So You Wanna Be a Content Strategist: SXSW 2016
-
Upload
david-dylan-thomas -
Category
Internet
-
view
467 -
download
2
Transcript of So You Wanna Be a Content Strategist: SXSW 2016
![Page 1: So You Wanna Be a Content Strategist: SXSW 2016](https://reader035.fdocuments.net/reader035/viewer/2022070523/58ecfc341a28ab38098b45a3/html5/thumbnails/1.jpg)
So You Wanna Be a Content Strategist?
![Page 2: So You Wanna Be a Content Strategist: SXSW 2016](https://reader035.fdocuments.net/reader035/viewer/2022070523/58ecfc341a28ab38098b45a3/html5/thumbnails/2.jpg)
David Dylan Thomas
Senior Content Strategist,EPAM
@movie_pundit
![Page 3: So You Wanna Be a Content Strategist: SXSW 2016](https://reader035.fdocuments.net/reader035/viewer/2022070523/58ecfc341a28ab38098b45a3/html5/thumbnails/3.jpg)
#csworkshop
![Page 4: So You Wanna Be a Content Strategist: SXSW 2016](https://reader035.fdocuments.net/reader035/viewer/2022070523/58ecfc341a28ab38098b45a3/html5/thumbnails/4.jpg)
Ask Early. Ask Often.
![Page 5: So You Wanna Be a Content Strategist: SXSW 2016](https://reader035.fdocuments.net/reader035/viewer/2022070523/58ecfc341a28ab38098b45a3/html5/thumbnails/5.jpg)
What We’ll Learn
• What Content Strategy Is• Why It’s Important• The kinds of problems a content strategist
solves• How a content strategist solves those
problems• How you might become a content strategist
![Page 6: So You Wanna Be a Content Strategist: SXSW 2016](https://reader035.fdocuments.net/reader035/viewer/2022070523/58ecfc341a28ab38098b45a3/html5/thumbnails/6.jpg)
Why should you learn about content strategy?
![Page 7: So You Wanna Be a Content Strategist: SXSW 2016](https://reader035.fdocuments.net/reader035/viewer/2022070523/58ecfc341a28ab38098b45a3/html5/thumbnails/7.jpg)
Because LinkedIn
![Page 8: So You Wanna Be a Content Strategist: SXSW 2016](https://reader035.fdocuments.net/reader035/viewer/2022070523/58ecfc341a28ab38098b45a3/html5/thumbnails/8.jpg)
Right now Facebook has over 50 content strategists
And they’re hiring more
![Page 9: So You Wanna Be a Content Strategist: SXSW 2016](https://reader035.fdocuments.net/reader035/viewer/2022070523/58ecfc341a28ab38098b45a3/html5/thumbnails/9.jpg)
Freelance > Full Time
![Page 10: So You Wanna Be a Content Strategist: SXSW 2016](https://reader035.fdocuments.net/reader035/viewer/2022070523/58ecfc341a28ab38098b45a3/html5/thumbnails/10.jpg)
Because Meetup
![Page 11: So You Wanna Be a Content Strategist: SXSW 2016](https://reader035.fdocuments.net/reader035/viewer/2022070523/58ecfc341a28ab38098b45a3/html5/thumbnails/11.jpg)
Demand Is High,Supply Is Low
![Page 12: So You Wanna Be a Content Strategist: SXSW 2016](https://reader035.fdocuments.net/reader035/viewer/2022070523/58ecfc341a28ab38098b45a3/html5/thumbnails/12.jpg)
Content strategy is gaining ground on traditional marketing and SEO
![Page 13: So You Wanna Be a Content Strategist: SXSW 2016](https://reader035.fdocuments.net/reader035/viewer/2022070523/58ecfc341a28ab38098b45a3/html5/thumbnails/13.jpg)
Traditional marketing says, “You know what’s awesome?
Our shoes!”Content strategy says, “You
know what’s awesome? Running!”
![Page 14: So You Wanna Be a Content Strategist: SXSW 2016](https://reader035.fdocuments.net/reader035/viewer/2022070523/58ecfc341a28ab38098b45a3/html5/thumbnails/14.jpg)
Good content strategy = Good SEO
![Page 15: So You Wanna Be a Content Strategist: SXSW 2016](https://reader035.fdocuments.net/reader035/viewer/2022070523/58ecfc341a28ab38098b45a3/html5/thumbnails/15.jpg)
Also, it’s fun!
