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10 THINGS every business person  should know about  content strategy
INTRODUCTIONS ,[object Object],[object Object],[object Object]
VOCABULARY
CONTENT IS…. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
CONTENT IS… ,[object Object],[object Object],[object Object],[object Object]
CONTENT IS… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
CONTENT IS…  ,[object Object],[object Object],[object Object],[object Object]
INFORMATIVE
INSTRUCTIONAL
ENTERTAINING
OR ALL THREE
STRATEGY IS…  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
WHAT IS CONTENT STRATEGY?
[object Object],[object Object],[object Object],[object Object],[object Object],“
TWO BIG COMPONENTS ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Content  Stuff People Stuff
THE GOAL IS TO MAKE CONTENT… ,[object Object],[object Object],[object Object],[object Object],User  Stuff Business Stuff
1. TREAT CONTENT LIKE A CRITICAL BUSINESS ASSET. (IT IS ONE.)
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],“
[object Object],[object Object],[object Object],[object Object],1776
1955
1956:  INFORMATION AGE
 
1990:  INFORMATION SUPERHIGHWAY
CONTENT SAVES MONEY ,[object Object],[object Object],[object Object],[object Object]
CONTENT MAKES MONEY ,[object Object],[object Object],[object Object],[object Object],[object Object]
MEASUREMENT MYTH
TO DO:  DEFINE REAL GOALS AND SUCCESS METRICS.
2. CONTENT NEEDS DEDICATED OVERSIGHT.
Brand/ Marketing UX/Web  Strategy IT/ CMS Product/ The Business Content
 
1955
Brand/ Marketing UX/Web  Strategy IT/ CMS The  Business Content Strategist
 
No.
TO DO:  ASSIGN A CONTENT ADVOCATE.
3. IT’S NEVER TOO EARLY TO THINK ABOUT CONTENT.
SEXY
 
IMPACT OF 11 TH   HOUR CONTENT ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
TO DO:  INVITE YOUR CONTENT ADVOCATE TO YOUR PROJECT KICKOFF MEETING
4. UNDERSTAND YOUR CONTENT’S ENVIRONMENT.
ON THE INSIDE  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
ON THE OUTSIDE ,[object Object],[object Object],[object Object],[object Object],[object Object]
ALIGN STAKEHOLDERS ,[object Object],[object Object],[object Object]
TO DO:  CONTENT FACTORS ANALYSIS
5. DOCUMENT YOUR  CONTENT ECOSYSTEM.
Twitter Print brochures Call center script Advertisements Web Site  Annual report Blog In-person conversations YouTube channel Manuals Direct Mail Newsletter Events  Packaging  Signage Press release
 
 
TO DO:  CREATE CONTENT MAPS AND AUDITS
6. DON’T UNDERESTIMATE THE CONTENT CREATION EFFORT.
CONTENT IS  COMPLICATED   ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
 
JUST TO GET STARTED… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
5   hours
 
TO DO:  CREATE A DETAILED TIME AND BUDGET ESTIMATE
7. ASK WHY.  START SMALL.
HOW CONTENT GROWS ,[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],“
LESS CONTENT IS OFTEN… ,[object Object]
 
 
LESS CONTENT IS OFTEN… ,[object Object],[object Object],[object Object],[object Object]
TO DO:  MEASURE ALL CONTENT REQUESTS AGAINST BUSINESS GOALS.
8. ASSEMBLE THE CONTENT TEAM BEFORE THE WORK BEGINS.
THE DREAM TEAM ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
CREATION PROCESS ROLES ,[object Object],[object Object],[object Object],[object Object],[object Object]
TO DO:  CREATE A RESOURCE/WORKFLOW PLAN
9. CONTENT NEEDS CARE AND FEEDING.
I need constant attention!
 
TIME-SUCK TECHNOLOGIES ,[object Object],[object Object],[object Object],[object Object]
I’ve been ignored since 1999!
 
 
TO DO:  EDITORIAL CALENDAR
Nobody likes me!
 
TO DO:  CONTENT QUALITY ASSURANCE PLAN
I’m incorrect or embarrassing!
 
 
TO DO:  SCHEDULE REGULAR  AUDITS OF ALL CONTENT
10. BE PREPARED FOR CHANGE.
 
LIFE HAPPENS ,[object Object],[object Object],[object Object],[object Object]
TO DO:  CREATE A GOVERNANCE PLAN AND COMMITTEE
IN SUMMARY
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object]
THANKS. QUESTIONS? ,[object Object],[object Object],[object Object]

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10 things every business person should know about content strategy

Notes de l'éditeur

  1. Find out what you have Define how and when people use each piece of content Draw a map of how all of your content works together
  2. What needs to be updated and when Who does creates, reviews, approves, publishes… When does content die How long do updates take Budget
  3. Web – analytics software User research Ask your customer service or call center staff Ask your salespeople
  4. Document what you have Schedule regular reviews Track what changes Define criteria for quality Define trigger “events”