Confab Events: How To Move From The High Chair To The Boardroom Table
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Move from the HIGH CHAIR to the BOARDROOM table
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Transcript of Confab Events: How To Move From The High Chair To The Boardroom Table
Move from the HIGH CHAIR to the BOARDROOM
table
Slides: http://bit.ly/1PB341X
Thank you, Sean Turbidy (@tubes)
Who cares about Content Strategy?
And THIS Person…
Do THEY CARE about content strategy?
Let’s talk GOALS
Wake me when you’re DONE. Not AGAIN. Tell me about it.
CONTENT STRATEGYHAS BEEN UNDERSOLD!
<Yes, I’m yelling>
META DATA
AUDITS META DATA
AUDITS META DATA
VOICE and TONE
AUDITS METADATA
VOICE and TONE
TAXONOMY
AUDITS META DATA
VOICE and TONE
TAXONOMY
USER EXPERIENCE
AUDITS META DATA
VOICE and TONE
TAXONOMY
USER EXPERIENCE YADA YADA YADA
Hmm…Before Content Strategy
After Content Strategy
Content Strategy is the CONNECTOR
What is Content Strategy?
Can you HEAR ME now?
h+ps://www.flickr.com/photos/teegardin/5912877757
Yeah, whatever. Let’s talk goals for your
content.
h+ps://www.flickr.com/photos/yiie/4865201576/
If he covers user experience, wake me up.
2010
YOU’RE FIRED!
Where to next?
Image source
2012
Aha! Aha!
Aha! 2013
Business Strategy Content Strategy
Content Strategy
Digital Marketing Agencies
OBSERVATION
SEO PPC
CONTENT
SOCIAL MEDIA
CONTENT STRATEGY CLIENTS
h+ps://www.flickr.com/photos/pinksherbet/4799603746/in/set-‐72157603906187003
DISCOVERY
DISCOVERY
DISCOVERY
DISCOVERY
STRATEGY > CONTENT
DISCOVERY
DISCOVERY
CONTENT STRATEGY IN ACTION
BBB
the MAIN implement
BBB
FAMILIARITY
BBB
SLICES through the B.S.
Strategy is the Glue businesses Crave
HOW DO WE GET THERE?
1. CONTENT is NEVER THE SOLUTION. <EVER!>
HOW MARKETERS
VIEW THE IMPACT
OF CONTENT.
WHAT
the…
HAYELL?!
96% of B2B marketers SUCK at CONTENT MARKETING. - Forrester
Blogs
Podcasts
eBooks
Webinars
FAQs
Videos
Infographics
h+ps://www.flickr.com/photos/tomitapio/5601194718
Dahyum!
≠
“The very essence of strategy is explicit, purposeful choice. Strategy is saying explicitly, proactively: ‘We're going to do these things and not those things for these reasons.”— Roger Martin, University of Toronto
“I hate process. I’ve hated it forever. It feels constricLng and inauthenLc and like it doesn’t take into consideraLon all the weird circumstances that might arise in a given situaLon. But I’ve learned to make process my ally. Process is powerful because it frees you and your team from approaching each new scenario like it’s the first Lme. …It’s also powerful because it creates an expectaLon of what will happen.” —Rand Fishkin, Moz
Too much information
Work Together To Find Answers
2. The data WON’T save you.<No booing,
please>
In DATA we trust
h+ps://www.flickr.com/photos/75279887@N05/6914441342
“No matter what you give them—even when you
exceed expectations—they are NEVER satisfied.”
<not> My Wife
My Wife <Nerd>
“Data is useful for helping organizations make better decisions. But using data to make decisions without taking into account the various other factors that impact a business—including the people—is dumb.”—Mrs. Smith
You’re NOT Going
ANYWHERE
YOU
CONTENT
SOCIALSEARCH
We’re on the SAME team
PAID MEDIA
Helps ensure the goal remains the goal.
Defy being defined
3. SURRENDER the OBSESSION with ROI!
<just stop it>
TRAP
C-Suite
Content Strategist
SAFEST BEST
This could
get messy.
Trade in ROI for Real-World Success (RWS)
Developed collateral materials for sales
Assisted the Customer Success Team
Helped Develop Leadership Training Curriculum
"Saskatoon Business College Lab" by Sbcadmissions - Own work. Licensed under CC BY-SA 4.0 via Wikimedia Commons - http://commons.wikimedia.org/wiki/
Helped Beat Mobilegeddon
Mobilegeddon? Pfft… That was MONEY in our pockets.
h+ps://www.flickr.com/photos/tawheedmanzoor/2309847575
Speaking the C-Suite’s language opens doors
4. It’s NOT about YOU <or me>
No one cares about your user journey map
Or your PERSONAS
“What resonates most with executives is tying content problems to business goals.” — Hilary Marsh
Empathy is more than a buzzword
Yes, it’s going to hurt.
Brands need advocates
Image source
Lead. We’ll <gladly> follow.
5. The job WON’T save US. <check your ego at the
door>
Advocacy can easily be confused with arrogance
Misplaced passion easily turns into pridefulness
The end doesn’t always justify the means
Brands Need Helpers, NOT Heroes
Get OUT of your own way
Leave the cape at home
Meet people where they are
Leave them better than they were
THANK YOU!
