5 STEPS TO FAST TRACK YOUR CONTENT STRATEGY Presented by Shelly Bowen, Pybop, LLC [email protected] @pybop @shelbow #IDSD
Five Steps to Fast Track Your Content Strategy
Jan 26, 2015
A content strategy will not only help you share your brand story more effectively, but it will also help you create relevant, valuable content that: 1) your audience wants/needs 2) your sponsors/advertisers love and 3) supports your business goals.
In this Fast Track talk from the San Diego Ad Club's Interactive Day, Shelly Bowen of Pybop highlights 7 Reasons Your Should Start with Content Strategy and 5 Key Elements to a Successful Content Strategy.
She also discusses how to build your case for content strategy, including content strategy ROI, and shares a case study that unveils how content strategy helped Dr. Oz, Sharecare, and Weight Watchers reach more than one million people online.
In this Fast Track talk from the San Diego Ad Club's Interactive Day, Shelly Bowen of Pybop highlights 7 Reasons Your Should Start with Content Strategy and 5 Key Elements to a Successful Content Strategy.
She also discusses how to build your case for content strategy, including content strategy ROI, and shares a case study that unveils how content strategy helped Dr. Oz, Sharecare, and Weight Watchers reach more than one million people online.
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Transcript
5 STEPS TO FAST TRACK
YOUR CONTENT STRATEGY
Presented by Shelly Bowen, Pybop, LLC
[email protected]@pybop @shelbow
#IDSD
5 STEPS TO FAST TRACK YOUR CONTENT STRATEGY
© 2012 Pybop, LLC
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2
3
4
5
Define It.
Convince Them.
Pool Your Resources.
Ask Tough Questions.
Be Realistic.
WHAT IS CONTENT STRATEGY?
© 2012 Pybop, LLC
“Content strategy is the practice of planning for the creation, delivery, and governance of useful, useable content.”
--Kristina HalvorsonContent Strategy for the Web
1
DO YOU HAVE USEFUL, USABLE CONTENT?
Does it strongly represent your brand (i.e., your personality)?
Is it influential (think conversion) and have reach (as in SEO and WOM)?
Does it support your business objectives and overall business goals?
Does it speak to your audience and provide what they need when they need it?
© 2012 Pybop, LLC
Use this checklist:
1
This is helpful for ongoing content decisions, too.
Business Goals &
Objectives
2.Analysis
Discovery 1.Content
Audit
3. Planning
4.Execution
5.Measure &
Review
ProblemSolving
CONTENT STRATEGY PROCESS
© 2012 Pybop, LLC
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http://www.pybop.com/2010/04/content-strategy-success-in-5-steps/
Business Goals &
Objectives
KNOW WHAT SUCCESS LOOKS LIKE
© 2012 Pybop, LLC
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Hey, what are we trying to achieve? Can we measure it?
What’s considered success?
What’s most important?
DEFINE IT
© 2012 Pybop, LLC
1. What does Content Strategy mean to us?
2. Why are we doing it?
3. What will our process look like?
4. How will it make our business stronger?
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5 STEPS TO FAST TRACK YOUR CONTENT STRATEGY
© 2012 Pybop, LLC
1
2
3
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Define It.
Convince Them.
Pool Your Resources.
Be Realistic.
Ask Tough Questions.
GATHER THE BENEFITS
© 2012 Pybop, LLC
1. Make your life easier.2. Make your customers’ lives easier.3. Save time.4. Save money!5. Make more money.6. Gain credibility, loyalty, influence. (And avoid embarrassment.)7. Stay ahead of the competition.
Use these to convince your team!
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http://www.pybop.com/2012/06/7-content-strategy-benefits/
OVERCOME OBJECTIONS
© 2012 Pybop, LLC
You’re just making things more difficult than
they need to be. We don’t have time for this.
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We’ll actually have a roadmap for creating,
improving, and maintaining content over time. That will
make life easier.
OVERCOME OBJECTIONS
© 2012 Pybop, LLC
It’s all about the customer. And our
customers don’t need content strategy.
2
Content strategy will help our customers find what they need
and take action fast.
© 2012 Pybop, LLC
© 2012 Pybop, LLC
OVERCOME OBJECTIONS
© 2012 Pybop, LLC
It’s too expensive.
2
Content strategy will help us do more with
less, so we’ll save money on content production.
OVERCOME OBJECTIONS
© 2012 Pybop, LLC
I just don’t see the value.
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Um ...
http://www.pybop.com/2012/05/content-strategy-roi-value/
WHAT ARE THE BENEFITS TO YOUR BUSINESS?
© 2012 Pybop, LLC
Audience In-House TeamBusiness
1. 2.3.4.5.6.
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AND THE COSTS...
WHAT IS THE VALUE TO YOUR BUSINESS?
