10 things every business person should know about content strategy

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    Notes on slide 1

    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”

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    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?
      • Content strategy plans for the
      • creation, publication, and
      • governance of content.
      • Kristina Halvorson
      • Brain Traffic
    14. TWO BIG COMPONENTS
      • Business value
      • Messaging/storytelling
      • Structure
      • Creation workflow
      • Publishing
      • Maintenance/governance
      Content Stuff People Stuff
    15. THE GOAL IS TO MAKE CONTENT…
      • Useful
      • Usable
      • Purposeful
      • Profitable
      User Stuff Business Stuff
    16. 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
    17. 1955
    18. 1956: INFORMATION AGE
    19.  
    20. 1990: INFORMATION SUPERHIGHWAY
    21. CONTENT SAVES MONEY
      • Content optimizes conversations with your:
      • Your customers
      • Vendors
      • Employees
    22. CONTENT MAKES MONEY
      • Influences customers decisions
      • Builds trust
      • Provides purchase-path instructions
      • Upsells
      • Solicits feedback
    23. MEASUREMENT MYTH
    24. TO DO: DEFINE REAL GOALS AND SUCCESS METRICS.
    25. 2. CONTENT NEEDS DEDICATED OVERSIGHT.
    26. Brand/ Marketing UX/Web Strategy IT/ CMS Product/ The Business Content
    27.  
    28. 1955
    29. Brand/ Marketing UX/Web Strategy IT/ CMS The Business Content Strategist
    30.  
    31. No.
    32. TO DO: ASSIGN A CONTENT ADVOCATE.
    33. 3. IT’S NEVER TOO EARLY TO THINK ABOUT CONTENT.
    34. SEXY
    35.  
    36. 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
    37. TO DO: INVITE YOUR CONTENT ADVOCATE TO YOUR PROJECT KICKOFF MEETING
    38. 4. UNDERSTAND YOUR CONTENT’S ENVIRONMENT.
    39. ON THE INSIDE
      • Existing communications ecosystem
      • Branding
      • Technology/infrastructure
      • Resources
      • Political considerations
      • Contracts/requirements
    40. ON THE OUTSIDE
      • User needs/wants
      • Competitors
      • Government regulations
      • Environmental issues
      • Economic climate
    41. ALIGN STAKEHOLDERS
      • Present risks and opportuntities
      • Negotiate solutions
      • Revisit goals and success factors
    42. TO DO: CONTENT FACTORS ANALYSIS
    43. 5. DOCUMENT YOUR CONTENT ECOSYSTEM.
    44. 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
    45.  
    46.  
    47. TO DO: CREATE CONTENT MAPS AND AUDITS
    48. 6. DON’T UNDERESTIMATE THE CONTENT CREATION EFFORT.
    49. CONTENT IS COMPLICATED
      • Strategize
      • Analyze Source
      • Categorize
      • Structure
      • Create
      • Stakeholder Review
      • Edit
      • Legal Review
      • Edit
      • Approve
      • Publish
      • Test
    50.  
    51. JUST TO GET STARTED…
      • Strategize
      • Analyze Source
      • Categorize
      • Structure
      • Create
      • Stakeholder Review
      • Edit
      • Legal Review
      • Edit
      • Approve
      • -----------------------
      • Publish
      • Test
    52. 5 hours
    53.  
    54. TO DO: CREATE A DETAILED TIME AND BUDGET ESTIMATE
    55. 7. ASK WHY. START SMALL.
    56. 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
    57. LESS CONTENT IS OFTEN…
      • More user friendly
    58.  
    59.  
    60. LESS CONTENT IS OFTEN…
      • More user friendly
      • Better quality
      • Cheaper to create
      • Easier to manage
    61. TO DO: MEASURE ALL CONTENT REQUESTS AGAINST BUSINESS GOALS.
    62. 8. ASSEMBLE THE CONTENT TEAM BEFORE THE WORK BEGINS.
    63. THE DREAM TEAM
      • IA
      • SEO/Metadata
      • Brand
      • Writing/Multimedia
      • Design Rep
      • Technology Rep
      • Usability Rep
      • Legal Rep
    64. CREATION PROCESS ROLES
      • Creator/Originator
      • Editor
      • Reviewer
      • Approver
      • Publisher
    65. TO DO: CREATE A RESOURCE/WORKFLOW PLAN
    66. 9. CONTENT NEEDS CARE AND FEEDING.
    67. I need constant attention!
    68.  
    69. TIME-SUCK TECHNOLOGIES
      • Blogs
      • News feeds and newsletters
      • “ Product of the month”
      • Communities
    70. I’ve been ignored since 1999!
    71.  
    72.  
    73. TO DO: EDITORIAL CALENDAR
    74. Nobody likes me!
    75.  
    76. TO DO: CONTENT QUALITY ASSURANCE PLAN
    77. I’m incorrect or embarrassing!
    78.  
    79.  
    80. TO DO: SCHEDULE REGULAR AUDITS OF ALL CONTENT
    81. 10. BE PREPARED FOR CHANGE.
    82.  
    83. LIFE HAPPENS
      • Brand and business goals change
      • Competitors up the ante
      • Measurement and audit results come in
      • Budgets or resources get cut
    84. TO DO: CREATE A GOVERNANCE PLAN AND COMMITTEE
    85. 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.
    86. THANKS. QUESTIONS?
      • Melissa Rach
      • [email_address]
      • @melissarach

    + mrsrublemrsruble, 3 months ago

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