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Talent Base Case: Content Strategy


Published on content strategy. Presentation by Tuomas Manninen and Maria Tuuli at Talent Base - Nitor Breakfast Seminar on Dec 5th, 2012.

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Talent Base Case: Content Strategy

  1. 1. Nokia.comContent strategy5th of December 20121
  2. 2. Content strategy defines • key themes and messages, recommended topics, • content purpose (i.e., how content will bridge the space between audience needs and business requirements), • taxonomy (folksonomy), • content gap analysis, • content audit, • metadata frameworks and related content attributes, • content mapping and modeling, • search engine optimization (SEO), • metrics, analytics, KPI’s, • implications of strategic recommendations on content creation, publication, and governance.2
  3. 3. Why content strategy? A clear content creation framework has several benefits: • It helps create a consistent customer experience across all Nokia websites. • It helps create a unified Nokia brand image and consistently high content quality standards. • It ensures a good balance between business needs and customer needs. • It makes content creation faster and more cost efficient. • It simplifies content deployment and management. • It helps streamline operations and prevents time and resources being wasted on ‘reinventing the wheel’.3
  4. 4. Building blocks
  5. 5. Put simply, this document combines drivers and content types into a content creation framework for the different pages in the product journey. Drivers + Content types = Framework The needs of both the A mix of text, images Guidelines and rules business and the and rich assets that that define what customer, plus the can be used differently content should be ‘truths’ about the according to the needs. created when (and products. how).5
  6. 6. The drivers
  7. 7. Balancing the drivers This content framework balances the product characteristics, the needs of the user and the needs of the business. Business needs (marketing and branding) Business Customer needs based on journeys Customer Product Product truths7
  8. 8. Product priority: a closer look High priority Typically 4-6 models / 20-25% of core range Each high priority model should have a clear point of difference to other high priority models, e.g. one model High for business, one for style etc. Medium priority Typically 6-9 models / 30-40% of core range Medium There should be roughly 50% more medium priority models than high priority model Low priority Typically 10-15 models / 40-50% of core range Low There should be roughly 50% more low priority models than medium priority models No priority None Models not part of core range Usually older models or those of very low importance to the business8
  9. 9. Content depth The depth of content is the richness or detail available in different areasof the product journey. It’s like a volume control that can be dialled up or down depending on various factors. This framework balances the depth of different types of content, based on the product priority and lifecycle. This is important to ensure relevant content is prominent at different stages in the lifecycle.9
  10. 10. Controlling content depth10
  11. 11. Nokia.comContent management5th of December 201211
  12. 12. Efficiencies from ways of working Old way of working New way of working … 1st local 2nd local 3rd local ’n’th local Global content pool with localcontent pool content pool content pool content pool versions Local content managed by presentation layer, rules and metadata … …1st local site 2nd local site 3rd local site n’thlocal site 1st local site 2nd local site 3rd local site n’thlocal site version version version version view view view view
  13. 13. Three levels of localisation Global 1 Non-localised (e.g. videos & images) Translation 2 Global content translated by a translation agency 2. TRANSLATION Adaptation 3Volume of content Local placement of content Globally originated Origination 4 Locally created content content 1. GLOBAL 3. ADAPTATION Locally originated 4. ORIGINATION content Degree of localisation 13 Company Confidential © 2011 Nokia Filename.pptx v. 0.1 2011-03-31 Author [Edit via Insert > Header & Footer]
  14. 14. A mixture of localisation types to populate global page templates Product Overview Page14 Company Confidential © 2011 Nokia Filename.pptx v. 0.1 2011-03-31 Author [Edit via Insert > Header & Footer]
  15. 15. The localisation process includes both global and localstakeholders Key roles Responsibility description Global Responsible for assigning content to local markets and global publishing Content Manager Translation Agency Responsible for content translation Local Content Responsible for validating translated content, adaptation of content Manager placement and origination of local content, as well as local publishingLocal Base Language Responsible for validating base language translations on-behalf of own Validator and other base language sites Global Responsible for localisation process, process efficiency and Operations team improvements, issue handling, vendor management and other daily ops15 Company Confidential © 2011 Nokia Filename.pptx v. 0.1 2011-03-31 Author [Edit via Insert > Header & Footer]
  16. 16. Content management process (localisation ofglobal content) High-level overview of localisation process Content Global content Content validation, creation Content Content selection & adaptation & master site publishing optimization translation and/or creation origination• Global content • Global/local • Local validation of • Global/local creation selection of content translated content in publishing of• Master site upload & markets for translation tool & content localization preview • Content translation • Localisation of by a translation content agency and/or • Content adaptation and/ or • Content origination16
  17. 17. 0perational efficiency, web performance and page load1. Operational efficiency measures five main CMS workflow phases2. Web performance measures site availability3. Page load report measures site performance
  18. 18. Next steps18 Company Confidential © 2011 Nokia Filename.pptx v. 0.1 2011-03-31 Author [Edit via Insert > Header & Footer]
  19. 19. Thank you