nascom.be user based digital content strategy
DESCRIPTION
This presentation shows the strategy & different steps to a successful implementation of a digital roadmap into your company.TRANSCRIPT
NASCOM.BE USER BASED DIGITAL CONTENT STRATEGY A FRAMEWORK FOR EFFECTIVE CONTENT
YVES FERKET - 03/2013
Crea%ng content that • solves ques%ons • sa%sfies needs… • and appeal to emo%ons in every stage of the user cycle
USER BASED DIGITAL CONTENT STRATEGY
USER BASED DIGITAL CONTENT STRATEGY
“Technically, content can be anything that appears online (on a on a website, facebook,…) including words, pictures, video, sounds, downloadable files (PDF), buEons, icons, logos…”
"the prac%ce of planning for the iden%fica%on, crea%on, delivery, maintenance and measurement of useful, usable content"
USER BASED DIGITAL CONTENT STRATEGY
Why is the content required How is the content produced For whom is the content produced By whom is the content created With what is the content created When (and how oKen) is the content created Where is the content placed Did the content perform Was the content worth sharing Was the content found
USER BASED DIGITAL CONTENT STRATEGY
Design: Where on our site… Do we place what content… And what should it contain
Discovery: What content… For who… Do we have… Do we need to create By who for how many $’s
Delivery: For which channels… Will which people create… What content, for what price… and on which regular basis
Deploy: Brief the correct people to create and put the content online
Drive: Use Digital marketing to spread the content
Measure: Measure which content is shared, engaging, popular.
CONTENT DISCOVERY
Design: Where on our site… Do we place what content… And what should it contain
Discovery: What content… For who… Do we have… Do we need to create By who for how many $’s
Delivery: For which channels… Will which people create… What content, for what price… and on which regular basis
Deploy: Brief the correct people to create and put the content online
Drive: Use Digital marketing to spread the content
Measure: Measure which content is shared, engaging, popular.
Design: Where on our site… Do we place what content… And what should it contain
Discovery: What content… For who… Do we have… Do we need to create By who for how many $’s
Delivery: For which channels… Will which people create… What content, for what price… and on which regular basis
Deploy: Brief the correct people to create and put the content online
Drive: Use Digital marketing to spread the content
Measure: Measure which content is shared, engaging, popular.
Design: Where on our site… Do we place what content… And what should it contain
Discovery: What content… For who… Do we have… Do we need to create By who for how many $’s
Delivery: For which channels… Will which people create… What content, for what price… and on which regular basis
Deploy: Brief the correct people to create and put the content online
Drive: Use Digital marketing to spread the content
Measure: Measure which content is shared, engaging, popular.
Goals & Objectives
Design: Where on our site… Do we place what content… And what should it contain
Discovery: What content… For who… Do we have… Do we need to create By who for how many $’s
Delivery: For which channels… Will which people create… What content, for what price… and on which regular basis
Deploy: Brief the correct people to create and put the content online
Drive: Use Digital marketing to spread the content
Measure: Measure which content is shared, engaging, popular.
Audience: Personas
RingoProfile: Existing customer - IT-minded
Age: 29 years
Family: Single
Job: Drummer in a band
Far far away, behind the word mountains, far from the countries Vokalia and Consonantia, there live the blind texts.
Separated they live in Bookmarksgrove right at the coast of the Semantics, a large language ocean. A small river
named Duden flows by their place and supplies it with the necessary regelialia.
It is a paradisematic country, in which roasted parts of sentences fly into your mouth. Even the all-powerful
Pointing has no control about the blind texts it is an almost unorthographic life One day however a small line of
blind text by the name of Lorem Ipsum decided to leave for the far World of Grammar.
The Big Oxmox advised her not to do so, because there were thousands of bad Commas, wild Question Marks
and devious Semikoli, but the Little Blind Text didn’t listen. She packed her seven versalia, put her initial into the
belt and made herself on the way.
