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Content Strategy: From Losing to Winning Content

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    Content Strategy: From Losing to Winning Content - Presentation Transcript

    1. Content Strategy From Losing to Winning Content CHI*Atlanta Program – October 22, 2008 Moderated by Colleen Jones www.threebrick.com
    2. I’m Tired of “Losing” Content
    3. 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????
    4. Losing Content – Online Shopping
      • Why are we repeating ourselves?
      • Why is this bulleted list not influential?
      • Did a human think about this?
    5. 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
    6. Why Losing Content Is Bad
      • Businesses & organizations lose results
      Sales Brand Perception Conversion Customer Satisfaction Engagement
    7. “ Winning” Content Requires Strategy
    8. 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.
    9. 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
    10.  
    11. Expansive Content Brains to Bats Rocket Engines to Roller Coasters Hybrid Cars to HDTV
    12. 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
    13. 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”
    14. 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
    15. Relevance #4 out of 5,700,000 results
    16. 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
    17. 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
    18. Variety / Consistency Different types of content serve different purposes. Comprehensive Classics Core brand
    19. 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
    21. Quality Markets Itself
      • Featured article on Yahoo home page.
      • In five hours:
      • 1.5 million unique visitors
      • 2.5 million page views
    22. Content Strategy at UPS.com
      • October 22, 2008
    23. 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
    24. 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
    25. 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
    26. 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
    27. Typical UPS.com Page Interactive Communications Content Strategy
    28. UPS.com Page Structure - 13 Modules Interactive Communications Content Strategy Plus 31 more language versions. Modules move in and out based on metadata.
    29. 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
    30. 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
      • 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
      • 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
    33. Thanks! Richard Sheffield [email_address] The Web Content Strategist's Bible   http://www.web-content-strategy.com Interactive Communications Content Strategy
    34. In-store digital media A new challenge for getting content right . David Forbes Executive Director AT&T, Consumer IT
    35. 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!
    36. The Shopper’s Experience with Technology
      • Why is the store so ripe with opportunity?
        • Guaranteed reach
        • Recency
        • Aperture
      Page
    37. 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
    38. 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
    39. 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
    40. 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
    41. 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
    42. 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
    43. 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
    44. World Domination by Content Strategy Kristina Halvorson President, Brain Traffic
    45. 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?”)
    47. Best business strategy EVER!!!
    48. What the hell was I thinking?
    49.  
    50. TYPICAL WEB PROJECT SCHEDULE
    51.  
    52.  
    53.  
    54. TYPICAL WEB PROJECT SCHEDULE
    55.  
    56.  
    57.  
    58.  
    59. It doesn’t need to be this way. Content strategy can help. SAVE THE INTERNETS!
      • Define
      • Refine
      • Promote
    61. DEFINE: Content strategy is planning for the creation of useful, usable content.
    62. DEFINE: The content strategist must be able to define which content is required, as well as why.
    63. BUT BUT BUT BUT BUT BUT …
    64. 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.
    65. DEFINE: Metadata strategy identifies the type, classification, and structure of metadata.
    66. 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.
    67. DEFINE: Content channel distribution strategy defines how and where content will be delivered and/or made available to users.
    68. 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.
    69. DEFINE: Web writing is the practice of writing useful, usable content specifically intended for online publication.
    70. That is a lot of stuff to think about.
    71. OMG THIS IS SO NOT MY PROBLEM
    72.  
    73.  
    74. (you)
    75. ACTION(HERO) ITEM 1: Demand to speak to the people who own the content very, very, very early.
    76. ACTION(HERO) ITEM 2: Audit the source content.
    77. ACTION(HERO) ITEM 3 : Don’t draw boxes for content nobody needs or wants.
    78. ACTION(HERO) ITEM 4: Fight for the web writer.
    79. ACTION(HERO) ITEM 5: Get educated. Hey, wait a minute …
    80. You’re already a hero!!!
    81. Thanks. email [email_address] twitter @halvorson phone 612.331.6600 x25

    + Colleen JonesColleen Jones, 2 years ago

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