denise kuschewski tnt content factory april 7 2016

SCALING CONTENT VELOCITY

Denise Kuschewski Head of Digital Content TNT denise.kuschewski@tnt.com

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Buying prescription glasses -> a lot of touch points

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Buying prescription glasses -> a lot of time

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WarbyParker -> buy online, confidence through content

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animated gif –> content that’s easy to create, easy to consume

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A

B TNT -> gets your package from point A to point B

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OFFLINE

TNT -> digital transformation

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ONLINE

Digital transformation -> to ignite shift from offline to online

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Build confidence

(with the right content)

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blank slate & mandate to build new content (to engage + convert)

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TNT Content Landscape

•  Accountability

•  Measurement

•  Content =

Business Asset

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It’s all about us…

when it should be about you.

(“outside-in” approach to new content)

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Make It

Easy

Content Creation Formula “In-house” Content Factory

3 digital transformation themes

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Make It

Easy

Content Creation Formula “In-house” Content Factory •  Simple word

choice

•  8th grade

readability level

•  Highest success

rate

•  Gather facts

•  Fresh set of eyes

•  Storytelling opportunities

•  Content = business asset •  Gain control •  Consistency, quality, velocity

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“Consistency will always trump delight. ”

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Master Terminology List

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Reusable

Content “Snacks”

21 BEFORE AFTER

content snack -> atomic piece of content

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centralized localization process

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The Content Factory (1 year later)

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EVERYONE WANTS CONTENT

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EVERYONE WANTS CONTENT

…yesterday

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REQUESTS COME FROM EVERYWHERE

Digital Marketing Product Development

Offline Marketing

Internal Communications

Local Marketing teams

Special Services teams

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countries master languages country-specific language variations

CONTENT AT SCALE

220 37

110

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CONTENT FACTORY SERVICES OFFERED

COPYWRITING

LOCALIZATION

ACTIVATION

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CONTENT FACTORY ROLES

BUSINESS ANALYST

COPYWRITER

CONTENT MANAGER

PROJECT MANAGER

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Copywriting

Localization

Activation

A FEW MORE LESSONS LEARNED…

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Copywriting

balance

quality &

velocity

Localization

really “own” relationship with LSP gain local support

Activation

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SO THERE YOU HAVE IT! THE TNT CONTENT FACTORY

THANK YOU!

Get in touch: Denise Kuschewski Head of Digital Content TNT denise.kuschewski@tnt.com