10 things every business person should know about content strategy
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10 things every business person should know about content strategy

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Presentation by Melissa Rach, Dialog Studios (formerly VP of content strategy at Brain Traffic) to Kane Camp attendees 7.30.09

Presentation by Melissa Rach, Dialog Studios (formerly VP of content strategy at Brain Traffic) to Kane Camp attendees 7.30.09

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  • = ENTREPRENEURS WANTED =

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  • Find out what you have Define how and when people use each piece of content Draw a map of how all of your content works together
  • What needs to be updated and when Who does creates, reviews, approves, publishes… When does content die How long do updates take Budget
  • Web – analytics software User research Ask your customer service or call center staff Ask your salespeople
  • Document what you have Schedule regular reviews Track what changes Define criteria for quality Define trigger “events”

10 things every business person should know about content strategy Presentation Transcript

  • 1. 10 THINGS every business person should know about content strategy
  • 2. INTRODUCTIONS
    • Melissa Rach
    • Director of Content Strategy, Brain Traffic
    • Journalist, marketer, information architect, writer, etc.
  • 3. VOCABULARY
  • 4. CONTENT IS….
    • Available in a wide variety of formats:
    • Text
    • Graphics
    • Videos/demos/animations
    • Games/widgets
    • Audio
  • 5. CONTENT IS…
    • Created by just about everyone:
    • The publishing industry/media
    • Businesses and organizations of all kinds
    • YOU!
  • 6. CONTENT IS…
    • Just about everywhere.
    • In print
    • Online
    • On signs
    • On the radio
    • Etc.
  • 7. CONTENT IS…
    • How we communicate knowledge, it is:
    • Informative
    • Instructional
    • Entertaining
  • 8. INFORMATIVE
  • 9. INSTRUCTIONAL
  • 10. ENTERTAINING
  • 11. OR ALL THREE
  • 12. STRATEGY IS…
    • A plan for obtaining a specific goal or result.
    • This includes…
    • Tactical recommendations and ideas
    • Communication and enrollment overview
    • Guidelines for smart decision making
    • Change management and sustainment plan
  • 13. WHAT IS CONTENT STRATEGY?
  • 14.
    • Content strategy plans for the
    • creation, publication, and
    • governance of content.
    • Kristina Halvorson
    • Brain Traffic
  • 15. TWO BIG COMPONENTS
    • Business value
    • Messaging/storytelling
    • Structure
    • Creation workflow
    • Publishing
    • Maintenance/governance
    Content Stuff People Stuff
  • 16. THE GOAL IS TO MAKE CONTENT…
    • Useful
    • Usable
    • Purposeful
    • Profitable
    User Stuff Business Stuff
  • 17. 1. TREAT CONTENT LIKE A CRITICAL BUSINESS ASSET. (IT IS ONE.)
  • 18.
    • Because there isn’t a $1, $5, or
    • $10 denomination stamped on
    • the front of Web content, it’s
    • often difficult to know exactly
    • how valuable content is to your
    • company.
    • Bryan Eisenberg
    • Future Now
  • 19.
    • Adam Smith
    • Says value is:
    • Exclusive
    • Transparent
    1776
  • 20. 1955
  • 21. 1956: INFORMATION AGE
  • 22.  
  • 23. 1990: INFORMATION SUPERHIGHWAY
  • 24. CONTENT SAVES MONEY
    • Content optimizes conversations with your:
    • Your customers
    • Vendors
    • Employees
  • 25. CONTENT MAKES MONEY
    • Influences customers decisions
    • Builds trust
    • Provides purchase-path instructions
    • Upsells
    • Solicits feedback
  • 26. MEASUREMENT MYTH
  • 27. TO DO: DEFINE REAL GOALS AND SUCCESS METRICS.
  • 28. 2. CONTENT NEEDS DEDICATED OVERSIGHT.
  • 29. Brand/ Marketing UX/Web Strategy IT/ CMS Product/ The Business Content
  • 30.  
  • 31. 1955
  • 32. Brand/ Marketing UX/Web Strategy IT/ CMS The Business Content Strategist
  • 33.  
  • 34. No.
  • 35. TO DO: ASSIGN A CONTENT ADVOCATE.
  • 36. 3. IT’S NEVER TOO EARLY TO THINK ABOUT CONTENT.
  • 37. SEXY
  • 38.  
  • 39. IMPACT OF 11 TH HOUR CONTENT
    • Rework (IA, design, database, etc.)
    • Delayed timelines
    • Over budget
    • Frustrated stakeholders
    • Stressed employees
    • Bad content
    • Bad usability
    • Unhappy users
    • Unsuccessful project
  • 40. TO DO: INVITE YOUR CONTENT ADVOCATE TO YOUR PROJECT KICKOFF MEETING
