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Content Strategy:
A new approach
Kathy Wagner and Melissa Breker
Content Strategy Inc.
ContentStrategyInc.com #CSIFramewor...
Is this what people look like when you
explain content strategy?What is content strategy?
Sometimes we’re
misaligned.
What is content strategy?
Stop.
What if we just show content strategy?
What’s included in content strategy?
What’s part of content strategy?
Stop.
What’s included in content strategy?
Instead, what if we just show what’s involved?
What if we just show what’s involved?
As an
industry,
we spend a
lot of time
talking to
ourselves.
We
wanted
a way to talk
to the people
who buy
content
strateg...
We asked
ourselves, “How
can we start
conversations
with the right
people?”
We needed to cut
through the clutter
and confusion that we
create in our industry.
We started with
what worked in
the past
We thought
about where we
wanted to go
And what
our
experience
taught us.
We found that we needed 2 things:
A
new
model
A
compelling
story
A new model had to:
• Show different parts of CS
• Emphasize holistic CS
• Point to the impact of CS
• Avoid our industry ...
Background and context“Front stage” & “Back stage” were the most
clear and industry agnostic
Content
strategy
Content
strategy
Content
strategy
Content
strategy
Content
strategy
Content
strategy
Content
strategy
Content
strategy
Content
strategy
Content
strategy
Content
strategy
The new model:
• Shows different parts of CS
• Emphasizes holistic CS
• Points to the impact of CS
• Avoids our industry j...
Then came the story
Why?
We need stories in order
to build messages that
are both “accurate and
human”.
~BARRIE SEPPINGS
Why?
A story sells the tickets.
• To clients
• To managers
• To executive
• To colleagues.
The story had to:
• Show relevant value
• Have a villain and a hero
• Cast us in a supporting
role
• Clarify and simplify ...
Different audiences have
different interests and values.
Customize your story.
Our story focuses on how CS brings
value to businesses through:
• Improved customer experiences
• Improved quality of serv...
Find the villain, and
cast your audience
as the hero.
Customize your
story.
Our villains started out business generic
• Not enough customers
• Not enough resources
• Increasing online requirements
•...
And then went big picture
• Car accidents
• Loss of power
• Complicated technologies
And then ended up personal
• Job and reputation risk
• Inability to make smart choices
The hero is always your audience.
Never you.
But you can be
the fairy
godmother.
Tell the truth, but:
1. Amplify the pain
2. Simplify the gain
3. Show new
connections
Use metrics and emotion
Our story for
large, public
corporation
audiences
Our story:
• Shows relevant value
• Has a villain and a hero
• Casts us in a supporting role
• Clarifies and simplifies CS...
Our story for
smaller,
growing
company
audiences
Our story:
• Shows relevant value
• Has a villain and a hero
• Casts us in a supporting role
• Clarifies and simplifies CS...
Content strategy
model
A customized,
compelling story+
What’s your story?
= a new approach
for talking about
content strategy.
How could
you use this
model?
What’s your story?
Tell us, at
info@contentstrategyinc.com
@Team_CS_Inc
Let’s stay in touch!
Kathy Wagner and Melissa Breker
ContentStrategyInc.com
@Kathy_CS_Inc
@MelissaBreker
contentstrategyin...
A New Model for Content Strategy [Confab Central 2016 Session Slides]
A New Model for Content Strategy [Confab Central 2016 Session Slides]
A New Model for Content Strategy [Confab Central 2016 Session Slides]
A New Model for Content Strategy [Confab Central 2016 Session Slides]
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A New Model for Content Strategy [Confab Central 2016 Session Slides]

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Content Strategy Inc's Kathy Wagner and Melissa Breker reveal a new visual model that captures breadth and impact of content strategy within a simple, memorable framework that is easily understood by people outside of our industry.

