nascom.be user based digital content strategy

NASCOM.BE
USER BASED
DIGITAL CONTENT
STRATEGY
A FRAMEWORK FOR EFFECTIVE CONTENT
YVES FERKET - 03/2013

USER BASED
DIGITAL CONTENT
STRATEGY
Crea%ng
content
that

•  solves
ques%ons

•  sa%sﬁes
needs…

•  and
appeal
to
emo%ons

in
every
stage
of
the
user
cycle

USER BASED
DIGITAL CONTENT
STRATEGY
“Technically,
content
can
be
anything
that

appears
online
(on
a
on
a
website,
facebook,
…)
including
words,
pictures,
video,
sounds,

downloadable
ﬁles
(PDF),
buEons,
icons,

logos…”

USER BASED
DIGITAL CONTENT
STRATEGY
"the
prac%ce
of
planning
for
the
iden%ﬁca%on,

crea%on,
delivery,
maintenance
and

measurement
of
useful,
usable
content"

USER BASED
DIGITAL CONTENT
STRATEGY
Why
is
the
content
required

How
is
the
content
produced

For
whom
is
the
content
produced

By
whom
is
the
content
created

With
what
is
the
content
created

When
(and
how
oKen)
is
the
content
created

Where
is
the
content
placed

Did
the
content
perform

Was
the
content
worth
sharing

Was
the
content
found

Discovery:
Design:
Delivery:
Deploy:
Drive:

What content… Where on our site… For which Brief the correct Use Digital
For who… Do we place what channels… people to create marketing to
Do we have… content… Will which people and put the spread the
Do we need to create And what should it create… content online content
By who contain What content, for
for how many $’s what price… Measure:

and on which
Measure which
regular basis
content is shared,
engaging,
popular.

Goals &
Objectives

Discovery:
Design:
Delivery:
Deploy:
Drive:


and on which
Measure which
regular basis
content is shared,
engaging,
popular.

Audience:
Personas

ncy
m pete
Knowledge r co
pute
Com

Ringo
gy /
inolo
Term gories
Cate
t
duc
Pro
Existing customer - IT-minded
"Quote behind the word mountains, far
Profile:

Age: 29 years

Family: Single
from the countries Vokalia" Drivers
it y
Job: Drummer in a band plic

Discovery:
Design:
Delivery:
Deploy:
Drive:

Sim
Far far away, behind the word mountains, far from the countries Vokalia and Consonantia, there live the blind texts.
il it y
Separated they live in Bookmarksgrove right at the coast of the Semantics, a large language ocean. A small river esib
Acc
named Duden flows by their place and supplies it with the necessary regelialia.
it y
abil
What content… Where on our site… For which Brief the correct
It is a paradisematic country, in which roasted parts of sentences fly into your mouth. Even the all-powerful
Pointing has no control about the blind texts it is an almost unorthographic life One day however a small line of
Use Digital Ava
il

ice
Cho

blind text by the name of Lorem Ipsum decided to leave for the far World of Grammar.

The Big Oxmox advised her not to do so, because there were thousands of bad Commas, wild Question Marks

Do we have… content… Will which people and put the
and devious Semikoli, but the Little Blind Text didn’t listen. She packed her seven versalia, put her initial into the
belt and made herself on the way.
Goals spread the Goe
l 01

Do we need to create And what should it create… content online
When she reached the first hills of the Italic Mountains, she had a last view back on the skyline of her hometown
Bookmarksgrove, the headline of Alphabet Village and the subline of her own road, the Line Lane. Pityful a content Goa
l 02
rethoric question ran over her cheek, then

