Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Canada’s only marketing and communications conference developed exclusively for the non-profit and public sectors.
May 30-...
Lessons learned in
Content Strategy:
A Tourism Saskatchewan
Case Study
Elizabeth
Braitenbach
• Manager of Communications with Tourism Saskatchewan
• Eight years directing the evolution of consu...
Kathy Wagner
@Kathy_CS_Inc
@Team_CS_Inc
• Founder of Content
Strategy Inc.
• Background in technical
communication and
cus...
Content strategy is…
Planning for the creation,
delivery, and governance of
useful, usable content.
~ Kristina Halvorson
Content
strategy
is…
• A $2.15 billion year industry, and
growing
• Consumers need and want content
• 80 full-time employees
• 38 Marketing/Com...
Our
challenge
• An outdated organizational structure
• Overemphasis on print
• Siloed teams
• Fragmented, inconsistent content
Our chall...
Why content strategy?
• To inspire more people to travel to and
within Saskatchewan.
• To create better experiences.
• To ...
Bid process
• Took 16 weeks from concept to awarding the contract
• Revelation: There are few content strategy experts in
...
Discovery Strategy
Design
Phase 1
Solutions
Dec & Jan February March
Focus on content for consumer audiences
CSI’s engagem...
The secret sauce
Cross-team
collaboration
Cross-team
collaboration
• 15 stakeholder meetings
• 5 small team workshops
• 4 cross-functional workshops
• 4 mentoring activities
• 2 staff surve...
Project management wizardry
Mentoring
instead of
training
Part 1: Discovery
Part 1: Discovery
Understand
our audience
Discovery
Discovery
Market research
Focus groups
Survey
Discovery
Customer
journey
workshops
Understand
our content
Discovery
Discovery
Understand
our content
Understand
ourselves
Discovery
Discovery
Interviews
Survey
Discovery
Discovery
Key
takeaways
• Adopt an digital-first approach
• Use brand journalism to raise
awareness
• Distinguish between ...
Part 2: Strategy
Strategy
Refocus the
audience
Scott: New
adventure seeker
Val: Caretaker of
family memories
Chad: Fishing
fanatic
Strategy
Three experience-based person...
Strategy
Early drafts
Strategy
Strategy
Strategy
Tourism Saskatchewan content helps target audiences
to discover, choose, and celebrate
uniquely Saskatchewan trav...
Strategy
Strategy
Help people to discover more about what
they’re already interested in.
Rather than lure audiences into meeting
or...
Less like this:
And more like this:
Brand journalism focusing on the experience
(not the place) and distributed where your...
Strategy
Consideration content
Easy-to-find and easy-to-use content
that gives people the information they
need to make tr...
Less like this:
And more like this:
Strategy
Prefer print
No preference
Prefer online
Strategy
Digital
first 48% 40%
12%
Part 3: Solutions
Solutions
Solutions
Solutions
Solutions
Team structure
• More centralized (some distributed)
• Specialized areas of expertise:
writing, creative, marketing
• Cros...
Lessons Learned
Lessons learned
• We were more fragmented than we thought
• Essential to have staff engaged in the process
• Mentoring was...
Lessons learned
• Government organizations can stick to tight
timelines and review cycles.
• Mentoring and assigning respo...
Public sector hurdles
• The bid process was a good experience, but lengthy
with lots of paperwork!
• Very tight timeline c...
What’s next?
• Implementation team
• Determine short/medium/ long-
term goals
• Communications plan
• New organizational s...
Resources
Resources
Favourite starter books:
• Content Strategy for the Web,
by Halvorson & Rach
• Don’t Make Me Think,
by...
Questions?
Questions?
Thank You!
Thank You!
Lessons learned in_content_strategy_marcom_may 2017
Lessons learned in_content_strategy_marcom_may 2017
Upcoming SlideShare
Loading in …5
×

Lessons learned in_content_strategy_marcom_may 2017

477 views

Published on

Learn how Tourism Saskatchewan and Content Strategy Inc (CSI) partnered on a new content strategy initiative for the tourism industry. Includes what they did, why they did it, what came out of it, and lessons learned along the way. May be of particular interest to government and public-sector organizations.

