Content Strategists (CS Forum, London, UK)


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When you look at content strategy closely, you'll discover it runs through virtually every discipline—both online and off—from web development to service design to advertising. Once you understand the generic principles, you can apply content strategy anywhere you choose.

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Content Strategists (CS Forum, London, UK)

  1. 1. Content strategists:the men and women of a new renaissance Eric Reiss @elreiss CS Forum September 5, 2011 London, England
  2. 2. “We have 39 speakers lined up for the Content Strategy Forum 2011, who will shock and amaze.”
  3. 3. The strategy part is easy…Define, acquire, publish, and link:• the most useful content,• in the most usable form,• in the best possible quality• and ensure it stays freshThe rest is tactics!
  4. 4. Are we making thingseasy for our clients?
  5. 5. Ness
  6. 6. Bailie
  7. 7. There is no doubt that thediscipline of content strategy exists… …but is there such a thing as a “content strategist”?
  8. 8. Lessons learned from IA and IxD Accept that there are other disciplines that also do what you do Use your energy doing the work, not defending your turf When you’re the smartest kid in the room, it pays not to let the others know Beware of “title creep”(neither IA nor IxD have learned these lessons yet)
  9. 9. £Senior consultantBusiness analystContent strategistInformation architectSEO expertVisual designerSocial-media guruDigital ninjaGeneration Y sociologistContent expert(the PM took the picture)
  10. 10. tin iron foaminformation
  11. 11. So much for the snark.Now, it’s time to get down to business.
  12. 12. Three key take-aways Create shared references (this is the essence of much content strategy) Build strong contextual relationships (this is the key to valuable info architecture) Practice basic cognitive techniques (this is the secret to effective interactions)
  13. 13. Soho (Lon)“suspenders”Soho (NYC)
  14. 14. And what are you looking for in a shoe?
  15. 15. Scary fact #1 Longer text outperforms short text by 40.5% • Short-copy ROI = -14% • Long-copy ROI = +21%Source:
  16. 16. What’s in our shared-reference toolkit? Words
  17. 17. “Words” Words
  18. 18. Words of wisdom #1Content is king.But context is the kingdom.
  19. 19. And what comes next… Big Mac Large shake Fries
  20. 20. The Kuleshov Effect
  21. 21. Words of wisdom #1 (again)Content is king.But context is the kingdom.
  22. 22. And finally, a few words about cognition…
  23. 23. Cognitive challenges• Control images and colors• Limit choices (or expand them)• Provide social validation• Invoke scarcity• Play on fear of loss
  24. 24. +vs. vs.
  25. 25. Three different scenarios Buy camera and case at same time Expectation that some high-end cases would be sold Case bought separately – two choices Expectation that mostly low-end case would be sold Case bought separately – three choices Expectation that mostly mid-range case would be soldInspired by Dr. Susan Weinschenk
  26. 26. Social validationScarcityFear of loss
  27. 27. So, three things to remember… CS is not new. Don’t overthink it. Build share references Respect the value of context
  28. 28. My 20 minutes are up.Thanks for listening.
  29. 29. Eric Reiss can (usually) be found at:The FatDUX Group ApSStrandøre 152100 CopenhagenDenmarkOffice: (+45) 39 29 67 77Mobil: (+45) 20 12 88 44Twitter: