This presentation shows the strategy & different steps to a successful implementation of a digital roadmap into your company.

1. NASCOM.BE
USER BASED
DIGITAL CONTENT
STRATEGY
A FRAMEWORK FOR EFFECTIVE CONTENT
YVES FERKET - 03/2013

2. USER BASED
DIGITAL CONTENT
STRATEGY
Crea%ng
content
that
• solves
ques%ons
• sa%sfies
needs…
• and
appeal
to
emo%ons
in
every
stage
of
the
user
cycle

3. 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…”

4. USER BASED
DIGITAL CONTENT
STRATEGY
"the
prac%ce
of
planning
for
the
iden%fica%on,
crea%on,
delivery,
maintenance
and
measurement
of
useful,
usable
content"

5. 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

6. Discovery:
Design:
Delivery:
Deploy:
Drive:
What content… Where on our site… For which Brief the correct Use Digital
For who… Do we place what channels… people to create marketing to
Do we have… content… Will which people and put the spread the
Do we need to create And what should it create… content online content
By who contain What content, for
for how many $’s what price… Measure:
and on which
Measure which
regular basis
content is shared,
engaging,
popular.

7. CONTENT
DISCOVERY

8. Discovery:
Design:
Delivery:
Deploy:
Drive:
What content… Where on our site… For which Brief the correct Use Digital
For who… Do we place what channels… people to create marketing to
Do we have… content… Will which people and put the spread the
Do we need to create And what should it create… content online content
By who contain What content, for
for how many $’s what price… Measure:
and on which
Measure which
regular basis
content is shared,
engaging,
popular.

9. Discovery:
Design:
Delivery:
Deploy:
Drive:
What content… Where on our site… For which Brief the correct Use Digital
For who… Do we place what channels… people to create marketing to
Do we have… content… Will which people and put the spread the
Do we need to create And what should it create… content online content
By who contain What content, for
for how many $’s what price… Measure:
and on which
Measure which
regular basis
content is shared,
engaging,
popular.

10. Goals &
Objectives
Discovery:
Design:
Delivery:
Deploy:
Drive:
What content… Where on our site… For which Brief the correct Use Digital
For who… Do we place what channels… people to create marketing to
Do we have… content… Will which people and put the spread the
Do we need to create And what should it create… content online content
By who contain What content, for
for how many $’s what price… Measure:
and on which
Measure which
regular basis
content is shared,
engaging,
popular.

11. Audience:
Personas
ncy
m pete
Knowledge r co
pute
Com
Ringo
gy /
inolo
Term gories
Cate
t
duc
Pro
Existing customer - IT-minded
"Quote behind the word mountains, far
Profile:
Age: 29 years
Family: Single
from the countries Vokalia" Drivers
it y
Job: Drummer in a band plic
Discovery:
Design:
Delivery:
Deploy:
Drive:
Sim
Far far away, behind the word mountains, far from the countries Vokalia and Consonantia, there live the blind texts.
il it y
Separated they live in Bookmarksgrove right at the coast of the Semantics, a large language ocean. A small river esib
Acc
named Duden flows by their place and supplies it with the necessary regelialia.
it y
abil
What content… Where on our site… For which Brief the correct
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
Use Digital Ava
il
ice
Cho
For who… Do we place what channels… people to create marketing to
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
Do we have… content… Will which people and put the
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.
Goals spread the Goe
l 01
Do we need to create And what should it create… content online
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 content Goa
l 02
rethoric question ran over her cheek, then
By who contain What content, for Goa
l 03
for how many $’s what price… Measure:
l 04
Goe
and on which
Goals Touchpoints Content Questions Pains Measure which
▪ Far far away, behind the word mountains, far from the regular basis
▪ Far far away, behind the word mountains, far from the ▪ Far far away, behind the word mountains, far from the ▪ Far far away, behind the word mountains, far from the
countries Vokalia and Consonantia
▪ Separated they live in Bookmarksgrove right at the coast
countries Vokalia and Consonantia
▪ Separated they live in Bookmarksgrove right at the coast
countries Vokalia and Consonantia
▪ Separated they live in Bookmarksgrove right at the coast
content is shared,
countries Vokalia and Consonantia
▪ Separated they live in Bookmarksgrove right at the coast
engaging,
of the Semantics, a large language ocean of the Semantics, a large language ocean of the Semantics, a large language ocean of the Semantics, a large language ocean
▪ A small river named Duden flows by their place and ▪ A small river named Duden flows by their place and ▪ A small river named Duden flows by their place and ▪ A small river named Duden flows by their place and
supplies it with the necessary regelialia supplies it with the necessary regelialia supplies it with the necessary regelialia 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
▪ 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
▪ 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
popular.
▪ 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 blind texts it is an almost unorthographic life One day blind texts it is an almost unorthographic life One day blind texts it is an almost unorthographic life One day
however a small line of blind text by the name of Lorem however a small line of blind text by the name of Lorem however a small line of blind text by the name of Lorem however a small line of blind text by the name of Lorem
Ipsum decided to leave for the far World of Grammar Ipsum decided to leave for the far World of Grammar Ipsum decided to leave for the far World of Grammar Ipsum decided to leave for the far World of Grammar
▪ The Big Oxmox advised her not to do so, because there ▪ The Big Oxmox advised her not to do so, because there ▪ The Big Oxmox advised her not to do so, because there ▪ The Big Oxmox advised her not to do so, because there
were thousands of bad Commas, wild Question Marks were thousands of bad Commas, wild Question Marks were thousands of bad Commas, wild Question Marks were thousands of bad Commas, wild Question Marks
and devious Semikoli, but the Little Blind Text didn’t listen and devious Semikoli, but the Little Blind Text didn’t listen and devious Semikoli, but the Little Blind Text didn’t listen and devious Semikoli, but the Little Blind Text didn’t listen

