One of our Digital Marketers, Desirae, attended Confab this year and brought back some content strategy knowledge bombs. She shared these with the team on June 19th, 2013 as part of an ongoing Lunch and Learn series.
The document discusses leveraging social media to address business and communication goals. It outlines three types of buyers - Jenny, a first time buyer who relies heavily on internet research; John, a second time buyer who uses both traditional and new media; and Angi, a third time buyer who prefers traditional media. It also discusses the role of agents and managers in using social media to engage different types of buyers and achieve business goals like increasing brand awareness and building relationships.
bv02 is a digital marketing agency formed in 2001 that provides strategy, creative, technical, and content development services. It has an award-winning team and follows a refined four-stage web development process. The document discusses bv02's services, team members, case study of work for Pythian, and technology platforms used. It concludes with recommendations for a sales and CRM tool, charity microsites, and improving search engine ranking.
Gave a talk at StartCon about the future of Growth. I touch on viral marketing / referral marketing, fake news and social media, and marketplaces. Finally, the slides go through future technology platforms and how things might evolve there.
The Six Highest Performing B2B Blog Post FormatsBarry Feldman
If your B2B blogging goals include earning social media shares and backlinks to boost your search rankings, this infographic lists the size best approaches.
1) The document discusses the opportunity for technology to improve organizational efficiency and transition economies into a "smart and clean world."
2) It argues that aggregate efficiency has stalled at around 22% for 30 years due to limitations of the Second Industrial Revolution, but that digitizing transport, energy, and communication through technologies like blockchain can help manage resources and increase efficiency.
3) Technologies like precision agriculture, cloud computing, robotics, and autonomous vehicles may allow for "dematerialization" and do more with fewer physical resources through effects like reduced waste and need for transportation/logistics infrastructure.
32 Ways a Digital Marketing Consultant Can Help Grow Your BusinessBarry Feldman
How can a digital marketing consultant help your business? In this resource we'll count the ways. 24 additional marketing resources are bundled for free.
Predicate | When Content Management Needs a Content StrategyBucket Holdings
1) Content strategy is becoming an important rising field that focuses on product development for content and sits at the intersection of content management and other disciplines like design.
2) Content strategy addresses longstanding problems with how content is managed on websites by taking a holistic lifecycle approach and establishing standards, processes and governance around content creation and publication.
3) Content strategy provides benefits for content management by ensuring content potential is realized through consistency, addressing organizational changes from new tools, and establishing measurement and long-term editorial planning.
The document discusses leveraging social media to address business and communication goals. It outlines three types of buyers - Jenny, a first time buyer who relies heavily on internet research; John, a second time buyer who uses both traditional and new media; and Angi, a third time buyer who prefers traditional media. It also discusses the role of agents and managers in using social media to engage different types of buyers and achieve business goals like increasing brand awareness and building relationships.
bv02 is a digital marketing agency formed in 2001 that provides strategy, creative, technical, and content development services. It has an award-winning team and follows a refined four-stage web development process. The document discusses bv02's services, team members, case study of work for Pythian, and technology platforms used. It concludes with recommendations for a sales and CRM tool, charity microsites, and improving search engine ranking.
Gave a talk at StartCon about the future of Growth. I touch on viral marketing / referral marketing, fake news and social media, and marketplaces. Finally, the slides go through future technology platforms and how things might evolve there.
The Six Highest Performing B2B Blog Post FormatsBarry Feldman
If your B2B blogging goals include earning social media shares and backlinks to boost your search rankings, this infographic lists the size best approaches.
1) The document discusses the opportunity for technology to improve organizational efficiency and transition economies into a "smart and clean world."
2) It argues that aggregate efficiency has stalled at around 22% for 30 years due to limitations of the Second Industrial Revolution, but that digitizing transport, energy, and communication through technologies like blockchain can help manage resources and increase efficiency.
3) Technologies like precision agriculture, cloud computing, robotics, and autonomous vehicles may allow for "dematerialization" and do more with fewer physical resources through effects like reduced waste and need for transportation/logistics infrastructure.
32 Ways a Digital Marketing Consultant Can Help Grow Your BusinessBarry Feldman
How can a digital marketing consultant help your business? In this resource we'll count the ways. 24 additional marketing resources are bundled for free.
Predicate | When Content Management Needs a Content StrategyBucket Holdings
1) Content strategy is becoming an important rising field that focuses on product development for content and sits at the intersection of content management and other disciplines like design.
