Introduction to content strategy
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An introductory course to content strategy taught for Girl Develop It Philadelphia chapter on May 5th and 7th, 2015.
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Introduction to content strategy
- 1. Introduction to Content Strategy
- 3. David Dylan Thomas Senior Content Strategist, EPAM @movie_pundit
- 4. Ask Early. Ask Often.
- 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 you want to do?
- 7. Why should you learn about content strategy?
- 10. Demand Is High, Supply Is Low
- 11. Freelance > Full Time
- 12. Content strategy is gaining 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. Also, it’s fun!
- 15. Most content strategists don’t know they’re content strategists (Many are ex-journalists)
- 16. A content strategist’s job 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 is content? • 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. Discussion
- 19. What Is Content Strategy?
- 21. Instead of a product description… …they told a story
- 22. Original Price: $0.33 Final Price: $71.00
- 23. Original Price: $2.99 Final Price: $101.00
- 24. Original Price: $3.00 Final Price: $193.50
- 25. Content Strategy is the planned use of content to achieve a goal.
- 26. • With Significant Objects, 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 Financial Reports into Entertainment
- 28. “In this hour at #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 Content Strategy? • 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 on iTunes
- 31. Nonprofit Goals
- 33. This Is Content
- 34. This Is Content Strategy
- 35. Exercise: Examples of Content 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. Discussion
- 37. All content strategies require two things: • Goal • Audience The more you know about both, the better the strategy will be
- 38. Most content strategies try 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 Most Common 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 Content Strategy Deliverables • Contextual Inquiry • Stakeholder Interviews • On-Site Workshop
- 42. Content Workshop
- 43. Less Typical Content Strategy Deliverables • Contextual Inquiry • Stakeholder Interviews • On-Site Workshop • Integrated Experience Strategy
- 45. Less Typical Content Strategy 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 with Ideas • On-Site Workshop • Conceptual Design
- 50. What is the most important skill a content strategist should have? The ability to listen.
- 51. Delivery • Integrated Experience Strategy
- 52. Result • 200% Increase in Sales
- 53. Case Study #2 • A big sports retailer
- 54. “We have a great experience in-store but that’s not translating to online.”
- 55. The oldest content strategy 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 become the oldest content strategy in the world • Personalization
- 57. You’re there to help your customer achieve a goal. Selling them shoes is just one part of that.
- 59. CMS = Content Management System • (Until recently) they all suck.
- 60. (In the best-cast scenario) you are part of a team.
- 61. Discovery/Pitch •(RFP) •SOW •Website •Competitors’ Websites •Social Media •State of the Industry
- 62. Delivery •Being in a room with people •MVP •Wireframes •Comps (Copy) •Objective Matrix
- 64. Building a Content Strategy 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 • Content Deep Dive – Why is your client creating content? • Stakeholder Interviews
- 66. Exercise: Establishing Business Goals • 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. Discussion
- 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 About the 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. Discussion
- 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 a Strategy • 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
- 74. How to Get a Job
- 75. Questions?
- 77. Thank you! David Dylan Thomas @movie_pundit dave@daviddylanthomas.com
Editor's Notes
- Exercise where we discuss career goals. Why are you taking this class?
- DAVE
- REMAINS DAVE