![Page 16: So You Wanna Be a Content Strategist: SXSW 2016](https://reader035.fdocuments.net/reader035/viewer/2022070523/58ecfc341a28ab38098b45a3/html5/thumbnails/16.jpg)
Most content strategists don’t know they’re content strategists
(Many are ex-journalists)
![Page 17: So You Wanna Be a Content Strategist: SXSW 2016](https://reader035.fdocuments.net/reader035/viewer/2022070523/58ecfc341a28ab38098b45a3/html5/thumbnails/17.jpg)
A content strategist’s job is to help a company think like a newspaper.
A content strategist’s job is to help you make decisions about content.
![Page 18: So You Wanna Be a Content Strategist: SXSW 2016](https://reader035.fdocuments.net/reader035/viewer/2022070523/58ecfc341a28ab38098b45a3/html5/thumbnails/18.jpg)
What Is Content Strategy?
![Page 19: So You Wanna Be a Content Strategist: SXSW 2016](https://reader035.fdocuments.net/reader035/viewer/2022070523/58ecfc341a28ab38098b45a3/html5/thumbnails/19.jpg)
significant objects dot com
![Page 20: So You Wanna Be a Content Strategist: SXSW 2016](https://reader035.fdocuments.net/reader035/viewer/2022070523/58ecfc341a28ab38098b45a3/html5/thumbnails/20.jpg)
Instead of a product description…
…they told a story
![Page 21: So You Wanna Be a Content Strategist: SXSW 2016](https://reader035.fdocuments.net/reader035/viewer/2022070523/58ecfc341a28ab38098b45a3/html5/thumbnails/21.jpg)
Original Price: $0.33
Final Price: $71.00
![Page 22: So You Wanna Be a Content Strategist: SXSW 2016](https://reader035.fdocuments.net/reader035/viewer/2022070523/58ecfc341a28ab38098b45a3/html5/thumbnails/22.jpg)
Original Price: $2.99
Final Price: $101.00
![Page 23: So You Wanna Be a Content Strategist: SXSW 2016](https://reader035.fdocuments.net/reader035/viewer/2022070523/58ecfc341a28ab38098b45a3/html5/thumbnails/23.jpg)
Original Price: $3.00
Final Price: $193.50
![Page 24: So You Wanna Be a Content Strategist: SXSW 2016](https://reader035.fdocuments.net/reader035/viewer/2022070523/58ecfc341a28ab38098b45a3/html5/thumbnails/24.jpg)
Content Strategy is the planned use of content to achieve a goal.
![Page 25: So You Wanna Be a Content Strategist: SXSW 2016](https://reader035.fdocuments.net/reader035/viewer/2022070523/58ecfc341a28ab38098b45a3/html5/thumbnails/25.jpg)
• With Significant Objects, the goal was to increase the value of ordinary items.
• The strategy was to replace bland descriptions with colorful stories (by good writers).
• The creators used content (stories) to achieve a goal (added value).
![Page 26: So You Wanna Be a Content Strategist: SXSW 2016](https://reader035.fdocuments.net/reader035/viewer/2022070523/58ecfc341a28ab38098b45a3/html5/thumbnails/26.jpg)
Casey Kasem
Turned Financial Reports into Entertainment
![Page 27: So You Wanna Be a Content Strategist: SXSW 2016](https://reader035.fdocuments.net/reader035/viewer/2022070523/58ecfc341a28ab38098b45a3/html5/thumbnails/27.jpg)
“In this hour at #32 in the countdown, a song that’s been a hit 4 different times in 19 years! And we’re just one tune away from the singer with the $10,000 gold
hubcaps on his car! Now, on with the countdown!”
![Page 28: So You Wanna Be a Content Strategist: SXSW 2016](https://reader035.fdocuments.net/reader035/viewer/2022070523/58ecfc341a28ab38098b45a3/html5/thumbnails/28.jpg)
What Is Content Strategy?
