Lindy Roux - Multi-channel content strategy

@lindroux @siteworx #contentmarketing
Engineer seamless
experiences across every
digital touch point.

An Explosion of Customer Touchpoints…

“Digital customer experience today is deﬁned primarily by websites,
with mobile applications on smartphones not far behind, and the
future will include as many as 10 additional customer touchpoints.
Deciding which channels to incorporate into your strategy is crucial
to deﬁning your organization's future in digital customer experience.”
Source: Forrester, Unify The Digital Experience Across Touchpoints, August 2012

MULTI-CHANNEL DIGITAL STRATEGY
The Company should own every touchpoint along the customer journey. Mapping content to channel and
market segment speciﬁc goals will result in greater immersion in the brand, and ultimately higher conversion
rates. Create once, publish everywhere, but in a contextually relevant way.

Contextualization
§  Understand WHO the customer is (Persona)
§  HOW they behave (Journey Maps)
§  WHAT content fulﬁlls their needs (Content Maps)
§  WHERE that content is best delivered (Multi-channel Content Strategy)
Desktop SocialTablet Phone In StoreEmail

Content Design
Social
Media
Microsites
Blogs
Intranet
E-mail
Print
Tablet
Apps
Mobile
Apps
Mobile
Web
Websites
Content

B2C Example: Bridal Store

Competitive
ArtifactsPersona | Meet Lisa
§ Female Age: 29
§ Project Manager, New York
Lisa is getting married next fall
and is in full ‘planning-mode’ for
the event. She and her ﬁancé,
Ben, are paying for the wedding
and they are consequently on a
budget. Lisa wants to make sure
that the bridal party looks
coordinated, stylish and unique.
Lisa Martinez

Lisa’s Journey
Get Inspired Purchase Validate Advocate
Aﬃliate Site
Plan Experience
§  Collect inspiration for wedding
§  Start planning and budgeting
§  Source wedding dress stores
§  Wedding Website

Lisa’s Journey
Get Inspired Purchase Validate Advocate
§  Browse and compare dress
styles
§  Use virtual ﬁtting tool
§  Create / view an idea
scrapbook
§  Communicate with my bridal
party and consultant
§  Create/ manage a budget
Website
Plan Experience

Lisa’s Journey
§  Share pictures with my bridal
party
§  Upload to scrapbook
§  Manage my budget
§  Locate a store
§  Set/view appointment
Smartphone
Get Inspired Purchase Validate AdvocatePlan Experience

Lisa’s Journey
§  View / manage scrapbook
§  Manage my budget
§  Browse and compare dress
styles
§  Read wedding tips and advice
§  Use virtual ﬁtting tool
Tablet

Lisa’s Journey
§  Stay updated on style news
§  Be alerted with respect to new
deals
§  Receive appointment
reminders and contextually
relevant advice
Email

Lisa’s Journey
§  Try on styles I selected online
§  Share ﬁtting live with my
friends and family
§  Record ﬁtting pictures for my
scrapbook
In-store

Lisa’s Journey
§  Poll my friends for ideas
deals
§  Share the wedding pictures
after the event
Facebook

Lisa’s Journey
deals
§  Post questions (support-
related)
Twitter

Lisa’s Journey
§  Watch inspirational / runway
footage
§  Watch reality TV wedding
gown shows
§  Share my wedding video
YouTube

Lisa’s Journey
Pinterest
§  Collect inspiration for fashion,
food & decoration
§  Follow other weddings
§  Bridal notebook

Content: Product
Images
Offers Articles Runway
Videos
Virtual fitting
room
Store Locator
Web X X X X X
Tablet X X X X
Mobile X X X
Email X X
YouTube X
Pinterest X
Facebook X X X
Twitter X
In-store X X
Affiliate site X X X
Content Prioritization

B2B Example: Business Consulting

Competitive
ArtifactsPersona | Meet Shane
§ Male Age: 31
§ Analyst, Washington
Shane works for a major energy
company. His boss has asked
him to evaluate responses to an
RFP for Business Process
Management Consulting. Shane
knows that if he helps his boss
to select the right company, it
will bode well for both their
careers.
Shane McNulty

Shane’s Journey
§  Watch presentation on
business process
management by consultants
from a number of companies
YouTube
Awareness Compare AdvocateResearch Analyze Participate

Shane’s Journey
§  Case studies speciﬁc to the
energy industry
§  Details of the business process
consultants in (geo)
§  Access to company ﬁnancials
§  Bookmark or sample content
for a presentation
Website

Shane’s Journey
§  Understand conversation
about X company
§  Network with peers
§  Participate in industry and
SME groups
§  Crowd source selection
criteria
Linked In

Shane’s Journey
§  Crowd source selection
criteria
§  Identify thought leaders in this
space
Twitter

Shane’s Journey
§  Review thought leadership
§  Bookmark content for review/
aggregation later
§  Watch video case studies
Phone &Tablet

Shane’s Journey
Forum
§  Benchmark against other
companies
§  Interact with peers and
thought-leaders
§  Rate the responses of others
Awareness CompareResearch Analyze AdvocateParticipate

Shane’s Journey
§  Speciﬁc targeted information
only
§  Access to gated content
Email
Awareness Compare Participate AdvocateResearch Analyze

Content: Case Studies Thought
Leadership
Articles
Company
Financials
Presentations Conversation
Starters
Oﬃce
Locations
Web X X X X X
Tablet X X X X
Mobile X X X
Email X X
YouTube X X
LinkedIn X X
Twitter X X
Forum X X
Slideshare X