When she reached the first hills of the Italic Mountains, she had a last view back on the skyline of her hometown
Bookmarksgrove, the headline of Alphabet Village and the subline of her own road, the Line Lane. Pityful a
rethoric question ran over her cheek, then
"Quote behind the word mountains, far from the countries Vokalia"
Computer competency
Product
Terminology /
Categories
Knowledge
Availability
Simplicity
Accesibility
Drivers
Choice
Touchpoints▪ Far far away, behind the word mountains, far from the
countries Vokalia and Consonantia▪ Separated they live in Bookmarksgrove right at the coast
of the Semantics, a large language ocean▪ A small river named Duden flows by their place and
supplies it with the necessary regelialia▪ It is a paradisematic country, in which roasted parts of
sentences fly into your mouth▪ Even the all-powerful Pointing has no control about the
blind texts it is an almost unorthographic life One day however a small line of blind text by the name of Lorem Ipsum decided to leave for the far World of Grammar
▪ The Big Oxmox advised her not to do so, because there were thousands of bad Commas, wild Question Marks and devious Semikoli, but the Little Blind Text didn’t listen
▪ Far far away, behind the word mountains, far from the countries Vokalia and Consonantia
▪ Separated they live in Bookmarksgrove right at the coast of the Semantics, a large language ocean
▪ A small river named Duden flows by their place and supplies it with the necessary regelialia
▪ It is a paradisematic country, in which roasted parts of sentences fly into your mouth
▪ Even the all-powerful Pointing has no control about the blind texts it is an almost unorthographic life One day however a small line of blind text by the name of Lorem Ipsum decided to leave for the far World of Grammar
▪ The Big Oxmox advised her not to do so, because there were thousands of bad Commas, wild Question Marks and devious Semikoli, but the Little Blind Text didn’t listen
Goals▪ Far far away, behind the word mountains, far from the
countries Vokalia and Consonantia▪ Separated they live in Bookmarksgrove right at the coast
of the Semantics, a large language ocean▪ A small river named Duden flows by their place and
supplies it with the necessary regelialia▪ It is a paradisematic country, in which roasted parts of
sentences fly into your mouth▪ Even the all-powerful Pointing has no control about the
blind texts it is an almost unorthographic life One day however a small line of blind text by the name of Lorem Ipsum decided to leave for the far World of Grammar
▪ The Big Oxmox advised her not to do so, because there were thousands of bad Commas, wild Question Marks and devious Semikoli, but the Little Blind Text didn’t listen
Content Questions Pains▪ Far far away, behind the word mountains, far from the
countries Vokalia and Consonantia▪ Separated they live in Bookmarksgrove right at the coast
of the Semantics, a large language ocean▪ A small river named Duden flows by their place and
supplies it with the necessary regelialia▪ It is a paradisematic country, in which roasted parts of
sentences fly into your mouth▪ Even the all-powerful Pointing has no control about the
blind texts it is an almost unorthographic life One day however a small line of blind text by the name of Lorem Ipsum decided to leave for the far World of Grammar
▪ The Big Oxmox advised her not to do so, because there were thousands of bad Commas, wild Question Marks and devious Semikoli, but the Little Blind Text didn’t listen
Goal 03
Goel 01
Goal 02
Goals
Goel 04
Design: Where on our site… Do we place what content… And what should it contain
Discovery: What content… For who… Do we have… Do we need to create By who for how many $’s
Delivery: For which channels… Will which people create… What content, for what price… and on which regular basis
Deploy: Brief the correct people to create and put the content online
Drive: Use Digital marketing to spread the content
Measure: Measure which content is shared, engaging, popular.
Customer ContentJourney
Customer ContentJourney
Personas content questions:"what's in it for me?"
The user
Channels
Awareness Conversion UsageStages SupportConsideration
"maybe I need this product"
"these look like fine
candidates"
"I'm going for this product
X by brand Y"
"I'm a happy user of product X. You
should use it to"
"Please send me spare parts..."
John
Paul
Ringo
George
"What Exactly can I do with this?"
"Why is X bettter than Y?"
