nascom.be user based digital content strategy

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This presentation shows the strategy & different steps to a successful implementation of a digital roadmap into your company.

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nascom.be user based digital content strategy

  1. 1. NASCOM.BEUSER BASEDDIGITAL CONTENTSTRATEGYA FRAMEWORK FOR EFFECTIVE CONTENTYVES FERKET - 03/2013
  2. 2. USER BASEDDIGITAL CONTENTSTRATEGYCrea%ng  content  that    •  solves  ques%ons  •  sa%sfies  needs…  •  and  appeal  to  emo%ons    in  every  stage  of  the  user  cycle
  3. 3. USER BASEDDIGITAL CONTENTSTRATEGY“Technically,  content  can  be  anything  that  appears  online  (on  a  on  a  website,  facebook,…)  including  words,  pictures,  video,  sounds,  downloadable  files  (PDF),  buEons,  icons,  logos…”  
  4. 4. USER BASEDDIGITAL CONTENTSTRATEGY"the  prac%ce  of  planning  for  the  iden%fica%on,  crea%on,  delivery,  maintenance  and  measurement  of  useful,  usable  content"
  5. 5. USER BASEDDIGITAL CONTENTSTRATEGYWhy  is  the  content  required  How  is  the  content  produced  For  whom  is  the  content  produced  By  whom  is  the  content  created  With  what  is  the  content  created  When  (and  how  oKen)  is  the  content  created  Where  is  the  content  placed  Did  the  content  perform  Was  the  content  worth  sharing  Was  the  content  found  
  6. 6. Discovery:   Design:   Delivery:   Deploy:   Drive:  What content… Where on our site… For which Brief the correct Use DigitalFor who… Do we place what channels… people to create marketing toDo we have… content… Will which people and put the spread theDo we need to create And what should it create… content online contentBy who contain What content, forfor how many $’s what price… Measure:   and on which Measure which regular basis content is shared, engaging, popular.
  7. 7. CONTENTDISCOVERY
  8. 8. Discovery:   Design:   Delivery:   Deploy:   Drive:  What content… Where on our site… For which Brief the correct Use DigitalFor who… Do we place what channels… people to create marketing toDo we have… content… Will which people and put the spread theDo we need to create And what should it create… content online contentBy who contain What content, forfor how many $’s what price… Measure:   and on which Measure which regular basis content is shared, engaging, popular.
  9. 9. Discovery:   Design:   Delivery:   Deploy:   Drive:  What content… Where on our site… For which Brief the correct Use DigitalFor who… Do we place what channels… people to create marketing toDo we have… content… Will which people and put the spread theDo we need to create And what should it create… content online contentBy who contain What content, forfor how many $’s what price… Measure:   and on which Measure which regular basis content is shared, engaging, popular.
  10. 10. Goals & ObjectivesDiscovery:   Design:   Delivery:   Deploy:   Drive:  What content… Where on our site… For which Brief the correct Use DigitalFor who… Do we place what channels… people to create marketing toDo we have… content… Will which people and put the spread theDo we need to create And what should it create… content online contentBy who contain What content, forfor how many $’s what price… Measure:   and on which Measure which regular basis content is shared, engaging, popular.
