SlideShare a Scribd company logo
Building a Global Content Strategy: The 
next generation of thinking
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
Part 1: Introduction
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 
Sapient - Working With The Most Recognized Brands
Part 2: Some definitions
7 
Content is 
Any information that 
is recorded.
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 
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 
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 
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 
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
Part 3: Rules of engagement: the next 
generation of content strategy
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)
Part 4: Get to know Omni: your new 
best friend
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 
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 
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).
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 
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 
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 
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/
Part 5: See performance-driven content 
as the new normal
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 
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 
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 
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).
Part 6: Syndicated, social, curated 
…and content marketing
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 
“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 
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 
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 
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 
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
Part 7: Content ecosystem
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 
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 
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 
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
Part 7: Govern globally & contexually
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 
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 
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 
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 
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 
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!
Questions
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 
Chloe hopes you found this presentation useful!

More Related Content

What's hot

Online content marketing preview
Online content marketing previewOnline content marketing preview
Online content marketing preview
Anupriya Deepak
 
Eeshita Grover: Generating Revenue: The Hidden Connection Between Content and...
Eeshita Grover: Generating Revenue: The Hidden Connection Between Content and...Eeshita Grover: Generating Revenue: The Hidden Connection Between Content and...
Eeshita Grover: Generating Revenue: The Hidden Connection Between Content and...
Jack Molisani
 
Content Planning Guide - Centerline Digital - Content Marketing - 100713
Content Planning Guide - Centerline Digital - Content Marketing - 100713Content Planning Guide - Centerline Digital - Content Marketing - 100713
Content Planning Guide - Centerline Digital - Content Marketing - 100713
Centerline Digital
 
5 Ways to Integrate SlideShare Into Your Content Strategy
5 Ways to Integrate SlideShare Into Your Content Strategy5 Ways to Integrate SlideShare Into Your Content Strategy
5 Ways to Integrate SlideShare Into Your Content Strategy
Marsden Marketing
 
Everything You Always Wanted to Know About Content Strategy
Everything You Always Wanted to Know About Content StrategyEverything You Always Wanted to Know About Content Strategy
Everything You Always Wanted to Know About Content Strategy
Ethan Machado
 
Content strategy for associations
Content strategy for associationsContent strategy for associations
Content strategy for associations
Hilary Marsh, Content Company, Inc.
 
Content strategy 101 for associations - 2019
Content strategy 101 for associations - 2019Content strategy 101 for associations - 2019
Content strategy 101 for associations - 2019
Hilary Marsh, Content Company, Inc.
 
Chapter 15: Govern, Plan and Maintain Your Content
Chapter 15: Govern, Plan and Maintain Your ContentChapter 15: Govern, Plan and Maintain Your Content
Chapter 15: Govern, Plan and Maintain Your Content
GatherContent
 
Content Strategy for the Web
Content Strategy for the WebContent Strategy for the Web
Content Strategy for the Web
Karen McGrane
 
Content and customer experience
Content and customer experienceContent and customer experience
Content and customer experience
Paula Ladenburg Land
 
IAB Europe Webinar Deck: Key Operational Considerations for Native Advertisin...
IAB Europe Webinar Deck: Key Operational Considerations for Native Advertisin...IAB Europe Webinar Deck: Key Operational Considerations for Native Advertisin...
IAB Europe Webinar Deck: Key Operational Considerations for Native Advertisin...
IAB Europe
 
Media-Economics-Final-Presentation-Team-4
Media-Economics-Final-Presentation-Team-4Media-Economics-Final-Presentation-Team-4
Media-Economics-Final-Presentation-Team-4
Priyamvadha Ramakrishnan
 
Successful content with a metrics driven approach
Successful content with a metrics driven approachSuccessful content with a metrics driven approach
Successful content with a metrics driven approach
Kevin Nichols
 
