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This is not a content marketing workshop


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Presented to the American Chamber of Commerce in Prague, October 2013

Published in: Design

This is not a content marketing workshop

  1. 1. This is not a content marketing workshop.
  2. 2. About me. Elizabeth McGuane @emcguane on Twitter Director of Content Strategy FleishmanHillard London
  3. 3. My old life.
  4. 4. My new life.
  5. 5. What is this thing called content strategy?
  6. 6. ASSESSING current content for quality, volume, format and appropriateness ! COMPARING content against competitors and comparators in the market ANALYSING current content situation vs. business objectives & audience/user needs ! VISION for content in the immediate and longer term ANALYSING the structure and purpose of current content types for devices & channels ! PLANNING for what content needs to get created or reworked CREATING templates, rules and glossaries for authors to follow, in line with usability and accessibility best practice CREATING and SUPPORTING content production with briefs, the content itself, and editorial functions DESIGNING customised editorial workflow and role/ responsibility definitions for clients to ensure content quality over time Audits Strategy Planning & IA Guidelines Briefing, creating & editing Workflow & governance
  7. 7. ‘...anything that conveys meaningful information to humans is called “content.”
  8. 8. ‘but ...[organisations] with hundreds or thousands of pieces of online content need someone who can stand back and figure out what all that content should communicate.’ ! - Erin Kissane
  9. 9. This is your organisation Image: Tang Yau Hoong
  10. 10. Communications and marketing, traditionally = what we see above the line
  11. 11. Content involves the entire organisation
  12. 12. Content exists in how you perform customer service Photo: Greg Peverill-Conti
  13. 13. It comes out of your internal publishing processes
  14. 14. It comes from your audience
  15. 15. Content’s how you tell the story of your brand.
  16. 16. I t ’s h o w w e s e e y o u r b r a n d - a n d i t ’s t h e m e c h a n i s m s t h a t e x p r e s s y o u r b r a n d .
  17. 17. Co n t e n t s t ra t e g y c o v e r s t h e whole big mess
  18. 18. A n d i t ’s a l l g e t t i n g m e s s i e r a l l t h e t i m e
  19. 19. But new channels and formats are only one side of the mess
  20. 20. Why is this a problem now?
  21. 21. P e o p l e a r e m e s s y
  22. 22. Business problems are people problems. Photo: Greg Peverill-Conti
  23. 23. Content problems are people problems. Photo: Greg Peverill-Conti
  24. 24. As brands,we fear losing control
  25. 25. But really, t h e t y p e o f c o n t r o l we need to exert is just changing
  26. 26. What you can do.
  27. 27. As a company, choosing & planning effective content requires you to know your user’s context.
  28. 28. But it’s not just about device And devices will continue to diversify – mobile is just the beginning
  29. 29. We all make assumptions Assumptions about reader context - however well researched - will never be perfect. Quit thinking you can just guess what subset of content a “mobile user” wants. You’re going to guess wrong. ! - Karen McGrane
  30. 30. So how do you start to get insight?
  31. 31. Re m e m b e r t h e s e g u y s ?
  32. 32. W h at ’s a n a u d i e n c e w i t h o u t a s t o r y ?
  33. 33. G o o d s t o r i e s a re h o w y o u g e t t h e m t o l i s t e n - a n d ke e p l i s t e n i n g . ( A n d t h at ’s h a rd ) . “If your idea ends with “and then we drive traffic to it,” you’ve failed.”
  34. 34. Th at m ea n s y o u n e e d t o l i s t e n t o t h e m , t o o
  35. 35. I t ’s h a rd t o l i s t e n w h e n t h e re ’s s o m u c h n o i s e .
  36. 36. I n s i g h t = d e c i d i n g w h at t o l i s t e n t o.
  37. 37. •Set goals •Learn from your content competitors - not just those in your market •Adapt your content to the user, don’t expect them to come to you •Illustrate your integrity with service that matches your content promise •Be supportive - get to the point when you need to Rules to guide that insight:
  38. 38. A n d re m e m b e r, y o u ’ re n e v e r c o m p l e t e l y i n c o n t ro l .
  39. 39. All content is inert until it is useful to someone.
  40. 40. Online, the content that works inspires engagement and imagination. That makes it useful.
  41. 41. HOWEVER.
  42. 42. Understanding all of that also requires you to know your authors’ context.
  43. 43. W h i c h m ea n s u n d e r s t a n d i n g w h at g o e s o n b e h i n d t h e s c e n e s .
  44. 44. W e o f t e n p r o d u c e c o n t e n t w i t h o u t t h i n k i n g a b o u t t h e s e t h r e e t h i n g s : c o n t e x t r e u s e & s c a l e
  45. 45. This is why content strategy is an end-to-end process
  46. 46. We’re all publishers now - which means our business model has to change.
  47. 47. If that’s true - who defines the content strategy?
  48. 48. Every business is different. Brand Digital Marketing
  49. 49. But it’s a key decision, because content doesn’t stop.
  50. 50. Audit Plan Create Measure Adapt
  51. 51. First, audit thy content •The key first step - don’t try to skirt it •It will debunk the deepest beliefs you have about your web content (or any content you produce) •Watch out for things like inconsistent tone of voice, and poor content structure
  52. 52. There are tools out there to help
  53. 53. Then create a plan •People will not just come and tell you what their plans are •Everyone thinks their content is top priority •If you don’t have a company-wide editorial calendar or plan, you can’t show them where they fit in the hierarchy of needs
  54. 54. Plan inclusively •Get stakeholders to provide real goals and KPIs for their requests ! •Give marketing and business teams clear deadlines ! •Set time aside for scoping and prioritising requests ! •Establish clear review and upgrade milestones ! •Factor in activities like asset gathering and regulatory review ! •Look at upcoming events and schedule in new content and distribution mechanisms to align
  55. 55. Before you create, think beyond web •Your story is not just happening on the web, or on mobile or tablet - where could your assets be going? How much could you be saving? •This goes two ways as well - get data to inform content planning from in store publications, from call centres, from online forums
  56. 56. And especially: think beyond campaigns
  57. 57. Measure and analyse •Get to know Google Analytics - or whatever tool you use •But remember, it’s not really about the numbers •It’s the insights they reveal •And above all, the changes you make as a result
  58. 58. Test and adapt •Do this as lightly as you have to (A/B tests) or as thoroughly as you can (constant MVTs) •Use testing during design to define your users - and develop personas, if you like •Try to set personas for each organisational area so you have something external to measure content against
  59. 59. And listen •Still using social media just for PR? (Your audience can tell) •Use it to talk directly people, to find out where & how they’re talking to each other •Monitor the conversations you want to lead
  60. 60. What this boils down to •Figure out what you have •Plan ahead •Listen to the public •Talk to your users •Analyse their responses •Write for them, not at them
  61. 61. Let’s get planning.
  62. 62. Three groups. Three tasks. •Publishing a piece of web content •Creating a company-wide editorial calendar •Sourcing or commissioning new images