denise kuschewski tnt content factory april 7 2016
TRANSCRIPT
2
Buying prescription glasses -> a lot of touch points
3
Buying prescription glasses -> a lot of time
4
WarbyParker -> buy online, confidence through content
5
6
animated gif –> content that’s easy to create, easy to consume
7
A
B TNT -> gets your package from point A to point B
8
OFFLINE
TNT -> digital transformation
9
ONLINE
Digital transformation -> to ignite shift from offline to online
10
Build confidence
(with the right content)
11
blank slate & mandate to build new content (to engage + convert)
12
TNT Content Landscape
• Accountability
• Measurement
• Content =
Business Asset
13
14
It’s all about us…
when it should be about you.
(“outside-in” approach to new content)
15
Make It
Easy
Content Creation Formula “In-house” Content Factory
3 digital transformation themes
16
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
17
18
“Consistency will always trump delight. ”
19
Master Terminology List
20
Reusable
Content “Snacks”
21 BEFORE AFTER
content snack -> atomic piece of content
23
centralized localization process
24
The Content Factory (1 year later)
26
EVERYONE WANTS CONTENT
27
EVERYONE WANTS CONTENT
…yesterday
28
REQUESTS COME FROM EVERYWHERE
Digital Marketing Product Development
Offline Marketing
Internal Communications
Local Marketing teams
Special Services teams
29
countries master languages country-specific language variations
CONTENT AT SCALE
220 37
110
30
CONTENT FACTORY SERVICES OFFERED
COPYWRITING
LOCALIZATION
ACTIVATION
31
CONTENT FACTORY ROLES
BUSINESS ANALYST
COPYWRITER
CONTENT MANAGER
PROJECT MANAGER
32
Copywriting
Localization
Activation
A FEW MORE LESSONS LEARNED…
33
Copywriting
balance
quality &
velocity
Localization
really “own” relationship with LSP gain local support
Activation
34
SO THERE YOU HAVE IT! THE TNT CONTENT FACTORY
