View
2.147
Download
5
Category
Tags:
Preview:
DESCRIPTION
Looking at how content strategy affects the bottom line through better return on investment, production efficiency, and brand loyalty
Citation preview
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
Recommended