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our company is on Facebook, Twitter, LinkedIn, Slideshare. Thinking about adding blogs. Need more articles and videos on your website. And it all needs to work together. Slowly, you’re realising that you’re now in the publishing business, but you can’t go much further - at least not the way you’ve been doing it so far. What now? We examine how leading companies are using a content-rich approach to communicate effectively, and then offer a roadmap for building publishing skills and capacity in your organization.
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CONTENT MANAGEMENT: EVERYONE’S A PUBLISHER CAN YOU COPE WITH IT?
17th October, 2013
WHY PRODUCE CONTENT?
y Customer satisfaction
y Lead generation
y Sales volume
y Market share
y Awareness
y Trust
y Cost reduction
y Etc
Offline activities
Blogs Own
publications
Intranet
Search engine
Videos News media
Social media
WEBSITE
In a world where everyone is publishing, how is your content going to stand out? Gerry McGovern
AGENDA
y Great content wins
y But many find it difficult to do
y A few pointers on how to cope
GREAT CONTENT WINS
BUILDING RELATIONSHIPS DEMANDS A HOLISTIC APPROACH TO CONTENT
Build awareness
Build loyalty
Build enthusiasts
Bought media Owned media Earned media
The single most important thing websites can offer their users is content that those users find valuable. Jesse James Garrett author, The User Experience
CONTENT QUALITY AND RELEVANCE IS KEY TO CORPORATE WEBSITE TRAFFIC
Direct 38%
Referring sites 17%
Search engines (organic)
42%
Search engines (paid sponsored)
3 %
Top sources of traffic to corporate websites
Source: Bowen Craggs Global Web Effectiveness Survey 2013
Campaign 0%
IT ALL BEGINS WITH GREAT CONTENT
© Creuna 12
«Peter, this is great – you have to see it!»
Create great content
Optimise for search engine
Search engine finds and prioritizes you
Other websites create links to your pages
People ”like” your content and link up with you on social media
Highly relevant
traffic
You reach your goals
48 HOURS
SIEMENS /ANSWERS: HUMANIZING A TECHNOLOGY AND INFRASTRUCTURE COMPANY
SIEMENS/ANSWERS DELIVERS CONSISTENT CONTENT ACROSS ALL CHANNELS
siemens.com
m.siemens.com
Owned media Sponsored media
SIEMENS /ANSWERS STORIES PROVIDE CONTEXT
A HUGE EFFORT BY SIEMENS SINCE 2011
y Multiple media
y 49 stories so far
y Focus on person, not the brand
y Human motivation and impact
MASSIVE SUCCESS FOR SIEMENS
43 million impressions
3.4 million story views
300,000 viewers per month
33% completion rate
Won 6 awards
JOURNEY: COCA COLA’S OWN MEDIA COMPANY
DEEP COMMITMENT TO CONTENT PRODUCTION
y 674 article pages
y 6–12 new articles monthly
y 5 300 YouTube videos
y Pitch content to bloggers & media
y Pay to place some content in media
y Relentless performance analysis
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
BOOST IN PRESENCE AND ENGAGEMENT
y 314 million external media impressions
y 7 million visitors, 19 million page views, 6800 comments
y 34,000 social media shares
y 30 million social media impressions
y 100% growth in social media traffic
y 8% growth in month-on-month traffic
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
NORRØNA: AN OUTDOOR GEAR COMPANY REACHING OUT WITH A VARIETY OF CONTENT
MIXED OUTCOMES FOR NORRØNA
y 65,000 likes on Facebook
y 3,100 Twitter followers
y 738 YouTube subscribers
y Active product page discussions
y Modest engagement on Facebook
y No blog comments
y Possibly heavy on pushing product
y Could be more assertive in communicating themes
y More attention to channel differences and & users’ interests, e.g. compare their Pinterest page to Patagonia’s
COMPANIES STRUGGLE WITH MANAGING CONTENT
SKILLS & RESOURCE MISMATCH
Digital channels
y Media is earned by quality and relevancy
y Cost is in creating content, distribution is cheap
Web text Video Info graphics
Images e.g. Flickr, Tumblr
Twitter, Facebook etc.
Forums
Press Print ads Brochures
Traditional channels
y Media coverage is paid for
y Cost is mostly distribution
CULTURAL MISMATCH
Often missing
y Management buy-in
y Employee engagement
y Journalistic mindset within marketing & communications function
External audience
Marketing team
Employee B
Employee A
Employee C
WEAK PROCESSES AND STRUCTURE
Content is a major factor in web usability on corporate websites:
Source: Bowen Craggs Web Effectiveness Survey 2013
50%
0% 20% 40% 60% 80% 100%
of usability problems are due to content
WEAK PROCESSES AND STRUCTURE
Companies lack effective content management infrastructure:
Source: Bowen Craggs Web Effectiveness Survey 2013
17%
27%
25%
49%
58%
0% 20% 40% 60% 80% 100%
do none of the above
check quality of content
have an editorial steering committee
provide editorial guidelines for content producers
share best practices
“At our company, such oversight exists only on paper, but not in practice.” Web Effectiveness Survey respondent
ANALYTICAL GAP
y Understanding content performance
y Making a business case
A FEW POINTERS ON DEVELOPING EFFECTIVE PUBLISHING SKILLS
STEAL WITH PRIDE FROM LEADING PUBLISHERS
y Mission & focus
y Measurement & optimization
y Develop organization and process
y Culture and skills
MANAGING CONTENT EFFECTIVELY
Activity & channel
definition/refinement
Production and
publishing
Content planning
Measurement/ evaluation
team Analysis Vision & Goals Strategy Process definition
STRATEGY Focus on the right content…
EXECUTION AND OPTIMIZATION …and produce it effectively
CONTENT SHOULD BE RELEVANT TO USERS’ NEEDS, YOUR MISSION AND CREDIBILITY
what is your organisation’s
mission?
