content strategy: lunch and learn by desirae odjick
DESCRIPTION
One of our Digital Marketers, Desirae, attended Confab this year and brought back some content strategy knowledge bombs. She shared these with the team on June 19th, 2013 as part of an ongoing Lunch and Learn series.TRANSCRIPT
www.bv02.com all rights reserved 2012
Confab: the content strategy conferenceIn case you hadn’t heard, I went to this.
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Where We’ve Been
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• Static content
• Brochure style websites
• Provided key information
• No way to engage audiences
What is content strategy?
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Content Strategy is...
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“Planning for the creation, delivery, and governance
of useful, usable content.”
- Kristina Halvorsen, Brain Traffic
Content Strategists...
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“...use words and data to create unambiguous
content that supports meaningful, interactive
experiences.”
-Rachel Lovinger, Razorfish
What do “content strategists” do?
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Content inventoriesQualitative and quantitative content auditsContent gap analysisContent modeling Metadata strategiesWritingEditorial strategiesDistribution channelsContent managementContent brand guidelinesContent governance and workflowsContent… strategies.
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Current conversations
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EmpathyStructured contentVoice and toneUsable contentCake
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EmpathyStructured contentVoice and toneUsable contentCake
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Things I learned at Confab
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Telling stories with data
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• A metric that won’t
change the way you
behave is a bad metric.
- Ben Yoscovitz
(@byosko)
Slideshow: h,p://slidesha.re/19EMyX3
Qualitative content audits
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Content and business goals
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Step one: content
Step two: ????
Step three: profit.
Jared Spool’s keynote (not publicly available.)
Content and business goals
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Step one: content
Step two: ????
Step three: profit.
Jared Spool’s keynote (not publicly available.)
NO. NONE OF THIS.
Content and business goals
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Jared Spool’s keynote (not publicly available.)
What kind of interesting is this?
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• This is another type of
qualitative audit we can
deliver for clients.
Slideshow: h,p://slidesha.re/13XY2QU
What kind of interesting is this?
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• REI, outdoor adventure company (like MEC)
Slideshow: h,p://slidesha.re/13XY2QU
What kind of interesting is this?
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• Red Bull
Slideshow: h,p://slidesha.re/13XY2QU
What kind of interesting is this?
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• Government? Crown corporation? University?
Slideshow: h,p://slidesha.re/13XY2QU
Zombies: the future of content
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Zombies: the new
devices that will come
out in the next ten
years, that our content
will need to work on.
Karen McGrane’s keynote (not publicly available)
Zombies: the future of content
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• Structured content
• Metadata
• No more WYSIWYG! (http://bit.ly/13QhmkC)
• Maybe a WYSISMUC approach? (http://bit.ly/12GWhuA)
Bottom line: content authors and CMS interfaces will
both have to adapt to the new normal.Karen McGrane’s keynote (not publicly available)
Content is political
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Changing content is a
people process.
It’s all about change
management.Look at this stock photo. That’s the level of
corporate we’re talking about. Smiling people
clapping at a bar graph.
Slideshow: h,p://slidesha.re/14gp2LZ
Content strategy at bv02
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What can we do more of?
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• Content audits
• Qualitative
• Quantitative
• Content gap analysis
• Content recommendations tied to business goals
• Strategy guidelines for workflow, governance, marketing, etc.
Lastly...
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You can’t have creativity without constraints.
Constraints create territories.
Territories have tribes.
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Questions?
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www.bv02.com all rights reserved 2011
Thank you
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