Everything You Ever Wanted to Know About Content Strategy, But Afraid to Ask
Everything You Ever Wanted to Know About Content Strategy, But Afraid to AskEverything You Ever Wanted to Know About Content Strategy, But Afraid to Ask
Everything You Ever Wanted to Know About Content Strategy, But Afraid to Ask
IxDA Chicago
 
What Is Content Strategy? (ACS July Meetup)
What Is Content Strategy? (ACS July Meetup)What Is Content Strategy? (ACS July Meetup)
What Is Content Strategy? (ACS July Meetup)
CHI*Atlanta
 
Delivering Your Content Strategy: Effective Documentation and Deliverables (C...
Delivering Your Content Strategy: Effective Documentation and Deliverables (C...Delivering Your Content Strategy: Effective Documentation and Deliverables (C...
Delivering Your Content Strategy: Effective Documentation and Deliverables (C...
Kim Marques
 
A practical guide to building a digital strategy
A practical guide to building a digital strategyA practical guide to building a digital strategy
A practical guide to building a digital strategy
Lightb0x
 
The World of Content Strategy
The World of Content StrategyThe World of Content Strategy
The World of Content Strategy
Erin Scime
 
The Next Generation of Content Strategy: A Performance-Driven Model
The Next Generation of Content Strategy: A Performance-Driven ModelThe Next Generation of Content Strategy: A Performance-Driven Model
The Next Generation of Content Strategy: A Performance-Driven Model
Paula Ladenburg Land
 
Ch 8 pps
Ch 8 ppsCh 8 pps
Ch 8 pps
Randi Priluck
 

What's hot (20)

Online content marketing preview
Online content marketing previewOnline content marketing preview
Online content marketing preview
 
Eeshita Grover: Generating Revenue: The Hidden Connection Between Content and...
Eeshita Grover: Generating Revenue: The Hidden Connection Between Content and...Eeshita Grover: Generating Revenue: The Hidden Connection Between Content and...
Eeshita Grover: Generating Revenue: The Hidden Connection Between Content and...
 
Content Planning Guide - Centerline Digital - Content Marketing - 100713
Content Planning Guide - Centerline Digital - Content Marketing - 100713Content Planning Guide - Centerline Digital - Content Marketing - 100713
Content Planning Guide - Centerline Digital - Content Marketing - 100713
 
5 Ways to Integrate SlideShare Into Your Content Strategy
5 Ways to Integrate SlideShare Into Your Content Strategy5 Ways to Integrate SlideShare Into Your Content Strategy
5 Ways to Integrate SlideShare Into Your Content Strategy
 
Everything You Always Wanted to Know About Content Strategy
Everything You Always Wanted to Know About Content StrategyEverything You Always Wanted to Know About Content Strategy
Everything You Always Wanted to Know About Content Strategy
 
Content strategy for associations
Content strategy for associationsContent strategy for associations
Content strategy for associations
 
Content strategy 101 for associations - 2019
Content strategy 101 for associations - 2019Content strategy 101 for associations - 2019
Content strategy 101 for associations - 2019
 
Chapter 15: Govern, Plan and Maintain Your Content
Chapter 15: Govern, Plan and Maintain Your ContentChapter 15: Govern, Plan and Maintain Your Content
Chapter 15: Govern, Plan and Maintain Your Content
 
Content Strategy for the Web
Content Strategy for the WebContent Strategy for the Web
Content Strategy for the Web
 
Content and customer experience
Content and customer experienceContent and customer experience
Content and customer experience
 
IAB Europe Webinar Deck: Key Operational Considerations for Native Advertisin...
IAB Europe Webinar Deck: Key Operational Considerations for Native Advertisin...IAB Europe Webinar Deck: Key Operational Considerations for Native Advertisin...
IAB Europe Webinar Deck: Key Operational Considerations for Native Advertisin...
 