"I love X's features…but Y's price"
"I'm looking for a product that will do task A"
…sees Paul sharing product X and clicks on it
…shares product X on facebook
buys product X online
"Does product X also has that feature I saw on product
Y?"
Sees product X reviews, decides and looks up a
dealer on their site
Posts a video off him using product X
Orders spare parts online after 2 years of usage
sees comparison chart of prices & features, decides on product X
…reads forums on product X, finds it an interesting
product
…sees product X again on an ad, clicks and buys
…is not satisfied and wants to return product X
Awareness: Knowing your Brand/product/service exists
Considera%on: Putting your Brand/product/service on the shortlist
Conversion: Buying your Brand/product/service
Usage: Using your Brand/product/service
Support: Look for support your Brand/product/service
Customer ContentJourney
Personas content questions:"what's in it for me?"
The user
Channels
Awareness Conversion UsageStages SupportConsideration
"maybe I need this product"
"these look like fine
candidates"
"I'm going for this product
X by brand Y"
"I'm a happy user of product X. You
should use it to"
"Please send me spare parts..."
John
Paul
Ringo
George
"What Exactly can I do with this?"
"Why is X bettter than Y?"
"I love X's features…but Y's price"
"I'm looking for a product that will do task A"
…sees Paul sharing product X and clicks on it
…shares product X on facebook
buys product X online
"Does product X also has that feature I saw on product
Y?"
Sees product X reviews, decides and looks up a
dealer on their site
Posts a video off him using product X
Orders spare parts online after 2 years of usage
sees comparison chart of prices & features, decides on product X
…reads forums on product X, finds it an interesting
product
…sees product X again on an ad, clicks and buys
…is not satisfied and wants to return product X
Awareness: Knowing your Brand/product/service exists
Considera%on: Putting your Brand/product/service on the shortlist
Conversion: Buying your Brand/product/service
Usage: Using your Brand/product/service
Support: Look for support your Brand/product/service
Personas content questions:"what's in it for me?"
Content Model > Product Visuals
Awareness Conversion UsageStages SupportConsideration
"maybe I need this product"
"these look like fine
candidates"
"I'm going for this product
X by brand Y"
"I'm a happy user of product X. You
should use it to"
"Please send me spare parts..."
John
Paul
Ringo
George
"What Exactly can I do with this?"
"Why is X bettter than Y?"
"I love X's features…but Y's price"
"I'm looking for a product that will do task A"
…sees Paul sharing product X and clicks on it
…shares product X on facebook
buys product X online
"Does product X also has that feature I saw on product
Y?"
Sees product X reviews, decides and looks up a
dealer on their site
Posts a video off him using product X
Orders spare parts online after 2 years of usage
sees comparison chart of prices & features, decides on product X
…reads forums on product X, finds it an interesting
product
…sees product X again on an ad, clicks and buys
…is not satisfied and wants to return product X
> Features & Benefits list or Matrix. FAQ
> Facebook Campaign
> Google Remarketing campaign
> SEO
> SEA
> Product usage video
> FAQ & Manuals
>Testimonials
> Special offers
Design: Where on our site… Do we place what content… And what should it contain
Discovery: What content… For who… Do we have… Do we need to create By who for how many $’s
Delivery: For which channels… Will which people create… What content, for what price… and on which regular basis
Deploy: Brief the correct people to create and put the content online
Drive: Use Digital marketing to spread the content
Measure: Measure which content is shared, engaging, popular.
Content Analysis
Content Inventory
Content Ideation
Content Gap Analysis
Content Keywords
Design: Where on our site… Do we place what content… And what should it contain
Discovery: What content… For who… Do we have… Do we need to create By who for how many $’s
Delivery: For which channels… Will which people create… What content, for what price… and on which regular basis
Deploy: Brief the correct people to create and put the content online
Drive: Use Digital marketing to spread the content
Measure: Measure which content is shared, engaging, popular.
