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MCAD 2009 - Future of Advertising: session #07 recap (March 9)
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MCAD 2009 - Future of Advertising: session #07 recap (March 9)

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Here's the edited recap of my in-class presentation for the 7th session for the (2009) "Future of Advertising" course at the Minneapolis College of Art and Design (MCAD). For March 9, we focused on …

Here's the edited recap of my in-class presentation for the 7th session for the (2009) "Future of Advertising" course at the Minneapolis College of Art and Design (MCAD). For March 9, we focused on the evolving practice and philosophy of Content Strategy. In many ways, content strategy is the future of marketing. Big thanks to Kristina Halvorson from Brain Traffic for speaking to the class and at our Conversations About The Future of Advertising event. Her presentation is available here: http://www.slideshare.net/khalvorson/content-strategy-the-care-and-feeding-of-your-biggest-brand-asset-1127908 Please note the Creative Commons license. Thanks.

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  • 1. TakashiMurakamicharactersfrom“Planet66:SummerV on.”Imageviahttp://hypebeast.com/2008/01/new-takashi-murakami-prints/ acati The Future of Advertising Class #ADV 3041-01 | Spring 2009 | Mondays 1-6pm | Rm 416 Instructor: Tim Brunelle SESSION #07: MARCH 9 CONTENT STRATEGY Creative Commons Attribution & Non-Commercial License
  • 2. Today: 1. Assignment #2 due in class BREAK 2. Content Strategy overview BREAK 3. Guest speaker: Kristina Halvorson Brain Traffic 4. Next steps
  • 3. Assignment #2 “Start a blog or microblog for your personal brand.” 10 minutes per person 1. Describe your brand. What makes you distinct? (One, brief paragraph.) 2. Analyze your “competition.” (List at least three URLs.) 3. Show us what you’ve got. (One post if new blog; two if existing. 10 posts if microblog or 20 if existing.)
  • 4. Today: 1. Assignment #2 due in class BREAK 2. Content Strategy overview
  • 5. “Email, blogs, wikis, Web, voice mail, faxes, newsletters, advertising, PR. No wonder it is so hard for organizations to speak with the consistent voice that is so critical for branding. An organizational content strategy can ensure consistency, vibrancy and value for employees, customers, suppliers and others.” —Nick Wreden Author
  • 6. “Content strategy addresses the specific purpose, form, and development of the content assets that we have at hand, or those that circumstances (and our analysis) require us to produce. The analysis of content and assessment of its value lies at the core of our labors.” —Jeffrey Macintyre Principal of Predicate, LLC
  • 7. “An effective online content strategy, artfully executed, drives action. Organizations that use online content well have a clearly defined goal—to sell products, generate leads, or get people to join a community, vote, or donate money—and they deploy a content strategy that directly contributes to reaching that goal.” —David Meerman Scott Author
  • 8. “The main goal of content strategy is to use words and data to create unambiguous content that supports meaningful, interactive experiences. We have to be experts in all aspects of communication in order to do this effectively.” —Rachel Lovinger Senior Content Strategist, Razorfish
  • 9. “Not only has content expanded to include video and audio, but the content format itself has also evolved—personal Web sites, basic brochure-ware company sites, and simple ecommerce have been joined by forums, blogs, review sites, social media, and more. Diversifying your content strategy is not only a defensive move but also an offensive one: The more content you have that may fit into the different search verticals, the more you increase your chances for ranking.” —Brian R. Brown Search Consultant & Blogger
  • 10. Image ©Cell105 (Creative Commons some rights reserved) via Flickr http://www.flickr.com/photos/cell105/3337633474/
  • 11. Video Images Text Tags Keywords Links Strategy Architecture Editorial policy Design Maintenance+Optimization Image ©Cell105 (Creative Commons some rights reserved) via Flickr http://www.flickr.com/photos/cell105/3337633474/
  • 12. Video Websites Images Search (paid) Text SEO Tags Online banner ads Keywords Blogs Links Microblogs Strategy Wikis Architecture Email Editorial policy eNewsletters Design CRM Maintenance+Optimization Image ©Cell105 (Creative Commons some rights reserved) via Flickr http://www.flickr.com/photos/cell105/3337633474/
  • 13. Content Strategy Video Websites Images Search (paid) Text SEO Tags Online banner ads Keywords Blogs Links Microblogs Strategy Wikis Architecture Email Editorial policy eNewsletters Design CRM Maintenance+Optimization Image ©Cell105 (Creative Commons some rights reserved) via Flickr http://www.flickr.com/photos/cell105/3337633474/
  • 14. Content Strategy Image ©Cell105 (Creative Commons some rights reserved) via Flickr http://www.flickr.com/photos/cell105/3337633474/
  • 15. Content Strategy Corporate benefits: Greater clarity of messaging Organizational efficiency Better brand integration Image ©Cell105 (Creative Commons some rights reserved) via Flickr http://www.flickr.com/photos/cell105/3337633474/
  • 16. Content Strategy Corporate benefits: Audience benefits: Greater clarity of messaging Clarity of message Organizational efficiency Less clutter Better brand integration Increased relevance Quicker access to information Makes brands, products and services “easier to use” Image ©Cell105 (Creative Commons some rights reserved) via Flickr http://www.flickr.com/photos/cell105/3337633474/
  • 17. “Content Strategist” How would you define this role? What does this person do?
  • 18. A definition of “Content Strategist” by Rachel Lovinger Job 1. “To make content that’s relevant to people, we choose the words and sentence structures that will best contribute to achieving our communication goals. The voice should be based on a deep understanding of the intentions of the content creators, as well as the needs of the content consumers. This approach can be captured in an editorial styleguide providing guidelines and examples that will help others craft content and messages in a similar voice.”
  • 19. A definition of “Content Strategist” by Rachel Lovinger Job 2. “To make content more useful to machines, we structure it and define standard elements so that the content can be used and reused dynamically. We write taxonomies and add metadata so that the content can be identified more easily. We create relationships between content so that it has more context and can support a variety of complex functions.”
  • 20. A definition of “Content Strategist” by Rachel Lovinger Job 3. “To make content more efficient to produce, we evaluate and recommend solutions for creating, enhancing, organizing, and using content, including content management systems, metadata tools, search engines, and faceted navigation applications. We establish business rules and workflows that will optimize the use of these tools and systems.”
  • 21. A definition of “Content Strategist” by Rachel Lovinger Job 4. “To make content comprehensive, we determine content requirements for a site, inventory existing content, identify gaps, evaluate possible sources for additional material, and manage the process of getting that content into production. Given the right background or source material, we can write labels, overviews, or even longer content if needed.”
  • 22. “Who among us is asking the scary, important questions about content, such as ‘What’s the point?’ or ‘Who cares?’ Who’s talking about the time-intensive, complicated, messy content development process? Who’s overseeing the care and feeding of content once it’s out there, clogging up the tubes and dragging down our search engines?” —Kristina Halvorson “The Discipline of Content Strategy”
  • 23. Today: 1. Assignment #2 due in class BREAK 2. Content Strategy overview BREAK 3. Guest speaker: Kristina Halvorson Brain Traffic 4. Next steps
  • 24. Guest speaker: Kristina Halvorson President, Brain Traffic http://braintraffic.com
  • 25. Monday, March 16: “Utility: Widgets, Gadgets, Bubbles and Badges, Oh my!” (Marketing as Utility) 1. Guest speaker: Adrian Ho Zeus Jones usefullunacy.typepad.com tim_brunelle@mcad.edu
  • 26. Thank you. Creative Commons Attribution & Non-Commercial License

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