Formula Credit: Melissa Rach, Brain Traffic. © 2012 Pybop, LLC
Value = Benefits - Costs
22
This is your homework!! Actually do the math.
http://www.pybop.com/2012/05/content-strategy-roi-value/
5 STEPS TO FAST TRACK YOUR CONTENT STRATEGY
© 2012 Pybop, LLC
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2
3
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Define It.
Convince Them.
Pool Your Resources.
Be Realistic.
Ask Tough Questions.
POOL YOUR RESOURCES
© 2012 Pybop, LLC
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Online Offline People
These are your assets (or anchors).
WHAT ONLINE CONTENT?
© 2012 Pybop, LLC
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OnlineContent
Searchable content (text,
videos, images)
PDFs
Members only Dynamic content
Meta data
Employees only
Mobilecontent
Archived email
CGC
SM
WHAT OFFLINE CONTENT?
© 2012 Pybop, LLC
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Books and magazine articles
Whitepapers
Marketing collateral
Media and sales kits
Research studies
Data analysis
Offline
WHAT PEOPLE?
© 2012 Pybop, LLC
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Legacy knowledge
Process and usability issues
Public relationscontributions
Sales concerns
Department head ideas
Customer service calls
Info from People
Problem solvers are most effective — and innovative — when working on the edge of their fields. ~Karim Lakhani, Harvard Professor
Actual customers
© 2012 Pybop, LLC
POOL YOUR RESOURCES3
Audit all online content in a list or spreadsheet.
Gather all offline content in a list or giant box.
Make a list of people to talk to and questions to ask.
Schedule 30 minute talks with the people and take lots of notes!
Use this checklist:
5 STEPS TO FAST TRACK YOUR CONTENT STRATEGY
© 2012 Pybop, LLC
1
2
3
4
5
Define It.
Convince Them.
Pool Your Resources.
Ask Tough Questions.
Be Realistic.
ASK TOUGH QUESTIONS
© 2012 Pybop, LLC
Create a plan.
OfflineContent
Info from People
4
OnlineContent
What’s working?(data, testing, calls)
What’s missing?
What’s outdated, unnecessary, or
cramping our style?
What’s most important? Least important? Is it
balanced?
START WITH YOUR MESSAGING PRIORITIES
© 2012 Pybop, LLC
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Info from People
MAKE A PLAN
© 2012 Pybop, LLC
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OfflineContent
OnlineContent
Audited Content
com
pare
to
Messaging Priorities
Company priorities
Audience priorities
Features
Benefits
Credibility facts
ask
toug
h qu
estio
nsCreate
recommendations
To-Do
More homework?
Yep!
5 STEPS TO FAST TRACK YOUR CONTENT STRATEGY
© 2012 Pybop, LLC
1
2
3
4
5
Define It.
Convince Them.
Pool Your Resources.
Be Realistic.
Ask Tough Questions.
BE REALISTIC
© 2012 Pybop, LLC
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Who can work on this? Do they have time? The skills?
Who is responsible and empowered to make decisions?
Do we have enough time?
Do we have the budget to execute?
Does it work for us and our culture?
Consider time, resources, budget, and culture.
5 STEPS TO FAST TRACK YOUR CONTENT STRATEGY
© 2012 Pybop, LLC
1
2
3
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Define It.
Convince Them.
Pool Your Resources.
Ask Tough Questions.
Be Realistic.
QUICK CASE STUDY
© 2012 Pybop, LLC
Dr. Oz’sTransformation Nation
QUICK CASE STUDY
© 2012 Pybop, LLC
Dr. Oz’sTransformation Nation
Objective: Help Americans live a healthier lifestyle and lose weight
Client: The Dr. Oz Show, Sharecare, Weight Watchers
Schedule: Three months till showtime
The Work: Develop content strategy and content creation that fit the goals, schedule, and resources
The Results ...
QUICK CASE STUDY
© 2012 Pybop, LLC
Dr. Oz’sTransformation Nation
Challenges Solutions
1. Tight schedule2. Team of two3. Three shareholders w/ shifting priorities4. Development twists and surprises
1. Re-used research, fed content to development as it was completed, created a fix-it list early2. Split work and swapped for quality checking3. See #1 and #24. Used a “phased” approach, so we could phase back if needed
QUICK CASE STUDY
© 2012 Pybop, LLC
Dr. Oz’sTransformation NationThe Results:
★ Workflow and agile QA = met launch date★ 1 million registrants in 7 months★ Core quiz had 99% completion rate★ Strategy allowed for highly segmented content delivery★ 300,000 people visited the sponsor in person - the largest in-store/online/TV health program for WW★ 3MM lbs lost★ Increased personal engagement with the TV show★ Data provided a-ha insight to upcoming health programs
[email protected]@pybop @shelbowfacebook.com/Pybop
www.pybop.com
THAT’S IT!
WE’D ❤ TO HEAR FROM YOU!
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