Published in: Leadership & Management

A New Model for Content Strategy [Confab Central 2016 Session Slides]

  1. 1. Content Strategy: A new approach Kathy Wagner and Melissa Breker Content Strategy Inc. ContentStrategyInc.com #CSIFramework #ConfabMN @Team_CS_Inc
  2. 2. Is this what people look like when you explain content strategy?What is content strategy?
  3. 3. Sometimes we’re misaligned.
  4. 4. What is content strategy?
  5. 5. Stop.
  6. 6. What if we just show content strategy?
  7. 7. What’s included in content strategy? What’s part of content strategy?
  8. 8. Stop.
  9. 9. What’s included in content strategy? Instead, what if we just show what’s involved? What if we just show what’s involved?
  10. 10. As an industry, we spend a lot of time talking to ourselves. We wanted a way to talk to the people who buy content strategy.
  11. 11. We asked ourselves, “How can we start conversations with the right people?”
  12. 12. We needed to cut through the clutter and confusion that we create in our industry.
  13. 13. We started with what worked in the past
  14. 14. We thought about where we wanted to go
  15. 15. And what our experience taught us.
  16. 16. We found that we needed 2 things: A new model A compelling story
  17. 17. A new model had to: • Show different parts of CS • Emphasize holistic CS • Point to the impact of CS • Avoid our industry jargon • Have a clear framework • Be applicable in different situations.
  18. 18. Background and context“Front stage” & “Back stage” were the most clear and industry agnostic
  19. 19. Content strategy
  20. 20. Content strategy
  21. 21. Content strategy
  22. 22. Content strategy
  23. 23. Content strategy
  24. 24. Content strategy
  25. 25. Content strategy
  26. 26. Content strategy
  27. 27. Content strategy
  28. 28. Content strategy
  29. 29. Content strategy
  30. 30. The new model: • Shows different parts of CS • Emphasizes holistic CS • Points to the impact of CS • Avoids our industry jargon • Has a clear framework • Is applicable in different situations.
  31. 31. Then came the story
  32. 32. Why?
  33. 33. We need stories in order to build messages that are both “accurate and human”. ~BARRIE SEPPINGS
  34. 34. Why? A story sells the tickets. • To clients • To managers • To executive • To colleagues.
  35. 35. The story had to: • Show relevant value • Have a villain and a hero • Cast us in a supporting role • Clarify and simplify CS • Support the new model.
  36. 36. Different audiences have different interests and values. Customize your story.
  37. 37. Our story focuses on how CS brings value to businesses through: • Improved customer experiences • Improved quality of service • Reduced operational costs • Increased quality leads • Support for business growth • Big impact on small budgets
  38. 38. Find the villain, and cast your audience as the hero. Customize your story.
  39. 39. Our villains started out business generic • Not enough customers • Not enough resources • Increasing online requirements • Noisy complex environment
  40. 40. And then went big picture • Car accidents • Loss of power • Complicated technologies
  41. 41. And then ended up personal • Job and reputation risk • Inability to make smart choices
  42. 42. The hero is always your audience. Never you.
  43. 43. But you can be the fairy godmother.
  44. 44. Tell the truth, but: 1. Amplify the pain 2. Simplify the gain 3. Show new connections
  45. 45. Use metrics and emotion
  46. 46. Our story for large, public corporation audiences
  47. 47. Our story: • Shows relevant value • Has a villain and a hero • Casts us in a supporting role • Clarifies and simplifies CS • Supports the new model.
  48. 48. Our story for smaller, growing company audiences
  49. 49. Our story: • Shows relevant value • Has a villain and a hero • Casts us in a supporting role • Clarifies and simplifies CS • Supports the new model.
  50. 50. Content strategy model A customized, compelling story+
  51. 51. What’s your story? = a new approach for talking about content strategy.
  52. 52. How could you use this model?
  53. 53. What’s your story? Tell us, at info@contentstrategyinc.com @Team_CS_Inc
  54. 54. Let’s stay in touch! Kathy Wagner and Melissa Breker ContentStrategyInc.com @Kathy_CS_Inc @MelissaBreker contentstrategyinc.com/new-approach

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