2) Content strategy addresses longstanding problems with how content is managed on websites by taking a holistic lifecycle approach and establishing standards, processes and governance around content creation and publication.
3) Content strategy provides benefits for content management by ensuring content potential is realized through consistency, addressing organizational changes from new tools, and establishing measurement and long-term editorial planning.
Building Your Agency's Content Strategy PracticeJeff Eaton
The document discusses content strategy and how it can benefit projects. It provides examples of how a content strategy was implemented for two clients, MSNBC and the NAMM Foundation. For MSNBC, the strategy involved understanding existing content, developing content models, and clear workflows to inform parallel design and development. For the NAMM Foundation, workshops were used to understand brand and audience, and inventory, mapping, modeling and responsive design were applied to improve their outdated site. The document emphasizes that using content strategy tools can make projects more successful by focusing on understanding needs and iterating solutions.
How to future proof your business content-cms expo 2013Sarah Beckley
This document outlines strategies for creating future-proof business content. It discusses how interfaces are changing with the rise of mobile and tablets. It advocates using standards like XML and schemas to structure content semantically so it can be reused across different formats. The document recommends building an adaptive content strategy that focuses on reuse, responsive design, and social engagement. The goal is to create content that is findable, nimble and agnostic of any single technology by following best practices in areas like metadata, tagging, and change management.
Predicate | Our Capabilities: The Predicate Approach to Content StrategyBucket Holdings
This document provides an introduction and overview of content strategy. It discusses how content strategy has evolved from a body of knowledge to a full methodology. It outlines the typical components of a content strategy, including auditing existing content, developing a content plan and strategy, building content specifications and templates, and growing content over time through an editorial calendar, style guide, and ongoing development. The document emphasizes that content strategy is about planning for the effective creation, publication, and governance of content. It is meant to help organizations better manage their content and publishing efforts.
Masterclass on the integration of service design and content strategy given at the Service Design Global Conference 2016 in Amsterdam.
Learn how to apply content strategy to customer journeys, enriching one of the best-known service design deliverables with critically important new layers.
This document provides an overview of how to future-proof content. It discusses trends in how content is being consumed today on mobile devices and scrolling interfaces. It also looks at what the future may bring, such as more content bots, adaptive content, and new formats. The document recommends planning for the future by having a content strategy, standards, structure, schemas, consideration of size, and socializing any new models. It provides examples from the BBC and Microsoft of implementing these recommendations. The document concludes by suggesting books and resources on related topics.
Predicate | Audit, Plan, Build, Grow: A Methodology for Content StrategyBucket Holdings
This document outlines a methodology for content strategy consisting of four phases:
1. Audit - Discovery and diagnostics through a content audit and inventory to scope the strategy.
2. Plan - Developing the content strategy through a migration plan, metadata schema, and other elements.
3. Build - Implementing the details through a content specification, copy deck, and other technical development.
4. Grow - Ongoing content delivery and management through an editorial calendar, style guide, and content production.
The methodology is intended to provide consistency while allowing for flexibility, and focuses on both launching and sustaining high-quality web content over time.
The document discusses planning web content by identifying reusable content pieces rather than focusing on pages. It provides examples of how different organizations and projects can break up their content into smaller reusable objects like articles, recipes, data visualizations, episodes, and questions. This approach allows the content to be more easily assembled and reorganized to meet changing needs and support different devices. The document encourages considering these reusable content pieces before designing pages and explains that this type of planning is important for both large and small teams or businesses.
Presented by Jeff Eaton at the Now What? Conference on April 24, 2014.
Communicating your organization’s messages effectively can be an overwhelming challenge in an age of mobile browsing, social sharing, and endlessly multiplying “engagement” tools. By moving beyond the “one post, one page” view of your content, you can make better use of your organization’s resources, simplify your own work, and plan more effectively for the future. We’ll look at three companies (some large, some small) who’ve taken this step and help you discover, document, and develop your company’s unique “content language.
This document discusses content strategy as a methodology rather than a practice. It proposes that content strategy involves common elements of having a body of tactics for working with content, establishing measurable goals and strategic initiatives, and making decisions with a user-centered focus through interdisciplinary collaboration. Describing content strategy this way provides implications for how different roles can apply a content strategy methodology to their specific practices in a consistent yet tailored way. It also discusses how this perspective on content strategy as a methodology can help with hiring, project scoping, and advocating the value of content-related work.
