By Denise Kuschewski – TNT When a brand wants to expand its market reach and scale confidence across channels, languages and cultures, automation becomes a vital component of content production. Investing in tools is important to automation, but a more solid bet to maximize investment is on the trifecta of people, process and technology. This is what we set out to achieve through our own journey at TNT towards a content center of excellence. Something we refer to as “the content factory”. An investment that treats content as a business asset, not an afterthought. One that has allowed us to generate more content, more quickly, and more consistently. By adding centralized control over the content production process, from ideation to localization, we’ve made our production process scalable. This means it doesn’t really matter anymore if we’re producing content in four or forty languages.

1. BUILDING
CUSTOMER CONFIDENCE

2. Denise Kuschewski
Head of Digital Content | TNT
denise.kuschewski@tnt.com

3. Building Customer Confidence
A main component of customer experience is content and people expect a personalized, culturally fit, cross-channel content experience in their own language.
Internal knowledge can be transformed into relevant, contextual, storytelling opportuni@es. Good content should make shipping easy, answer ques@ons,
provide value and build confidence there won’t be a delay, damage or surprise surcharge in the end.
Building The Fundamentals
Leveraging content as a business asset means ensuring consistency, quality and velocity. A prerequisite to personaliza@on is a scalable well-oiled content
produc@on machine. A closed-loop process from idea@on, to transla@on, to localiza@on, to rollout means you can influence and op@mize all of the moving
parts. Building confidence and a cohesive experience is impossible without consistency. Enforce consistency in the English copy so issues aren’t mul@plied
downstream.
Building The Team
Like Henry Ford’s assembly line, bet on the trifecta of people + process (enabled by technology). The produc@on manager makes transparent all of the
moving parts in the Content Factory and ensures content work is routed efficiently to the right worksta@on. The copywriter is the guardian of consistency,
tone of voice and ul@mately how we speak to our prospects and customers in a way that builds their confidence.
Building The Culture
Organizing around specific phases and moments in the customer journey enables the collec@on of user insights around customer pain points. Prospects
and customers are looking for chunks of informa@on that can be bundled up to provide answers to concrete ques@ons. Content should be built as a
collec@on of content units that can serve as freestanding solu@ons to specific pain points; like content snacks ready to travel into any channel.
Building The Future
Every @me a piece of content is reused its value increase, and its crea@on cost decreases. Hand craTing content for a par@cular channel is not scalable.
Stop thinking of webpages as units of content but rather content snacks or atoms that can be reused/recombined to form new molecules, new meanings,
new personalized solu@ons for prospects and customers. As they jump channels and screens find the most efficient way to solve their pain points,
regardless of channel. Create content already ready for any channel. Break free of imagining a single context where content needs to live.

8. A
B

9. OFFLINE

10. ONLINE

11. Build confidence

12. Make It
Easy
• Simple word choice
• 8th grade readability level
• Highest success rate

13. Content is everywhere

14. “Delight without consistency is like the fun,
but like a wholly unreliable friend whose
inconsistency eventually wears out their
charms.”

16. Content landscape
w. www. www. www. www. www. www. w
w. www. www. www. www. www. www. w
w. www. www. www. www. www. www. w

17. Accountability
Measurement
Content =
Business asset

18. It’s all about us…
when it should be about you

19. ?

20. Content
Creation Formula
• Gather facts
• Fresh set of eyes
• Storytelling opportunities

21. `
Your box is ready for retirement.
There comes a time in every box’s life
when it deserves a restful retirement.
Used boxes lose their strength over
time and can cause damage to your
goods, no matter how carefully you
pack them. If it looks like it belongs in
the recycling bin, it probably does.

24. ILLUSTRATION VOCABULARY

26. BUILDING
THE FUNDAMENTALS

27. “In-house”
Content Factory
• Content = business asset
• Gain control
• Consistency, quality, velocity

29. Market A
Market B
Market C
Content Factory
IN-HOUSE “AGENCY”
Market A
Market B
Market C
Agency 1
Agency 2
Agency 3
Agency 1
Agency 2
Agency 3
Agency 1
Agency 2
Agency 3
OUTSIDE AGENCIES

30. countries
120
40
master languages
country-specific
language variations
100
Content at Scale

31. How to ship a pallet
el palé (m)
el pallet (m)
la paleta (f)
enviar
emitir
despachar

32. Master Terminology List

33. TERM PART OF SPEECH DEFINITION/CONTEXT DO NOT USE
account noun Register for a myTNT account registration
barcode noun Make sure that the barcode is fully flat. bar code, bar-code
billing address noun phrase Add a different billing address. invoice address
book verb Book a shipment order, request
booking noun Thank you for your booking. reservation
business day noun phrase Next business day day, work day
choice noun Please select from the following choices: option
city noun Label for an address field town, locality
collection noun Collection address pickup
commercial invoice noun phrase How to fill out a commercial invoice… Commercial Invoice, customs invoice
consignment note noun phrase Document generated by NBT Consignment Note
contact name noun phrase Please provide a contact name… contact person
dangerous goods noun phrase Dangerous goods are articles or substances which pose a risk… Dangerous Goods, hazardous material
details noun Address details, contact details data
dimensions noun Final prices are determined based on actual weight and
dimensions…
size
email noun e-mail, Email, E-mail
freight noun cargo
package (us) noun Send a package parcel
parcel (uk) noun Send a parcel package
payment on invoice noun phrase Payment on invoice lets you pay after shipping, on receipt of an
invoice.
payment by invoice, Payment on
Invoice
payment online noun phrase Payment online lets you use a credit card for payment. online payment, Payment Online
Master Terminology List

34. BUILDING
THE TEAM

39. Guardians of
Consistency

40. BUILDING
THE MACHINE

41. FEEDBACK
TRANSLATOR REVIEWER
TRANSLATE

42. Preparing parcels

43. "TRACK"
verb or noun?

46. CORE WEBSITE
TNT.COM

47. ENGLISH
AN
FRENCH
DUTCH
RUSSIAN
SPANISH
ITALIAN
PORTUGUESE
CORE WEBSITE

48. Delivery by 13.00 - 19.00

49. BUILDING
THE CULTURE

50. Product
Development
Digital
Content
Digital
Marketing

51. Product
Development
Cross
Functional

52. PHASE
MOMENTS

53. 37 59 5
7
1
5

55. Learnings

56. Knowledge Hub

57. SOLUTION
Outside in
PAIN POINT
USP
USP
USP
Inside out
SERVICE SOLUTION

58. Content Snack
SOLUTION

59. BUILDING
THE FUTURE

60. CONTENT
SNACKS
PAIN POINT PAIN POINT PAIN POINTPAIN POINT PAIN POINT PAIN POINT
SOLUTION SOLUTION SOLUTION
OUTSIDE IN

61. CONTENT
SNACKS
PAIN POINT PAIN POINT PAIN POINTPAIN POINT PAIN POINT PAIN POINT
OUTSIDE IN

62. CONTENT
SNACKS REUSE ACROSS ANY CHANNEL

64. Thank you!
Questions…reach out anytime
Denise.Kuschewski@TNT.com