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10 things every business person should know about content strategy

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Presentation by Melissa Rach, Dialog Studios (formerly VP of content strategy at Brain Traffic) to Kane Camp attendees 7.30.09

Published in: Technology, Business
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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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10 things every business person should know about content strategy

  1. 10 THINGS every business person should know about content strategy
  2. INTRODUCTIONS <ul><li>Melissa Rach </li></ul><ul><li>Director of Content Strategy, Brain Traffic </li></ul><ul><li>Journalist, marketer, information architect, writer, etc. </li></ul>
  3. VOCABULARY
  4. CONTENT IS…. <ul><li>Available in a wide variety of formats: </li></ul><ul><li>Text </li></ul><ul><li>Graphics </li></ul><ul><li>Videos/demos/animations </li></ul><ul><li>Games/widgets </li></ul><ul><li>Audio </li></ul>
  5. CONTENT IS… <ul><li>Created by just about everyone: </li></ul><ul><li>The publishing industry/media </li></ul><ul><li>Businesses and organizations of all kinds </li></ul><ul><li>YOU! </li></ul>
  6. CONTENT IS… <ul><li>Just about everywhere. </li></ul><ul><li>In print </li></ul><ul><li>Online </li></ul><ul><li>On signs </li></ul><ul><li>On the radio </li></ul><ul><li>Etc. </li></ul>
  7. CONTENT IS… <ul><li>How we communicate knowledge, it is: </li></ul><ul><li>Informative </li></ul><ul><li>Instructional </li></ul><ul><li>Entertaining </li></ul>
  8. INFORMATIVE
  9. INSTRUCTIONAL
  10. ENTERTAINING
  11. OR ALL THREE
  12. STRATEGY IS… <ul><li>A plan for obtaining a specific goal or result. </li></ul><ul><li>This includes… </li></ul><ul><li>Tactical recommendations and ideas </li></ul><ul><li>Communication and enrollment overview </li></ul><ul><li>Guidelines for smart decision making </li></ul><ul><li>Change management and sustainment plan </li></ul>
  13. WHAT IS CONTENT STRATEGY?
  14. <ul><li>Content strategy plans for the </li></ul><ul><li>creation, publication, and </li></ul><ul><li>governance of content. </li></ul><ul><li>Kristina Halvorson </li></ul><ul><li> Brain Traffic </li></ul>“
  15. TWO BIG COMPONENTS <ul><li>Business value </li></ul><ul><li>Messaging/storytelling </li></ul><ul><li>Structure </li></ul><ul><li>Creation workflow </li></ul><ul><li>Publishing </li></ul><ul><li>Maintenance/governance </li></ul>Content Stuff People Stuff
  16. THE GOAL IS TO MAKE CONTENT… <ul><li>Useful </li></ul><ul><li>Usable </li></ul><ul><li>Purposeful </li></ul><ul><li>Profitable </li></ul>User Stuff Business Stuff
  17. 1. TREAT CONTENT LIKE A CRITICAL BUSINESS ASSET. (IT IS ONE.)
  18. <ul><li>Because there isn’t a $1, $5, or </li></ul><ul><li>$10 denomination stamped on </li></ul><ul><li>the front of Web content, it’s </li></ul><ul><li>often difficult to know exactly </li></ul><ul><li>how valuable content is to your </li></ul><ul><li>company. </li></ul><ul><li>Bryan Eisenberg </li></ul><ul><li> Future Now </li></ul>“
  19. <ul><li>Adam Smith </li></ul><ul><li>Says value is: </li></ul><ul><li>Exclusive </li></ul><ul><li>Transparent </li></ul>1776
  20. 1955
  21. 1956: INFORMATION AGE
  22.  
  23. 1990: INFORMATION SUPERHIGHWAY
  24. CONTENT SAVES MONEY <ul><li>Content optimizes conversations with your: </li></ul><ul><li>Your customers </li></ul><ul><li>Vendors </li></ul><ul><li>Employees </li></ul>
  25. CONTENT MAKES MONEY <ul><li>Influences customers decisions </li></ul><ul><li>Builds trust </li></ul><ul><li>Provides purchase-path instructions </li></ul><ul><li>Upsells </li></ul><ul><li>Solicits feedback </li></ul>
  26. MEASUREMENT MYTH
  27. TO DO: DEFINE REAL GOALS AND SUCCESS METRICS.
  28. 2. CONTENT NEEDS DEDICATED OVERSIGHT.
