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The Next Generation of Content Strategy: Omnichannel, Performance-Driven Content, Content Marketing by Kevin Nichols

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Build a global content strategy that includes omnichannel, performance-driven content, content marketing and governance.

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The Next Generation of Content Strategy: Omnichannel, Performance-Driven Content, Content Marketing by Kevin Nichols

  1. 1. Building a Global Content Strategy: The next generation of thinking
  2. 2. 2 Agenda 1. Introduction 2. Some definitions 3. Rules of engagement (why you are here) 4. Get to know Omnichannel: your new BFF 5. See performance-driven content as new normal 6. Leverage syndicated, social, curated, & content marketing 7. Understand your entire content ecosystem 8. Govern globally and contextually
  3. 3. Part 1: Introduction
  4. 4. 4 Kevin P Nichols • Director, Global Practice Lead, Content Strategy, SapientNitro • Coauthor: UX For Dummies; Author: Enterprise Content Strategy: A Project Guide (Nov 2014) • 19 Years experience in the Digital and Interactive Industry; 15 years specific to Content • Experience with dozens of Fortune 100 brands
  5. 5. 5 Sapient - Working With The Most Recognized Brands
  6. 6. Part 2: Some definitions
  7. 7. 7 Content is Any information that is recorded.
  8. 8. email social 8 podcasts pamphlets brochures .avi DVDs .swf .jpg .pdf data .png .wav .mov CDs books user guides HTML press releases .aspx E-commerce .gif kiosks Tweets Packaging syndicated Content is experience
  9. 9. 9 Content is critical to business It’s the ‘life-force’ of a brand AND to the consumer: all content IS brand content. Consumer Trust with Brand Product or Content Service
  10. 10. 10 Content strategy “Content Strategy is the systematic, thoughtful approach to surfacing the most relevant, effective, and appropriate content at the most opportune time, to the appropriate user, for the purpose of achieving a company’s strategic business objectives.” – Kevin Nichols and Anne Casson
  11. 11. 11 Content strategy framework • Use closed-loop logic in content lifecycles to deliver relevant, meaningful and contextual content • Create, manage and publish content to consumers, effectively its performance, and then optimize accordingly • Evaluate each step in lifecycle; measure at least semi annually • Leverage editorial calendars and governance to keep content relevant and on-time • Develop a meaningful platform that is extensible and scalable for the future.
  12. 12. 12 Content strategy phases and deliverables Discover Assessing & Auditing • Content Brief • Content Assessment • Content Inventory • Content Audit • Competitive Assessment Define Design Implement Business Planning & Resources • Staffing Recommendations for Content Production and Management Requirements • Content Metrics & SEO Recommendations • Content Requirements Strategic Recommendations • Content Strategy Framework • Conceptual Content Model Editorial • Editorial Strategy (voice, tone, strategic intent of content) Content Production / Migration • Content Matrix • Content Migration Plan • Content Production Plan • Translation and Localization Strategy • CMS Authoring Guide Business Planning & Resources • Governance Model • Business Org Structure / Staffing Plan Content Model and Workflow • Content Types Definition • Recommendation for Content Design (including template-level strategic recommendations) • CMS Content Model • Content Matrix • Content Lifecycle Definition Taxonomy & Metatagging • Taxonomy • Metadata and Tagging Strategy • Taxonomy Governance Recommendations Editorial • Editorial Calendar • Editorial Style Guide • Editorial Workflow • Voice and Tone Guidelines • Copy Deck
  13. 13. Part 3: Rules of engagement: the next generation of content strategy
  14. 14. 14 Rules of Engagement (OR What you will learn today) 1. Get to know Omnichannel: it’s your new, best friend 2. View performance-driven content and experiences as the new normal 3. Know where syndicated, social, curated, and content marketing fit in 4. Understand the entire content ecosystem internally and externally; build operational models to support it 5. Govern globally with rule-driven and structured content (Global, Local, Contextual)
  15. 15. Part 4: Get to know Omni: your new best friend
  16. 16. 16 The rules 1. Understand Omnichannel; Omni does not equal multiple channels; it starts with consumer 2. Design content for Omni; rethink your approach to content and your internal publishing operations 3. Build a strategic roadmap with short, mid, long term goals; don’t boil the ocean 4. Optimize content across channels to create a seamless consumer journey and experience
  17. 17. 17 Get to know Omnichannel Omnichannel provides optimized content at every point a consumer interacts with brand: • Views the user singularly (aka single view of customer) • Fashions content experience around user • Follows non-linear, end-to-end user journey (user may bounce from one channel to the next, go backwards in journey). • Sees journey as evolution with no definitive end and sometimes no beginning. • Captures the entire end-to-end customer experience. The graphic comes from my book, where it is explained in detail: Enterprise Content Strategy: A Project Guide (November 2014).
