Content Strategy: The Future of Marketing

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Today, it's quite probable that the two most important words for marketers are "content strategy." Content strategy identifies which content will best achieve your business objectives while fulfilling your customers' needs. Developing a content strategy also helps answer questions that often get left until the eleventh hour: Who is going to create the content, and how? How can you ensure your communications are consistent across all channels? What role will user-generated content play in helping meet your marketing goals?

This presentation discusses:

* the practice of content strategy
* useful, actionable details your organization can take advantage of immediately

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Content Strategy: The Future of Marketing

  1. 1. CONTENT STRATEGY AND THE FUTURE OF MARKETING Kristina Halvorson | MN AMA | 06.22.09
  2. 2. @halvorson
  3. 3. WHY DOES CONTENT MATTER?
  4. 4. A brand is a promise. By identifying and authenticating a product or service it delivers a pledge of satisfaction and quality. — Walter Landor
  5. 5. 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
  6. 6. ONLINE, WE DON’T JUST SEE OR READ ABOUT YOUR BRAND. WE USE IT.
  7. 7. OFFLINE
  8. 8. ONLINE
  9. 9. 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
  10. 10. NAV BAR sign in ROTATING PROMO AREA PRODUCT HIGHLIGHTS EDUCATIONAL CONTENT PRODUCT 1 PRODUCT 2 PRODUCT 3 PRODUCT 4 CREDIT CARD
  11. 11. WHAT IS CONTENT STRATEGY?
  12. 12. Content strategy is the practice of planning for the creation, delivery, and governance of useful, usable content.
  13. 13. Content strategy is the practice of planning for the creation, delivery, and governance of useful, usable content.
  14. 14. •TEXT & DATA •GRAPHICS •VIDEO & ANIMATION •AUDIO
  15. 15. STRATEGY A plan for obtaining a specific goal or result.
  16. 16. NOT JUST …
  17. 17. NOT JUST … What
  18. 18. BUT … What With what Why When How Where For whom How often By whom What next
  19. 19. WHO’S DOING IT WELL?
  20. 20. 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.
  21. 21. 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.
  22. 22. USEFUL. USABLE. ENJOYABLE.
  23. 23. WHY IS IT SO HARD?
  24. 24. LIES WE TELL OURSELVES
  25. 25. THIS IS COPYWRITING.
  26. 26. THIS IS CONTENT. • Audit • Analyze • Strategize • Categorize • Structure • Create • Review • Approve • Publish • Update • Archive
  27. 27. 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
  28. 28. PLAN. CREATE. PUBLISH. GOVERN.
  29. 29. PLAN
  30. 30. PLAN. CREATE. PUBLISH. GOVERN.
  31. 31. HOW DOES IT WORK?
  32. 32. 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
  33. 33. PROCESS Audit Analysis Strategy
  34. 34. AUDIT Quantitative Qualitative Specialized
  35. 35. 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)
  36. 36. ANALYSIS Brand and messaging Channels User research Competitor site audits Site metrics Government or regulatory requirements
  37. 37. 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
  38. 38. 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?
  39. 39. WHAT DO YOU GET?
  40. 40. 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
  41. 41. WHAT NEEDS TO CHANGE?
  42. 42. YOU ARE A PUBLISHER.
  43. 43. THE WORLD OF MARKETING
  44. 44. THIS IS ALL (web) CONTENT.
  45. 45. TREAT YOUR CONTENT LIKE A CRITICAL BUSINESS ASSET.
  46. 46. Thanks. E kristina@braintraffic.com W braintraffic.com/blog T @halvorson
  47. 47. 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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