Media-Economics-Final-Presentation-Team-4
Media-Economics-Final-Presentation-Team-4Media-Economics-Final-Presentation-Team-4
Media-Economics-Final-Presentation-Team-4
 
Successful content with a metrics driven approach
Successful content with a metrics driven approachSuccessful content with a metrics driven approach
Successful content with a metrics driven approach
 
Everything You Ever Wanted to Know About Content Strategy, But Afraid to Ask
Everything You Ever Wanted to Know About Content Strategy, But Afraid to AskEverything You Ever Wanted to Know About Content Strategy, But Afraid to Ask
Everything You Ever Wanted to Know About Content Strategy, But Afraid to Ask
 
What Is Content Strategy? (ACS July Meetup)
What Is Content Strategy? (ACS July Meetup)What Is Content Strategy? (ACS July Meetup)
What Is Content Strategy? (ACS July Meetup)
 
Delivering Your Content Strategy: Effective Documentation and Deliverables (C...
Delivering Your Content Strategy: Effective Documentation and Deliverables (C...Delivering Your Content Strategy: Effective Documentation and Deliverables (C...
Delivering Your Content Strategy: Effective Documentation and Deliverables (C...
 
A practical guide to building a digital strategy
A practical guide to building a digital strategyA practical guide to building a digital strategy
A practical guide to building a digital strategy
 
The World of Content Strategy
The World of Content StrategyThe World of Content Strategy
The World of Content Strategy
 
The Next Generation of Content Strategy: A Performance-Driven Model
The Next Generation of Content Strategy: A Performance-Driven ModelThe Next Generation of Content Strategy: A Performance-Driven Model
The Next Generation of Content Strategy: A Performance-Driven Model
 
Ch 8 pps
Ch 8 ppsCh 8 pps
Ch 8 pps
 

Viewers also liked

How to measure content effectiveness
How to measure content effectivenessHow to measure content effectiveness
How to measure content effectiveness
Brain Traffic
 
Content processes for content teams (2017)
Content processes for content teams (2017)Content processes for content teams (2017)
Content processes for content teams (2017)
Content Strategy Inc.
 
Content Governance and Workflow - Confab Intensive 2015
Content Governance and Workflow - Confab Intensive 2015Content Governance and Workflow - Confab Intensive 2015
Content Governance and Workflow - Confab Intensive 2015
Content Strategy Inc.
 
Content Governance Workshop Confab 2015
Content Governance Workshop Confab 2015Content Governance Workshop Confab 2015
Content Governance Workshop Confab 2015
Content Strategy Inc.
 
#Howto do a content strategy
#Howto do a content strategy#Howto do a content strategy
#Howto do a content strategy
Euronet srl
 
Mapping Content to Customer Journeys - Kathy Wagner, Design and Content Confe...
Mapping Content to Customer Journeys - Kathy Wagner, Design and Content Confe...Mapping Content to Customer Journeys - Kathy Wagner, Design and Content Confe...
Mapping Content to Customer Journeys - Kathy Wagner, Design and Content Confe...
Content Strategy Inc.
 
Content and Customer Journeys
Content and Customer JourneysContent and Customer Journeys
Content and Customer Journeys
Content Strategy Inc.
 

Viewers also liked (7)

How to measure content effectiveness
How to measure content effectivenessHow to measure content effectiveness
How to measure content effectiveness
 
Content processes for content teams (2017)
Content processes for content teams (2017)Content processes for content teams (2017)
Content processes for content teams (2017)
 
Content Governance and Workflow - Confab Intensive 2015
Content Governance and Workflow - Confab Intensive 2015Content Governance and Workflow - Confab Intensive 2015
Content Governance and Workflow - Confab Intensive 2015
 
Content Governance Workshop Confab 2015
Content Governance Workshop Confab 2015Content Governance Workshop Confab 2015
Content Governance Workshop Confab 2015
 
#Howto do a content strategy
#Howto do a content strategy#Howto do a content strategy
#Howto do a content strategy
 
Mapping Content to Customer Journeys - Kathy Wagner, Design and Content Confe...
Mapping Content to Customer Journeys - Kathy Wagner, Design and Content Confe...Mapping Content to Customer Journeys - Kathy Wagner, Design and Content Confe...
Mapping Content to Customer Journeys - Kathy Wagner, Design and Content Confe...
 
