The Elephant in the Room - Content Strategy

What is it and why we need it?

The idea of an “Elephant in a Room” would be impossible to overlook;

a problem that everyone knows very well but no one talks about

because it’s a looming big one.

What is Content Strategy?● It’s the Planning for the creation,

aggregation, delivery, and governance of useful, usable and appropriate content in an experience -- Kristina Halvorson

● It’s not copywriting, It’s not technical writing, or Content marketing

● It is text, images, video, audio, and social media.

The Numbers Don’t Lie● Content strategy is, in fact, the next big thing

● Here’s a look at Google search returns for “Social Media” over the past few years

2005 = 9,150,0002006 = 41,600,0002007 = 165,000,0002008 = 359,000,0002009 = 1,230,000,0002010 = 2,150,000,000 so far this year

● Here’s a look at Google search returns for “Content Strategy”2006 = 5,930,0002007 = 8,340,0002008 = 137,000,0002009 = 337,000,0002010 = 487,000,000 so far this year

Hey, Designers Design Something Cool!

● How do we visualize design without key descriptors or terms?● Make us look hip or cool● Well, we have to stay within

brand guidelines – tone it back

● Make us look cutting edge but conservative

● More like Apple

More like Apple’s “Messaging Architecture”

● Confident but approachable; an accessible market leader

● Simple – minimal detail with clean streamlined, unfussy ID

● Inviting, friendly, supportive but not fawning

What’s Our Messaging Architecture?

What’s Our Story?

Always on always with you( It’s a matter of convenience

…I want it now )

It’s your credit It’s your identity It’s your life

( Having it your way…lifestyle )

It’s 2PM do you know where your identity is?

( Scare tactics )

Personable & ConvenientMobile

Companies that do it well:Apple, Google, AT&T,

“Life”…your way.

Companies that do it well:SunTrust, Walmart, Kmart,

Coca Cola, Nike, Zendough.com

Fear & Awareness

Companies that do it well:Allstate, LifeLock

Customer Centric Concepts

Change the Equifax Brand Perception Concepts… “More Traditional”Not Your Parents Equifax

( Entertaining)Equifax, So much more

than credit( More than just credit and id-theft)

Equifax, a trusted partner( We’ve been around for a while)

Entertaining & engaging

Companies that do it well:Progressive, Experian

Educational & Expandable

Companies that do it well:AAA Auto Club, UPS

Emotional, feel good, trust,we can help you, reliable

Companies that do it well:Kodak, Home Depot, Lowes,

State Farm

How? What’s The Steps?

Product Content Lifecycle

Lorem ipsum Must Die!

● What is this? Spanish?● Greeking, placeholder copy,

whatever! It must be killed. ● Need to consider, how our page

structures and layouts support the content communications.

● Not just the front end but backend.

● Plan for it early in the process.

Squeezin’ 5 days into 15 minutes

Imedia Highlights

● Content, Content, Content – Strategy ● Emotional Story Telling – Don’t just deliver

data, tell the story ● Mobile experiences – LBS● Branded Video connect – Growth● People – Invest

Most talked about Innovation

● Location based check in services● iPad and Mobile marketing

You have to go out and face consumers where they are and convince them.

The market is going to continue to change. Ultimately, the market will always shift to

what consumers want."

It's not about building technology.

“…and playing around with digital technology. This is about building an information strategy for the future.”

“Build an effective, integrated content strategy with a redefined portfolio of products.”

And this isn’t aboutselling more stuff

When your CFO asks for the “Return On Investment” for a

new initiative, what’s the “Return Of Ignoring” it.

Where’s The ROI?

Despite the changes in media, advertising still the business of persuasion,

still in the business of getting a consumer to change their mind or change their behavior?

Our job is to change behavior

Emotions lead to Actions

Nobody counts the number of ads you

run; they just remember the

impression you make.

-- Bill Bernbach