CONTENT STRATEGY
CARING FOR YOUR BIGGEST BRAND ASSET
Kristina Halvorson | BOLO 2010 | 10.18.10
@halvorson
YOUR BRAND.
YOUR CONTENT.
“A brand is a promise. By
identifying and authenticating
a product or service it delivers
a pledge of satisfaction and
qua...
“Brands are now used more than
they are preferred.
Functional benefits and relevance
now outweigh the intangible and
emoti...
ONLINE, WE DON’T
JUST READ ABOUT
YOUR BRAND.
WE USE IT.
“The single most important thing
most Web sites can offer to their
users is content that those users
will find valuable.
—...
THE CONTENT PROBLEM
Server	
  
Admin	
  
Technical	
  
Assistant	
  
Programmer	
  
Developer	
  
Visual	
  	
  
Designer	
  
Produc9on	
  
As...
http://www.mollystevens.com/portfolio.html
http://en.wikipedia.org/wiki/Concept_map
Server	
  
Admin	
  
Technical	
  
Assistant	
  
Programmer	
  
Developer	
  
Designer	
  
Produc9on	
  
Assistant	
  
Use...
THIS IS COPYWRITING.
•  Audit
•  Analyze
•  Strategize
•  Categorize
•  Structure
•  Create
•  Review
•  Approve
•  Publish
•  Update
•  Archiv...
WHAT IS
CONTENT STRATEGY?
CONTENT STRATEGY
… plans for the creation, delivery, and governance of
content people care about.
• TEXT & DATA
• GRAPHICS
• VIDEO & ANIMATION
• AUDIO
NOT JUST …
 What
[GUY AT A
WHITEBOARD]
 What
http://www.flickr.com/photos/jblyberg/3391480957/#/
BUT …
 What
 Why
 How
 For whom
 By whom
 With what
 When
 Where
 How often
 What next
WHO’S DOING
IT WELL?
NAV BAR
ROTATING PROMO AREA
sign in
PRODUCT HIGHLIGHTS
PRODUCT 1 PRODUCT 2 PRODUCT 3 PRODUCT 4
EDUCATIONAL
CONTENT
CREDIT ...
“REI employees are called upon to evaluate
gear in an outdoor setting, allowing staff
members to offer feedback on gear pe...
At Room & Board, we partner with small,
family-owned businesses that use a
combination of time-honored techniques and
inno...
USEFUL.
USABLE.
ENJOYABLE.
HOW CAN YOU START?
YOU ARE A
PUBLISHER.
“View yourself more as a
publisher delivering valuable
editorial products than as a
marketer selling products and
services...
#1: AUDIT
#2: ASK
ASK …
 Why
 What
 How
 For whom
 By whom
 With what
 When
 Where
 How often
 What next
#3: ANALYZE
THIS IS CONTENT.
#4: ALIGN
THE PLAN
Deliver
1.  Push
2.  Pull
3.  Exchange
1.  Source
2.  Execute
3.  Approve
Govern
Create
1.  Guide
2.  Measure
3. ...
#5: ASSUME
RESPONSIBILITY
WHAT DO
YOU GET?
BIG RESULTS
  Better user experience
  Greater brand consistency
  New operational efficiencies
  Better risk manageme...
WHAT NEEDS
TO CHANGE?
THE WORLD OF MARKETING
THIS IS ALL CONTENT.
TREAT YOUR
CONTENT LIKE A
CRITICAL
BUSINESS ASSET.
e kristina@braintraffic.com
w braintraffic.com
contentstrategy.com
b braintraffic.com/blog
t @halvorson
Thanks.
BOLO2010 Halvorson
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  • Content should always drive design, of course! Great presentation and valuable information!
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BOLO2010 Halvorson

  1. 1. CONTENT STRATEGY CARING FOR YOUR BIGGEST BRAND ASSET Kristina Halvorson | BOLO 2010 | 10.18.10
  2. 2. @halvorson
  3. 3. YOUR BRAND. YOUR CONTENT.
  4. 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. 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. 6. ONLINE, WE DON’T JUST READ ABOUT YOUR BRAND. WE USE IT.
  7. 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. 8. THE CONTENT PROBLEM
  9. 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. 10. http://www.mollystevens.com/portfolio.html
  11. 11. http://en.wikipedia.org/wiki/Concept_map
  12. 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. 13. THIS IS COPYWRITING.
  14. 14. •  Audit •  Analyze •  Strategize •  Categorize •  Structure •  Create •  Review •  Approve •  Publish •  Update •  Archive THIS IS CONTENT.
  15. 15. WHAT IS CONTENT STRATEGY?
  16. 16. CONTENT STRATEGY … plans for the creation, delivery, and governance of content people care about.
  17. 17. • TEXT & DATA • GRAPHICS • VIDEO & ANIMATION • AUDIO
  18. 18. NOT JUST …  What
  19. 19. [GUY AT A WHITEBOARD]  What http://www.flickr.com/photos/jblyberg/3391480957/#/
  20. 20. BUT …  What  Why  How  For whom  By whom  With what  When  Where  How often  What next
  21. 21. WHO’S DOING IT WELL?
  22. 22. NAV BAR ROTATING PROMO AREA sign in PRODUCT HIGHLIGHTS PRODUCT 1 PRODUCT 2 PRODUCT 3 PRODUCT 4 EDUCATIONAL CONTENT CREDIT CARD
  23. 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. 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. 25. USEFUL. USABLE. ENJOYABLE.
  26. 26. HOW CAN YOU START?
  27. 27. YOU ARE A PUBLISHER.
  28. 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. 29. #1: AUDIT
  30. 30. #2: ASK
  31. 31. ASK …  Why  What  How  For whom  By whom  With what  When  Where  How often  What next
  32. 32. #3: ANALYZE
  33. 33. THIS IS CONTENT.
  34. 34. #4: ALIGN
  35. 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. 36. #5: ASSUME RESPONSIBILITY
  37. 37. WHAT DO YOU GET?
  38. 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. 39. WHAT NEEDS TO CHANGE?
  40. 40. THE WORLD OF MARKETING
  41. 41. THIS IS ALL CONTENT.
  42. 42. TREAT YOUR CONTENT LIKE A CRITICAL BUSINESS ASSET.
  43. 43. e kristina@braintraffic.com w braintraffic.com contentstrategy.com b braintraffic.com/blog t @halvorson Thanks.
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