September 2012 Wine and Web: Content Strategy
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September 2012 Wine and Web: Content Strategy

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  • Brilliance here is NOT about what we CREATE or DIRECT. Less about controlling a vision.(Don’t Start With the End in Mind)
  • Brilliance here is NOT about what we CREATE. It’s about how well we FACILITATE and CAPTURE stories from others. Customer Stories eventually become your story.Devoid of writing/editing and creativity? No. Just the very LAST part of the process.
  • According to your peers, yes. Case Studies are the accepted “Gold Standard” of customer stories32% increase over prior yearDoesn’t mean 70% are actually *publishing* case studies.Yes. Because prospects are human beings. Real people. They trust WOM more than marketing. Goes for B2C and B2B.http://blog.zuberance.com/social-marketing/debunking-top-five-myths-of-b2b-word-of-mouth-marketing/
  • Not the helpless damsel in distress.Story of customer who begged us not to make her/her department look like an idiot.Affects: Questions you askHow you introduce themAngle of the content
  • Leads? YES!
  • Difference b/w Flobot and FloResults are important.Relatability too.People often want to sound “smarter” or more “important.” NOT relatable. Break though that with relatable bite. Push for “real” speech from the customer.Don’t stop with “results” speakRound out stats, ROI and percentages with…sound bites, drama, emotion and humor.
  • Difference b/w Flobot and FloResults are important.Relatability too.People often want to sound “smarter” or more “important.” NOT relatable. Break though that with relatable bite. Push for “real” speech from the customer.Don’t stop with “results” speakRound out stats, ROI and percentages with…sound bites, drama, emotion and humor.
  • Prepare for one — hope for both.Don’t be a control freak. Welcome the detours.
  • Notice these aren’t questions at all?Can’t be a “yes/no” answerInvites them to talk. Forces you to “shut up” Let silence happen.
  • DO not be an content hoarder! YOU’RE responsible for sharing the love It’s your job to evangelize that content internally!Do it while it’s fresh. Do not launch and leave.Even in master story, you likely will never use entire interview.Enterprise uses internal systems — small to medium — consider file/workspace collaboration like CD, Box.net… there are a gazillion. Even if you are a content team of one – log it all. Your brain, sanity and content will thank you  WE COLLABORATE BY TAGGING Be sure you can tag so that all is searchable.
  • We’re just gonna have some coffee, sit back, and talk about how you kick ass.If you’re comfortable, THEY’RE comfortable.
  • You’re a “reporter” not a secretary!Keeps you focused on interview, listening, relevancy and shifting questions.You won’t have to ask them to repeat themselves. Reminds them that this isn’t just a conversation. They’ll never say it the same way twice. Use two forms when possibleUnless you have photographic ears, just record it!Careful with videoCamera = third person in the room.
  • Transcribe – good to revisit actual recording at times for voice, tone, inflectionNote content *ideas* along the way… You get to add the gorgeous glue that holds it all together! Transitions, drama — as the front-row witness to the story your customer just told you. The story won’t write itself, but you’ll have a goldmine to work with.
  • DO not be an content hoarder! YOU’RE responsible for sharing the love It’s your job to evangelize that content internally!Do it while it’s fresh. Do not launch and leave.Even in master story, you likely will never use entire interview.Enterprise uses internal systems — small to medium — consider file/workspace collaboration like CD, Box.net… there are a gazillion. Even if you are a content team of one – log it all. Your brain, sanity and content will thank you  WE COLLABORATE BY TAGGING Be sure you can tag so that all is searchable.