Predicate | The Elements of Editorial StrategyBucket Holdings
This document introduces the concept of editorial strategy as a way to develop editorial content as a product. It discusses how content strategy has evolved from publishing and the need to treat editorial content as an asset. The value of editorial content fluctuates but curation remains important. Editorial strategy uses three tools - a style guide, editorial calendar, and product strategy - to plan and manage content after launch. It provides an example of how editorial strategy helped a real estate site engage audiences with hyperlocal editorial content products.
Kristina Halvorson defines content strategy as planning for the creation, delivery, and governance of useful, usable content. She discusses how content strategy has evolved since she first wrote about it in 2009. Content strategy involves considering substance, structure, workflow, and governance of content. It defines what efforts will be focused on and sets boundaries for what will and will not be done. A content strategy is the path to meeting goals and priorities what content initiatives will and will not be pursued. The content strategy process involves assessment, analysis, architecture, implementation, and maintenance.
Content Methodology: A Best Practices Report (Webinar)contently
This document provides an overview of content methodology best practices. It defines content methodology as establishing objectives, KPIs, and a culture of continuous learning and iteration. An effective methodology focuses on connecting with audiences, creating optimal content, and optimizing processes. It also discusses why a methodology is needed due to the competitive landscape, proliferation of channels, and opportunities for improvement. Components of an effective methodology include defining objectives and KPIs, audience analysis, identifying opportunities, and evaluating resources. The document concludes with recommendations around creating a content plan, testing and optimizing content over 90 days.
This document summarizes a workshop on content strategy given by James Callan. The workshop introduced content strategy and discussed key concepts like the content inventory and audit. It was explained that content strategy involves evaluating existing content, designing new content, and executing an ongoing content plan. Various tools for content strategy were also outlined, including message architecture, editorial style guides, templates, and editorial calendars. The workshop emphasized that content strategy is a long-term process focused on creating and maintaining useful, usable content over time.
The document discusses developing findability standards for web, intranet, and applications at Harvard University. It outlines the need for standards to address problems with multiple search tools, user interfaces, and a lack of optimization. The presenter describes creating draft standards in areas like analytics, user interfaces, search engines, content, content creators, and management. These standards would then be validated and tuned by implementing them in projects undergoing redesigns.
Content Methodology: A New Model for Content MarketingRebecca Lieb
For many organizations, content marketing is at a crossroads. If you’re concerned that your organization’s content marketing isn’t as effective as it could be, this webinar is for you.
This presentation reveals why leading organizations are adopting a content methodology, a process to continuously improve the effectiveness of a company’s content across the enterprise.
A content methodology exists when an organization establishes specific, well-defined objectives and key performance indicators (KPIs) for content marketing, and embraces a culture of constantly learning and iterating through each round of publishing.
Webinar presented on May 11, 2016 with Contently and the American Marketing Assn. (AMA)
Defining Our Profession, Defining Ourselves at CSForum14Margot Bloomstein
Content strategy is continuing to evolve as a discipline. Our evolution makes sense: we work with evolving technologies to enable communication in platforms and channels that didn't even exist when we first started using the term. But as our discipline evolves, so too do the strengths individual practitioners offer and our clients expect, all under the label "content strategy." Is that a problem, or an opportunity? Can we grapple with our terminology to broaden the profession without losing its relevance? We do so much research, monitor, and understand our users. Now, let's draw on similar data about ourselves. Together, let's explore how we grow and promote our capabilities and the many ways we can help our colleagues, collaborators, and clients.
Presented at Content Strategy Forum, #csforum14, in Frankfurt, Germany, on July 2, 2014.
The document discusses the importance of content strategy for websites and digital projects. It defines content strategy as organizing and planning communication to meet specific objectives. It states that content strategy is essential for interface planning, social media, blogging, and ongoing website management. It warns of issues that can occur when content is not planned strategically, such as content delay syndrome and website bolt-on syndrome. Finally, it advocates for making great content a priority in order to create experiences that matter for users.
Elena Melendy - Content strategy as an experience designStas Kremnev
This document provides an overview of content strategy as a discipline, including:
- Content strategy has grown significantly as a field in the past 5 years, with high demand for skilled content strategists.
- Content strategy involves various roles and methodologies for managing content through its lifecycle and across channels.
- It lists many books, articles, blogs, and events focused on content strategy that provide guidance and thought leadership in the field.
