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So You Want to Be a Content Strategist?

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Learn what content strategy is and how content strategists work.

Published in: Business

So You Want to Be a Content Strategist?

  1. 1. So You Want to Be a Content Strategist?
  2. 2. David Dylan Thomas Senior Content Strategist, EPAM
  3. 3. #Want2BStrategist @movie_pundit
  4. 4. Why should I learn about Content Strategy?
  5. 5. Because LinkedIn
  6. 6. Because Meetup
  7. 7. Demand Is High, Supply Is Low
  8. 8. Content Strategy is gaining ground on traditional marketing and SEO
  9. 9. Traditional marketing says, “You know what’s awesome? Our shoes!” Content strategy says, “You know what’s awesome? Running!”
  10. 10. Also, It’s Fun
  11. 11. OK. Fine. You’ve convinced me. Just one question, though…
  12. 12. What the hell is Content Strategy?
  13. 13. significant objects dot
  14. 14. Instead of a product description… …they told a story
  15. 15. Original Price: $0.33 Final Price: $71.00
  16. 16. Original Price: $2.99 Final Price: $101.00
  17. 17. Original Price: $3.00 Final Price: $193.50
  18. 18. Content Strategy is the planned use of content to achieve a goal.
  19. 19. • 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).
  20. 20. Casey Kasem Turned Financial Reports into Entertainment
  21. 21. “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!”
  22. 22. This Is Content
  23. 23. This Is Content Strategy
  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 the client’s goals? • What are the user’s goals? • How can content help the two intersect?
  26. 26. The Two Most Common Content Strategy Problems • Help, I’ve got too much content! • Help, Amazon is killing me!
  27. 27. Typical Content Strategy Deliverables • Content Inventory • Content Audit • Gap Analysis • Content Mapping • Strategy Document
  28. 28. Less Typical Content Strategy Deliverables • Contextual Inquiry • Stakeholder Interviews • On-Site Workshop • Integrated Experience Strategy • Governance Document
  29. 29. 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
  30. 30. Who are you working with (client side)? • CMO • CEO • Marketing Manager • Head of Digital • Chief Content Officer
  31. 31. Case Study #1 • Legal Software Producer
  32. 32. Discovery • Contextual Inquiry • Competitive Analysis • Stakeholder Interviews
  33. 33. Ideation • On-Site Workshop • Conceptual Design
  34. 34. Delivery • Integrated Experience Strategy
  35. 35. Result • 200% Increase in Sales
  36. 36. Case Study #2 • A big sports retailer
  37. 37. “We have a great experience in-store but that’s not translating to online.”
  38. 38. 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.
  39. 39. About to become the oldest content strategy in the world • Personalization
  40. 40. You’re there to help your customer achieve a goal. Selling them shoes is just one part of that.
  41. 41. “We’re switching CMS’s.”
  42. 42. CMS = Content Management System • (Until recently) they all suck.
  43. 43. (In the best-cast scenario) you are part of a team.
  44. 44. Discovery/Pitch •(RFP) •SOW •Website •Competitors’ Websites •Social Media •State of the Industry
  45. 45. Delivery •Being in a room with people •MVP •Wireframes •Comps (Copy) •Objective Matrix
  46. 46. Governance •On-site workshop •POVs
  47. 47. Assignment • Pick your favorite website and your least favorite website and come up with a content strategy that for each that will improve their traffic by 10% over the next 10 months.
  48. 48. Questions?
  49. 49. Thank you! David Dylan Thomas @movie_pundit dave@daviddylanthomas.com

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