12. Discovery:
Design:
Customer
Delivery:
Deploy:
Drive:
What content… Where on our site… For which Brief the correct Use Digital
For who…
Do we have…
Do we place what
content…
Content
channels…
Will which people
people to create
and put the
marketing to
spread the
Do we need to create And what should it create… content online content
By who contain Journey
What content, for
for how many $’s what price… Measure:
and on which
Measure which
regular basis
content is shared,
engaging,
popular.

13. Customer
Content
Journey
Awareness:
Considera%on:
Conversion:
Usage:
Support:
Knowing your Putting your Brand/ Buying your Brand/ Using your Look for
Brand/product/ product/service on product/service Brand/product/ support your
service exists the shortlist service Brand/
product/
service
Awareness Consideration Conversion Usage Support
"maybe I
need this "Please send me
product" spare parts..."
"these look "I'm going for "I'm a happy user of
like fine this product product X. You
candidates" X by brand Y" should use it to"
What Exactly can I do with "Why is X bettter than Y?" buys product X online
this?"
…shares product X on sees comparison chart of prices
"I love X's features…but Y's
facebook & features, decides on product X
price"
…sees Paul sharing product …reads forums on product …sees product X again on an …is not satisfied and wants

14. Customer
Content
Journey
Awareness:
Considera%on:
Conversion:
Usage:
Support:
Knowing your Putting your Brand/ Buying your Brand/ Using your Look for
Brand/product/ product/service on product/service Brand/product/ support your
service exists the shortlist service Brand/
product/
service
Awareness Consideration Conversion Usage Support
"maybe I
need this "Please send me
product" spare parts..."
"these look "I'm going for "I'm a happy user of
like fine this product product X. You
candidates" X by brand Y" should use it to"
What Exactly can I do with "Why is X bettter than Y?" buys product X online
this?"
…shares product X on sees comparison chart of prices
"I love X's features…but Y's
facebook & features, decides on product X
price"
…sees Paul sharing product …reads forums on product …sees product X again on an …is not satisfied and wants

15. Stages Awareness Consideration Conversion Usage Support
"maybe I
need this "Please send me
product" spare parts..."
"these look "I'm going for "I'm a happy user of
like fine this product product X. You
candidates" X by brand Y" should use it to"
Personas content questions:
"what's in it for me?"
"What Exactly can I do with "Why is X bettter than Y?" buys product X online
John this?"
Paul …shares product X on sees comparison chart of prices
"I love X's features…but Y's
facebook & features, decides on product X
price"
Ringo …sees Paul sharing product …reads forums on product …sees product X again on an …is not satisfied and wants
X and clicks on it X, finds it an interesting ad, clicks and buys to return product X
product
George "I'm looking for a product "Does product X also has Sees product X reviews, Posts a video off him using Orders spare parts online
that will do task A" that feature I saw on product decides and looks up a product X after 2 years of usage
Y?" dealer on their site
> Product Visuals
Content Model
> Features & Benefits list or Matrix. FAQ
>Testimonials
> Special offers
> Product usage video
> FAQ & Manuals
> Facebook Campaign
> Google Remarketing campaign
> SEO
> SEA

16. Content
Analysis
Discovery:
Design:
Content Delivery:
Content Deploy:
Content Gap Drive:
Content
What content… Where on our site… For which Brief the correct Use Digital
Inventory Ideation Analysis Keywords to
For who… Do we place what channels… people to create marketing
Do we have… content… Will which people and put the spread the
Do we need to create And what should it create… content online content
By who contain What content, for
for how many $’s what price… Measure:
and on which
Measure which
regular basis
content is shared,
engaging,
popular.

