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BOLO2010 Halvorson
- 1. CONTENT STRATEGY CARING FOR YOUR BIGGEST BRAND ASSET Kristina Halvorson | BOLO 2010 | 10.18.10
- 4. @halvorson
- 6. “A brand is a promise. By identifying and authenticating a product or service it delivers a pledge of satisfaction and quality. — Walter Landor
- 8. “Brands are now used more than they are preferred. Functional benefits and relevance now outweigh the intangible and emotional allure of a brand. — The Brand Bubble by John Gerzema and Ed Lebar
- 10. ONLINE, WE DON’T JUST READ ABOUT YOUR BRAND. WE USE IT.
- 11. “The single most important thing most Web sites can offer to their users is content that those users will find valuable. — The Elements of User Experience Jesse James Garrett
- 13. Server Admin Technical Assistant Programmer Developer Visual Designer Produc9on Assistant Interac9on Designer Informa9on Architect Usability Specialist SEO Specialist Web Editor Web Writer Content Strategist Business Analyst Producer Project Manager Web Analyst Account Manager New Business Developer SKILLSET.ORG
- 21. Server Admin Technical Assistant Programmer Developer Designer Produc9on Assistant User Experience Architect Informa9on Architect Web Writer Business Analyst Producer Project Manager Web Analyst Account Manager New Business Developer SKILLSET.ORG
- 24. • Audit • Analyze • Strategize • Categorize • Structure • Create • Review • Approve • Publish • Update • Archive THIS IS CONTENT.
- 26. CONTENT STRATEGY … plans for the creation, delivery, and governance of content people care about.
- 27. • TEXT & DATA • GRAPHICS • VIDEO & ANIMATION • AUDIO
- 30. BUT … What Why How For whom By whom With what When Where How often What next
- 34. NAV BAR ROTATING PROMO AREA sign in PRODUCT HIGHLIGHTS PRODUCT 1 PRODUCT 2 PRODUCT 3 PRODUCT 4 EDUCATIONAL CONTENT CREDIT CARD
- 36. “REI employees are called upon to evaluate gear in an outdoor setting, allowing staff members to offer feedback on gear performance and remain experts in the gear they sell.”
- 38. At Room & Board, we partner with small, family-owned businesses that use a combination of time-honored techniques and innovative technology to build furniture that stands the test of time. This approach gives you the best of both worlds —handcrafted quality with precision and attention to detail. We're committed to helping these artisans preserve the American tradition of handcraftsmanship.
- 43. HOW CAN YOU START?
- 45. “View yourself more as a publisher delivering valuable editorial products than as a marketer selling products and services. — Joe Pulizzi Get Content, Get Customers
- 46. #1: AUDIT
- 48. #2: ASK
- 49. ASK … Why What How For whom By whom With what When Where How often What next
- 50. #3: ANALYZE
- 51. THIS IS CONTENT.
- 53. #4: ALIGN
- 54. THE PLAN Deliver 1. Push 2. Pull 3. Exchange 1. Source 2. Execute 3. Approve Govern Create 1. Guide 2. Measure 3. Maintain
- 56. WHAT DO YOU GET?
- 57. BIG RESULTS Better user experience Greater brand consistency New operational efficiencies Better risk management through better controls Improved SEO and analytics More effective personalization and targeting
- 59. THE WORLD OF MARKETING
- 60. THIS IS ALL CONTENT.
- 61. TREAT YOUR CONTENT LIKE A CRITICAL BUSINESS ASSET.
- 62. e kristina@braintraffic.com w braintraffic.com contentstrategy.com b braintraffic.com/blog t @halvorson Thanks.