The Value of and Methodology for Content Strategy


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From tweets to text, content is no longer about static text and today’s content strategies need to evolve past writing and usability recommendations. The proliferation of content formats demands it.

* What does content look like in the real-time web?

* Determining the value of good content.

* Hall of shame: Examples of brands skimping on strategy.

* What is content strategy?

* Life without content strategy: the effects on budget, scope, and schedules.

* From tweets to text, why content strategy is mandatory for the real-time web.

* Defining content strategy: a holistic approach.

* Case studies demonstrating well-defined content strategy.

* How to create a holistic strategy from tweets to video.

* Clients don’t get content strategy. How to change that.

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The Value of and Methodology for Content Strategy

  1. 1. A SPECIAL PREVIEW of a Damn Cheeky Workshop Contact: Julie Mahoney [email_address] The Value of and Methodology for Content Strategy
  2. 2. Who should attend? <ul><li>Account Mangers… </li></ul><ul><li>… who want to uncover innovative and diverse ways to sell in content strategy deliverables to clients. </li></ul><ul><li>Project Managers… </li></ul><ul><ul><li>… who want to better understand the necessary experience design inputs and outputs to compress project timelines. </li></ul></ul><ul><li>Art Directors and Information Architects… </li></ul><ul><ul><li>… who want to better partner with Content Strategists and streamline the user experience process. </li></ul></ul><ul><li>Strategists… </li></ul><ul><ul><li>… who want to learn about the latest content trends and gain practical techniques for creating holistic strategies. </li></ul></ul>
  3. 3. Day One: Let’s Get Started…shall we? <ul><li>Old cliches made new: Content is King </li></ul><ul><ul><li>What does content look like for the real-time web </li></ul></ul><ul><ul><li>Determining the value of quality content </li></ul></ul><ul><ul><li>Hall of shame: Examples of brands skimping on strategy </li></ul></ul><ul><li>What is content strategy? </li></ul><ul><ul><li>Life without content strategy: the effects on budget, scope, and schedules </li></ul></ul><ul><ul><li>From tweets to text, why content strategy is mandatory for the real-time web </li></ul></ul><ul><ul><li>Defining content strategy: a holistic approach </li></ul></ul><ul><ul><li>Case studies demonstrating well-defined content strategy </li></ul></ul><ul><li>Clients don’t get content strategy. How to change that. </li></ul><ul><ul><li>Demonstrating the business value of content strategy </li></ul></ul><ul><ul><li>Workshop exercise </li></ul></ul>
  4. 4. Day Two: Even more to enjoy <ul><li>The lay of the land: effective ways to canvas competitive sites </li></ul><ul><ul><li>How to streamline the process </li></ul></ul><ul><ul><li>How to distill results into findings for time-crunched executives </li></ul></ul><ul><ul><li>Workshop exercise </li></ul></ul><ul><li>How to… </li></ul><ul><ul><li>Better understand and leverage the latest content trends </li></ul></ul><ul><ul><li>Create a holistic strategy from tweets to mobile texts </li></ul></ul><ul><ul><li>Know what’s involved at every step of the process </li></ul></ul><ul><ul><li>Use narrative and visual thinking to present to clients </li></ul></ul><ul><ul><li>Workshop exercise </li></ul></ul><ul><li>Weaving strategy into every pixel </li></ul><ul><ul><li>Create content development plans for creatives and clients </li></ul></ul><ul><ul><li>Keep users engaged: editorial maintenance </li></ul></ul><ul><ul><li>Apply best practices for SEO, content distribution, and localization </li></ul></ul>
  5. 5. Old cliches made true | Content is King (or Queen) <ul><li>Workshop preview summary </li></ul><ul><li>In this section, we’ll look at how the real-time web has led to a proliferation of content formats. </li></ul><ul><li>A successful content strategy needs to take into consideration this myriad of content. </li></ul><ul><li>The next few slides are excepts from this section. </li></ul>
  6. 6. The universe of content formats | More than just text <ul><li>User reviews video whitepapers webcasts product descriptions demos 3D images podcasts RSS feeds blog posts video channels glossary terms homepage promotions widgets tools coupons tweets case studies product features buyer guides iPhone apps wishlists product manuals awards ratings product specs search results video reviews contact info news microsites tips vlogs articles shopping lists YouTube channels newsletters playlists quizzes alerts recommendations My account details tools wikis calculators configurators </li></ul>
  7. 7. Hall of Shame | Marginalizing content strategy <ul><li>Lessons to us all… </li></ul><ul><li>Just because you can make it live, doesn’t mean you should. </li></ul><ul><li>Well, you can, I suppose. </li></ul><ul><li>But, to what end? </li></ul><ul><li>Let’s review brands that marginalized the importance of content strategy …to less than desirable results. </li></ul>fgfgfdgfdgffdg