17. Content
Analysis
Content Content Content Gap Content
Inventory Ideation Analysis Keywords
Discovery:
Design:
Delivery:
Deploy:
Drive:
What content… Where on our site… For which Brief the correct Use Digital
For who… Do we place what channels… people to create marketing to
Do we have… content… Will which people and put the spread the
Do we need to create And what should it create… content online content
By who contain What content, for
for how many $’s what price… Measure:
and on which
Measure which
regular basis
content is shared,
engaging,
popular.

18. Content
Analysis
Content Content Content Gap Content
Inventory Ideation Analysis Keywords
Discovery:
Design:
Delivery:
Deploy:
Drive:
What content… Where on our site… For which Brief the correct Use Digital
For who… Do we place what channels… people to create marketing to
Do we have… content… Will which people and put the spread the
Do we need to create And what should it create… content online content
By who contain What content, for
for how many $’s what price… Measure:
and on which
Measure which
regular basis
content is shared,
engaging,
popular.

19. SOURCE: HTTP://BLOG.ELOQUA.COM/THE-CONTENT-GRID-V2/
Content
Analysis
Content Content Content Gap Content
Inventory Ideation Analysis Keywords
Discovery:
Design:
Delivery:
Deploy:
Drive:
What content… Where on our site… For which Brief the correct Use Digital
For who… Do we place what channels… people to create marketing to
Do we have… content… Will which people and put the spread the
Do we need to create And what should it create… content online content
By who contain What content, for
for how many $’s what price… Measure:
and on which
Measure which
regular basis
content is shared,
engaging,
popular.

20. Content
Analysis
Content Content Content Gap Content
Inventory Ideation Analysis Keywords
Low Competition
Discovery:
Design:
Delivery:
Deploy:
Weak sites/pages in top Drive:
What content… Where on our site… For which 10 Brief the correct Use Digital
For who… Do we place what channels… people to create marketing to
Do we have… content… Will which people and put the spread the
Do we need to create And what should it create… content online content
By who contain High Volume What content, for High Value
many searches/ what price… large % of visitors
for how many $’s
month Measure:
and on which convert which
Measure
regular basis Ideal
content is shared,
Keyword! engaging,
popular.

21. Content
Analysis
Content Content Content Gap Content
Inventory Ideation Analysis Keywords
Low Competition
Discovery:
Design:
Delivery:
Deploy:
Weak sites/pages in top Drive:
What content… Where on our site… For which 10 Brief the correct Use Digital
For who… Do we place what channels… people to create marketing to
Do we have… content… Will which people and put the spread the
Do we need to create And what should it create… content online content
By who contain High Volume What content, for High Value
many searches/ what price… large % of visitors
for how many $’s
month Measure:
and on which convert which
Measure
regular basis Ideal
content is shared,
Keyword! engaging,
popular.

22. Content Content
Budget Team
Discovery:
Design:
Delivery:
Deploy:
Drive:
What content… Where on our site… For which Brief the correct Use Digital
For who… Do we place what channels… people to create marketing to
Do we have… content… Will which people and put the spread the
Do we need to create And what should it create… content online content
By who contain What content, for
for how many $’s what price… Measure:
and on which
Measure which
regular basis
content is shared,
engaging,
popular.

23. Content Content
Budget Team
Discovery:
Design:
Delivery:
Deploy:
Drive:
What content… Where on our site… For which Brief the correct Use Digital
For who… Do we place what channels… people to create marketing to
Do we have… content… Will which people and put the spread the
Do we need to create Who
is
tcreate…
And what should it he
editor-­‐in-­‐chief?
online
content content
By who contain Who
creates
the
content?
What content, for
for how many $’s
Always
twhaton which of
the
context?
ake
price…
account
Measure:
and
Do
you
have
in-­‐house
wri<ng
or
video
talent?
iswhich
regular basis
Measure
content shared,
Don’t
forget
external
content.
engaging,
popular.
Connect
with
influen<al
people
within
your
category

24. Content Content
Budget Team
Discovery:
Design:
Delivery:
Deploy:
Drive:
What content… Where on our site… For which Brief the correct Use Digital
For who… Do we place what channels… people to create marketing to
Do we have… content… Will which people and put the spread the
Do we need to create And what should it create… content online content
By who contain What content, for
for how many $’s what price… Measure:
and on which
Measure which
regular basis
content is shared,
engaging,
popular.
IMAGE SOURCE: HTTP://WWW.GLOBAL-INTEGRATION.COM/

25. CONTENT DESIGN

26. Discovery:
Design:
Delivery:
Deploy:
Drive:
What content… Where on our site… For which Brief the correct Use Digital
For who… Do we place what channels… people to create marketing to
Do we have… content… Will which people and put the spread the
Do we need to create And what should it create… content online content
By who contain What content, for
for how many $’s what price… Measure:
and on which
Measure which
regular basis
content is shared,
engaging,
popular.

