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Content Strategy Revisited. 5 Steps to Sucess. Knowledge Exchange London 2014
Transcript of Content Strategy Revisited. 5 Steps to Sucess. Knowledge Exchange London 2014
Content Audit - Content Inventory - Tactics
How to Organise Content
Guidelines and Checklists....
Story Production is Key!
Content + Service is the New Marketing
Knowledge Exchange 2014 September, 26th, 2014 London
Standing Man Erdem Gündüz
Fix the Function of your Website
Are you a
to your destination?
Often DMOs provide a
Sometimes it is a stylish
But who needs that?
Only 1,5% of online bookings come from DMOs!
Focus on User Experience
One year ago: 3 clicks rule.
Today: Adaptive Content
One year ago: 7 +/- 2 actions rule
Today: Each page a landing page
One year ago: reduced navigation (3 - 5 options)
Today: REDUCED CONTENT
One year ago: Content is (still) King.
Today: Fire your marketeer.
Hire a journalist.
One year ago: Engage external experts.
Today: Content editing inhouse.
- user experience specialist
Step into your Customers Shoes
Content Experience Optimization
5 Steps to Success
One year ago: Contextual Content Placement.
Today: Metadata is King.
Open Data the next big thing.
One year ago: Mobile first.
Today: User first.
One year ago: SEO for Pics. Moving Pictures.
Today: Infographics. Illustrations. POIs.
One year ago: Quality. Be focused.
Today: Reduce to relevant content.
One year ago: Humans love to communicate to human beings.
Not to anonymous organisations.
Today: I still do believe.
One year ago: Storytelling essential content tactics.
Today: Boom - Wow - Wow - Wow - Boom.