Transcript Content Strategy Applied

We are Bourne.
A digital agency not satisfied being
called a digital agency.
Content Strategy Applied:
Building a foundation for Multilingual Content Strategy
January 13th, 2011
New York/London/Glasgow
Introduction and Agenda
A digital agency not
satisfied being called a
digital agency.
• 3 offices: New York, London, Glasgow
• 45 planners, marketers, creatives, technical developers,
writers, and project managers
• Delivering work in over 25 languages
• Providing strategic planning guidance and operational
excellence across all digital channels
• Specialising in making digital marketing fast, flexible and
effective
• www.wearebourne.com
• Twitter: @wearebourne
Client Services /
Planning
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Account Mgmt
Project Management
Project Definition
Research / Insights
Analytics
Strategy
Technical
Development
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Content Management
E-commerce
Database Development
Intranets / Extranets
System Integration
Hosting
Acquisition
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Online Marketing
Data Planning
E-mail Marketing
SMS & Mobile
Creative Design
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Websites / Micro-sites
E-mail Marketing
Landing Pages
Online Advertising
3D Modelling
Video Post Production
Illustration
Content
Development
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Content Strategy
Content Research
Copywriting
Translation &
Localisation
Front End
Development
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Information architecture
Usability
HTML/CSS
Flash & ActionScript
Accessibility
Game Development
Industry Context
The way customers consume
your brand has changed.
Customers have always asked hard questions. But now they don’t
always ask you directly. At least not in the beginning stages. And then
when they do, they just want to find the answers. Now. And more often
than not, this happens online.
This change has happened
faster, and to a greater extent
than most businesses realise.
Customer expectations are very high. They don’t simply trust a few
advertising headlines any longer. Brands are now read, viewed,
heard, experienced, sampled, used, poked and prodded, and laid
open to public trial and judgement in a wide variety of channels;
not all of which you control.
This means that Content has a
very big job to do.
Content is now branding.
Fleeting encounters with ads and straplines don’t make brands any
more. Deep analysis and interrogation of your business builds
brands. And much of this is done via content.
So, brand = content.
And it’s definitely sales.
So much of the sale process happens before you ever meet your
customer. B2B buyers often arrive at a vendor shortlist before
making contact with any one of them. Vendors that provide the
right information at the right time to help buyers work through
the pre-purchase process, are far more likely to make it to the
final sales conversation.
But, this presents a
problem.
Most businesses are not prepared for marketing in
this environment.
They don’t work like this. They don’t employ the right people for
this. They don’t plan marketing and they do not budget for this. For
most, content is one-dimensional and the delivery is slow and
painful.
This problem has been
ignored for some time now.
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Thought leadership
CRM
1:1 marketing
Personalisation
Micro-segmentation
User experience
Behavioural targeting
Customer lifecycle marketing
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Search engine optimisation
Pay-per-click
Viral marketing
Lead nurturing and marketing
automation
• Websites
• Social media
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* Nearly every major online marketing trend/strategy
over the last decade has been
held back, not by strategy or technology but, by content.
And, tackling the challenge
requires a few changes:
1.
Agreeing business/brand strategy and organisational buy-in about the importance of
content.
2.
Identifying knowledge and content owners, both within and outside the business – and
broad accountability for producing it.
3.
Identifying key content themes aligned to strategy and a foundation of source
information for creating it.
4.
Structuring the approach and timeline for delivering content.
5.
Finding processes and technology to speed up the delivery
We call this Content Strategy:
Based on business and brand objectives content strategy defines;
who you want to talk to, what you want them to think and do, what
content is right for the job and how you package and release it as a
continuous, engaging story.
And it defines how, you as a business, are going to deliver it – by
outlining where knowledge and content live inside and outside
your business, and how you are going to get content from the
people that know it, to the people that produce it.
Content strategy moves from
treating content as a project
phase to treating it as a
strategic business asset
Like any asset, content requires investment, management and
nurturing to achieve maximum performance.
The Four Pillars of Content Strategy
People
Structure
Process
Tech
Developing content as a strategic business asset, particularly in a
multilingual environment, means that you must address key
organisational barriers
Multilingual Organisations
Localisation capabilities tend to
follow a common evolution
1.
Phase 1: No localisation
2. Phase 2: Cut, paste and translate
3. Phase 3: Two Tiers: Large and small markets
4. Phase 4: A strategic content strategy framework
There are two types of multilingual
marketing structures
Centralised
Decentralised
Approach:
Approach:
Centrally planned and executed content
Centrally planned and locally executed
Relationship with other markets:
Relationship with other markets:
Dependant in input of local level content
Central marketing sets strategy and
guidelines, while providing tools that
help markets create and publish content
The Content Strategy Process
Building a long-term content
strategy approach
Key stages
Bourne has a comprehensive methodology for
full-scale content strategy management, which
covers:
1.