  11. 11. Audience: Personas ncy m pete Knowledge r co pute Com Ringo gy / inolo Term gories Cate t duc Pro Existing customer - IT-minded "Quote behind the word mountains, far Profile: Age: 29 years Family: Single from the countries Vokalia" Drivers it y Job: Drummer in a band plicDiscovery:   Design:   Delivery:   Deploy:   Drive:   Sim Far far away, behind the word mountains, far from the countries Vokalia and Consonantia, there live the blind texts. il it y Separated they live in Bookmarksgrove right at the coast of the Semantics, a large language ocean. A small river esib Acc named Duden flows by their place and supplies it with the necessary regelialia. it y abilWhat content… Where on our site… For which Brief the correct It is a paradisematic country, in which roasted parts of sentences fly into your mouth. Even the all-powerful Pointing has no control about the blind texts it is an almost unorthographic life One day however a small line of Use Digital Ava il ice ChoFor who… Do we place what channels… people to create marketing to blind text by the name of Lorem Ipsum decided to leave for the far World of Grammar. The Big Oxmox advised her not to do so, because there were thousands of bad Commas, wild Question MarksDo we have… content… Will which people and put the and devious Semikoli, but the Little Blind Text didn’t listen. She packed her seven versalia, put her initial into the belt and made herself on the way. Goals spread the Goe l 01Do we need to create And what should it create… content online When she reached the first hills of the Italic Mountains, she had a last view back on the skyline of her hometown Bookmarksgrove, the headline of Alphabet Village and the subline of her own road, the Line Lane. Pityful a content Goa l 02 rethoric question ran over her cheek, thenBy who contain What content, for Goa l 03for how many $’s what price… Measure:   l 04 Goe and on which Goals Touchpoints Content Questions Pains Measure which ▪ Far far away, behind the word mountains, far from the regular basis ▪ Far far away, behind the word mountains, far from the ▪ Far far away, behind the word mountains, far from the ▪ Far far away, behind the word mountains, far from the countries Vokalia and Consonantia ▪ Separated they live in Bookmarksgrove right at the coast countries Vokalia and Consonantia ▪ Separated they live in Bookmarksgrove right at the coast countries Vokalia and Consonantia ▪ Separated they live in Bookmarksgrove right at the coast content is shared, countries Vokalia and Consonantia ▪ Separated they live in Bookmarksgrove right at the coast engaging, of the Semantics, a large language ocean of the Semantics, a large language ocean of the Semantics, a large language ocean of the Semantics, a large language ocean ▪ A small river named Duden flows by their place and ▪ A small river named Duden flows by their place and ▪ A small river named Duden flows by their place and ▪ A small river named Duden flows by their place and supplies it with the necessary regelialia supplies it with the necessary regelialia supplies it with the necessary regelialia supplies it with the necessary regelialia ▪ It is a paradisematic country, in which roasted parts of sentences fly into your mouth ▪ Even the all-powerful Pointing has no control about the ▪ It is a paradisematic country, in which roasted parts of sentences fly into your mouth ▪ Even the all-powerful Pointing has no control about the ▪ It is a paradisematic country, in which roasted parts of sentences fly into your mouth ▪ Even the all-powerful Pointing has no control about the popular. ▪ It is a paradisematic country, in which roasted parts of sentences fly into your mouth ▪ Even the all-powerful Pointing has no control about the blind texts it is an almost unorthographic life One day blind texts it is an almost unorthographic life One day blind texts it is an almost unorthographic life One day blind texts it is an almost unorthographic life One day however a small line of blind text by the name of Lorem however a small line of blind text by the name of Lorem however a small line of blind text by the name of Lorem however a small line of blind text by the name of Lorem Ipsum decided to leave for the far World of Grammar Ipsum decided to leave for the far World of Grammar Ipsum decided to leave for the far World of Grammar Ipsum decided to leave for the far World of Grammar ▪ The Big Oxmox advised her not to do so, because there ▪ The Big Oxmox advised her not to do so, because there ▪ The Big Oxmox advised her not to do so, because there ▪ The Big Oxmox advised her not to do so, because there were thousands of bad Commas, wild Question Marks were thousands of bad Commas, wild Question Marks were thousands of bad Commas, wild Question Marks were thousands of bad Commas, wild Question Marks and devious Semikoli, but the Little Blind Text didn’t listen and devious Semikoli, but the Little Blind Text didn’t listen and devious Semikoli, but the Little Blind Text didn’t listen and devious Semikoli, but the Little Blind Text didn’t listen
  12. 12. Discovery:   Design:   Customer Delivery:   Deploy:   Drive:  What content… Where on our site… For which Brief the correct Use DigitalFor who…Do we have… Do we place what content… Content channels… Will which people people to create and put the marketing to spread theDo we need to create And what should it create… content online contentBy who contain Journey What content, forfor how many $’s what price… Measure:   and on which Measure which regular basis content is shared, engaging, popular.
