1. Content Strategy for the
multi-screen world
BOLO 2012 - October 8th 2012
Kim Lawless @kklawless
Teehan+Lax www.teehanlax.com

2. Who I am
‣Content Strategist at Teehan+Lax
‣Teehan+Lax: Defining and designing
customer experience in the digital channel
‣Helping brands and businesses navigate
the multi-screen world

3. What do we
mean by
content?
The digital
channel today
Content
strategy for the
multi-screen
world

4. What do we
mean by
content?
The digital
channel today
Content
strategy for the
multi-screen
world

5. Content ≠
Marketing Copy
5

6. Longform
Branded
Instructional
User-generated
Systemic

7. Longform Content
7

8. Branded Content
8

9. Instructional Copy

10. User-generated Content
10

11. Systemic Content
11

12. 12

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

15. Content Strategy:
‣ Helps identify the content users
want and need
‣ Makes a plan to create, deliver and
manage that content
‣ Defines how content lives and flows
through the system

17. What do we
mean by
content?
The digital
channel today
Content
strategy for the
multi-screen
world

21. 20

23. Technology has
enabled a shift from
passive consumer to
active customer

24. Multi-screen is how people
spend their time
http://www.thinkwithgoogle.com/insights/featured/new-multi-screen-world-insight/

25. Multi-screen behavior changes
according to context
http://www.thinkwithgoogle.com/insights/featured/new-multi-screen-world-insight/

26. People have different modes
for consuming content
http://www.thinkwithgoogle.com/insights/featured/new-multi-screen-world-insight/

27. What do we
mean by
content?
The digital
channel today
Content
strategy for the
multi-screen
world

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

29. 28

32. Active customers expect
atomized content.

36. 35

37. Content orbits active customers,
not brands.

38. 7
3
7

39. 7
3
7

40. 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

41. Start with the user

43. Kate Sinclair
Up-and-comer
Dayton, Ohio
27, Image-conscious
54 K income
Carries an iPhone
Meet Kate Digital Behaviour
Kate is a Public Relations associate at Hill & Kate engages in the most diverse repertoire of
Knowlton. She gets to use her excellent digital activities. She has identities in prominent
communication and multitasking skills on the job, social networks and actively maintains a fashion
and works with some pretty interesting clients. blog.
Often influenced by what’s hot, she strives to own Her primary device is her iPhone, which she relies
the best brands and likes to impress people with on to keep in the loop. As soon as she learns
her lifestyle. something new, she discusses it with friends
online and lures them to check out her most
Kate dresses to impress and likes to show off her recent discoveries.
taste and style to other women who find her
fashion sense an inspiration. Active on social networks, she love to make social
plans and keeping everyone updated about her
She has a active social life and likes to try new latest adventures.
bars and restaurants with her friends. She keeps fit
with classes at a Good Life club near her office and She is also an active online shopper, buying
has recently gotten into running -- she’s thinking cosmetics and accessories on her favourite sites.
of running a 10k race this summer.
Source: Forrester Research, Inc. Consumer Technographics 41

44. Plan for the behavior,
not the technology

45. ?

46. 44

47. Understand your
client’s content
ecosystem

49. Know your content DNA

51. Content Strategy for the
Multi-screen world
‣Start with the user
‣Plan for the behavior, not the technology
‣Understand your client’s content
ecosystem
‣Know your content DNA

52. Multi-screen content strategy is
about learning about users and
serving them better, not just serving
content on different screens.

53. Thanks!
Kim Lawless @kklawless
Teehan+Lax www.teehanlax.com