Five Steps to Fast Track Your Content Strategy

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A content strategy will not only help you share your brand story more effectively, but it will also help you create relevant, valuable content that: 1) your audience wants/needs 2) your sponsors/advertisers love and 3) supports your business goals.

In this Fast Track talk from the San Diego Ad Club's Interactive Day, Shelly Bowen of Pybop highlights 7 Reasons Your Should Start with Content Strategy and 5 Key Elements to a Successful Content Strategy.

She also discusses how to build your case for content strategy, including content strategy ROI, and shares a case study that unveils how content strategy helped Dr. Oz, Sharecare, and Weight Watchers reach more than one million people online.

Published in: Business, Technology

Five Steps to Fast Track Your Content Strategy

  1. 5 STEPS TO FAST TRACK YOURCONTENT STRATEGY Presented by Shelly Bowen, Pybop, LLC shelly@pybop.com @pybop @shelbow #IDSD
  2. 5 STEPS TO FAST TRACKYOUR CONTENT STRATEGY1 Define It.2 Convince Them.3 Pool Your Resources.4 Ask Tough Questions.5 Be Realistic. © 2012 Pybop, LLC
  3. 1 WHAT IS CONTENT STRATEGY? “Content strategy is the practice of planning for the creation, delivery, and governance of useful, useable content.” --Kristina Halvorson Content Strategy for the Web © 2012 Pybop, LLC
  4. 1 DO YOU HAVE USEFUL, USABLE CONTENT? Use this checklist: Does it strongly represent your brand (i.e., your personality)? Is it influential (think conversion) and have reach (as in SEO and WOM)? Does it support your business objectives and overall business goals? Does it speak to your audience and provide what they need when they need it? This is helpful for ongoing content decisions, too. © 2012 Pybop, LLC
  5. 1 CONTENT STRATEGY PROCESS Problem Discovery 1. 2. Content Solving Analysis Audit Business 3. Goals & Planning Objectives 5. 4. Measure & Execution Reviewhttp://www.pybop.com/2010/04/content-strategy-success-in-5-steps/ © 2012 Pybop, LLC
  6. 1 KNOW WHAT SUCCESS LOOKS LIKE Hey, what are we trying to achieve? Can we measure it? Business Goals & Objectives What’s most What’s considered important? success? © 2012 Pybop, LLC
  7. 1 DEFINE IT1. What does Content Strategy mean to us?2. Why are we doing it?3. What will our process look like?4. How will it make our business stronger? © 2012 Pybop, LLC
  8. 5 STEPS TO FAST TRACKYOUR CONTENT STRATEGY1 Define It.2 Convince Them.3 Pool Your Resources.4 Ask Tough Questions.5 Be Realistic. © 2012 Pybop, LLC
  9. 2 GATHER THE BENEFITS 1. Make your life easier. 2. Make your customers’ lives easier. 3. Save time. 4. Save money! 5. Make more money. 6. Gain credibility, loyalty, influence. (And avoid embarrassment.) 7. Stay ahead of the competition. Use these to convince your team!http://www.pybop.com/2012/06/7-content-strategy-benefits/ © 2012 Pybop, LLC
  10. 2 OVERCOME OBJECTIONS You’re just making We’ll actually have a things more difficult than roadmap for creating, they need to be. We don’t improving, and maintaining have time for this. content over time.That will make life easier. © 2012 Pybop, LLC
  11. 2 OVERCOME OBJECTIONS It’s all about the Content strategy will help our customer. And our customers find what they need customers don’t need and take action fast. content strategy. © 2012 Pybop, LLC
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  14. 2 OVERCOME OBJECTIONS Content strategy will help us do more with It’s too expensive. less, so we’ll save money on content production. © 2012 Pybop, LLC
  15. 2 OVERCOME OBJECTIONS I just don’t see the value. Um ...http://www.pybop.com/2012/05/content-strategy-roi-value/ © 2012 Pybop, LLC
  16. 2 WHAT ARE THE BENEFITS TO YOUR BUSINESS? Business Audience In-House Team1.2.3.4.5.6. AND THE COSTS... © 2012 Pybop, LLC
  17. 2 WHAT IS THE VALUE TO YOUR BUSINESS? Value = Benefits - Costs This is your homework!! Actually do the math.http://www.pybop.com/2012/05/content-strategy-roi-value/ Formula Credit: Melissa Rach, Brain Traffic. © 2012 Pybop, LLC
