A Model for the Strategy and Tactical Steps that Create Enterprise ...
Content Strategy Is Going Tactical
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Transcript of Content Strategy Is Going Tactical
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Ida Hakola & Ilona Hiila • Founder’s of Finland’s 1st
content strategy agency Vapa Media
• Working with the biggest companies in Finland
• GOAL: help our clients to connect with their customerS ONLINE
• Authors of ”Strategic hold on the web”– A book about content strategy
• Comment, contact and share your thoughts: @IlonaHiila & @idahakola #csforum13
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Cs Forum Helsinki • 235 attendees • 34 speakers • 4 continents • 13 countries • 1 event
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Content strategy is going
tactical
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Since 2010 we’ve seen huge changes in the way people and
companies utilize content.
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Content
Everything we do online is based on content – all interactions with consumers are based on content
Campaigns Digital copywriting
Articles
Videos Product information
Contact details
Status updates
Tweets Photos Forms
Newsletters Titles and headings
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Vision
Target group definitions
Objectives
Roles
Keywords
Metadata
Content creation
Infoarchitecture
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Vision
Target group definitions
Objectives
Roles
Keywords
Metadata
Content creation
Info architecture
We need to connect the “big idea” and the small actions to create tactical content
flow.
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Research
Processes & people
Pilot projects
Implementation
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What is interesting to our customer
Right now?
How can we react to the discussion
and topics In our channels?
Research
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”Inspiraatiota voi löytää mistä vain! Ennen hain sitä sisustuslehdistä, mutta nykyään tuntuu että lehdissä jutut
tulevat vähän myöhässä verrattuna blogeihin.”
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How can create realistic content
processes?
How can we utilize our networks to create content – and our brand
Processes & people
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CHECK IT OUT: WWW.FAZERCAFE.FI
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How can we reach New target audiences
effectively?
How can we utilize new channels?
Pilot projects
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What is our role as a publisher?
How can we design content that is
Valuable for our customers?
Implementation
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RESEARCHER
CREATIVE DESIGNER
AGGREGATOR & COACH
CONTENT CREATOR
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CONTENT STRATEGY, YEAH!
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THANK YOU!
www.vapamedia.fi @Vapamedia