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Introduction to content strategy
The document is an introduction to content strategy, detailing its importance and the role of a content strategist in aligning business and user goals. It covers the definition of content strategy, examples of successful implementations, common challenges faced, and essential skills required for the role. Additionally, it provides insights into interviewing techniques and exercises for understanding client needs and audience consumption habits.
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Introduction to content strategy
- 1. Introduction to ContentStrategy
- 2.
- 3. David Dylan Thomas SeniorContent Strategist, EPAM @movie_pundit
- 4. Ask Early. AskOften.
- 5. What We’ll Learn •What Content Strategy Is • Why It’s Important • The kinds of problems a content strategist solves • How a content strategist solves those problems • How you might become a content strategist
- 6. What do youwant to do?
- 7. Why should youlearn about content strategy?
- 8.
- 9.
- 10. Demand Is High, SupplyIs Low
- 11. Freelance > FullTime
- 12. Content strategy isgaining ground on traditional marketing and SEO
- 13. Traditional marketing says,“You know what’s awesome? Our shoes!” Content strategy says, “You know what’s awesome? Running!”
- 14.
- 15. Most content strategistsdon’t know they’re content strategists (Many are ex-journalists)
- 16. A content strategist’sjob is to help a company think like a newspaper. A content strategist’s job is to help you make decisions about content.
- 17. Exercise: What iscontent? • Split up into groups • Come up with a working definition • Include 5 examples of what IS content and why • Include 5 examples of what is NOT content and why • 10 minutes
- 18.
- 19. What Is ContentStrategy?
- 20.
- 21. Instead of aproduct description… …they told a story
- 22. Original Price: $0.33 FinalPrice: $71.00
- 23. Original Price: $2.99 FinalPrice: $101.00
- 24. Original Price: $3.00 FinalPrice: $193.50
- 25. Content Strategy isthe planned use of content to achieve a goal.
- 26. • With SignificantObjects, the goal was to increase the value of ordinary items. • The strategy was to replace bland descriptions with colorful stories (by good writers). • The creators used content (stories) to achieve a goal (added value).
- 27. Casey Kasem Turned FinancialReports into Entertainment
- 28. “In this hourat #32 in the countdown, a song that’s been a hit 4 different times in 19 years! And we’re just one tune away from the singer with the $10,000 gold hubcaps on his car! Now, on with the countdown!”
- 29. What Is ContentStrategy? • Example: Weird Al – Business Goal: Weird Al wanted his new album to be successful – Challenge: He’s been out of the public eye for decades – Content: Music – Content Strategy: #8days8videos
- 30. Result: #1 oniTunes
- 31.
- 33.
- 34. This Is ContentStrategy
- 35. Exercise: Examples ofContent Strategy • In your group, based on the definition, come up with three examples of content strategy. • Two should show content strategy done well. • One should show content strategy done poorly. • 10 minutes
- 36.
- 37. All content strategiesrequire two things: • Goal • Audience The more you know about both, the better the strategy will be
- 38. Most content strategiestry to answer three questions: • What are the client’s goals? • What are the user’s goals? • How can content help the two intersect?
- 39. The Two MostCommon Content Strategy Problems • Help, I’ve got too much content! • Help, Amazon is killing me!
- 40. Typical Content Strategy Deliverables •Content Inventory • Content Audit • Gap Analysis • Content Migration/Mapping • Strategy Document
- 41. Less Typical ContentStrategy Deliverables • Contextual Inquiry • Stakeholder Interviews • On-Site Workshop
- 42.
- 43. Less Typical ContentStrategy Deliverables • Contextual Inquiry • Stakeholder Interviews • On-Site Workshop • Integrated Experience Strategy
- 44.
- 45. Less Typical ContentStrategy Deliverables • Contextual Inquiry • Stakeholder Interviews • On-Site Workshop • Integrated Experience Strategy • Governance Document
- 46. Governance • Assignment: Read“Responsive Design Won’t Fix Your Content Problem” by Karen McGrane • http://alistapart.com/column/responsive- design-wont-fix-your-content-problem
- 47. Case Study #1 •Legal Software Producer
- 48. Discovery • Contextual Inquiry •Competitive Analysis • Stakeholder Interviews
- 49. Coming Up withIdeas • On-Site Workshop • Conceptual Design
- 50. What is themost important skill a content strategist should have? The ability to listen.
- 51. Delivery • Integrated ExperienceStrategy
- 52. Result • 200% Increasein Sales
- 53. Case Study #2 •A big sports retailer
- 54. “We have agreat experience in-store but that’s not translating to online.”
- 55. The oldest contentstrategy in the world • Use content to make it clear you know a lot about something. • When people need that something, they’ll think of you.
- 56. About to becomethe oldest content strategy in the world • Personalization
- 57. You’re there tohelp your customer achieve a goal. Selling them shoes is just one part of that.
- 58.
- 59. CMS = ContentManagement System • (Until recently) they all suck.
- 60. (In the best-castscenario) you are part of a team.
- 61.
- 62. Delivery •Being in aroom with people •MVP •Wireframes •Comps (Copy) •Objective Matrix
- 63.
- 64. Building a ContentStrategy for Your Client • Learn about the client and their goals • Learn about the audience and their goals • Explore how content can align those goals
- 65. Interview Techniques • ContentDeep Dive – Why is your client creating content? • Stakeholder Interviews
- 66. Exercise: Establishing BusinessGoals • One person will represent GDI. • One person will interview. • One will take notes • Answer: – Is GDI creating content? – If so, why? – Fill in the blank: • GDI creates content in order to __________. • GDI members should arrive feeling ________ and leave feeling __________ . • 10 minutes
- 67.
- 68. Audience Interview Techniques •What are you looking for? – Consumption habits • Devices • Media (video, blogs) • How are they finding content? – Social component – Search component • Triggers for content – What do they value? – What do they want?
- 69. Exercise: Learn Aboutthe Audience • One person will represent audience. • One person will interview. • One will take notes • Answer: – Why do they come to GDI? – What do they hope to get out of it? – What role did content play in them finding out about it? – What types of content do they consume? – How? – On what devices? – When? • 10 minutes
- 70.
- 71. Content Strategy Format •Describe the current state • Describe your idea • Describe your tactics • Describe what the client needs to do to get there • Bonus: Describe how the client will know if the strategy is working
- 72. Exercise: Build aStrategy • Given what you now know about the client, their content, and their audience, come up with a plan that uses content to align business and user goals. • Come up with one user story that describes an example of this plan in action. • 15 min
- 73.
- 74. How to Geta Job
- 75.
- 76.
- 77. Thank you! David DylanThomas @movie_pundit dave@daviddylanthomas.com