Content Strategy: What's In It For You? at CS NYC
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Are you trying to get approval on your comps, save budget, govern the tone of your client's Tweets, or manage a project that--gasp!--includes content? No matter your role, bringing a content strategist on to your team can help--without bloating the budget! Here's how to make the case for content strategy. Presented by Margot Bloomstein (@mbloomstein) at Content Strategy New York City, February 11, 2010.
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Content Strategy: What's In It For You? at CS NYC
- 1. 1 Content strategy: what’s in it for you? Margot Bloomstein Content Strategy New York City February 11, 2010 #CSNYC
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- 4. 4 Now, let’s talk about you!
- 6. 6 ©Skillset.org Deliver on time Stay in budget Give users what they need Please our clients (and ourselves)
- 7. 7 ©Skillset.org Deliver on time Stay in budget Give users what they need Please our clients (and ourselves) Minimize revisions Rally everyone around a vision Build a cohesive experience
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- 11. 11 Planning for the creation, aggregation, delivery, and governance of useful, usable, and appropriate content in an experience. What is content strategy?
- 12. 12 Anticipating and taking care of the core of most projects that you know—you know— would just bog things down like normal, and you know you’ll benefit from it anyhow. What is content strategy?
- 13. 13 Yes, you want this.
- 14. 14 Empathizing with designers How do you visualize abstract concepts without concrete terms?
- 15. 15 Empathizing with designers How do you visualize abstract concepts without concrete terms? Make us look hip!
- 16. 16 Empathizing with designers How do you visualize abstract concepts without concrete terms? We need to look traditional… not conservative. Make us look hip!
- 17. 17 Empathizing with designers How do you visualize abstract concepts without concrete terms? We need to look traditional… not conservative. Make us look hip! More. Like. Apple.
- 21. 21 More like Apple’s “message architecture” Confident but approachable; an accessible market leader Simple Minimal detail with streamlined, unfussy ID Inviting, friendly, supportive but not fawning
- 22. 22 Question: How do you visualize abstract concepts without concrete terms? Answer: Start with a message architecture of prioritized brand attributes.
- 23. 23 Brand-oriented content strategy can save time and the design budget
- 24. 24 Brand-oriented content strategy can save time and the design budget • Prioritize key messages • Rally around understood, commonly defined terms
- 25. 25 Brand-oriented content strategy can save time and the design budget • Use real copy for more unified concepts • Get it right in fewer rounds of revision
- 26. 26 Budget? Fewer rounds of creative revision more than pay for content strategy-driven concepting— especially if your client communicates in words, not images.
- 27. 27 FACT! Words (and Word) are cheaper than Photoshop comps
- 28. 28 Content strategy helps designers offer their clients predictability.
- 29. 29 Predictability for them • Plan for photo shoots • Anticipate content types • Research case studies • Gather testimonials • Write to exact specs for keywords & character counts
- 30. 30 Predictability for you • Plan for specific content types and exact character counts • Anticipate user-generated content length and structure • Create more interesting templates
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- 33. 33 Empathizing with IAs & PMs How do you plan for the future if you don’t know what you currently have— or what you need?
- 34. 34 What do we have? ©http://www.flickr.com/photos/ojaipatrick/142901730/
- 35. 35 Is it still good?
- 36. 36 Do we even need it?
- 37. 37 How will we get more?
- 38. 38 Do folks even like it?
- 39. 39 Empathizing with IAs & PMs How do you budget by page count if you don’t know how many pages you need in order to express key points or complete key interactions?
- 40. 40 Thorough strategy demands a quantitative and qualitative content audit
- 41. 41 Thorough strategy demands a quantitative and qualitative content audit • Conduct a head count • Check for parity in length and consistency in structure
- 42. 42 Is the content relevant, current, & accurate?
- 43. 43 Content strategy informs a more thorough, comprehensive sitemap and wireframes and more brand- appropriate nomenclature and calls to action.
- 44. 44 Content strategy drives a more useful gap analysis against the new message architecture. (what do we need, anyhow?)
- 45. 45 Content strategy drives opportunity: identify new content types and help your client prepare for them, research case studies, gather testimonials, interview customers, etc.
- 46. 46 Budget? Sell your client on not wasting their money. They invested in a new look because they needed to say something new, right?
- 47. 47 But wait! They already have writers in the marketing department!
- 48. 48 Writing is only one tactical part of content strategy. It doesn’t raise the big strategic questions. Internal resources also don’t offer a neutral, outside perspective.
- 49. 49 Empathizing with SEO folks How do you write meta and ad copy when the copy for fulfillment and landing pages keeps changing?
- 50. 50 And where should the user experience begin?
- 51. 51 Content strategy can help SEO specialists deliver higher conversions.
- 52. 52 Content strategy can help SEO specialists deliver higher conversions. • Map ad copy to evolving communication goals in the message architecture
- 53. 53 Content strategy can help SEO specialists deliver higher conversions. • Translate page titles and descriptions for tone, not just keywords, to fulfill brand promise
- 54. 54 Empathizing with SM strategists How do you get your client to stop talking about themselves and genuinely engage? And what’s an editorial calendar anyway?
- 55. 55 Most organizations are determined to talk about themselves instead of interacting with audiences or creating two-way content. —Jeff Cutler
- 56. 56 Content strategy can help social media strategists prioritize the tenets of a message architecture to ensure consistency, even in tweets.
- 57. 57 Content strategy Informs editorial style guidelines to support writers with a consistent voice and professional multi-channel presence.
- 58. 58 Content strategy can help you develop an editorial calendar with workflow to plan, create, and expire content.
- 59. 59 Why do this?
- 61. 61 Why should they care? • More air-tight solutions • Save time, budget, and energy on iteration • More comprehensive, cohesive user experiences • Higher conversions
- 62. 62 Why do this? • Get to “yes” more quickly • Happier communication, happier clients, happier teams, and happier users!
- 63. 63 Additional resources • Twitter: #contentstrategy • SXSW Content Strategy workshop track • LinkedIn Content Strategy group (600+) • ContentStrategy.com Google Group • Content Strategy knol
- 64. 64 Margot Bloomstein Twitter: @mbloomstein mbloomstein@yahoo.com Feedback SpeakerRate © 2010 Appropriate, Inc. All logos and pictures are property of their respective owners. No cookies were “harmed” in the making of this presentation.