Content Strategy: A new approach

Kathy Wagner and Melissa BrekerContent Strategy Inc.

ContentStrategyInc.com #CSIFramework #ConfabMN @Team_CS_Inc

Is this what people look like when you explain content strategy?What is content strategy?

Sometimes we’re misaligned.

What is content strategy?

Stop.

What if we just show content strategy?

What’s included in content strategy?What’s part of content strategy?

Stop.

What’s included in content strategy?

Instead, what if we just show what’s involved?

What if we just show what’s involved?

As an industry,

we spend a lot of time talking to ourselves.

We wanted

a way to talk to the people

who buy content strategy.

We asked ourselves, “How can we start conversations with the right people?”

We needed to cut through the clutter and confusion that we create in our industry.

We started with what worked in the past

We thought about where we wanted to go

And what our experience taught us.

We found that we needed 2 things:

A new

model

A compelling

story

A new model had to:• Show different parts of CS• Emphasize holistic CS• Point to the impact of CS• Avoid our industry jargon• Have a clear framework• Be applicable in different

situations.

Background and context“Front stage” & “Back stage” were the most clear and industry agnostic

Content strategy

Content strategy

Content strategy

Content strategy

Content strategy

Content strategy

Content strategy

Content strategy

Content strategy

Content strategy

Content strategy

The new model:• Shows different parts of CS• Emphasizes holistic CS• Points to the impact of CS• Avoids our industry jargon• Has a clear framework• Is applicable in different

situations.

Then came the story

Why?

We need stories in order to build messages that are both “accurate and human”.

~BARRIE SEPPINGS

Why? A story sells the tickets.

• To clients• To managers• To executive• To colleagues.

The story had to:• Show relevant value• Have a villain and a hero• Cast us in a supporting

role• Clarify and simplify CS• Support the new model.

Different audiences have different interests and values. Customize your story.

Our story focuses on how CS brings value to businesses through:

• Improved customer experiences• Improved quality of service• Reduced operational costs

• Increased quality leads• Support for business growth• Big impact on small budgets

Find the villain, and cast your audience as the hero.

Customize your story.

Our villains started out business generic• Not enough customers• Not enough resources• Increasing online requirements• Noisy complex environment

And then went big picture

• Car accidents• Loss of power• Complicated technologies

And then ended up personal

• Job and reputation risk• Inability to make smart choices

The hero is always your audience. Never you.

But you can be the fairy godmother.

Tell the truth, but:

1. Amplify the pain2. Simplify the gain3. Show new

connections

Use metrics and emotion

Our story for large, public corporation audiences

Our story:• Shows relevant value• Has a villain and a hero• Casts us in a supporting role• Clarifies and simplifies CS• Supports the new model.

Our story for smaller, growing company audiences

Our story:• Shows relevant value• Has a villain and a hero• Casts us in a supporting role• Clarifies and simplifies CS• Supports the new model.

Content strategy model

A customized, compelling story+

What’s your story?

= a new approach for talking about content strategy.

How could you use this model?

What’s your story?

Tell us, atinfo@contentstrategyinc.com@Team_CS_Inc

Let’s stay in touch!Kathy Wagner and Melissa BrekerContentStrategyInc.com

@Kathy_CS_Inc@MelissaBrekercontentstrategyinc.com/new-approach