September 2012 Wine and Web: Content Strategy September 2012 Wine and Web: Content Strategy Presentation Transcript

  • Wine & WebContent Strategy 101Andy Crestodina@crestodina #wineweb
  • Content Strategy
  • Content Strategists… “Achieve business goals bymaximizing the impact of content.” Source: Contentini
  • Whoare you writing for?
  • Who is Visiting Your Site? 1. Use Analytics Data • Pages/visit • Time on site 2. Keyword Expander
  • Visitor Personas
  • Triggers
  • Whatdo they want to read?
  • Obvious, right?
  • Sources of Topics 1. Keywords 2. Q&A Sites 3. Listening
  • Topics: Google Suggest
  • Topics: Google Keyword Tool
  • Topics: Analytics
  • Topics: LinkedIn Answers
  • Topics: Quora.com
  • Topics: Listening 1. Sales Team 2. Customer Service Team 3. Client Stories
  • Source: Ann Handley
  • Source: Ann Handley
  • Howshould you sound?
  • Choose your words “Don’t think OF the market ….think AS the market” Source: Social Triggers
  • Source
  • Choose your wordsLatinate Words Anglo-Saxon Words- More formal - Less formal- Longer (polysyllabic) - Short (often monosyllabic)- Fancy, proper - Forceful, directExamples Examplesacquire, transmit, get, send, build, stop, put,construct, resist, deposit, mock, setimitate, determined
  • Choose your wordsLatinateWould you do me the honor of introducingme to this female acquaintance of yours?Anglo-SaxonHey, that girl you were talking to is hot!Take me to her, will you?
  • Choose your words Write like an 8th grader! …but don’t dumb it down
  • Wheredoes this content come from?
  • Customer Stories“Brilliance” Is Less About How Well You… Create Imagine Dream Direct Customer Stories Can’t Come From a Controlled Vision
  • Customer Stories“Brilliance” Is More About How Well You… Facilitate Capture Glean Listen Customer Stories Become YourStory.
  • Do Customer Stories Engage?70% of Content Marketers say:Case Studies are “Effective” or “VeryEffective.” —B2B Content Mktg: 2012 Benchmarks, Budgets &Trends 8 out of 10 consumers say that opinions and recommendations from people they dont know indicate brand quality andBusiness decision makers say: influence what they buy.Friends & colleagues are the #1influencer of B2B purchase decisions. — Bazaarvoice Survey
  • Positioning Your Customer1. Make the customer the HERO. – They saved the day. – They came up with the You may have created the solution, but your customer owns the solution. experience. – They reaped the rewards.
  • Positioning Your Customer1. Make the customer the HERO.Mentions of “Whirlpool” (customer) = 24Mentions of “MediaLab” = 1 Check the ratio of Company to Customer mentions
  • Positioning Your Customer2. Make the customer RELATABLE. VS. Who would you rather meet?
  • Positioning Your Customer2. Make the customer RELATABLE. “We saw a 76% lift in “Our team was floored. sales within the first 26 75% lift in sales? We days.” hadn’t seen that kind of spike in five years.”
  • Prepare to ListenThe Assumed Story The Surprise Story
  • Prepare to ListenPREP with WIDE-OPEN "questions.” – B2B: • Tell me a little about your role at Acme. (B2B) • Describe the biggest challenge you face in your role. • Explain how your team is organized. (B2B) • Describe why you decided to start researching “X.” – B2C: • Tell me about your family/car/dog/skin • Explain your desire for a better “X.” (B2C) • Describe how/why you decided to start shopping for “X.”
  • Maximize Your ROI (Return on Interview)Contribute Distribute• Build a database of • Create a tagging strategy content • Collaborate – White paper snippets – Case studies – Stats – Blog ideas – Anecdotes – Quotes – Future content
  • Get Comfy• Set the stage. – Introduce yourself – You’re here to hear their story. – Tangents are welcome. – Use questions as a reference… not a form. Facilitate. Don’t interrogate.
  • Record It!• Let’s you be a reporter, not a secretary• Keeps it relaxed, conversational• Let’s you bite off more than you can chew (you can chew it later!) Sound Note
  • Maximize Your ROI (Return on Interview)Contribute Distribute• Build a database of • Create a tagging strategy content • Collaborate – White paper snippets – Case studies – Stats – Blog ideas – Anecdotes – Quotes – Future content
  • Wine & WebThank you!Andy Crestodina@orbiteers #wineweb