addressing the elephant in the room - content strategy
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Content Strategy Presentation 2012TRANSCRIPT
The Elephant in the Room - Content Strategy
What is it and why we need it?
The idea of an “Elephant in a Room” would be impossible to overlook;
a problem that everyone knows very well but no one talks about
because it’s a looming big one.
What is Content Strategy?● It’s the Planning for the creation,
aggregation, delivery, and governance of useful, usable and appropriate content in an experience -- Kristina Halvorson
● It’s not copywriting, It’s not technical writing, or Content marketing
● It is text, images, video, audio, and social media.
The Numbers Don’t Lie● Content strategy is, in fact, the next big thing
● Here’s a look at Google search returns for “Social Media” over the past few years
2005 = 9,150,0002006 = 41,600,0002007 = 165,000,0002008 = 359,000,0002009 = 1,230,000,0002010 = 2,150,000,000 so far this year
● Here’s a look at Google search returns for “Content Strategy”2006 = 5,930,0002007 = 8,340,0002008 = 137,000,0002009 = 337,000,0002010 = 487,000,000 so far this year
Hey, Designers Design Something Cool!
● How do we visualize design without key descriptors or terms?● Make us look hip or cool● Well, we have to stay within
brand guidelines – tone it back
● Make us look cutting edge but conservative
● More like Apple
More like Apple’s “Messaging Architecture”
● Confident but approachable; an accessible market leader
● Simple – minimal detail with clean streamlined, unfussy ID
● Inviting, friendly, supportive but not fawning
What’s Our Messaging Architecture?
What’s Our Story?
Always on always with you( It’s a matter of convenience
…I want it now )
It’s your credit It’s your identity It’s your life
( Having it your way…lifestyle )
It’s 2PM do you know where your identity is?
( Scare tactics )
Personable & ConvenientMobile
Companies that do it well:Apple, Google, AT&T,
“Life”…your way.
Companies that do it well:SunTrust, Walmart, Kmart,
Coca Cola, Nike, Zendough.com
Fear & Awareness
Companies that do it well:Allstate, LifeLock
Customer Centric Concepts
Change the Equifax Brand Perception Concepts… “More Traditional”Not Your Parents Equifax
( Entertaining)Equifax, So much more
than credit( More than just credit and id-theft)
Equifax, a trusted partner( We’ve been around for a while)
Entertaining & engaging
Companies that do it well:Progressive, Experian
Educational & Expandable
Companies that do it well:AAA Auto Club, UPS
Emotional, feel good, trust,we can help you, reliable
Companies that do it well:Kodak, Home Depot, Lowes,
State Farm
How? What’s The Steps?
Product Content Lifecycle
Lorem ipsum Must Die!
● What is this? Spanish?● Greeking, placeholder copy,
whatever! It must be killed. ● Need to consider, how our page
structures and layouts support the content communications.
● Not just the front end but backend.
● Plan for it early in the process.
Squeezin’ 5 days into 15 minutes
Imedia Highlights
● Content, Content, Content – Strategy ● Emotional Story Telling – Don’t just deliver
data, tell the story ● Mobile experiences – LBS● Branded Video connect – Growth● People – Invest
Most talked about Innovation
● Location based check in services● iPad and Mobile marketing
You have to go out and face consumers where they are and convince them.
The market is going to continue to change. Ultimately, the market will always shift to
what consumers want."
It's not about building technology.
“…and playing around with digital technology. This is about building an information strategy for the future.”
“Build an effective, integrated content strategy with a redefined portfolio of products.”
And this isn’t aboutselling more stuff
When your CFO asks for the “Return On Investment” for a
new initiative, what’s the “Return Of Ignoring” it.
Where’s The ROI?
Despite the changes in media, advertising still the business of persuasion,
still in the business of getting a consumer to change their mind or change their behavior?
Our job is to change behavior
Emotions lead to Actions
Nobody counts the number of ads you
run; they just remember the
impression you make.
-- Bill Bernbach