By who contain What content, for Goa
l 03


l 04
Goe

and on which
Goals Touchpoints Content Questions Pains Measure which
▪ Far far away, behind the word mountains, far from the regular basis
▪ Far far away, behind the word mountains, far from the ▪ Far far away, behind the word mountains, far from the ▪ Far far away, behind the word mountains, far from the
countries Vokalia and Consonantia
▪ Separated they live in Bookmarksgrove right at the coast
content is shared,

engaging,
of the Semantics, a large language ocean of the Semantics, a large language ocean of the Semantics, a large language ocean of the Semantics, a large language ocean
▪ A small river named Duden flows by their place and ▪ A small river named Duden flows by their place and ▪ A small river named Duden flows by their place and ▪ A small river named Duden flows by their place and
supplies it with the necessary regelialia supplies it with the necessary regelialia supplies it with the necessary regelialia supplies it with the necessary regelialia
▪ It is a paradisematic country, in which roasted parts of
sentences fly into your mouth
▪ Even the all-powerful Pointing has no control about the
popular.
blind texts it is an almost unorthographic life One day blind texts it is an almost unorthographic life One day blind texts it is an almost unorthographic life One day blind texts it is an almost unorthographic life One day
however a small line of blind text by the name of Lorem however a small line of blind text by the name of Lorem however a small line of blind text by the name of Lorem however a small line of blind text by the name of Lorem
Ipsum decided to leave for the far World of Grammar Ipsum decided to leave for the far World of Grammar Ipsum decided to leave for the far World of Grammar Ipsum decided to leave for the far World of Grammar
▪ The Big Oxmox advised her not to do so, because there ▪ The Big Oxmox advised her not to do so, because there ▪ The Big Oxmox advised her not to do so, because there ▪ The Big Oxmox advised her not to do so, because there
were thousands of bad Commas, wild Question Marks were thousands of bad Commas, wild Question Marks were thousands of bad Commas, wild Question Marks were thousands of bad Commas, wild Question Marks
and devious Semikoli, but the Little Blind Text didn’t listen and devious Semikoli, but the Little Blind Text didn’t listen and devious Semikoli, but the Little Blind Text didn’t listen and devious Semikoli, but the Little Blind Text didn’t listen

Discovery:
Design:
Customer
Delivery:
Deploy:
Drive:

For who…
Do we have…
Do we place what
content…
Content
channels…
Will which people
people to create
and put the
marketing to
spread the
By who contain Journey
What content, for

and on which
Measure which
regular basis
content is shared,
engaging,
popular.

Customer
Content
Journey

Awareness:
Considera%on:
Conversion:
Usage:
Support:

Knowing your Putting your Brand/ Buying your Brand/ Using your Look for
Brand/product/ product/service on product/service Brand/product/ support your
service exists the shortlist service Brand/
product/
service
Awareness Consideration Conversion Usage Support

"maybe I
need this "Please send me
product" spare parts..."
"these look "I'm going for "I'm a happy user of
like ﬁne this product product X. You
candidates" X by brand Y" should use it to"

What Exactly can I do with "Why is X bettter than Y?" buys product X online
this?"

…shares product X on sees comparison chart of prices
"I love X's features…but Y's
facebook & features, decides on product X
price"

…sees Paul sharing product …reads forums on product …sees product X again on an …is not satisﬁed and wants

Stages Awareness Consideration Conversion Usage Support

"maybe I
need this "Please send me
product" spare parts..."
"these look "I'm going for "I'm a happy user of
like fine this product product X. You
candidates" X by brand Y" should use it to"

Personas content questions:
"what's in it for me?"
"What Exactly can I do with "Why is X bettter than Y?" buys product X online
John this?"

Paul …shares product X on sees comparison chart of prices
"I love X's features…but Y's
facebook & features, decides on product X
price"

Ringo …sees Paul sharing product …reads forums on product …sees product X again on an …is not satisfied and wants
X and clicks on it X, finds it an interesting ad, clicks and buys to return product X
product

George "I'm looking for a product "Does product X also has Sees product X reviews, Posts a video off him using Orders spare parts online
that will do task A" that feature I saw on product decides and looks up a product X after 2 years of usage
Y?" dealer on their site

> Product Visuals
Content Model
> Features & Benefits list or Matrix. FAQ

>Testimonials

> Special offers

> Product usage video

> FAQ & Manuals

> Facebook Campaign

> Google Remarketing campaign

> SEO

> SEA

Content
Analysis

Discovery:
Design:

Content Delivery:

Content Deploy:

Content Gap Drive:

Content
Inventory Ideation Analysis Keywords to
For who… Do we place what channels… people to create marketing

and on which
Measure which
regular basis
content is shared,
engaging,
popular.

