THE MAGIC LAYER: THE SECRET OF EVERY     SUCCESSFUL  CONTENT STRATEGY          Presented by   Shelly Bowen, Pybop, LLC    ...
• Do I have the right content strategist for  the job?• Where do we start?• Which deliverables do we need? Will we  actual...
What is content  strategy?           THE STORY                       © 2012 Pybop, LLC
ProblemDiscovery     Content                         Analysis     Solving               Audit Business Goals &            ...
But ... what doescontent strategy look like? Can you send     me samples?              THE STORY                          ...
What Are You Trying to Achieve?         Where Does It Go?                        What’s Coming Up? •   Summary of company ...
WHAT IS  THE MAGICLAYER?     © 2012 Pybop, LLC
“THAT’S IT!”               © 2012 Pybop, LLC
“    The Magic Layer Is ...     ... when the intersections between the users needs     and the organizations needs (and ca...
“   The Magic Layer Is ...     ... when stakeholders rally around shared communication     goals that belie divergent comm...
“     The Magic Layer Is ...... when you meet youraudience needs through thecreation and curation of valuablecontent, in a...
The Magic Layer    Happens Here!Company                    Audience Needs                      Needs              Clear   ...
WHO ARE THESE   PEOPLE?                © 2012 Pybop, LLC
Content    Analysis    ProblemDiscovery      Audit                                      Solving Business                  ...
“When the right people cometogether and when theycollaborate in the right way,what happens often can feellike magic.”--Jon...
Content                Audit                             Planning Business Goals &        AnalysisObjectives              ...
Benefits: •New connections spark between diverse concepts •New opportunities are discovered •More meaningful experiences ar...
WHAT COULD POSSIBLY    GO WRONG?                  © 2012 Pybop, LLC
Potential obstacles:•Sheep think                   5 Ways to Prevent•Focusing on details or           Obstacleshow-tos too...
PRIORITIES: ANEXCELLENT EXAMPLE                    © 2012 Pybop, LLC
© 2012 Pybop, LLC
Audience                                             FeaturesPriority                                             Priority...
WILL YOU ACTUALLY    USE THOSE  DELIVERABLES?                © 2012 Pybop, LLC
The Magic Layer    Happens Here!Company                   Audience Needs                     Needs              Clear     ...
We’re         We like  I like to                       data geeks.      to take make things.                              ...
Big content,                                THINK LIKE  humanized               Search               HUMAN                ...
Do you have the right contentstrategist for the job? •Read his/her blog, view Tweets, follow on FB •Ask about approach, ba...
“THAT’S  IT!”     © 2012 Pybop, LLC
1. Start with shared goals.2. Get the right people together at the right times.3. Empower the decision makers.4. Hop the o...
THE MAGIC LAYER: THE SECRET OF EVERY     SUCCESSFUL  CONTENT STRATEGY          Presented by   Shelly Bowen, Pybop, LLC    ...
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The Magic Layer: The Secret to Every Successful Content Strategy

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Presented at Confab 2012: Before embarking on a fresh content strategy, we often do a lot research looking outward. Who’s our audience? What do they want? Which content strategy deliverables are must-haves? But what we often neglect is to look inward, at ourselves. Who can make this happen? When do they get involved? How? Which skills and experience — and personalities! — do we need?
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This talk, presented by Shelly Bowen at Confab 2012, the premier content strategy conference, explores the part of content strategy that is unique to each company and effort, the part that changes every time and cannot be pinned down and explained in a numbered list. Find out how you can answer some of the most typical questions faced by companies embarking on a content strategy process.