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

Lessons learned in_content_strategy_marcom_may 2017

  1. 1. Canada’s only marketing and communications conference developed exclusively for the non-profit and public sectors. May 30-31, 2017  Shaw Centre Ottawa  #MARCOMconf Produced by
  2. 2. Lessons learned in Content Strategy: A Tourism Saskatchewan Case Study
  3. 3. Elizabeth Braitenbach • Manager of Communications with Tourism Saskatchewan • Eight years directing the evolution of consumer print materials and strategic communications • Degrees in English and Education from the University of Saskatchewan • 10 years market research experience • Primary project lead for Tourism Saskatchewan’s content strategy • Integral role in implementing findings and recommendations across Tourism Saskatchewan’s consumer channels
  4. 4. Kathy Wagner @Kathy_CS_Inc @Team_CS_Inc • Founder of Content Strategy Inc. • Background in technical communication and customer experience research. • 15+ years leading content projects • Shared project lead for Tourism Saskatchewan’s content strategy project
  5. 5. Content strategy is… Planning for the creation, delivery, and governance of useful, usable content. ~ Kristina Halvorson
  6. 6. Content strategy is…
  7. 7. • A $2.15 billion year industry, and growing • Consumers need and want content • 80 full-time employees • 38 Marketing/Communications staff Tourism Saskatchewan
  8. 8. Our challenge
  9. 9. • An outdated organizational structure • Overemphasis on print • Siloed teams • Fragmented, inconsistent content Our challenge
  10. 10. Why content strategy? • To inspire more people to travel to and within Saskatchewan. • To create better experiences. • To adapt to an increasingly digital world. • To be more efficient and effective.
  11. 11. Bid process • Took 16 weeks from concept to awarding the contract • Revelation: There are few content strategy experts in Canada • Most firms focus on websites only, or content marketing • Content Strategy Inc. (CSI) stood out as the only firm who truly understood what we were looking for and had the capabilities to do it.
  12. 12. Discovery Strategy Design Phase 1 Solutions Dec & Jan February March Focus on content for consumer audiences CSI’s engagement
  13. 13. The secret sauce
  14. 14. Cross-team collaboration Cross-team collaboration
  15. 15. • 15 stakeholder meetings • 5 small team workshops • 4 cross-functional workshops • 4 mentoring activities • 2 staff surveys Staff engagement
  16. 16. Project management wizardry
  17. 17. Mentoring instead of training
  18. 18. Part 1: Discovery Part 1: Discovery
  19. 19. Understand our audience Discovery
  20. 20. Discovery Market research Focus groups Survey
  21. 21. Discovery Customer journey workshops
  22. 22. Understand our content Discovery
  23. 23. Discovery Understand our content
  24. 24. Understand ourselves Discovery
  25. 25. Discovery Interviews Survey
  26. 26. Discovery
  27. 27. Discovery Key takeaways • Adopt an digital-first approach • Use brand journalism to raise awareness • Distinguish between consideration & awareness content • Restructure teams
  28. 28. Part 2: Strategy
  29. 29. Strategy Refocus the audience
  30. 30. Scott: New adventure seeker Val: Caretaker of family memories Chad: Fishing fanatic Strategy Three experience-based personas
  31. 31. Strategy Early drafts
  32. 32. Strategy
  33. 33. Strategy
  34. 34. Strategy Tourism Saskatchewan content helps target audiences to discover, choose, and celebrate uniquely Saskatchewan travel experiences. Content strategy statement
  35. 35. Strategy
  36. 36. Strategy Help people to discover more about what they’re already interested in. Rather than lure audiences into meeting organizational-focused goals. Brand journalism = Discovery content
  37. 37. Less like this: And more like this: Brand journalism focusing on the experience (not the place) and distributed where your audience already is, in the format they prefer. Strategy
  38. 38. Strategy Consideration content Easy-to-find and easy-to-use content that gives people the information they need to make travel decisions and plans they feel good about.
  39. 39. Less like this: And more like this: Strategy
  40. 40. Prefer print No preference Prefer online Strategy Digital first 48% 40% 12%
  41. 41. Part 3: Solutions
  42. 42. Solutions
  43. 43. Solutions
  44. 44. Solutions
  45. 45. Solutions
  46. 46. Team structure • More centralized (some distributed) • Specialized areas of expertise: writing, creative, marketing • Cross-functional working teams Solutions
  47. 47. Lessons Learned
  48. 48. Lessons learned • We were more fragmented than we thought • Essential to have staff engaged in the process • Mentoring was important for skill building and advocacy • We knew so much about our audiences, but we needed help shaping the knowledge into something useful • Content strategy is a process and mindset, not a project
  49. 49. Lessons learned • Government organizations can stick to tight timelines and review cycles. • Mentoring and assigning responsibilities to in-house teams was super valuable. • Everything works a whole lot better when there are no “nay-sayers”.
  50. 50. Public sector hurdles • The bid process was a good experience, but lengthy with lots of paperwork! • Very tight timeline constraints due to needing to wrap up by fiscal year-end of March 31. • Need to balance some recommendations with government sensitivities. Eg: putting print Saskatchewan guides on hiatus. • Union environment makes staffing changes complex.
  51. 51. What’s next? • Implementation team • Determine short/medium/ long- term goals • Communications plan • New organizational structure
  52. 52. Resources Resources Favourite starter books: • Content Strategy for the Web, by Halvorson & Rach • Don’t Make Me Think, by Steve Krug • Letting Go of the Words, by Ginny Reddish Favourite online resources: • Gathercontent.com/resources • NNgroup.com/articles • ContentMarketingInstitute.com • ContentStrategyInc.com/articles CSI newsletter: • ContentStrategyInc.com/articles
  53. 53. Questions? Questions?
  54. 54. Thank You! Thank You!

×