Multichannel content strategy Erasmus University Rotterdam
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Transcript of Multichannel content strategy Erasmus University Rotterdam
Importanceof content
Carina de Walle
Multichannel approach
Is this a good website?
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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• technically outdated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
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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!
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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
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“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!