  13. 13. Customer Content Journey Awareness:   Considera%on:   Conversion:   Usage:   Support:   Knowing your Putting your Brand/ Buying your Brand/ Using your Look for Brand/product/ product/service on product/service Brand/product/ support your service exists the shortlist service Brand/ product/ service Awareness Consideration Conversion Usage Support "maybe I need this "Please send me product" spare parts..." "these look "Im going for "Im a happy user of like fine this product product X. You candidates" X by brand Y" should use it to"What Exactly can I do with "Why is X bettter than Y?" buys product X online this?" …shares product X on sees comparison chart of prices "I love Xs features…but Ys facebook & features, decides on product X price"…sees Paul sharing product …reads forums on product …sees product X again on an …is not satisfied and wants
  14. 14. Customer Content Journey Awareness:   Considera%on:   Conversion:   Usage:   Support:   Knowing your Putting your Brand/ Buying your Brand/ Using your Look for Brand/product/ product/service on product/service Brand/product/ support your service exists the shortlist service Brand/ product/ service Awareness Consideration Conversion Usage Support "maybe I need this "Please send me product" spare parts..." "these look "Im going for "Im a happy user of like fine this product product X. You candidates" X by brand Y" should use it to"What Exactly can I do with "Why is X bettter than Y?" buys product X online this?" …shares product X on sees comparison chart of prices "I love Xs features…but Ys facebook & features, decides on product X price"…sees Paul sharing product …reads forums on product …sees product X again on an …is not satisfied and wants
  15. 15. Stages Awareness Consideration Conversion Usage Support "maybe I need this "Please send me product" spare parts..." "these look "Im going for "Im a happy user of like fine this product product X. You candidates" X by brand Y" should use it to"Personas content questions:"whats in it for me?" "What Exactly can I do with "Why is X bettter than Y?" buys product X online John this?" Paul …shares product X on sees comparison chart of prices "I love Xs features…but Ys facebook & features, decides on product X price" Ringo …sees Paul sharing product …reads forums on product …sees product X again on an …is not satisfied and wants X and clicks on it X, finds it an interesting ad, clicks and buys to return product X product George "Im looking for a product "Does product X also has Sees product X reviews, Posts a video off him using Orders spare parts online that will do task A" that feature I saw on product decides and looks up a product X after 2 years of usage Y?" dealer on their site > Product VisualsContent Model > Features & Benefits list or Matrix. FAQ >Testimonials > Special offers > Product usage video > FAQ & Manuals > Facebook Campaign > Google Remarketing campaign > SEO > SEA
  16. 16. Content AnalysisDiscovery:   Design:   Content Delivery:   Content Deploy:   Content Gap Drive:   ContentWhat content… Where on our site… For which Brief the correct Use Digital Inventory Ideation Analysis Keywords toFor who… Do we place what channels… people to create marketingDo we have… content… Will which people and put the spread theDo we need to create And what should it create… content online contentBy who contain What content, forfor how many $’s what price… Measure:   and on which Measure which regular basis content is shared, engaging, popular.
  17. 17. Content Analysis Content Content Content Gap Content Inventory Ideation Analysis KeywordsDiscovery:   Design:   Delivery:   Deploy:   Drive:  What content… Where on our site… For which Brief the correct Use DigitalFor who… Do we place what channels… people to create marketing toDo we have… content… Will which people and put the spread theDo we need to create And what should it create… content online contentBy who contain What content, forfor how many $’s what price… Measure:   and on which Measure which regular basis content is shared, engaging, popular.
  18. 18. Content Analysis Content Content Content Gap Content Inventory Ideation Analysis KeywordsDiscovery:   Design:   Delivery:   Deploy:   Drive:  What content… Where on our site… For which Brief the correct Use DigitalFor who… Do we place what channels… people to create marketing toDo we have… content… Will which people and put the spread theDo we need to create And what should it create… content online contentBy who contain What content, forfor how many $’s what price… Measure:   and on which Measure which regular basis content is shared, engaging, popular.
  19. 19. SOURCE: HTTP://BLOG.ELOQUA.COM/THE-CONTENT-GRID-V2/ Content Analysis Content Content Content Gap Content Inventory Ideation Analysis KeywordsDiscovery:   Design:   Delivery:   Deploy:   Drive:  What content… Where on our site… For which Brief the correct Use DigitalFor who… Do we place what channels… people to create marketing toDo we have… content… Will which people and put the spread theDo we need to create And what should it create… content online contentBy who contain What content, forfor how many $’s what price… Measure:   and on which Measure which regular basis content is shared, engaging, popular.
