People focused Content - CMA Building Content Strategy Seminar
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People focused Content - CMA Building Content Strategy Seminar

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BUILDING CONTENT STRATEGY SEMINAR ...

BUILDING CONTENT STRATEGY SEMINAR

The tips, tools and advice you need to build a content strategy

Whether you’re looking to get into content marketing, are responsible for your company’s websites and social platforms, or want to use information and advice to better connect with consumers, you need content strategy to be successful. But what is content strategy and how do you build a successful one?

In this workshop, you will learn about the exciting new discipline of content strategy and a step-by-step method to build one — all with a focus of putting people -- those that will be consuming, commenting, and sharing your content -- first. Beginner to more advanced content professionals will learn how to develop a well thought out strategy that satisfies business objectives. Plus, you’ll get a behind-the-scenes look at how one of Canada’s leading content agencies crafts award-winning strategies for some of Canada’s biggest brands.

In this full-day session participants will explore key concepts of the discipline of content strategy and will apply these ideas to a business case.

You Will Learn

· Define the objectives that will drive your content strategy
· Get to know your audience and their content needs
· Find out what kind of content you have, if it’s reusable, and what gaps exist
· Communicate your strategy and get stakeholder buy-in
· Plan for great content
· Maintain and measure efforts
Key Take-Aways

· Real-world content strategy examples
· A toolkit of templates to use when crafting a content strategy back at your own organization
· An opportunity to get answers to your tough content problems
WHO SHOULD ATTEND

· Writers, editors and social media managers
· User experience and web professionals
· Marketing managers and those crafting content for their organizations
· Agencies looking for a primer on content strategy

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People focused Content - CMA Building Content Strategy Seminar People focused Content - CMA Building Content Strategy Seminar Presentation Transcript

