Drupal show & tell talk


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A short presentation about the value of Content Strategy: why it needs to be considered from the start of any site build or campaign, and not chucked in as an afterthough. Explores topline themes from planning to execution. Supported a talk I gave at Drupal Show and Tell, London.

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Drupal show & tell talk

  1. 1. Content Strategy: Why the big deal? Lizzie Hodgson // Digital & Content Strategist @lizziehodgson01 lizzieh@deeson.co.uk Tuesday, 29 October 13
  2. 2. So. What is content strategy? Anyone? Anyone? Bueller? Tuesday, 29 October 13
  3. 3. Well. Just in case.... Content strategy refers to the planning, development, and management of *content—written or in other media... *Oh. And you give it away. For free. Tuesday, 29 October 13
  4. 4. and that means you need to know WHAT. WHY. HOW. WHEN. FOR WHOM & WITH WHAT. Tuesday, 29 October 13
  5. 5. “Right. So I can’t just whack a blog out and hope for the best?” Tuesday, 29 October 13
  6. 6. Nope. This takes effort. And it should be planned. Content is not an afterthought And fundamentally, it needs to align to your business needs. Tuesday, 29 October 13
  7. 7. That means if you’re about to build a site, create a campaign, start something... ...you have to get the content strategy right from the start. Tuesday, 29 October 13
  8. 8. In other words, a content strategy must be part of your discovery stage Tuesday, 29 October 13
  9. 9. A content strategy Defines how you use content to meet your needs. And business goals Tuesday, 29 October 13
  10. 10. A content strategy Provides a plan - from inspiration to deletion Tuesday, 29 October 13
  11. 11. A content strategy Establishes benchmarks Tuesday, 29 October 13
  12. 12. A content strategy Fits into your wider comms & marketing aims... ...Which fit into your overall business strategy Tuesday, 29 October 13
  13. 13. It means making *Opportunities to create meaningful, valuable content. *Meet-ups. Conferences. Seminars. Guest bloggers. Tuesday, 29 October 13
  14. 14. It also means... Making your *content do more. * Static site copy. Blogs. Tweets. White papers. Webinars. Videos. Images. Audio. Tuesday, 29 October 13
  15. 15. Why? Because content is storytelling And stories are compelling And compelling stories highlight your expertise And expertise is valuable And value creates engagement And engagement attracts an audience And audiences build your business Tuesday, 29 October 13
  16. 16. Repeat. How? Identify your niche What are you expert at? Identify your goals What are your business needs? Identify your audience Who is this content targeted at? Identify the content you will produce Blogs? Audio? Static site content? FAQs? Social? Create a spreadsheet Date v ‘events/need’ v content v where v who’s doing it Establish / review benchmarks Then do it. No excuses. Tuesday, 29 October 13
  17. 17. So. Content Strategy: Compelling. Valuable. Your business Tuesday, 29 October 13
  18. 18. Thank you Lizzie Hodgson // Digital & Content Strategist @lizziehodgson01 lizzieh@deeson.co.uk Tuesday, 29 October 13