The energy of content: harnessing its power using strategy Kate Thomas
The document discusses content strategy and how content can be thought of as a type of energy. It describes how content was simpler prior to widespread mobile use but is now more complex and energetic. Content strategists help harness this energy through planning, developing systems and frameworks, and ensuring appropriate resources and technologies are in place. They provide strategic guidance to inform all subsequent work involving content.
This is a preview version of the Content Modelling Workshop that I've co-written with Cleve Gibbon. So far we've given this workshop in Cape Town and Minneapolis. Coming soon to Helsinki, and hopefully elsewhere. This deck introduces the ideas and methodologies of content modelling. It's a subset of the slides for the workshop. The full workshop also includes more information on structured content, benefits of content modelling, many group exercises and discussions, and tips on how to putting these practices to work in real projects.
How to Implement a Strategy: Transform Your Strategy with BSC Designer's Comp...Aleksey Savkin
The Strategy Implementation System offers a structured approach to translating stakeholder needs into actionable strategies using high-level and low-level scorecards. It involves stakeholder analysis, strategy decomposition, adoption of strategic frameworks like Balanced Scorecard or OKR, and alignment of goals, initiatives, and KPIs.
Key Components:
- Stakeholder Analysis
- Strategy Decomposition
- Adoption of Business Frameworks
- Goal Setting
- Initiatives and Action Plans
- KPIs and Performance Metrics
- Learning and Adaptation
- Alignment and Cascading of Scorecards
Benefits:
- Systematic strategy formulation and execution.
- Framework flexibility and automation.
- Enhanced alignment and strategic focus across the organization.
Anny Serafina Love - Letter of Recommendation by Kellen Harkins, MS.AnnySerafinaLove
This letter, written by Kellen Harkins, Course Director at Full Sail University, commends Anny Love's exemplary performance in the Video Sharing Platforms class. It highlights her dedication, willingness to challenge herself, and exceptional skills in production, editing, and marketing across various video platforms like YouTube, TikTok, and Instagram.
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Building Your Agency's Content Strategy PracticeJeff Eaton
The document discusses content strategy and how it can benefit projects. It provides examples of how a content strategy was implemented for two clients, MSNBC and the NAMM Foundation. For MSNBC, the strategy involved understanding existing content, developing content models, and clear workflows to inform parallel design and development. For the NAMM Foundation, workshops were used to understand brand and audience, and inventory, mapping, modeling and responsive design were applied to improve their outdated site. The document emphasizes that using content strategy tools can make projects more successful by focusing on understanding needs and iterating solutions.
How to future proof your business content-cms expo 2013Sarah Beckley
This document outlines strategies for creating future-proof business content. It discusses how interfaces are changing with the rise of mobile and tablets. It advocates using standards like XML and schemas to structure content semantically so it can be reused across different formats. The document recommends building an adaptive content strategy that focuses on reuse, responsive design, and social engagement. The goal is to create content that is findable, nimble and agnostic of any single technology by following best practices in areas like metadata, tagging, and change management.
Predicate | Our Capabilities: The Predicate Approach to Content StrategyBucket Holdings
This document provides an introduction and overview of content strategy. It discusses how content strategy has evolved from a body of knowledge to a full methodology. It outlines the typical components of a content strategy, including auditing existing content, developing a content plan and strategy, building content specifications and templates, and growing content over time through an editorial calendar, style guide, and ongoing development. The document emphasizes that content strategy is about planning for the effective creation, publication, and governance of content. It is meant to help organizations better manage their content and publishing efforts.
Masterclass on the integration of service design and content strategy given at the Service Design Global Conference 2016 in Amsterdam.
Learn how to apply content strategy to customer journeys, enriching one of the best-known service design deliverables with critically important new layers.
This document provides an overview of how to future-proof content. It discusses trends in how content is being consumed today on mobile devices and scrolling interfaces. It also looks at what the future may bring, such as more content bots, adaptive content, and new formats. The document recommends planning for the future by having a content strategy, standards, structure, schemas, consideration of size, and socializing any new models. It provides examples from the BBC and Microsoft of implementing these recommendations. The document concludes by suggesting books and resources on related topics.
Predicate | Audit, Plan, Build, Grow: A Methodology for Content StrategyBucket Holdings
This document outlines a methodology for content strategy consisting of four phases:
1. Audit - Discovery and diagnostics through a content audit and inventory to scope the strategy.
2. Plan - Developing the content strategy through a migration plan, metadata schema, and other elements.
3. Build - Implementing the details through a content specification, copy deck, and other technical development.
4. Grow - Ongoing content delivery and management through an editorial calendar, style guide, and content production.
The methodology is intended to provide consistency while allowing for flexibility, and focuses on both launching and sustaining high-quality web content over time.
