Introduction to Content Strategy - NetSquared Remix
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Transcript of Introduction to Content Strategy - NetSquared Remix
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Introduction to Content Strategy
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David Dylan Thomas
Senior Content Strategist,EPAM
@movie_pundit
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Ask Early. Ask Often.
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What We’ll Learn
• What content strategy is• The kinds of problems it solves• How it solves them
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What Is Content Strategy?
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significant objects dot com
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Instead of a product description…
…they told a story
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Original Price: $0.33
Final Price: $71.00
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Original Price: $2.99
Final Price: $101.00
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Original Price: $3.00
Final Price: $193.50
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Content Strategy is the planned use of content to achieve a goal.
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• 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).
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Casey Kasem
Turned Financial Reports into Entertainment
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“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!”
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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
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Result: #1 on iTunes
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Nonprofit Goals
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This Is Content
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This Is Content Strategy
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Content strategy is gaining ground on traditional marketing and SEO
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Traditional marketing says, “You know what’s awesome?
Our shoes!”
Content strategy says, “You know what’s awesome?
Running!”
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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.
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Content strategy’s job is to help an organization think like a newspaper.
Content strategy’s job is to help you make decisions about content.
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All content strategies require two things:
• Goal• Audience
The more you know about both, the better the strategy will be
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Most content strategies try to answer three questions:
• What are our goals?• What are our audience’s goals?• How can content help the two
intersect?
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The Content Strategy Process
1. Investigate• Learn about your organization• Learn about your audience• Learn about your content
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The Content Strategy Process
2. Come up with ideas• Collaborate/Workshop • Think for yourself
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The Content Strategy Process
3. Create a Plan• What are we going to do?• How are we going to do it?• Who is going to do what? (Governance)• Assign Goals to Content
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The Content Strategy Process
4. Execute the Plan5. Measure the Results6. Learn from the Results7. Wash, Rinse, Repeat
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Build, Measure, Learn
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What is the most important skill a content strategist should have?
The ability to listen.
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Content Workshop
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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
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Case Study #1
• Legal Software Producer
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Case Study #2
• A big sports retailer
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Exercise: Establishing Your Organization’s Goals
• One person will represent their organization.• Good if one other person in group knows this org.• One person will interview.• One will take notes• Answer:
– Is your organization creating content?– If so, why?– Fill in the blank:
• My org creates content in order to __________.• My org’s audience should arrive feeling ________ and leave feeling
__________ .
• 10 minutes
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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?
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Exercise: Learn About the Audience
• One person will represent audience.• One person will interview.• One will take notes• Answer:
– Why do they come to your org? – 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
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Exercise: Build a Strategy
• Given what you now know about the organization, their content, and their audience, come up with a plan that uses content to align organization and user goals.
• 10 min
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Presentation of Strategies
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Questions?