Making the case for content
How to build a strategy & make your content stand out
Blind faith in technology.
Baron Manett
SVP Strategy, Ariad
@bstat
Chad Story
UX and Content Strategist
@chadstory
Howdy, ...
2000 – 2012
Blind faith in technology.
What’s the point
of marketing?
Somehow we thought he
had all the answers…
We started to
listen these folks
And then this happened…
…and this…
… and then this.
Now this.
2000 – 2012
Blind faith in technology.
What’s the point
of marketing?
So…
What’s the
one constant?
2000 – 2012
Blind faith in technology.
People & the relationships
they have with one another
2000 – 2012
Blind faith in technology.
Compromise &
Communication
Makings of a good relationship
2000 – 2012
Blind faith in technology.
Compromise
Conversation=
For marketers this means…
Communication
Empathy=
2000 – 2012
Blind faith in technology.
Conversation
EMPATHETIC
LISTENING
MUTUAL BENEFIT
THOUGHTFUL
RECIPROCAL
2000 – 2012
Blind faith in technology.
Where does content fit in?
It’s the stuff you talk about.
2000 – 2012
Blind faith in technology.
Content ≠ copy
2000 – 2012
Content ≠ format
2000 – 2012
Content ≠ messaging
2000 – 2012
Content:
The essence and substance of
your brand’s conversations.
HUH?!
2000 – 2012
Blind faith in technology.
Think of it like this…
2000 – 2012
This is Brad…
…he wants a new car.
Here
2000 – 2012
Here
?
Brad’s Journey
RESEARCH
VALIDATES
TESTS
CONFIRMS
BUYS
RESEARCH
VALIDATES
TESTS
CONFIRMS
BUYS
2000 – 2012
Brad has questions…
?
?
?
?
? ? ?
?
…we have answers.
CONTENT
This is
2000 – 2012
Wells Fargo
2000 – 2012
IKEA
2000 – 2012
KNORR
2000 – 2012
?If = CONTENT
2000 – 2012
What is content strategy?
content strategy
> What should we say?
> Which format do we use?
> How should we sound?
> How do we create it?
> How will ...
2000 – 2012
Content Strategy:
Content strategy plans for the creation,
publication, and governance of useful,
usable conte...
THE PROCESS?
THE
PROCESS?
But there are tools &
approaches…
2000 – 2012
Blind faith in technology.
People-focused
content strategy
Here’s ours…
WHAT TO EXPECT TODAY:
1.  We’ll challenge your thinking about content.
2.  Show you that content is an asset worth investi...
Define
1
Strategize
2
Plan
3
•  Business objectives
•  Audience insights
•  Content review
•  Overlap in goals
•  Strategy...
DefineGathering everything we need for the strategy.
Why?What are the objectives underpinning your strategy?
You probably have
to deal with this
Tools that can help
Market analysis reports
Competitive
Reviews
Is this a good objective?
Get more visitors to our website.
Get more visitors to our website.
Increase the number of sale-
qualified leads.
Identifying True Objectives
• Create a unified web
presence that allows
donors, information
seekers and grant
applicants t...
ü
The makings of a good objective:
Measurable: Can be measured with a certain degree of
accuracy.
ü Focused: Places emph...
Your turn:
Let’s complete exercises one, two and three.
Here’s how:
1.  Craft your business story
2.  Map out your stakeho...
Who?What audiences are we trying to connect with?
Everyone!
Audience research
Personas
Customer journeys
Tools that can help
The Brief
Unpacking the brief
The Insights
?
Gender: Men and Women (note that
84% of Canadian men also report
making regul...
The Brief
Unpacking the brief
Gender: Men and Women (note that
84% of Canadian men also report
making regular donations to...
Unpacking the brief
The Insights
Doing their homework online, but
interacting offline. Boomers are more
likely to research...
Getting to know our audiences:
Data
Demographics
Hypotheses
Assumptions
Insights
Behaviours
Motivations
Goals
Empathy Maps
Your turn:
Let’s complete exercises four.
Here’s how:
1.  Identify your audience and their needs.
What?What content do we currently have?
“I want a blog!”
