Content Strategy: Lindy Roux, Principal Content Strategist, Siteworx. It starts with Content: Learn how to develop a user-centric content strategy that drives engagement across multiple channels.
3. @lindroux @siteworx #contentmarketing
“Digital customer experience today is defined primarily by websites,
with mobile applications on smartphones not far behind, and the
future will include as many as 10 additional customer touchpoints.
Deciding which channels to incorporate into your strategy is crucial
to defining your organization's future in digital customer experience.”
Source: Forrester, Unify The Digital Experience Across Touchpoints, August 2012
4. @lindroux @siteworx #contentmarketing
MULTI-CHANNEL DIGITAL STRATEGY
The Company should own every touchpoint along the customer journey. Mapping content to channel and
market segment specific goals will result in greater immersion in the brand, and ultimately higher conversion
rates. Create once, publish everywhere, but in a contextually relevant way.
5. @lindroux @siteworx #contentmarketing
Contextualization
§ Understand WHO the customer is (Persona)
§ HOW they behave (Journey Maps)
§ WHAT content fulfills their needs (Content Maps)
§ WHERE that content is best delivered (Multi-channel Content Strategy)
Desktop SocialTablet Phone In StoreEmail
8. @lindroux @siteworx #contentmarketing
Competitive
ArtifactsPersona | Meet Lisa
§ Female Age: 29
§ Project Manager, New York
Lisa is getting married next fall
and is in full ‘planning-mode’ for
the event. She and her fiancé,
Ben, are paying for the wedding
and they are consequently on a
budget. Lisa wants to make sure
that the bridal party looks
coordinated, stylish and unique.
Lisa Martinez
9. @lindroux @siteworx #contentmarketing
Lisa’s Journey
Get Inspired Purchase Validate Advocate
Affiliate Site
Plan Experience
§ Collect inspiration for wedding
§ Start planning and budgeting
§ Source wedding dress stores
§ Wedding Website
@lindroux @siteworx #contentmarketing
10. @lindroux @siteworx #contentmarketing
Lisa’s Journey
Get Inspired Purchase Validate Advocate
§ Browse and compare dress
styles
§ Use virtual fitting tool
§ Create / view an idea
scrapbook
§ Communicate with my bridal
party and consultant
§ Create/ manage a budget
Website
Plan Experience
11. @lindroux @siteworx #contentmarketing
Lisa’s Journey
§ Share pictures with my bridal
party
§ Upload to scrapbook
§ Manage my budget
§ Locate a store
§ Set/view appointment
Smartphone
Get Inspired Purchase Validate AdvocatePlan Experience
12. @lindroux @siteworx #contentmarketing
Lisa’s Journey
§ View / manage scrapbook
§ Manage my budget
§ Browse and compare dress
styles
§ Read wedding tips and advice
§ Use virtual fitting tool
Tablet
Get Inspired Purchase Validate AdvocatePlan Experience
13. @lindroux @siteworx #contentmarketing
Lisa’s Journey
§ Stay updated on style news
§ Be alerted with respect to new
deals
§ Receive appointment
reminders and contextually
relevant advice
Email
Get Inspired Purchase Validate AdvocatePlan Experience
14. @lindroux @siteworx #contentmarketing
Lisa’s Journey
§ Try on styles I selected online
§ Share fitting live with my
friends and family
§ Record fitting pictures for my
scrapbook
In-store
Get Inspired Purchase Validate AdvocatePlan Experience
15. @lindroux @siteworx #contentmarketing
Lisa’s Journey
§ Poll my friends for ideas
§ Stay updated on style news
§ Be alerted with respect to new
deals
§ Share the wedding pictures
after the event
Facebook
Get Inspired Purchase Validate AdvocatePlan Experience
16. @lindroux @siteworx #contentmarketing
Lisa’s Journey
§ Stay updated on style news
§ Be alerted with respect to new
deals
§ Post questions (support-
related)
Twitter
Get Inspired Purchase Validate AdvocatePlan Experience
17. @lindroux @siteworx #contentmarketing
Lisa’s Journey
§ Watch inspirational / runway
footage
§ Watch reality TV wedding
gown shows
§ Share my wedding video
YouTube
Get Inspired Purchase Validate AdvocatePlan Experience
18. @lindroux @siteworx #contentmarketing
Lisa’s Journey
Pinterest
§ Collect inspiration for fashion,
food & decoration
§ Follow other weddings
§ Bridal notebook
Get Inspired Purchase Validate AdvocatePlan Experience
19. @lindroux @siteworx #contentmarketing
Content: Product
Images
Offers Articles Runway
Videos
Virtual fitting
room
Store Locator
Web X X X X X
Tablet X X X X
Mobile X X X
Email X X
YouTube X
Pinterest X
Facebook X X X
Twitter X
In-store X X
Affiliate site X X X
Content Prioritization
21. @lindroux @siteworx #contentmarketing
Competitive
ArtifactsPersona | Meet Shane
§ Male Age: 31
§ Analyst, Washington
Shane works for a major energy
company. His boss has asked
him to evaluate responses to an
RFP for Business Process
Management Consulting. Shane
knows that if he helps his boss
to select the right company, it
will bode well for both their
careers.
Shane McNulty
22. @lindroux @siteworx #contentmarketing
Shane’s Journey
§ Watch presentation on
business process
management by consultants
from a number of companies
YouTube
Awareness Compare AdvocateResearch Analyze Participate
23. @lindroux @siteworx #contentmarketing
Shane’s Journey
§ Case studies specific to the
energy industry
§ Details of the business process
consultants in (geo)
§ Access to company financials
§ Bookmark or sample content
for a presentation
Website
Awareness Compare AdvocateResearch Analyze Participate
24. @lindroux @siteworx #contentmarketing
Shane’s Journey
§ Understand conversation
about X company
§ Network with peers
§ Participate in industry and
SME groups
§ Crowd source selection
criteria
Linked In
Awareness Compare AdvocateResearch Analyze Participate
25. @lindroux @siteworx #contentmarketing
Shane’s Journey
§ Crowd source selection
criteria
§ Identify thought leaders in this
space
Twitter
Awareness Compare AdvocateResearch Analyze Participate
26. @lindroux @siteworx #contentmarketing
Shane’s Journey
§ Review thought leadership
§ Bookmark content for review/
aggregation later
§ Watch video case studies
Phone &Tablet
Awareness Compare AdvocateResearch Analyze Participate
27. @lindroux @siteworx #contentmarketing
Shane’s Journey
Forum
§ Benchmark against other
companies
§ Interact with peers and
thought-leaders
§ Rate the responses of others
Awareness CompareResearch Analyze AdvocateParticipate
29. @lindroux @siteworx #contentmarketing
Content: Case Studies Thought
Leadership
Articles
Company
Financials
Presentations Conversation
Starters
Office
Locations
Web X X X X X
Tablet X X X X
Mobile X X X
Email X X
YouTube X X
LinkedIn X X
Twitter X X
Forum X X
Slideshare X
Content Prioritization
31. @lindroux @siteworx #contentmarketing
Competitive
ArtifactsPersona | Meet Magda
§ Female Age: 52
§ Daytona Beach, Florida
Magda lost her mother to breast
cancer. She is a survivor herself
and believes that she has been
given a second chance. She
wants to give back to those
committed to eradicating this
disease through continued
research and care, and is looking
for the right organization to
support.
