gender 51% Male, 49% Female Age 32% are 18-34, 59% are 25-54 Household Income 48% are $75+ Marital Status 60% are married, 59% have children Online Usage 80% access the Internet 7 days per week Online Shopping 94% of users have conducted online research prior to making a purchase decision

Audience Demographics

Gender 51% Male, 49% Female

Age 32% are 18-34, 59% are 25-54

Household Income 48% are $75+

Marital Status 60% are married, 59% have children

Online Usage 80% access the Internet 7 days per week

Online Shopping 94% of users have conducted online research prior to making a purchase decision

Direct vs. Search HSW Content Consumed 35 % HSW Core Audience Traffic = Brand Value “ Life Learners” People entertained by learning “ Info Junkies” with a majority consumed on-line “ Cultural Creatives” likely to visit a museum or gallery 65 % Search Traffic = Advertiser Value Demonstrated specific “INTENT”

35 % HSW Core Audience Traffic = Brand Value

“ Life Learners” People entertained by learning

“ Info Junkies” with a majority consumed on-line

“ Cultural Creatives” likely to visit a museum or gallery

65 % Search Traffic = Advertiser Value

Demonstrated specific “INTENT”

Search Search Continues to Grow – 10.8 billion in US in March 2008 HSW content is on page one 70% of the time Value to Advertiser – the consumer has “self-selected” Source: MediaPost 2006, Jupiter Research 2006 and Nielsen/Net Hybrid Cars

Search Continues to Grow – 10.8 billion in US in March 2008

HSW content is on page one 70% of the time

Value to Advertiser – the consumer has “self-selected”

Relevance #4 out of 5,700,000 results

Content Selection 5. SALES NEEDS content creation to fulfill specific campaigns: Toyota 1. EDITORIAL HUBS identifying articles that are driving strong entries – and writing around them: “Hybrid Cars” 4. DISCOVERY content creation to match Discovery programming/video clips: “Deadliest Catch” 3. CUTTING-EDGE identifying valuable keywords/topics ahead of the curve: “Cloud Computing” EDITORIAL AREAS OF FOCUS 2. PARTNER CONTENT creating in-house content to integrate with partner content: World Book

Publishing Process 1. Determine content 2. Competitive and keyword analysis 4. Research article, with analysis in hand 5. Write article, collect imagery and video 6. Edit article 7. Co-edit and fact check 8. Add page-level meta 9. Publish, promote, track performance Content optimized for search at beginning and end of process 3. Define exact article titles, assign

Variety / Consistency Different types of content serve different purposes. Comprehensive Classics Core brand

Integrated Content IMAGERY Image galleries from Getty Images ARTICLES Links to deep archive of related auto content DISCOVERY VIDEO “ American Chopper” “Overhaulin’ “Rides” “Mecam Auto Auction” “Miller Mustang Challenge” “Chasing Classic Cars” “Appraise My Car” EXPERT REVIEWS CG Auto expert reviews

RSS Feeds BrainStuff – the HowStuffWorks Blog Social Networks (Facebook & MySpace) Newsletters Twitter Podcasts Traditional PR Content Promotion

RSS Feeds

BrainStuff – the HowStuffWorks Blog

Social Networks (Facebook & MySpace)

Newsletters

Twitter

Podcasts

Traditional PR

Quality Markets Itself Featured article on Yahoo home page. In five hours: 1.5 million unique visitors 2.5 million page views

Featured article on Yahoo home page.

In five hours:

1.5 million unique visitors

2.5 million page views

Content Strategy at UPS.com October 22, 2008

October 22, 2008

Agenda Interactive Communications Content Strategy A Little About UPS.com Content Strategy for a Mature Website How UPS Culture Affected Content Strategy Recent Changes to Voice and Tone

A Little About UPS.com

Content Strategy for a Mature Website

How UPS Culture Affected Content Strategy

Recent Changes to Voice and Tone

UPS.com - Some Context Interactive Communications Content Strategy 1.5 million visits per day 140,000 pages of content 40 online applications 110 country versions of UPS.com 32 languages supported Single source for content Localized as needed CMS generated - InterWoven TeamSite It’s Complex