Content Analysis
Content Inventory
Content Ideation
Content Gap Analysis
Content Keywords
Design: Where on our site… Do we place what content… And what should it contain
Discovery: What content… For who… Do we have… Do we need to create By who for how many $’s
Delivery: For which channels… Will which people create… What content, for what price… and on which regular basis
Deploy: Brief the correct people to create and put the content online
Drive: Use Digital marketing to spread the content
Measure: Measure which content is shared, engaging, popular.
Content Analysis
Content Inventory
Content Ideation
Content Gap Analysis
Content Keywords
Design: Where on our site… Do we place what content… And what should it contain
Discovery: What content… For who… Do we have… Do we need to create By who for how many $’s
Delivery: For which channels… Will which people create… What content, for what price… and on which regular basis
Deploy: Brief the correct people to create and put the content online
Drive: Use Digital marketing to spread the content
Measure: Measure which content is shared, engaging, popular.
Content Analysis
Content Inventory
Content Ideation
Content Gap Analysis
Content Keywords
SOURCE: HTTP://BLOG.ELOQUA.COM/THE-CONTENT-GRID-V2/
Design: Where on our site… Do we place what content… And what should it contain
Discovery: What content… For who… Do we have… Do we need to create By who for how many $’s
Delivery: For which channels… Will which people create… What content, for what price… and on which regular basis
Deploy: Brief the correct people to create and put the content online
Drive: Use Digital marketing to spread the content
Measure: Measure which content is shared, engaging, popular.
Content Analysis
Content Inventory
Content Ideation
Content Gap Analysis
Content Keywords
Ideal Keyword!
High Volume many searches/
month
Low Competition Weak sites/pages in top
10
High Value large % of visitors
convert
Design: Where on our site… Do we place what content… And what should it contain
Discovery: What content… For who… Do we have… Do we need to create By who for how many $’s
Delivery: For which channels… Will which people create… What content, for what price… and on which regular basis
Deploy: Brief the correct people to create and put the content online
Drive: Use Digital marketing to spread the content
Measure: Measure which content is shared, engaging, popular.
Content Analysis
Content Inventory
Content Ideation
Content Gap Analysis
Content Keywords
Ideal Keyword!
High Volume many searches/
month
Low Competition Weak sites/pages in top
10
High Value large % of visitors
convert
Design: Where on our site… Do we place what content… And what should it contain
Discovery: What content… For who… Do we have… Do we need to create By who for how many $’s
Delivery: For which channels… Will which people create… What content, for what price… and on which regular basis
Deploy: Brief the correct people to create and put the content online
Drive: Use Digital marketing to spread the content
Measure: Measure which content is shared, engaging, popular.
Content Budget
Content Team
Design: Where on our site… Do we place what content… And what should it contain
Discovery: What content… For who… Do we have… Do we need to create By who for how many $’s
Delivery: For which channels… Will which people create… What content, for what price… and on which regular basis
Deploy: Brief the correct people to create and put the content online
Drive: Use Digital marketing to spread the content
Measure: Measure which content is shared, engaging, popular.
Content Budget
Content Team
Who is the editor-‐in-‐chief? Who creates the content? Always take account of the context? Do you have in-‐house wri<ng or video talent? Don’t forget external content. Connect with influen<al people within your category
Design: Where on our site… Do we place what content… And what should it contain
Discovery: What content… For who… Do we have… Do we need to create By who for how many $’s
Delivery: For which channels… Will which people create… What content, for what price… and on which regular basis
Deploy: Brief the correct people to create and put the content online
Drive: Use Digital marketing to spread the content
Measure: Measure which content is shared, engaging, popular.
Content Budget
Content Team
IMAGE SOURCE: HTTP://WWW.GLOBAL-INTEGRATION.COM/
CONTENT DESIGN
Design: Where on our site… Do we place what content… And what should it contain
Discovery: What content… For who… Do we have… Do we need to create By who for how many $’s
Delivery: For which channels… Will which people create… What content, for what price… and on which regular basis
Deploy: Brief the correct people to create and put the content online
Drive: Use Digital marketing to spread the content
Measure: Measure which content is shared, engaging, popular.
