Post on 13-May-2015
description
@lindroux @siteworx #contentmarketing
Engineer seamless experiences across every digital touch point.
@lindroux @siteworx #contentmarketing
An Explosion of Customer Touchpoints…
@lindroux @siteworx #contentmarketing
“Digital customer experience today is defined primarily by websites, with mobile applications on smartphones not far behind, and the future will include as many as 10 additional customer touchpoints. Deciding which channels to incorporate into your strategy is crucial to defining your organization's future in digital customer experience.”
Source: Forrester, Unify The Digital Experience Across Touchpoints, August 2012
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MULTI-CHANNEL DIGITAL STRATEGY The Company should own every touchpoint along the customer journey. Mapping content to channel and market segment specific goals will result in greater immersion in the brand, and ultimately higher conversion rates. Create once, publish everywhere, but in a contextually relevant way.
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Contextualization
§ Understand WHO the customer is (Persona)
§ HOW they behave (Journey Maps)
§ WHAT content fulfills their needs (Content Maps)
§ WHERE that content is best delivered (Multi-channel Content Strategy)
Desktop Social Tablet Phone In Store Email
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Content Design
Social Media
Microsites
Blogs
Intranet
Tablet Apps
Mobile Apps
Mobile Web
Websites
Content
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B2C Example: Bridal Store
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Competitive Artifacts Persona | Meet Lisa
§ Female Age: 29
§ Project Manager, New York
Lisa is getting married next fall and is in full ‘planning-mode’ for the event. She and her fiancé, Ben, are paying for the wedding and they are consequently on a budget. Lisa wants to make sure that the bridal party looks coordinated, stylish and unique.
Lisa Martinez
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Lisa’s Journey
Get Inspired Purchase Validate Advocate
Affiliate Site
Plan Experience
§ Collect inspiration for wedding § Start planning and budgeting § Source wedding dress stores § Wedding Website
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@lindroux @siteworx #contentmarketing
Lisa’s Journey
Get Inspired Purchase Validate Advocate
§ Browse and compare dress styles
§ Use virtual fitting tool § Create / view an idea
scrapbook § Communicate with my bridal
party and consultant § Create/ manage a budget
Website
Plan Experience
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Lisa’s Journey
§ Share pictures with my bridal party
§ Upload to scrapbook § Manage my budget § Locate a store § Set/view appointment
Smartphone
Get Inspired Purchase Validate Advocate Plan Experience
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Lisa’s Journey
§ View / manage scrapbook § Manage my budget § Browse and compare dress
styles § Read wedding tips and advice § Use virtual fitting tool
Tablet
Get Inspired Purchase Validate Advocate Plan Experience
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Lisa’s Journey
§ Stay updated on style news § Be alerted with respect to new
deals § Receive appointment
reminders and contextually relevant advice
Get Inspired Purchase Validate Advocate Plan Experience
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Lisa’s Journey
§ Try on styles I selected online § Share fitting live with my
friends and family § Record fitting pictures for my
scrapbook
In-store
Get Inspired Purchase Validate Advocate Plan Experience
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Lisa’s Journey
§ Poll my friends for ideas § Stay updated on style news § Be alerted with respect to new
deals § Share the wedding pictures
after the event
Get Inspired Purchase Validate Advocate Plan Experience
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Lisa’s Journey
§ Stay updated on style news § Be alerted with respect to new
deals § Post questions (support-
related)
Get Inspired Purchase Validate Advocate Plan Experience
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Lisa’s Journey
§ Watch inspirational / runway footage
§ Watch reality TV wedding gown shows
§ Share my wedding video
YouTube
Get Inspired Purchase Validate Advocate Plan Experience
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Lisa’s Journey
Pinterest § Collect inspiration for fashion,
food & decoration § Follow other weddings § Bridal notebook
Get Inspired Purchase Validate Advocate Plan Experience
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Content: Product Images
Offers Articles Runway Videos
Virtual fitting room
Store Locator
Web X X X X X
Tablet X X X X
Mobile X X X
Email X X
YouTube X
Pinterest X
Facebook X X X
Twitter X
In-store X X
Affiliate site X X X
Content Prioritization
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B2B Example: Business Consulting
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Competitive Artifacts Persona | Meet Shane
§ Male Age: 31
§ Analyst, Washington
Shane works for a major energy company. His boss has asked him to evaluate responses to an RFP for Business Process Management Consulting. Shane knows that if he helps his boss to select the right company, it will bode well for both their careers.
Shane McNulty
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Shane’s Journey
§ Watch presentation on business process management by consultants from a number of companies
YouTube
Awareness Compare Advocate Research Analyze Participate
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Shane’s Journey
§ Case studies specific to the energy industry
§ Details of the business process consultants in (geo)
§ Access to company financials § Bookmark or sample content
for a presentation
Website
Awareness Compare Advocate Research Analyze Participate
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Shane’s Journey
§ Understand conversation about X company
§ Network with peers § Participate in industry and
SME groups § Crowd source selection
criteria
Linked In
Awareness Compare Advocate Research Analyze Participate
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Shane’s Journey
§ Crowd source selection criteria
§ Identify thought leaders in this space
Awareness Compare Advocate Research Analyze Participate
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Shane’s Journey
§ Review thought leadership § Bookmark content for review/
aggregation later § Watch video case studies
Phone &Tablet
Awareness Compare Advocate Research Analyze Participate
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Shane’s Journey
Forum § Benchmark against other
companies § Interact with peers and
thought-leaders § Rate the responses of others
Awareness Compare Research Analyze Advocate Participate
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Shane’s Journey
§ Specific targeted information only
§ Access to gated content
Awareness Compare Participate Advocate Research Analyze
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Content: Case Studies Thought Leadership Articles
Company Financials
Presentations Conversation Starters
Office Locations
Web X X X X X
Tablet X X X X
Mobile X X X
Email X X
YouTube X X
LinkedIn X X
Twitter X X
Forum X X
Slideshare X
Content Prioritization
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Non-profit Example
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Competitive Artifacts Persona | Meet Magda
§ Female Age: 52
§ Daytona Beach, Florida
Magda lost her mother to breast cancer. She is a survivor herself and believes that she has been given a second chance. She wants to give back to those committed to eradicating this disease through continued research and care, and is looking for the right organization to support.
