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Web Content Strategy How to Plan for, Create and Publish Online Content for Maximum ROI  6 February 2009
Hello! I’m Kristina Halvorson (@halvorson) ,[object Object],[object Object],[object Object],[object Object],[object Object]
Hi! I’m Joe Pulizzi (@juntajoe) ,[object Object],[object Object],[object Object],[object Object],[object Object],Me Your Fearless Leader
THE MOTIVATIONAL INTRODUCTION: Why Content and Why Now?
Marketer or Publisher?
You Are a Publisher ,[object Object],[object Object]
What is content? ,[object Object],[object Object],[object Object],[object Object]
Why does content matter? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Why does content REALLY matter? ,[object Object]
Take the Sales Hat Off
The Publisher Mindset ,[object Object],[object Object]
Something to Notice about Media Content ,[object Object],[object Object],[object Object]
A Look at Social Media ,[object Object],[object Object],Conversation Prism via Brian Solis
What this is all about… ,[object Object],Content Marketing Custom Publishing Branded Content Content Strategy Information Marketing Custom Media Customer Media
The Evolution Has Begun ,[object Object],[object Object],[object Object],*12/08 Junta42 Study
The Problem and its Impact
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Lots of attention paid to “shuffling” content … Manage … Structure … Design and share …
But not much attention is paid to creating and overseeing the content, itself. ,[object Object],[object Object],[object Object],[object Object],…  Where are we going wrong?
Discovery and Definition ,[object Object],[object Object],[object Object]
Site structure …
Visual design … Technical requirements …
TYPICAL WEB PROJECT SCHEDULE
where is the content? Time to “go get the content …”
Where IS the content?
Here’s what happens next. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
And there goes your schedule/budget/outcome.
The Solution –  Start with Content Strategy
Who should own the content? Brand/ Marketing eStrategy IT The Business ?
Fact #1 ,[object Object],[object Object],[object Object],[object Object],Content is messy.
Fact #2 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Content is far more complicated than we want to accept or believe.
Fact #3 Content is out of your control.
It’s a fact. Content planning and oversight require dedicated resources: time, skill, and meaningful spend. Brand/ Marketing eStrategy IT The  Business CONTENT STRATEGY
You are a publisher!
What is content strategy? ,[object Object],[object Object],[object Object]
A web content strategy … ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
How does this work? Content Maintenance and Marketing
Website Foundation  ,[object Object],[object Object],[object Object],[object Object],[object Object]
 
 
 
Website Content Strategy  ,[object Object],[object Object],[object Object],[object Object]
Mapping content to real objectives and goals  Key Offerings Website Priorities Business Objectives User Goals EXPLAIN HEALTH INSURANCE PROMOTE HEALTH & WELLNESS BENEFITS EDUCATE ABOUT YOUR HEALTH & WELLNESS AT ANY AGE ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Health Insurance Expertise Affordable, Flexible Products Designed for  You and Your Family Personalized Focus on Health & Wellness Member Self-Service EXAMPLE
Website Content Strategy: Content Audit ,[object Object],[object Object],[object Object],[object Object]
Content Specifications and Creation ,[object Object],[object Object],[object Object],[object Object],[object Object]
Who’s going to do all this work?  INFORMATION ARCHITECT DESIGNER SOCIAL MEDIA STRATEGIST MARKETING CONTENT STRATEGIST WEB EDITOR WEB WRITERS QA/PROOFREADERS CONTENT ANALYST SEO/ANALYTICS THE BUSINESS IT SOLUTIONS E-STRATEGY VIDEOGRAPHER AUDIO PRODUCER
Start strategically. Start small.  MARKETING CONTENT  STRATEGIST WEB WRITERS INFORMATION  ARCHITECT SEO/ANALYTICS THE BUSINESS IT SOLUTIONS E-STRATEGY DESIGNER
IN CLOSING Your Key Takeaways
Business Impact of a Content Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Business Impact of a Content Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object]
In conclusion … ,[object Object],[object Object],[object Object],[object Object],[object Object]
THAT’S IT FOR TODAY Thanks! Kristina Halvorson [email_address] (612) 331-6600 @halvorson Joe Pulizzi [email_address] (216) 941-5842 @juntajoe

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Web Content Strategy - How to Plan for, Create and Publish Online Content for Maximum ROI