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In Content Strategy, L.E.S.S. is More

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Great content is rooted in your audience's natural language, delivering a great content experience, search discoverability, and engaging storytelling. Quality, informative content that educates, persuades, entertains, or converts content consumers is the way forward for content creators hoping to engage with their audience.

L.E.S.S. Stands for:
Language
Experience
Search &
Storytelling

Published in: Marketing
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In Content Strategy, L.E.S.S. is More

  1. 1. Content The Future of
  2. 2. quantity over quality We are in an age of
  3. 3. extreme value. Content has
  4. 4. L.E.S.S. is more When it comes to content,
  5. 5. L.E.S.S. Introducing… The new content philosophy.
  6. 6. Language Natural language is key.
  7. 7. Language helps us understand intent.
  8. 8. OK, GOOGLE TURN UP THE HEAT! YOU GOT IT!
  9. 9. HOW DO I? Use Natural Language
  10. 10. Experience Right content, right person, right time.
  11. 11. snow tires
  12. 12. snow tires for a 2015 Subaru WRX
  13. 13. HOW DO I? Ensure a Desired Experience
  14. 14. Search Tailor for high demand, low supply.
  15. 15. HOW DO I? Think About Search
  16. 16. Storytelling Facts tell, but stories sell.
  17. 17. How will your story take shape?
  18. 18. HOW DO I? Tell a Great Story
  19. 19. more content. We need to make
  20. 20. Inbound Marketing Understand
  21. 21. Content is so much more than blog articles.
  22. 22. Everything is content.
  23. 23. Infographics Videos Landing Pages Microsites Memes Live Streams Interviews / Q&A’s Lists / Listicles Research & Data eBooks Events Keynotes & Slideshares Timelines Experiments Apps Stories & Articles Screencasts Illustrations Plug-ins & Extensions Case Studies
  24. 24. Sketch Article P R O C E S S Red Bull Article AudioCrawlOne Love Codepen Dribbble Shots WebVR Projects O U R V A L U E S I N N O V A T I O N C U R I O S I T Y O U R W O R K L E A D E R S H I P I N N O V A T I O N Lightning Talks L E A D E R S H I P
  25. 25. Plan your content. No More Spray & Pray
  26. 26. Use the Four Pillars of Content Purpose: Entertain Educate Persuade Convert Choose two…
  27. 27. Be a pro.
  28. 28. Learn Inside, Share Outside Lightning Talk Lunch & Learn Workshop
  29. 29. Learn Inside, Share Outside Skill Lightning Talk Lunch & Learn Workshop Team Landing Page Article Infographic Social Video The World
  30. 30. Question Time! L.E.S.S. is More

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