1.5 million visits per day

140,000 pages of content

40 online applications

110 country versions of UPS.com

32 languages supported

Single source for content

Localized as needed

CMS generated - InterWoven TeamSite

Content Strategy for a Mature Website Interactive Communications Content Strategy Current version is six years old Content strategy decisions have been made Content strategy = content development strategy Projects are broadly defined Content strategist’s job to identify content impact Adjust the project plan and set expectations It’s a well-defined process

Current version is six years old

Content strategy decisions have been made

Content strategy = content development strategy

Projects are broadly defined

Content strategist’s job to identify content impact

Adjust the project plan and set expectations

Corporate Culture and Content Strategy Interactive Communications Content Strategy Where we arrived is not where we were heading Efficient vs. Redundant Complex vs. Simple Centralized control vs. Distributed Development Complexity drives centralization

Where we arrived is not where we were heading

Efficient vs. Redundant

Complex vs. Simple

Centralized control vs. Distributed Development

Typical UPS.com Page Interactive Communications Content Strategy

UPS.com Page Structure - 13 Modules Interactive Communications Content Strategy Plus 31 more language versions. Modules move in and out based on metadata.

This is a Very Powerful Page Structure Interactive Communications Content Strategy Allows maximum content reuse Allows max flexibility of single source content Relies on accurate and complex metadata Keeps translation costs low Too complex for an occasional CMS user

Allows maximum content reuse

Allows max flexibility of single source content

Relies on accurate and complex metadata

Keeps translation costs low

Changes to Voice and Tone Interactive Communications Content Strategy Our original definition focused on applications Very straightforward and functional Factual “ Users come to UPS.com to get things done.” This tone does not work well for promotional/marketing content

Our original definition focused on applications

Very straightforward and functional

Factual

“ Users come to UPS.com to get things done.”

Tactics customer-centric enabling action-oriented descriptive differentiating global pertinent Interactive Communications Content Strategy Style Guidelines for Web Marketing Content Tone approachable confident conversational engaging persuasive definitive End-Game compelling dynamic energetic inspirational motivating Reliable Standbys consistent contextual sincere succinct real-world clear-pathed

Tactics

customer-centric

enabling

action-oriented

descriptive

differentiating

global

pertinent

Tone

approachable

confident

conversational

engaging

persuasive

definitive

End-Game

compelling

dynamic

energetic

inspirational

motivating

Reliable Standbys

consistent

contextual

sincere

succinct

real-world

clear-pathed

These items are less about language and more about the explicit choices writers make about which content to focus on. Customer-centric : Keep the customer’s point of view in mind Enabling : Focus on how customers can enhance their own business by partnering with us Action-oriented : Actively build toward next steps Descriptive : Help customers understand how a product benefits them rather than touting the product itself Pertinent : Avoid product-dumping in favor or focused, relevant, selective content that benefits the customer Differentiating : Play up the factors that distinguish us from competitors Global : Weave in international dimension Interactive Communications Content Strategy Tactics

These items are less about language and more about the explicit choices writers make about which content to focus on.

Customer-centric : Keep the customer’s point of view in mind

Enabling : Focus on how customers can enhance their own business by partnering with us

Action-oriented : Actively build toward next steps

Descriptive : Help customers understand how a product benefits them rather than touting the product itself

Pertinent : Avoid product-dumping in favor or focused, relevant, selective content that benefits the customer

Differentiating : Play up the factors that distinguish us from competitors

Global : Weave in international dimension

Thanks! Richard Sheffield [email_address] The Web Content Strategist's Bible http://www.web-content-strategy.com Interactive Communications Content Strategy

In-store digital media A new challenge for getting content right . David Forbes Executive Director AT&T, Consumer IT

In-store Technology Evolution – Guiding Principles Embrace and leverage technology into the sales process so that: Shoppers can make an immediate purchase decision Purchaser revenue commitments will increase with a smoother introduction to devices, features, and accessories The sales process can be shortened allowing higher volume through the store and more efficient use of sales/service resources Buyer’s remorse returns can be reduced if customers are hands-on with the product during the sales process Create a technologically advanced shopping venue: Improves the consumer’s perception of AT&T as a cutting-edge brand with products that offer a reduced chance of obsolescence Invites the shopper and reduces the shopper’s effort required with the length of the sales process Is worth the capital and expense investment Page Without the right content, all of this technology is wasted!