  18. 18. 18 Design content for Omni Requires a rethinking of content, internal opps and systems • Use an incremental roadmap to rollout strategy • Integrate information across all channels: • Inventory of products • User profile / info on user • Analytics capture • Structure content so that it can publish to multiple channels The graphic comes from my book, where it is explained in detail: Enterprise Content Strategy: A Project Guide (November 2014).
  19. 19. Roadmap example – (Crawl, Walk, Run) Launch 12 – 24 months post-launch 24 – 36 months post-launch Launch Evolve Enrich 1. Full integration of content in all channels. 2. Continue to create immersive content around personalization, social and intelligent content features 3. Leverage new or emerging technologies and techniques 1. Identify channels, user targets, analytics and social focus areas 2. Establish which areas of content are necessary to support each of the above and create lifecycles to support each 3. Ensure taxonomy and controlled vocabularies are accounted for and supported to enable experience 4. Define governance structure necessary to support each area above 5. Ensure proper metrics to track user interaction and behavior to it can be examined for future optimization 1. Test existing content running ongoing metrics and audits to see how users are interacting with the experience; leverage social listening 2. Test assumed customer journeys across channels to ensure accuracy and optimize content performance 3. Roll-out enhanced optimization per channel 4. Implement necessary technology and platforms necessary to support the focus areas
  20. 20. 20 Look at content across channels Retailers • Integrate content across supply chain— product inventory in all channels • Incentivize and reward sales across the business, in addition to lines of business or singular channels (all channels lead to sales) • Optimize in-store personalization but also incorporate into ‘offline’ content – direct mail, product packaging. • Use packaging, product end-caps, etc. to drive social engagement (E.g., share a recipe, tweet about the product, etc.) Image source: http://commons.wikimedia.org/wiki/File:I_Luv_Video's_massive_inventory.jpg
  21. 21. 21 Look at content across channels Image source: Author, calflier001 http://commons.wikimedia.org/wiki/File:BBC_TV_AND_RADIO_OUTSIDE_BROADCAS T_VECHICLE_AT_LIVERPOOL_PIER_HEAD_MAY_2013_%288817632368%29.jpg Any business • Allow consumers to access profile information in all channels • Build a singular view of the consumer • Capture cross-channel engagement, trace consumer journey and behaviors across and within all channels • Use cross-channel analytics, confirm with user testing and research • Don’t forget to evolve the consumer relationship with ongoing recognition via email, optimized customer support and even via phone or in-store personalization!
  22. 22. 22 Imitate Martha: AKA ‘Mother of Omni’ Named her company Omnimedia for a reason! • Starts with a good story and tells it through variety of mediums • Balances content between channels for integrated consumer journey E.g.: References a cookbook on TV while magazine features a story referencing both, mobile provides exclusive content via apps • Optimizes content specific to each channel • Synergizes content experiences by connecting one channel to the next Courtesy Life with Cats. Karen Harrison Binette, 2011. http://www.lifewithcats.tv/
  23. 23. Part 5: See performance-driven content as the new normal
  24. 24. 24 The rules 1. Start with a strategy, goals and objectives to set up a performance-driven content model 2. Use a closed-loop strategic framework 3. Leverage an operational model with quarterly/monthly assessments of content performance to improve the future
  25. 25. 25 Define intent, goals, objectives and metrics for every type of content Image source: http://en.wikipedia.org/wiki/File:The_Sounds_of_Earth_Record_Cover_- _GPN-2000-001978.jpg • Ladder all content up to a strategy: • Create strategic intent – answer the question: Why? (Why our company, this career, this product…) • Define goals and objectives, identify users/personas/segments, define metrics to measure performance • Frame this thinking from business AND user goals/objectives/needs • Use this approach at experience level (desktop website) and page-type level
  26. 26. 26 Use a closed-loop strategic framework • Use closed-loop logic in content lifecycles to deliver relevant, meaningful and contextual content • Create, manage and publish content to consumers, measure its performance, and then optimize accordingly • Evaluate each step in lifecycle; measure at least semiannually • Leverage editorial calendars and governance to keep content relevant and on-time • Develop a meaningful platform that is extensible and scalable for the future.
  27. 27. 27 Performance-driven operational model • Created a unified content calendar fueled by a performance-driven approach • Look at inputs frequently • Use these inputs to plan for the future • NOTE: A performance-driven model uses inputs to frame future content opportunities The graphic comes from my book, where it is explained in detail: Enterprise Content Strategy: A Project Guide (November 2014).
