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Content & 
Omnichannel Reality 
AZZARD 
CONSULTING 
Content Strategy Applied USA 2014 November 17, 2014
Some Introductions 
Rebecca Schneider 
o President, Azzard Consulting 
• Content Strategy Services & Staffing Firm 
o 19 Y...
My Topics for Today . . . 
Content Strategy Approach & Omni 
o 10,000 Foot Overview 
o Content Prioritization 
Content Pro...
Content Strategy 
Approach & Omni
CS Approach - Overview 
Where do you start? 
o Define overall marketing strategy (largely channel independent) 
• Describe...
Content Priorities 
How do you prioritize? 
To give everything a high priority is to give it no priority at all. 
o Rememb...
Content Priorities (cont.) 
o Prioritize Your Channels 
• What channels do your customers use? 
• Some channels may be tig...
Content Production
Value Proposition for Content 
Why should the customer engage? 
Customer 
o Who needs to know it and for what purpose? 
o ...
Cross-Team Planning 
How will you create/manage content on a day-to-day basis? 
o How will content and content production ...
Internal & External Providers 
Who will create and maintain content? 
o Conduct evaluation of your current content (keep/k...
Content Production Systems 
What systems will be used to maintain content? 
o Do these systems already exist? 
o Can these...
Taxonomy & Tagging 
How will taxonomy and tagging be used to support the omni-channel 
experience? 
o Do taxonomies alread...
Social & SEO
Content & SEO 
How do you help people find out about your goods/services? 
If you want to rank higher in Google you need t...
Content & Social 
How can you leverage social channels? 
o Prioritize specific social channels 
o Robust content needs to ...
Strategies for Success
Metrics 
How do you know if you’ve been successful? 
o Channel interactions: is the journey effective? 
• Trending content...
Metrics by Platform 
o Smartphones 
• Orientation changes 
• Use of social media 
• Acceptance of location awareness promp...
Keep in mind . . . 
o Your customers and their context 
o Small successes are the foundation for arriving at long-term goa...
Thank You!
Contact Information 
o Email: rschneider@azzardconsulting.com 
o Web: www.azzardconsulting.com 
o Twitter: @azzardconsult ...
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Content & Omnichannel Reality

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Presented as part of the panel discussion: The OmniChannel Challenge at the 2014 Content Strategy Applied: USA conferences. Co-presenters: Kevin Nichols (SapientNitro), Miguel Lunaparra (Sony Corporation of America).

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Content & Omnichannel Reality

