Fra indholdssystemer til indholdsstrategier
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Presentation at Creuna Denmark 25th march 2014 by senior UX advisors Teresa Schilder-Knudsen and Mads Aakjær Lauridsen. In this presentation we focus on the very foundation of an effective content strategy - namely the Killer Content.
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Fra indholdssystemer til indholdsstrategier
- 1. Fra indholdssystemer til indholdsstrategier Glem dit CMS. Det er indholdet, der tæller. Teresa Schilder-Knudsen Mads Aakjær Lauridsen morgenbriefing
- 2. Opsummering af besvarelser Hvad er den største inholdsmæssige udfordring på din virksomheds digitale platform ? © Creuna 41% 11% 13% 17% 18% Der er ikke nok ressourcer til at producere og redigere tekster 22 besvarelser Vi ved ikke hvad brugerne efterspørger 6 besvarelser Det er uklart hvad vi gerne vil have brugerne til at gøre 7 besvarelser Det redaktionelle ansvar er uklart 9 besvarelser Vi har for meget indhold, og vi kan ikke selv finde rundt i det længere 10 besvarelser Andet: 6 bevarelser Antal besvarelser i alt: 54
- 3. © Creuna What stands in the way of good great content?
- 6. © Creuna Copywriting is all you need …
- 7. Agenda © Creuna 1 Why Content Strategy? 2 What is Content Strategy? 3 How do you succeed with Content Strategy?
- 11. © Creuna "... if you can hold a visitor’s attention for just three minutes they are twice as likely to return than if you only hold them for one minute." Source: Times.com/Chartbeat research
- 12. Where we spend time reading © Creuna 65,7%Of engagement below the fold TOP OF PAGE DIGITAL FOLD END OF CONTENT Data from 1 million visitors on 10 publishers over a 24 hour period ENGAGEMENT LOW HIGH
- 13. © Creuna imagine if your content was
- 14. © Creuna relevant reflecting business goals directed at user needs at the right touch point
- 17. Agenda © Creuna 1 Why Content Strategy? 2 What is Content Strategy? 3 How do you succeed with Content Strategy?
- 18. © Creuna Content Strategy plans for the creation, delivery and governance of useful, usable content. Content Strategy for the Web - Kristina Halvorson & Melissa Rach Sustainable Content Strategy:
- 19. © Creuna governancestructure substance workflow Model from Content Strategy for the Web by Kristina Halvorson and Melissa Rach Content components People components CORE STRATEGY Elements of a sustainable content strategy
- 20. © Creuna Must Win Battles
- 21. © CREUNA +30 YEARS, COSMOPOLITAN, MAINLY WOMEN DIGITAL SAVY VISUAL SOCIAL SHOPPING MULTITASKING AFFORDABLE LUXURY QUALITY MATTERS Consumer needs
- 22. SOCIAL MEDIA SUPPORT E-COMMERCE WEBSITE APPS & ADAPTIVE CONTENT STORE
- 23. Complex Easy Irrelevant High impact Content Prioritize © Creuna Idiocy No reason to do this – whatsoever! Easy wins Nice & easy, but be aware that your competitor does it too Killer content This is hard work, but it differentiates you from others Noise Don’t mess with your core message!
- 24. Complex Easy Irrelevant High impact Content Prioritize © Creuna Idiocy No reason to do this – whatsoever! Easy wins Nice & easy, but be aware that your competitor does it too Killer content This is hard work, but it differentiates you from others Noise Don’t mess with your core message!
- 29. An effective content strategy is © Creuna Based on business goals Prioritized and realistic Targeted at consumer needs
- 30. Agenda © Creuna 1 Why Content Strategy? 2 What is Content Strategy? 3 How do you succeed with Content Strategy?
- 31. How do we communicate it? Concept What is the market potential? Insights Which content will strengthen our business? Killer content The process
- 32. © Creuna Kill the noise
- 33. © Creuna Case 1500 pages 20 pages counts for 75% of total visits 35% of pages were never used Source: Client case
- 35. © Creuna Do less – not moreDo less - not more
- 36. ”man who chases two rabbits catches neither.” Kungfutze
- 37. © Creuna Bring back power to the editor
- 38. God overbliksartikel om content strategy, content marketing og copywriting http://www.smashingmagazine.com/content-strategy-storytelling/ Artikel på Time.com om attention web http://time.com/12933/what-you-think-you-know-about-the-web-is-wrong/ Halvarsson & Rach Content Strategy bog http://contentstrategy.com/ Creunas Morgenbriefings om COPE og Customer Experience Strategi http://www.creuna.dk/events/praesentationer/create-once-publish-everywhere/ http://www.creuna.dk/events/praesentationer/tnk-kunder-fr-kanal-og-kanal-fr- digital/ Værktøjskassen © Creuna
- 39. tak :) Teresa Schilder-Knudsen Mads Aakjær Lauridsen teresa.knudsen@creuna.dk mads.lauridsen@creuna.dk +45 22 68 58 82 +45 22 68 58 91
- 40. Opsummering af besvarelser Hvad er den største inholdsmæssige udfordring på din virksomheds digitale platform ? © Creuna 41% 11% 13% 17% 18% Der er ikke nok ressourcer til at producere og redigere tekster 22 besvarelser Vi ved ikke hvad brugerne efterspørger 6 besvarelser Det er uklart hvad vi gerne vil have brugerne til at gøre 7 besvarelser Det redaktionelle ansvar er uklart 9 besvarelser Vi har for meget indhold, og vi kan ikke selv finde rundt i det længere 10 besvarelser Andet: 6 bevarelser Antal besvarelser i alt: 54