Design: Where on our site… Do we place what content… And what should it contain
Delivery: For which channels… Will which people create… What content, for what price… and on which regular basis
Deploy: Brief the correct people to create and put the content online
Drive: Use Digital marketing to spread the content
Measure: Measure which content is shared, engaging, popular.
Map content on Site
Meta Info
Goal Match
Persona Match
Purpose
Tone of Voice
Team Member
Goal 1 Goal 2 Goal 3 Goal 4 Goal 5
Content Templates
Design: Where on our site… Do we place what content… And what should it contain
Delivery: For which channels… Will which people create… What content, for what price… and on which regular basis
Deploy: Brief the correct people to create and put the content online
Drive: Use Digital marketing to spread the content
Measure: Measure which content is shared, engaging, popular.
Map content on Site
Design: Where on our site… Do we place what content… And what should it contain
Delivery: For which channels… Will which people create… What content, for what price… and on which regular basis
Deploy: Brief the correct people to create and put the content online
Drive: Use Digital marketing to spread the content
Measure: Measure which content is shared, engaging, popular.
Content Templates
TOOL: HTTP://GATHERCONTENT.COM/
Design: Where on our site… Do we place what content… And what should it contain
Delivery: For which channels… Will which people create… What content, for what price… and on which regular basis
Deploy: Brief the correct people to create and put the content online
Drive: Use Digital marketing to spread the content
Measure: Measure which content is shared, engaging, popular.
Content Templates
Design: Where on our site… Do we place what content… And what should it contain
Delivery: For which channels… Will which people create… What content, for what price… and on which regular basis
Deploy: Brief the correct people to create and put the content online
Drive: Use Digital marketing to spread the content
Measure: Measure which content is shared, engaging, popular.
Content Templates
Design: Where on our site… Do we place what content… And what should it contain
Delivery: For which channels… Will which people create… What content, for what price… and on which regular basis
Deploy: Brief the correct people to create and put the content online
Drive: Use Digital marketing to spread the content
Measure: Measure which content is shared, engaging, popular.
Content Templates
DELIVER CONTENT
Design: Where on our site… Do we place what content… And what should it contain
Discovery: What content… For who… Do we have… Do we need to create By who for how many $’s
Delivery: For which channels… Will which people create… What content, for what price… and on which regular basis
Deploy: Brief the correct people to create and put the content online
Drive: Use Digital marketing to spread the content
Measure: Measure which content is shared, engaging, popular.
Delivery: For which channels… Will which people create… What content, for what price… and on which regular basis
Deploy: Brief the correct people to create and put the content online
Drive: Use Digital marketing to spread the content
Measure: Measure which content is shared, engaging, popular.
Delivery: For which channels… Will which people create… What content, for what price… and on which regular basis
Channel Inventory
Content Calendar
1 2 3 4 5 6 7
Content resourcesPlan
Budget Content People
Delivery: For which channels… Will which people create… What content, for what price… and on which regular basis
Deploy: Brief the correct people to create and put the content online
Drive: Use Digital marketing to spread the content
Measure: Measure which content is shared, engaging, popular.
Delivery: For which channels… Will which people create… What content, for what price… and on which regular basis
Channel Inventory
Delivery: For which channels… Will which people create… What content, for what price… and on which regular basis
Deploy: Brief the correct people to create and put the content online
Drive: Use Digital marketing to spread the content
Measure: Measure which content is shared, engaging, popular.
Delivery: For which channels… Will which people create… What content, for what price… and on which regular basis
Content Calendar
1 2 3 4 5 6 7
DEPLOY CONTENT
Design: Where on our site… Do we place what content… And what should it contain
Discovery: What content… For who… Do we have… Do we need to create By who for how many $’s
Delivery: For which channels… Will which people create… What content, for what price… and on which regular basis
Deploy: Brief the correct people to create and put the content online
Drive: Use Digital marketing to spread the content
Measure: Measure which content is shared, engaging, popular.