Research
2.
Audit
3.
Planning
4.
Content creation
5.
Build and deploy across key touch point and
channels
6.
Test/Measurement/Optimisation
The key is looking at this as a cycle of activity
that works continually across business objectives
rather than a on-off sequential process.
However, in practice there is
always a mix of short-term
and long term activities
working in cycles
Common Scenario
1.
A quick -win content strategy
2.
Long-term strategic plan and theme setting
3.
Bite-size audit s for daily, weekly and
monthly activity
4.
Frequent content creation cycles to support
campaign cycles
5.
Revisions to strategic plans and business
objectives shift
Content and communication
audit in detail - example
The initial content and communication audit is
critical in establishing the strongest possible
theme:
1.
Understand as many marketing activities
(event, webinars, product launches, partner
incentives etc) as possible and plot them in a
programme calendar
2.
Identify key existing content assets
(whitepapers, customer case studies etc)
3.
Identify internal content already scheduled
to be produced in short term and long-term
(new whitepapers, research, case studies
etc)
4.
Gather supporting sales collateral and
customer research that may be available
5.
Understand any related marketing activity
happening in within the channel that should
be leveraged
A content strategy framework across large
multinational organisations
Content drives an online toolkit to support multiple
business objectives
Awareness
Analyst Briefings
Banners
Customer Acquisition
Analyst Briefings
Website Content
Data Acquisition
Sales Collateral and
Templates
Whitepapers
E-mail Nurture Strategy
(Automation)
Event Support
Campaign Landing Pages
Contact Centre Support
E-mail Nurture Strategy
(Automation)
Whitepapers
Video Content
SEO/Pay-per-click
Customer Case Studies
Telesales Support
TCO/ROI Tools
Interactive/Experiential Apps
Podcasts
Webinars
Webinars
Local Event Support
Marketing Support
Sales Enablement
Growth and Retention
Online PR
Advertorials
Content Toolkit: The toolkit needs to be flexible to
work across markets with varying needs
Tier 1 Markets
Tier 2 Markets
Tier 3 Markets
Complete Product and
Solutions Portfolio
Partial Product and Solutions
Portfolio
Emerging Markets
Structured Activity
Ad-hoc Activity
Segmented Communications
Little Segmentation
Strong sales teams and
partnerships
Developing sales teams and
partner networks
In-market customer
examples
Reliant on out-of-market
case studies
Significant marketing
budgets
Technology limitations
Not ready
High
Selected targeting of major
accounts
Ad-hoc Sales Support
Internal Communications
and Education
Online communications are
limited
Low
Market Readiness
There are tools you can use
to capture and manage this
information.
Capture:
Manage:
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Marketing plan
Content Audit
Customer Personas
Customer Lifecycle
Decision Maker Maps
Data modelling
Editorial Calendar
Information Architecture
Workflow processes
Publishing Tools
Content Toolkit
Clear guidelines around central and local
responsibility, for example:
Central Marketing
Local Markets
Strategy
Local market information
Umbrella Messaging
and Proposition
Tactical content
development
Creative Approach
Localisation
Strategic level content
creation
Customer feedback and
evaluation
Pan-market
communications
Marcomms templates
and guidelines
Training
Example – Dell Channel Partner Programme
Dell Computers: Global Channel Marketing
Project Summary
• Bourne is responsible for online
communication in Dell’s Partner Channel in
US, LatAm, EMEA and APAC
• We’ve developed a consistent suite of
templates and creative guidelines that are
used globally
• We’ve developed a central store of localized
content which can be readily accessed for
campaign reuse
• We developed a system that reduces
production time for multilingual campaigns
from over 25 days to less than 7
• With the fundamentals in place, we are now
developing a quarterly editorial schedule
which will extend across multiple formats
and channels
Blast date agreed
and milestones set
Stakeholders
submit assets for
stories
Bourne copywriter
engaged
English master
newsletter built into
existing template in
Basis tool
Copy finalised and
approved by client
Subsequent draft
copy shared by
Bourne
Master language
variants built into
Basis
EMEA review team
engaged
When master
approved, copy is
sent for translation
Draft copy shared
for review
Stakeholders
feedback / edit
documents
Localisations
created. Bourne
responsible
Newsletter blast
Example – Ricoh European Websites
Case example: Ricoh Europe websites
Challenge
With little notice, Ricoh Japan (Corporate HQ) instigated a global re-design of the business’
entire global website portfolio. The global marketing team developed a comprehensive set of
brand guidelines and imposed tight timelines for implementation within each region
according to their own business objectives and content requirements. Bourne and Ricoh
Europe realised that this was the time to make a significant change in the content and
structure of the website. Bourne’s challenge was to lead Ricoh through this process and deliver
a revised website in 14 languages within unmoveable timelines.
