lindy roux - multi-channel content strategy

@lindroux @siteworx #contentmarketing

Engineer seamless experiences across every digital touch point.


An Explosion of Customer Touchpoints…


“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


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.


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


Content Design

Social Media

Microsites

Blogs

Intranet

E-mail

Print

Tablet Apps

Mobile Apps

Mobile Web

Websites

Content


B2C Example: Bridal Store


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


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



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


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


Lisa’s Journey

§  View / manage scrapbook §  Manage my budget §  Browse and compare dress

styles §  Read wedding tips and advice §  Use virtual fitting tool

Tablet



Lisa’s Journey

§  Stay updated on style news §  Be alerted with respect to new

deals §  Receive appointment

reminders and contextually relevant advice

Email



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



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

Facebook



Lisa’s Journey

§  Stay updated on style news §  Be alerted with respect to new

deals §  Post questions (support-

related)

Twitter



Lisa’s Journey

§  Watch inspirational / runway footage

§  Watch reality TV wedding gown shows

§  Share my wedding video

YouTube



Lisa’s Journey

Pinterest §  Collect inspiration for fashion,

food & decoration §  Follow other weddings §  Bridal notebook



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


B2B Example: Business Consulting


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


Shane’s Journey

§  Watch presentation on business process management by consultants from a number of companies

YouTube

Awareness Compare Advocate Research Analyze Participate


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



Shane’s Journey

§  Understand conversation about X company

§  Network with peers §  Participate in industry and

SME groups §  Crowd source selection

criteria

Linked In



Shane’s Journey

§  Crowd source selection criteria

§  Identify thought leaders in this space

Twitter



Shane’s Journey

§  Review thought leadership §  Bookmark content for review/

aggregation later §  Watch video case studies

Phone &Tablet



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


Shane’s Journey

§  Specific targeted information only

§  Access to gated content

Email

Awareness Compare Participate Advocate Research Analyze


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



Non-profit Example


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


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


Magda’s Journey

§  Make a donation §  Watch videos §  Find event details

Smartphone



Magda’s Journey

§  Watch videos §  Read inspirational stories §  Register for an event §  Make a donation

Tablet



Magda’s Journey

§  Read stories from donors & beneficiaries

§  Make a donation §  Share my story §  Tell my friends about my

involvement §  Solicit event sponsorship

Facebook



Magda’s Journey

§  Follow beneficiary organization

§  Solicit participation §  Share my involvement §  Follow events

Twitter



Magda’s Journey

§  Watch inspirational videos §  See post-event videos

YouTube



Magda’s Journey

§  Receive event and fundraising updates

§  Personal encouragement and progress

§  Community updates

Email



Magda’s Journey

§  Find information about cancer organizations

§  Read and view inspirational content

§  Share my involvement §  Solicit event sponsorship

Google+



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



Step 1: Develop Personas and Journey Maps


Step 2: Prioritize Content per Channel


Step 3: Structure your Content


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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A Little About Siteworx

Thank You!

Lindy Roux Principal Content Strategist

(703) 657-1317

[email protected]

lindy roux - multi-channel content strategy

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