10 things every business person should know about content strategy

10 THINGS every business person should know about content strategy

INTRODUCTIONS
Melissa Rach
Director of Content Strategy, Brain Traffic
Journalist, marketer, information architect, writer, etc.

VOCABULARY

CONTENT IS….
Available in a wide variety of formats:
Text
Graphics
Videos/demos/animations
Games/widgets
Audio

CONTENT IS…
Created by just about everyone:
The publishing industry/media
Businesses and organizations of all kinds
YOU!

CONTENT IS…
Just about everywhere.
In print
Online
On signs
On the radio
Etc.

CONTENT IS…
How we communicate knowledge, it is:
Informative
Instructional
Entertaining

INFORMATIVE

INSTRUCTIONAL

ENTERTAINING

OR ALL THREE

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

WHAT IS CONTENT STRATEGY?

Content strategy plans for the
creation, publication, and
governance of content.
Kristina Halvorson
Brain Traffic
“

TWO BIG COMPONENTS
Business value
Messaging/storytelling
Structure
Creation workflow
Publishing
Maintenance/governance
Content Stuff People Stuff

THE GOAL IS TO MAKE CONTENT…
Useful
Usable
Purposeful
Profitable
User Stuff Business Stuff

1. TREAT CONTENT LIKE A CRITICAL BUSINESS ASSET. (IT IS ONE.)

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
“

Adam Smith
Says value is:
Exclusive
Transparent
1776

1956: INFORMATION AGE

1990: INFORMATION SUPERHIGHWAY

CONTENT SAVES MONEY
Content optimizes conversations with your:
Your customers
Vendors
Employees

CONTENT MAKES MONEY
Influences customers decisions
Builds trust
Provides purchase-path instructions
Upsells
Solicits feedback

MEASUREMENT MYTH

TO DO: DEFINE REAL GOALS AND SUCCESS METRICS.

2. CONTENT NEEDS DEDICATED OVERSIGHT.

Brand/ Marketing UX/Web Strategy IT/ CMS Product/ The Business Content

Brand/ Marketing UX/Web Strategy IT/ CMS The Business Content Strategist

TO DO: ASSIGN A CONTENT ADVOCATE.

3. IT’S NEVER TOO EARLY TO THINK ABOUT CONTENT.

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

TO DO: INVITE YOUR CONTENT ADVOCATE TO YOUR PROJECT KICKOFF MEETING

4. UNDERSTAND YOUR CONTENT’S ENVIRONMENT.

ON THE INSIDE
Existing communications ecosystem
Branding
Technology/infrastructure
Resources
Political considerations
Contracts/requirements

ON THE OUTSIDE
User needs/wants
Competitors
Government regulations
Environmental issues
Economic climate

ALIGN STAKEHOLDERS
Present risks and opportuntities
Negotiate solutions
Revisit goals and success factors

TO DO: CONTENT FACTORS ANALYSIS

5. DOCUMENT YOUR CONTENT ECOSYSTEM.

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

TO DO: CREATE CONTENT MAPS AND AUDITS

6. DON’T UNDERESTIMATE THE CONTENT CREATION EFFORT.

CONTENT IS COMPLICATED
Strategize
Analyze Source
Categorize
Structure
Create
Stakeholder Review
Edit
Legal Review
Edit
Approve
Publish
Test

JUST TO GET STARTED…
Strategize
Analyze Source
Categorize
Structure
Create
Stakeholder Review
Edit
Legal Review
Edit
Approve
-----------------------
Publish
Test

5 hours

TO DO: CREATE A DETAILED TIME AND BUDGET ESTIMATE

7. ASK WHY. START SMALL.

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.”

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
“

LESS CONTENT IS OFTEN…
More user friendly

LESS CONTENT IS OFTEN…
More user friendly
Better quality
Cheaper to create
Easier to manage

TO DO: MEASURE ALL CONTENT REQUESTS AGAINST BUSINESS GOALS.

8. ASSEMBLE THE CONTENT TEAM BEFORE THE WORK BEGINS.

THE DREAM TEAM
IA
SEO/Metadata
Brand
Writing/Multimedia
Design Rep
Technology Rep
Usability Rep
Legal Rep

CREATION PROCESS ROLES
Creator/Originator
Editor
Reviewer
Approver
Publisher

TO DO: CREATE A RESOURCE/WORKFLOW PLAN

9. CONTENT NEEDS CARE AND FEEDING.

I need constant attention!

TIME-SUCK TECHNOLOGIES
Blogs
News feeds and newsletters
“ Product of the month”
Communities

I’ve been ignored since 1999!

TO DO: EDITORIAL CALENDAR

Nobody likes me!

TO DO: CONTENT QUALITY ASSURANCE PLAN

I’m incorrect or embarrassing!

TO DO: SCHEDULE REGULAR AUDITS OF ALL CONTENT

10. BE PREPARED FOR CHANGE.

LIFE HAPPENS
Brand and business goals change
Competitors up the ante
Measurement and audit results come in
Budgets or resources get cut

TO DO: CREATE A GOVERNANCE PLAN AND COMMITTEE

IN SUMMARY

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.

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.

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.

THANKS. QUESTIONS?
Melissa Rach
[email_address]
@melissarach

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10 things every business person should know about content strategy

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