Importanceof content

Carina de Walle

Multichannel approach

Is this a good website?

2

Now is this a good website?

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Our opinion

• not responsive

• technically outdated

• non-maintained: no real owner!

• nobody ever throws anything away

• content is duplicated

4

Mobile ambition: 5 months!

Offer an optimal customer journey byproviding relevant content

Provide the right information for the right prospect at the right time suited for the mobile device

Towards all prospective bachelor and master students of the EUR by Sept 1st 2015 (start in May)

5 Joint principles

1. Never compromise on customer journey & needs, internal organisation is not leading.

2. Learn by doing. Experiment, measure, improve with learnings.

3. Determine the wow factor.

4. Content is: less text, more photo.

5. Organise lean. Small team, full focus, clear scope. Large group for quality control.

Features mobile site

• Natural language search

• Clear customer journeys • Search bachelor / masters • Visit an event

• What I need to know

• features:

• No separate sites per faculty, • Only use necessary content • Connected to CRM & Analytics

• Uses Hodex data

And now a new eur.nl website

Original ambition:

• Renew the backend

• Responsive

• No drastic changes to user Experience

However

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not a website project

We need a responsive website,

We need responsive content!

9

website

Customer journeys

• Customer journeys ping pong between online, offline, and between devices.

• Offering the right message to the right person at the right moment on the right channel is the current challenge.

Content strategy

a) Finding instead of searching

b) Clever content

c) Native versus reusable content

d) Facts & Real stories

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a.) Finding instead of searching

a) If there is too much content it is hard tofind what you’re looking for

b) By structuring your content, it becomeseasier to find (by search engines)

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b. clever content

Manage content by structuring it. (‘tags’, metadata, categories)

• reusable;

• granular:

• interpretable by computers;

• allowing personalisation;

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c). native versus reusable content

80% of online content is static

– use across channels and devices

– efficient, structured

20% of content is dynamic

– Fun!

– Invest in native content for the channel

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d.) facts & real stories

Make it happen campaign

15

“I hope to contribute to society”

“I realised what a brilliant

time I’m having studying

once I did an internship ”

“Once you start

travelling it’s hard

to stop”

Content life cycle

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plan

develop

manage

distribute

evaluate

maintain?

By Erik Hartman

Channels: kill your darlings

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• Reducing # Facebook, Linkedin,

twitter accounts: unnecessary

segmentation!

• Channel learnings: which type of

content is relevant to the audience?

• Experimenting with new channels

• if kill your darlings

THE

Transforming our team to a modern news organisation

Publisher, editor in chief, editors, graphics designers, channel managers, information specialists, analysts

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Ambitious roadmap

Q3 2016

Q1 2016 Q2 2016

Q3 2017

2021

Nu

2020

2017/18

Q4 2016

Q1 2017

New CMS

2019

Conclusions

• From a classic desktop website to a multichannelcontent strategy, learning from mobile

• Clever content

• Forming a news organisation

Can we study

here? We found

you out there in

the galaxy!