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BOLO2010 Halvorson

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Content Strategy

Content Strategy

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    BOLO2010 Halvorson BOLO2010 Halvorson Presentation Transcript

    • 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 quality. — Walter Landor
    • “ 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
    • 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 Elements of User Experience Jesse James Garrett
    • THE CONTENT PROBLEM
    • SKILLSET.ORG Business   Analyst   Project   Interac9on   Produc9on   Manager   Designer   Assistant   Account   Visual     Producer   Manager   Designer   New   Web  Analyst   Informa9on   Developer   Business   Architect   Developer   Content   Usability   Strategist   Specialist   Programmer   SEO   Technical   Specialist   Assistant   Server   Web  Editor   Admin   Web  Writer  
    • http://www.mollystevens.com/portfolio.html
    • http://en.wikipedia.org/wiki/Concept_map
    • SKILLSET.ORG Business   Analyst   User   Project   Produc9on   Experience   Manager   Assistant   Architect   Account   Producer   Designer   Manager   New   Web  Analyst   Informa9on   Business   Developer   Architect   Developer   Programmer   Technical   Assistant   Server   Admin   Web  Writer  
    • THIS IS COPYWRITING.
    • THIS IS CONTENT. •  Audit •  Analyze •  Strategize •  Categorize •  Structure •  Create •  Review •  Approve •  Publish •  Update •  Archive
    • 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  With what  Why  When  How  Where  For whom  How often  By whom  What next
    • WHO’S DOING IT WELL?
    • NAV BAR sign in ROTATING PROMO AREA PRODUCT HIGHLIGHTS EDUCATIONAL CONTENT PRODUCT 1 PRODUCT 2 PRODUCT 3 PRODUCT 4 CREDIT CARD
    • “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.”
    • 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.
    • 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. — Joe Pulizzi Get Content, Get Customers
    • #1: AUDIT
    • #2: ASK
    • ASK …  Why  With what  What  When  How  Where  For whom  How often  By whom  What next
    • #3: ANALYZE
    • THIS IS CONTENT.
    • #4: ALIGN
    • Govern 1.  Guide 2.  Measure Create 3.  Maintain 1.  Source 2.  Execute THE PLAN 3.  Approve Deliver 1.  Push 2.  Pull 3.  Exchange
    • #5: ASSUME RESPONSIBILITY
    • WHAT DO YOU GET?
    • 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
    • WHAT NEEDS TO CHANGE?
    • THE WORLD OF MARKETING
    • THIS IS ALL CONTENT.
    • TREAT YOUR CONTENT LIKE A CRITICAL BUSINESS ASSET.
    • Thanks. e kristina@braintraffic.com w braintraffic.com contentstrategy.com b braintraffic.com/blog t @halvorson