Content Strategy: The Future of Marketing

CONTENT STRATEGY AND THE FUTURE OF MARKETING Kristina Halvorson | MN AMA | 06.22.09

@halvorson

WHY DOES CONTENT MATTER?

A brand is a promise. By identifying and authenticating a product or service it delivers a pledge of satisfaction and quality. — Walter Landor

Brands are now used more than they are preferred. Functional benefits and relevance now outweigh the intangible and emotional allure of a brand. — The Brand Bubble by John Gerzema and Ed Lebar

ONLINE, WE DON’T JUST SEE OR READ ABOUT YOUR BRAND. WE USE IT.

OFFLINE

ONLINE

The single most important thing most Web sites can offer to their users is content that those users will find valuable. — The Elements of User Experience Jesse James Garrett

NAV BAR sign in ROTATING PROMO AREA PRODUCT HIGHLIGHTS EDUCATIONAL CONTENT PRODUCT 1 PRODUCT 2 PRODUCT 3 PRODUCT 4 CREDIT CARD

WHAT IS CONTENT STRATEGY?

Content strategy is the practice of planning for the creation, delivery, and governance of useful, usable content.

•TEXT & DATA •GRAPHICS •VIDEO & ANIMATION •AUDIO

STRATEGY A plan for obtaining a specific goal or result.

NOT JUST …

NOT JUST … What

BUT … What With what Why When How Where For whom How often By whom What next

WHO’S DOING IT WELL?

REI employees are called upon to evaluate gear in an outdoor setting, allowing staff members to offer feedback on gear performance and remain experts in the gear they sell. And although not all employees have summited Mount Everest, they all can help customers find the right outdoor gear and clothing for any outdoor adventure. REI employees are recognized throughout the outdoor industry for their product knowledge and expertise.

At Room & Board, we partner with small, family-owned businesses that use a combination of time-honored techniques and innovative technology to build furniture that stands the test of time. This approach gives you the best of both worlds—handcrafted quality with precision and attention to detail. We're committed to helping these artisans preserve the American tradition of handcraftsmanship.

USEFUL. USABLE. ENJOYABLE.

WHY IS IT SO HARD?

LIES WE TELL OURSELVES

THIS IS COPYWRITING.

THIS IS CONTENT. • Audit • Analyze • Strategize • Categorize • Structure • Create • Review • Approve • Publish • Update • Archive

Late content is consistently one of the reasons for project delays. The task itself and resources needed to complete the task are seriously underestimated. Accept it. Plan for it. Charge for it. — Web Redesign 2.0: Workflow That Works Kelly Goto & Emily Cotler

PLAN. CREATE. PUBLISH. GOVERN.

HOW DOES IT WORK?

SKILLSET.ORG Business Analyst User Project Production Experience Manager Assistant Architect Account Producer Designer Manager New Information Business Web Analyst Developer Architect Developer Content Usability Strategist Specialist Programmer SEO Technical Specialist Assistant Server Web Editor Admin Web Writer

PROCESS Audit Analysis Strategy

AUDIT Quantitative Qualitative Specialized

ANALYSIS Align on business objectives and user goals Identify success metrics Define risks and how to mitigate Create a strategic foundation for content strategy (recommendations)

ANALYSIS Brand and messaging Channels User research Competitor site audits Site metrics Government or regulatory requirements

ANALYSIS SEO strategy Current content assets Global business and communications strategies Technical infrastructure Stakeholder roles, skill sets, agendas, politics Relationship to other sites, databases, campaigns, brand strategies, print materials

STRATEGY What content do we need, and why? How will the content be structured? How will users find your web content? How we will get from today to launch? What's next once the content is "out there "? How do these recommendations impact our business?

WHAT DO YOU GET?

BIG RESULTS Better user experience Greater brand consistency New operational efficiencies Better risk management through better controls Improved SEO and analytics More effective personalization and targeting

WHAT NEEDS TO CHANGE?

YOU ARE A PUBLISHER.

THE WORLD OF MARKETING

THIS IS ALL (web) CONTENT.

TREAT YOUR CONTENT LIKE A CRITICAL BUSINESS ASSET.

Thanks. E kristina@braintraffic.com W braintraffic.com/blog T @halvorson

Resources • CONTENT STRATEGY • http://alistapart.com/issues/274 • http://tr.im/lovingercs • http://www.cmsreview.com/Stages/ • http://tr.im/CSslideshare • http://tr.im/PublishersandCS • DELIVERABLES • http://semanticstudios.com/publications/semantics/000228.php • COMING SOON • http://contentstrategy.org

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Content Strategy: The Future of Marketing

by Kristina Halvorson

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