Content
Analysis

Content Content Content Gap Content
Inventory Ideation Analysis Keywords

Discovery:
Design:
Delivery:
Deploy:
Drive:


and on which
Measure which
regular basis
content is shared,
engaging,
popular.

SOURCE: HTTP://BLOG.ELOQUA.COM/THE-CONTENT-GRID-V2/

Content
Analysis


Discovery:
Design:
Delivery:
Deploy:
Drive:


and on which
Measure which
regular basis
content is shared,
engaging,
popular.

Content
Analysis


Low Competition
Discovery:
Design:
Delivery:
Deploy:

Weak sites/pages in top Drive:

What content… Where on our site… For which 10 Brief the correct Use Digital
By who contain High Volume What content, for High Value
many searches/ what price… large % of visitors
for how many $’s
month Measure:

and on which convert which
Measure
regular basis Ideal
content is shared,
Keyword! engaging,
popular.

Content Content
Budget Team
Discovery:
Design:
Delivery:
Deploy:
Drive:


and on which
Measure which
regular basis
content is shared,
engaging,
popular.

Content Content
Budget Team
Discovery:
Design:
Delivery:
Deploy:
Drive:

Do we need to create Who
is
tcreate…
And what should it he
editor-‐in-‐chief?
online
content content
By who contain Who
creates
the
content?

What content, for
for how many $’s
Always
twhaton which of
the
context?

ake
price…
account
Measure:

and
Do
you
have
in-‐house
wri<ng
or
video
talent?
iswhich
regular basis
Measure
content shared,
Don’t
forget
external
content.

engaging,
popular.
Connect
with
inﬂuen<al
people
within
your
category

Content Content
Budget Team

Discovery:
Design:
Delivery:
Deploy:
Drive:


and on which
Measure which
regular basis
content is shared,
engaging,
popular.

IMAGE SOURCE: HTTP://WWW.GLOBAL-INTEGRATION.COM/

Map content Content
on Site Templates

Meta Info

Goal 1 Goal 2 Goal 3 Goal 4 Goal 5

Goal Match

Persona Match

Purpose

Design:
Delivery:

Tone of Voice
Deploy:
Drive:

Where on our site… For which
Team Member Brief the correct Use Digital
Do we place what channels… people to create marketing to
content… Will which people and put the spread the
And what should it create… content online content
contain What content, for
what price… Measure:

and on which
Measure which
regular basis
content is shared,
engaging,
popular.

Map content
on Site

Design:
Delivery:
Deploy:
Drive:

Where on our site… For which Brief the correct Use Digital

and on which
Measure which
regular basis
content is shared,
engaging,
popular.

Content
Templates

Design:
Delivery:
Deploy:
Drive:


and on which
Measure which
regular basis
content is shared,
engaging,
popular.

TOOL: HTTP://GATHERCONTENT.COM/

Content
Templates

Design:
Delivery:
Deploy:
Drive:


and on which
Measure which
regular basis
content is shared,
engaging,
popular.

Channel
Inventory

Content resources
Plan

Delivery:
Delivery:

Budget Content People
Deploy:
Drive:

For which For which Brief the correct Use Digital
channels… channels… people to create marketing to
Will which people Will which people and put the spread the
create… create… content online content
What content, for What content, for
Content
what price… what price…
Calendar
Measure:

and on which and on which
Measure which
regular basis regular basis5 6 7
1 2 3 4 content is shared,
engaging,
popular.

Channel
Inventory

Delivery:
Delivery:
Deploy:
Drive:

what price… what price… Measure:

Measure which
regular basis regular basis
content is shared,
engaging,
popular.

nascom.be user based digital content strategy

Content
Calendar

1 2 3 4 5 6 7

Delivery:
Delivery:
Deploy:
Drive:

what price… what price… Measure:

Measure which
regular basis regular basis
content is shared,
engaging,
popular.

