Content Strategy for the multi-screen world

BOLO 2012 - October 8th 2012

Kim Lawless @kklawlessTeehan+Lax www.teehanlax.com

Who I am

‣Content Strategist at Teehan+Lax‣Teehan+Lax: De!ning and designing customer experience in the digital channel‣Helping brands and businesses navigate the multi-screen world

What do we mean by content?

The digital channel today

Content strategy for the

multi-screen world

What do we mean by content?

The digital channel today

Content strategy for the

multi-screen world

5

Content ≠Marketing Copy

LongformBranded

InstructionalUser-generated

Systemic

7

Longform Content

8

Branded Content

Instructional Copy

10

User-generated Content

11

Systemic Content

12

Content Strategy: A plan to deliver the right content to the right users in the right contexts

Content Strategy:‣ Helps identify the content users want and need‣ Makes a plan to create, deliver and manage that content‣ De!nes how content lives and "ows through the system

What do we mean by content?

The digital channel today

Content strategy for the

multi-screen world

20

Technology has enabled a shift from passive consumer to

active customer

Multi-screen is how people spend their time

http://www.thinkwithgoogle.com/insights/featured/new-multi-screen-world-insight/

Multi-screen behavior changes according to context

http://www.thinkwithgoogle.com/insights/featured/new-multi-screen-world-insight/

People have different modes for consuming content

http://www.thinkwithgoogle.com/insights/featured/new-multi-screen-world-insight/

What do we mean by content?

The digital channel today

Content strategy for the

multi-screen world

Active customers expect to get the content they want and need, on any screen.

28

Active customers expect atomized content.

35

Content orbits active customers, not brands.

3772

7

3772

7

Multi-Screen Content Strategy plans for:‣ Content active customers want and need, on any screen‣ Content that can be freed from presentation and ‘atomized’‣ Content that orbits users, not brands

Start with the user

41Source: Forrester Research, Inc. Consumer Technographics

Kate SinclairUp-and-comer

Dayton, Ohio

27, Image-conscious

54 K income

Carries an iPhone

Meet KateKate is a Public Relations associate at Hill & Knowlton. She gets to use her excellent communication and multitasking skills on the job, and works with some pretty interesting clients.

Often influenced by what’s hot, she strives to own the best brands and likes to impress people with her lifestyle.

Kate dresses to impress and likes to show off her taste and style to other women who find her fashion sense an inspiration.

She has a active social life and likes to try new bars and restaurants with her friends. She keeps fit with classes at a Good Life club near her office and has recently gotten into running -- she’s thinking of running a 10k race this summer.

Digital BehaviourKate engages in the most diverse repertoire of digital activities. She has identities in prominent social networks and actively maintains a fashion blog.

Her primary device is her iPhone, which she relies on to keep in the loop. As soon as she learns something new, she discusses it with friends online and lures them to check out her most recent discoveries.

Active on social networks, she love to make social plans and keeping everyone updated about her latest adventures.

She is also an active online shopper, buying cosmetics and accessories on her favourite sites.

Plan for the behavior, not the technology

?

44

Understand your client’s content

ecosystem

Know your content DNA

Content Strategy for theMulti-screen world

‣Start with the user‣Plan for the behavior, not the technology‣Understand your client’s content ecosystem‣Know your content DNA

Multi-screen content strategy is about learning about users and

serving them better, not just serving content on different screens.

Thanks!

Kim Lawless @kklawlessTeehan+Lax www.teehanlax.com