Content
Inventory
Scorecard
Tools that can help
Audits Done Right
Establish criteria
q  Name
q  Location
q  Format
q  Creation date
q  Brand
q  Focus
q  Notes
What...
STRATEGIZEPulling it all together
The tools:
Content Strategy
Deliverables
2000 – 2012
They want to…
Mapping objectives
We want to…
> Make a donation online.
> Read more about the
charity.
> Learn ...
2000 – 2012
They want to…
Mapping objectives
We want to…
> Make a donation online.
> Read more about the
charity.
> Learn ...
2000 – 2012
Finding Overlap
Where the strategy lies
Audience
Goals
Business
Objectives
Spell it out
A single destination to learn about,support and donate
to Save the Trees.
Strategy Statement
A single destination to learn about,support and donate
to Save the Trees.
Everything in one place. Brin...
Finding Brand Themes
SAVE THE TREES
DIY Environmentalism
People helping people
Community Power
Work in action
Your turn:
Let’s complete exercises five, six and seven.
Here’s how:
1.  Find overlap between your goals and those of your...
PLANMapping out how to get it done
Identifying content types
Audience
Goal Topics Format
Read more
about the
charity.
Make a
donation.
•  The history of Save...
Find Gaps
Reuse
?
?
What does our
content audit say?
Audience
Goal Topics Format
Read more
about the
charity.
Make a
donat...
Your turn:
Let’s complete exercises eight.
Here’s how:
1.  Identify the content you’ll need and list out if you
know where...
The tools:
Tone and voice
guidelines
Content
requirements
Editorial calendar
Setting up a matrix
All the content we
need to produce,
edit or migrate.
Content Requirements
Where is the source content?
What are the copy points?
Where are the wireframes?
Who creates it?
When...
Governance
How do we do to
maintain content?
Your turn:
Let’s complete exercises nine.
Here’s how:
1.  Try your hand at completing content
requirements.
And… breathe ;)
ü  Content is powerful: It’s the substance of the
conversations you have with customers.
ü  Content is for people: Put y...
Making the case for content
Making the case for content
Making the case for content
Making the case for content
Making the case for content
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Making the case for content

  1. 1. Making the case for content How to build a strategy & make your content stand out
  2. 2. Blind faith in technology. Baron Manett SVP Strategy, Ariad @bstat Chad Story UX and Content Strategist @chadstory Howdy, nice to meet you
  3. 3. 2000 – 2012 Blind faith in technology. What’s the point of marketing?
  4. 4. Somehow we thought he had all the answers…
  5. 5. We started to listen these folks
  6. 6. And then this happened…
  7. 7. …and this…
  8. 8. … and then this.
  9. 9. Now this.
  10. 10. 2000 – 2012 Blind faith in technology. What’s the point of marketing? So…
  11. 11. What’s the one constant?
  12. 12. 2000 – 2012 Blind faith in technology. People & the relationships they have with one another
  13. 13. 2000 – 2012 Blind faith in technology. Compromise & Communication Makings of a good relationship
  14. 14. 2000 – 2012 Blind faith in technology. Compromise Conversation= For marketers this means… Communication Empathy=
  15. 15. 2000 – 2012 Blind faith in technology. Conversation EMPATHETIC LISTENING MUTUAL BENEFIT THOUGHTFUL RECIPROCAL
  16. 16. 2000 – 2012 Blind faith in technology. Where does content fit in?
  17. 17. It’s the stuff you talk about.
  18. 18. 2000 – 2012 Blind faith in technology. Content ≠ copy
  19. 19. 2000 – 2012 Content ≠ format
  20. 20. 2000 – 2012 Content ≠ messaging
  21. 21. 2000 – 2012 Content: The essence and substance of your brand’s conversations.
  22. 22. HUH?!
  23. 23. 2000 – 2012 Blind faith in technology. Think of it like this…
  24. 24. 2000 – 2012 This is Brad… …he wants a new car.
  25. 25. Here 2000 – 2012 Here ?
  26. 26. Brad’s Journey RESEARCH VALIDATES TESTS CONFIRMS BUYS
  27. 27. RESEARCH VALIDATES TESTS CONFIRMS BUYS 2000 – 2012 Brad has questions… ? ? ? ? ? ? ? ? …we have answers.
