How to Sell Content Strategy... in Spain

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Challenges, opportunities and tactics for the Content Strategist in Spain. Presented at Confab Europe 2014 (Barcelona).

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How to Sell Content Strategy... in Spain

  1. 1. HOWTOSELLCONTENTSTRATEGY…IN SPAIN Fabrizio Ferri-Benedetti @remoquete
  2. 2. SO YOUWANTTOBE A CONTENT STRATEGIST IN SPAIN? TELLME MORE…” Warner Bros(1971)
  3. 3. = ? Notquite
  4. 4. FACTS
  5. 5. 1. NO COUNTRY FORBIGCORPS Small and mediumcompaniesmakefornearly99% of allbusinessesin Spain!
  6. 6. 2. 77% ARE NOTONLINE But, accordingtothe“Marketing Digital y las PYME” study(QDQ Media), 98% consideronline presencetobe important
  7. 7. 3. THEY VALUE CONTENT QDQ’sstudyalsorevealsthatmostSMEsvaluehavingdiversecontentand a goodCMS
  8. 8. 4. BUT THEY WANT IT CHEAP Theresponsibleforcontentisalwaysthecustomer, unlesshe looks forkeywordstuffingtricks
  9. 9. 5. NO ONE SEEMSTO CARE Online contentof mostSpanishSME iseithernon-existentorpoorlydone / outdated
  10. 10. 6. NOT EVEN BIG CORPS
  11. 11. WHO YOU GONNA CALL?
  12. 12. 7. IT’STHEUNSEENPROFESSION Thereare almost8,000 profilesforCS in theUSA. In ES lessthan200, and no joboffers
  13. 13. 8. IT’STHEUNKNOWN DISCIPLINE Nothingabout“estrategia de contenidos” or“content strategy” in Google Trends(Spain)
  14. 14. SO, YESSPAIN IS DIFFERENT
  15. 15. IT’S A GOOD PLACE FOR CS PIONEERS
  16. 16. HOW
  17. 17. THE SIX MASKS OF THE CONTENT STRATEGIST
  18. 18. 1. THE SMUGGLER Slips Content Strategyintoa biggerpackageof web services, establishespactswithdesigners
  19. 19. BUILD A TROJAN HORSE
  20. 20. CONTENT STRATEGY IS YOUR SECRET INGREDIENT
  21. 21. 2. THE NINJA Infiltratesand studiesthetarget company, identifiesresources, opportunities, hiddenallies
  22. 22. FIND YOUR INTERNAL ALLY
  23. 23. Really strive to understand the processes and culture of the organization. […] It’s important to speak their language and figure out where they’re coming from —Karen McGrane
  24. 24. 3. THE PROFESSOR EducatesaboutContent Strategyand itsbenefitsforthecompany, buildsawarenessand CS culture Lucasfilm(1989)
  25. 25. EDUCATE FIRST, SELL LATER BUT NOT TOO LATE
  26. 26. Thinking that a CMS will solve your content issues is as naive as thinking that a fully equipped kitchen will cook for you.
  27. 27. 4. THE MAD SCIENTIST Providesdramaticformulas and figures of savingsand earnings, shows a glimpseof thefuture Universal (1985)
  28. 28. USE SMALL DATA
  29. 29. If people aren't questioning your price, it's probably too low. Give estimates early, estimate on time, price on value, aim for consumer surplus, & provide numbers in person. —Melissa Rach Our goal is to create business value. Businesses want to make money —period. Arguing that you are going to increase sales, is so much more valuable that you’re going to reduce costs —Karen McGrane
  30. 30. 5. THEGANGSTA Worriesthecustomerwithexamplesof badcontentand UX Makesanunrefusableoffer PalettePictures(1989)
  31. 31. GO FOR DRAMA CASESUSE YOUTUBE IF NECESSARY
  32. 32. •“Thisdoesnotlook good” <awkwardsilence> •“Content likethislowerstheROI in X%” •“There’sso muchmore youcouldachieve…”
  33. 33. 6. THE SHRINK Helpstocustomertocope withchangeand personalityissues, inspires top levelstakeholders HBO (2008)
  34. 34. HIT THE WHY
  35. 35. People are not averse to quality content. They’re not opposed to happy users. They’re resistant to change. —Rick Allen
  36. 36. ONE MORE THING…
  37. 37. Nothing will change if we don’t start to
  38. 38. SHARING IS CARING Join the local meetups(not only the ones about CS) Follow content strategists in Twitter, join the conversation Focus on what your own experience can bring to the field Break silos: mingle with designers, developers, translatorshttp://www.meetup.com/Content-Strategy-Barcelona/
  39. 39. GRACIAS THANKS! GRACIAS! @remoquete
  40. 40. SOURCES Content strategychallengesand opportunitiesin Spain(Ferri-Benedetti, 2014) How to sell content strategy in Germany(Meyer, 2013) Content & Cash: the economics of content strategy(Rach, 2013) Selling content strategy: Karen McGrane(King Gordon, 2011) Selling sontent strategy, a continuous process(Allen, 2011)

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