Content Strategy for Marketers

how to keep your online content inline
10 content strategy tips for marketers
8.21.2009 | 1

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

Introductions
Vocabulary
History
Let’s be friends
10 tips for good online content
TODAY’S AGENDA

VOCABULARY
(ACCORDING TO… ME)
Content

Text
Data, metadata
Images, info graphics
Audio, video
Widgets, games
Etc.
WHAT IS CONTENT?

Anything that:
Informs/Persuades
Instructs
Entertains
Anywhere
(+ Metadata)
WHAT IS CONTENT?

VOCABULARY
Content
Strategy

A plan for obtaining a specific goal or result.
WHAT IS A STRATEGY?

Provide clarity
Make informed recommendations
Facilitate smart decision making
Document the action plan
Implement the plan
WHAT IS STRATEGY (v.)?
Align
Communicate
Align
Communicate
Align and Communicate

VOCABULARY
Content
Strategy
Content Strategy

The practice for thecreation, delivery, and governance of content.
WHAT IS CONTENT STRATEGY?

Create content that is:
Useful
Usable
Purposeful
Profitable
User benefits
Business benefits

Four key components:
Messaging
Structure
Workflow
Governance
Content
People

HISTORY
(WHY CONTENT MAKES YOU CRAZY)
The rules have changed

Big idea:
Source + Message + Channel + Receiver
Therefore:
Awareness > Knowledge > Desire > Action!!!!
COMMUNICATION THEORY (Pre-1950s)

1956: INFORMATION AGE

Big idea:
Festinger’s Theory of Cognitive Dissonance
COMMUNICATION THEORY (1950s)

Therefore:
Before you start…
Do research to define audience/channel
Tailor message to audience/channel
Then…
COMMUNICATION THEORY (1950-1990s)
11.17.09 | 20

11.17.09 | 21

1990: INFORMATION SUPERHIGHWAY

What we know:
Source: Everybody
Message: Influencers
Channel: Hundreds
Receiver: Everybody
COMMUNICATION THEORY: TODAY

What we still expect to work:

What does work:
Offer good stuff
Be consistent across channels
Be trustworthy and accurate
Be proactive
Participate

HISTORY
Everything is connected

HISTORY
It’s hard to estimate content value

“
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

1776
Adam Smith
Says value is:
Excludability
Transparency
Rivalry

MEASUREMENT MYTH

HISTORY
It’s hard to estimate content value
Content has no clear corporate home

EVERYBODY IS INVOLVED

LET’S BE FRIENDS
(Content Strategy + Marketing = Goodness)

CONTENT STRATEGY VS. MARKETING

WE OVERLAP WITH EVERYBODY

Reactive
Proactive

WHAT YOU CAN DO
(FINALLY, THE RECOMMENDATIONS)

8.21.2009 | 43

WHAT YOU CAN DO
Take content oversight seriously

Manage content creation initiatives
Represent content throughout launch process
Serve as ongoing editor-in-chief after launch
DESIGNATE A CONTENT ADVOCATE

Somebody who actually has time to focus on the complexities of content
Somebody department neutral
Yeah, somebody other than you

Requester
Subject matter expert
Provider
Creator(s)
Reviewer
Common roles, include:
ASSIGN A CONTENT TEAM EARLY
Legal reviewer
Approver
Publisher
Maintainer
SEO/Metadata expert

Representative stakeholder group that:
Defines content priorities
Decides when content needs to “change”
Approves content guidelines
Communicates to the relevant teams
CREATE A GOVERNANCE COMMITTEE

WHAT YOU CAN DO
Embrace your inner geek

DO NOT FEAR
TECHNOLOGY.
YOU’RE BETTER AT IT
THAN YOU THINK.

Information architecture
User interface design
Content management systems
Etc.
YOU ALREADY KNOW A LOT ABOUT:
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Save time and money
Make content better quality
Avoid costly, embarrassing mistakes
BASELINE KNOWLEDGE IS MANDATORY
10.06.2009 | 53

FRIEND A REAL GEEK

Safe person to ask questions
Advocate in the geek departments
Trend watcher
Analytics watcher
Star Wars expert
YOUR GEEK MENTOR IS YOUR:
10.06.2009 | 57

WHAT YOU CAN DO
Start small, stay focused

YOU DON’T HAVE
TO DO IT ALL.
IN FACT,
YOU PROBABLY SHOULDN’T.