  • Making the case for content How to build a strategy & make your content work
  • Howdy, nice to see you Mark Michaud SVP, Strategy @michaudmark Baron Manett SVP @bstat SVP, Strategy @bstat Blind faith in technology.
  • What’s the point of marketing? 2000 – 2012 Blind faith in technology. View slide
  • Somehow we thought he had all the answers… View slide
  • We started to listen these folks
  • And then this happened…
  • …and this…
  • … and then this.
  • Now this.
  • So… What’s the point of marketing? 2000 – 2012 Blind faith in technology.
  • What’s the one constant?
  • People & the relationships they have with one another 2000 – 2012 Blind faith in technology.
  • Makings of a good relationship Empathy & Communication 2000 – 2012 Blind faith in technology.
  • LISTENING EMPATHETIC RECIPROCAL Conversation MUTUAL BENEFIT THOUGHTFUL 2000 – 2012 Blind faith in technology.
  • Where does content fit in? 2000 – 2012 Blind faith in technology.
  • It’s the stuff you talk about.
  • Content ≠ copy 2000 – 2012 Blind faith in technology.
  • Content ≠ format 2000 – 2012
  • Content ≠ messaging 2000 – 2012
  • Content: The essence and substance of your brand. 2000 – 2012
  • Think of it like this… 2000 – 2012 Blind faith in technology.
  • This is Brad… …he wants a new car. 2000 – 2012
  • ? 2000 – 2012 Here Here
  • Brad’s Journey TESTS CONFIRMS BUYS VALIDATES RESEARCH
  • Brad has questions… ? ? ? TESTS VALIDATES RESEARCH ? ? ? CONFIRMS ? BUYS ? 2000 – 2012 …we have answers.
  • This is CONTENT
  • If Q+A = CONTENT 2000 – 2012
  • What is content strategy? 2000 – 2012
  • Wells Fargo 2000 – 2012
  • IKEA 2000 – 2012
  • KNORR 2000 – 2012
  • content > What should we say? > How do we organize it? > How should we sound? > How do we create it? > How will we maintain it? strategy > Why are we doing this? > What are the right channels? > Who are we talking to? > How will we measure it? > Why are we saying it?
  • Content Strategy: Content strategy plans for the creation, publication, and governance of useful, usable content. 2000 – 2012 – Kristina Halvorson
  • THE PROCESS?
  • THE PROCESS?
  • But there are tools & approaches…
  • Here’s ours… People-focused content strategy 2000 – 2012 Blind faith in technology.
  • Let’s roll up our sleeves: 1.  Challenge our thinking about content. 2.  Prove that content is an asset worth investing in. 3.  Explain how to think about content strategically. 4.  Enable an approach to content strategy.
  • 1 2 3 Define Strategize Plan •  Business objectives •  Audience insights •  Content review •  •  •  •  •  Overlap in goals Strategy statement Identify formats Align existing content Identify gaps •  •  •  •  Matrix Requirements Tone and voice Editorial calendar
  • Define Gathering everything we need for the strategy.
  • Why? What are the objectives underpinning your strategy?
  • You probably have to deal with this
  • Tools that can help Market analysis reports Competitive Reviews
  • Is this a good objective? Get more visitors to our website.
  • Get more visitors to our website. Increase the number of salequalified leads.
  • Identifying True Objectives BUSINESS •  Increase our share of mortgages among firsttime homebuyers. •  Increase the number of qualified leads originating from the web sites by 20% MARKETING •  Be the “go-to” place that first-time homebuyers use to learn about mortgages. •  Demonstrate our ability to help first-time homebuyers make confident home buying decisions earning the right to get their mortgage business.       COMMUNICATION •  We are your best source of mortgage information, tools, advice and products. •  Show first-time homebuyers how to make good real estate and financing decisions for their own situation.      
  • The makings of a good objective: ü Measurable: Can be measured with a certain degree of accuracy. ü Focused: Places emphasis on a single goal. ü Business impact: The objective is moving the business forward in a meaningful way.
  • Your turn: Let’s complete exercises one, two and three. Here’s how: 1.  Craft your business story 2.  Map out your stakeholders 3.  Identify your business objectives
  • Who? What audiences are we trying to connect with?
  • Everyone!
  • Tools that can help Audience research Customer journeys Personas
  • Unpacking the brief The Brief Gender: Men and Women (note that single women are more likely to be firsttime homebuyers than single men) Age: 25-32 and 35-42 (Gen Z and Millennials/Gen Y) The Insights ? Education: Skews “some postsecondary education” Influencers: 98% use a real estate agent; 65% get pre-approval in a bank branch; 35% get parental help with a down payment    
  • Unpacking the brief The Brief The Insights Gender: Men and Women (note that single women are more likely to be firsttime homebuyers than single men) Doing their homework online, but interacting in many channels. Gen Y and Gen Z are technology savvy and high education makes them technology optimists but home buying in not an online process. Age: 25-32 and 35-42 (Gen Z and Millennials/Gen Y) Education: Skews “some postsecondary education” Influencers: 98% use a real estate agent; 65% get pre-approval in a bank branch; 35% get parental help with a down payment. Process: On average, first-time homebuyers view 25+ houses before purchase.   Process is complex. With multiple viewings, many influencers and professionals involved and a dynamic markets, the process can be overwhelming, stressful and complicated.
