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Techcomm to Content Strategy
Alan J. Porter@alanjporter / @thecontentpool
TheContentPool.com
@alanjporter / @thecontent pool
Every Company, No Matter it’s size…
• Develops a product or service. – R&D / Manufacturing.
• Tells people about it – Traditional marketing / advertising.
• Get’s people to buy it (hopefully) – Sales.
• Collects money for it. – Finance.
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And creates Content
Content is a strategic asset and should be treated like one.
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But Different Roles = Different View of Content
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Always rememberCustomers care more about their problems much more than they care about our products.
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We are the disrupter.
Customers are busy doing other stuff 90% of the time.
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What is a Content Strategy ?
“There are no universal definitions of what a content strategist is. It's evolving, albeit slowly. I am struck by how it encompasses many slices from many different disciplines, at least its best: it takes story telling; data organization; operations; marketing; analysis; research and on and on.”
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Content Strategy is..
About achieving business goals by maximizing the impact of content.
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What we don’t know today …
• What content is relevant • Where the gaps are or how to fill them• What content can the organization credibly provide
vs. other sources• How to establish a process to:
– acquire, author, update & retire content• How to deliver it in the best way from a customer’s
perspective• How to measure effectiveness to develop a scalable
and sustainable content delivery.
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Content Strategy
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So what is our Strategy?
We need to turn our content around by transforming it from being Customer Facing to being Customer Driven.
Caterpillar: Confidential Yellow@alanjporter / @thecontent pool
WE WILL PROVIDE ENGAGING, RELEVANT, ACTIONABLE, CONTENT THAT PROVIDES VALUE TO OUR CUSTOMERS.
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Where are people developing a Content Strategy?
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Where’s the OpportunityDoes your company have a unified content strategy the spans both content marketing AND multichannel publishing? Yes 19.8% No 80.2%
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What Skills Do You Need?
“While a technical communicator is focused on delivery, the content strategist is more focused on business case and strategy.”
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Content Strategy involves getting the most from your content:
• Scope• Managing Risk• Increasing efficiencies• Who knows content better than Techcomm –
where all the companies IP comes together.• Need to understand the customers business
– what drives the customers.
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A Typical Content Strategy Process Framework
5Measure & Optimize
4Design & Build
3
Segmentation2
Audit Content
1 Marketing Planning
Goals and ObjectivesAlignment
Define your Audience,
I.D. Personas, Map the buying
Process
Review existing content, Identify Content
Gaps
Fill Relevant Content
Gaps, Repurpose
Create Content Calendar
Measure Everything, Optimize,
Key Words, Improve based on Results
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What Steps To Take
• Realize that Content resides across the organization
• End the cold war. – The pig scenario.• Break down silos – Build bridges• Techcomm / Marketing / Training and more.• Content Audits• Offer advice and consultancy• Share the vision
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You May Already be a Content Strategist.
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You not only choose the path you walk in your career, you create the path you walk. Leverage your core competencies and create a new path!
Go For It!
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“The over-arching impact of a unified content strategy seems to be hitting home for more and more companies. Strategists are learning to prove their knowledge, impact, and usefulness by speaking in a business-oriented language, and executives are listening.”
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ALAN J. [email protected]
Twitter@alanjporter / @thecontentpool
Blog on ContentTheContentPool.com
Other Writinghttp://alanjporter.comhttp://facebook.com/AlanJPorterWriter
