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Insert client logo 1.  Select placeholder 2.  Choose Insert from top menu 3.  Choose Picture from file 4.  Select client logo 5.  Click OK

To view drawing guides 1.  Right click on slide and

select ’Grid and Guides...’ 2.  Check ’Display drawing

guides on screen’ 3.  Select OK

Insert image in background 1. Click on image placeholder

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Fra indholdssystemer til indholdsstrategier Glem dit CMS. Det er indholdet, der tæller.

Teresa Schilder-Knudsen Mads Aakjær Lauridsen

© Creuna

morgenbriefing

N n

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Opsummering af besvarelser Hvad er den største inholdsmæssige udfordring på din virksomheds digitale platform ?

© Creuna

41%

11% 13%

17%

18% Der er ikke nok ressourcer til at producere og redigere tekster 22 besvarelser

Vi ved ikke hvad brugerne efterspørger 6 besvarelser

Det er uklart hvad vi gerne vil have brugerne til at gøre 7 besvarelser

Det redaktionelle ansvar er uklart 9 besvarelser

Vi har for meget indhold, og vi kan ikke selv finde rundt i det længere 10 besvarelser

Andet: 6 bevarelser Antal besvarelser i alt: 54

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© Creuna

What stands in the way of good great

content?

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© Creuna

The Department

Power Struggle

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© Creuna

Content Management

Systems

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© Creuna

Copywriting is all you need …

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Agenda

© Creuna

1  Why Content Strategy? 2  What is Content Strategy? 3  How do you succeed with Content Strategy?

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© Creuna

Digital Transformation

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© Creuna

Digital Transformation

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© Creuna

The Attention Web

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© Creuna

"... if you can hold a visitor’s attention for just three minutes they are twice as likely to return than if you only hold them for one minute."

Source: Times.com/Chartbeat research

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Where we spend time reading

© Creuna

65,7% Of engagement below the fold

TOP OF PAGE

DIGITAL FOLD

END OF CONTENT

Data from 1 million visitors on 10 publishers over a 24 hour period

ENGAGEMENT

LOW HIGH

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© Creuna

imagine if your content was

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© Creuna

relevant

reflecting business goals

directed at user needs

at the right touch point

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© Creuna

engaging

creative unique

powerful storytelling

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© Creuna

facilitating action

sharing

emotional

economic transactions

rating

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Agenda

© Creuna

1  Why Content Strategy? 2  What is Content Strategy? 3  How do you succeed with Content Strategy?

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© Creuna

Content Strategy plans for the creation, delivery and governance of useful, usable content.

Content Strategy for the Web - Kristina Halvorson & Melissa Rach

Sustainable Content Strategy:

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© Creuna

governance structure

substance workflow

Model from Content Strategy for the Web by Kristina Halvorson and Melissa Rach

Content components

People components

CORE STRATEGY

Elements of a sustainable content strategy

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© Creuna

Must Win Battles

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© CREUNA +30 YEARS, COSMOPOLITAN, MAINLY WOMEN

DIGITAL SAVY

VISUAL

SOCIAL SHOPPING

MULTITASKING

AFFORDABLE LUXURY QUALITY MATTERS

Consumer needs

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SOCIAL MEDIA

SUPPORT

E-COMMERCE

WEBSITE

APPS & ADAPTIVE CONTENT

STORE

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Complex Easy

Irrelevant

High impact

Content

Prioritize

© Creuna

Idiocy No reason to do this –

whatsoever!

Easy wins Nice & easy, but be aware

that your competitor does it too

Killer content This is hard work, but it differentiates you from

others

Noise Don’t mess with your core

message!

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Complex Easy

Irrelevant

High impact

Content

Prioritize

© Creuna

Idiocy No reason to do this –

whatsoever!

Easy wins Nice & easy, but be aware

that your competitor does it too

Killer content This is hard work, but it differentiates you from

others

Noise Don’t mess with your core

message!

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Increase/Decrease Indent buttons found in the

Top-PowerPoint menu

Choose among many Layouts Right-click on slide and select Layout

To add pre-formatted bullet text please use the

Increase/Decrease Indent buttons found in the

Top-PowerPoint menu

Choose among many Layouts Right-click on slide and select Layout

To add pre-formatted bullet text please use the

Increase/Decrease Indent buttons found in the

Top-PowerPoint menu

Choose among many Layouts Right-click on slide and select Layout

To add pre-formatted bullet text please use the

Increase/Decrease Indent buttons found in the

Top-PowerPoint menu

Choose among many Layouts Right-click on slide and select Layout

To add pre-formatted bullet text please use the

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An effective content strategy is

© Creuna

Based on business goals

Prioritized and realistic

Targeted at consumer needs

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the presentation and highlight the coming section

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Agenda

© Creuna

1  Why Content Strategy? 2  What is Content Strategy? 3  How do you succeed with Content Strategy?

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© Creuna

How do we communicate it?

Concept What is the market potential?

Insights Which content will strengthen our business?

Killer content

The process

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Kill the noise

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© Creuna

Case 1500 pages 20 pages counts for 75% of total visits 35% of pages were never used

Source: Client case

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Act on your data

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© Creuna

Do less – not more Do less - not more

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”man who chases two rabbits catches

neither.” Kungfutze

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© Creuna

Bring back power to the editor

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God overbliksartikel om content strategy, content marketing og copywriting http://www.smashingmagazine.com/content-strategy-storytelling/ Artikel på Time.com om attention web http://time.com/12933/what-you-think-you-know-about-the-web-is-wrong/ Halvarsson & Rach Content Strategy bog  http://contentstrategy.com/ Creunas Morgenbriefings om COPE og Customer Experience Strategi http://www.creuna.dk/events/praesentationer/create-once-publish-everywhere/ http://www.creuna.dk/events/praesentationer/tnk-kunder-fr-kanal-og-kanal-fr-digital/

Værktøjskassen

© Creuna

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Change background colour 1. Click on slide

2. Choose Format Background 3. Select Fill and choose your colour and click OK

Make a new slide to add or change the icons by using graphics from www.iconmonstr.com

Our five basic colours Yellow, Blue, Red, Green and Grey

These are the colours we use for backgrounds

Darker colours You’re basically free to use the different

saturations of the colours, but we still recommend these second to darkest ones

tak :) Teresa Schilder-Knudsen Mads Aakjær Lauridsen

teresa.knudsen@creuna.dk mads.lauridsen@creuna.dk

+45 22 68 58 82

© Creuna

Make a new slide to add or change the icons by using graphics from www.iconmonstr.com

+45 22 68 58 91

Choose among many Layouts Right-click on slide and select Layout

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Opsummering af besvarelser Hvad er den største inholdsmæssige udfordring på din virksomheds digitale platform ?

© Creuna

41%

11% 13%

17%

18% Der er ikke nok ressourcer til at producere og redigere tekster 22 besvarelser

Vi ved ikke hvad brugerne efterspørger 6 besvarelser

Det er uklart hvad vi gerne vil have brugerne til at gøre 7 besvarelser

Det redaktionelle ansvar er uklart 9 besvarelser

Vi har for meget indhold, og vi kan ikke selv finde rundt i det længere 10 besvarelser

Andet: 6 bevarelser Antal besvarelser i alt: 54

Choose among many Layouts Right-click on slide and select Layout

To add pre-formatted bullet text please use the

Increase/Decrease Indent buttons found in the

Top-PowerPoint menu