  29. Brand/ Marketing UX/Web Strategy IT/ CMS Product/ The Business Content
  30.  
  31. 1955
  32. Brand/ Marketing UX/Web Strategy IT/ CMS The Business Content Strategist
  33.  
  34. No.
  35. TO DO: ASSIGN A CONTENT ADVOCATE.
  36. 3. IT’S NEVER TOO EARLY TO THINK ABOUT CONTENT.
  37. SEXY
  38.  
  39. IMPACT OF 11 TH HOUR CONTENT <ul><li>Rework (IA, design, database, etc.) </li></ul><ul><li>Delayed timelines </li></ul><ul><li>Over budget </li></ul><ul><li>Frustrated stakeholders </li></ul><ul><li>Stressed employees </li></ul><ul><li>Bad content </li></ul><ul><li>Bad usability </li></ul><ul><li>Unhappy users </li></ul><ul><li>Unsuccessful project </li></ul>
  40. TO DO: INVITE YOUR CONTENT ADVOCATE TO YOUR PROJECT KICKOFF MEETING
  41. 4. UNDERSTAND YOUR CONTENT’S ENVIRONMENT.
  42. ON THE INSIDE <ul><li>Existing communications ecosystem </li></ul><ul><li>Branding </li></ul><ul><li>Technology/infrastructure </li></ul><ul><li>Resources </li></ul><ul><li>Political considerations </li></ul><ul><li>Contracts/requirements </li></ul>
  43. ON THE OUTSIDE <ul><li>User needs/wants </li></ul><ul><li>Competitors </li></ul><ul><li>Government regulations </li></ul><ul><li>Environmental issues </li></ul><ul><li>Economic climate </li></ul>
  44. ALIGN STAKEHOLDERS <ul><li>Present risks and opportuntities </li></ul><ul><li>Negotiate solutions </li></ul><ul><li>Revisit goals and success factors </li></ul>
  45. TO DO: CONTENT FACTORS ANALYSIS
  46. 5. DOCUMENT YOUR CONTENT ECOSYSTEM.
  47. Twitter Print brochures Call center script Advertisements Web Site Annual report Blog In-person conversations YouTube channel Manuals Direct Mail Newsletter Events Packaging Signage Press release
  48.  
  49.  
  50. TO DO: CREATE CONTENT MAPS AND AUDITS
  51. 6. DON’T UNDERESTIMATE THE CONTENT CREATION EFFORT.
  52. CONTENT IS COMPLICATED <ul><li>Strategize </li></ul><ul><li>Analyze Source </li></ul><ul><li>Categorize </li></ul><ul><li>Structure </li></ul><ul><li>Create </li></ul><ul><li>Stakeholder Review </li></ul><ul><li>Edit </li></ul><ul><li>Legal Review </li></ul><ul><li>Edit </li></ul><ul><li>Approve </li></ul><ul><li>Publish </li></ul><ul><li>Test </li></ul>
  53.  
  54. JUST TO GET STARTED… <ul><li>Strategize </li></ul><ul><li>Analyze Source </li></ul><ul><li>Categorize </li></ul><ul><li>Structure </li></ul><ul><li>Create </li></ul><ul><li>Stakeholder Review </li></ul><ul><li>Edit </li></ul><ul><li>Legal Review </li></ul><ul><li>Edit </li></ul><ul><li>Approve </li></ul><ul><li>----------------------- </li></ul><ul><li>Publish </li></ul><ul><li>Test </li></ul>
  55. 5 hours
  56.  
  57. TO DO: CREATE A DETAILED TIME AND BUDGET ESTIMATE
  58. 7. ASK WHY. START SMALL.