Embrace and leverage technology into the sales process so that:

Shoppers can make an immediate purchase decision

Purchaser revenue commitments will increase with a smoother introduction to devices, features, and accessories

The sales process can be shortened allowing higher volume through the store and more efficient use of sales/service resources

Buyer’s remorse returns can be reduced if customers are hands-on with the product during the sales process

Create a technologically advanced shopping venue:

Improves the consumer’s perception of AT&T as a cutting-edge brand with products that offer a reduced chance of obsolescence

Invites the shopper and reduces the shopper’s effort required with the length of the sales process

Is worth the capital and expense investment

The Shopper’s Experience with Technology Why is the store so ripe with opportunity? Guaranteed reach Recency Aperture Page

Why is the store so ripe with opportunity?

Guaranteed reach

Recency

Aperture

Digital Content finds a new home What is the right role of digital media in the store? Entertainment – delight your shoppers Awareness – advertising impressions Response – entice them to touch, download, pull a coupon Engagement – motivate them to explore a product Purchase – stimulate a buy Loyalty – engage them in dialog Page REF: Lighting Up the Aisle , Laura Davis-Taylor and Adrian Weidman

What is the right role of digital media in the store?

Entertainment – delight your shoppers

Awareness – advertising impressions

Response – entice them to touch, download, pull a coupon

Engagement – motivate them to explore a product

Purchase – stimulate a buy

Loyalty – engage them in dialog

Express Service Kiosk Purpose: Provide self-service options for customers in our Company Owned Retail Stores (CORs) to complete service transactions Improve sales representative efficiency by offloading non-sales transactions. Page

Purpose:

Provide self-service options for customers in our Company Owned Retail Stores (CORs) to complete service transactions

Improve sales representative efficiency by offloading non-sales transactions.

Experience Tables Purpose: Create emotional attachment to the most popular network features Support the “learn” process as part of the sale Present handsets and accessories in an interactive environment Page Presentation: Multiple tables throughout store Rich media content on a 24” touch-screen with multiple Experience types at a single station with coverage map, rate plan selector, greater handset selection, and accessories catalog Live handsets and accessories

Purpose:

Create emotional attachment to the most popular network features

Support the “learn” process as part of the sale

Present handsets and accessories in an interactive environment

Presentation:

Multiple tables throughout store

Rich media content on a 24” touch-screen with multiple Experience types at a single station with coverage map, rate plan selector, greater handset selection, and accessories catalog

Live handsets and accessories

Information Stations Purpose: Support AT&T as a cutting-edge brand by offering all “brochure content” though a technology solution Provide in store messaging at the point of sale to drive more sales, provide information on the capabilities of our products and services, and provide zoned advertising messaging Support self-guided discovery as well as guided selling Page Presentation: Multiple stations throughout store Intuitive touch-screen interface

Purpose:

Support AT&T as a cutting-edge brand by offering all “brochure content” though a technology solution

Provide in store messaging at the point of sale to drive more sales, provide information on the capabilities of our products and services, and provide zoned advertising messaging

Support self-guided discovery as well as guided selling

Presentation:

Multiple stations throughout store

Intuitive touch-screen interface

AT&T Advanced TV Wall Purpose: Present AT&T Advanced TV products to convert wireless intenders to wired product subscribers Support the shopping venue as a cutting-edge AT&T location Page Presentation: Multiple high-definition TVs presenting live programming (where available) for shopper interaction Sizzle reels, with content distributed centrally, in all locations

Purpose:

Present AT&T Advanced TV products to convert wireless intenders to wired product subscribers

Support the shopping venue as a cutting-edge AT&T location

Presentation:

Multiple high-definition TVs presenting live programming (where available) for shopper interaction

