Challenges, opportunities and tactics for the Content Strategist in Spain. Presented at Confab Europe 2014 (Barcelona).

1. HOWTOSELLCONTENTSTRATEGY…IN SPAIN
Fabrizio Ferri-Benedetti
@remoquete

2. SO YOUWANTTOBE A CONTENT STRATEGIST IN SPAIN? TELLME MORE…”
Warner Bros(1971)

6. =
?
Notquite

7. FACTS

8. 1. NO COUNTRY FORBIGCORPS
Small and mediumcompaniesmakefornearly99% of allbusinessesin Spain!

9. 2. 77% ARE NOTONLINE
But, accordingtothe“Marketing Digital y las PYME” study(QDQ Media), 98% consideronline presencetobe important

10. 3. THEY VALUE CONTENT
QDQ’sstudyalsorevealsthatmostSMEsvaluehavingdiversecontentand a goodCMS

11. 4. BUT THEY WANT IT CHEAP
Theresponsibleforcontentisalwaysthecustomer, unlesshe looks forkeywordstuffingtricks

12. 5. NO ONE SEEMSTO CARE
Online contentof mostSpanishSME iseithernon-existentorpoorlydone / outdated

13. 6. NOT EVEN BIG CORPS

17. WHO YOU GONNA CALL?

18. 7. IT’STHEUNSEENPROFESSION
Thereare almost8,000 profilesforCS in theUSA. In ES lessthan200, and no joboffers

19. 8. IT’STHEUNKNOWN DISCIPLINE
Nothingabout“estrategia de contenidos” or“content strategy” in Google Trends(Spain)

20. SO, YESSPAIN IS DIFFERENT

22. IT’S A GOOD PLACE FOR CS PIONEERS

23. HOW

24. THE SIX MASKS OF THE CONTENT STRATEGIST

25. 1. THE SMUGGLER
Slips Content Strategyintoa biggerpackageof web services, establishespactswithdesigners

26. BUILD A TROJAN HORSE

27. CONTENT STRATEGY IS YOUR SECRET INGREDIENT

28. 2. THE NINJA
Infiltratesand studiesthetarget company, identifiesresources, opportunities, hiddenallies

29. FIND YOUR INTERNAL ALLY

30. Really strive to understand the processes and culture of the organization. […] It’s important to speak their language and figure out where they’re coming from
—Karen McGrane

31. 3. THE PROFESSOR
EducatesaboutContent Strategyand itsbenefitsforthecompany, buildsawarenessand CS culture
Lucasfilm(1989)

32. EDUCATE FIRST,
SELL LATER
BUT NOT TOO LATE

33. Thinking that a CMS will solve your content issues is as naive as thinking that a fully equipped kitchen will cook for you.

34. 4. THE MAD SCIENTIST
Providesdramaticformulas and figures of savingsand earnings, shows a glimpseof thefuture
Universal (1985)

35. USE SMALL DATA

36. If people aren't questioning your price, it's probably too low. Give estimates early, estimate on time, price on value, aim for consumer surplus, & provide numbers in person.
—Melissa Rach
Our goal is to create business value. Businesses want to make money —period. Arguing that you are going to increase sales, is so much more valuable that you’re going to reduce costs
—Karen McGrane

37. 5. THEGANGSTA
Worriesthecustomerwithexamplesof badcontentand UX Makesanunrefusableoffer
PalettePictures(1989)

38. GO FOR DRAMA CASESUSE YOUTUBE IF NECESSARY

39. •“Thisdoesnotlook good” <awkwardsilence>
•“Content likethislowerstheROI in X%”
•“There’sso muchmore youcouldachieve…”

40. 6. THE SHRINK
Helpstocustomertocope withchangeand personalityissues, inspires top levelstakeholders
HBO (2008)

41. HIT THE WHY

42. People are not averse to quality content. They’re not opposed to happy users. They’re resistant to change.
—Rick Allen

43. ONE MORE THING…

44. Nothing will change if we don’t start to

45. SHARING IS CARING
Join the local meetups(not only the ones about CS)
Follow content strategists in Twitter, join the conversation
Focus on what your own experience can bring to the field
Break silos: mingle with designers, developers, translatorshttp://www.meetup.com/Content-Strategy-Barcelona/

46. GRACIAS
THANKS! GRACIAS!
@remoquete

47. SOURCES
Content strategychallengesand opportunitiesin Spain(Ferri-Benedetti, 2014)
How to sell content strategy in Germany(Meyer, 2013)
Content & Cash: the economics of content strategy(Rach, 2013)
Selling content strategy: Karen McGrane(King Gordon, 2011)
Selling sontent strategy, a continuous process(Allen, 2011)