content strategy - ux principles
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UXtrategy
UxtrategyContent Strategy : UX Principles
Building User Experience through Strategic Content Marketing
Traditional marketing and advertising is telling the world you’re a rock star. Content Marketing is showing the world that you are one.
Robert Rose – Author ‘Managing Content Marketing’
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Step 1: Persona BuildingBehavioral Analysis of users to
determine personas that represent your target audience.
Step 2: StrategizationCreation of content strategy
targeted at the personas.
Step 3: Calendar Creation of a Content Calendar & Content Curation accordance
with strategy & insights.
Step 4: EvolutionPost implementation analysis on a
weekly level to maintain & enhance content strategy.
Content Strategy
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Step 1: User Research & Persona Building
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Demographics
Behavioral Nuances
User Goals & Aspirations
Step 2 : Strategic Content Planning
Now that we know who they are. How can we help them achieve their goals & aspirations
with content that we offer?
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Tips & TricksMyth Busting
Product Applications
Expert AdviceAnalytics
Personality Development
Market Insights
Tech News Relationship Advice Career Tips
Step 3: Content Curation
Content Creation
Curation Refurbishing
already available content
Content Creation
Determination of content vehicle
i.e. Wiki, Facebook, LinkedIn, Twitter
Determination of Content i.e. Article,
Demo, Guest Post
Research
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Best Practices
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Content Sourcing
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Content Repackaging
Infographics Quizzes Widgets Guest Posts Product Demo
Myths Playbook Guides Blog Posts
Tips & Tricks White Papers Webinars Articles E-Books
NewslettersAnalyst Reports
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Vehicles & Platforms
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Internet SMS MMS Mobile Internet
Step 4 : Analytics & Insights
Advertisin
g
Automotives -...
Automotives &...
Dating & Relat...
Fashion - M
a...
Fashion - S
tyle
Gaming
Lifesty
le
Movies - Bol...
Music - E
nglish
Music - I
ntern...
Profilin
g
Sports - F
oot...
Sports - G
ossip
Step-out
Grand Total0%
10%
20%
30%
40%
50%
60%
MONTH 1 MONTH 2 MONTH 3
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Ongoing Efforts for Strategy Evolution
Content Strategy
Responsiveness Metrics
Feedback from Users &
Management
Removal of Unsuccessful Content Lines
Roadmap for Marketing Strategy
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How does it fit in with your Social Strategy?
Content Strategy
Content >>
<< Analytics
Social Media
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Be Armed with Answers BEFORE you go social
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Case Study – Blyk
Blyk – A Mobile Magazine for the Youth.Sample of an Evolving Content Strategy with Data Insights to drive
growth.
Case Study
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Step 1: Deep Dive Research
You could be producing amazing content but if it doesn’t
resonate with target audience, it’s moot point. #CMWorld - Bright Fox Media @BrightFoxMedia
Case Study
Identifying Subjects of Interest
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Informal SurveysUXtrategy Case Study
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Step 2: Building Personas
How else will you know who you’re creating content for? Or what they need?
#CMworld - Ardath Albee @ardath421
Case Study
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Sample Blyk Persona - Abilash Nathani Delhi | 16yrs | Male | 10th Class | St. Marks Public School
Abhilash – the person•Rides a bike – listens to music while on the bike•Plays all kinds of sports / pool •Watches cricket / snooker •Listens to trance and Bollywood experimental •Plans to become a chartered accountant
Abhilash – family background•Dad business man / Mom housewife•Brother abroad studying•Very close to his mom
Abhilash – in school•Has a core group•Is not a leader, but a thought leader where he’s respected for his views on gadgets/bikes/cars etc. He’s asked for help in notes etc.
