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Marketing and Strategy and Bears... oh my!
The document outlines the services and expertise of DCL, a company specializing in content conversion and management solutions for diverse industries. It highlights the roles and goals of various positions in content strategy, emphasizing the importance of collaboration and alignment with business objectives. The presentation also uses creative metaphors to describe the nature of content strategists and marketers within an organization.
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Marketing and Strategy and Bears... oh my!
- 1. Confidential & Proprietarywww.dclab.comwww.dclab.com Marketingand Strategy and Bears… oh my! Marli Mesibov, Content Strategist April 16, 2015
- 2. Confidential & Proprietarywww.dclab.com2 Valuable Content Transformed • Document Digitization • XML and HTML Conversion • eBook Production • Hosted Solutions • Big Data Automation • Conversion Management • Editorial Services • Harmonizer
- 3. Confidential & Proprietarywww.dclab.com3 Experience the DCL Difference DCL blends years of conversion experience with cutting-edge technology and the infrastructure to make the process easy and efficient. • World-Class Services • Leading-Edge Technology • Unparalleled Infrastructure • US-Based Management • Complex-Content Expertise • 24/7 Online Project Tracking • Automated Quality Control • Global Capabilities
- 4. Confidential & Proprietarywww.dclab.com WeServe a Very Broad Client Base . . . 4
- 5. Confidential & Proprietarywww.dclab.com5 . . . Spanning All Industries • Aerospace • Associations • Defense • Distribution • Education • Financial • Government • Libraries • Life Sciences • Manufacturing • Medical • Museums • Periodicals • Professional • Publishing • Reference • Research • Societies • Software • STM • Technology • Telecommunications • Universities • Utilities
- 6. Confidential & Proprietarywww.dclab.com Whoam I? 6 Boston-based content strategist Marli Mesibov @marsinthestars UX Practitioner UX UX UX
- 7. Confidential & Proprietarywww.dclab.com EverySymbol Means Something to Someone 7
- 8. Confidential & Proprietarywww.dclab.com What’sthis Symbol? 8
- 9. Confidential & Proprietarywww.dclab.com9 What’s this Symbol?
- 10. Confidential & Proprietarywww.dclab.com10 What’s this Symbol?
- 11. Confidential & Proprietarywww.dclab.com11 What’s this Symbol?
- 12. Confidential & Proprietarywww.dclab.com12 What’s this Symbol?
- 13. Confidential & Proprietarywww.dclab.com13 What’s this Symbol? Chef
- 14. Confidential & Proprietarywww.dclab.com14 Content strategist What’s this Symbol?
- 15.
- 16. Confidential & Proprietarywww.dclab.com Wesee content from inside the organization. Clients just see what comes out. 16
- 17. Confidential & Proprietarywww.dclab.com Onthe Inside 17
- 18. Confidential & Proprietarywww.dclab.com ContentMarketer 18 Goal: Market the company, bring in new customers. Tactics: Inbound and outbound marketing, including blog articles, white papers, SEO and SEM.
- 19. Confidential & Proprietarywww.dclab.com ContentStrategist 19 Goal: Support company objectives such as bringing in and retaining customers through consistently valuable, usable, findable content. Tactics: Style guides, editorial calendars, workflow and governance plans.
- 20. Confidential & Proprietarywww.dclab.com ContentManager 20 Goal: Ensure all content that gets produced is aligned with the marketing and strategy goals and is high quality. Tactics: Workflow and governance plans, and content management systems.
- 21. Confidential & Proprietarywww.dclab.com ContentOwner 21 Goal: Ensure content gets created and produced. Tactics: Internal reviews, “managing up” to the C- level, and coordinating content calendars. *at some companies, a content owner replaces a content manager.
- 22. Confidential & Proprietarywww.dclab.com ContentCreator 22 Goal: Create valuable, usable, findable content that aligns with the content owner’s and manager’s requests. Tactics: Brainstorming, internal reviews, outlines, storyboards, and sketches.
- 23. Confidential & Proprietarywww.dclab.com Onthe Outside 23
- 24. Confidential & Proprietarywww.dclab.com24 Actions speak louder than words. What we do is more important than what we call ourselves. @marsinthestars
- 25. Confidential & Proprietarywww.dclab.com Weare Vampires 25 • We feed off other people, and can’t live without them. • We need access to users, stakeholders, and designers so that we can suck their blood collaborate.
