Developing a Content Strategy

OUR STORY

RevUnit is founded on deep product capability across nearly every platform and user-interface.

Xarelto Physician App Sam’s Social Toolbox

eValues Kiosk Sam’s Club Mobile App

Sam’s Club Press Room

Hillshire Deli Kiosk

eCommerce

Social, mobile & eCommerce

WE ARE ALL

CONSUMERS and our expectations for digital are set by

the brands we interact with.

If your experience doesn’t measure up, it’s going to hurt your brand.

“!A sub-par user experience results in 47% of site visitors having a less positive perception of the company… and a third went on to tell others about it.  

Equation Research

WE’RE LESS TOLERANT

When users have a less than positive experience online…

78% go to competitor site

88% are less likely to return

38% go to a competitor and never return

YOUR NEW COMPETITION

CONTENT IS…

WHAT PEOPLE WANT

WHAT PEOPLE SHARE

WHY PEOPLE

ACT

Companies of all sizes need to realize that great content is required for success in digital

WE ALL MAKE CONTENT

SO WHAT IS CONTENT STRATEGY Planning!Production Publication Promotion

AGILE CONTENT

Making frequent, planned updates enables you to prioritize feedback and respond immediately to what users are saying. This connectivity with users builds loyalty and drives continued engagement with the content.  

TRADITIONAL METHOD

Write Content

OU

TCO

ME?

USER VALIDATED CONTENT

MVP

0.2

0.3

0.4

1.0 LEARNINGS

LEARNINGS

LEARNINGS

LEARNINGS

OR!

Building small requires rigorous prioritization of content opportunities based on existing user insights and business objectives Our aim is to learn from real users on a subset of content and let those insights inform the future allocation of resources LEVEL OF EFFORT

SIZE

OF

SUC

CES

S

CONTENT PLANNING

USER FOCUSED

User experience is not one person’s job. Rather, it is the relentless pursuit of every member of the team.

We strive to understand the ENTIRE USER EXPERIENCE, including those interactions up and downstream from our content. Knowing this helps us fit in the flow seamlessly.

PLANNING Planning is about understanding your objectives and aligning them with the intent of your audience

Feedback!Comments, reviews, surveys

Behavior!A-B testing, heat-mapping

Analytics!Page, event and conversion

Connections!Data bridges, Social

INTENT!

SOCIAL!

INTEREST

USER VALIDATED DRIVERS

CONTENT PRODUCTION

Creating great content is lots of hard, rigorous work and there are no shortcuts to doing it right

TECHNOLOGIES

Ruby on Rails .NET

HTML5 iOS

Android PhoneGap

PHP

PLATFORMS

Mobile Tablet Web

Social Kiosk POS

PRODUCERS

Writers Editors

Subject-M Experts Videographers Photographers

Recording Artists

PLANNED PUBLICATION

CONTENT PUBLICATION

Though content roadmaps are critical, room must be made for the learnings gained from users.

MVP Iterate

Iterate

1 2 1 2

1 2

Listen & Learn Implement

1

2

Content isn’t valuable to you or your audience you worked hard to create it for if nobody knows you created it. Great content is easier to promote, but it wont share itself.

Next Steps for Content… PROMOTION

SHARING

Influencers 1st

Stay in the Conversation

Make it Contextual Bite-size Bits

 

UPKEEP  

Lifecycle Relevancy

Platform Changes New Content

SEARCH  

Micro & Meta Internal Links

Natural Language User First

Great Content STRATEGY Planning Production Publication Promotion

Email: Seth@RevUnit.com Twitter: @Seth_Waite Web: RevUnit.com