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

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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.

Thanks.E kristina@braintraffic.com

W braintraffic.com/blog

T @halvorson

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