Content and Customer Journeys
Content and Customer JourneysContent and Customer Journeys
Content and Customer Journeys
 

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

Content Strategy for the Customer Journey: Personalization Done Right Confab ...
Content Strategy for the Customer Journey: Personalization Done Right Confab ...Content Strategy for the Customer Journey: Personalization Done Right Confab ...
Content Strategy for the Customer Journey: Personalization Done Right Confab ...
Kevin Nichols
 
Personalization, Customer Journey, Omnichannel: A How-to Approach with Kevin ...
Personalization, Customer Journey, Omnichannel: A How-to Approach with Kevin ...Personalization, Customer Journey, Omnichannel: A How-to Approach with Kevin ...
Personalization, Customer Journey, Omnichannel: A How-to Approach with Kevin ...
Content Strategy Workshops
 
Personalization Content Strategy - Is Your Organization Ready to Personalize ...
Personalization Content Strategy - Is Your Organization Ready to Personalize ...Personalization Content Strategy - Is Your Organization Ready to Personalize ...
Personalization Content Strategy - Is Your Organization Ready to Personalize ...
Big Content Alliance
 
How to make content matter
How to make content matterHow to make content matter
How to make content matter
Master Web Creations
 
Content Strategy 101
Content Strategy 101Content Strategy 101
Content Marketing Process
Content Marketing ProcessContent Marketing Process
Content Marketing Process
Scott Albro
 
A Practical Guide to Content Strategy in HE
A Practical Guide to Content Strategy in HEA Practical Guide to Content Strategy in HE
A Practical Guide to Content Strategy in HE
Clare Kennedy
 
Burrows orofino unified_cx_04042016
Burrows orofino unified_cx_04042016Burrows orofino unified_cx_04042016
Burrows orofino unified_cx_04042016
Patricia Burrows
 
Social intranet content management by Toby Ward
Social intranet content management by Toby WardSocial intranet content management by Toby Ward
Social intranet content management by Toby Ward
Prescient Digital Media
 
Transforming-UX-with-Content-Strategy
Transforming-UX-with-Content-StrategyTransforming-UX-with-Content-Strategy
Transforming-UX-with-Content-Strategy
Brenda Lee Intengan
 
Six Steps to Building a Content Strategy
Six Steps to Building a Content StrategySix Steps to Building a Content Strategy
Six Steps to Building a Content Strategy
Erin Norvell
 
Content Strategy - UX class - Talent Bandung 2017 by @daengdoang
Content Strategy - UX class - Talent Bandung 2017 by @daengdoangContent Strategy - UX class - Talent Bandung 2017 by @daengdoang
Content Strategy - UX class - Talent Bandung 2017 by @daengdoang
Daeng Muhammad Feisal
 
MBA Content Product 19.12.14.compressed
MBA Content Product 19.12.14.compressedMBA Content Product 19.12.14.compressed
MBA Content Product 19.12.14.compressed
Thomas Roache
 
More Content, More Channels, More Chill: Your 2022 Self-Care Guide to Content...
More Content, More Channels, More Chill: Your 2022 Self-Care Guide to Content...More Content, More Channels, More Chill: Your 2022 Self-Care Guide to Content...
More Content, More Channels, More Chill: Your 2022 Self-Care Guide to Content...
Kontent.ai
 
Mapping your content strategy
Mapping your content strategyMapping your content strategy
Mapping your content strategy
Hilary Marsh, Content Company, Inc.
 