Approach
Bourne delivered a content discovery plan that ran in conjunction with the initial stages of
the web development programme. Content briefs were distributed to all business units and
key product managers followed by in-person content workshops and review of all key
findings against the central business/brand strategy.
Outcome
The output of the content discovery plan went straight into the Information Architecture phase
of the website. The revised structure was pitched to senior management, which subsequently
informed the creative approach and build plan.
Case example: Ricoh Europe websites
Integrating content
strategy, website design
and build tasks
Case example: Ricoh Europe websites
Developing a rapid yet
structured approach to
developing content
Case example: Ricoh Europe websites
Content discovery process
informs information
architecture and website
templates
Example – Creating Themes/Ricoh
Knowledge Series
Campaign Overview: Maximising the MDS Story
• There is often a great deal that can
be done with the content that
already exists in a business, just by
getting multiple stakeholders to
work together and by packaging
content more effectively
• This campaign arose from a simple
2 week audit across several business
units at Ricoh, which identified that
several initiatives were taking place
including video production,
whitepapers, webinars and
customer research. We simply
joined the dots, and The Ricoh
Knowledge Series was born. And,
by positioning this as a series, it is
much more compelling to customers
than each activity would have been
on their own
Campaign Overview: Creating engagement
and longevity
• The Knowledge Series is the main
driver of campaign engagement and
longevity. It will initially draw
interest and data capture using IDC
Research and will then provide a
platform for bringing new elements
into the campaign as they become
available, including webinars,
whitepapers, industry briefings and
interactive tools,
• The Knowledge Series is positioned
as timeline of activity. A repository
holds all previous activity, and the
timeline shows what’s coming up.
The simple positioning as a long
term initiative, incentives
registration and provides a platform
for ‘socialising’ the content.
Additional Considerations
Content strategy
demands that
business change their
behaviour and
structure.
• Brands that are online are publishers and
they must act like it
• Publishers develop themes and create
stories. Then they create editorial schedules
that find as many creative ways of talking
about that theme as possible. Then they
fight to meet their schedules
• Staff must be either recruited or trained to
facilitate insight and content generation. It
must be in their job descriptions.
• The fact is that right now, the responsibility
for this task is limited to a few – and almost
no one else has a vested interest in
supporting these people.
D
Tweets
Short Press
Releases
RSS
Feed
Daily
W
New Blog Post
New News Articles
Newsletters
Weekly
M
Monthly
Q
Quarterly
Webinar
(Tactical)
Big Webinar
(Senior Manager)
Long Article/News
Posts
Research
Release
Podcast
Major
Whitepaper
Mini-Whitepaper
(i.e. 5 ways to…)
iPhone App
and Updates
Invest in developing content
as a strategic business asset:
Recruit or develop a content strategy
role
Work with marketing partner to
develop over all content strategy and
production methodology
Continuously develop a content
development toolkit
• Content requirements checklist
• Content matrix
• Content library
• Marketing calendar
• Editorial guidelines
Brand strategy must
extend much deeper
• Standard brand guidelines are not
enough
• Brand strategy and development must
extend to:
- PR and sales strategy
- Content and editorial strategy
- Customer experience objectives
- Social media themes
- Customer lifecycle messages
- Rules of engagement for handling
two-way customer communication
Businesses must do
strategy first. Then
Technology
• Marketing has so far failed to take
control of digital technology strategy
• For large organisations, the technology
decisions that IT departments make can
limit the capabilities of marketing and
sales for up to a decade if the wrong
decision are made
• There are two types of technology: 1)
That which enforces consistency and
control; and 2) that which enables
flexibility and speed. They mustn't be
confused.
• It is always better to get to market first
with lightweight technology and backfill
once you are know what everyone wants
Build metrics and value around content
Can you measure how big the shift in the
importance of content is in your organisation?
• Build in Dashboard management
approach
• Build in metrics that focus on
engagement (repeat usage and
exposure)
• Build in lead generation metrics
• Understand and measure
business follow-up to leads
generated
• Track and measure the businesses
ability to do online marketing
efficiently
• Track development and progress
of content as an asset across the
business
• Track the availability and
production of content source
material
• Track rollout and usage of
content, most popular, most
effective etc
Comparing content to media.
£100,000 Display ad spend
3 million impressions
60,000 clicks (0.02%)
24,000 customers beyond the home page (60% bounce rate)
240 leads (@1%conversion)
Cost-per lead = £416 per lead
£100,000 Content Production
166 days x 2 articles = 333 articles
333 pages indexed +666 back links+333 Tweets
599,400 views in 3 months (10 per day)
5999 leads (1% conversion)
Cost-per lead = £16.66 per lead
Summary
Chad Butz
Planning Director
[email protected]
+44(0) 781 775 4015
www.wearebourne.com
Twitter:
@wearebourne
@chadatbourne
Any questions?
Speak soon.
New York/London/Glasgow