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Content Strategy for Marketers
 

Content Strategy for Marketers

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Presentation by Melissa Rach, formerly Brain Traffic, now Dialog Studios. Marketing teams are often tasked with managing an ever-increasing amount of content -- especially online. Content strategy can ...

Presentation by Melissa Rach, formerly Brain Traffic, now Dialog Studios. Marketing teams are often tasked with managing an ever-increasing amount of content -- especially online. Content strategy can help. This presentation discusses what content strategy is, why it is suddenly so necessary, and a few simple tips for managing online content.

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  • Measured on:WHAT DID THEY SAY? LEADS TO POINT OF PURCHASE?SOMETHING ELSEBut expected to accommodate: Lots of different audiencesLots of tasks (sell, upsell, educate, troubleshoot, build community )Lots of diverse productsLots of stakeholders submitting content

Content Strategy for Marketers Content Strategy for Marketers Presentation Transcript

  • 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?
  • SEXY
  • VOCABULARY
    (ACCORDING TO… ME)
    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
    (ACCORDING TO… ME)
    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
    WHAT IS CONTENT STRATEGY?
    User benefits
    Business benefits
  • Four key components:
    Messaging
    Structure
    Workflow
    Governance
    WHAT IS CONTENT STRATEGY?
    Content
    People
  • HISTORY
    (WHY CONTENT MAKES YOU CRAZY)
    The rules have changed
  • 1955
  • 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…
    Awareness > Knowledge > Desire > Action!!!!
    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:
    Awareness > Knowledge > Desire > Action!!!!
    COMMUNICATION THEORY: TODAY
  • What does work:
    Offer good stuff
    Be consistent across channels
    Be trustworthy and accurate
    Be proactive
    Participate
    COMMUNICATION THEORY: TODAY
  • HISTORY
    (WHY CONTENT MAKES YOU CRAZY)
    The rules have changed
    Everything is connected
  • HISTORY
    (WHY CONTENT MAKES YOU CRAZY)
    The rules have changed
    Everything is connected
    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
    (WHY CONTENT MAKES YOU CRAZY)
    The rules have changed
    Everything is connected
    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
    DESIGNATE A CONTENT ADVOCATE
  • DESIGNATE A CONTENT ADVOCATE
  • 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
    Take content oversight seriously
    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:
    10.06.2009 | 52
  • 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
    Take content oversight seriously
    Embrace your inner geek
    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
    Take content oversight seriously
    Embrace your inner geek
    Start small, stay focused
    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
    Take content oversight seriously
    Embrace your inner geek
    Start small, stay focused
    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
    Use the right writing
    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
    Use the right writing
    Triple your content timeline
    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
    Use the right writing
    Triple your content timeline
    Don’t forget about maintenance
    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
    Use the right writing
    Triple your content timeline
    Don’t forget about maintenance
    Be aware, be prepared
    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
    Take content oversight seriously
    Embrace your inner geek
    Start small, stay focused
    Know what you have
    Prepare for impact
  • WHAT YOU CAN DO
    Use the right writing
    Triple your content timeline
    Don’t forget about maintenance
    Measure, measure, measure
    Be aware, be prepared
  • Questions?
    melissa.rach@braintraffic.com
    @melissarach
    THANKS!
    10.06.2009 | 108