  20. 20. Content Analysis Content Content Content Gap Content Inventory Ideation Analysis Keywords Low CompetitionDiscovery:   Design:   Delivery:   Deploy:   Weak sites/pages in top Drive:  What content… Where on our site… For which 10 Brief the correct Use DigitalFor who… Do we place what channels… people to create marketing toDo we have… content… Will which people and put the spread theDo we need to create And what should it create… content online contentBy who contain High Volume What content, for High Value many searches/ what price… large % of visitorsfor how many $’s month Measure:   and on which convert which Measure regular basis Ideal content is shared, Keyword! engaging, popular.
  21. 21. Content Analysis Content Content Content Gap Content Inventory Ideation Analysis Keywords Low CompetitionDiscovery:   Design:   Delivery:   Deploy:   Weak sites/pages in top Drive:  What content… Where on our site… For which 10 Brief the correct Use DigitalFor who… Do we place what channels… people to create marketing toDo we have… content… Will which people and put the spread theDo we need to create And what should it create… content online contentBy who contain High Volume What content, for High Value many searches/ what price… large % of visitorsfor how many $’s month Measure:   and on which convert which Measure regular basis Ideal content is shared, Keyword! engaging, popular.
  22. 22. Content Content Budget TeamDiscovery:   Design:   Delivery:   Deploy:   Drive:  What content… Where on our site… For which Brief the correct Use DigitalFor who… Do we place what channels… people to create marketing toDo we have… content… Will which people and put the spread theDo we need to create And what should it create… content online contentBy who contain What content, forfor how many $’s what price… Measure:   and on which Measure which regular basis content is shared, engaging, popular.
  23. 23. Content Content Budget TeamDiscovery:   Design:   Delivery:   Deploy:   Drive:  What content… Where on our site… For which Brief the correct Use DigitalFor who… Do we place what channels… people to create marketing toDo we have… content… Will which people and put the spread theDo we need to create Who  is  tcreate… And what should it he  editor-­‐in-­‐chief?   online content contentBy who contain Who  creates  the  content?   What content, forfor how many $’s Always  twhaton which of  the  context?   ake  price… account   Measure:   and Do  you  have  in-­‐house  wri<ng  or  video  talent?   iswhich regular basis Measure content shared, Don’t  forget  external  content.     engaging, popular. Connect  with  influen<al  people  within  your  category    
  24. 24. Content Content Budget TeamDiscovery:   Design:   Delivery:   Deploy:   Drive:  What content… Where on our site… For which Brief the correct Use DigitalFor who… Do we place what channels… people to create marketing toDo we have… content… Will which people and put the spread theDo we need to create And what should it create… content online contentBy who contain What content, forfor how many $’s what price… Measure:   and on which Measure which regular basis content is shared, engaging, popular. IMAGE SOURCE: HTTP://WWW.GLOBAL-INTEGRATION.COM/
  25. 25. CONTENT DESIGN
  26. 26. Discovery:   Design:   Delivery:   Deploy:   Drive:  What content… Where on our site… For which Brief the correct Use DigitalFor who… Do we place what channels… people to create marketing toDo we have… content… Will which people and put the spread theDo we need to create And what should it create… content online contentBy who contain What content, forfor how many $’s what price… Measure:   and on which Measure which regular basis content is shared, engaging, popular.
  27. 27. Map content Content on Site Templates Meta Info Goal 1 Goal 2 Goal 3 Goal 4 Goal 5 Goal Match Persona Match PurposeDesign:   Delivery:   Tone of Voice Deploy:   Drive:  Where on our site… For which Team Member Brief the correct Use DigitalDo we place what channels… people to create marketing tocontent… Will which people and put the spread theAnd what should it create… content online contentcontain What content, for what price… Measure:   and on which Measure which regular basis content is shared, engaging, popular.