  28. 28. Part 6: Syndicated, social, curated …and content marketing
  29. 29. 29 Rules of Engagement 1. Understand that social, curated, syndicated, and content marketing require unique content strategies 2. Use social listening and engagement metrics to determine future priorities 3. Utilize effective storytelling (think Carl Sagan – Voyager record) 4. Ensure content calendar and content planning account for content marketing as a central component to driving content consumption
  30. 30. 30 “Content Marketing & Syndication is the process of creating, curating and distributing relevant and valuable content that is related to a brand’s purpose or benefit to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.” - Content Marketing Institute, 2013
  31. 31. 31 Build strategies for curated, syndicated and curated content Image source: Author, Marcwathieu http://commons.wikimedia.org/wiki/File:Anne_pontegnie_02.jpg • Take the strategic intent of the content, overlay consumer journey and determine which content to syndicate and curate • Tie to larger themes of page or experience (E.g.: videos for lifestyle, stories that relate to page, etc.) • Use social content for engagement, conversation about the story and for sharing and engaging campaigns
  32. 32. 32 Determine future priorities with listening and engagement Image source: Author, Ardfern http://commons.wikimedia.org/wiki/File:Warhol_Exhibition,_The_MAC,_Belf ast,_April_2013_(14).JPG • Listen for social response and engage dialogue in social channels (social listening) • Determine investment based on content performance, changes in consumer journey and new business/user needs • Do not forget SEO (keywords used) consumer research/insights, and user feedback as inputs for future content decisions
  33. 33. 33 Follow Carl Sagan’s approach to effective storytelling http://en.wikipedia.org/wiki/File:The_Sounds_of_Earth_Record_Cover_- _GPN-2000-001978.jpg For Voyager record, Carl Sagan first started with the audience to whom he wanted to communicate along with his goal and objectives (think business goals): • He created the stories he wanted to tell • He structured content to tell universal story of humanity • He looked at which technology (channel) would preserve and communicate it
  34. 34. 34 Leverage effective content planning • Leverage a cross-channel, unified content calendar that sorts by stories and channel • Evaluate frequently, but plan annually with optimization quarterly and fine-tuning monthly/weekly
  35. 35. Part 7: Content ecosystem
  36. 36. 36 The rules 1. Look at content as an ecosystem, care for all elements within it 2. Understand that all content starts with a content type with definitive lifecycle 3. Use customer journey and work backwards from it to define content lifecycles 4. Measure, measure measure; optimize, optimize, optimize
  37. 37. 37 Instagram commercial images kiosks podcasts .pdfs data apps blogs video ATMs tweets user guides small business brochures pamphlets press releases email facebook posts Private Wealth Retail Tweets syndicated social Know your ecosystem
  38. 38. 38 Know your content types, pre and post publish lifecycles 1. Look at content types, create pre-publish lifecycles. Make them CLOSED-LOOP! 2. Start with customer needs and journey, work backwards, structure operations and content creation around consumer, not internal silos 3. Determine metrics to support it (inter/intra-channel) 4. Create post-publish workflow and processes, to measure and optimize The graphic comes from my book, where it is explained in detail: Enterprise Content Strategy: A Project Guide (November 2014).
  39. 39. 39 Measure, measure, measure • Align the content ecosystem to support a consumer-centric, performance-driven model • Even if silos dictate content creation, make sure all channels/silos are collaborating to create seamless content experience • Inputs to model include analytics, SEO, social listening, business needs and objectives, user needs and content best practices. These need to fold seamlessly into the process
  40. 40. Part 7: Govern globally & contexually
  41. 41. 41 The rules 1. Define governance structure 2. Govern by content type; user journey 3. Know your rules for global and contextual content 4. Listen to Ann Rockley: “Control your content!”
  42. 42. 42 Govern with committee, tools and charter 1. Decide on a governance model— federated, centralized, or centralized with some federated aspects 2. Agree on what is necessary for a governance charter 3. Define when the participants will meet, agendas for those meetings, and how strategy will be implemented
  43. 43. 43 Know your rules for content usage 1. Start with content type 2. Factor in consumer journey 3. Define governance around controlling, maintaining, seeding and feeding the above two 4. Govern by content type and user journey
  44. 44. 44 Govern globally and contextually (continued) 1. Set universal standards 2. Know which content: • Remain the same globally (universal) • Act globally but contain local differentiation (localized) • Can differ locally or remain locally unique • Be shared globally to local, locally to global and locally to local . Image source: http://en.wikipedia.org/wiki/Global_illumination#mediaviewer/File:Local_illum ination.JPG
  45. 45. 45 Govern globally and contextually 3. Define contextual content standards and rules for: • Personalization • Shared content across channels • Shared but edited content (Product Specs long for Desktop website, short for mobile) • Unique content per channel Image source: http://en.wikipedia.org/wiki/Global_illumination#mediaviewer/File:Local_illum ination.JPG
  46. 46. 46 Listen to Ann Rockley; “Control your content!” 1. Rely on content performance and internal metrics (effeceincy, ROI, etc) to dictate future standards 2. Plan content from informed decisions 3. Govern content by constantly remaining in touch with ecosystem (seed/feed/care approach) 4. “Control your content”—Ann Rockley!
  47. 47. Questions
  48. 48. 48 Keep the conversation going…. Kevin P Nichols • knichols@sapient.com • kevinpnichols.com • Twitter: @kpnichols • LinkedIn: http://www.linkedin.com/in/kevinpnichols • UX For Dummies (John Wiley & Sons) • Enterprise Content Strategy: A Project Guide (XML Press, November, 2014)
  49. 49. 49 Chloe hopes you found this presentation useful!

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