  8. 8. Hall of Shame|Recorders turned off to protect the innocent* Waste of time and budgets * these are all true <ul><li>A global electronics brand provides videos of PR events where professional soccer players just stand around and get photographed. Even the muscles aren’t worth a user’s time to click. </li></ul><ul><li>A computer company posts videos of talking heads reading PowerPoint slides full of jargon. </li></ul><ul><li>A financial services company created self-referential videos about what users will learn from their investing videos. </li></ul><ul><li>Too many brands to note, spend their budgets creating new content to woo their prospects and create next-to-nothing to offer post-purchase. </li></ul><ul><li>Too many brands to note, choose to ignore conversations happening on social media sites where consumers voice concerns that may affect their purchase intent. </li></ul>
  9. 9. What is Content Strategy? <ul><li>Workshop preview summary </li></ul><ul><li>In this section of the workshop, we review what comprises a content strategy as well as what content strategists do. </li></ul><ul><li>The next few slides are a few excepts… </li></ul>
  10. 10. Content Strategy is a roadmap with recommendations for the following: Holistic Content Strategy Editorial Topics Messaging Content formats In-house/3rd-party sourcing Devices Distribution outside the .com Relationships between elements & content
  11. 11. What is Content Strategy? | The Approach <ul><li>Online behaviors </li></ul><ul><li>Frustrations </li></ul><ul><li>Motivations </li></ul><ul><li>Frequent tasks </li></ul><ul><li>Cultural and emotional drivers </li></ul><ul><li>Digital footprint & usage </li></ul>Understand Users’ Needs & Mindset <ul><li>What experiences do the brand’s competitors offer? </li></ul><ul><li>How do competitor sites educate, engage, sell to, and drive loyalty from their users? </li></ul><ul><li>Is there site data to assess competitors’ sites and content? </li></ul>Assess Competitors <ul><li>How will the clients maintain content? </li></ul><ul><li>Do they have resources in-house to create content? </li></ul><ul><li>Who are the SMEs? </li></ul><ul><li>What’s their current editorial process? </li></ul><ul><li>What’s their budget? </li></ul>Assess Content Ambitions <ul><li>Page titles and URLs </li></ul><ul><li>Topics and Formats </li></ul><ul><li>Intended audiences </li></ul><ul><li>Knowledge-level </li></ul><ul><li>Content quality </li></ul><ul><li>User and business value </li></ul>Audit Current Content <ul><li>Is there site data to determine what content is doing well? </li></ul><ul><li>What are the requirements and success metrics? </li></ul><ul><li>What are the experience benchmarks? </li></ul><ul><li>Where are the opportunities to leapfrog competitors? </li></ul>Analyze Findings & Develop Gap Analysis <ul><li>Experience Imperatives </li></ul><ul><li>Recommendations (types, topics, sourcing, distribution, success metrics, delivery mechanisms, deployment phases, etc.) </li></ul><ul><li>Test and Learn </li></ul>Create Content Strategy 1 2 3 4 5 6 1 2 3 4 5 6
  12. 12. What do content strategists do besides sigh a lot in meetings? 1 2 3 4 5 <ul><ul><li>During the Discovery Phase: </li></ul></ul><ul><ul><li>Analyze consumer insights and research. </li></ul></ul><ul><ul><li>Assess the competitive space for benchmarks and best practices. </li></ul></ul><ul><ul><li>Canvas comparative websites outside of the brand’s industry to understand users’ expectations for content and interaction. </li></ul></ul><ul><ul><li>Interview business stakeholders to determine organizational readiness for creating and maintaining content and editorial calendars. </li></ul></ul><ul><ul><li>Create quantitative and qualitative inventories of site content. </li></ul></ul>
  13. 13. Content strategists take care of business <ul><ul><li>During the Design Phase: . </li></ul></ul><ul><ul><li>Create a gap analysis which reconciles persona needs and other planning discoveries. </li></ul></ul><ul><ul><li>Distill content audit findings and work with IAs to create actionable experience requirements. </li></ul></ul><ul><ul><li>Craft the content strategy, identifying imperatives that meet user needs and business objectives: </li></ul></ul><ul><ul><ul><li>How will the brand messaging be promoted? </li></ul></ul></ul><ul><ul><ul><li>What formats make sense i.e. video user reviews, podcasts, etc? </li></ul></ul></ul><ul><ul><ul><li>What topics make sense? </li></ul></ul></ul><ul><ul><ul><li>Will content be tiered? </li></ul></ul></ul><ul><ul><ul><li>How can content be distributed across the digital ecosystem? </li></ul></ul></ul><ul><ul><ul><li>Are there relationships between content? Between content elements? </li></ul></ul></ul>Cool heads and undoubted powers let them assess content 1 2 3