  28. 28. CONTENT This is
  29. 29. 2000 – 2012 Wells Fargo
  30. 30. 2000 – 2012 IKEA
  31. 31. 2000 – 2012 KNORR
  32. 32. 2000 – 2012 ?If = CONTENT
  33. 33. 2000 – 2012 What is content strategy?
  34. 34. content strategy > What should we say? > Which format do we use? > How should we sound? > How do we create it? > How will we maintain it? > Why are we doing this? > What are the right channels? > Who are we talking to? > How will we measure it? > Why are we saying it?
  35. 35. 2000 – 2012 Content Strategy: Content strategy plans for the creation, publication, and governance of useful, usable content. – Kristina Halvorson
  36. 36. THE PROCESS?
  37. 37. THE PROCESS?
  38. 38. But there are tools & approaches…
  39. 39. 2000 – 2012 Blind faith in technology. People-focused content strategy Here’s ours…
  40. 40. WHAT TO EXPECT TODAY: 1.  We’ll challenge your thinking about content. 2.  Show you that content is an asset worth investing in. 3.  Explain how to think about content strategically. 4.  Arm you with an approach to content strategy.
  41. 41. Define 1 Strategize 2 Plan 3 •  Business objectives •  Audience insights •  Content review •  Overlap in goals •  Strategy statement •  Identify formats •  Align existing content •  Identify gaps •  Matrix •  Requirements •  Tone and voice •  Editorial calendar
  42. 42. DefineGathering everything we need for the strategy.
  43. 43. Why?What are the objectives underpinning your strategy?
  44. 44. You probably have to deal with this
  45. 45. Tools that can help Market analysis reports Competitive Reviews
  46. 46. Is this a good objective? Get more visitors to our website.
  47. 47. Get more visitors to our website. Increase the number of sale- qualified leads.
  48. 48. Identifying True Objectives • Create a unified web presence that allows donors, information seekers and grant applicants to engage with the brand • Tell the story of the brand online, building a deeper relationship with existing and prospective donors, increasing the likelihood of donation frequency and amount       • Reinforce the brand as a legitimate charitable organization • Increase donations from $140,000 to $200,000 in 2013 BUSINESS MARKETING • A legitimate charitable organization • Show how easy giving can be and how small monthly contributions add up. COMMUNICATION
  49. 49. ü The makings of a good objective: Measurable: Can be measured with a certain degree of accuracy. ü Focused: Places emphasis on a single goal. ü Business impact:The objective is moving the business forward in a meaningful way.
  50. 50. Your turn: Let’s complete exercises one, two and three. Here’s how: 1.  Craft your business story 2.  Map out your stakeholders 3.  Identify your business requirements
  51. 51. Who?What audiences are we trying to connect with?
  52. 52. Everyone!
  53. 53. Audience research Personas Customer journeys Tools that can help
  54. 54. The Brief Unpacking the brief The Insights ? Gender: Men and Women (note that 84% of Canadian men also report making regular donations to charities, compared with 86% of women) Age: 45-54 and 55-64 (younger and older boomers) Education: University educated Avg. annual contribution: $725 Size of the market: 570,000 Canadians
  55. 55. The Brief Unpacking the brief Gender: Men and Women (note that 84% of Canadian men also report making regular donations to charities, compared with 86% of women) Age: 45-54 and 55-64 (younger and older boomers) Education: University educated Avg. annual contribution: $725 Size of the market: 570,000 Canadians The Insights Doing their homework online, but interacting offline. Boomers are more likely to research a charity before making a donation – generally on the organization’s website. A personal connection is often the key to giving. Boomers respond more generously to personal requests to give (i.e. charitable events). But the likelihood that the donor is somehow personally connected to the cause significantly increases the likelihood they will give.
  56. 56. Unpacking the brief The Insights Doing their homework online, but interacting offline. Boomers are more likely to research a charity before making a donation – generally on the organization’s website. A personal connection is often the key to giving. Boomers respond more generously to personal requests to give (i.e. charitable events). But the likelihood that the donor is somehow personally connected to the cause significantly increases the likelihood they will give. The Goals > Make a donation online. > Read more about the charity. > Learn more about the projects they support.