Toward a Unified Customer Experience
Toward a Unified Customer ExperienceToward a Unified Customer Experience
Toward a Unified Customer Experience
Jill Orofino
 
Content Startegy White Paper
Content Startegy White PaperContent Startegy White Paper
Content Startegy White Paper
Atul Pawar
 
Getting a Handle on the Content Life Cycle (April 2014)
Getting a Handle on the Content Life Cycle (April 2014)Getting a Handle on the Content Life Cycle (April 2014)
Getting a Handle on the Content Life Cycle (April 2014)
Joe Gollner
 
Language quality as foundation of enterprise content strategy
Language quality as foundation of enterprise content strategyLanguage quality as foundation of enterprise content strategy
Language quality as foundation of enterprise content strategy
Ben Colborn
 
Content Creation Framework.pdf
Content Creation Framework.pdfContent Creation Framework.pdf
Content Creation Framework.pdf
LongNguynHong69
 

Similar to The Next Generation of Content Strategy: Omnichannel, Performance-Driven Content, Content Marketing by Kevin Nichols (20)

Content Strategy for the Customer Journey: Personalization Done Right Confab ...
Content Strategy for the Customer Journey: Personalization Done Right Confab ...Content Strategy for the Customer Journey: Personalization Done Right Confab ...
Content Strategy for the Customer Journey: Personalization Done Right Confab ...
 
Personalization, Customer Journey, Omnichannel: A How-to Approach with Kevin ...
Personalization, Customer Journey, Omnichannel: A How-to Approach with Kevin ...Personalization, Customer Journey, Omnichannel: A How-to Approach with Kevin ...
Personalization, Customer Journey, Omnichannel: A How-to Approach with Kevin ...
 
Personalization Content Strategy - Is Your Organization Ready to Personalize ...
Personalization Content Strategy - Is Your Organization Ready to Personalize ...Personalization Content Strategy - Is Your Organization Ready to Personalize ...
Personalization Content Strategy - Is Your Organization Ready to Personalize ...
 
How to make content matter
How to make content matterHow to make content matter
How to make content matter
 
Content Strategy 101
Content Strategy 101Content Strategy 101
Content Strategy 101
 
Content Marketing Process
Content Marketing ProcessContent Marketing Process
Content Marketing Process
 
A Practical Guide to Content Strategy in HE
A Practical Guide to Content Strategy in HEA Practical Guide to Content Strategy in HE
A Practical Guide to Content Strategy in HE
 
Burrows orofino unified_cx_04042016
Burrows orofino unified_cx_04042016Burrows orofino unified_cx_04042016
Burrows orofino unified_cx_04042016
 
Social intranet content management by Toby Ward
Social intranet content management by Toby WardSocial intranet content management by Toby Ward
Social intranet content management by Toby Ward
 
Transforming-UX-with-Content-Strategy
Transforming-UX-with-Content-StrategyTransforming-UX-with-Content-Strategy
Transforming-UX-with-Content-Strategy
 
Six Steps to Building a Content Strategy
Six Steps to Building a Content StrategySix Steps to Building a Content Strategy
Six Steps to Building a Content Strategy
 
Content Strategy - UX class - Talent Bandung 2017 by @daengdoang
Content Strategy - UX class - Talent Bandung 2017 by @daengdoangContent Strategy - UX class - Talent Bandung 2017 by @daengdoang
Content Strategy - UX class - Talent Bandung 2017 by @daengdoang
 
MBA Content Product 19.12.14.compressed
MBA Content Product 19.12.14.compressedMBA Content Product 19.12.14.compressed
MBA Content Product 19.12.14.compressed
 
More Content, More Channels, More Chill: Your 2022 Self-Care Guide to Content...
More Content, More Channels, More Chill: Your 2022 Self-Care Guide to Content...More Content, More Channels, More Chill: Your 2022 Self-Care Guide to Content...
More Content, More Channels, More Chill: Your 2022 Self-Care Guide to Content...
 
