Content strategy connecting the dots between business, brand, and benefits

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Looking at how content strategy affects the bottom line through better return on investment, production efficiency, and brand loyalty

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Content strategy connecting the dots between business, brand, and benefits

  1. 1. Content Strategy: Connecting the dots between business, brand, and benefitsRahel Anne Bailie © 2012 Intentional Design Inc.@rahelab www.intentionaldesign.ca
  2. 2. Content Strategy Business Technical Content/info IA/Usabilitycommunications communication management
  3. 3. Today’s mission Benefits Business Content Strategy Brand
  4. 4.
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  7. 7. Consumer responses: simple and immediate “Try “That “I can’t another sucks” find…” site”
  8. 8. Customer lifecycle Identifies a business need Seeks out Upgrades or and renews differentiates relationship solutions Long-term Assesses support expertise and relationship evaluates with vendor reputation Makes purchase
  9. 9. Lifecycle, adjusted for time per phase Identifies a business Upgrades or need renews Seeks out relationship and differentiates solutions Assesses expertise and evaluates reputation Long-term support relationship with vendor Makes purchase
  10. 10. Lifecycle, as perceived by customer Marketing material Hey, how ya been? White papers Hang on, I’m busy. Case studies Welcome, here are some instructions
  11. 11. Lifecycle, as perceived by organization Marketing material Hey, Divorce how ya been? White papers Infidelity Hang on, I’m busy. Case studies Welcome, here are some instructions
  12. 12. Content is a valuablebusiness asset.
  13. 13. What do you work on? Web communications Web refresh Digital projects strategy Sales & Development support CONTENT and design Social media Engagement Brand Marketing communications campaigns
  14. 14. • HP reports that 90% of products are sold on the basis of content alone• A search for “Sony Braviax” shows “manual” as the top search result
  15. 15. …and here, too
  16. 16. Content deserves to bemanaged well.
  17. 17. - Comprehension  Trust- Perception  Brand- Customer loyalty  Profitability
  18. 18. Customer profitability Customer priceProduct differentiation sensitivityCost impactRelative service Relative Market perceived value attractiveness (ROI)Relative market shareProduct performance Level of serviceCapacity (potential output) ProfitabilityNo. of users/customers CapitalNo. of competitors intensitySwitchability Competitive position (IRR)Entry barriers RelativeOverhead costsVariable cost
  19. 19. BrandSweetspot Efficiency Trust
  20. 20. BrandMuch smallersweet spot Trust The X Factor “Do something cool.” “Let’s be cautious.” “Do it my way.” Efficiency
  21. 21. Content curation:• Tells stories• Recombines content to create new contexts• Promotes comprehension• Makes knowledge out of information
  22. 22. ICING IS NOT CAKE
  23. 23. Content strategy startsbefore the site.
  24. 24. Content starts at search…
  25. 25. May 25, 2011 2 days aftervolcanic eruption
  26. 26. ( = SIM card)( = international roaming)
  27. 27. …into a happy marriage of content and UX
  28. 28. 1 “This Visa interface is great. I can download each statement, by month, for 2 “Vancity is great. I can enter the dates and download a whole year at a 3 “Visa’s monthly download is driving me bananas. Why doesn’t Visa get it together?” the last year.” time, for the last two years – Let’s fix this. in a single transaction.”2:00 PM 2:15 PM 2:16 PM 2:18 PM 201x and beyond
  29. 29. Match needs to achieve the bigger goalOrganizational Consumerexpectations expectationsBusiness benefit Seamless experience• Competitive advantage • Quick to realize use• Customer engagement • Frictionless adoption• Upsell of other products • Meets known needBusiness efficiency User delight• Reduces operational costs • Intuitive experience• Faster time to market • Immediate value• Expansion of scope • Unexpected perks
  30. 30. Content Strategy: Connecting the dots between business, brand, and benefits Thank youRahel Anne Bailie © 2012 Intentional Design Inc.@rahelab www.intentionaldesign.ca

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