- 26. Confidential & Proprietarywww.dclab.com Weare Mirrors 26 • We reflect the business’s commitment. • A tiny budget and no time will be reflected in poor content.
- 27. Confidential & Proprietarywww.dclab.com Weare Puppies 27 • We have a lot of energy, and can accomplish amazing things. • But if you ignore us, we can’t promise you’ll like the direction we go.
- 28. Confidential & Proprietarywww.dclab.com Weare Flying Monkeys 28 • Once we understand your goals, we make things happen (like magic!). • We’ll capture your customers and bring them to you.
- 29. Confidential & Proprietarywww.dclab.com Weare Scientists 29 • We experiment, study, and draw conclusions based on research and metrics. • We make hypotheses, which need to be tested . Our work will change over time.
- 30. Confidential & Proprietarywww.dclab.com HowCan We Best Get Care for and Fed? 30 1. Ask for Blood Resources 2. Align our Goals with the Company’s 3. Present Theories and Explain Next Steps 4. Create Solutions
- 31. Confidential & Proprietarywww.dclab.com31 Q&A Marli Mesibov Content Strategist @marsinthestars www.marli.us
Editor's Notes
- #7 My name, content strategist Symbols represent something to each of us Some of our symbols are “universal”
- #8 Some symbols everyone agrees on. The alphabet, hieroglyphics.
- #9 Stop sign
- #10 B, or Bruins
- #11 Smiley face
- #12 Questioning, or confusion
- #14 Someone who cooks in a restaurant, and maybe wears a hat like the baby.
- #15 Everyone wants a great content strategy How can they foster this in the organization?
- #16 What’s a content strategist? Someone who creates content? Someone who owns content & is responsible for making it usable and valuable? Someone who creates the brand strategy and guidelines for content creators to follow?
- #18 - Content strategist, content manager, content marketer, content creator, content editor
- #19 Hubspot does content marketing all inbound Creating content (ads, white papers, ebooks) to market a brand, product, or company
- #20 This is what makes a content strategist. It doesn’t mean this person can’t also create content Does mean that a content creator who does not look at the big picture is NOT a content strategist
- #21 When is content produced Where is it produced When is it edited or archived Sometimes this is done by a project manager
- #22 Could be an exec Could be a strategist Could be a manager
- #23 Someone has to actually create the content!! This could be a whole team Often this is freelancers Clients struggle when they only get a creator and no one looking to the bigger picture, but this is the piece they KNOW they need!
- #24 No one knows about the personality inside We don’t know how hard this family works, or that they’ve broken 6 rakes, or that they have hired someone to clean up the yard who never showed We only know the grass is dying and the leaves haven’t been cleaned up
- #25 Clients care about our output, and once they like what we do, they’ll pay attention to who we say we are. In the meantime, what do we do?
- #26 Example: Motorolla, handed me the project but no one had “time” to connect with me, so my report was not useful. It identified the issues, but my solutions weren’t able to incorporate any personalized knowledge about their abilities to fix the issues.
- #27 Example: I was asked by a large law office if I could do the whole project in half the time. I almost said no, but then I realized they would just ask someone else. So instead I said yes, but I outlined for them what I could do in half the time: half the research, half the detail, and twice the assumptions.
- #28 Example: When I was 7, I wrote a short story about the jungle (we were supposed to write a non fiction). When I first got started, I didn’t know what questions to ask. I once spent two weeks building out solutions for a marketing department, before learning that (Fidelity) had already tried everything I was recommending. Now I’ve learned to ask first – and make sure the company makes time for conversations and interviews.
- #29 Wizard of Oz, wicked witch captures Dorothy and her friends. A solid content strategy incorporates metrics and goals, so that we can track how many customers were attracting, and see if we’re meeting our goals. Example: Delicious, epitome of a not-overseeing client. If you build it they will come? No. If you explain your goals, we’ll build a structure (and they will come).
- #30 We talk a lot about creating content as though it’s an art. We focus on quality, and empathy, and soft skills. Example: Carbonite started with Omnigraffle. We found the problems, and set concrete goals. It’s a science. We track metrics, and test ideas. We research We get hard numbers, which prove our case
- #31 We can ask for these things Connect everything back to the business’s needs Creating solutions is key