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Content Strategy: You're Soaking in it
 

Content Strategy: You're Soaking in it

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Presentation by Russ Unger & Tim Frick at WebVisions Chicago - September 27, 2012.

Presentation by Russ Unger & Tim Frick at WebVisions Chicago - September 27, 2012.

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    Content Strategy: You're Soaking in it Content Strategy: You're Soaking in it Presentation Transcript

    • Content Strategy You’re Soaking in ItTim Frick | @timfrick Russ Unger | @russu Mightybytes GE Capital
    • Tim RussMarketing vs. User Experience
    • Content Strategy & UX Where do we begin?
    • Content Strategy & UX Where do we begin?
    • Content Strategy & UX Where do we begin?
    • “Don’t I already do Content Strategy? - UX Professionals, Everywhere“I do Content Strategy every day. - Content Marketers, Everywhere
    • UX What isUser Experience?
    • UXImage Source: adaptivepath.com What is User Experience? Image Source: zeldman.com Image Source: Flickr.com ¦ LocalCelebrity Image Source: .net Magazine
    • M
    • ?
    • Lorem ipsum dolor sit amet, consecteturadipiscing elit. Aliquam nulla lectus, posuerein tempor sed, venenatis ut libero. Integer Whatamet sagittis quis,neque mi, gravida sit isconsectetur et ligula. Strategy? dolor sit Content Lorem ipsumamet, consectetur adipiscing elit. Morbiscelerisque dolor vel odio lacinia accumsan.Morbi lacinia aliquam dolor, quis tempor estsollicitudin vel. Morbi pharetra risus nec dolorporttitor placerat. Donec sodales vestibulumarcu, sed porttitor tortor consequat id. Nullaultrices viverra augue at gravida.Ut neque erat,condimentum eget accumsan non, rutrum etsapien. Pellentesque sed leo ut mauris
    • ? “ Content strategy guides your plans for the creation, delivery, and governance of content.”Image Sourc e: .net Magaz ine - Kristina Halvorson useful, usable
    • Content Strategy is:• Creation - Creating, identify the content• Delivery - Making the contents live• Governance - Ma...
    • ? WTF isGovernance
    • Governance is:• Defining style, tone, voice, clarity• Creating the content• Managing the workflow• Planning when the content types happen Say It With Me: Spreadsheets!
    • Content Strategy is not: • Copywriting • Information Architecture...but Content Strategists may do those
    • ? Do We NeedContent Strategy
    • We NeedContent Strategy
    • cha hood ie srira vetica anksy hel rook lyn, b hey s old out ger bag e chill wave b land before t ssen nim me ack. offe port de origin c er wayfarers che raw DIY fanny pSingle- r butch usta torial m rson salvia itantypew rite boa rd sar nde tatto oed, se ter neste r. Skate forage wes a Fixie hoodie Mas t level. msburg sce ub bit. nex gastrop l PBR lo-fi 8- eard of them illia a rtisan, appare nt h stainable w itch post- Amer ican bab ly have nch, squid su eys shored kale rk you pro t ethnic bru mcs ween p yr mlkshk nt pitchfo egan 8-bi f them r pop-u obably have v ard o bee cl eanse hav ent he r lomo. Craft klyn you pr you p robably rts sceneste t PBR broo sho uffau iron ic jean post-ironic tr rfa ch ips. Ma m. f the heard o
    • cha hood ie srira vetica anksy hel rook lyn, b hey s old out ger bag e chill wave b land before t ssen nim me ack. offe port de origin c er wayfarers che raw DIY fanny pSingle- r butch usta torial m rson salvia itantypew rite boa rd sar nde tatto oed, se ter neste r. Skate forage wes a Fixie hoodie Mas t level. msburg sce ub bit. nex gastrop l PBR lo-fi 8- eard of them illia a rtisan, appare nt h stainable w itch post- Amer ican bab ly have nch, squid su eys shored kale rk you pro t ethnic bru mcs ween p yr mlkshk nt pitchfo egan 8-bi f them r pop-u obably have v ard o bee cl eanse hav ent he r lomo. Craft klyn you pr you p robably rts sceneste t PBR broo sho uffau iron ic jean post-ironic tr rfa ch ips. Ma m. f the heard o
    • cha hood ie srira vetica anksy hel rook lyn, b hey s old out ger bag e chill wave b land before t ssen nim me ack. offe port de origin c er wayfarers che raw DIY fanny pSingle- r butch usta torial m rson salvia itantypew rite boa rd sar nde tatto oed, se ter neste r. Skate forage wes a Fixie hoodie Mas t level. msburg sce ub bit. nex gastrop l PBR lo-fi 8- eard of them illia a rtisan, appare nt h stainable w itch post- Amer ican bab ly have nch, squid su eys shored kale rk you pro t ethnic bru mcs ween p yr mlkshk nt pitchfo egan 8-bi f them r pop-u obably have v ard o bee cl eanse hav ent he r lomo. Craft klyn you pr you p robably rts sceneste t PBR broo sho uffau iron ic jean post-ironic tr rfa ch ips. Ma m. f the heard o
    • UXKeywords Analytics
    • A Typical Content Strategy ScenarioMarketing Marketing UX & Web Teams
    • Who?
    • When?
    • What?(Mostly Rhymes with “ShmeadSheets”)
    • Message Architecture Sort & Filter! Image Source: Content Strategy at Work by Margot Bloomstein
    • Quantitative Audit
    • Qualitative Audit Image Source: Laura Creekmore / A Project Guide to UX Design 2nd Ed.
    • Content Matrix