Mapping your content strategy
Mapping your content strategyMapping your content strategy
Mapping your content strategy
 
Toward a Unified Customer Experience
Toward a Unified Customer ExperienceToward a Unified Customer Experience
Toward a Unified Customer Experience
 
Content Startegy White Paper
Content Startegy White PaperContent Startegy White Paper
Content Startegy White Paper
 
Getting a Handle on the Content Life Cycle (April 2014)
Getting a Handle on the Content Life Cycle (April 2014)Getting a Handle on the Content Life Cycle (April 2014)
Getting a Handle on the Content Life Cycle (April 2014)
 
Language quality as foundation of enterprise content strategy
Language quality as foundation of enterprise content strategyLanguage quality as foundation of enterprise content strategy
Language quality as foundation of enterprise content strategy
 
Content Creation Framework.pdf
Content Creation Framework.pdfContent Creation Framework.pdf
Content Creation Framework.pdf
 

Recently uploaded

DASH, presented by Elly Tawhai at PacNOG 33
DASH, presented by Elly Tawhai at PacNOG 33DASH, presented by Elly Tawhai at PacNOG 33
DASH, presented by Elly Tawhai at PacNOG 33
APNIC
 
Trump fist pump t shirts Trump fist pump t shirts
Trump fist pump t shirts Trump fist pump t shirtsTrump fist pump t shirts Trump fist pump t shirts
Trump fist pump t shirts Trump fist pump t shirts
exgf28
 
Career Development Advice for Network Engineers across the Pacific, presented...
Career Development Advice for Network Engineers across the Pacific, presented...Career Development Advice for Network Engineers across the Pacific, presented...
Career Development Advice for Network Engineers across the Pacific, presented...
APNIC
 
How God led me to DTS? Through many different signs and connections that I c...
How God led me to DTS? Through many different signs and connections that  I c...How God led me to DTS? Through many different signs and connections that  I c...
How God led me to DTS? Through many different signs and connections that I c...
AshishMohan57
 
Digital ethnography of the Polish darknet drug trade community
Digital ethnography of the Polish darknet drug trade communityDigital ethnography of the Polish darknet drug trade community
Digital ethnography of the Polish darknet drug trade community
Piotr Siuda
 
202254.com香蕉影视,沙丘2在线播放,沙丘2线上看,最新电影沙丘2在线,热门电影推荐,2024最新科幻片推荐。
202254.com香蕉影视,沙丘2在线播放,沙丘2线上看,最新电影沙丘2在线,热门电影推荐,2024最新科幻片推荐。202254.com香蕉影视,沙丘2在线播放,沙丘2线上看,最新电影沙丘2在线,热门电影推荐,2024最新科幻片推荐。
202254.com香蕉影视,沙丘2在线播放,沙丘2线上看,最新电影沙丘2在线,热门电影推荐,2024最新科幻片推荐。
yilin01100
 
Ontology for the semantic enhancement, database definition and management and...
Ontology for the semantic enhancement, database definition and management and...Ontology for the semantic enhancement, database definition and management and...
Ontology for the semantic enhancement, database definition and management and...
Edward Blurock
 
Network Security version1.0 - Module 3.pptx
Network Security version1.0 - Module 3.pptxNetwork Security version1.0 - Module 3.pptx
Network Security version1.0 - Module 3.pptx
Infotainmentforall
 
IPv6 Deployment Planning and Security Considerations
IPv6 Deployment Planning and Security ConsiderationsIPv6 Deployment Planning and Security Considerations
IPv6 Deployment Planning and Security Considerations
Bangladesh Network Operators Group
 
Top 50 Telephone Conversation Sample Examples For IT Industries.pdf
Top 50 Telephone Conversation Sample Examples For IT Industries.pdfTop 50 Telephone Conversation Sample Examples For IT Industries.pdf
Top 50 Telephone Conversation Sample Examples For IT Industries.pdf
Krishna L
 
Best CSS Animation Libraries for Web Developers
Best CSS Animation Libraries for Web DevelopersBest CSS Animation Libraries for Web Developers
Best CSS Animation Libraries for Web Developers
Shrestha Raaz
 
Software Defined Networking, Concepts and Practical Implementations
Software Defined Networking, Concepts and Practical ImplementationsSoftware Defined Networking, Concepts and Practical Implementations
Software Defined Networking, Concepts and Practical Implementations
Bangladesh Network Operators Group
 
