content strategy for the multi-screen world - bolo 2012
TRANSCRIPT
Content Strategy for the multi-screen world
BOLO 2012 - October 8th 2012
Kim Lawless @kklawlessTeehan+Lax www.teehanlax.com
Who I am
‣Content Strategist at Teehan+Lax‣Teehan+Lax: De!ning and designing customer experience in the digital channel‣Helping brands and businesses navigate the multi-screen world
What do we mean by content?
The digital channel today
Content strategy for the
multi-screen world
What do we mean by content?
The digital channel today
Content strategy for the
multi-screen world
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Content ≠Marketing Copy
LongformBranded
InstructionalUser-generated
Systemic
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Longform Content
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Branded Content
Instructional Copy
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User-generated Content
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Systemic Content
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Content Strategy: A plan to deliver the right content to the right users in the right contexts
Content Strategy:‣ Helps identify the content users want and need‣ Makes a plan to create, deliver and manage that content‣ De!nes how content lives and "ows through the system
What do we mean by content?
The digital channel today
Content strategy for the
multi-screen world
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Technology has enabled a shift from passive consumer to
active customer
Multi-screen is how people spend their time
http://www.thinkwithgoogle.com/insights/featured/new-multi-screen-world-insight/
Multi-screen behavior changes according to context
http://www.thinkwithgoogle.com/insights/featured/new-multi-screen-world-insight/
People have different modes for consuming content
http://www.thinkwithgoogle.com/insights/featured/new-multi-screen-world-insight/
What do we mean by content?
The digital channel today
Content strategy for the
multi-screen world
Active customers expect to get the content they want and need, on any screen.
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Active customers expect atomized content.
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Content orbits active customers, not brands.
3772
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3772
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Multi-Screen Content Strategy plans for:‣ Content active customers want and need, on any screen‣ Content that can be freed from presentation and ‘atomized’‣ Content that orbits users, not brands
Start with the user
41Source: Forrester Research, Inc. Consumer Technographics
Kate SinclairUp-and-comer
Dayton, Ohio
27, Image-conscious
54 K income
Carries an iPhone
Meet KateKate is a Public Relations associate at Hill & Knowlton. She gets to use her excellent communication and multitasking skills on the job, and works with some pretty interesting clients.
Often influenced by what’s hot, she strives to own the best brands and likes to impress people with her lifestyle.
Kate dresses to impress and likes to show off her taste and style to other women who find her fashion sense an inspiration.
She has a active social life and likes to try new bars and restaurants with her friends. She keeps fit with classes at a Good Life club near her office and has recently gotten into running -- she’s thinking of running a 10k race this summer.
Digital BehaviourKate engages in the most diverse repertoire of digital activities. She has identities in prominent social networks and actively maintains a fashion blog.
Her primary device is her iPhone, which she relies on to keep in the loop. As soon as she learns something new, she discusses it with friends online and lures them to check out her most recent discoveries.
Active on social networks, she love to make social plans and keeping everyone updated about her latest adventures.
She is also an active online shopper, buying cosmetics and accessories on her favourite sites.
Plan for the behavior, not the technology
?
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Understand your client’s content
ecosystem
Know your content DNA
Content Strategy for theMulti-screen world
‣Start with the user‣Plan for the behavior, not the technology‣Understand your client’s content ecosystem‣Know your content DNA
Multi-screen content strategy is about learning about users and
serving them better, not just serving content on different screens.
Thanks!
Kim Lawless @kklawlessTeehan+Lax www.teehanlax.com