  28. 28. Map content on SiteDesign:   Delivery:   Deploy:   Drive:  Where on our site… For which Brief the correct Use DigitalDo we place what channels… people to create marketing tocontent… Will which people and put the spread theAnd what should it create… content online contentcontain What content, for what price… Measure:   and on which Measure which regular basis content is shared, engaging, popular.
  29. 29. Content TemplatesDesign:   Delivery:   Deploy:   Drive:  Where on our site… For which Brief the correct Use DigitalDo we place what channels… people to create marketing tocontent… Will which people and put the spread theAnd what should it create… content online contentcontain What content, for what price… Measure:   and on which Measure which regular basis content is shared, engaging, popular. TOOL: HTTP://GATHERCONTENT.COM/
  30. 30. Content TemplatesDesign:   Delivery:   Deploy:   Drive:  Where on our site… For which Brief the correct Use DigitalDo we place what channels… people to create marketing tocontent… Will which people and put the spread theAnd what should it create… content online contentcontain What content, for what price… Measure:   and on which Measure which regular basis content is shared, engaging, popular.
  31. 31. Content TemplatesDesign:   Delivery:   Deploy:   Drive:  Where on our site… For which Brief the correct Use DigitalDo we place what channels… people to create marketing tocontent… Will which people and put the spread theAnd what should it create… content online contentcontain What content, for what price… Measure:   and on which Measure which regular basis content is shared, engaging, popular.
  32. 32. Content TemplatesDesign:   Delivery:   Deploy:   Drive:  Where on our site… For which Brief the correct Use DigitalDo we place what channels… people to create marketing tocontent… Will which people and put the spread theAnd what should it create… content online contentcontain What content, for what price… Measure:   and on which Measure which regular basis content is shared, engaging, popular.
  33. 33. DELIVER CONTENT
  34. 34. Discovery:   Design:   Delivery:   Deploy:   Drive:  What content… Where on our site… For which Brief the correct Use DigitalFor who… Do we place what channels… people to create marketing toDo we have… content… Will which people and put the spread theDo we need to create And what should it create… content online contentBy who contain What content, forfor how many $’s what price… Measure:   and on which Measure which regular basis content is shared, engaging, popular.
  35. 35. Channel Inventory Content resources PlanDelivery:   Delivery:   Budget Content People Deploy:   Drive:  For which For which Brief the correct Use Digitalchannels… channels… people to create marketing toWill which people Will which people and put the spread thecreate… create… content online contentWhat content, for What content, for Contentwhat price… what price… Calendar Measure:  and on which and on which Measure whichregular basis regular basis5 6 7 1 2 3 4 content is shared, engaging, popular.
  36. 36. Channel InventoryDelivery:   Delivery:   Deploy:   Drive:  For which For which Brief the correct Use Digitalchannels… channels… people to create marketing toWill which people Will which people and put the spread thecreate… create… content online contentWhat content, for What content, forwhat price… what price… Measure:  and on which and on which Measure whichregular basis regular basis content is shared, engaging, popular.
  37. 37. Content Calendar 1 2 3 4 5 6 7Delivery:   Delivery:   Deploy:   Drive:  For which For which Brief the correct Use Digitalchannels… channels… people to create marketing toWill which people Will which people and put the spread thecreate… create… content online contentWhat content, for What content, forwhat price… what price… Measure:  and on which and on which Measure whichregular basis regular basis content is shared, engaging, popular.
  38. 38. DEPLOY CONTENT
  39. 39. Discovery:   Design:   Delivery:   Deploy:   Drive:  What content… Where on our site… For which Brief the correct Use DigitalFor who… Do we place what channels… people to create marketing toDo we have… content… Will which people and put the spread theDo we need to create And what should it create… content online contentBy who contain What content, forfor how many $’s what price… Measure:   and on which Measure which regular basis content is shared, engaging, popular.
  40. 40. Content Briefing who what when Store ContentDeploy:   Drive:  Brief the correct Use Digitalpeople to create marketing toand put the spread thecontent online content CMS/DAM DB with API Measure:   Measure which content is shared, engaging, Version/ popular. Localize
  41. 41. Content BriefingDeploy:   Drive:  Brief the correct Use Digitalpeople to create marketing toand put the spread thecontent online who what when content Measure:   Measure which content is shared, engaging, popular.