Non-proﬁt Example

Competitive
ArtifactsPersona | Meet Magda
§ Female Age: 52
§ Daytona Beach, Florida
Magda lost her mother to breast
cancer. She is a survivor herself
and believes that she has been
given a second chance. She
wants to give back to those
committed to eradicating this
disease through continued
research and care, and is looking
for the right organization to
support.
Magda Simmons

Magda’s Journey
§  View inspirational videos and
stories
§  Research the non-proﬁt
§  Make a donation
§  Register for an event
§  Learn about philanthropy
Website
Search Participate Belong AdvocateResearch Donate

Magda’s Journey
§  Watch videos
§  Find event details
Smartphone

Magda’s Journey
§  Watch videos
§  Read inspirational stories
§  Register for an event
Tablet

Magda’s Journey
§  Read stories from donors &
beneﬁciaries
§  Share my story
§  Tell my friends about my
involvement
§  Solicit event sponsorship
Facebook

Magda’s Journey
§  Follow beneﬁciary
organization
§  Solicit participation
§  Share my involvement
§  Follow events
Twitter

Magda’s Journey
§  Watch inspirational videos
§  See post-event videos
YouTube

Magda’s Journey
§  Receive event and fundraising
updates
§  Personal encouragement and
progress
§  Community updates
Email

Magda’s Journey
§  Find information about cancer
organizations
§  Read and view inspirational
content
§  Share my involvement
§  Solicit event sponsorship
Google+

Content: About the
Organization
Donation
Processing
Donor stories Beneﬁciary
stories
Conversation
Starters
Event Details
Web X X X X X
Tablet X X X X X
Mobile X X X X X
Email X X X X
Facebook X X X X X X
Twitter X X X
You Tube X
Google + X X X X X

Step 1: Develop Personas and Journey Maps

Step 2: Prioritize Content per Channel

Step 3: Structure your Content

Step 4: Evaluate, Rinse & Repeat
Page Details
Qualitative
Scores

Quantitative
Evaluation

Title Scanable Compelling Current Relevant SEO
Consistent
with brand
attributes
Accessible,
plain
language
Grammar/
spelling
Content
Views Favorited Shared
Age of
Content
# of Inbound
Links
Megacommuni,es
Podcast
Series
3
2
1
4
2
2
2
4
2
3
3
3
1

Cyber
Wargames
3
5
5
5
5
5
5
5
3
5
5
3
3

Growth
and
Future
of
Megacommuni,es
2
3
2
4
2
3
2
4
3
2
4
4
4

The
Key
to
Successful
Execu,on
3
2
1
4
2
2
2
4
2
3
3
3
1

A
Megacommunity
That
Did
Not
Work
3
5
5
5
5
5
5
5
3
5
5
3
3

Selling
the
Idea
of
a
Megacommunity
2
3
2
4
2
3
2
4
3
2
4
4
4

Megacommuni,es
3
2
1
4
2
2
2
4
2
3
3
3
1

Smart
Power
3
5
5
5
5
5
5
5
3
5
5
3
3

Booz
Allen
Diagnos,c
Services
2
3
2
4
2
3
2
4
3
2
4
4
4

Frequently
Asked
Ques,ons
3
2
1
4
2
2
2
4
2
3
3
3
1

Overview
of
What
it
Takes
to
Change

Government

3
5
5
5
5
5
5
5
3
5
5
3
3

David
Mader
at
the
Partnership
for
Public

Service
Panel
Discussion
2
3
2
4
2
3
2
4
3
2
4
4
4

ADM
James
M.
Loy,
former
Coast
Guard

Commandant
at
the
Partnership
for
Public

Service
3
2
1
4
2
2
2
4
2
3
3
3
1

Jeﬀ
Myers
on
Federal
News
Today
on
News

Channel
8
3
5
5
5
5
5
5
5
3
5
5
3
3

Partnership
for
Public
Service
Panel

Highlights
2
3
2
4
2
3
2
4
3
2
4
4
4

Request
Addi,onal
Informa,on
3
2
1
4
2
2
2
4
2
3
3
3
1

Research
Authors
3
5
5
5
5
5
5
5
3
5
5
3
3

Sample
Lessons
2
3
2
4
2
3
2
4
3
2
4
4
4

Thank
You
3
2
1
4
2
2
2
4
2
3
3
3
1

What
It
Takes
to
Change
Government
3
5
5
5
5
5
5
5
3
5
5
3
3

Workforce
of
Tomorrow
2
3
2
4
2
3
2
4
3
2
4
4
4

Advance
Our
Government
3
2
1
4
2
2
2
4
2
3
3
3
1

Career
Transi,oning
and
Mentoring
3
5
5
5
5
5
5
5
3
5
5
3
3

Client
Work
2
3
2
4
2
3
2
4
3
2
4
4
4

Community
Support
&
Engagement
3
2
1
4
2
2
2
4
2
3
3
3
1

Commitment
to
Our
Military,
Veterans,
and

Families
3
5
5
5
5
5
5
5
3
5
5
3
3

All
Content
Related
to
Suppor,ng
Our

Military,
Veterans,
and
Families
2
3
2
4
2
3
2
4
3
2
4
4
4

§  Award-winning interactive agency
§  Strong qualifying track record in the Global 500
§  Specialize in audience driven design & digital branding
§  Expertise in digital marketing & sales systems implementation & integration
A Little About Siteworx
Thank You!
Lindy Roux
Principal Content Strategist
(703) 657-1317
lroux@siteworx.com

Lindy Roux - Multi-channel content strategy

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