The Living Web: How content strategy is revolutionizing online communication

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The slides from Kevan Gilbert's talk at IABC-BC on Nov. 21, 2012. …

The slides from Kevan Gilbert's talk at IABC-BC on Nov. 21, 2012.

http://www.cvent.com/events/the-living-web-how-content-strategy-is-revolutionizing-online-communication/event-summary-ebebdfb56a9546b881bc32cae5505174.aspx

Every year, thousands of innocent blogs and websites die needless deaths due to careless strategic planning. Created in bursts of reckless corporate enthusiasm, these web projects soon fall victim to chronic Nobody Cares Syndrome. Abandoned and alone on the shoulder of the information superhighway, they are stark reminders to all that pass by: if you build it, they may or may not come at all.

How we can inject life into our web communication and prevent our web projects from falling flat after launch?

Enter: Content Strategy – a new way to plan, manage and create content that actual inspires people.

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Transcript

  • 1. @kevangilbertTHE LIVING WEB
  • 2. In this room...
  • 3. PUBLIC RELATIONS PRINT WEBSITE PIECES CUSTOMER DIRECTEXPERIENCE MAILPRESENT- EMAIL ATIONS MARKETING SOCIAL INTERNAL MEDIA COMM OFFLINE ADS Inspired by Karen McGrane // http://www.slideshare.net/KMcGrane/adapting-ourselves-to-adaptive-content
  • 4. PUBLIC RELATIONS PRINT WEBSITE PIECES CUSTOMER DIRECTEXPERIENCE MAILPRESENT- EMAIL ATIONS MARKETING SOCIAL INTERNAL MEDIA COMM OFFLINE ADS Inspired by Karen McGrane // http://www.slideshare.net/KMcGrane/adapting-ourselves-to-adaptive-content
  • 5. PUBLIC RELATIONS PRINT WEBSITE PIECES CUSTOMER DIRECTEXPERIENCE MAIL CONTENTPRESENT- EMAIL ATIONS MARKETING SOCIAL INTERNAL MEDIA COMM OFFLINE ADS Inspired by Karen McGrane // http://www.slideshare.net/KMcGrane/adapting-ourselves-to-adaptive-content
  • 6. LIVING SPACES
  • 7. DEAD SPACES
  • 8. What we need to makeWHAT THEY WHAT YOU NEED CAN OFFER
  • 9. Research Ideas Planning
  • 10. Part 1RESEARCH
  • 11. 1. Talk to your customers
  • 12. 2. Use your data
  • 13. Data is the new oil
  • 14. 3. Review your competition
  • 15. 4. Know yourself
  • 16. Talk to Use youryour customers data Review Knowthe competition yourself
  • 17. Part 2IDEAS
  • 18. Part 3PLANNING
  • 19. CONTENT STRATEGY“The practice of planning the contentcreation, delivery, and governance ofa website.” / Kristina Halvorson
  • 20. Inventory & audit Site mapCOMMONDOCS Page tables Editorial guidelines
  • 21. DAY IN THE LIFE
  • 22. A good fit MY D7’sNEEDS OPENINGS
  • 23. The magical middleUSER WHAT YOUNEEDS OFFER
  • 24. “Our content is the substanceof brand engagement.” / Coca-Cola
  • 25. ContentUSERS BRANDS
  • 26. “Marketing needs a new metaphor:one that acknowledges our sharedpurpose.” / HBR
  • 27. Shared purposeUSER WHAT YOUNEEDS OFFER
  • 28. SHAREDPURPOSECONTENTSTRATEGYLIVING RESPONSIVE SUCCESSSPACES
  • 29. SHAREDPURPOSECONTENTSTRATEGY(ANYTHING (A RELEVANT SUCCESSYOU MAKE) MEDIUM)
  • 30. COMPLETE!
  • 31. @kevangilbertTHE LIVING WEBInteresting, living spaces only happenwhen we put humans first.