Sizzle reels, with content distributed centrally, in all locations

rsIQ Purpose: Manage the flow of customer traffic in the store Provide shoppers the sense of freedom to explore the store during wait times, unencumbered by having to watch for an available salesperson Provide offers and/or customer treatment based on the customer profile Capture customer traffic statistics; initial reason for store visit and comparison to the products and services they actually purchased Page Presentation: Self-sign-in kiosk with digital signage for “manager’s specials” Queue is presented on easy-to-read screens so customers are free to explore

Purpose:

Manage the flow of customer traffic in the store

Provide shoppers the sense of freedom to explore the store during wait times, unencumbered by having to watch for an available salesperson

Provide offers and/or customer treatment based on the customer profile

Capture customer traffic statistics; initial reason for store visit and comparison to the products and services they actually purchased

Presentation:

Self-sign-in kiosk with digital signage for “manager’s specials”

Queue is presented on easy-to-read screens so customers are free to explore

Surface Purpose: Support the “cutting-edge” traits of the AT&T brand Provide an engaging, technology-based vehicle to present the AT&T advantages through a guided (prescribed) sales process Page Presentation: Microsoft Surface execution of Brand 2.0 content that includes handsets, rate plans, features and accessories A custom fixture that supports the presentation and sale of most popular handsets and accessories while insuring display security

Purpose:

Support the “cutting-edge” traits of the AT&T brand

Provide an engaging, technology-based vehicle to present the AT&T advantages through a guided (prescribed) sales process

Presentation:

Microsoft Surface execution of Brand 2.0 content that includes handsets, rate plans, features and accessories

A custom fixture that supports the presentation and sale of most popular handsets and accessories while insuring display security

World Domination by Content Strategy Kristina Halvorson President, Brain Traffic

Hi. I’m Kristina. I love content. A lot. In fact, I built an agency around it.

Content Strategy No one knows what it is or that they need it. Information Architecture Everyone thinks they can do it themselves. Writing for the Web People see it as a commodity and aren’t willing to plan for it or pay for it. (“Can’t the users just generate it?”)

Content Strategy

No one knows what it is or that they need it.

Information Architecture

Everyone thinks they can do it themselves.

Writing for the Web

People see it as a commodity and aren’t willing to plan for it or pay for it. (“Can’t the users just generate it?”)

Best business strategy EVER!!!

What the hell was I thinking?

TYPICAL WEB PROJECT SCHEDULE

TYPICAL WEB PROJECT SCHEDULE

It doesn’t need to be this way. Content strategy can help. SAVE THE INTERNETS!

Define Refine Promote

Define

Refine

Promote

DEFINE: Content strategy is planning for the creation of useful, usable content.

DEFINE: The content strategist must be able to define which content is required, as well as why.

BUT BUT BUT BUT BUT BUT …

DEFINE: Editorial strategy defines the guidelines by which all online content is governed, as well as an organization’s online editorial calendar and content lifecycle.

DEFINE: Metadata strategy identifies the type, classification, and structure of metadata.

DEFINE: Search engine optimization is the process of editing and organizing the content on a page or across a website (including metadata) to increase its potential relevance to specific keywords on search engines.

DEFINE: Content channel distribution strategy defines how and where content will be delivered and/or made available to users.

DEFINE: Content management strategy defines the technologies used to capture, store, preserve and deliver an organization’s content. Publishing infrastructures and workflows are key considerations.

DEFINE: Web writing is the practice of writing useful, usable content specifically intended for online publication.

That is a lot of stuff to think about.

OMG THIS IS SO NOT MY PROBLEM

(you)

ACTION(HERO) ITEM 1: Demand to speak to the people who own the content very, very, very early.

ACTION(HERO) ITEM 2: Audit the source content.

ACTION(HERO) ITEM 3 : Don’t draw boxes for content nobody needs or wants.

ACTION(HERO) ITEM 4: Fight for the web writer.

ACTION(HERO) ITEM 5: Get educated. Hey, wait a minute …

You’re already a hero!!!

Thanks. email [email_address] twitter @halvorson phone 612.331.6600 x25