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Agile Content Strategy
The document outlines the importance of a robust content strategy for brands to enhance user experience and drive engagement. It emphasizes that poor online experiences lead to negative perceptions, reduced site return rates, and increased competition. The text advocates for agile content production, user feedback integration, and effective promotion to ensure content reaches its audience and aligns with user needs.
Agile Content Strategy
- 1. Developing a ContentStrategy
- 2. OUR STORY RevUnit isfounded on deep product capability across nearly every platform and user-interface. Social, mobile & eCommerce Sam’s Social Toolbox Xarelto Physician App Sam’s Club Press Room eCommerce eValues Kiosk Sam’s Club Mobile App Hillshire Deli Kiosk
- 3. WE ARE ALL CONSUMERS andour expectations for digital are set by the brands we interact with. If your experience doesn’t measure up, it’s going to hurt your brand. A sub-par user experience results in 47% of site visitors having a less positive perception of the company… and a third went on to tell others about it. Equation Research
- 4. WE’RE LESS TOLERANT Whenusers have a less than positive experience online… 78% go to competitor site 88% are less likely to return 38% go to a competitor and never return
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- 6. CONTENT IS… WHAT PEOPLE WANT WHAT PEOPLE SHARE WHY PEOPLE ACT Companies ofall sizes need to realize that great content is required for success in digital
- 10. WE ALL MAKECONTENT
- 11. SO WHAT ISCONTENT STRATEGY Planning! Production Publication Promotion
- 12. AGILE CONTENT Making frequent, plannedupdates enables you to prioritize feedback and respond immediately to what users are saying. This connectivity with users builds loyalty and drives continued engagement with the content. TRADITIONAL METHOD USER VALIDATED CONTENT OUTCOME? 1.0 Write Content 0.4 OR! 0.3 0.2 MVP LEARNINGS LEARNINGS LEARNINGS LEARNINGS
- 13. CONTENT Building small requires rigorousprioritization of content opportunities based on existing user insights and business objectives Our aim is to learn from real users on a subset of content and let those insights inform the future allocation of resources SIZE OF SUCCESS PLANNING LEVEL OF EFFORT
- 14. USER FOCUSED User experience isnot one person’s job. Rather, it is the relentless pursuit of every member of the team. We strive to understand the ENTIRE USER EXPERIENCE, including those interactions up and downstream from our content. Knowing this helps us fit in the flow seamlessly.
- 15. PLANNING Planning is aboutunderstanding your objectives and aligning them with the intent of your audience Feedback! USER VALIDATED DRIVERS Behavior! INTENT! Comments, reviews, surveys A-B testing, heat-mapping Analytics! Page, event and conversion Connections! Data bridges, Social SOCIAL! INTEREST
- 16. CONTENT PRODUCTION Creating great contentis lots of hard, rigorous work and there are no shortcuts to doing it right TECHNOLOGIES PLATFORMS PRODUCERS Ruby on Rails .NET HTML5 iOS Android PhoneGap PHP Mobile Tablet Web Social Kiosk POS Writers Editors Subject-M Experts Videographers Photographers Recording Artists
- 17. PLANNED PUBLICATION Though contentroadmaps are critical, room must be made for the learnings gained from users. 1 2 Listen & Learn Implement Iterate Iterate MVP 1 2 1 2 CONTENT PUBLICATION 1 2
- 18. Next Steps forContent… PROMOTION Content isn’t valuable to you or your audience you worked hard to create it for if nobody knows you created it. Great content is easier to promote, but it wont share itself. UPKEEP SHARING SEARCH Lifecycle Influencers 1st Micro & Meta Relevancy Stay in the Conversation Internal Links Platform Changes Make it Contextual Natural Language New Content Bite-size Bits User First
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