  • Unpacking the brief The Insights The Goals > Learn about home buying. > Learn about mortgages. > Assess options to have confidence in final decision.
  • Getting to know our audiences: Data Insights Demographics Hypotheses Assumptions Behaviours Motivations Goals  
  • Empathy Maps
  • Your turn: Let’s complete exercise four. Here’s how: 1.  Identify your audience and their needs.
  • What? What content do we currently have?
  • “I want a blog!”
  • Tools that can help Content Inventory Scorecard
  • Audits Done Right Establish criteria Look for sources What you’ll inventory Where you’ll look q  Name > Websites q  Location > Collateral q  Format > Call Centre Scripts q  Creation date > Archives q  Brand > Social Media q  Focus > Design files q  Notes > Warehouses
  • 1 2 3 Define Strategize Plan •  Business objectives •  Audience insights •  Content review •  •  •  •  •  Overlap in goals Strategy statement Identify formats Align existing content Identify gaps •  •  •  •  Matrix Requirements Tone and voice Editorial calendar
  • STRATEGIZE Pulling it all together
  • The tools: Content Strategy Deliverables
  • Mapping objectives They want to… We want to… > Learn about home buying. •  Increase the number of qualified leads originating from the web sites by 20% > Learn about mortgages. > Assess options to have confidence in final decision. •  Show first-time homebuyers how to make good real estate and financing decisions for their own situation. •  Demonstrate our ability to help first-time homebuyers make confident home buying decisions earning the right to get their mortgage business.   2000 – 2012    
  • Finding Overlap Audience Goals Business Objectives 2000 – 2012 Where the strategy lies
  • Spell it out Our brand will engage with first time homebuyers by providing them with a comprehensive source of information and advice on all aspects of home buying – integrating real estate information with financing education. To ensure they can access this resource when they need it, we will provide it on the web and through a mobile/tablet app. They will be able to customize it and store info on their specific situation so it acts as an essential tool to facilitate the purchase process.
  • Strategy Statement Our brand will engage with first time homebuyers by providing them with a comprehensive source of information and advice on all aspects of home buying – integrating real estate information with financing education. To ensure they can access this resource when they need it, we will provide it on the web and through a mobile/tablet app. They will be able to customize it and store info on their specific situation so it acts as an essential tool to facilitate the purchase process.
  • Finding Brand Themes Truly helpful advice Enabling client success OUR BRAND Holistic view of needs On our clients’ terms
  • Your turn: Let’s complete exercises five, six and seven. Here’s how: 1.  Find overlap between your goals and those of your audience. 2.  Identify your brand themes. 3.  Craft your strategy statement.
  • 1 2 3 Define Strategize Plan •  Business objectives •  Audience insights •  Content review •  •  •  •  •  Overlap in goals Strategy statement Identify formats Align existing content Identify gaps •  •  •  •  Matrix Requirements Tone and voice Editorial calendar
  • PLAN Mapping out how to get it done
  • Identifying content types Audience Goal Learn about home buying. Learn about mortgage options. Topics •  •  •  •  What to look for when buying. Which neighbourhoods are good.. How much house is too much. What are closing costs? •  Types of mortgages. •  Available options like prepayments. •  How to decide what’s right for me? •  Process: How do I get one? Format > Video > Reports > Tips > Step-by-step instructions > Articles > Calculators
  • Find Gaps Audience Goal Learn about home buying. Learn about mortgage options. Topics Format Reuse •  •  •  •  > Video > Reports > Tips ? ? What to look for when buying. Which neighbourhoods are good.. How much house is too much. What are closing costs? •  Types of mortgages. •  Available options like prepayments. •  How to decide what’s right for me? •  Process: How do I get one? > Step-by-step instructions > Articles > Calculators What does our content audit say?    
  • Your turn: Let’s complete exercise eight. Here’s how: 1.  Identify the content you’ll need and list out if you know where it exists.
  • The tools: Editorial calendar Tone and voice guidelines Content requirements
  • Setting up a matrix All the content we need to produce, edit or migrate.
  • Content Requirements The Purpose: Where is the source content? What are the copy points? Where are the wireframes? Who creates it? When is it due?
  • Governance How do we do to maintain content?
  • Your turn: Let’s complete exercise nine. Here’s how: 1.  Try your hand at completing content requirements.
  • And… breathe ;)
  • Here’s what we learned: ü  Content is powerful: It’s the substance of the conversations you have with customers. ü  Content is for people: Put your audience at the heart of your strategy and it will excel. ü  Content is hard work: But it’s worth it.