Content Strategy: Connecting the dots between business, brand, and benefits

© 2012 Intentional Design Inc. www.intentionaldesign.ca

Rahel Anne Bailie @rahelab

Content Strategy

Business communications

Technical communication

IA/Usability Content/info management

Today’s mission

Brand

Business

Benefits

Content Strategy

“That sucks”

“I can’t find…”

“Try another

site”

Consumer responses: simple and immediate

Long-term support

relationship with vendor

Identifies a business need

Assesses expertise and

evaluates reputation

Seeks out and

differentiates solutions

Upgrades or renews

relationship

Makes purchase

Customer lifecycle

Long-term support relationship with vendor

Identifies a business

need

Assesses expertise and

evaluates reputation

Seeks out and

differentiates solutions

Upgrades or renews

relationship

Makes purchase

Lifecycle, adjusted for time per phase

Hang on, I’m busy.

Marketing material

Case studies

White papers

Hey, how ya been?

Welcome, here are some

instructions

Lifecycle, as perceived by customer

Hang on, I’m busy.

Marketing material

Case studies

White papers

Hey, how ya been?

Welcome, here are some

instructions

Lifecycle, as perceived by organization

Infidelity

Divorce

Content is a valuable business asset.

What do you work on?

Web communications

Digital strategy

CONTENT

Web refresh projects

Brand communications

Sales & support

Social media

Marketing campaigns

Development and design

Engagement

• HP reports that 90% of products are sold on the basis of content alone

• A search for “Sony Braviax” shows “manual” as the top search result

…and here, too

Content deserves to be managed well.

- Comprehension Trust

- Perception Brand

- Customer loyalty Profitability

Product differentiation

Cost impact

Customer profitability

Capacity (potential output)

No. of competitors

Switchability

No. of users/customers

Entry barriers

Overhead

Variable cost

Relative service

Relative market share

Product performance

Customer price sensitivity

Capital intensity

Level of service

Relative perceived value

Relative costs

Profitability

Market attractiveness (ROI)

Competitive position (IRR)

Brand

Trust

Efficiency

Sweet spot

Brand

Trust

Efficiency

The X Factor

Much smaller sweet spot

“Do something cool.” “Let’s be cautious.” “Do it my way.”

Content curation:

• Tells stories

• Recombines content to create new contexts

• Promotes comprehension

• Makes knowledge out of information

ICING IS NOT CAKE

Content strategy starts before the site.

Content starts at search…

May 25, 2011

2 days after volcanic eruption

( = international roaming)

( = SIM card)

…into a happy marriage of content and UX

“This Visa interface is great. I can download each

statement, by month, for the last year.”

1

2:00 PM 2:15 PM

“Vancity is great. I can enter the dates and

download a whole year at a time, for the last two years –

in a single transaction.”

2 “Visa’s monthly download is driving me bananas. Why

doesn’t Visa get it together?” 3

2:18 PM 2:16 PM

Let’s fix this.

201x and beyond

Match needs to achieve the bigger goal

Seamless experience

• Quick to realize use

• Frictionless adoption

• Meets known need

User delight

• Intuitive experience

• Immediate value

• Unexpected perks

Organizational expectations

Consumer expectations

Business benefit

• Competitive advantage

• Customer engagement

• Upsell of other products

Business efficiency

• Reduces operational costs

• Faster time to market

• Expansion of scope

Content Strategy: Connecting the dots between business, brand, and benefits

© 2012 Intentional Design Inc. www.intentionaldesign.ca

Rahel Anne Bailie @rahelab

Thank you