So You Want to Be a Content Strategist?
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This document discusses content strategy and how to become a content strategist. It defines content strategy as the planned use of content to achieve a goal. Content strategy aims to understand both a client's goals and their audience in order to use content to help the two intersect. Common content strategy deliverables include content inventories, audits, gap analyses, and strategy documents. The document provides examples of content strategy work for a legal software company and sports retailer. It also discusses typical concerns that content strategy addresses, such as having too much content or struggling against competitors like Amazon.
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So You Want to Be a Content Strategist?
- 1. So You Want to Be a Content Strategist?
- 2. David Dylan Thomas Senior Content Strategist, EPAM
- 4. Why should I learn about Content Strategy?
- 7. Demand Is High, Supply Is Low
- 8. Content Strategy is gaining ground on traditional marketing and SEO
- 9. Traditional marketing says, “You know what’s awesome? Our shoes!” Content strategy says, “You know what’s awesome? Running!”
- 10. Also, It’s Fun
- 11. OK. Fine. You’ve convinced me. Just one question, though…
- 12. What the hell is Content Strategy?
- 14. Instead of a product description… …they told a story
- 15. Original Price: $0.33 Final Price: $71.00
- 16. Original Price: $2.99 Final Price: $101.00
- 17. Original Price: $3.00 Final Price: $193.50
- 18. Content Strategy is the planned use of content to achieve a goal.
- 19. • 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).
- 20. Casey Kasem Turned Financial Reports into Entertainment
- 21. “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!”
- 22. This Is Content
- 23. This Is Content Strategy
- 24. All content strategies require two things: • Goal • Audience The more you know about both, the better the strategy will be
- 25. 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?
- 26. The Two Most Common Content Strategy Problems • Help, I’ve got too much content! • Help, Amazon is killing me!
- 27. Typical Content Strategy Deliverables • Content Inventory • Content Audit • Gap Analysis • Content Mapping • Strategy Document
- 28. Less Typical Content Strategy Deliverables • Contextual Inquiry • Stakeholder Interviews • On-Site Workshop • Integrated Experience Strategy • Governance Document
- 29. 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
- 30. Who are you working with (client side)? • CMO • CEO • Marketing Manager • Head of Digital • Chief Content Officer
- 31. Case Study #1 • Legal Software Producer
- 32. Discovery • Contextual Inquiry • Competitive Analysis • Stakeholder Interviews
- 33. Ideation • On-Site Workshop • Conceptual Design
- 34. Delivery • Integrated Experience Strategy
- 35. Result • 200% Increase in Sales
- 36. Case Study #2 • A big sports retailer
- 37. “We have a great experience in-store but that’s not translating to online.”
- 38. 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.
- 39. About to become the oldest content strategy in the world • Personalization
- 40. You’re there to help your customer achieve a goal. Selling them shoes is just one part of that.
- 42. CMS = Content Management System • (Until recently) they all suck.
- 43. (In the best-cast scenario) you are part of a team.
- 44. Discovery/Pitch •(RFP) •SOW •Website •Competitors’ Websites •Social Media •State of the Industry
- 45. Delivery •Being in a room with people •MVP •Wireframes •Comps (Copy) •Objective Matrix
- 47. Assignment • Pick your favorite website and your least favorite website and come up with a content strategy that for each that will improve their traffic by 10% over the next 10 months.
- 48. Questions?
- 49. Thank you! David Dylan Thomas @movie_pundit dave@daviddylanthomas.com