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Today’s Panel
• Kevin NicholsGlobal Director, Content Strategy, SapientNitro @kpnichols
• Miguel LunaparraGlobal Web UX Lead, Sony
• Marc DeFigueiredoDirector, Internet Sales, Verizon Wireless
• Rebecca SchneiderPresident, Azzard Consulting @azzardconsult
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Kevin P Nichols
• Director, Global Practice Lead, Content Strategy, SapientNitro
• Coauthor: UX For Dummies; Author: Enterprise Content Strategy: A Project Guide (Nov 2014)
• 19 Years experience in the Digital and Interactive Industry; 15 years specific to Content
• Experience with dozens of Fortune 100 brands
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.avi
DVDs
.swf
.jpg
.wav
.png
.movCDs
booksuser guides
HTML
brochurespamphlets
press releases
.aspx
data
E-commerce
.gif
kiosks
podcasts
Packaging
Tweets
syndicated
email social
Content is experience
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Content is critical to business
It’s the ‘life-force’ of a brand AND to the consumer: all content IS brand content.
Trust with Bran
d
Consumer
ContentProduct or Service
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Content strategy
“Content Strategy is the systematic, thoughtful approach to surfacing the most relevant, effective, and appropriate content at the most opportune time, to the appropriate user, for the purpose of achieving a company’s strategic business objectives.” – Kevin Nichols and Anne Casson
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Content strategy framework
• Use closed-loop logic in content lifecycles to deliver relevant, meaningful and contextual content
• Create, manage and publish content to consumers, effectively its performance, and then optimize accordingly
• Evaluate each step in lifecycle; measure at least semi annually
• Leverage editorial calendars and governance to keep content relevant and on-time
• Develop a meaningful platform that is extensible and scalable for the future.
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Content strategy phases and deliverables
Discover
Assessing & Auditing• Content Brief• Content
Assessment• Content Inventory• Content Audit• Competitive
Assessment
Business Planning & Resources• Staffing
Recommendations for Content Production and Management
Requirements• Content Metrics & SEO
Recommendations• Content Requirements
Strategic Recommendations• Content Strategy
Framework• Conceptual Content
Model
Editorial• Editorial Strategy
(voice, tone, strategic intent of content)
Content Production / Migration
• Content Matrix• Content Migration Plan• Content Production
Plan• Translation and
Localization Strategy• CMS Authoring Guide
Define Design Implement
Business Planning & Resources• Governance Model• Business Org Structure /
Staffing Plan
Content Model and Workflow• Content Types Definition• Recommendation for
Content Design (including template-level strategic recommendations)
• CMS Content Model• Content Matrix• Content Lifecycle Definition
Taxonomy & Metatagging• Taxonomy• Metadata and Tagging
Strategy• Taxonomy Governance
Recommendations
Editorial• Editorial Calendar• Editorial Style Guide• Editorial Workflow• Voice and Tone Guidelines• Copy Deck
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Omnichannel provides optimized content at every point a consumer interacts with brand:• Views the user singularly (aka single
view of customer)
• Fashions content experience around user
• Follows non-linear, end-to-end user journey (user may bounce from one channel to the next, go backwards in journey).
• Sees journey as evolution with no definitive end and sometimes no beginning.
• Captures the entire end-to-end customer experience.
Get to know Omnichannel
The graphic comes from my book, where it is explained in detail: Enterprise Content Strategy: A Project Guide (November 2014).
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Design content for Omni
Requires a rethinking of content, internal opps and systems
• Use an incremental roadmap to rollout strategy
• Integrate information across all channels:
• Inventory of products
• User profile / info on user
• Analytics capture
• Structure content so that it can publish to multiple channels
The graphic comes from my book, where it is explained in detail: Enterprise Content Strategy: A Project Guide (November 2014).
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Named her company Omnimedia for a reason!• Starts with a good story and tells it
through variety of mediums• Balances content between channels
for integrated consumer journey E.g.: References a cookbook on TV while magazine features a story referencing both, mobile provides exclusive content via apps
• Optimizes content specific to each channel
• Synergizes content experiences by connecting one channel to the next
Imitate Martha: AKA ‘Mother of Omni’
Courtesy Life with Cats. Karen Harrison Binette, 2011.http://www.lifewithcats.tv/
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Kevin P Nichols
• kevinpnichols.com
• Twitter: @kpnichols
• LinkedIn: http://www.linkedin.com/in/kevinpnichols
• UX For Dummies (John Wiley & Sons)
• Enterprise Content Strategy: A Project Guide (XML Press, November, 2014)
Keep the conversation going….
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