right brain left brain harmony

Transcription

1 right brain left brain harmony

2 The end - to - end content process How organisations can become better publishers

3 Everyone is a publisher now The cost of entry is effectively zero Free tools Free platforms Free content And all these publishers are competing for your audience s attention

4 But creating content isn t free Planning, sourcing, briefing, creating, managing, reviewing, editing, optimising, converting, publishing, monitoring, and retiring content across multiple platforms costs money.

5 Professional publishers don t publish content unless they know how it s going to make them money. Return on investment is core driver Achieved through: Market knowledge Customer data (Netflix model) Editorial, production, dissemination & sales expertise

6 You are now a professional publisher If your content isn t making (or saving) you money then you shouldn t be publishing it If you don t know the value of your content then you shouldn t be publishing it

7 The value of content It gets you noticed, it makes people remember you, it makes people trust you, it helps you hire staff, it sells and up-sells and cross-sells your products, it stops people ringing your helpline, it helps you retain customers, it gets you better media coverage, it gets you shared on Facebook, it gets you found on Google, it stops you getting sued... and sometimes you can even persuade people to pay for it.

8 Content builds & reinforces your brand Increasing recognition & trust among customers, shareholders, journalists, employees, potential employees and legislators Content types Paid media (ads, native advertising, sponsored content) Articles, interviews, speeches & presentations Hygiene content Sample metrics Brand sentiment & awareness, audience share, key influencers, engagement metrics

9 Content influences purchasing decisions Selling to people who were unsure whether to buy, up-selling to people who were going to spend less, cross-selling to people who bought something else Content types Rich product information Reviews & recommendations Tools & calculators (for customers or vendors) Sample metrics Conversion, revenue per visit, cost per sale

10 Content provides customer support Giving people what they need to know and stopping them phoning or ing Content types Guides & manuals Demonstrations FAQs Sample metrics Customer service metrics, staff & support costs

11 Content manages relationships Decreasing customer churn, saving money on acquisition and retention, saving money on market research Content types Targeted and triggered communications Post sales & exclusive content Sample metrics open & click-through, lead generation, subscriptions

12 Content raises your profile Increasing media coverage, social sharing and search engine findability Content types News & newsy stories Branded/useful content White papers, infographics & other content marketing materials Sample metrics Reach, social shares, cost per click

13 Content can be the product itself Turning information or entertainment into a revenue stream, whether bought, subscribed to, ad-supported or syndicated Content types Data & feeds Expert advice & guidance Lifestyle & added value content Sample metrics Revenue!

14 The end-to-end content process 1 Goals and metrics Goals & metrics 2 Storytelling 3 Editorial 4 Production 5 Return on investment

15 1. Goals & metrics Defining business & user requirements for content Benchmark against competitors Conduct user & analytics research Develop content KPIs

16 2. Storytelling Developing key narratives for customer experience Identify key content journeys (across all platforms) Produce high level, multi-channel content strategy Create tone of voice & style guidelines

17 3. Editorial Building the who, what, where and when Content management & governance Capacity building & training Content audits, planning & calendars

18 4. Production Sourcing, curation, creation & publication of content Content briefs & templates; production matrix Commission/produce/review/edit content Disseminate & amplify across all channels

19 5. Return on investment Monitoring and evolving the content offering Measure performance of content against KPIs Iterate, optimise & develop strategy Rinse and repeat

20 Thank you Any questions?