27. Map content Content
on Site Templates
Meta Info
Goal 1 Goal 2 Goal 3 Goal 4 Goal 5
Goal Match
Persona Match
Purpose
Design:
Delivery:
Tone of Voice
Deploy:
Drive:
Where on our site… For which
Team Member Brief the correct Use Digital
Do we place what channels… people to create marketing to
content… Will which people and put the spread the
And what should it create… content online content
contain What content, for
what price… Measure:
and on which
Measure which
regular basis
content is shared,
engaging,
popular.

28. Map content
on Site
Design:
Delivery:
Deploy:
Drive:
Where on our site… For which Brief the correct Use Digital
Do we place what channels… people to create marketing to
content… Will which people and put the spread the
And what should it create… content online content
contain What content, for
what price… Measure:
and on which
Measure which
regular basis
content is shared,
engaging,
popular.

29. Content
Templates
Design:
Delivery:
Deploy:
Drive:
Where on our site… For which Brief the correct Use Digital
Do we place what channels… people to create marketing to
content… Will which people and put the spread the
And what should it create… content online content
contain What content, for
what price… Measure:
and on which
Measure which
regular basis
content is shared,
engaging,
popular.
TOOL: HTTP://GATHERCONTENT.COM/

30. Content
Templates
Design:
Delivery:
Deploy:
Drive:
Where on our site… For which Brief the correct Use Digital
Do we place what channels… people to create marketing to
content… Will which people and put the spread the
And what should it create… content online content
contain What content, for
what price… Measure:
and on which
Measure which
regular basis
content is shared,
engaging,
popular.

31. Content
Templates
Design:
Delivery:
Deploy:
Drive:
Where on our site… For which Brief the correct Use Digital
Do we place what channels… people to create marketing to
content… Will which people and put the spread the
And what should it create… content online content
contain What content, for
what price… Measure:
and on which
Measure which
regular basis
content is shared,
engaging,
popular.

32. Content
Templates
Design:
Delivery:
Deploy:
Drive:
Where on our site… For which Brief the correct Use Digital
Do we place what channels… people to create marketing to
content… Will which people and put the spread the
And what should it create… content online content
contain What content, for
what price… Measure:
and on which
Measure which
regular basis
content is shared,
engaging,
popular.

33. DELIVER CONTENT

34. Discovery:
Design:
Delivery:
Deploy:
Drive:
What content… Where on our site… For which Brief the correct Use Digital
For who… Do we place what channels… people to create marketing to
Do we have… content… Will which people and put the spread the
Do we need to create And what should it create… content online content
By who contain What content, for
for how many $’s what price… Measure:
and on which
Measure which
regular basis
content is shared,
engaging,
popular.

35. Channel
Inventory
Content resources
Plan
Delivery:
Delivery:
Budget Content People
Deploy:
Drive:
For which For which Brief the correct Use Digital
channels… channels… people to create marketing to
Will which people Will which people and put the spread the
create… create… content online content
What content, for What content, for
Content
what price… what price…
Calendar
Measure:
and on which and on which
Measure which
regular basis regular basis5 6 7
1 2 3 4 content is shared,
engaging,
popular.

36. Channel
Inventory
Delivery:
Delivery:
Deploy:
Drive:
For which For which Brief the correct Use Digital
channels… channels… people to create marketing to
Will which people Will which people and put the spread the
create… create… content online content
What content, for What content, for
what price… what price… Measure:
and on which and on which
Measure which
regular basis regular basis
content is shared,
engaging,
popular.

40. Content
Calendar
1 2 3 4 5 6 7
Delivery:
Delivery:
Deploy:
Drive:
For which For which Brief the correct Use Digital
channels… channels… people to create marketing to
Will which people Will which people and put the spread the
create… create… content online content
What content, for What content, for
what price… what price… Measure:
and on which and on which
Measure which
regular basis regular basis
content is shared,
engaging,
popular.