• Example: Weird Al – Business Goal: Weird Al wanted his new album to
be successful– Challenge: He’s been out of the public eye for
decades– Content: Music– Content Strategy: #8days8videos
![Page 29: So You Wanna Be a Content Strategist: SXSW 2016](https://reader035.fdocuments.net/reader035/viewer/2022070523/58ecfc341a28ab38098b45a3/html5/thumbnails/29.jpg)
Result: #1 on iTunes
![Page 30: So You Wanna Be a Content Strategist: SXSW 2016](https://reader035.fdocuments.net/reader035/viewer/2022070523/58ecfc341a28ab38098b45a3/html5/thumbnails/30.jpg)
Nonprofit Goals
![Page 31: So You Wanna Be a Content Strategist: SXSW 2016](https://reader035.fdocuments.net/reader035/viewer/2022070523/58ecfc341a28ab38098b45a3/html5/thumbnails/31.jpg)
![Page 32: So You Wanna Be a Content Strategist: SXSW 2016](https://reader035.fdocuments.net/reader035/viewer/2022070523/58ecfc341a28ab38098b45a3/html5/thumbnails/32.jpg)
This Is Content
![Page 33: So You Wanna Be a Content Strategist: SXSW 2016](https://reader035.fdocuments.net/reader035/viewer/2022070523/58ecfc341a28ab38098b45a3/html5/thumbnails/33.jpg)
This Is Content Strategy
![Page 34: So You Wanna Be a Content Strategist: SXSW 2016](https://reader035.fdocuments.net/reader035/viewer/2022070523/58ecfc341a28ab38098b45a3/html5/thumbnails/34.jpg)
All content strategies require two things:
• Goal• AudienceThe more you know about both, the better the strategy will be
![Page 35: So You Wanna Be a Content Strategist: SXSW 2016](https://reader035.fdocuments.net/reader035/viewer/2022070523/58ecfc341a28ab38098b45a3/html5/thumbnails/35.jpg)
Most content strategies try to answer three questions:
• What are the client’s goals?• What are the user’s goals?• How can content help the two
intersect?
![Page 36: So You Wanna Be a Content Strategist: SXSW 2016](https://reader035.fdocuments.net/reader035/viewer/2022070523/58ecfc341a28ab38098b45a3/html5/thumbnails/36.jpg)
What is the most important skill a content strategist should have?
The ability to listen.
![Page 37: So You Wanna Be a Content Strategist: SXSW 2016](https://reader035.fdocuments.net/reader035/viewer/2022070523/58ecfc341a28ab38098b45a3/html5/thumbnails/37.jpg)
The Content Strategy Process
1. Investigate• Learn about the organization• Learn about the audience• Learn about the content
![Page 38: So You Wanna Be a Content Strategist: SXSW 2016](https://reader035.fdocuments.net/reader035/viewer/2022070523/58ecfc341a28ab38098b45a3/html5/thumbnails/38.jpg)
The Content Strategy Process
2. Come up with ideas• Collaborate/Workshop • Think for yourself
![Page 39: So You Wanna Be a Content Strategist: SXSW 2016](https://reader035.fdocuments.net/reader035/viewer/2022070523/58ecfc341a28ab38098b45a3/html5/thumbnails/39.jpg)
The Content Strategy Process
3. Create a Plan• What are we going to do?• How are we going to do it?• Who is going to do what? (Governance)• Assign Goals to Content
![Page 40: So You Wanna Be a Content Strategist: SXSW 2016](https://reader035.fdocuments.net/reader035/viewer/2022070523/58ecfc341a28ab38098b45a3/html5/thumbnails/40.jpg)
The Content Strategy Process4. Execute the Plan5. Measure the Results6. Learn from the Results7. Wash, Rinse, Repeat
![Page 41: So You Wanna Be a Content Strategist: SXSW 2016](https://reader035.fdocuments.net/reader035/viewer/2022070523/58ecfc341a28ab38098b45a3/html5/thumbnails/41.jpg)
Build, Measure, Learn
![Page 42: So You Wanna Be a Content Strategist: SXSW 2016](https://reader035.fdocuments.net/reader035/viewer/2022070523/58ecfc341a28ab38098b45a3/html5/thumbnails/42.jpg)
![Page 43: So You Wanna Be a Content Strategist: SXSW 2016](https://reader035.fdocuments.net/reader035/viewer/2022070523/58ecfc341a28ab38098b45a3/html5/thumbnails/43.jpg)
The Two Most Common Content Strategy Problems
• Help, I’ve got too much content!• Help, Amazon is killing me!