what is your audience interested in?
where are you most credible?
user
company context
ANALYSIS AND ASSUMPTIONS BEHIND THE CONTENT STRATEGY
y BUSINESS STRATEGY
y BRAND STRATEGY
y AUDIENCE
y COMPETITION
y PRIORITIES
y TARGETS
THE UNDERLYING VISION AND ANALYSIS ARE THE BUILDING BLOCKS FOR THE STRATEGY
MISSION/STRATEGY/BRAND
y What are our key business objectives that this content should support?
y What do we most want to achieve by producing content?
AUDIENCE
y Who is our main target audience for content? Who is NOT?
y 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?
PRIORITIES
y Where are we credible now in delivering content that can help them?
y Where do we WANT to be credible?
COMPETITION
y Who is our main competition in the areas we want to be credible?
y What are they doing right and wrong?
y Who are the rising competitors and what are they doing?
TARGETS
y Which content will we produce?
y How much of it?
y How do we define its quality and relevance
y What are our concrete targets for user activity with our content – and our measures of successful outcomes from that activity?
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.
TONE OF VOICE AND STYLE GUIDES
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.
WHSMITH (UK BOOK RETAILER) POOR CRISIS RESPONSE
MANAGING CONTENT EFFECTIVELY
Activity & channel
definition/refinement
Production and
publishing
Content planning
Measurement/ evaluation
team Analysis Vision & Goals Strategy Process definition
STRATEGY Focus on the right content…
EXECUTION AND OPTIMIZATION …and produce it effectively
CONTENT FOOTPRINT
OWNED SPONSORED EARNED BOUGHT
Advertisement
Advertorial
3rd party blog
3rd party editorial
Tumblr
YouTube
Corp website
Product site
Company blog
Employee blog
Intranet
NEWSROOM MENTALITY AND PROCESS
EDITORIAL STRUCTURE
Editorial board
Managing editor
Section editor e.g. web
Section editor e.g. Facebook
Section editor e.g. Twitter
Section editor e.g. news media/PR
Content producer
• Define/refine content strategy & editorial plans • Approve budgets • Secure resources
• Define editorial plan • Manage editorial process • Allocate resources • Assess performance
• Define content ideas • Produce content
• Coordinate • Review • Publish
CONTENT PRODUCTION WORKFLOWS
Content produced
Prior review needed?
NO Publish
YES
Peer: quality
suitable?
YES
Editor: relevance suitable? YES
NO
YES
Editor: timing
suitable? NO
EDITORIAL CALENDAR PUBLISHING FREQUENCY AND COORDINATION
EDITORIAL CALENDAR PROVIDES A FRAMEWORK FOR CONTENT COORDINATION
CONTENT FOOTPRINT
OWNED SPONSORED EARNED BOUGHT
Advertisement
Advertorial
3rd party blog
3rd party editorial
Tumblr
YouTube
Corp website
Product site
Company blog
Employee blog
Intranet
BE AGILE – AND RELEVANT
y Oreos
y Twitter commercial responding to NFL Superbowl power outage
y Viral success
CULTIVATE COMMUNICATION AS A BASIC SKILL IN THE ORGANIZATION
y Training
y Platforms
y Habit
y Talent hunt
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
TARGETS AND PERFORMANCE INDICATORS ENABLE ANALYSIS AND MANAGEMENT
KPIs should be:
y Aligned with business and content strategy
y Clear
y Actionable
MEASUREMENTS SHOULD SUPPORT YOUR OVERALL STRATEGY
Website visits
Support page visits
Traffic metrics
Drivers KPIS
Form completion rate
Problem resolution rate
Customer satisfaction rate
Customer retention rate
Fikse
BUILD INSIGHTS FROM DATA AND TEST HYPOTHESES ABOUT OPTIMIZING CONTENT
Analyse data
Develop ideas for improvement
Implement changes
Collect data
CONTINOUSLY REFINE CONTENT STRATEGY BASED ON INSIGHTS FROM CONTENT PERFORMANCE
Build KPIs
Redefine goals
Analyse data
Develop ideas for improvement
Implement changes
Collect data
ELIMINATE CONTENT OF LOW RELEVANCE, FIX THE RELEVANT CONTENT THAT ISN’T PERFORMING
Quality
Relevance
BEGIN WITH BASIC DIAGNOSIS
y Relevance to mission
y Quality and quantity
y Lean approach
y Foundation
PROFESSIONALIZE CONTENT MANAGEMENT
y Great content wins
y Think like a publisher to succeed
y Easy to begin