  • 41. 4. UNDERSTAND YOUR CONTENT’S ENVIRONMENT.
  • 42. ON THE INSIDE
    • Existing communications ecosystem
    • Branding
    • Technology/infrastructure
    • Resources
    • Political considerations
    • Contracts/requirements
  • 43. ON THE OUTSIDE
    • User needs/wants
    • Competitors
    • Government regulations
    • Environmental issues
    • Economic climate
  • 44. ALIGN STAKEHOLDERS
    • Present risks and opportuntities
    • Negotiate solutions
    • Revisit goals and success factors
  • 45. TO DO: CONTENT FACTORS ANALYSIS
  • 46. 5. DOCUMENT YOUR CONTENT ECOSYSTEM.
  • 47. Twitter Print brochures Call center script Advertisements Web Site Annual report Blog In-person conversations YouTube channel Manuals Direct Mail Newsletter Events Packaging Signage Press release
  • 48.  
  • 49.  
  • 50. TO DO: CREATE CONTENT MAPS AND AUDITS
  • 51. 6. DON’T UNDERESTIMATE THE CONTENT CREATION EFFORT.
  • 52. CONTENT IS COMPLICATED
    • Strategize
    • Analyze Source
    • Categorize
    • Structure
    • Create
    • Stakeholder Review
    • Edit
    • Legal Review
    • Edit
    • Approve
    • Publish
    • Test
  • 53.  
  • 54. JUST TO GET STARTED…
    • Strategize
    • Analyze Source
    • Categorize
    • Structure
    • Create
    • Stakeholder Review
    • Edit
    • Legal Review
    • Edit
    • Approve
    • -----------------------
    • Publish
    • Test
  • 55. 5 hours
  • 56.  
  • 57. TO DO: CREATE A DETAILED TIME AND BUDGET ESTIMATE
  • 58. 7. ASK WHY. START SMALL.
  • 59. HOW CONTENT GROWS
    • “ Our competitors have XYZ, so we should, too.”
    • “ Every department needs equal representation.”
    • “ The CEO wants a community.”
    • “ This new widget is so cool.”
  • 60.
    • Small websites are easier to
    • manage than big ones.
    • Since this is obvious, why don't
    • more sites choose to be smaller?
    • David Hobbs
    • WelchmanPierpoint
  • 61. LESS CONTENT IS OFTEN…
    • More user friendly
  • 62.  
  • 63.  
  • 64. LESS CONTENT IS OFTEN…
    • More user friendly
    • Better quality
    • Cheaper to create
    • Easier to manage
  • 65. TO DO: MEASURE ALL CONTENT REQUESTS AGAINST BUSINESS GOALS.
  • 66. 8. ASSEMBLE THE CONTENT TEAM BEFORE THE WORK BEGINS.
  • 67. THE DREAM TEAM
    • IA
    • SEO/Metadata
    • Brand
    • Writing/Multimedia
    • Design Rep
    • Technology Rep
    • Usability Rep
    • Legal Rep
  • 68. CREATION PROCESS ROLES
    • Creator/Originator
    • Editor
    • Reviewer
    • Approver
    • Publisher
  • 69. TO DO: CREATE A RESOURCE/WORKFLOW PLAN
  • 70. 9. CONTENT NEEDS CARE AND FEEDING.
  • 71. I need constant attention!
  • 72.  
  • 73. TIME-SUCK TECHNOLOGIES
    • Blogs
    • News feeds and newsletters
    • “ Product of the month”
    • Communities
  • 74. I’ve been ignored since 1999!
  • 75.  
  • 76.  
  • 77. TO DO: EDITORIAL CALENDAR
  • 78. Nobody likes me!
  • 79.  
  • 80. TO DO: CONTENT QUALITY ASSURANCE PLAN
  • 81. I’m incorrect or embarrassing!
  • 82.  
  • 83.  
  • 84. TO DO: SCHEDULE REGULAR AUDITS OF ALL CONTENT
  • 85. 10. BE PREPARED FOR CHANGE.
  • 86.  
  • 87. LIFE HAPPENS
    • Brand and business goals change
    • Competitors up the ante
    • Measurement and audit results come in
    • Budgets or resources get cut
  • 88. TO DO: CREATE A GOVERNANCE PLAN AND COMMITTEE
  • 89. IN SUMMARY
  • 90.
    • 1. Treat content like a critical business asset.
    • Define real goals and success metrics.
    • 2. Content needs dedicated oversight.
    • Assign a content advocate.
    • 3. It’s never too early to think about content.
    • Invite your content advocate to your project kickoff meeting.
    • 4. Understand your content’s environment.
    • Content factors analysis.
  • 91.
    • 5. Document your content ecosystem.
    • Create content maps and audits.
    • 6. Don’t underestimate the content creation effort.
    • Create a detailed time and budget estimate.
    • 7. Ask why. Start small.
    • Measure all content requests against business goals.
    • 8. Assemble the content team before the work begins.
    • Create a resource/workflow plan.
  • 92.
    • 9. Content needs care and feeding.
    • Content quality assurance plan.
    • Schedule regular audits of all content.
    • 10. Be prepared for change.
    • Create a governance plan and committee.
  • 93. THANKS. QUESTIONS?
    • Melissa Rach
    • [email_address]
    • @melissarach