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

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Joe Pulizzi
Joe Pulizzi

A presentation from Joe Pulizzi (Junta42) and Kristina Halvorson (Brain Traffic) on February 6, 2009 Online Marketing Summit in San Diego. The presentation goes into detail about why marketers have to develop a publishing mindset, why web content strategy is so difficult, and what you can do now to create an effective content strategy and plan within your own organization.

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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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