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Introduction to Content Strategy
David Dylan Thomas
Senior Content Strategist,
EPAM
@movie_pundit
Ask Early. Ask Often.
What We’ll Learn
• What content strategy is
• The kinds of problems it solves
• How it solves them
What Is Content Strategy?
significant objects dot
Instead of a product description…
…they told a story
Original Price: $0.33
Final Price: $71.00
Original Price: $2.99
Final Price: $101.00
Original Price: $3.00
Final Price: $193.50
Content Strategy is the planned
use of content to achieve a
goal.
• With Significant Objects, the goal was
to increase the value of ordinary
items.
• The strategy was to replace bland
desc...
Casey Kasem
Turned Financial Reports into
Entertainment
“In this hour at #32 in the countdown, a song that’s
been a hit 4 different times in 19 years! And we’re
just one tune awa...
What Is Content Strategy?
• Example: Weird Al
– Business Goal: Weird Al wanted his new album to
be successful
– Challenge:...
Result: #1 on iTunes
Nonprofit Goals
This Is Content
This Is Content Strategy
Content strategy is gaining
ground on traditional marketing
and SEO
Traditional marketing says, “You
know what’s awesome? Our
shoes!”
Content strategy says, “You know
what’s awesome? Running...
The oldest content strategy in the
world
• Use content to make it clear you know a
lot about something.
• When people need...
Content strategy’s job is to help an
organization think like a newspaper.
Content strategy’s job is to help you
make decis...
All content strategies require two
things:
• Goal
• Audience
The more you know about
both, the better the strategy
will be
Most content strategies try to answer three
questions:
• What are our goals?
• What are our audience’s goals?
• How can co...
The Content Strategy Process
1. Investigate
• Learn about your organization
• Learn about your audience
• Learn about your...
The Content Strategy Process
2. Come up with ideas
• Collaborate/Workshop
• Think for yourself
The Content Strategy Process
3. Create a Plan
• What are we going to do?
• How are we going to do it?
• Who is going to do...
The Content Strategy Process
4. Execute the Plan
5. Measure the Results
6. Learn from the Results
7. Wash, Rinse, Repeat
Build, Measure, Learn
What is the most important skill
a content strategist should have?
The ability to listen.
Content Workshop
Governance
• Assignment: Read “Responsive Design
Won’t Fix Your Content Problem” by Karen
McGrane
• http://alistapart.com/...
Case Study #1
• Legal Software Producer
Case Study #2
• A big sports retailer
Exercise: Establishing Your
Organization’s Goals
• One person will represent their organization.
• Good if one other perso...
Audience Interview Techniques
• What are you looking for?
– Consumption habits
• Devices
• Media (video, blogs)
• How are ...
Exercise: Learn About the Audience
• One person will represent audience.
• One person will interview.
• One will take note...
Exercise: Build a Strategy
• Given what you now know about the
organization, their content, and their
audience, come up wi...
Presentation of Strategies
Questions?
Thank you!
David Dylan Thomas
@movie_pundit
travelindave2001@gmail.com
Introduction to Content Strategy - NetSquared Remix
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Introduction to Content Strategy - NetSquared Remix

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A somewhat non-profit focused version of my Introduction to Content Strategy presentation/workshop.

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Introduction to Content Strategy - NetSquared Remix

  1. 1. Introduction to Content Strategy
  2. 2. David Dylan Thomas Senior Content Strategist, EPAM @movie_pundit
  3. 3. Ask Early. Ask Often.
  4. 4. What We’ll Learn • What content strategy is • The kinds of problems it solves • How it solves them
  5. 5. What Is Content Strategy?
  6. 6. significant objects dot
  7. 7. Instead of a product description… …they told a story
  8. 8. Original Price: $0.33 Final Price: $71.00
  9. 9. Original Price: $2.99 Final Price: $101.00
  10. 10. Original Price: $3.00 Final Price: $193.50
  11. 11. Content Strategy is the planned use of content to achieve a goal.
  12. 12. • With Significant Objects, the goal was to increase the value of ordinary items. • The strategy was to replace bland descriptions with colorful stories (by good writers). • The creators used content (stories) to achieve a goal (added value).
  13. 13. Casey Kasem Turned Financial Reports into Entertainment
  14. 14. “In this hour at #32 in the countdown, a song that’s been a hit 4 different times in 19 years! And we’re just one tune away from the singer with the $10,000 gold hubcaps on his car! Now, on with the countdown!”
  15. 15. What Is Content Strategy? • Example: Weird Al – Business Goal: Weird Al wanted his new album to be successful – Challenge: He’s been out of the public eye for decades – Content: Music – Content Strategy: #8days8videos
  16. 16. Result: #1 on iTunes
  17. 17. Nonprofit Goals
  18. 18. This Is Content
  19. 19. This Is Content Strategy
  20. 20. Content strategy is gaining ground on traditional marketing and SEO
  21. 21. Traditional marketing says, “You know what’s awesome? Our shoes!” Content strategy says, “You know what’s awesome? Running!”
  22. 22. The oldest content strategy in the world • Use content to make it clear you know a lot about something. • When people need that something, they’ll think of you.
  23. 23. Content strategy’s job is to help an organization think like a newspaper. Content strategy’s job is to help you make decisions about content.
  24. 24. All content strategies require two things: • Goal • Audience The more you know about both, the better the strategy will be
  25. 25. Most content strategies try to answer three questions: • What are our goals? • What are our audience’s goals? • How can content help the two intersect?
  26. 26. The Content Strategy Process 1. Investigate • Learn about your organization • Learn about your audience • Learn about your content
  27. 27. The Content Strategy Process 2. Come up with ideas • Collaborate/Workshop • Think for yourself
  28. 28. The Content Strategy Process 3. Create a Plan • What are we going to do? • How are we going to do it? • Who is going to do what? (Governance) • Assign Goals to Content
  29. 29. The Content Strategy Process 4. Execute the Plan 5. Measure the Results 6. Learn from the Results 7. Wash, Rinse, Repeat
  30. 30. Build, Measure, Learn
  31. 31. What is the most important skill a content strategist should have? The ability to listen.
  32. 32. Content Workshop
  33. 33. Governance • Assignment: Read “Responsive Design Won’t Fix Your Content Problem” by Karen McGrane • http://alistapart.com/column/responsive- design-wont-fix-your-content-problem
  34. 34. Case Study #1 • Legal Software Producer
  35. 35. Case Study #2 • A big sports retailer
  36. 36. Exercise: Establishing Your Organization’s Goals • One person will represent their organization. • Good if one other person in group knows this org. • One person will interview. • One will take notes • Answer: – Is your organization creating content? – If so, why? – Fill in the blank: • My org creates content in order to __________. • My org’s audience should arrive feeling ________ and leave feeling __________ . • 10 minutes
  37. 37. Audience Interview Techniques • What are you looking for? – Consumption habits • Devices • Media (video, blogs) • How are they finding content? – Social component – Search component • Triggers for content – What do they value? – What do they want?
  38. 38. Exercise: Learn About the Audience • One person will represent audience. • One person will interview. • One will take notes • Answer: – Why do they come to your org? – What do they hope to get out of it? – What role did content play in them finding out about it? – What types of content do they consume? – How? – On what devices? – When? • 10 minutes
  39. 39. Exercise: Build a Strategy • Given what you now know about the organization, their content, and their audience, come up with a plan that uses content to align organization and user goals. • 10 min
  40. 40. Presentation of Strategies
  41. 41. Questions?
  42. 42. Thank you! David Dylan Thomas @movie_pundit travelindave2001@gmail.com

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