Confab Events: How To Move From The High Chair To The Boardroom Table
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Confab Events: How To Move From The High Chair To The Boardroom Table
- 1. Move from the HIGH CHAIR to the BOARDROOM table
- 4. Who cares about Content Strategy?
- 6. Do THEY CARE about content strategy?
- 7. Let’s talk GOALS
- 8. Wake me when you’re DONE. Not AGAIN. Tell me about it.
- 9. CONTENT STRATEGY HAS BEEN UNDERSOLD! <Yes, I’m yelling>
- 10. META DATA
- 11. AUDITS META DATA
- 12. AUDITS META DATA VOICE and TONE
- 13. AUDITS METADATA VOICE and TONE TAXONOMY
- 14. AUDITS META DATA VOICE and TONE TAXONOMY USER EXPERIENCE
- 15. AUDITS META DATA VOICE and TONE TAXONOMY USER EXPERIENCE YADA YADA YADA
- 18. Content Strategy is the CONNECTOR
- 19. What is Content Strategy?
- 22. Can you HEAR ME now? h+ps://www.flickr.com/photos/teegardin/5912877757
- 23. Yeah, whatever. Let’s talk goals for your content. h+ps://www.flickr.com/photos/yiie/4865201576/
- 24. If he covers user experience, wake me up.
- 25. 2010
- 26. YOU’RE FIRED!
- 27. Where to next? Image source
- 28. 2012
- 29. Aha! Aha!
- 30. Aha! 2013
- 33. OBSERVATION SEO PPC CONTENT SOCIAL MEDIA
- 36. DISCOVERY DISCOVERY STRATEGY > CONTENT
- 39. CONTENT STRATEGY IN ACTION
- 40. BBB the MAIN implement
- 41. BBB FAMILIARITY
- 42. BBB SLICES through the B.S.
- 43. Strategy is the Glue businesses Crave
- 44. HOW DO WE GET THERE?
- 45. 1. CONTENT is NEVER THE SOLUTION. <EVER!>
- 46. HOW MARKETERS VIEW THE IMPACT OF CONTENT.
- 48. 96% of B2B marketers SUCK at CONTENT MARKETING. - Forrester
- 51. ≠
- 52. “The very essence of strategy is explicit, purposeful choice. Strategy is saying explicitly, proactively: ‘We're going to do these things and not those things for these reasons.”— Roger Martin, University of Toronto
- 53. “I hate process. I’ve hated it forever. It feels constricLng and inauthenLc and like it doesn’t take into consideraLon all the weird circumstances that might arise in a given situaLon. But I’ve learned to make process my ally. Process is powerful because it frees you and your team from approaching each new scenario like it’s the first Lme. …It’s also powerful because it creates an expectaLon of what will happen.” —Rand Fishkin, Moz
- 55. Work Together To Find Answers
- 56. 2. The data WON’T save you.<No booing, please>
- 57. In DATA we trust h+ps://www.flickr.com/photos/75279887@N05/6914441342
- 58. “No matter what you give them—even when you exceed expectations—they are NEVER satisfied.”
- 59. <not> My Wife
- 60. My Wife <Nerd>
- 61. “Data is useful for helping organizations make better decisions. But using data to make decisions without taking into account the various other factors that impact a business—including the people —is dumb.” —Mrs. Smith
- 63. CONTENT SOCIALSEARCH We’re on the SAME team PAID MEDIA
- 64. Helps ensure the goal remains the goal.
- 66. 3. SURRENDER the OBSESSION with ROI! <just stop it>
- 68. SAFEST BEST
- 70. Trade in ROI for Real-World Success (RWS)
- 71. Developed collateral materials for sales
- 72. Assisted the Customer Success Team
- 73. Helped Develop Leadership Training Curriculum "Saskatoon Business College Lab" by Sbcadmissions - Own work. Licensed under CC BY- SA 4.0 via Wikimedia Commons - http://commons.wikimedia.org/wiki/
- 74. Helped Beat Mobilegeddon Mobilegeddon? Pfft… That was MONEY in our pockets.
- 75. h+ps://www.flickr.com/photos/tawheedmanzoor/2309847575 Speaking the C-Suite’s language opens doors
- 76. 4. It’s NOT about YOU <or me>
- 77. No one cares about your user journey map
- 78. Or your PERSONAS
- 79. “What resonates most with executives is tying content problems to business goals.” — Hilary Marsh
- 80. Empathy is more than a buzzword
- 81. Yes, it’s going to hurt.
- 82. Brands need advocates Image source
- 83. Lead. We’ll <gladly> follow.
- 84. 5. The job WON’T save US. <check your ego at the door>
- 85. Advocacy can easily be confused with arrogance
- 86. Misplaced passion easily turns into pridefulness
- 87. The end doesn’t always justify the means
- 88. Brands Need Helpers, NOT Heroes
- 89. Get OUT of your own way
- 90. Leave the cape at home
- 91. Meet people where they are
- 92. Leave them better than they were
- 93. THANK YOU!