The document discusses planning web content by identifying reusable content pieces rather than focusing on pages. It provides examples of how different organizations and projects can break up their content into smaller reusable objects like articles, recipes, data visualizations, episodes, and questions. This approach allows the content to be more easily assembled and reorganized to meet changing needs and support different devices. The document encourages considering these reusable content pieces before designing pages and explains that this type of planning is important for both large and small teams or businesses.
Presented by Jeff Eaton at the Now What? Conference on April 24, 2014.
Communicating your organization’s messages effectively can be an overwhelming challenge in an age of mobile browsing, social sharing, and endlessly multiplying “engagement” tools. By moving beyond the “one post, one page” view of your content, you can make better use of your organization’s resources, simplify your own work, and plan more effectively for the future. We’ll look at three companies (some large, some small) who’ve taken this step and help you discover, document, and develop your company’s unique “content language.
This document discusses content strategy as a methodology rather than a practice. It proposes that content strategy involves common elements of having a body of tactics for working with content, establishing measurable goals and strategic initiatives, and making decisions with a user-centered focus through interdisciplinary collaboration. Describing content strategy this way provides implications for how different roles can apply a content strategy methodology to their specific practices in a consistent yet tailored way. It also discusses how this perspective on content strategy as a methodology can help with hiring, project scoping, and advocating the value of content-related work.
Predicate | The Elements of Editorial StrategyBucket Holdings
This document introduces the concept of editorial strategy as a way to develop editorial content as a product. It discusses how content strategy has evolved from publishing and the need to treat editorial content as an asset. The value of editorial content fluctuates but curation remains important. Editorial strategy uses three tools - a style guide, editorial calendar, and product strategy - to plan and manage content after launch. It provides an example of how editorial strategy helped a real estate site engage audiences with hyperlocal editorial content products.
Kristina Halvorson defines content strategy as planning for the creation, delivery, and governance of useful, usable content. She discusses how content strategy has evolved since she first wrote about it in 2009. Content strategy involves considering substance, structure, workflow, and governance of content. It defines what efforts will be focused on and sets boundaries for what will and will not be done. A content strategy is the path to meeting goals and priorities what content initiatives will and will not be pursued. The content strategy process involves assessment, analysis, architecture, implementation, and maintenance.
Content Methodology: A Best Practices Report (Webinar)contently
This document provides an overview of content methodology best practices. It defines content methodology as establishing objectives, KPIs, and a culture of continuous learning and iteration. An effective methodology focuses on connecting with audiences, creating optimal content, and optimizing processes. It also discusses why a methodology is needed due to the competitive landscape, proliferation of channels, and opportunities for improvement. Components of an effective methodology include defining objectives and KPIs, audience analysis, identifying opportunities, and evaluating resources. The document concludes with recommendations around creating a content plan, testing and optimizing content over 90 days.
This document summarizes a workshop on content strategy given by James Callan. The workshop introduced content strategy and discussed key concepts like the content inventory and audit. It was explained that content strategy involves evaluating existing content, designing new content, and executing an ongoing content plan. Various tools for content strategy were also outlined, including message architecture, editorial style guides, templates, and editorial calendars. The workshop emphasized that content strategy is a long-term process focused on creating and maintaining useful, usable content over time.
The document discusses developing findability standards for web, intranet, and applications at Harvard University. It outlines the need for standards to address problems with multiple search tools, user interfaces, and a lack of optimization. The presenter describes creating draft standards in areas like analytics, user interfaces, search engines, content, content creators, and management. These standards would then be validated and tuned by implementing them in projects undergoing redesigns.
Content Methodology: A New Model for Content MarketingRebecca Lieb
For many organizations, content marketing is at a crossroads. If you’re concerned that your organization’s content marketing isn’t as effective as it could be, this webinar is for you.
This presentation reveals why leading organizations are adopting a content methodology, a process to continuously improve the effectiveness of a company’s content across the enterprise.
A content methodology exists when an organization establishes specific, well-defined objectives and key performance indicators (KPIs) for content marketing, and embraces a culture of constantly learning and iterating through each round of publishing.
