This document discusses the challenges that companies face in managing content effectively as more people publish online. It emphasizes that great content is key to success, but many companies struggle due to a lack of skills, resources, and proper processes. The document provides pointers on how to develop content strategies and measurement frameworks, implement editorial processes, and continuously refine content based on performance data. It stresses the importance of taking a holistic, publisher mindset to content management.
9. BUILDING RELATIONSHIPS DEMANDS A HOLISTIC
APPROACH TO CONTENT
Build awareness
Build loyalty
Build enthusiasts
Bought media
Owned media
Earned media
10. The single most important
thing websites can offer their
users is content that those
users find valuable.
Jesse James Garrett
author, The User Experience
11. CONTENT QUALITY AND RELEVANCE IS KEY TO
CORPORATE WEBSITE TRAFFIC
Top sources of traffic to corporate websites
Search engines
(paid sponsored)
3%
Campaign 0%
Direct
38%
Search engines
(organic)
42%
Referring sites
17%
Source: Bowen Craggs Global Web Effectiveness Survey 2013
20. DEEP COMMITMENT TO CONTENT PRODUCTION
y
y
y
y
y
y
674 article pages
6–12 new articles
monthly
5 300 YouTube videos
Pitch content to
bloggers & media
Pay to place some
content in media
Relentless performance analysis
21. REQUIRES SIGNIFICANT RESOURCES
y
1 digital
communications &
social media manager
y
2 social media analysts
y
1 managing editor
y
1 senior writer
y
1 production
manager
y
1 project coordinator
y
40 freelance writers at launch
y
10 writers ongoing
22. BOOST IN PRESENCE AND ENGAGEMENT
y
y
y
y
314 million external
media impressions
7 million visitors,
19 million page views,
6800 comments
34,000 social media
shares
30 million social
media impressions
y
100% growth in social media traffic
y
8% growth in month-on-month traffic
23. OPERATES AS A PROFESSIONAL MEDIA
ORGANIZATION
- Daily editorial
management
meetings
- Monthly editorial
planning meetings
- Weekly global
teleconference
with business
managers
- Accept pitches
from company
staff and
freelancers
- Long-term plan to
be profit center
26. MIXED OUTCOMES FOR NORRØNA
y
65,000 likes
on Facebook
y
3,100 Twitter followers
y
738 YouTube subscribers
y
y
y
y
y
y
Active product page
discussions
Modest engagement
on Facebook
No blog comments
Possibly heavy on
pushing product
Could be more assertive in communicating themes
More attention to channel differences and & users’ interests,
e.g. compare their Pinterest page to Patagonia’s
28. SKILLS & RESOURCE MISMATCH
Traditional channels
y
y
Media coverage is paid for
Cost is mostly distribution
Press
Print ads
Brochures
Web text
Video
Info graphics
Images e.g.
Flickr, Tumblr
Twitter,
Facebook etc.
Forums
Digital channels
y
y
Media is earned by
quality and relevancy
Cost is in creating content,
distribution is cheap
29. CULTURAL MISMATCH
Often missing
y
Management buy-in
y
Employee engagement
y
Journalistic mindset within
marketing &
communications
function
External audience
Marketing
team
Employee
A
Employee
C
Employee
B
30. WEAK PROCESSES AND STRUCTURE
Content is a major factor in web usability on corporate websites:
of usability problems are due to content
50%
0%
20%
40%
60%
Source: Bowen Craggs Web Effectiveness Survey 2013
80%
100%
31. WEAK PROCESSES AND STRUCTURE
Companies lack effective content management infrastructure:
58%
share best practices
49%
provide editorial guidelines for content producers
25%
have an editorial steering committee
27%
check quality of content
17%
0%
do none of the above
20%
40%
60%
80%
Source: Bowen Craggs Web Effectiveness Survey 2013
100%
32. “At our company, such
oversight exists only on
paper, but not in practice.”
Web Effectiveness Survey respondent
34. A FEW POINTERS ON
DEVELOPING EFFECTIVE
PUBLISHING SKILLS
35. STEAL WITH PRIDE FROM LEADING PUBLISHERS
y
Mission & focus
y
Measurement & optimization
y
Develop organization and process
y
Culture and skills
36. MANAGING CONTENT EFFECTIVELY
STRATEGY
EXECUTION AND OPTIMIZATION
Focus on the right content…
…and produce it effectively
Content
planning
Analysis
Vision & Goals
Strategy
Process
definition
Activity &
channel
definition/
refinement
team
Measurement/
evaluation
Production
and
publishing
37. CONTENT SHOULD BE RELEVANT TO USERS’
NEEDS, YOUR MISSION AND CREDIBILITY
what is your
audience
interested in?
user
what is your
organisation’s
mission?
company
context
where are you
most credible?
