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Presentation at Creuna Denmark 25th march 2014 by senior UX advisors Teresa Schilder-Knudsen and Mads Aakjær Lauridsen. In this presentation we focus on the very foundation of an effective content strategy - namely the Killer Content.
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Fra indholdssystemer til indholdsstrategier Glem dit CMS. Det er indholdet, der tæller.
Teresa Schilder-Knudsen Mads Aakjær Lauridsen
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morgenbriefing
N n
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Opsummering af besvarelser Hvad er den største inholdsmæssige udfordring på din virksomheds digitale platform ?
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41%
11% 13%
17%
18% Der er ikke nok ressourcer til at producere og redigere tekster 22 besvarelser
Vi ved ikke hvad brugerne efterspørger 6 besvarelser
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Det redaktionelle ansvar er uklart 9 besvarelser
Vi har for meget indhold, og vi kan ikke selv finde rundt i det længere 10 besvarelser
Andet: 6 bevarelser Antal besvarelser i alt: 54
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What stands in the way of good great
content?
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The Department
Power Struggle
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Content Management
Systems
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Copywriting is all you need …
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Agenda
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1 Why Content Strategy? 2 What is Content Strategy? 3 How do you succeed with Content Strategy?
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Digital Transformation
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Digital Transformation
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The Attention Web
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"... if you can hold a visitor’s attention for just three minutes they are twice as likely to return than if you only hold them for one minute."
Source: Times.com/Chartbeat research
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Where we spend time reading
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65,7% Of engagement below the fold
TOP OF PAGE
DIGITAL FOLD
END OF CONTENT
Data from 1 million visitors on 10 publishers over a 24 hour period
ENGAGEMENT
LOW HIGH
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imagine if your content was
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relevant
reflecting business goals
directed at user needs
at the right touch point
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engaging
creative unique
powerful storytelling
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facilitating action
sharing
emotional
economic transactions
rating
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Agenda
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1 Why Content Strategy? 2 What is Content Strategy? 3 How do you succeed with Content Strategy?
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Content Strategy plans for the creation, delivery and governance of useful, usable content.
Content Strategy for the Web - Kristina Halvorson & Melissa Rach
Sustainable Content Strategy:
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governance structure
substance workflow
Model from Content Strategy for the Web by Kristina Halvorson and Melissa Rach
Content components
People components
CORE STRATEGY
Elements of a sustainable content strategy
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Must Win Battles
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© CREUNA +30 YEARS, COSMOPOLITAN, MAINLY WOMEN
DIGITAL SAVY
VISUAL
SOCIAL SHOPPING
MULTITASKING
AFFORDABLE LUXURY QUALITY MATTERS
Consumer needs
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SOCIAL MEDIA
SUPPORT
E-COMMERCE
WEBSITE
APPS & ADAPTIVE CONTENT
STORE
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Complex Easy
Irrelevant
High impact
Content
Prioritize
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Idiocy No reason to do this –
whatsoever!
Easy wins Nice & easy, but be aware
that your competitor does it too
Killer content This is hard work, but it differentiates you from
others
Noise Don’t mess with your core
message!
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Complex Easy
Irrelevant
High impact
Content
Prioritize
© Creuna
Idiocy No reason to do this –
whatsoever!
Easy wins Nice & easy, but be aware
that your competitor does it too
Killer content This is hard work, but it differentiates you from
others
Noise Don’t mess with your core
message!
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An effective content strategy is
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Based on business goals
Prioritized and realistic
Targeted at consumer needs
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Agenda
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1 Why Content Strategy? 2 What is Content Strategy? 3 How do you succeed with Content Strategy?
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How do we communicate it?
Concept What is the market potential?
Insights Which content will strengthen our business?
Killer content
The process
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Kill the noise
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Case 1500 pages 20 pages counts for 75% of total visits 35% of pages were never used
Source: Client case
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Act on your data
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Do less – not more Do less - not more
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”man who chases two rabbits catches
neither.” Kungfutze
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Bring back power to the editor
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God overbliksartikel om content strategy, content marketing og copywriting http://www.smashingmagazine.com/content-strategy-storytelling/ Artikel på Time.com om attention web http://time.com/12933/what-you-think-you-know-about-the-web-is-wrong/ Halvarsson & Rach Content Strategy bog http://contentstrategy.com/ Creunas Morgenbriefings om COPE og Customer Experience Strategi http://www.creuna.dk/events/praesentationer/create-once-publish-everywhere/ http://www.creuna.dk/events/praesentationer/tnk-kunder-fr-kanal-og-kanal-fr-digital/
Værktøjskassen
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tak :) Teresa Schilder-Knudsen Mads Aakjær Lauridsen
teresa.knudsen@creuna.dk mads.lauridsen@creuna.dk
+45 22 68 58 82
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+45 22 68 58 91
Choose among many Layouts Right-click on slide and select Layout
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Opsummering af besvarelser Hvad er den største inholdsmæssige udfordring på din virksomheds digitale platform ?
© Creuna
41%
11% 13%
17%
18% Der er ikke nok ressourcer til at producere og redigere tekster 22 besvarelser
Vi ved ikke hvad brugerne efterspørger 6 besvarelser
Det er uklart hvad vi gerne vil have brugerne til at gøre 7 besvarelser
Det redaktionelle ansvar er uklart 9 besvarelser
Vi har for meget indhold, og vi kan ikke selv finde rundt i det længere 10 besvarelser
Andet: 6 bevarelser Antal besvarelser i alt: 54
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