Content strategyhelps us make smart business decisions byplanning for content that’s useful, usable,compelling and findable.It creates a system for how content should becreated, published, managed and maintained.
Content strategy definesthe content lifecycle. Goals Business objectives? Content objectives? Success metrics? Governance Assets Who approves? What do we have? Who updates/manages? Where is it now? Are we reaching goals? Is it any good? Creation Audiences What information? Who are we talking to? What medium? Why should they care? Resources? What do they want? Editorial Plan Messaging? Voice, tone and style? Where/when to publish?
Content marketingcreates and publishes content to attract andengage with valuable, relevant information.It drives action by building credibility andloyalty between businesses and their targetaudiences.
It’s a content economy.Customers trade their attention for yourclients’ content – if that content informs,educates, inspires or entertains.In this way, your clients can make theircontent an asset…or a liability.
It’s an agency opportunity.We’ve alwayscreated content.• Ad campaigns• Brochures• Press releases• Media kits• Corporate reports
You have the tools to recognizeand shape great content.Your clients may not.
It’s your friend.What’s in it for account managers? How about: • Easier project management. Clear content plans prevent last-minute scrambling. • Projects that ship on time. No more waiting for clients to “put their content together.” • New uses for old skill sets. Traditional copywriting, editorial or communications people can learn this – and do it well. • A new revenue source. Content takes expertise. Get paid for yours.
It’s already happening.Who hires content strategists? These guys:
What role will you play?Content strategy is a process, not a widget.Be open to: • Partnership between agency and client. Fewer grand presentations; more honest discussions. • A consultative relationship. You don’t have to do it all – you’re often there to advise. • Relying on internal experts. Clients know their business better than you. Use them.
Find your fit. If you’re good at… • You might explore… • Editorial Strategy: Style Guidelines | Publishing Editorial Process Guidelines | Content Calendars | Governance CopywriAng/Content • Content Marke<ng: White Papers | Blogging | Email Development Content | Video & PodcasAng • Website Content Strategy: Audit & Analysis | UX & Web Strategy Content-‐Focused IA | Modeling | Metadata Strategy • Communica<ons Strategy: Audience IdenAﬁcaAon | PR & Brand Comms. Key Message Development | Messaging Architecture • Content Promo<on: Channel RecommendaAons | SEO or Social Media SyndicaAon Strategy | Content OpAmizaAon
Thank You Sara Wachter-Boettchersaraw@offmadisonave.com @sara_ann_marie