Why should agency account executives, managers, planners and the like care about content? Here's the business case for making content strategy a part of your agency's offerings.

1. Content as an Asset
Sara Wachter-Boettcher, Off Madison Ave
Back in the Black: April 28 – 29, 2011

2. WHY CONTENT?

3. Content is everywhere.

4. Content can be powerful.

5. Content entertains and engages.

6. Content educates and informs.

7. Content makes us buy.

8. Publishing is now the easy part.
Creative Commons / Valeriana Solaris

9. Perhaps too easy.

10. Content is complicated.
What do we do with…
• Too much content?
• Messy content?
• Bad content?

11. MAKING CONTENT WORK

12. Content strategy
helps us make smart business decisions by
planning for content that’s useful, usable,
compelling and findable.
It creates a system for how content should be
created, published, managed and maintained.

14. Content strategy defines
the content lifecycle.
Goals
Business objectives?
Content objectives?
Success metrics?
Governance Assets
Who approves? What do we have?
Who updates/manages? Where is it now?
Are we reaching goals? Is it any good?
Creation Audiences
What information? Who are we talking to?
What medium? Why should they care?
Resources? What do they want?
Editorial Plan
Messaging?
Voice, tone and style?
Where/when to publish?

15. Content marketing
creates and publishes content to attract and
engage with valuable, relevant information.
It drives action by building credibility and
loyalty between businesses and their target
audiences.

16. Content marketing
comes in many shapes.

17. The key is, “good content marketing
makes a person stop…read…think…
behave…differently.”
- Joe Pulizzi

18. Content promotion
includes syndication and social sharing of
content.
An extension of content marketing, promotion
is how relevant content reaches and acquires
audiences.

19. It’s about finding the right vehicle.
From FolksInPublic.com / via Chris Sietsema

20. CONTENT MEANS BUSINESS

21. It’s a content economy.
Customers trade their attention for your
clients’ content – if that content informs,
educates, inspires or entertains.
In this way, your clients can make their
content an asset…or a liability.

22. It’s an agency opportunity.
We’ve always
created content.
• Ad campaigns
• Brochures
• Press releases
• Media kits
• Corporate reports

23. You have the tools to recognize
and shape great content.
Your clients may not.

24. It’s your friend.
What’s in it for account managers? How about:
• Easier project management.
Clear content plans prevent last-minute scrambling.
• Projects that ship on time.
No more waiting for clients to “put their content together.”
• New uses for old skill sets.
Traditional copywriting, editorial or communications people
can learn this – and do it well.
• A new revenue source.
Content takes expertise. Get paid for yours.

25. BUYING IN

26. It’s already happening.
Who hires content strategists? These guys:

27. What role will you play?
Content strategy is a process, not a widget.
Be open to:
• Partnership between agency and client.
Fewer grand presentations; more honest discussions.
• A consultative relationship.
You don’t have to do it all – you’re often there to advise.
• Relying on internal experts.
Clients know their business better than you. Use them.

28. Find your fit.
If
you’re
good
at…
• You
might
explore…
• Editorial
Strategy:
Style
Guidelines
|
Publishing
Editorial
Process
Guidelines
|
Content
Calendars
|
Governance
CopywriAng/Content
• Content
Marke<ng:
White
Papers
|
Blogging
|
Email
Development
Content
|
Video
&
PodcasAng
• Website
Content
Strategy:
Audit
&
Analysis
|
UX
&
Web
Strategy
Content-­‐Focused
IA
|
Modeling
|
Metadata
Strategy
• Communica<ons
Strategy:
Audience
IdenAficaAon
|
PR
&
Brand
Comms.
Key
Message
Development
|
Messaging
Architecture
• Content
Promo<on:
Channel
RecommendaAons
|
SEO
or
Social
Media
SyndicaAon
Strategy
|
Content
OpAmizaAon

29. Thank You
Sara Wachter-Boettcher
saraw@offmadisonave.com
@sara_ann_marie