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@kevangilbertTHE LIVING WEB
In this room...
PUBLIC                              RELATIONS                     PRINT           WEBSITE                                 ...
PUBLIC                              RELATIONS                     PRINT           WEBSITE                                 ...
PUBLIC                              RELATIONS                     PRINT           WEBSITE                                 ...
LIVING SPACES
DEAD SPACES
What we need to makeWHAT THEY      WHAT YOU  NEED         CAN OFFER
Research   Ideas   Planning
Part 1RESEARCH
1. Talk to your customers
2. Use your data
Data is the new oil
3. Review your competition
4. Know yourself
Talk to       Use youryour customers      data    Review         Knowthe competition   yourself
Part 2IDEAS
Part 3PLANNING
CONTENT STRATEGY“The practice of planning the contentcreation, delivery, and governance ofa website.” / Kristina Halvorson
Inventory & audit         Site mapCOMMONDOCS           Page tables       Editorial guidelines
DAY IN THE LIFE
A good fit MY            D7’sNEEDS        OPENINGS
The magical middleUSER         WHAT YOUNEEDS         OFFER
“Our content is the substanceof brand engagement.” / Coca-Cola
ContentUSERS             BRANDS
“Marketing needs a new metaphor:one that acknowledges our sharedpurpose.” / HBR
Shared purposeUSER        WHAT YOUNEEDS        OFFER
SHAREDPURPOSECONTENTSTRATEGYLIVING           RESPONSIVE   SUCCESSSPACES
SHAREDPURPOSECONTENTSTRATEGY(ANYTHING   (A RELEVANT                          SUCCESSYOU MAKE)     MEDIUM)
COMPLETE!
@kevangilbertTHE LIVING WEBInteresting, living spaces only happenwhen we put humans first.
The Living Web: How content strategy is revolutionizing online communication
The Living Web: How content strategy is revolutionizing online communication
The Living Web: How content strategy is revolutionizing online communication
The Living Web: How content strategy is revolutionizing online communication
The Living Web: How content strategy is revolutionizing online communication
The Living Web: How content strategy is revolutionizing online communication
The Living Web: How content strategy is revolutionizing online communication
The Living Web: How content strategy is revolutionizing online communication
The Living Web: How content strategy is revolutionizing online communication
The Living Web: How content strategy is revolutionizing online communication
The Living Web: How content strategy is revolutionizing online communication
The Living Web: How content strategy is revolutionizing online communication
The Living Web: How content strategy is revolutionizing online communication
The Living Web: How content strategy is revolutionizing online communication
The Living Web: How content strategy is revolutionizing online communication
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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.

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.

Published in: Design
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Transcript of "The Living Web: How content strategy is revolutionizing online communication"

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