Content Myths Debunked: Ten Ways of Thinking That Are Holding Back ...

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CONTENT MYTHS
DEBUNKED
Ten Ways of Thinking That Are
Holding Back Your Strategy
Brittney Dunkins,
Director of Content
Stra...

#CONVERGECONFAB

The Premise
As Content Strategists
WE ARE ALL
PUBLISHERS.
PLAN
PUBLISH
PRODUCE
PROMOTE
PRIORITIZE

PUBLISHING:
The business or profession of the
commercial production and
issuance of literature, information,
musical score...

Every time an
“end of journalism”
think piece is
published, a content
strategist gets her
wings.
2012:
The BEGINNING.

What I Thought My
Job Was.
What My Job
Actually Was.
CONTENT
STRATEGY

Big Data is not a strategy. It is just a lot of data. Automation is not a strategy. It is a
process done by machine. Hyper...

CONTENT STRATEGY
is the management of story.
CONTENT
is the shape of story.

THE “WOW FACTOR” WILL GET
YOU BUY IN.
Myth No. 1

Combat the MYTH.
Try the Pink Bow.
Get Influencer Buy-In First.
Define ROI Before Pitching
Decision-makers.

WE ALL AGREE ON WHAT THE
PROBLEM IS.
Myth No. 2

Use a Narrative to Explain the
Conflict.
Establish Discontent with the
Status Quo.
Combat the MYTH.

I DON’T NEED TO ENGAGE ALL
STAKEHOLDERS.
Myth No. 3

Give Stakeholders Specific Roles
and Boundaries.
Engage Difficult Stakeholders Early
and Often.
Combat the MYTH.

INNOVATE OR DIE.
Myth No. 4

Figure Out if Your Audience is
There. Test it on a Small Scale
Find and Sustain the Best-Fit
Content for Your Organization...

I HAVE TO SACRIFICE TIMELINESS
OR STRATEGY TO SUSTAIN MY
CONTENT.
Myth No. 5

Consider a Follow Up “Strategic
Piece” if You Miss Something.
Make a Plan For How You Will
Execute In-the-Moment Content.
...

WE KNOW OUR AUDIENCE BEST.
Myth No. 6

Let Them Tell the Story.
Take Their Pulse Regularly.
Combat the MYTH.

INCREASING OUR OUTPUT IS MORE
IMPORTANT THAN QUALITY AND
SUSTAINABILITY.
Myth No. 7

Hire Quality Content Creators.
Launch New Content Properties At
Appropriate Times.
Combat the MYTH.

WE NEED TO DO WHAT OUR
COMPETITORS ARE DOING.
Myth No. 8

Follow Your Audience Not Your
Competitors.
Choose What Messages You Can
Own.
Combat the MYTH.

MY IDEA IS BETTER THAN OUR IDEA.
Myth No. 9

The Jelly Bean Test.
Try the “Parking Lot”.
Combat the MYTH.

Recognize That Messaging and
Thematic Content Are Intertwined.
Translate Branding Across Your
Content.
Combat the MYTH.

WHERE DO THESE
MYTHS START?

My Ideas Don’t Hold Up
Our Competitors Will Outpace Us
My Audience Will Stop Listening
We Aren’t Creative
I Won’t Be Suppo...

Just Curious Jared
Greater Philadelphia Area
18-26
BANNER ADS - 1
SOCIALMEDIA ADS -1
BLOG POST A + 3
BLOG POST B + 3
WEBSI...

2. Story Mining
My Top Three
STRATEGIES.
Experiment with
classic story models.

TRANSFORMATION
A ZERO-WASTE
CAMPUS
MILESTONE
ATHLETICS
DIVERSITY &
INCLUSION
CORE NARRATIVE
STRATEGIC
INITATIVES
SUPPORTIN...

TRANSFORMATION
A TEAM OVERCOMING
A LOSING STREAK
THANKS TO DEEPER
COLLABORATION
ATHLETICS
DIVERSITY &
INCLUSION
CORE NARRA...

3. State Of The Union
Keep clean data.
Poll stakeholders.
Revisit and revise.
My Top Three
STRATEGIES.

The Key Is To Be Honest. Be
Honest & Don’t Play Yourself.
-DJ Khaled

THANK YOU.

@convergeorg
convergeconsulting.org
#convergeconfab
Follow
@brittneydunkins

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