Start with the core and work your way out.
IDENTIFY A UNIFYING THEME

THEME/MESSAGING

We need a Facebook page…
We want an online community…
The CEO wants a blog…
We want this product launch to be huge…
We need to get on that Tweeeter thing…
Let’s just run a test…
HOW ONLINE CONTENT GETS CREATED

Does the proposed content:
Meet a business need? How?
Fit the channel?
Fit within the overall purpose of this site?
Which message does it help me accomplish?
PURPOSE CHECK

Is the proposed content:
Maintainable with our current staff?
A priority in the budget?
Useful for our users?
REALITY CHECK

THERE IS NO SHAME IN SMALL
“
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

Bite off what you can chew
Identify a few key priorities
Master those first
Make everything you do valuable
QUALITY. NOT QUANTITY.

WHAT YOU CAN DO
Know what you have

What you have
What medium it’s in
How it links together
Target audience(s)
Current vs. planned
Frequency (where relevant)
TAKE INVENTORY
10.06.2009 | 71

CORPORATE CONTENT MAP
10.06.2009 | 72

List of pages
ID/Hierarchy
URL
Notes
Details per interest
Site Inventory/Quantitative Site Audit
SITE AUDIT
10.06.2009 | 73

WHAT YOU CAN DO
Know what you have
Prepare for impact

10.06.2009 | 75

User needs/wants
Competitors
Government regulations
Environmental issues
Economic climate
EXTERNAL FACTORS
10.06.2009 | 76

Existing communications ecosystem/branding
Technology/infrastructure
Analytics/Metrics
Resources
Political considerations
Contracts/requirements
INTERNAL FACTORS
10.06.2009 | 77

Document and discuss impacts
Document and discuss project goals, success factors, and risks
Communicate to the team, get alignment
ALIGNMENT
10.06.2009 | 78

WHAT YOU CAN DO
Use the right writing

The
Inverted
Pyramid
IT’S NOT THIS EASY ANYMORE…

Channel
White paper: Pyramid
Twitter: One brick
Type
Inform/Persuade: Pyramid
Instruct/Error: In order of action
Entertain: Break the rules
BEFORE YOU WRITE, IDENTIFY:

Structure
Main body content
Sidebar
Popup window
Flash movie
BEFORE YOU WRITE, IDENTIFY:
User’s Role
Read only
Respond
Reuse?

WHAT YOU CAN DO
Triple your content timeline

IMPACT OF 11th-HOUR CONTENT
Rework
Delayed timelines
Budget drains
Bad content
Bad usability
Frustrated stakeholders
Stressed employees
Unhappy users
Unsuccessful project

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

5 hours

WHAT YOU CAN DO
Don’t forget about maintenance

I need constant attention!

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

I’ve been ignored since 1999!

Editorial calendar
Rolling audit
Governance committee meetings
Style guide
Measurement plan
MAINTENANCE TOOLS

WHAT YOU CAN DO
Be aware, be prepared

10.06.2009 | 98

Plan for content emergencies
Decide what constitutes an emergency
Design expedited workflow/approval plans
Know your experts
Monitor surroundings and social media
Act fast
GOVERNANCE: CONTIGENCY PLAN
10.06.2009 | 99

10.06.2009 | 100

WHAT YOU CAN DO
Measure, measure, measure

YES, AND…

Content should increase sales…
Content should improve satisfaction…
Content should create awareness…
Content should connect us to our users…
Content does none of these things… alone.
TYPICAL SUCCESS METRICS

Identify what you will measure
Isolate content
Put numbers to it
Identify how you will measure
Measure first
Keep measuring… it’s ongoing
MEASURE FIRST… AND ALWAYS
10.06.2009 | 104

SUMMARY

WHAT YOU CAN DO
Know what you have
Prepare for impact

WHAT YOU CAN DO
Measure, measure, measure

Questions?
melissa.rach@braintraffic.com
@melissarach
THANKS!
10.06.2009 | 108

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Content Strategy for Marketers

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