  42. 42. Store ContentDeploy:   Drive:  Brief the correct Use Digitalpeople to create marketing toand put the spread thecontent online content CMS/DAM DB with API Measure:   Measure which content is shared, engaging, popular.
  43. 43. Version/ LocalizeDeploy:   Drive:  Brief the correct Use Digitalpeople to create marketing toand put the spread thecontent online content Measure:   Measure which content is shared, engaging, popular.
  44. 44. DRIVE & MEASURE
  45. 45. Discovery:   Design:   Delivery:   Deploy:   Drive:  What content… Where on our site… For which Brief the correct Use DigitalFor who… Do we place what channels… people to create marketing toDo we have… content… Will which people and put the spread theDo we need to create And what should it create… content online contentBy who contain What content, forfor how many $’s what price… Measure:   and on which Measure which regular basis content is shared, engaging, popular.
  46. 46. Digital Marketing of Content Partners Search Ads Social E-mail Content Nascom Digital Marketing WheelDrive:  Use Digitalmarketing tospread thecontent MeasureMeasure:  Measure whichcontent is shared,engaging, Google Facebook Socialpopular. Analytics Insights stats
  47. 47. Digital Marketing of Content Partners SearchDrive:  Use Digitalmarketing to Adsspread thecontentMeasure:   SocialMeasure which E-mailcontent is shared,engaging, Contentpopular. Nascom Digital Marketing Wheel
  48. 48. Search SEARCH PARTNER Others SEO (organic) SEA Influencers (paid)ONLINE ADS non targeted Monitor Ads line of CSI: Continuous Site Improvement Goal 01 SOCIAL MEDIA Targeted Talk Ads Goal 03 Goal 02 Own lists Engage own content network 3th party Educate lists EMAIL Entertain Convince Inspire CONTENT MARKETING BASED ON SMART INSIGHTS DIGITAL MARKETING PLAN
  49. 49. CUSTOMER LIFECYCLE Awareness   Consider   Purchase   Use   Support  TOUCH POINTS SEO SEO Content Social Media Social Media SEA Social marketing Content Content Influencers Newsletters Online Ads Social Media
  50. 50. MeasureDrive:  Use Digitalmarketing tospread thecontent Google Facebook SocialMeasure:   Analytics Insights statsMeasure whichcontent is shared,engaging,popular.
  51. 51. Drive:  Use Digitalmarketing tospread thecontentMeasure:  Measure whichcontent is shared,engaging,popular.
  52. 52. PRAYER BECOMES THE TECHNIQUE OF CHOICE WITH NO CLEAR METRICShGp://www.flickr.com/photos/dlsimages/4253991151/   6
  53. 53. Delivery Deploy Drive Traffic & Measure Channel Content Briefing Digital Inventory Marketing of Content who what when Partners Search Ads Social E-mail Content resources Content Plan Nascom Digital Store Marketing Wheel Content Budget Content People CMS/DAM DB with API Measure Content Calendar 1 2 3 4 5 6 7 Version/ Google Facebook Social Localize Analytics Insights stats Measurement feedback loop CONTENT FEEDBACK LOOP!
  54. 54. WE GO FOR THEBEST DIGITALPLATFORMPOSSIBLE , BUT…
  55. 55. YOUR NEW SITE…is like a little newborn baby, ready to grow…ifgiven the correct treatment
  56. 56. NASCOM’S CONTINUOUS SITEIMPROVEMENT SERVICESAnalytics Test   Digital Marketing•  Configuration •  Digital marketing•  Optimizing wheel framework•  Advice •  Search•  BI Dashboards •  Social Media •  ContentTesting•  A/B testing CSI •  Email •  Ads•  User Experience •  Partners testing improve   •  Strategic Advice Measure  •  Product/Copy/visual •  Execution testing
  57. 57. THX! NASCOM C-MINE 1 BUS 13 EVENCE COPPÉELAAN 91 3600 GENK BELGIUM PHONE: +32 89 20 15 00 FAX: +32 89 20 15 01 INFO@NASCOM.BE  

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