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So You Want to Be a Content Strategist?
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 Wantto Be a Content Strategist?
- 2. David Dylan Thomas SeniorContent Strategist, EPAM
- 3.
- 4. Why should Ilearn about Content Strategy?
- 5.
- 6.
- 7. Demand Is High, SupplyIs Low
- 8. Content Strategy isgaining 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.
- 11. OK. Fine. You’veconvinced me. Just one question, though…
- 12. What the hellis Content Strategy?
- 13.
- 14. Instead of aproduct description… …they told a story
- 15. Original Price: $0.33 FinalPrice: $71.00
- 16. Original Price: $2.99 FinalPrice: $101.00
- 17. Original Price: $3.00 FinalPrice: $193.50
- 18. Content Strategy isthe planned use of content to achieve a goal.
- 19. • 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).
- 20. Casey Kasem Turned FinancialReports into Entertainment
- 21. “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!”
- 22.
- 23. This Is ContentStrategy
- 24. All content strategiesrequire two things: • Goal • Audience The more you know about both, the better the strategy will be
- 25. 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?
- 26. The Two MostCommon 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 ContentStrategy 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 youworking 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 ExperienceStrategy
- 35. Result • 200% Increasein Sales
- 36. Case Study #2 •A big sports retailer
- 37. “We have agreat experience in-store but that’s not translating to online.”
- 38. 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.
- 39. About to becomethe oldest content strategy in the world • Personalization
- 40. You’re there tohelp your customer achieve a goal. Selling them shoes is just one part of that.
- 41.
- 42. CMS = ContentManagement System • (Until recently) they all suck.
- 43. (In the best-castscenario) you are part of a team.
- 44.
- 45. Delivery •Being in aroom with people •MVP •Wireframes •Comps (Copy) •Objective Matrix
- 46.
- 47. Assignment • Pick yourfavorite 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.
- 49. Thank you! David DylanThomas @movie_pundit dave@daviddylanthomas.com