Content Strategy: The Future of Marketing
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Transcript of Content Strategy: The Future of Marketing
CONTENT STRATEGYAND THE FUTURE OF MARKETING
Kristina Halvorson | MN AMA | 06.22.09
@halvorson
WHY DOES CONTENT MATTER?
A brand is a promise. By identifying and authenticating a product or service it delivers a pledge of satisfaction and quality.
— Walter Landor
Brands are now used more than they are preferred.
Functional benefits and relevance now outweigh the intangible and emotional allure of a brand.
— The Brand Bubbleby John Gerzema and Ed Lebar
ONLINE, WE DON’T JUST SEE OR READ ABOUT YOUR BRAND.
WE USE IT.
OFFLINE
ONLINE
The single most important thing most Web sites can offer to their users is content that those users will find valuable.
— The Elements of User ExperienceJesse James Garrett
NAV BAR
ROTATING PROMO AREA
sign in
PRODUCT HIGHLIGHTS
PRODUCT 1 PRODUCT 2 PRODUCT 3 PRODUCT 4
EDUCATIONAL CONTENT
CREDIT CARD
WHAT IS CONTENT
STRATEGY?
Content strategy is the practice of planning for the creation, delivery, and governance of useful, usable content.
Content strategy is the practice of planning for the creation, delivery, and governance of useful, usable content.
•TEXT & DATA
•GRAPHICS
•VIDEO & ANIMATION
•AUDIO
STRATEGYA plan for obtaining a specific goal or result.
NOT JUST …
NOT JUST …What
BUT …What
Why
How
For whom
By whom
With what
When
Where
How often
What next
WHO’S DOING IT WELL?
REI employees are called upon to evaluate gear in an outdoor setting, allowing staff members to offer feedback on gear performance and remain experts in the gear they sell.
And although not all employees have summitedMount Everest, they all can help customers find the right outdoor gear and clothing for any outdoor adventure.
REI employees are recognized throughout the outdoor industry for their product knowledge and expertise.
At Room & Board, we partner with small, family-owned businesses that use a combination of time-honored techniques and innovative technology to build furniture that stands the test of time.
This approach gives you the best of both worlds—handcrafted quality with precision and attention to detail.
We're committed to helping these artisans preserve the American tradition of handcraftsmanship.
USEFUL.USABLE.ENJOYABLE.
WHY IS IT SO HARD?
LIES WE TELL OURSELVES
THIS IS COPYWRITING.
• Audit
• Analyze
• Strategize
• Categorize
• Structure
• Create
• Review
• Approve
• Publish
• Update
• Archive
THIS IS CONTENT.
Late content is consistently one of the reasons for project delays.
The task itself and resources needed to complete the task are seriously underestimated.
Accept it. Plan for it. Charge for it.— Web Redesign 2.0: Workflow That Works
Kelly Goto & Emily Cotler
PLAN.CREATE.PUBLISH.GOVERN.
PLAN
PLAN.CREATE.PUBLISH.GOVERN.
HOW DOESIT WORK?
Server Admin
Technical Assistant
Programmer
Developer
Designer
Production Assistant
User Experience Architect
Information Architect
Usability Specialist
SEO Specialist
Web Editor
Web Writer
Content Strategist
Business Analyst
Producer
Project Manager
Web Analyst
Account Manager
New Business Developer
SKILLSET.ORG
PROCESSAudit
Analysis
Strategy
AUDITQuantitative
Qualitative
Specialized
ANALYSISAlign on business objectives and user goals
Identify success metrics
Define risks and how to mitigate
Create a strategic foundation for content
strategy (recommendations)
ANALYSISBrand and messaging
Channels
User research
Competitor site audits
Site metrics
Government or regulatory requirements
ANALYSISSEO strategy
Current content assets
Global business and communications strategies
Technical infrastructure
Stakeholder roles, skill sets, agendas, politics
Relationship to other sites, databases, campaigns, brand strategies, print materials
STRATEGYWhat content do we need, and why?
How will the content be structured?
How will users find your web content?
How we will get from today to launch?
What's next once the content is "out there "?
How do these recommendations impact our business?
WHAT DO YOU GET?
BIG RESULTSBetter user experience
Greater brand consistency
New operational efficiencies
Better risk management through better controls
Improved SEO and analytics
More effective personalization and targeting
WHAT NEEDS TO CHANGE?
YOUARE APUBLISHER.
THE WORLD OF MARKETING
THIS IS ALL (web) CONTENT.
TREAT YOUR CONTENT LIKE A CRITICAL BUSINESS ASSET.
Resources• CONTENT STRATEGY
• http://alistapart.com/issues/274
• http://tr.im/lovingercs
• http://www.cmsreview.com/Stages/
• http://tr.im/CSslideshare
• http://tr.im/PublishersandCS
• DELIVERABLES
• http://semanticstudios.com/publications/semantics/000228.php
• COMING SOON• http://contentstrategy.org