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.

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

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!

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.

Just about everywhere.

In print

Online

On signs

On the radio

Etc.

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

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

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 “

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

Business value

Messaging/storytelling

Structure

Creation workflow

Publishing

Maintenance/governance

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

Useful

Usable

Purposeful

Profitable

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 “

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

Adam Smith

Says value is:

Exclusive

Transparent

1955

1956: INFORMATION AGE

1990: INFORMATION SUPERHIGHWAY

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

Content optimizes conversations with your:

Your customers

Vendors

Employees

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

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

1955

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

No.

TO DO: ASSIGN A CONTENT ADVOCATE.

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

SEXY

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

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

Existing communications ecosystem

Branding

Technology/infrastructure

Resources

Political considerations

Contracts/requirements

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

User needs/wants

Competitors

Government regulations

Environmental issues

Economic climate

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

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

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

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.”

“ 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 “

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

More user friendly

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

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

IA

SEO/Metadata

Brand

Writing/Multimedia

Design Rep

Technology Rep

Usability Rep

Legal Rep

CREATION PROCESS ROLES Creator/Originator Editor Reviewer Approver Publisher

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

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

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.

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.

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.

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

Melissa Rach

[email_address]

@melissarach