Portugal Dreamin 24 - How to easily use an API with Flows
Portugal Dreamin 24  - How to easily use an API with FlowsPortugal Dreamin 24  - How to easily use an API with Flows
Portugal Dreamin 24 - How to easily use an API with Flows
Thierry TROUIN ☁
 
Do it again anti Republican shirt Do it again anti Republican shirt
Do it again anti Republican shirt Do it again anti Republican shirtDo it again anti Republican shirt Do it again anti Republican shirt
Do it again anti Republican shirt Do it again anti Republican shirt
exgf28
 
University of California, Riverside diploma
University of California, Riverside diplomaUniversity of California, Riverside diploma
University of California, Riverside diploma
eufdev
 
My President is bulletproof t shirts hoodie
My President is bulletproof t shirts hoodieMy President is bulletproof t shirts hoodie
My President is bulletproof t shirts hoodie
exgf28
 
Trump Assassination Shirt Trump Assassination Shirt
Trump Assassination Shirt Trump Assassination ShirtTrump Assassination Shirt Trump Assassination Shirt
Trump Assassination Shirt Trump Assassination Shirt
exgf28
 
Effective Tips for Creating the Best Rich Media Ads .pptx
Effective Tips for Creating the Best Rich Media Ads .pptxEffective Tips for Creating the Best Rich Media Ads .pptx
Effective Tips for Creating the Best Rich Media Ads .pptx
AirtoryInc
 
New York Institute of Technology degree Cert diploma offer
New York Institute of Technology degree Cert diploma offerNew York Institute of Technology degree Cert diploma offer
New York Institute of Technology degree Cert diploma offer
ubovu
 
Week 1 - Pendidikan Pancasila - Gr 1.docx
Week 1 - Pendidikan Pancasila - Gr 1.docxWeek 1 - Pendidikan Pancasila - Gr 1.docx
Week 1 - Pendidikan Pancasila - Gr 1.docx
JunaManroe1
 

Recently uploaded (20)

DASH, presented by Elly Tawhai at PacNOG 33
DASH, presented by Elly Tawhai at PacNOG 33DASH, presented by Elly Tawhai at PacNOG 33
DASH, presented by Elly Tawhai at PacNOG 33
 
Trump fist pump t shirts Trump fist pump t shirts
Trump fist pump t shirts Trump fist pump t shirtsTrump fist pump t shirts Trump fist pump t shirts
Trump fist pump t shirts Trump fist pump t shirts
 
Career Development Advice for Network Engineers across the Pacific, presented...
Career Development Advice for Network Engineers across the Pacific, presented...Career Development Advice for Network Engineers across the Pacific, presented...
Career Development Advice for Network Engineers across the Pacific, presented...
 
How God led me to DTS? Through many different signs and connections that I c...
How God led me to DTS? Through many different signs and connections that  I c...How God led me to DTS? Through many different signs and connections that  I c...
How God led me to DTS? Through many different signs and connections that I c...
 
Digital ethnography of the Polish darknet drug trade community
Digital ethnography of the Polish darknet drug trade communityDigital ethnography of the Polish darknet drug trade community
Digital ethnography of the Polish darknet drug trade community
 
202254.com香蕉影视,沙丘2在线播放,沙丘2线上看,最新电影沙丘2在线,热门电影推荐,2024最新科幻片推荐。
202254.com香蕉影视,沙丘2在线播放,沙丘2线上看,最新电影沙丘2在线,热门电影推荐,2024最新科幻片推荐。202254.com香蕉影视,沙丘2在线播放,沙丘2线上看,最新电影沙丘2在线,热门电影推荐,2024最新科幻片推荐。
202254.com香蕉影视,沙丘2在线播放,沙丘2线上看,最新电影沙丘2在线,热门电影推荐,2024最新科幻片推荐。
 
Ontology for the semantic enhancement, database definition and management and...
Ontology for the semantic enhancement, database definition and management and...Ontology for the semantic enhancement, database definition and management and...
Ontology for the semantic enhancement, database definition and management and...
 