    • Content Templates Image Source: http://www.contentmarketinginstitute.com/2011/07/template-for-killer-website-content/
    • Content Templates Image Source: http://www.contentmarketinginstitute.com/2011/07/template-for-killer-website-content/
    • Editorial Calendar
    • Site Maps & WireframesWTF?
    • “ Site Maps & Wireframes While today content is often conveyed in multiple channels,WTF? seeing the framework concretely through a wireframe or sitemapLaura CreekmCreek Conten t ore enhances the clarity of the communication while you still have time to fix the problems you see in the design.
    • “Don’t I already do Content Strategy? - UX Professionals, Everywhere“I do Content Strategy every day. - Content Marketers, Everywhere
    • The Sad TruthMarketing Marketing UX / Web Team
    • Content Marketing Lifecycle
    • Content Strategy in Process
    • Content Strategy in Process
    • Wouldn’t It Be Nice... UX & Content Strategy
    • Defining CS Success
    • Climate Ride Strategy Maintain content quality and accuracy Keep target users engaged where they are $ Increase donations
    • Extreme Content Strategy
    • User Research
    • Keyword Research
    • User Personas Mightyby tes ClimateRid e | Person as USER TYP E USER Prospectiv e Rider QUOTE DESCRIP TION “I ride my bike to wor MOTIVAT want to rid k and PR is a 32 ION e it for a ca year old w KEY ATTR care abou use I educated ell IBUTES t. Finally, , sharp an Looking to a charity ev I can do d savvy give back ent for an profession way and m in big organizatio al male w eet like m Wants to n I am trul loves trav ho inded participat y el and seek individual something e in passionate adventure. s s and bene that has a about.” He is intere good caus fit a hip Returning sted e. young vibe Rider in the envi but also ronment an benefits a very activ d good caus e. Wants to e. “I particip do somet ated in th has impact hing that Climate R e . ide and it Business amazing ad was an owner who venture fil the great loves N with inspira led outdoors. urturing pa tion and st relations made in la hips Rel connectio st year’s C iving the em n.” Ride; dedi limate otional anDonor cation to inspirationa d the enviro helping l moments nment. past years of and helpin motivate ne g to “My co-w w particip orkers are ants. riding in 20 all 10 and I’d Married w show my like to a ith kids bu support.” responsibi t feels To lity to give support th back. e cause an riders’ jour d Give first neys. time users and easy a fast way to do while crea nate ting a bran awarenes d s and mot to return. ivation
    • Wireframes
    • Content Management Tools
    • Social Content Strategy
    • #climateride
    • #
    • • Lists for each day.• Custom locations.• 84 tips (find bathrooms, water stops, etc.)• Lost riders can search to get directions.
    • ACH REPORT /OUTRE DC 2012 al RIDE NY C- e other soci CLIMATE than all th Climate Ride site fic to the more traf ok sends• Facebo combined. networks nt. rs are a bit differe so numbe ts above, r than the bulle rated late e was gene This imag NOTE: 10
    • CH REPORT 2/OUTREA ID E N YC-DC 201 CLIMATE R : past month s from the some site metricHere are hould be e . Our goal s uring the rid e as well. cre ase sig nificantly d nd after the rid ee, visits in ns before a NOTE: A s you can s sit e interactio ement and user engag to increase e, Sprout ch as Hootsuit via tools su SOCIAL METRICS and mentions ed metrics h, and so o n. possib le, we track t s, TweetReac Where TweetChar al, Go ogle Alerts,
    • R-E-S-U-L-T-S
    • Content Strategy Results• Over $1M raised to date for beneficiaries• 70+% conversion rate on donations• Increased sign-up for upcoming rides• Rider numbers have doubled in past year
    • Content Strategy Results• Significant expansion of online reach• 50% increase in amount raised per ride over the last year• Riders raise average of $85 more than last year
    • Content Strategy Results• Riders reach almost 2000 more donors per ride (up 43% from last year)• Ridership up 46% from last year• 18 riders already registered for 2013!• Earliest ride registration on record
    • When You Apply Content Strategy Throughout aProject, You Get Results.And Yes, You’ve Probably Been Doing It. Or Avoiding It. So, Soak In It.
    • When You Apply Content Strategy Throughout aProject, You Get Results.And Yes, You’ve Probably Been Doing It. Or Avoiding It. Nishan t’s Dog TSo, is his Soak In It.
    • Additional Resources• Content Strategy for the Web by Kristina Halvorson & Melissa Rach• The Elements of Content Strategy by Erin Kissane (A Book Apart, 2011)• Content Strategy at Work: Real-world Stories to Strengthen Every Interactive Project by Margot Bloomstein (Morgan Kaufmann, 2012)• Return on Engagement: Content, Strategy and Design Techniques for Digital Marketing by Tim Frick (Focal Press, 2010)• Clout: The Art and Science of Influential Web Content by Colleen Jones (New Riders, 2010)• Letting Go of the Words by Janice (Ginny) Redish (Morgan Kaufmann, 2012)
    • Thank You!Tim Frick | @timfrick Russ Unger | @russu Mightybytes GE Capitaltim@mightybytes.com russ@userglue.com