Abhilash – financial situation•Family fairly well-off•He gets an allowance as well as hits his mom for an extra now and then•His mobile recharge is part of his pocket money
Case Study
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Sample Blyk Persona - Priyanka Mohan Lucknow | Female | 20yrs | 2nd year | IT collegePriyanka– the person•Slightly double personality. One person in front of parents, another outside•Reads, listens to rock and soft romantic music•Watches movies with her friends•Studies but can’t pay too much attention
Priyanka– the family background•One of three children. Two elder brothers•Lives a protective life•Has to be very traditional at home but is really funky outside
Priyanka– the family background•One of three children. Two elder brothers•Lives a protective life•Has to be very traditional at home but is really funky outside
Priyanka– Finances•Family doesn’t have loose purse strings but the situation is comfortable. She doesn’t want for anything unless it is super expensive•Pays her recharge amount from her own allowance
Case Study
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Sample Blyk Persona - Tony JosephBangalore | Male | 24 yrs | Wipro InfotechTony – the person•Flashy personality - flirty•Stays alone so has bachelorly habbits•Likes to cook and make cocktails for guests. Is houseproud.
Tony – family background•South Indian christian living in Bangalore•Has a younger sister ready to be married in a couple of years•Disciplined upbringing•Does not have a girlfriend yet, nor is planning to have one until he makes something of himself.Tony – at work•Newly corporate•Is seen moving in the right circles•Does all the right things•Likes to socialize with his office colleagues as well as his friends
Tony – Finances•Earns his own money•Does not need to send money home although he saves because he knows he will have to contribute towards his sisters marriage•Likes to spend on gadgets, clothes and his new car•Pays his own bill, but is not so price sensitive
Case Study
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Step 3: Customized Content Plan
While content does not always have to be detailed and lengthy, it should be
high-quality, interesting, and well-planned.
John Bottom (@basebot)
Case Study
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Bike
Trance
Bollywood experimental
Gadgets
Pool/ Snooker
Heavy metal
Gossip
Fashion
Soft romantic music
PJs
Trivia
Cars
Rock
Jokes
CelebritiesCricket
Determine Subjects to Drive StrategyCase Study
04/08/2023 25
What it translates to…Case StudyUXtrategy
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Step 4 - Optimizing Content Strategy
Without analytics to add additional insight – you only get half the picture.
#cmworld - Angela Dunn @blogbrevity
Case Study
Growth of Personas through feedback
27
Profiled content
Negative profiling
Implicit profiling
Explicit profiling
Responsive trends from
users
What users explicitly say
‘yes’ to
What users explicitly say
‘No’ to
Case StudyUXtrategy
28
The Growth of the Blyk Content Strategy
• Inferences from analysis of successful posts were fed back into the the tonality of the content. Yield – Increase in response rate by 1-2%
Tightening up Tonality
• Content Verticals had a two pronged effect. Branding & Customer Relationship Building.
Creation of Content Verticals
• Language regionalization engaged silent audience.
• Subject regionalization increased satisfaction
Regionalization
Case StudyUXtrategy
Content VerticalsContent Verticals bring the brand forward for users to interact with.
The verticals are made around subjects that are proven to be successful.
Content Verticals can be developed for sponsorship revenue generation also.
Case StudyUXtrategy
04/08/2023 30
Hindi
Hindi
Hindi
Hindi
Hindi
Hindi
Lang
uage
Loc
aliza
tion
Punjab 3% 5%
UP-East 2% 5%
Haryana 5% 8%
Bihar 0.5% 1.5%
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31
EventsSu
bjec
t Reg
iona
lizati
on
Bengali Bands &
Music
Southern Bands & Music
Tamil Movies
Events
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The North East was 10%
of the total audience. 49%
of all responses came from the NE Region.
Breaking New Ground
Contextu
al Ed
ucatio
n
Sentiment Analysis revealed that users thought the service was paid. A contextual education campaign reduced the ‘Expensive’ sentiment to 5-6% <1%.
Extensive
Profiling
The audience was profiled on a regular basis to upkeep personas and content strategy foundations.
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For Profiled Content
30% AverageUp to
80%
For Universal Content
5% AverageUp to
20%
Response Rates
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UXtrategy: Ekta Rohra JafriHave questions about content strategy and how it can help
you?Want to discuss your current
content strategy?Want to run a content audit to
see if your strategy matches your target audience?
9818282173ekta.jafri@gmail.com
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