Webinar presented on May 11, 2016 with Contently and the American Marketing Assn. (AMA)
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Content strategy is continuing to evolve as a discipline. Our evolution makes sense: we work with evolving technologies to enable communication in platforms and channels that didn't even exist when we first started using the term. But as our discipline evolves, so too do the strengths individual practitioners offer and our clients expect, all under the label "content strategy." Is that a problem, or an opportunity? Can we grapple with our terminology to broaden the profession without losing its relevance? We do so much research, monitor, and understand our users. Now, let's draw on similar data about ourselves. Together, let's explore how we grow and promote our capabilities and the many ways we can help our colleagues, collaborators, and clients.
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The document discusses the importance of content strategy for websites and digital projects. It defines content strategy as organizing and planning communication to meet specific objectives. It states that content strategy is essential for interface planning, social media, blogging, and ongoing website management. It warns of issues that can occur when content is not planned strategically, such as content delay syndrome and website bolt-on syndrome. Finally, it advocates for making great content a priority in order to create experiences that matter for users.
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This document provides an overview of content strategy as a discipline, including:
- Content strategy has grown significantly as a field in the past 5 years, with high demand for skilled content strategists.
- Content strategy involves various roles and methodologies for managing content through its lifecycle and across channels.
- It lists many books, articles, blogs, and events focused on content strategy that provide guidance and thought leadership in the field.
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The document discusses content strategy and how content can be thought of as a type of energy. It describes how content was simpler prior to widespread mobile use but is now more complex and energetic. Content strategists help harness this energy through planning, developing systems and frameworks, and ensuring appropriate resources and technologies are in place. They provide strategic guidance to inform all subsequent work involving content.
This is a preview version of the Content Modelling Workshop that I've co-written with Cleve Gibbon. So far we've given this workshop in Cape Town and Minneapolis. Coming soon to Helsinki, and hopefully elsewhere. This deck introduces the ideas and methodologies of content modelling. It's a subset of the slides for the workshop. The full workshop also includes more information on structured content, benefits of content modelling, many group exercises and discussions, and tips on how to putting these practices to work in real projects.
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Key Components:
- Stakeholder Analysis
- Strategy Decomposition
- Adoption of Business Frameworks
- Goal Setting
- Initiatives and Action Plans
- KPIs and Performance Metrics
- Learning and Adaptation
- Alignment and Cascading of Scorecards
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- Framework flexibility and automation.
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4. Content Strategy is...
4
“Planning for the creation, delivery, and governance
of useful, usable content.”
- Kristina Halvorsen, Brain Traffic
5. Content Strategists...
5
“...use words and data to create unambiguous
content that supports meaningful, interactive
experiences.”
-Rachel Lovinger, Razorfish
12. Telling stories with data
12
• A metric that won’t
change the way you
behave is a bad metric.
- Ben Yoscovitz
(@byosko)
Slideshow:
h,p://slidesha.re/19EMyX3
17. What kind of interesting is this?
17
• This is another type of
qualitative audit we can
deliver for clients.
Slideshow:
h,p://slidesha.re/13XY2QU
18. What kind of interesting is this?
18
• REI, outdoor adventure company (like MEC)
Slideshow:
h,p://slidesha.re/13XY2QU
19. What kind of interesting is this?
19
• Red Bull
Slideshow:
h,p://slidesha.re/13XY2QU
20. What kind of interesting is this?
20
• Government? Crown corporation? University?
Slideshow:
h,p://slidesha.re/13XY2QU
21. Zombies: the future of content
21
Zombies: the new
devices that will come
out in the next ten
years, that our content
will need to work on.
Karen
McGrane’s
keynote
(not
publicly
available)
22. Zombies: the future of content
22
• Structured content
• Metadata
• No more WYSIWYG! (http://bit.ly/13QhmkC)
• Maybe a WYSISMUC approach? (http://bit.ly/12GWhuA)
Bottom line: content authors and CMS interfaces will
both have to adapt to the new normal.
Karen
McGrane’s
keynote
(not
publicly
available)
23. Content is political
23
Changing content is a
people process.
It’s all about change
management.
Look at this stock photo. That’s the level of
corporate we’re talking about. Smiling people
clapping at a bar graph.
Slideshow:
h,p://slidesha.re/14gp2LZ
25. What can we do more of?
25
• Content audits
• Qualitative
• Quantitative
• Content gap analysis
• Content recommendations tied to business goals
• Strategy guidelines for workflow, governance, marketing, etc.