  59. HOW CONTENT GROWS <ul><li>“ Our competitors have XYZ, so we should, too.” </li></ul><ul><li>“ Every department needs equal representation.” </li></ul><ul><li>“ The CEO wants a community.” </li></ul><ul><li>“ This new widget is so cool.” </li></ul>
  60. <ul><li>Small websites are easier to </li></ul><ul><li>manage than big ones. </li></ul><ul><li>Since this is obvious, why don't </li></ul><ul><li>more sites choose to be smaller? </li></ul><ul><li>David Hobbs </li></ul><ul><li> WelchmanPierpoint </li></ul>“
  61. LESS CONTENT IS OFTEN… <ul><li>More user friendly </li></ul>
  62.  
  63.  
  64. LESS CONTENT IS OFTEN… <ul><li>More user friendly </li></ul><ul><li>Better quality </li></ul><ul><li>Cheaper to create </li></ul><ul><li>Easier to manage </li></ul>
  65. TO DO: MEASURE ALL CONTENT REQUESTS AGAINST BUSINESS GOALS.
  66. 8. ASSEMBLE THE CONTENT TEAM BEFORE THE WORK BEGINS.
  67. THE DREAM TEAM <ul><li>IA </li></ul><ul><li>SEO/Metadata </li></ul><ul><li>Brand </li></ul><ul><li>Writing/Multimedia </li></ul><ul><li>Design Rep </li></ul><ul><li>Technology Rep </li></ul><ul><li>Usability Rep </li></ul><ul><li>Legal Rep </li></ul>
  68. CREATION PROCESS ROLES <ul><li>Creator/Originator </li></ul><ul><li>Editor </li></ul><ul><li>Reviewer </li></ul><ul><li>Approver </li></ul><ul><li>Publisher </li></ul>
  69. TO DO: CREATE A RESOURCE/WORKFLOW PLAN
  70. 9. CONTENT NEEDS CARE AND FEEDING.
  71. I need constant attention!
  72.  
  73. TIME-SUCK TECHNOLOGIES <ul><li>Blogs </li></ul><ul><li>News feeds and newsletters </li></ul><ul><li>“ Product of the month” </li></ul><ul><li>Communities </li></ul>
  74. I’ve been ignored since 1999!
  75.  
  76.  
  77. TO DO: EDITORIAL CALENDAR
  78. Nobody likes me!
  79.  
  80. TO DO: CONTENT QUALITY ASSURANCE PLAN
  81. I’m incorrect or embarrassing!
  82.  
  83.  
  84. TO DO: SCHEDULE REGULAR AUDITS OF ALL CONTENT
  85. 10. BE PREPARED FOR CHANGE.
  86.  
  87. LIFE HAPPENS <ul><li>Brand and business goals change </li></ul><ul><li>Competitors up the ante </li></ul><ul><li>Measurement and audit results come in </li></ul><ul><li>Budgets or resources get cut </li></ul>
  88. TO DO: CREATE A GOVERNANCE PLAN AND COMMITTEE
  89. IN SUMMARY
  90. <ul><li>1. Treat content like a critical business asset. </li></ul><ul><li>Define real goals and success metrics. </li></ul><ul><li>2. Content needs dedicated oversight. </li></ul><ul><li>Assign a content advocate. </li></ul><ul><li>3. It’s never too early to think about content. </li></ul><ul><li>Invite your content advocate to your project kickoff meeting. </li></ul><ul><li>4. Understand your content’s environment. </li></ul><ul><li>Content factors analysis. </li></ul>
  91. <ul><li>5. Document your content ecosystem. </li></ul><ul><li>Create content maps and audits. </li></ul><ul><li>6. Don’t underestimate the content creation effort. </li></ul><ul><li>Create a detailed time and budget estimate. </li></ul><ul><li>7. Ask why. Start small. </li></ul><ul><li>Measure all content requests against business goals. </li></ul><ul><li>8. Assemble the content team before the work begins. </li></ul><ul><li>Create a resource/workflow plan. </li></ul>
  92. <ul><li>9. Content needs care and feeding. </li></ul><ul><li>Content quality assurance plan. </li></ul><ul><li>Schedule regular audits of all content. </li></ul><ul><li>10. Be prepared for change. </li></ul><ul><li>Create a governance plan and committee. </li></ul>
  93. THANKS. QUESTIONS? <ul><li>Melissa Rach </li></ul><ul><li>[email_address] </li></ul><ul><li>@melissarach </li></ul>

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