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Are You Content With Your Content?
Mark Hopkins emphasizes the importance of a robust content strategy in marketing, which integrates user experience and content management for maximum effectiveness. He shares a case study illustrating the challenges faced when content is not included in planning, leading to costly fixes and poor user engagement. The document stresses the need for personalized, relevant, and efficiently distributed content to meet heightened customer expectations in a digital landscape.
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Are You Content With Your Content?
- 1. Mark Hopkins, ClientServices Director, ORM 30 June 2015 #DigitisePS Content with your content?
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- 3. Need or marketingidea > Internal approval > Brief > IT implementation or agency > Design/build > Content load > Test > Deploy
- 4. But… What about mobile? Whatabout search? Who is you audience? What is your data telling you? Is your content working? Is it frequent enough? Of value?
- 5. We’ve got toget away from this… No personalisation, bad UX Old-style marketing… no value to me. Lengthy article templates, not mobileNo hierarchy of content; hard to find valuable content
- 6. And get tothis… Content merchandising; consumable Brilliant narrative; instructive; persuasion architecture Brilliant, UX, content that breathes and is succinctPoor UI, but valuable content distributed well
- 7. So what isContent Strategy and why is it important?
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- 9. “The strategic planningand management of content creation for maximum effectiveness. “It involves elements of UX: designing content that is user friendly and meets user needs” @contentchampion
- 10. It’s now moreintegral Old digital Brief Project SOW Design Develop Content load Testing Deploy Content Content New digital ContentContent Brief Discovery Content load Testing DeployDevelop Project SOW Define Maintain Content ContentContent AuditMapping
- 11. It is alsonow a discipline
- 12. So why isthis relevant to me in my professional services role?
- 13. Case study: • In2013 I worked on a global template for a large Professional Services firm. • The brief was innovation focused: to push the boundaries of UX and browsing behaviour. • The result was a set of wireframes and designs that did that…
- 14. There were, however,problems: • Content wasn’t part of the planning • Each member firm had to load and prepare their own content • The site had multiple breakpoints, which made hyphenation a common problem • They had under-estimated the state of their content and its lack of preparedness • In short, they had a site – with no content
- 15. The result… • Inshort, content wasn’t part of the planning… and it cost US$$$ to fix and maintain • Meanwhile, the current site sat untouched and continued in its place for another 9 months
- 16. The key isto make a content the focus of your marketing activity
- 17. Digital consumers arelosing patience: • Since 2000, attention has dropped to eight seconds • 40% leave sites that don’t load in 3 seconds • 43% of us abandon emails if they take > 30 seconds to read • 32% tune out if you don’t make the point in 15 seconds • And, most worryingly, 74% lose interest in presentations if the key point is not made in 60 seconds
- 18. Customer expectations arehigher than ever before: • They want analysis – so consider time to market • They want content that engages AND inspires – so think about relevancy • They want it distributed to them, when they want it – so think about channel and time • The want it where they frequent and on device they prefer – so consider off-siting • They want it in a format that makes it digestible, memorable and useful • Lastly, tone of voice. Pick a consistent narrative that explains you • Importantly, set your standards and stick to them
- 19. Heard about theMarshmallow test?
- 20. How do youmake your business focus on content?
- 21. ZMOT As this amazingbook by Google demonstrates, digital content done well will win the battleground for micro moments in our daily lives
- 22. “Don’t make decisionsrelated to content based upon assumptions. There are no mandates. Best practice may not apply to you.” @halvorson
- 23. Create rules… • Ifyou don’t know your audience, I.D. them • If you don’t have content you’re proud of – pull it • If I.T. are driving digital change, make sure they don’t have the keys • Metrics: if you’re not set up to monitor behaviour – start now • Place content and data people in your marketing function • Consult a specialist… content strategies, done well pay for themselves
- 24. • Audit • Personas •Make story-telling a focus • Tone of voice • Take ownership – process • Create rules for your comms • Personalisation • Comms architecture • Content mapping • Content calendar • Contact strategy • Search 10 differences a content strategist can make
- 25. A few lastwords…
- 26. “If the holygrail is a customised and personalised experience at every touch point, then you are only going to achieve this with the help of a content strategist.” – Digital marketing magazine
- 27. “No one’s goingto care about the implementation, it’s the content we’ll be judged on.” > Marketing Director in this room
- 28. “No-one remembers thefacts, they only every remember the story”
- 29. Thank you Mark Hopkins,Client Services Director, ORM mark.hopkins@ormlondon.com ormlondon.com @ormlondon
- 30. Case study: • McKinsey’sInsights app. • It has been downloaded 500k times. • It serves me content to my preference during my commute times. • It is served in a consumable format and is extremely well written with takeaways, infographics and video.