are you content with your content?
TRANSCRIPT
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Mark Hopkins, Client Services Director, ORM 30 June 2015
#DigitisePS
Content with your content?
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Why content?
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Need or marketing idea > Internal approval >
Brief >IT implementation or agency >
Design/build >Content load >
Test >Deploy
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But… What about mobile? What about search?
Who is you audience? What is your data telling you?
Is your content working? Is it frequent enough?
Of value?
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We’ve got to get away from this…
No personalisation, bad UX Old-style marketing… no value to me.
Lengthy article templates, not mobileNo hierarchy of content; hard to find valuable content
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And get to this…
Content merchandising; consumable Brilliant narrative; instructive; persuasion architecture
Brilliant, UX, content that breathes and is succinct Poor UI, but valuable content distributed well
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So what is Content Strategy and why is it important?
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Content is…
Web Video
Social
Mobile
Tablet
DM
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“The strategic planning and management of content creation for maximum effectiveness.
“It involves elements of UX: designing content that is user friendly and meets user needs”
@contentchampion
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It’s now more integralOld digital
Brief Project SOW Design Develop Content
load Testing Deploy
Content Content
New digital
ContentContent
Brief Discovery Content load Testing DeployDevelopProject
SOWDefine Maintain
Content ContentContent
AuditMapping
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It is also now a discipline
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So why is this relevant to me in my professional services role?
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Case study: • In 2013 I worked on a global template for a large Professional Services firm.
• The brief was innovation focused: to push the boundaries of UX and browsing behaviour.
• The result was a set of wireframes and designs that did that…
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There were, however, problems: • Content wasn’t part of the planning
• Each member firm had to load and prepare their own content
• The site had multiple breakpoints, which made hyphenation a common problem
• They had under-estimated the state of their content and its lack of preparedness
• In short, they had a site – with no content
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The result… • In short, content wasn’t part of the planning… and it cost US$$$
to fix and maintain
• Meanwhile, the current site sat untouched and continued in its place for another 9 months
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The key is to make a content the focus of your marketing activity
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Digital consumers are losing patience:
• Since 2000, attention has dropped to eight seconds
• 40% leave sites that don’t load in 3 seconds
• 43% of us abandon emails if they take > 30 seconds to read
• 32% tune out if you don’t make the point in 15 seconds
• And, most worryingly, 74% lose interest in presentations if the key point is not made in 60 seconds
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Customer expectations are higher than ever before: • They want analysis – so consider time to market
• They want content that engages AND inspires – so think about relevancy
• They want it distributed to them, when they want it – so think about channel and time
• The want it where they frequent and on device they prefer – so consider off-siting
• They want it in a format that makes it digestible, memorable and useful
• Lastly, tone of voice. Pick a consistent narrative that explains you
• Importantly, set your standards and stick to them
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Heard about the Marshmallow test?
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How do you make your business focus on content?
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ZMOT
As this amazing book by Google demonstrates, digital content done well will win the battleground for micro moments in our daily lives
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“Don’t make decisions related to content based upon assumptions.
There are no mandates. Best practice may not apply to you.”
@halvorson
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Create rules… • If you don’t know your audience, I.D. them
• If you don’t have content you’re proud of – pull it
• If I.T. are driving digital change, make sure they don’t have the keys
• Metrics: if you’re not set up to monitor behaviour – start now
• Place content and data people in your marketing function
• Consult a specialist… content strategies, done well pay for themselves
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• Audit
• Personas
• Make story-telling a focus
• Tone of voice
• Take ownership – process
• Create rules for your comms
• Personalisation
• Comms architecture
• Content mapping
• Content calendar
• Contact strategy
• Search
10 differences a content strategist can make
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A few last words…
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“If the holy grail is a customised and personalised experience at every touch point,
then you are only going to achieve this with the help of a content strategist.”
– Digital marketing magazine
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“No one’s going to care about the implementation, it’s the content
we’ll be judged on.”> Marketing Director in this room
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“No-one remembers the facts, they only every remember the story”
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Case study:
• McKinsey’s Insights app.
• It has been downloaded 500k times.
• It serves me content to my preference during my commute times.
• It is served in a consumable format and is extremely well written with takeaways, infographics and video.