Published in: Business, Technology

The Magic Layer: The Secret to Every Successful Content Strategy

  1. 1. THE MAGIC LAYER: THE SECRET OF EVERY SUCCESSFUL CONTENT STRATEGY Presented by Shelly Bowen, Pybop, LLC shelly@pybop.com @pybop @shelbow #magiclayer
  2. 2. • Do I have the right content strategist for the job?• Where do we start?• Which deliverables do we need? Will we actually use them?• Are we moving in the right direction?• How do we overcome debates on direction?CONTENT STRATEGY QUESTIONS © 2012 Pybop, LLC
  3. 3. What is content strategy? THE STORY © 2012 Pybop, LLC
  4. 4. ProblemDiscovery Content Analysis Solving Audit Business Goals & PlanningObjectives Measure & Execution Review CONTENT STRATEGY OVERVIEW © 2012 Pybop, LLC
  5. 5. But ... what doescontent strategy look like? Can you send me samples? THE STORY © 2012 Pybop, LLC
  6. 6. What Are You Trying to Achieve? Where Does It Go? What’s Coming Up? • Summary of company goals • Copy deck • Editorial calendar • Content conversion/migrationWhat Do You Own? strategy How Do We Know It’s Right? • Content flow schematic • Content inventory or audit • Channel strategy • Benchmarks • Content assessment (quality and • Community and social strategy • Checks and balances quantity) • Visual presentation • Summary of company goals recommendations • Success metricsWhat’s Missing? • Wireframes • Usability tests • Content gap analysis • Comparative content analysis How Do We Make It Happen? • Competitive analysis • Content approval workflow or governance modelHow Do You Present the Words? • Communication plans • User personas • Community moderation policies • User scenarios (think believable • Content production workshops and stories) training • Editorial strategy • Content sourcing review and plans • Core messaging strategy (people, tools, budget, time) • Content templates • Sample content How Do We Stay Organized? • Search Engine Optimization (SEO) • CMS requirements strategy • Business rules • Metadata strategy • Taxonomies • Brand strategy • URL strategy • Style guide • Responsibilities • Glossary • Schedules POTENTIAL DELIVERABLES © 2012 Pybop, LLC
  7. 7. WHAT IS THE MAGICLAYER? © 2012 Pybop, LLC
  8. 8. “THAT’S IT!” © 2012 Pybop, LLC
  9. 9. “ The Magic Layer Is ... ... when the intersections between the users needs and the organizations needs (and capabilities) become visible.  --Erin Kissane, Incisive.nu ...when patterns become readily apparent for content solutions that support both user needs and organizational goals. --Kristina Mausser, Digital Word...where the user interest, the business interest, and ourpractitioner interests ... intersect. --Jeffrey MacIntyre, Arc90 ... the "Thats it!" moment ... looking at what content you have, your user needs, trying different approaches, and seeing which best suits the situation. --Colleen Jones, Content Science THE CONSULTANT PERSPECTIVE © 2012 Pybop, LLC
  10. 10. “ The Magic Layer Is ... ... when stakeholders rally around shared communication goals that belie divergent communication channels. --Margot Bloomstein, Appropriate, Inc....when you find the right people willing to enteryour cluttered and claustrophobic house of content,wave their wands, and leave it neat, ordered, and totallyuser-friendly. --Andrew Lewellen, HUGE, Inc. ...when you start sketching out ideas, workflows and outlines manically, trying to capture the creative flow of output. --Ahava Leibtag, Aha Media Group THE CONSULTANT PERSPECTIVE © 2012 Pybop, LLC
  11. 11. “ The Magic Layer Is ...... when you meet youraudience needs through thecreation and curation of valuablecontent, in a voice thatreflects your company.” ... when stakeholders sign off on a project brief with a primary message (or messaging hierarchy) and a target audience.--Melissa Eisler, Active.com --Brian Obermiller, Herbalife...moving beyond diagnosing to ... when you form a clear modelactually discovering a of communication betweensolution.” --David Ian Miller, your client and theirSan Francisco Chronicle audience.” --James Mathewson, IBM THE IN-HOUSE PERSPECTIVE © 2012 Pybop, LLC