41. DEPLOY CONTENT

42. Discovery:
Design:
Delivery:
Deploy:
Drive:
What content… Where on our site… For which Brief the correct Use Digital
For who… Do we place what channels… people to create marketing to
Do we have… content… Will which people and put the spread the
Do we need to create And what should it create… content online content
By who contain What content, for
for how many $’s what price… Measure:
and on which
Measure which
regular basis
content is shared,
engaging,
popular.

43. Content
Briefing
who what when
Store
Content
Deploy:
Drive:
Brief the correct Use Digital
people to create marketing to
and put the spread the
content online content
CMS/DAM DB with API
Measure:
Measure which
content is shared,
engaging,
Version/ popular.
Localize

44. Content
Briefing
Deploy:
Drive:
Brief the correct Use Digital
people to create marketing to
and put the spread the
content online who what when content
Measure:
Measure which
content is shared,
engaging,
popular.

45. Store
Content
Deploy:
Drive:
Brief the correct Use Digital
people to create marketing to
and put the spread the
content online content
CMS/DAM DB with API Measure:
Measure which
content is shared,
engaging,
popular.

46. Version/
Localize
Deploy:
Drive:
Brief the correct Use Digital
people to create marketing to
and put the spread the
content online content
Measure:
Measure which
content is shared,
engaging,
popular.

47. DRIVE & MEASURE

48. Discovery:
Design:
Delivery:
Deploy:
Drive:
What content… Where on our site… For which Brief the correct Use Digital
For who… Do we place what channels… people to create marketing to
Do we have… content… Will which people and put the spread the
Do we need to create And what should it create… content online content
By who contain What content, for
for how many $’s what price… Measure:
and on which
Measure which
regular basis
content is shared,
engaging,
popular.

49. Digital
Marketing of
Content
Partners Search
Ads
Social
E-mail
Content
Nascom Digital
Marketing Wheel
Drive:
Use Digital
marketing to
spread the
content
Measure
Measure:
Measure which
content is shared,
engaging, Google Facebook Social
popular. Analytics Insights stats

50. Digital
Marketing of
Content
Partners Search
Drive:
Use Digital
marketing to Ads
spread the
content
Measure:
Social
Measure which
E-mail
content is shared,
engaging, Content
popular.
Nascom Digital
Marketing Wheel

51. Search SEARCH
PARTNER
Others SEO
(organic)
SEA
Influencers (paid)
ONLINE ADS non targeted Monitor
Ads
line of CSI:
Continuous Site
Improvement
Goal 01
SOCIAL MEDIA
Targeted Talk
Ads
Goal 03 Goal 02
Own
lists Engage
own content
network
3th party
Educate
lists
EMAIL
Entertain Convince
Inspire
CONTENT
MARKETING
BASED ON SMART INSIGHTS DIGITAL MARKETING PLAN

58. CUSTOMER LIFECYCLE
Awareness
Consider
Purchase
Use
Support
TOUCH POINTS
SEO SEO Content Social Media Social Media
SEA Social marketing Content
Content Influencers Newsletters
Online Ads Social Media

59. Measure
Drive:
Use Digital
marketing to
spread the
content Google Facebook Social
Measure:
Analytics Insights stats
Measure which
content is shared,
engaging,
popular.

60. Drive:
Use Digital
marketing to
spread the
content
Measure:
Measure which
content is shared,
engaging,
popular.

61. PRAYER BECOMES THE TECHNIQUE OF CHOICE
WITH NO CLEAR METRICS
hGp://www.flickr.com/photos/dlsimages/4253991151/
6

62. Delivery Deploy Drive Traffic & Measure
Channel Content
Briefing Digital
Inventory
Marketing of
Content
who what when Partners Search
Ads
Social
E-mail
Content resources
Content
Plan
Nascom Digital
Store Marketing Wheel
Content
Budget Content People
CMS/DAM DB with API
Measure
Content
Calendar
1 2 3 4 5 6 7 Version/ Google Facebook Social
Localize Analytics Insights stats
Measurement feedback loop
CONTENT FEEDBACK LOOP!

63. WE GO FOR THE
BEST DIGITAL
PLATFORM
POSSIBLE , BUT…

64. YOUR NEW SITE
…is like a little newborn baby, ready to grow…if
given the correct treatment

65. NASCOM’S CONTINUOUS SITE
IMPROVEMENT SERVICES
Analytics Test
Digital Marketing
• Configuration • Digital marketing
• Optimizing wheel framework
• Advice • Search
• BI Dashboards • Social Media
• Content
Testing
• A/B testing
CSI • Email
• Ads
• User Experience • Partners
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