Network Security version1.0 - Module 3.pptx
Network Security version1.0 - Module 3.pptxNetwork Security version1.0 - Module 3.pptx
Network Security version1.0 - Module 3.pptx
 
IPv6 Deployment Planning and Security Considerations
IPv6 Deployment Planning and Security ConsiderationsIPv6 Deployment Planning and Security Considerations
IPv6 Deployment Planning and Security Considerations
 
Top 50 Telephone Conversation Sample Examples For IT Industries.pdf
Top 50 Telephone Conversation Sample Examples For IT Industries.pdfTop 50 Telephone Conversation Sample Examples For IT Industries.pdf
Top 50 Telephone Conversation Sample Examples For IT Industries.pdf
 
Best CSS Animation Libraries for Web Developers
Best CSS Animation Libraries for Web DevelopersBest CSS Animation Libraries for Web Developers
Best CSS Animation Libraries for Web Developers
 
Software Defined Networking, Concepts and Practical Implementations
Software Defined Networking, Concepts and Practical ImplementationsSoftware Defined Networking, Concepts and Practical Implementations
Software Defined Networking, Concepts and Practical Implementations
 
Portugal Dreamin 24 - How to easily use an API with Flows
Portugal Dreamin 24  - How to easily use an API with FlowsPortugal Dreamin 24  - How to easily use an API with Flows
Portugal Dreamin 24 - How to easily use an API with Flows
 
Do it again anti Republican shirt Do it again anti Republican shirt
Do it again anti Republican shirt Do it again anti Republican shirtDo it again anti Republican shirt Do it again anti Republican shirt
Do it again anti Republican shirt Do it again anti Republican shirt
 
University of California, Riverside diploma
University of California, Riverside diplomaUniversity of California, Riverside diploma
University of California, Riverside diploma
 
My President is bulletproof t shirts hoodie
My President is bulletproof t shirts hoodieMy President is bulletproof t shirts hoodie
My President is bulletproof t shirts hoodie
 
Trump Assassination Shirt Trump Assassination Shirt
Trump Assassination Shirt Trump Assassination ShirtTrump Assassination Shirt Trump Assassination Shirt
Trump Assassination Shirt Trump Assassination Shirt
 
Effective Tips for Creating the Best Rich Media Ads .pptx
Effective Tips for Creating the Best Rich Media Ads .pptxEffective Tips for Creating the Best Rich Media Ads .pptx
Effective Tips for Creating the Best Rich Media Ads .pptx
 
New York Institute of Technology degree Cert diploma offer
New York Institute of Technology degree Cert diploma offerNew York Institute of Technology degree Cert diploma offer
New York Institute of Technology degree Cert diploma offer
 
Week 1 - Pendidikan Pancasila - Gr 1.docx
Week 1 - Pendidikan Pancasila - Gr 1.docxWeek 1 - Pendidikan Pancasila - Gr 1.docx
Week 1 - Pendidikan Pancasila - Gr 1.docx
 

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

  • 1. Building a Global Content Strategy: The next generation of thinking
  • 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
  • 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 Sapient - Working With The Most Recognized Brands
  • 6. Part 2: Some definitions
  • 7. 7 Content is Any information that is recorded.
  • 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 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 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 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 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. Part 3: Rules of engagement: the next generation of content strategy
  • 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. Part 4: Get to know Omni: your new best friend
  • 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 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 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. 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 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 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 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. Part 5: See performance-driven content as the new normal
  • 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 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 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 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. Part 6: Syndicated, social, curated …and content marketing
  • 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 “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 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 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 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 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. Part 7: Content ecosystem
  • 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 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 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 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. Part 7: Govern globally & contexually
  • 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 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 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 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 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 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!
  • 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 Chloe hopes you found this presentation useful!