39. ANALYSIS AND ASSUMPTIONS BEHIND THE
CONTENT STRATEGY
y
BUSINESS STRATEGY
y
COMPETITION
y
BRAND STRATEGY
y
PRIORITIES
y
AUDIENCE
y
TARGETS
40. THE UNDERLYING VISION AND ANALYSIS ARE THE
BUILDING BLOCKS FOR THE STRATEGY
MISSION/STRATEGY/BRAND
y
y
What are our key business objectives that
this content should support?
What do we most want to achieve by
producing content?
COMPETITION
y
y
y
Who is our main competition in the areas
we want to be credible?
What are they doing right and wrong?
Who are the rising competitors and what
are they doing?
AUDIENCE
y
y
Who is our main target audience for
content? Who is NOT?
What does our target audience aim to
do? What are their habits & preferences
when it comes to digital content? What
are the dominant trends affecting their
behaviour?
TARGETS
y
Which content will we produce?
y
How much of it?
y
y
PRIORITIES
y
y
Where are we credible now in delivering
content that can help them?
Where do we WANT to be credible?
How do we define its quality and
relevance
What are our concrete targets for user
activity with our content – and our
measures of successful outcomes from
that activity?
41. PERSONAS TO GUIDE CONTENT DEVELOPERS
LEE KANG – THE EXPERT
Lee is 45 years old and lives in Paris. He has a
Ph.D. in economics, is a globally respected
expert in his field and works as a policy analyst
at the International Energy Agency (IEA).
Lee spends large amounts of time studying
topics in depth. Currently he is developing a
blueprint for sustainability in the building sector.
In addition to getting information from country
reports and databases at work, Lee also reads
industry publications such as Platts.com and
global newspapers such as the Economist and
the Financial times.
Lee uses Facebook several times day and his
Twitter account occasionally, perhaps 2 or 3
times a week. When working, Lee accesses the
internet from a desktop PC at work, a laptop or
PC while travelling and sometimes a tablet at
home.
43. CONTENT PLANS FOR CRISIS SITUATIONS
y
Build scenarios
y
Define crisis response roles & teams for content
y
Decide what happens to content, campaigns tone etc.
45. MANAGING CONTENT EFFECTIVELY
STRATEGY
EXECUTION AND OPTIMIZATION
Focus on the right content…
…and produce it effectively
Content
planning
Analysis
Vision & Goals
Strategy
Process
definition
Activity &
channel
definition/
refinement
team
Measurement/
evaluation
Production
and
publishing
53. BE AGILE – AND RELEVANT
y
y
y
Oreos
Twitter commercial
responding to NFL Superbowl
power outage
Viral success
54. CULTIVATE COMMUNICATION AS A BASIC SKILL
IN THE ORGANIZATION
y
Training
y
Platforms
y
Habit
y
Talent hunt
55. MEASUREMENT IS ABOUT DRAWING LINES TO
ULTIMATE OBJECTIVES FOR CONTENT
y
Customer satisfaction
y
Lead generation
y
Sales volume
y
Market share
y
New customer acquisition
y
Awareness
y
Cost reduction
56. TARGETS AND PERFORMANCE INDICATORS
ENABLE ANALYSIS AND MANAGEMENT
KPIs should be:
y
Aligned with business and content strategy
y
Clear
y
Actionable
57. MEASUREMENTS SHOULD SUPPORT YOUR
OVERALL STRATEGY
Traffic
metrics
Website
visits
Support
page visits
Drivers
Form
completion
rate
Problem
resolution
rate
KPIS
Customer
satisfaction
rate
Customer
retention
rate
61. BUILD INSIGHTS FROM DATA AND TEST
HYPOTHESES ABOUT OPTIMIZING CONTENT
Develop ideas for
improvement
Implement
changes
Analyse data
Collect data
62. CONTINOUSLY REFINE CONTENT STRATEGY BASED ON
INSIGHTS FROM CONTENT PERFORMANCE
Develop ideas for
improvement
Implement
changes
Analyse data
Collect data
Redefine
goals
Build KPIs
64. ELIMINATE CONTENT OF LOW RELEVANCE, FIX THE
RELEVANT CONTENT THAT ISN’T PERFORMING
Quality
Relevance
65. BEGIN WITH BASIC DIAGNOSIS
y
Relevance to mission
y
Quality and quantity
y
Lean approach
y
Foundation