Making the case for content
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1. The document discusses how to build an effective content strategy by putting people and audiences at the heart of the process. 2. It recommends taking a four step approach to content strategy: define goals and audiences, strategize by finding overlap between goals, plan the necessary content, and govern ongoing content maintenance. 3. The key lessons are that content is about meaningful conversations with customers, audiences should be the focus of any strategy, and developing a content strategy requires careful planning but pays off.
Making the case for content
- 1. Making the case for content How to build a strategy & make your content stand out
- 2. Blind faith in technology. Baron Manett SVP Strategy, Ariad @bstat Chad Story UX and Content Strategist @chadstory Howdy, nice to meet you
- 3. 2000 – 2012 Blind faith in technology. What’s the point of marketing?
- 4. Somehow we thought he had all the answers…
- 5. We started to listen these folks
- 6. And then this happened…
- 7. …and this…
- 8. … and then this.
- 9. Now this.
- 11. 2000 – 2012 Blind faith in technology. What’s the point of marketing? So…
- 16. 2000 – 2012 Blind faith in technology. People & the relationships they have with one another
- 17. 2000 – 2012 Blind faith in technology. Compromise & Communication Makings of a good relationship
- 18. 2000 – 2012 Blind faith in technology. Compromise Conversation= For marketers this means… Communication Empathy=
- 19. 2000 – 2012 Blind faith in technology. Conversation EMPATHETIC LISTENING MUTUAL BENEFIT THOUGHTFUL RECIPROCAL
- 20. 2000 – 2012 Blind faith in technology. Where does content fit in?
- 21. It’s the stuff you talk about.
- 22. 2000 – 2012 Blind faith in technology. Content ≠ copy
- 23. 2000 – 2012 Content ≠ format
- 24. 2000 – 2012 Content ≠ messaging
- 25. 2000 – 2012 Content: The essence and substance of your brand’s conversations.
- 26. HUH?!
- 27. 2000 – 2012 Blind faith in technology. Think of it like this…
- 28. 2000 – 2012 This is Brad… …he wants a new car.
- 31. RESEARCH VALIDATES TESTS CONFIRMS BUYS 2000 – 2012 Brad has questions… ? ? ? ? ? ? ? ? …we have answers.
- 32. CONTENT This is
- 33. 2000 – 2012 Wells Fargo
- 34. 2000 – 2012 IKEA
- 36. 2000 – 2012 ?If = CONTENT
- 37. 2000 – 2012 What is content strategy?
- 38. content strategy > What should we say? > Which format do we use? > How should we sound? > How do we create it? > How will we maintain it? > Why are we doing this? > What are the right channels? > Who are we talking to? > How will we measure it? > Why are we saying it?
- 39. 2000 – 2012 Content Strategy: Content strategy plans for the creation, publication, and governance of useful, usable content. – Kristina Halvorson
- 40. THE PROCESS?
- 41. THE PROCESS?
- 42. But there are tools & approaches…
- 43. 2000 – 2012 Blind faith in technology. People-focused content strategy Here’s ours…
- 44. WHAT TO EXPECT TODAY: 1. We’ll challenge your thinking about content. 2. Show you that content is an asset worth investing in. 3. Explain how to think about content strategically. 4. Arm you with an approach to content strategy.
- 45. Define 1 Strategize 2 Plan 3 • Business objectives • Audience insights • Content review • Overlap in goals • Strategy statement • Identify formats • Align existing content • Identify gaps • Matrix • Requirements • Tone and voice • Editorial calendar
- 47. DefineGathering everything we need for the strategy.
- 48. Why?What are the objectives underpinning your strategy?
- 49. You probably have to deal with this
- 50. Tools that can help Market analysis reports Competitive Reviews
- 51. Is this a good objective? Get more visitors to our website.
- 52. Get more visitors to our website. Increase the number of sale- qualified leads.
- 53. Identifying True Objectives • Create a unified web presence that allows donors, information seekers and grant applicants to engage with the brand • Tell the story of the brand online, building a deeper relationship with existing and prospective donors, increasing the likelihood of donation frequency and amount • Reinforce the brand as a legitimate charitable organization • Increase donations from $140,000 to $200,000 in 2013 BUSINESS MARKETING • A legitimate charitable organization • Show how easy giving can be and how small monthly contributions add up. COMMUNICATION
- 54. ü The makings of a good objective: Measurable: Can be measured with a certain degree of accuracy. ü Focused: Places emphasis on a single goal. ü Business impact:The objective is moving the business forward in a meaningful way.
- 55. Your turn: Let’s complete exercises one, two and three. Here’s how: 1. Craft your business story 2. Map out your stakeholders 3. Identify your business requirements
- 56. Who?What audiences are we trying to connect with?
- 57. Everyone!