Magda Simmons
32. @lindroux @siteworx #contentmarketing
Magda’s Journey
§ View inspirational videos and
stories
§ Research the non-profit
§ Make a donation
§ Register for an event
§ Learn about philanthropy
Website
Search Participate Belong AdvocateResearch Donate
34. @lindroux @siteworx #contentmarketing
Magda’s Journey
§ Watch videos
§ Read inspirational stories
§ Register for an event
§ Make a donation
Tablet
Search Participate Belong AdvocateResearch Donate
35. @lindroux @siteworx #contentmarketing
Magda’s Journey
§ Read stories from donors &
beneficiaries
§ Make a donation
§ Share my story
§ Tell my friends about my
involvement
§ Solicit event sponsorship
Facebook
Search Participate Belong AdvocateResearch Donate
38. @lindroux @siteworx #contentmarketing
Magda’s Journey
§ Receive event and fundraising
updates
§ Personal encouragement and
progress
§ Community updates
Email
Search Participate Belong AdvocateResearch Donate
39. @lindroux @siteworx #contentmarketing
Magda’s Journey
§ Find information about cancer
organizations
§ Read and view inspirational
content
§ Share my involvement
§ Solicit event sponsorship
Google+
Search Participate Belong AdvocateResearch Donate
40. @lindroux @siteworx #contentmarketing
Content: About the
Organization
Donation
Processing
Donor stories Beneficiary
stories
Conversation
Starters
Event Details
Web X X X X X
Tablet X X X X X
Mobile X X X X X
Email X X X X
Facebook X X X X X X
Twitter X X X
You Tube X
Google + X X X X X
Content Prioritization
44. @lindroux @siteworx #contentmarketing
Step 4: Evaluate, Rinse & Repeat
Page Details
Qualitative
Scores
Quantitative
Evaluation
Title Scanable Compelling Current Relevant SEO
Consistent
with brand
attributes
Accessible,
plain
language
Grammar/
spelling
Content
Views Favorited Shared
Age of
Content
# of Inbound
Links
Megacommuni,es
Podcast
Series
3
2
1
4
2
2
2
4
2
3
3
3
1
Cyber
Wargames
3
5
5
5
5
5
5
5
3
5
5
3
3
Growth
and
Future
of
Megacommuni,es
2
3
2
4
2
3
2
4
3
2
4
4
4
The
Key
to
Successful
Execu,on
3
2
1
4
2
2
2
4
2
3
3
3
1
A
Megacommunity
That
Did
Not
Work
3
5
5
5
5
5
5
5
3
5
5
3
3
Selling
the
Idea
of
a
Megacommunity
2
3
2
4
2
3
2
4
3
2
4
4
4
Megacommuni,es
3
2
1
4
2
2
2
4
2
3
3
3
1
Smart
Power
3
5
5
5
5
5
5
5
3
5
5
3
3
Booz
Allen
Diagnos,c
Services
2
3
2
4
2
3
2
4
3
2
4
4
4
Frequently
Asked
Ques,ons
3
2
1
4
2
2
2
4
2
3
3
3
1
Overview
of
What
it
Takes
to
Change
Government
3
5
5
5
5
5
5
5
3
5
5
3
3
David
Mader
at
the
Partnership
for
Public
Service
Panel
Discussion
2
3
2
4
2
3
2
4
3
2
4
4
4
ADM
James
M.
Loy,
former
Coast
Guard
Commandant
at
the
Partnership
for
Public
Service
3
2
1
4
2
2
2
4
2
3
3
3
1
Jeff
Myers
on
Federal
News
Today
on
News
Channel
8
3
5
5
5
5
5
5
5
3
5
5
3
3
Partnership
for
Public
Service
Panel
Highlights
2
3
2
4
2
3
2
4
3
2
4
4
4
Request
Addi,onal
Informa,on
3
2
1
4
2
2
2
4
2
3
3
3
1
Research
Authors
3
5
5
5
5
5
5
5
3
5
5
3
3
Sample
Lessons
2
3
2
4
2
3
2
4
3
2
4
4
4
Thank
You
3
2
1
4
2
2
2
4
2
3
3
3
1
What
It
Takes
to
Change
Government
3
5
5
5
5
5
5
5
3
5
5
3
3
Workforce
of
Tomorrow
2
3
2
4
2
3
2
4
3
2
4
4
4
Advance
Our
Government
3
2
1
4
2
2
2
4
2
3
3
3
1
Career
Transi,oning
and
Mentoring
3
5
5
5
5
5
5
5
3
5
5
3
3
Client
Work
2
3
2
4
2
3
2
4
3
2
4
4
4
Community
Support
&
Engagement
3
2
1
4
2
2
2
4
2
3
3
3
1
Commitment
to
Our
Military,
Veterans,
and
Families
3
5
5
5
5
5
5
5
3
5
5
3
3
All
Content
Related
to
Suppor,ng
Our
Military,
Veterans,
and
Families
2
3
2
4
2
3
2
4
3
2
4
4
4
45. @lindroux @siteworx #contentmarketing
§ Award-winning interactive agency
§ Strong qualifying track record in the Global 500
§ Specialize in audience driven design & digital branding
§ Expertise in digital marketing & sales systems implementation & integration
A Little About Siteworx
Thank You!
Lindy Roux
Principal Content Strategist
(703) 657-1317
lroux@siteworx.com