Introduction to content strategy

Introduction to Content Strategy

Introductions

David Dylan Thomas

Senior Content Strategist,EPAM

@movie_pundit

Ask Early. Ask Often.

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

What do you want to do?

Why should you learn about content strategy?

Because LinkedIn

Because Meetup

Demand Is High,Supply Is Low

Freelance > Full Time

Content strategy is gaining ground on traditional marketing and SEO

Traditional marketing says, “You know what’s awesome?

Our shoes!”

Content strategy says, “You know what’s awesome?

Running!”

Also, it’s fun!

Most content strategists don’t know they’re content strategists

(Many are ex-journalists)

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.

Exercise: What is content?

• Split up into groups• Come up with a working definition• Include 5 examples of what IS content and

why• Include 5 examples of what is NOT content

and why• 10 minutes

Discussion

What Is Content Strategy?

significant objects dot com

Instead of a product description…

…they told a story

Original Price: $0.33

Final Price: $71.00

Original Price: $2.99

Final Price: $101.00

Original Price: $3.00

Final Price: $193.50

Content Strategy is the planned use of content to achieve a goal.

• 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).

Casey Kasem

Turned Financial Reports into Entertainment

“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!”

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

Result: #1 on iTunes

Nonprofit Goals

This Is Content

This Is Content Strategy

Exercise: Examples of Content Strategy

• In your group, based on the definition, come up with three examples of content strategy.

• Two should show content strategy done well.• One should show content strategy done

poorly.• 10 minutes

Discussion

All content strategies require two things:

• Goal• Audience

The more you know about both, the better the strategy will be

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?

The Two Most Common Content Strategy Problems

• Help, I’ve got too much content!• Help, Amazon is killing me!

Typical Content Strategy Deliverables

• Content Inventory• Content Audit• Gap Analysis• Content Migration/Mapping• Strategy Document

Less Typical Content Strategy Deliverables

• Contextual Inquiry• Stakeholder Interviews• On-Site Workshop

Content Workshop

Less Typical Content Strategy Deliverables

• Contextual Inquiry• Stakeholder Interviews• On-Site Workshop• Integrated Experience Strategy

Experience Strategy

Less Typical Content Strategy Deliverables

• Contextual Inquiry• Stakeholder Interviews• On-Site Workshop• Integrated Experience Strategy• Governance Document

Governance

• Assignment: Read “Responsive Design Won’t Fix Your Content Problem” by Karen McGrane

• http://alistapart.com/column/responsive-design-wont-fix-your-content-problem

Case Study #1

• Legal Software Producer

Discovery

• Contextual Inquiry• Competitive Analysis• Stakeholder Interviews

Coming Up with Ideas

• On-Site Workshop• Conceptual Design

What is the most important skill a content strategist should have?

The ability to listen.

Delivery

• Integrated Experience Strategy

Result

• 200% Increase in Sales

Case Study #2

• A big sports retailer

“We have a great experience in-store but that’s not translating to online.”

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.

About to become the oldest content strategy in the world

• Personalization

You’re there to help your customer achieve a goal. Selling them shoes is just one part of that.

“We’re switching CMS’s.”

CMS = Content Management System

• (Until recently) they all suck.

(In the best-cast scenario) you are part of a team.

Discovery/Pitch

•(RFP)•SOW•Website•Competitors’ Websites•Social Media•State of the Industry

Delivery

•Being in a room with people•MVP•Wireframes•Comps (Copy)•Objective Matrix

Governance

•On-site workshop•POVs

Building a Content Strategy for Your Client

• Learn about the client and their goals• Learn about the audience and their goals• Explore how content can align those goals

Interview Techniques

• Content Deep Dive– Why is your client creating content?

• Stakeholder Interviews

Exercise: Establishing Business Goals

• One person will represent GDI.• One person will interview.• One will take notes• Answer:– Is GDI creating content?– If so, why?– Fill in the blank:

• GDI creates content in order to __________.• GDI members should arrive feeling ________ and leave feeling

__________ .

• 10 minutes

Discussion

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?

Exercise: Learn About the Audience

• One person will represent audience.• One person will interview.• One will take notes• Answer:

– Why do they come to GDI? – 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

Discussion

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

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

Presentation of Strategies

How to Get a Job

Questions?

Survey!

http://goo.gl/forms/vR9gzVeqAq

Thank you!

David Dylan Thomas@movie_pundit

[email protected]