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BOLO2010 Halvorson

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Content Strategy

Content Strategy

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  • Content should always drive design, of course! Great presentation and valuable information!
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  • 1. CONTENT STRATEGY CARING FOR YOUR BIGGEST BRAND ASSET Kristina Halvorson | BOLO 2010 | 10.18.10
  • 2. @halvorson
  • 3. YOUR BRAND. YOUR CONTENT.
  • 4. “A brand is a promise. By identifying and authenticating a product or service it delivers a pledge of satisfaction and quality. — Walter Landor
  • 5. “Brands are now used more than they are preferred. Functional benefits and relevance now outweigh the intangible and emotional allure of a brand. — The Brand Bubble by John Gerzema and Ed Lebar
  • 6. ONLINE, WE DON’T JUST READ ABOUT YOUR BRAND. WE USE IT.
  • 7. “The single most important thing most Web sites can offer to their users is content that those users will find valuable. — The Elements of User Experience Jesse James Garrett
  • 8. THE CONTENT PROBLEM
  • 9. Server   Admin   Technical   Assistant   Programmer   Developer   Visual     Designer   Produc9on   Assistant   Interac9on   Designer   Informa9on   Architect   Usability   Specialist   SEO   Specialist   Web  Editor   Web  Writer   Content   Strategist   Business   Analyst   Producer   Project   Manager   Web  Analyst   Account   Manager   New   Business   Developer   SKILLSET.ORG
  • 10. http://www.mollystevens.com/portfolio.html
  • 11. http://en.wikipedia.org/wiki/Concept_map
  • 12. Server   Admin   Technical   Assistant   Programmer   Developer   Designer   Produc9on   Assistant   User   Experience   Architect   Informa9on   Architect   Web  Writer   Business   Analyst   Producer   Project   Manager   Web  Analyst   Account   Manager   New   Business   Developer   SKILLSET.ORG
  • 13. THIS IS COPYWRITING.
  • 14. •  Audit •  Analyze •  Strategize •  Categorize •  Structure •  Create •  Review •  Approve •  Publish •  Update •  Archive THIS IS CONTENT.
  • 15. WHAT IS CONTENT STRATEGY?
  • 16. CONTENT STRATEGY … plans for the creation, delivery, and governance of content people care about.
  • 17. • TEXT & DATA • GRAPHICS • VIDEO & ANIMATION • AUDIO
  • 18. NOT JUST …  What
  • 19. [GUY AT A WHITEBOARD]  What http://www.flickr.com/photos/jblyberg/3391480957/#/
  • 20. BUT …  What  Why  How  For whom  By whom  With what  When  Where  How often  What next
  • 21. WHO’S DOING IT WELL?
  • 22. NAV BAR ROTATING PROMO AREA sign in PRODUCT HIGHLIGHTS PRODUCT 1 PRODUCT 2 PRODUCT 3 PRODUCT 4 EDUCATIONAL CONTENT CREDIT CARD
  • 23. “REI employees are called upon to evaluate gear in an outdoor setting, allowing staff members to offer feedback on gear performance and remain experts in the gear they sell.”
  • 24. At Room & Board, we partner with small, family-owned businesses that use a combination of time-honored techniques and innovative technology to build furniture that stands the test of time. This approach gives you the best of both worlds —handcrafted quality with precision and attention to detail. We're committed to helping these artisans preserve the American tradition of handcraftsmanship.
  • 25. USEFUL. USABLE. ENJOYABLE.
  • 26. HOW CAN YOU START?
  • 27. YOU ARE A PUBLISHER.
  • 28. “View yourself more as a publisher delivering valuable editorial products than as a marketer selling products and services. — Joe Pulizzi Get Content, Get Customers
  • 29. #1: AUDIT
  • 30. #2: ASK
  • 31. ASK …  Why  What  How  For whom  By whom  With what  When  Where  How often  What next
  • 32. #3: ANALYZE
  • 33. THIS IS CONTENT.
  • 34. #4: ALIGN
  • 35. THE PLAN Deliver 1.  Push 2.  Pull 3.  Exchange 1.  Source 2.  Execute 3.  Approve Govern Create 1.  Guide 2.  Measure 3.  Maintain
  • 36. #5: ASSUME RESPONSIBILITY
  • 37. WHAT DO YOU GET?
  • 38. BIG RESULTS   Better user experience   Greater brand consistency   New operational efficiencies   Better risk management through better controls   Improved SEO and analytics   More effective personalization and targeting
  • 39. WHAT NEEDS TO CHANGE?
  • 40. THE WORLD OF MARKETING
  • 41. THIS IS ALL CONTENT.
  • 42. TREAT YOUR CONTENT LIKE A CRITICAL BUSINESS ASSET.
  • 43. e kristina@braintraffic.com w braintraffic.com contentstrategy.com b braintraffic.com/blog t @halvorson Thanks.