  12. 12. The Magic Layer Happens Here!Company Audience Needs Needs Clear communication! Discovery! Shared goals! © 2012 Pybop, LLC
  13. 13. WHO ARE THESE PEOPLE? © 2012 Pybop, LLC
  14. 14. Content Analysis ProblemDiscovery Audit Solving Business Planning Goals &Objectives Measure & Execution Review CONTENT STRATEGY OVERVIEW © 2012 Pybop, LLC
  15. 15. “When the right people cometogether and when theycollaborate in the right way,what happens often can feellike magic.”--Jonah Lehrer, Imagine: How Creativity Works THE MAGIC LAYER © 2012 Pybop, LLC
  16. 16. Content Audit Planning Business Goals & AnalysisObjectives Execution Measure & Review CONTENT STRATEGY PROCESS © 2012 Pybop, LLC
  17. 17. Benefits: •New connections spark between diverse concepts •New opportunities are discovered •More meaningful experiences are revealed •New partnerships on the team are formed This leads to a set of recommendations and processes that form a successful content strategy. THE MAGIC LAYER © 2012 Pybop, LLC
  18. 18. WHAT COULD POSSIBLY GO WRONG? © 2012 Pybop, LLC
  19. 19. Potential obstacles:•Sheep think 5 Ways to Prevent•Focusing on details or Obstacleshow-tos too early 1. Work in small groups•Conflicting POVs 2. Name decision makers•Birdwalking from goals 3. Reach out to outsidersand falling in rabbit holes 4. Sketch ideas 5. Sleep on it•Everything is a priority 6. Establish core messaging priorities early HOP THE OBSTACALS © 2012 Pybop, LLC
  20. 20. PRIORITIES: ANEXCELLENT EXAMPLE © 2012 Pybop, LLC
  21. 21. © 2012 Pybop, LLC
  22. 22. Audience FeaturesPriority Priority1 Potential Customers: Individuals who buy 1 ORGANIC strawberries 2 SWEET AND FRESH, last two weeks longer2 Potential Customers: Professionals 3 LOWER PRICES (stores, restaurants) who buy strawberries3 Repeat Customers4 Potential Vendors: People who sell strawberries wholesale5 Potential employeesBenefits CredibilityPriority Priority1 Healthy 1 LARGEST PROVIDER: 70,000+ strawberry2 Stand up well in pies, ice creams, jams fields in California3 Freeze well 2 FRESHEST: Strawberries spend less than 1 day traveling4 Quick snack 3 AWARD-WINNING: 2008 CA Strawberry5 Support your community Award 4 BEST WORKPLACE: Honored by Berry Berry magazine as one of the "Best Places to Work in the Fruit Picking Industry." 5 ORGANIC: No chemical pest repellants used during farming 6 WORLD LEADER: World leader in strawberry farming SET PRIORITIES © 2012 Pybop, LLC
  23. 23. WILL YOU ACTUALLY USE THOSE DELIVERABLES? © 2012 Pybop, LLC
  24. 24. The Magic Layer Happens Here!Company Audience Needs Needs Clear communication and shared goals © 2012 Pybop, LLC
  25. 25. We’re We like I like to data geeks. to take make things. action. (And we ❤ dogs.) I ❤ drawing. Discovering talent. And surfing. We’reLOVE to information CHAT! junkies. KNOW YOUR PEOPLE © 2012 Pybop, LLC
  26. 26. Big content, THINK LIKE humanized Search HUMAN intelligence Brand-driven,UX, marcom, business user-balanced messaging Mad mix of Influential approaches! storytelling Editorial for humans KNOW YOUR CONTENT STRATEGIST © 2012 Pybop, LLC
  27. 27. Do you have the right contentstrategist for the job? •Read his/her blog, view Tweets, follow on FB •Ask about approach, background, and processes •Find someone who fills a hole on your team or bridges a gap •Be sure s/he’s available for the duration •Likability matters YOUR CONTENT STRATEGIST © 2012 Pybop, LLC
  28. 28. “THAT’S IT!” © 2012 Pybop, LLC
  29. 29. 1. Start with shared goals.2. Get the right people together at the right times.3. Empower the decision makers.4. Hop the obstacles.5. Get outside and cross-discipline perspectives.6. Establish your core messaging priorities early!7. Know that all content strategists have a unique approach.8. Choose the deliverables that fit your objectives and needs, and present them in a way your people will use.9. Keep (reality) checking your priorities.10. Sleep on it! HOW TO ACHIEVE THE MAGIC LAYER
  30. 30. THE MAGIC LAYER: THE SECRET OF EVERY SUCCESSFUL CONTENT STRATEGY Presented by Shelly Bowen, Pybop, LLC shelly@pybop.com @pybop @shelbow #magiclayer
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