  1. 1. Content & Omnichannel Reality AZZARD CONSULTING Content Strategy Applied USA 2014 November 17, 2014
  2. 2. Some Introductions Rebecca Schneider o President, Azzard Consulting • Content Strategy Services & Staffing Firm o 19 Years experience in Information Management o Industries: Retail, Auto Manufacturing, Financial Services, Telecommunications, Luxury Goods o Twitter: #azzardconsult AZZARD CONSULTING
  3. 3. My Topics for Today . . . Content Strategy Approach & Omni o 10,000 Foot Overview o Content Prioritization Content Production o Value Proposition for Content o Cross-Team Planning o Internal & External (buy vs. build) o Content Production Systems o Taxonomy & Tagging Social & SEO Strategies for Success o Metrics o Keep in mind . . . AZZARD CONSULTING
  4. 4. Content Strategy Approach & Omni
  5. 5. CS Approach - Overview Where do you start? o Define overall marketing strategy (largely channel independent) • Describe your customer • Define your business goals • Create personas (or similar mechanism) • Describe the customer journey and what channels will resonate o Planning • What are your content priorities? Channel priorities? • Who needs to be involved? • Externally (e.g. agencies, content creators) • Internally (e.g. business units, IT) • Who needs to buy in? What are the political ramifications? • What else is going on? (IT initiatives, budget cycles, marketing campaigns) • Is this effort dove-tailing with a website redesign or CMS implementation? • What is a realistic high-level timeline for rollout (staggered is best)? • How will you measure results (positive or negative) AZZARD CONSULTING
  6. 6. Content Priorities How do you prioritize? To give everything a high priority is to give it no priority at all. o Remember the Customer • Who they are • How they shop • How they consume information o Single View of Customer • Customer purchase data • Customer-entered profile • 3rd party data (e.g. household information) o Different approaches may be necessary for different types of customers • Affects planning and prioritization • May require different kinds of resources AZZARD CONSULTING
  7. 7. Content Priorities (cont.) o Prioritize Your Channels • What channels do your customers use? • Some channels may be tightly bound (e.g. store and desktop web – pickup ) o Small Successes • Small successes can yield broad returns • The Big Bang approach can be difficult • Focus on the key Channels and bring additional channels later. • Even reducing the number of times a call center has to ask for identification number (or other) would be a bonus • Integration with systems and collaboration with IT will be important • What sounds great in theory, may not work in real life o Define Metrics and Benchmarks • Data can assist in future planning AZZARD CONSULTING
  8. 8. Content Production
  9. 9. Value Proposition for Content Why should the customer engage? Customer o Who needs to know it and for what purpose? o What do they value the most? Context o What is the customer context? • What is the primary entry into the omni-channel experience? • What content needs to exists in all channels? o What is the company or organization offering? • Why would a customer purchase or consume goods/services? o How can customer find, understand and navigate these offerings throughout the customer journey? Assessment o Are there alternatives elsewhere? o What evidence is available to validate the value proposition? AZZARD CONSULTING
  10. 10. Cross-Team Planning How will you create/manage content on a day-to-day basis? o How will content and content production be managed and governed? • Roles and responsibilities • Charting content across channels; Content triggers o Who will be involved? • Content creators • Stakeholders (business units, IT, etc.) o Will you engage external content providers? o What is your content production calendar (beyond campaigns)? o What are the measures of success that can be used for each channel? AZZARD CONSULTING
  11. 11. Internal & External Providers Who will create and maintain content? o Conduct evaluation of your current content (keep/kill/edit) • Content inventories and audits • Gap analysis o Evaluate future content needs against resources. o External providers may be an option if: • Internal resources cannot be expanded • Subject matter expertise is not readily available in-house Stale content will undermine the omni-channel experience. AZZARD CONSULTING
  12. 12. Content Production Systems What systems will be used to maintain content? o Do these systems already exist? o Can these systems talk to one another (either directly or through a bridging mechanism)? o Do these systems use the same language (taxonomy)? • Business Address • Address of Business Customer • Work Address of Customer o How will the triggers and/or customer data be communicated from one system to another? • Point of Sale > CRM > Web Profile AZZARD CONSULTING
  13. 13. Taxonomy & Tagging How will taxonomy and tagging be used to support the omni-channel experience? o Do taxonomies already exist? o Are taxonomies governed across the organization? o Is terminology and tagging consistent across systems? o Is tagging leveraged for cross-sell and upsell? o How is tagging used for analytics and terminology used to inform SEO and Social (e.g. microformats and associated descriptive tags)? AZZARD CONSULTING
  14. 14. Social & SEO
  15. 15. Content & SEO How do you help people find out about your goods/services? If you want to rank higher in Google you need to have good unique content and plenty of it. AZZARD CONSULTING Matt Cutts, Google April 16, 2014 o Good Content = Good SEO o Focus on original content o Be cautious of over-optimization (don’t try so hard) o Optimize for external and internal search o Seek out opportunities to support omni channel, including social
  16. 16. Content & Social How can you leverage social channels? o Prioritize specific social channels o Robust content needs to support social triggers. • Myriad of content types (video, imagery, text, etc.) o Consider how taxonomy can support social • Color Terms in Rich Pins (Pinterest) o Social needs to be part of content planning (beyond campaigns) and content production o Use social listening to help identify communities and content ideas o Focus on social outlets that resonate with your customers. AZZARD CONSULTING
  17. 17. Strategies for Success
  18. 18. Metrics How do you know if you’ve been successful? o Channel interactions: is the journey effective? • Trending content • Conversion rates post-content interaction. o User satisfaction: is the customer satisfied with the Omni experience? • Sharing on social • Downloaded content • Survey data • Bounce & exit rates AZZARD CONSULTING
  19. 19. Metrics by Platform o Smartphones • Orientation changes • Use of social media • Acceptance of location awareness prompts • Location of use (in-store?) o Tablet • Use of specialized app vs. website • Conversion rates • What is sold in an app vs. website (mobile or other) o Cross Platform • Use of content between platforms • Switching from mobile to desktop to app experience • Commodity content – preferred method of ingestion AZZARD CONSULTING
  20. 20. Keep in mind . . . o Your customers and their context o Small successes are the foundation for arriving at long-term goals o Do not underestimate technical implications of strategic decisions o Organizational acceptance of omni-channel can be difficult due to company incentive structure; redefinition of revenue attribution may be required o Measure and (re) Measure • Course correct based on metrics analysis o Plan, Plan, Plan • And execute! AZZARD CONSULTING
  21. 21. Thank You!
  22. 22. Contact Information o Email: rschneider@azzardconsulting.com o Web: www.azzardconsulting.com o Twitter: @azzardconsult AZZARD CONSULTING

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