  18. 5 STEPS TO FAST TRACKYOUR CONTENT STRATEGY1 Define It.2 Convince Them.3 Pool Your Resources.4 Ask Tough Questions.5 Be Realistic. © 2012 Pybop, LLC
  19. 3 POOL YOUR RESOURCES Online Offline People These are your assets (or anchors). © 2012 Pybop, LLC
  20. 3 WHAT ONLINE CONTENT? Employees only Searchable content (text, Archived emailvideos, images) Online Meta data SM ContentPDFs Mobile content CGC Members only Dynamic content © 2012 Pybop, LLC
  21. 3 WHAT OFFLINE CONTENT? Data analysis Books and magazine articles ResearchWhitepapers Offline studies Marketing Media and collateral sales kits © 2012 Pybop, LLC
  22. 3 WHAT PEOPLE? Legacy Customer knowledge service calls Actual customers Process andusability issues Info from Department People head ideas Public relations Sales concerns contributions Problem solvers are most effective — and innovative — when working on the edge of their fields. ~Karim Lakhani, Harvard Professor © 2012 Pybop, LLC
  23. 3 POOL YOUR RESOURCES Use this checklist: Audit all online content in a list or spreadsheet. Gather all offline content in a list or giant box. Make a list of people to talk to and questions to ask. Schedule 30 minute talks with the people and take lots of notes! © 2012 Pybop, LLC
  24. 5 STEPS TO FAST TRACKYOUR CONTENT STRATEGY1 Define It.2 Convince Them.3 Pool Your Resources.4 Ask Tough Questions.5 Be Realistic. © 2012 Pybop, LLC
  25. 4 ASK TOUGH QUESTIONS What’s missing? What’s working?(data, testing, calls) Online Info from Content People Offline Content What’s most important? Least What’s outdated, important? Is it unnecessary, or balanced? cramping our style? Create a plan. © 2012 Pybop, LLC
  26. 4 START WITH YOUR MESSAGING PRIORITIES © 2012 Pybop, LLC
  27. More4 MAKE A PLAN homework? Yep! Company To-Do Online priorities ask tough questions Audience Content priorities compare to Features Offline Benefits Content Info from Credibility People facts Audited Messaging Create Content Priorities recommendations © 2012 Pybop, LLC
  28. 5 STEPS TO FAST TRACKYOUR CONTENT STRATEGY1 Define It.2 Convince Them.3 Pool Your Resources.4 Ask Tough Questions.5 Be Realistic. © 2012 Pybop, LLC
  29. 5 BE REALISTIC Consider time, resources, budget, and culture. Who can work on this? Do they have time? The skills? Who is responsible and empowered to make decisions? Do we have enough time? Do we have the budget to execute? Does it work for us and our culture? © 2012 Pybop, LLC
  30. 5 STEPS TO FAST TRACKYOUR CONTENT STRATEGY1 Define It.2 Convince Them.3 Pool Your Resources.4 Ask Tough Questions.5 Be Realistic. © 2012 Pybop, LLC
  31. QUICK CASE STUDY Dr. Oz’sTransformation Nation © 2012 Pybop, LLC
  32. QUICK CASE STUDY Dr. Oz’sTransformation NationClient: The Dr. Oz Show, Sharecare,Weight WatchersObjective: Help Americans live ahealthier lifestyle and lose weightSchedule: Three months till showtimeThe Work: Develop content strategyand content creation that fit the goals,schedule, and resourcesThe Results ... © 2012 Pybop, LLC
  33. QUICK CASE STUDY Dr. Oz’sTransformation NationChallenges Solutions1. Tight schedule 1. Re-used research, fed2. Team of two content to development as it3. Three shareholders was completed, created a fix-w/ shifting priorities it list early4. Development twists 2. Split work and swapped forand surprises quality checking 3. See #1 and #2 4. Used a “phased” approach, so we could phase back if needed © 2012 Pybop, LLC
  34. QUICK CASE STUDY Dr. Oz’sTransformation NationThe Results:★ Workflow and agile QA = met launch date★ 1 million registrants in 7 months★ Core quiz had 99% completion rate★ Strategy allowed for highly segmentedcontent delivery★ 300,000 people visited the sponsor inperson - the largest in-store/online/TV healthprogram for WW★ 3MM lbs lost★ Increased personal engagement with theTV show★ Data provided a-ha insight to upcominghealth programs © 2012 Pybop, LLC
  35. THAT’S IT!WE’D ❤ TO HEAR FROM YOU! shelly@pybop.com @pybop @shelbow facebook.com/Pybop www.pybop.com

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