Magda Simmons
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Magda’s Journey
§ View inspirational videos and stories
§ Research the non-profit § Make a donation § Register for an event § Learn about philanthropy
Website
Search Participate Belong Advocate Research Donate
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Magda’s Journey
§ Make a donation § Watch videos § Find event details
Smartphone
Search Participate Belong Advocate Research Donate
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Magda’s Journey
§ Watch videos § Read inspirational stories § Register for an event § Make a donation
Tablet
Search Participate Belong Advocate Research Donate
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Magda’s Journey
§ Read stories from donors & beneficiaries
§ Make a donation § Share my story § Tell my friends about my
involvement § Solicit event sponsorship
Search Participate Belong Advocate Research Donate
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Magda’s Journey
§ Follow beneficiary organization
§ Solicit participation § Share my involvement § Follow events
Search Participate Belong Advocate Research Donate
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Magda’s Journey
§ Watch inspirational videos § See post-event videos
YouTube
Search Participate Belong Advocate Research Donate
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Magda’s Journey
§ Receive event and fundraising updates
§ Personal encouragement and progress
§ Community updates
Search Participate Belong Advocate Research Donate
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Magda’s Journey
§ Find information about cancer organizations
§ Read and view inspirational content
§ Share my involvement § Solicit event sponsorship
Google+
Search Participate Belong Advocate Research Donate
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Content: About the Organization
Donation Processing
Donor stories Beneficiary stories
Conversation Starters
Event Details
Web X X X X X
Tablet X X X X X
Mobile X X X X X
Email X X X X
Facebook X X X X X X
Twitter X X X
You Tube X
Google + X X X X X
Content Prioritization
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Step 1: Develop Personas and Journey Maps
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Step 2: Prioritize Content per Channel
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Step 3: Structure your Content
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Step 4: Evaluate, Rinse & Repeat
Page Details Qualitative Scores
Quantitative Evaluation
Title Scanable Compelling Current Relevant SEO
Consistent with brand attributes
Accessible, plain language
Grammar/ spelling
Content Views Favorited Shared
Age of Content
# of Inbound Links
Megacommuni,es Podcast Series 3 2 1 4 2 2 2 4 2 3 3 3 1 Cyber Wargames 3 5 5 5 5 5 5 5 3 5 5 3 3 Growth and Future of Megacommuni,es 2 3 2 4 2 3 2 4 3 2 4 4 4 The Key to Successful Execu,on 3 2 1 4 2 2 2 4 2 3 3 3 1 A Megacommunity That Did Not Work 3 5 5 5 5 5 5 5 3 5 5 3 3 Selling the Idea of a Megacommunity 2 3 2 4 2 3 2 4 3 2 4 4 4 Megacommuni,es 3 2 1 4 2 2 2 4 2 3 3 3 1 Smart Power 3 5 5 5 5 5 5 5 3 5 5 3 3 Booz Allen Diagnos,c Services 2 3 2 4 2 3 2 4 3 2 4 4 4 Frequently Asked Ques,ons 3 2 1 4 2 2 2 4 2 3 3 3 1 Overview of What it Takes to Change Government 3 5 5 5 5 5 5 5 3 5 5 3 3 David Mader at the Partnership for Public Service Panel Discussion 2 3 2 4 2 3 2 4 3 2 4 4 4 ADM James M. Loy, former Coast Guard Commandant at the Partnership for Public Service 3 2 1 4 2 2 2 4 2 3 3 3 1 Jeff Myers on Federal News Today on News Channel 8 3 5 5 5 5 5 5 5 3 5 5 3 3 Partnership for Public Service Panel Highlights 2 3 2 4 2 3 2 4 3 2 4 4 4 Request Addi,onal Informa,on 3 2 1 4 2 2 2 4 2 3 3 3 1 Research Authors 3 5 5 5 5 5 5 5 3 5 5 3 3 Sample Lessons 2 3 2 4 2 3 2 4 3 2 4 4 4 Thank You 3 2 1 4 2 2 2 4 2 3 3 3 1 What It Takes to Change Government 3 5 5 5 5 5 5 5 3 5 5 3 3 Workforce of Tomorrow 2 3 2 4 2 3 2 4 3 2 4 4 4 Advance Our Government 3 2 1 4 2 2 2 4 2 3 3 3 1 Career Transi,oning and Mentoring 3 5 5 5 5 5 5 5 3 5 5 3 3 Client Work 2 3 2 4 2 3 2 4 3 2 4 4 4 Community Support & Engagement 3 2 1 4 2 2 2 4 2 3 3 3 1 Commitment to Our Military, Veterans, and Families 3 5 5 5 5 5 5 5 3 5 5 3 3 All Content Related to Suppor,ng Our Military, Veterans, and Families 2 3 2 4 2 3 2 4 3 2 4 4 4
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§ Award-winning interactive agency
§ Strong qualifying track record in the Global 500
§ Specialize in audience driven design & digital branding
§ Expertise in digital marketing & sales systems implementation & integration
A Little About Siteworx
Thank You!
Lindy Roux Principal Content Strategist
(703) 657-1317
lroux@siteworx.com