![Page 44: So You Wanna Be a Content Strategist: SXSW 2016](https://reader035.fdocuments.net/reader035/viewer/2022070523/58ecfc341a28ab38098b45a3/html5/thumbnails/44.jpg)
Case Study #1
Legal Software Producer
![Page 45: So You Wanna Be a Content Strategist: SXSW 2016](https://reader035.fdocuments.net/reader035/viewer/2022070523/58ecfc341a28ab38098b45a3/html5/thumbnails/45.jpg)
The Challenge
• Lots of content• No strategy
![Page 46: So You Wanna Be a Content Strategist: SXSW 2016](https://reader035.fdocuments.net/reader035/viewer/2022070523/58ecfc341a28ab38098b45a3/html5/thumbnails/46.jpg)
Contextual Inquiry
![Page 47: So You Wanna Be a Content Strategist: SXSW 2016](https://reader035.fdocuments.net/reader035/viewer/2022070523/58ecfc341a28ab38098b45a3/html5/thumbnails/47.jpg)
LAWYERS HAVE NO TIME!What we learned:
![Page 48: So You Wanna Be a Content Strategist: SXSW 2016](https://reader035.fdocuments.net/reader035/viewer/2022070523/58ecfc341a28ab38098b45a3/html5/thumbnails/48.jpg)
Why are you showing them all of this?
![Page 49: So You Wanna Be a Content Strategist: SXSW 2016](https://reader035.fdocuments.net/reader035/viewer/2022070523/58ecfc341a28ab38098b45a3/html5/thumbnails/49.jpg)
Content Workshop
![Page 50: So You Wanna Be a Content Strategist: SXSW 2016](https://reader035.fdocuments.net/reader035/viewer/2022070523/58ecfc341a28ab38098b45a3/html5/thumbnails/50.jpg)
The Solution
• Deliver the right content at the right time
• Simplify and make content more findable
![Page 51: So You Wanna Be a Content Strategist: SXSW 2016](https://reader035.fdocuments.net/reader035/viewer/2022070523/58ecfc341a28ab38098b45a3/html5/thumbnails/51.jpg)
Old vs New
• More sales from fewer visitors
• 200% increase in orders for this product
• 100% increase in related product
• 160% increase in sales across the entire site
![Page 52: So You Wanna Be a Content Strategist: SXSW 2016](https://reader035.fdocuments.net/reader035/viewer/2022070523/58ecfc341a28ab38098b45a3/html5/thumbnails/52.jpg)
Case Study #2
A big sports retailer
![Page 53: So You Wanna Be a Content Strategist: SXSW 2016](https://reader035.fdocuments.net/reader035/viewer/2022070523/58ecfc341a28ab38098b45a3/html5/thumbnails/53.jpg)
“We have a great experience in-store but that’s not translating to online.”
![Page 54: So You Wanna Be a Content Strategist: SXSW 2016](https://reader035.fdocuments.net/reader035/viewer/2022070523/58ecfc341a28ab38098b45a3/html5/thumbnails/54.jpg)
The oldest content strategy in the world
• Use content to make it clear you know a lot about something.
• When people need that something, they’ll think of you.
![Page 55: So You Wanna Be a Content Strategist: SXSW 2016](https://reader035.fdocuments.net/reader035/viewer/2022070523/58ecfc341a28ab38098b45a3/html5/thumbnails/55.jpg)
You’re there to help your customer achieve a goal. Selling them shoes is just one part of that.
![Page 56: So You Wanna Be a Content Strategist: SXSW 2016](https://reader035.fdocuments.net/reader035/viewer/2022070523/58ecfc341a28ab38098b45a3/html5/thumbnails/56.jpg)
Governance• Assignment: Read “Responsive
Design Won’t Fix Your Content Problem” by Karen McGrane
![Page 57: So You Wanna Be a Content Strategist: SXSW 2016](https://reader035.fdocuments.net/reader035/viewer/2022070523/58ecfc341a28ab38098b45a3/html5/thumbnails/57.jpg)
Result: Sales up 70%
![Page 58: So You Wanna Be a Content Strategist: SXSW 2016](https://reader035.fdocuments.net/reader035/viewer/2022070523/58ecfc341a28ab38098b45a3/html5/thumbnails/58.jpg)
(In the best-cast scenario) you are part of a team.