  57. 57. Getting to know our audiences: Data Demographics Hypotheses Assumptions Insights Behaviours Motivations Goals
  58. 58. Empathy Maps
  59. 59. Your turn: Let’s complete exercises four. Here’s how: 1.  Identify your audience and their needs.
  60. 60. What?What content do we currently have?
  61. 61. “I want a blog!”
  62. 62. Content Inventory Scorecard Tools that can help
  63. 63. Audits Done Right Establish criteria q  Name q  Location q  Format q  Creation date q  Brand q  Focus q  Notes What you’ll inventory Look for sources Where you’ll look > Websites > Collateral > Call Centre Scripts > Archives > Social Media > Design files > Warehouses
  64. 64. STRATEGIZEPulling it all together
  65. 65. The tools: Content Strategy Deliverables
  66. 66. 2000 – 2012 They want to… Mapping objectives We want to… > Make a donation online. > Read more about the charity. > Learn more about the projects they support. >Increase donations from $140,000 to $200,000 in 2013. > Tell the story of the brand online, building a deeper relationship with existing and prospective donors, increasing the likelihood of donation frequency and amount. > Show how easy giving can be and how small monthly contributions add up.
  67. 67. 2000 – 2012 They want to… Mapping objectives We want to… > Make a donation online. > Read more about the charity. > Learn more about the projects they support. >Increase donations from $140,000 to $200,000 in 2013. > Tell the story of the brand online, building a deeper relationship with existing and prospective donors, increasing the likelihood of donation frequency and amount. > Show how easy giving can be and how small monthly contributions add up.
  68. 68. 2000 – 2012 Finding Overlap Where the strategy lies Audience Goals Business Objectives
  69. 69. Spell it out A single destination to learn about,support and donate to Save the Trees.
  70. 70. Strategy Statement A single destination to learn about,support and donate to Save the Trees. Everything in one place. Bring all the information about the brand together in a single and convenient location. No searching, no hassle. Get it and go. Broad reach, local impact. Save the Trees has an enormous impact in the lives of Canadians, in their communities and across the country. Lets brag a little. Just for them. Anyone who is looking to have an impact on their local environment can join in by supporting, donating or applying for money.
  71. 71. Finding Brand Themes SAVE THE TREES DIY Environmentalism People helping people Community Power Work in action
  72. 72. Your turn: Let’s complete exercises five, six and seven. Here’s how: 1.  Find overlap between your goals and those of your audience. 2.  Identify your brand themes. 3.  Craft your strategy statement.
  73. 73. PLANMapping out how to get it done
  74. 74. Identifying content types Audience Goal Topics Format Read more about the charity. Make a donation. •  The history of Save the Trees. •  The projects we support. •  Financial statements > Video > Project profiles > Tips > Step-by-step instructions > Project stories •  How to donate. •  Where donations go. •  Privacy and security policy, •  Other ways to give.
  75. 75. Find Gaps Reuse ? ? What does our content audit say? Audience Goal Topics Format Read more about the charity. Make a donation. •  The history of Save the Trees. •  The projects we support. •  Financial statements > Video > Project profiles > Tips > Step-by-step > Help text > Project stories •  How to donate. •  Where donations go. •  Privacy and security policy, •  Other ways to give.
  76. 76. Your turn: Let’s complete exercises eight. Here’s how: 1.  Identify the content you’ll need and list out if you know where it exists.
  77. 77. The tools: Tone and voice guidelines Content requirements Editorial calendar
  78. 78. Setting up a matrix All the content we need to produce, edit or migrate.
  79. 79. Content Requirements Where is the source content? What are the copy points? Where are the wireframes? Who creates it? When is it due? The Purpose:
  80. 80. Governance How do we do to maintain content?
  81. 81. Your turn: Let’s complete exercises nine. Here’s how: 1.  Try your hand at completing content requirements.
  82. 82. And… breathe ;)
  83. 83. ü  Content is powerful: It’s the substance of the conversations you have with customers. ü  Content is for people: Put your audience at the heart of your strategy and it will excel. ü  Content is hard work: But it’s worth it. Here’s what we learned:

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