This document discusses content strategy and Metso's Webbify project. It provides 9 tips for developing a content strategy, including starting multichannel, defining the strategy, focusing on customers, treating it as an ongoing process, collaborating with designers, auditing existing content, thinking globally and locally, recognizing a tipping point when the strategy launches, and allowing it to evolve over time. It also outlines Metso's Webbify project which launched an initial minimum viable product website and plans follow-on projects.

1. Content strategy
seminar
Sisältöstrategian
superpäivä
26.11.2015
#superpäivä
Multichannel
content strategy
globally and
locally

2. © Metso© Metso Date Author Title2
•At Metso
-Digital Communications
Manager, Customer and
Marketing Operations unit’s
Global Communications team
•Before
-University of Helsinki, Imperial
College London
-TEM, Nokia, Cision
Kaisa Leinonen
INTERNAL

3. © Metso© Metso
Our mission
is to contribute to
a more sustainable world
by helping our customers
process natural resources and
recycle materials into
valuable products
© Metso© Metso The Metso Way | April 20153

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Click the icon to view the film on
www.youtube.com/metsoworld

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Metso locations
We are where our customers are
Ensuring easy reach and prompt service
The Metso Way | April 20155
Operations in
50 countries
> 90 service
centers
~7,000
service experts
Deliveries to
> 150 countries
14,000
employees
representing
80 nationalities

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9 tips
It’s a journey
Date Author Title6

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Our Webbify project
7 MVP=Minimum viable product
MVP
JAN 2015
original
metso.com
Showroom
Renewal
project
CLOSE
Q1/2015
Limited
content/functionality
new
metso.com
global industry sites
Corporate,
Finland sites
Follow-on
projects
(country sites,
local
Showrooms
blogs etc.)
Further development

8. © Metso© Metso Date Author Title8 Kaisa Leinonen
1. Starts with digital or with web, but must go
multichannel
2. Define what you mean by content strategy
3. It’s about your customer
4. It’s a process and it requires work – or it’s
not a content strategy
5. Designer is your best friend
6. You’ll find jewels – and some ugly stuff
7. Go glocal - and it’s systems thinking
8. There is a tipping point
9. It will evolve

9. © Metso© Metso Date Author Title9
1. Starts with digital
or with web, but
must go
multichannel

10. © Metso© Metso Date Author Title
Best results
achieved if you
can include or link
to other key
channels
Same content in different formats, distributed via
various channels
10
INTERNAL

11. © Metso© Metso
2. Define what you
mean by content
strategy
Date Author Title11

12. © Metso© Metso Date Author Title
• Review which model works best
for you or develop your own
• Every organization is different and
so is their content strategy too
• Should be an agreement (project
team and stakeholders)
• Communicate, share and discuss!
”Ask 10 people
what is a content
strategy”
Various options
12
INTERNAL
Visit http://contentstrategy.com/ for examples.

13. © Metso© Metso Date Author Title13
3. It’s about
customer

14. © Metso© Metso Date Author Title14
Journey?
Experience?

15. © Metso© Metso
4. It’s a process, it
requires work – or
it’s not a content
strategy
Date Author Title15

16. © Metso© Metso
Framework: four content work phases with key
actions, meetings structure
Date Author Title Kaisa Leinonen16
AUDIT
- Excel mapping
current content
PLANNING
- Content strategy
1/2
CONTENT
PRODUCTION
- Content strategy
2/2, production,
feeding
REVIEW
- Testing
- Possible changes
FRAMEWORK: CORE
TEAM
CONTENT TRACK
LEADERS
SUB GROUP LEADERS
FOUR CONTENT
PHASES: CONTENT
OWNERS AND
EDITORS/WORK
GROUPS, SUPPORTED
BY CONTENT TRACK
LEADERS
Content track leads
Info & brief meeting
Planning 1.
Planning 2.
Review
Sub- group 1. Info & brief
Planning 1. Planning 2. Review
Sub-group 2 Info & brief
Planning 1. Planning 2. Review
MEETINGS
STRUCTURE
Work
Groups
Info & Brief
Planning 1.
Planning 2.
Review
Detailed
design &
templates
Concept,
High-level
content
structure

17. © Metso© Metso
5. Designer is your
best friend
Date Author Title17

18. © Metso© Metso Date Author Title
• Work in close co-operation, it’s
team work
• Build this co-operation into your
project team and project
management model
• ”Dynamic, modular” – what does it
mean for content?
Devil is in the
detail
Design principles = good content
18
INTERNAL

19. © Metso© Metso
6. You’ll find jewels
– and some ugly
stuff
Date Author Title19

20. © Metso© Metso Date Author Title
• Amount of work required from all parties
• Listen and learn, be ready to change
and adapt your plans
• May reveal other gaps
• 10+ new follow-up projects Listen and learn
You’ll be challenged
20
INTERNAL

21. © Metso© Metso Date Author Title21
7. Go glocal - and
it’s systems
thinking

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• Every global content
decision will impact
language and country
sites work later
• If you are planning to
do country sites –
ideally start content
strategy work during
the global planning
• Draw your
system/model (review
and change)
• Think multichannel
Optimize content
usage and
distribution
Global-local planning
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INTERNAL

23. © Metso© Metso
8. There is a tipping
point
Date Author Title23
(First version launched)

24. © Metso© Metso The Metso Way | May 2015
Video: “Visit metso.com - 24/7 access to Metso knowledge”
https://www.youtube.com/watch?v=RuA9fqCXBTY

25. © Metso© Metso
9. It will evolve
Date Author Title25

26. © Metso© Metso
Our Webbify project
26 MVP=Minimum viable product
MVP
JAN 2015
original
metso.com
Showroom
Renewal
project
CLOSE
Q1/2015
Limited
content/functionality
new
metso.com
global industry sites
Corporate,
Finland sites
Follow-on
projects (more
country sites,
local
Showrooms
blogs etc.)
Further development

27. © Metso© Metso Date Author Title27
Thank you

28. company/metso metsogroup metsoworldmetsoworld metsogroup
www.metso.com