Deploy: Brief the correct people to create and put the content online
Drive: Use Digital marketing to spread the content
Measure: Measure which content is shared, engaging, popular.
who
ContentBriefing
what when
CMS/DAM
Version/Localize
StoreContent
DB with API
Deploy: Brief the correct people to create and put the content online
Drive: Use Digital marketing to spread the content
Measure: Measure which content is shared, engaging, popular.
who
ContentBriefing
what when
Deploy: Brief the correct people to create and put the content online
Drive: Use Digital marketing to spread the content
Measure: Measure which content is shared, engaging, popular.
CMS/DAM
StoreContent
DB with API
Deploy: Brief the correct people to create and put the content online
Drive: Use Digital marketing to spread the content
Measure: Measure which content is shared, engaging, popular.
Version/Localize
DRIVE & MEASURE
Design: Where on our site… Do we place what content… And what should it contain
Discovery: What content… For who… Do we have… Do we need to create By who for how many $’s
Delivery: For which channels… Will which people create… What content, for what price… and on which regular basis
Deploy: Brief the correct people to create and put the content online
Drive: Use Digital marketing to spread the content
Measure: Measure which content is shared, engaging, popular.
Drive: Use Digital marketing to spread the content
Measure: Measure which content is shared, engaging, popular.
Digital Marketing of
Content
Nascom Digital Marketing Wheel
Search
Social
Content
Ads
Partners
Measure
GoogleAnalytics
FacebookInsights
Socialstats
Drive: Use Digital marketing to spread the content
Measure: Measure which content is shared, engaging, popular.
Digital Marketing of
Content
Nascom Digital Marketing Wheel
Search
Social
Content
Ads
Partners
Search SEARCH
SOCIAL MEDIA
CONTENT
MARKETING
ONLINE ADS
PARTNER
Goal 01
Goal 03 Goal 02
line of CSI:
Continuous Site
Improvement
SEO(organic)
SEA(paid)
Monitor
Talk
Engage
Entertain
Inspire
Convince
Educate
Own
lists
3th party
lists
Targeted
Ads
non targeted
Ads
Influencers
Others
own content
network
BASED ON SMART INSIGHTS DIGITAL MARKETING PLAN
CUSTOMER LIFECYCLE Awareness Consider Purchase Use Support
TOUCH POINTS
SEO SEA
Content Online Ads
SEO Social
Influencers
Content marketing
Social Media
Social Media
Newsletters
Social Media Content
Drive: Use Digital marketing to spread the content
Measure: Measure which content is shared, engaging, popular.
Measure
GoogleAnalytics
FacebookInsights
Socialstats
Drive: Use Digital marketing to spread the content
Measure: Measure which content is shared, engaging, popular.
PRAYER BECOMES THE TECHNIQUE OF CHOICE
WITH NO CLEAR METRICS
61
hGp://www.flickr.com/photos/dlsimages/4253991151/
Drive Traffic & MeasureDeployDelivery
Channel Inventory
who
ContentBriefing
what when
Version/Localize
Digital Marketing of
Content
Nascom Digital Marketing Wheel
Search
Social
Content
Ads
Partners
Measure
GoogleAnalytics
FacebookInsights
Socialstats
CMS/DAM
StoreContent
DB with API
Content Calendar
1 2 3 4 5 6 7
Measurement feedback loop
Content resourcesPlan
Budget Content People
CONTENT FEEDBACK LOOP!
WE GO FOR THE
BEST DIGITAL
PLATFORM
POSSIBLE , BUT…
YOUR NEW SITE
…is like a little newborn baby, ready to grow…if
given the correct treatment
Test
Measure improve
CSI
NASCOM’S CONTINUOUS SITE
IMPROVEMENT SERVICES
Analytics • Configuration • Optimizing • Advice • BI Dashboards
Testing • A/B testing • User Experience
testing • Product/Copy/visual
testing
Digital Marketing • Digital marketing
wheel framework • Search • Social Media • Content • Email • Ads • Partners
• Strategic Advice • Execution
NASCOM
C-MINE 1 BUS 13
EVENCE COPPÉELAAN 91
3600 GENK
BELGIUM
PHONE: +32 89 20 15 00
FAX: +32 89 20 15 01
THX!