November 2014

Content Strategy Applied: Omnichannel Panel

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Today’s Panel

• Kevin NicholsGlobal Director, Content Strategy, SapientNitro @kpnichols

• Miguel LunaparraGlobal Web UX Lead, Sony

• Marc DeFigueiredoDirector, Internet Sales, Verizon Wireless

• Rebecca SchneiderPresident, Azzard Consulting @azzardconsult

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Kevin P Nichols

• Director, Global Practice Lead, Content Strategy, SapientNitro

• Coauthor: UX For Dummies; Author: Enterprise Content Strategy: A Project Guide (Nov 2014)

• 19 Years experience in the Digital and Interactive Industry; 15 years specific to Content

• Experience with dozens of Fortune 100 brands

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Content isAny information thatis recorded.

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.avi

DVDs

.pdf

.swf

.jpg

.wav

.png

.movCDs

booksuser guides

HTML

brochurespamphlets

press releases

.aspx

data

E-commerce

.gif

kiosks

podcasts

Packaging

Tweets

syndicated

email social

Content is experience

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Content is critical to business

It’s the ‘life-force’ of a brand AND to the consumer: all content IS brand content.

Trust with Bran

d

Consumer

ContentProduct or Service

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Content strategy

“Content Strategy is the systematic, thoughtful approach to surfacing the most relevant, effective, and appropriate content at the most opportune time, to the appropriate user, for the purpose of achieving a company’s strategic business objectives.” – Kevin Nichols and Anne Casson

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Content strategy framework

• Use closed-loop logic in content lifecycles to deliver relevant, meaningful and contextual content

• Create, manage and publish content to consumers, effectively its performance, and then optimize accordingly

• Evaluate each step in lifecycle; measure at least semi annually

• Leverage editorial calendars and governance to keep content relevant and on-time

• Develop a meaningful platform that is extensible and scalable for the future.

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Content strategy phases and deliverables

Discover

Assessing & Auditing• Content Brief• Content

Assessment• Content Inventory• Content Audit• Competitive

Assessment

Business Planning & Resources• Staffing

Recommendations for Content Production and Management

Requirements• Content Metrics & SEO

Recommendations• Content Requirements

Strategic Recommendations• Content Strategy

Framework• Conceptual Content

Model

Editorial• Editorial Strategy

(voice, tone, strategic intent of content)

Content Production / Migration

• Content Matrix• Content Migration Plan• Content Production

Plan• Translation and

Localization Strategy• CMS Authoring Guide

Define Design Implement

Business Planning & Resources• Governance Model• Business Org Structure /

Staffing Plan

Content Model and Workflow• Content Types Definition• Recommendation for

Content Design (including template-level strategic recommendations)

• CMS Content Model• Content Matrix• Content Lifecycle Definition

Taxonomy & Metatagging• Taxonomy• Metadata and Tagging

Strategy• Taxonomy Governance

Recommendations

Editorial• Editorial Calendar• Editorial Style Guide• Editorial Workflow• Voice and Tone Guidelines• Copy Deck

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Omnichannel provides optimized content at every point a consumer interacts with brand:• Views the user singularly (aka single

view of customer)

• Fashions content experience around user

• Follows non-linear, end-to-end user journey (user may bounce from one channel to the next, go backwards in journey).

• Sees journey as evolution with no definitive end and sometimes no beginning.

• Captures the entire end-to-end customer experience.

Get to know Omnichannel

The graphic comes from my book, where it is explained in detail: Enterprise Content Strategy: A Project Guide (November 2014).

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Design content for Omni

Requires a rethinking of content, internal opps and systems

• Use an incremental roadmap to rollout strategy

• Integrate information across all channels:

• Inventory of products

• User profile / info on user

• Analytics capture

• Structure content so that it can publish to multiple channels

The graphic comes from my book, where it is explained in detail: Enterprise Content Strategy: A Project Guide (November 2014).

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Named her company Omnimedia for a reason!• Starts with a good story and tells it

through variety of mediums• Balances content between channels

for integrated consumer journey E.g.: References a cookbook on TV while magazine features a story referencing both, mobile provides exclusive content via apps

• Optimizes content specific to each channel

• Synergizes content experiences by connecting one channel to the next

Imitate Martha: AKA ‘Mother of Omni’

Courtesy Life with Cats. Karen Harrison Binette, 2011.http://www.lifewithcats.tv/

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Kevin P Nichols

• knichols@sapient.com

• kevinpnichols.com

• Twitter: @kpnichols

• LinkedIn: http://www.linkedin.com/in/kevinpnichols

• UX For Dummies (John Wiley & Sons)

• Enterprise Content Strategy: A Project Guide (XML Press, November, 2014)

Keep the conversation going….

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Chloe hopes you found this presentation useful!