Learn how to sell Content Strategy to your management team. It's *all* about the art of persuasion; showcasing content as a business asset and demonstrating how curated content can produce a tangible ROI.

1. Calgary Content Strategy: May 14, 2014The Art of Persuasion: Making the Case for CS

2. Calgary Content Strategy: May 14, 2014The Art of Persuasion: Making the Case for CS
Q. How do you get
the key decision-
maker(s), your
manager and
colleagues onside?
A. Hint: you
don’t have to
be Houdini.

3. Calgary Content Strategy: May 14, 2014The Art of Persuasion: Making the Case for CS
But First, A Little About Me…
 Completed my first Content Strategy in 1999 for Chapters
Online (was also part of the management team that took the
online business public. But I digress…)
 Clients include: Excite Canada, Harlequin, Bank of
Montreal, Medtronic, BBVA Compass, Pitney Bowes and
ESPN.
 I have led and mentored teams; evangelized about Content
Strategy (CS) and actively been involved in all shapes and
forms of CS implementation.
 And, most importantly, I love to learn about all aspects of
user experience and technology. It’s just cool.

4. Calgary Content Strategy: May 14, 2014The Art of Persuasion: Making the Case for CS
Here’s what we’re going to tackle tonight:
 Common content strategy problems (hint: it’s
expensive, time consuming and resource intensive)
All that means we have to be adept at
communicating the value proposition of Content
Strategy
That translates into talking real-life ROI
Back to Business…

5. Calgary Content Strategy: May 14, 2014The Art of Persuasion: Making the Case for CS
Content Strategy: As A Burger?!?

6. Calgary Content Strategy: May 14, 2014The Art of Persuasion: Making the Case for CS
Your digital ecosystem is more than your homepage and a
landing pages.
And not recognizing that…results in either an overabundance
of incorrectly targeted content or inefficient, poor quality
content.
The world, or your organization, is a publisher operating in
silos and promoting multiple messages.
And not recognizing that…dilutes your brand, delivers
inconsistent messaging that disrupts the user experience.
Content Strategy: Common Problems

7. Calgary Content Strategy: May 14, 2014The Art of Persuasion: Making the Case for CS
Your organization has adopted an ad hoc approach to
content publishing or management.
And not recognizing that…results in inefficient and
frustrating internal processes and likely an increased “time-
to-market” publishing cycle.
You don’t have a seat at the big kid’s table.
And without that…you don’t have a champion and will
always struggle to have your voice heard.
Content Strategy: Common Problems
(cont.)

8. Calgary Content Strategy: May 14, 2014The Art of Persuasion: Making the Case for CS
To Solve The Problem:
Add a Little of This…
And A Lot of That…

9. Calgary Content Strategy: May 14, 2014The Art of Persuasion: Making the Case for CS
Content Strategy:
Communicate the Value Proposition
Set the bar for achieving a prescribed content standard and
ensures content is relevant and meaningful for each the target
audience(s)
Create a consistent “story” that successfully ties to specific
business goals and user needs
Ensure content stays on brand throughout every touch point in
the customer life cycle

10. Calgary Content Strategy: May 14, 2014The Art of Persuasion: Making the Case for CS
Content Strategy:
Communicate the Value Proposition (cont.)
Supports measurable success metrics that ensure the ongoing
success of content within the digital ecosystem
(Potentially) allows for sustainable and repeatable task and
updates as orchestrated through the design of systematic
governance processes

11. Calgary Content Strategy: May 14, 2014The Art of Persuasion: Making the Case for CS
Change perceptions
Encourage the adoption of
specific roles and tasks
That will support our work
today and help us plan for
tomorrow
Content Strategy: Hold Hands & Sing Kumbaya

12. Calgary Content Strategy: May 14, 2014The Art of Persuasion: Making the Case for CS
There is One More Thing…

13. Calgary Content Strategy: May 14, 2014The Art of Persuasion: Making the Case for CS

14. Calgary Content Strategy: May 14, 2014The Art of Persuasion: Making the Case for CS
Content Strategy:
Hmm, Not That “R” Word…

15. Calgary Content Strategy: May 14, 2014The Art of Persuasion: Making the Case for CS
Content Strategy: ROI (Return on Investment)
Measure and evaluate based on customer behaviours (task
analysis) and the time spent with content (evaluation of
effectiveness and relevance of content)
Evaluate conversion rates—whether it’s pure ecommerce
transaction, product sign-up, profile completion—before and after
CS implementation
Lower translation costs, improved publishing efficiencies =
streamlined publishing process, reduction in overhead costs

16. Calgary Content Strategy: May 14, 2014The Art of Persuasion: Making the Case for CS
Content Strategy: ROI (Return on Investment)
Clearly articulated brand promise x all user touch points
Increase operational efficiencies (down with the silos!)
Attract new customers; reduction in attrition of existing
customers
Assess the increased opportunity for additional up-sell and cross-
sell opportunities

17. Calgary Content Strategy: May 14, 2014The Art of Persuasion: Making the Case for CS
Questions? Comments?
Proposals for World Domination?

18. Calgary Content Strategy: May 14, 2014The Art of Persuasion: Making the Case for CS
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