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.

1. 5 STEPS TO
FAST TRACK
YOUR
CONTENT STRATEGY
Presented by
Shelly Bowen, Pybop, LLC
shelly@pybop.com
@pybop @shelbow
#IDSD

2. 5 STEPS TO FAST TRACK
YOUR CONTENT STRATEGY
1 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
Review
http://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 IT
1. 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 TRACK
YOUR CONTENT STRATEGY
1 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

12. © 2012 Pybop, LLC

13. © 2012 Pybop, LLC

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 Team
1.
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 TRACK
YOUR CONTENT STRATEGY
1 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 email
videos, images)
Online Meta data
SM Content
PDFs Mobile
content
CGC
Members only Dynamic
content
© 2012 Pybop, LLC

21. 3 WHAT OFFLINE
CONTENT?
Data analysis
Books and
magazine
articles
Research
Whitepapers Offline studies
Marketing Media and
collateral sales kits
© 2012 Pybop, LLC

22. 3 WHAT PEOPLE?
Legacy Customer
knowledge service calls Actual
customers
Process and
usability 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 TRACK
YOUR CONTENT STRATEGY
1 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. More
4
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 TRACK
YOUR CONTENT STRATEGY
1 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 TRACK
YOUR CONTENT STRATEGY
1 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 Nation
Client: The Dr. Oz Show, Sharecare,
Weight Watchers
Objective: Help Americans live a
healthier lifestyle and lose weight
Schedule: Three months till showtime
The Work: Develop content strategy
and content creation that fit the goals,
schedule, and resources
The Results ...
© 2012 Pybop, LLC

33. QUICK CASE STUDY
Dr. Oz’sTransformation Nation
Challenges Solutions
1. Tight schedule 1. Re-used research, fed
2. Team of two content to development as it
3. Three shareholders was completed, created a fix-
w/ shifting priorities it list early
4. Development twists 2. Split work and swapped for
and 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 Nation
The Results:
★ Workflow and agile QA = met launch date
★ 1 million registrants in 7 months
★ Core quiz had 99% completion rate
★ Strategy allowed for highly segmented
content delivery
★ 300,000 people visited the sponsor in
person - the largest in-store/online/TV health
program for WW
★ 3MM lbs lost
★ Increased personal engagement with the
TV show
★ Data provided a-ha insight to upcoming
health 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