Content
Brieﬁng

who what when

Store
Content
Deploy:
Drive:

Brief the correct Use Digital
people to create marketing to
and put the spread the
content online content
CMS/DAM DB with API

Measure:

Measure which
content is shared,
engaging,
Version/ popular.
Localize

Content
Brieﬁng

Deploy:
Drive:

content online who what when content

Measure:

Measure which
content is shared,
engaging,
popular.

Store
Content

Deploy:
Drive:


CMS/DAM DB with API Measure:

Measure which
content is shared,
engaging,
popular.

Version/
Localize

Deploy:
Drive:


Measure:

Measure which
content is shared,
engaging,
popular.

Digital
Marketing of
Content

Partners Search

Ads

Social
E-mail
Content

Nascom Digital
Marketing Wheel

Drive:

Use Digital
marketing to
spread the
content
Measure

Measure:

Measure which
content is shared,
engaging, Google Facebook Social
popular. Analytics Insights stats

Digital
Marketing of
Content

Partners Search

Drive:

Use Digital
marketing to Ads
spread the
content

Measure:
Social
Measure which
E-mail
content is shared,
engaging, Content
popular.
Nascom Digital
Marketing Wheel

Search SEARCH
PARTNER

Others SEO
(organic)

SEA
Inﬂuencers (paid)

ONLINE ADS non targeted Monitor
Ads
line of CSI:
Continuous Site
Improvement

Goal 01
SOCIAL MEDIA
Targeted Talk
Ads

Goal 03 Goal 02

Own
lists Engage

own content
network
3th party
Educate
lists
EMAIL

Entertain Convince

Inspire

CONTENT
MARKETING

BASED ON SMART INSIGHTS DIGITAL MARKETING PLAN

CUSTOMER LIFECYCLE
Awareness
Consider
Purchase
Use
Support

TOUCH POINTS

SEO SEO Content Social Media Social Media
SEA Social marketing Content
Content Inﬂuencers Newsletters
Online Ads Social Media

Measure

Drive:

Use Digital
marketing to
spread the
content Google Facebook Social
Measure:
Analytics Insights stats
Measure which
content is shared,
engaging,
popular.

Drive:

Use Digital
marketing to
spread the
content

Measure:

Measure which
content is shared,
engaging,
popular.

PRAYER BECOMES THE TECHNIQUE OF CHOICE
WITH NO CLEAR METRICS

hGp://www.ﬂickr.com/photos/dlsimages/4253991151/
6

Delivery Deploy Drive Trafﬁc & Measure

Channel Content
Brieﬁng Digital
Inventory
Marketing of
Content

who what when Partners Search

Ads

Social
E-mail
Content resources
Content
Plan
Nascom Digital
Store Marketing Wheel
Content

Budget Content People

CMS/DAM DB with API
Measure

Content
Calendar

1 2 3 4 5 6 7 Version/ Google Facebook Social
Localize Analytics Insights stats

Measurement feedback loop

CONTENT FEEDBACK LOOP!

WE GO FOR THE
BEST DIGITAL
PLATFORM
POSSIBLE , BUT…

YOUR NEW SITE

…is like a little newborn baby, ready to grow…if
given the correct treatment

NASCOM’S CONTINUOUS SITE
IMPROVEMENT SERVICES
Analytics Test

Digital Marketing
•  Conﬁguration •  Digital marketing
•  Optimizing wheel framework
•  Advice •  Search
•  BI Dashboards •  Social Media
•  Content
Testing
•  A/B testing
CSI •  Email
•  Ads
•  User Experience •  Partners
testing
improve
•  Strategic Advice
Measure

•  Product/Copy/visual •  Execution
testing

THX!

NASCOM
C-MINE 1 BUS 13
EVENCE COPPÉELAAN 91
3600 GENK
BELGIUM

PHONE: +32 89 20 15 00
FAX: +32 89 20 15 01
INFO@NASCOM.BE

nascom.be user based digital content strategy

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