- 58. Audience research Personas Customer journeys Tools that can help
- 59. The Brief Unpacking the brief The Insights ? Gender: Men and Women (note that 84% of Canadian men also report making regular donations to charities, compared with 86% of women) Age: 45-54 and 55-64 (younger and older boomers) Education: University educated Avg. annual contribution: $725 Size of the market: 570,000 Canadians
- 60. The Brief Unpacking the brief Gender: Men and Women (note that 84% of Canadian men also report making regular donations to charities, compared with 86% of women) Age: 45-54 and 55-64 (younger and older boomers) Education: University educated Avg. annual contribution: $725 Size of the market: 570,000 Canadians The Insights Doing their homework online, but interacting offline. Boomers are more likely to research a charity before making a donation – generally on the organization’s website. A personal connection is often the key to giving. Boomers respond more generously to personal requests to give (i.e. charitable events). But the likelihood that the donor is somehow personally connected to the cause significantly increases the likelihood they will give.
- 61. Unpacking the brief The Insights Doing their homework online, but interacting offline. Boomers are more likely to research a charity before making a donation – generally on the organization’s website. A personal connection is often the key to giving. Boomers respond more generously to personal requests to give (i.e. charitable events). But the likelihood that the donor is somehow personally connected to the cause significantly increases the likelihood they will give. The Goals > Make a donation online. > Read more about the charity. > Learn more about the projects they support.
- 62. Getting to know our audiences: Data Demographics Hypotheses Assumptions Insights Behaviours Motivations Goals
- 63. Empathy Maps
- 64. Your turn: Let’s complete exercises four. Here’s how: 1. Identify your audience and their needs.
- 65. What?What content do we currently have?
- 66. “I want a blog!”
- 68. Audits Done Right Establish criteria q Name q Location q Format q Creation date q Brand q Focus q Notes What you’ll inventory Look for sources Where you’ll look > Websites > Collateral > Call Centre Scripts > Archives > Social Media > Design files > Warehouses
- 69. STRATEGIZEPulling it all together
- 71. 2000 – 2012 They want to… Mapping objectives We want to… > Make a donation online. > Read more about the charity. > Learn more about the projects they support. >Increase donations from $140,000 to $200,000 in 2013. > Tell the story of the brand online, building a deeper relationship with existing and prospective donors, increasing the likelihood of donation frequency and amount. > Show how easy giving can be and how small monthly contributions add up.
- 72. 2000 – 2012 They want to… Mapping objectives We want to… > Make a donation online. > Read more about the charity. > Learn more about the projects they support. >Increase donations from $140,000 to $200,000 in 2013. > Tell the story of the brand online, building a deeper relationship with existing and prospective donors, increasing the likelihood of donation frequency and amount. > Show how easy giving can be and how small monthly contributions add up.
- 73. 2000 – 2012 Finding Overlap Where the strategy lies Audience Goals Business Objectives
- 74. Spell it out A single destination to learn about,support and donate to Save the Trees.
- 75. Strategy Statement A single destination to learn about,support and donate to Save the Trees. Everything in one place. Bring all the information about the brand together in a single and convenient location. No searching, no hassle. Get it and go. Broad reach, local impact. Save the Trees has an enormous impact in the lives of Canadians, in their communities and across the country. Lets brag a little. Just for them. Anyone who is looking to have an impact on their local environment can join in by supporting, donating or applying for money.
- 76. Finding Brand Themes SAVE THE TREES DIY Environmentalism People helping people Community Power Work in action
- 77. Your turn: Let’s complete exercises five, six and seven. Here’s how: 1. Find overlap between your goals and those of your audience. 2. Identify your brand themes. 3. Craft your strategy statement.
- 78. PLANMapping out how to get it done
- 79. Identifying content types Audience Goal Topics Format Read more about the charity. Make a donation. • The history of Save the Trees. • The projects we support. • Financial statements > Video > Project profiles > Tips > Step-by-step instructions > Project stories • How to donate. • Where donations go. • Privacy and security policy, • Other ways to give.
- 80. Find Gaps Reuse ? ? What does our content audit say? Audience Goal Topics Format Read more about the charity. Make a donation. • The history of Save the Trees. • The projects we support. • Financial statements > Video > Project profiles > Tips > Step-by-step > Help text > Project stories • How to donate. • Where donations go. • Privacy and security policy, • Other ways to give.
- 81. Your turn: Let’s complete exercises eight. Here’s how: 1. Identify the content you’ll need and list out if you know where it exists.
- 82. The tools: Tone and voice guidelines Content requirements Editorial calendar
- 83. Setting up a matrix All the content we need to produce, edit or migrate.
- 84. Content Requirements Where is the source content? What are the copy points? Where are the wireframes? Who creates it? When is it due? The Purpose:
- 85. Governance How do we do to maintain content?
- 86. Your turn: Let’s complete exercises nine. Here’s how: 1. Try your hand at completing content requirements.
- 87. And… breathe ;)
- 88. ü Content is powerful: It’s the substance of the conversations you have with customers. ü Content is for people: Put your audience at the heart of your strategy and it will excel. ü Content is hard work: But it’s worth it. Here’s what we learned: