Content Strategy

A short introductionby Steve Cristofaro

Plan

• Defining content strategy…a few different ways.

• Defining objectives for your content• Practical illustrations• ROI & metrics• Questions / Discussion

Content is King…

Content strategy

• ”The practice of planning the content creation, delivery, and governance”

– Kristina Halvorson – Content Strategy for the web

• “a repeatable system that defines the entire editorial content development process for a website development project

– Richard Sheffield – Web content strategist’s bible

Content strategy

A defining step in your Web project’s conception.

A set of objectives & tactics to guide your online efforts.

A way to organize your online presence …

Content strategy

• A strategic compromise between the diverse actors of your business & their objectives.

• Defining the content needs of your customer at all steps of the cycle & planning how to answer them through online means.

Actors

Actors, continued

How to keep everything in order

• Identify core keywords & key expressions• Create & entertain a style guide• Identify subject matter experts & involve

them• Keep track of everything – create a

content index• Keep track of experiments & results

Tools to help you along

• Analytics• Content templates• Training materials• Sell sheets• Google keyword

tools• Content index

Content indexSection URL Content Objective SME Key

contactKeywords

Homepage www.aircanadavacations.com

Search,deals, navi, aeroplan, USP, promos

Orient, inform & promote

Shared DirectorE-commerce

Travel, vacation, Cuba, Mexico Europe etc…

Mexico www.aircanadavacations.com/en/mexico

Destination info, city list, flavor.

Funnel interest, inform

S.Smith, product dept.

S. Cristofaro, e-commerce

Mexico, All-Inclusive, Cancun, Puerto Vallarta,

Fall to Europe www.aircanadavacations.com/en/promo/falltoeurope

Promo, conditions, deals

Promote deals, spark vacation search, inform

Promotions dept.

C. Ragusa, e-commerce

Paris, London, flights, deals, vacations, Europe, promotion

Defining objectives for your content

• Not a business objective– Measurable– Reachable

• Think « operational »– Get visitors to sign-up– Get them to make a search– Get them to call-in– Drive to store

• Measures should be based around the visitors’ actions

How can it change my business

• Identify, train & leverage stakeholders• Decrease web project production time• Inform SWOT analysis• Identify gaps in information & business

processes

Don’t tell me, show me

Practical Illustrations - summarize

Practical Illustrations - repeat

Practical Illustrations - funnel

________ ____________Practical Illustrations - illustrate

Ok, so what?

Staying in charge of the metrics

• Use A/B & multivariable testing• Report on key learnings• Set-up KPI’s for your content

– Google rank for key sections– Conversion gains– Decrease in call centre inquiries

How can I calculate ROI on content?

• Reduction in # of calls• Direct revenue growth• Lead generation• Productivity gains across all departments

– Your website should be the main tool for all employees’ information needs when dealing with your client

Questions?

Steve Cristofaro

web content specialist

steve.cristofaro@gmail.com

http://ca.linkedin.com/in/stevecristofaro