![Page 59: So You Wanna Be a Content Strategist: SXSW 2016](https://reader035.fdocuments.net/reader035/viewer/2022070523/58ecfc341a28ab38098b45a3/html5/thumbnails/59.jpg)
Content Deep Dive
• What content is your client creating?• How are they creating it?• Why are they creating it?• What is their capacity to produce more?• What is their content culture?– Distributed vs. hierarchical– Open vs. closed (regulated)
![Page 60: So You Wanna Be a Content Strategist: SXSW 2016](https://reader035.fdocuments.net/reader035/viewer/2022070523/58ecfc341a28ab38098b45a3/html5/thumbnails/60.jpg)
Exercise: Establishing Business Goals
• One person will represent SXSW.• One person will interview.• One will take notes• Answer:
– Is SXSW creating content? What kind? How?– Why does SXSW create content?
• SXSW creates content in order to __________.• If SXSW content doesn’t achieve ___________, it’s not worth creating.• SXSW members should arrive feeling ________ and leave feeling
__________ .– Describe the culture of SXSW.
• 10 minutes
![Page 61: So You Wanna Be a Content Strategist: SXSW 2016](https://reader035.fdocuments.net/reader035/viewer/2022070523/58ecfc341a28ab38098b45a3/html5/thumbnails/61.jpg)
Discussion
![Page 62: So You Wanna Be a Content Strategist: SXSW 2016](https://reader035.fdocuments.net/reader035/viewer/2022070523/58ecfc341a28ab38098b45a3/html5/thumbnails/62.jpg)
Audience Interview Techniques
• What are you looking for?– Consumption habits• Devices• Media (video, blogs)• How are they finding content?
– Social component– Search component
• Triggers for content– What do they value? – What do they want?
![Page 63: So You Wanna Be a Content Strategist: SXSW 2016](https://reader035.fdocuments.net/reader035/viewer/2022070523/58ecfc341a28ab38098b45a3/html5/thumbnails/63.jpg)
Exercise: Learn About the Audience• One person will represent audience.• One person will interview.• One will take notes• Answer:
– Why do they come to SXSW? – What do they hope to get out of it? – What role did content play in them finding out about it? – What types of content do they consume? – How? – On what devices? – When?
• 10 minutes
![Page 64: So You Wanna Be a Content Strategist: SXSW 2016](https://reader035.fdocuments.net/reader035/viewer/2022070523/58ecfc341a28ab38098b45a3/html5/thumbnails/64.jpg)
Discussion
![Page 65: So You Wanna Be a Content Strategist: SXSW 2016](https://reader035.fdocuments.net/reader035/viewer/2022070523/58ecfc341a28ab38098b45a3/html5/thumbnails/65.jpg)
Content Strategy Format
• Describe the current state• Describe your idea• Describe your tactics• Describe what the client needs to do to get
there• Bonus: Describe how the client will know if
the strategy is working
![Page 66: So You Wanna Be a Content Strategist: SXSW 2016](https://reader035.fdocuments.net/reader035/viewer/2022070523/58ecfc341a28ab38098b45a3/html5/thumbnails/66.jpg)
Exercise: Build a Strategy
• Given what you now know about the client, their content, and their audience, come up with a plan that uses content to align business and user goals.
• Come up with one user story that describes an example of this plan in action.
• 15 min
![Page 67: So You Wanna Be a Content Strategist: SXSW 2016](https://reader035.fdocuments.net/reader035/viewer/2022070523/58ecfc341a28ab38098b45a3/html5/thumbnails/67.jpg)
Presentation of Strategies
![Page 68: So You Wanna Be a Content Strategist: SXSW 2016](https://reader035.fdocuments.net/reader035/viewer/2022070523/58ecfc341a28ab38098b45a3/html5/thumbnails/68.jpg)
How to Get a Job
![Page 69: So You Wanna Be a Content Strategist: SXSW 2016](https://reader035.fdocuments.net/reader035/viewer/2022070523/58ecfc341a28ab38098b45a3/html5/thumbnails/69.jpg)
Questions?