Download - Making the case for content
![Page 1: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/1.jpg)
Making the case for content How to build a strategy & make your content stand out
![Page 2: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/2.jpg)
Blind faith in technology.
Baron Manett SVP Strategy, Ariad @bstat
Chad Story UX and Content Strategist @chadstory
Howdy, nice to meet you
![Page 3: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/3.jpg)
2000 – 2012
Blind faith in technology.
What’s the point of marketing?
![Page 4: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/4.jpg)
Somehow we thought he had all the answers…
![Page 5: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/5.jpg)
We started to listen these folks
![Page 6: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/6.jpg)
And then this happened…
![Page 7: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/7.jpg)
…and this…
![Page 8: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/8.jpg)
… and then this.
![Page 9: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/9.jpg)
Now this.
![Page 10: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/10.jpg)
![Page 11: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/11.jpg)
2000 – 2012
Blind faith in technology.
What’s the point of marketing?
So…
![Page 12: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/12.jpg)
What’s the one constant?
![Page 13: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/13.jpg)
![Page 14: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/14.jpg)
![Page 15: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/15.jpg)
![Page 16: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/16.jpg)
2000 – 2012
Blind faith in technology.
People & the relationships they have with one another
![Page 17: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/17.jpg)
2000 – 2012
Blind faith in technology.
Compromise & Communication
Makings of a good relationship
![Page 18: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/18.jpg)
2000 – 2012
Blind faith in technology.
Compromise Conversation =
For marketers this means…
Communication
Empathy =
![Page 19: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/19.jpg)
2000 – 2012
Blind faith in technology.
Conversation
EMPATHETIC LISTENING
MUTUAL BENEFIT THOUGHTFUL
RECIPROCAL
![Page 20: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/20.jpg)
2000 – 2012
Blind faith in technology.
Where does content fit in?
![Page 21: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/21.jpg)
It’s the stuff you talk about.
![Page 22: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/22.jpg)
2000 – 2012
Blind faith in technology.
Content ≠ copy
![Page 23: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/23.jpg)
2000 – 2012
Content ≠ format
![Page 24: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/24.jpg)
2000 – 2012
Content ≠ messaging
![Page 25: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/25.jpg)
2000 – 2012
Content: The essence and substance of your brand’s conversations.
![Page 26: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/26.jpg)
HUH?!
![Page 27: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/27.jpg)
2000 – 2012
Blind faith in technology.
Think of it like this…
![Page 28: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/28.jpg)
2000 – 2012
This is Brad…
…he wants a new car.
![Page 29: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/29.jpg)
Here 2000 – 2012
Here
?
![Page 30: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/30.jpg)
Brad’s Journey
RESEARCH
VALIDATES
TESTSCONFIRMS
BUYS
![Page 31: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/31.jpg)
RESEARCH
VALIDATES
TESTSCONFIRMS
BUYS
2000 – 2012
Brad has questions…
?
?
?
? ? ? ?
?
…we have answers.
![Page 32: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/32.jpg)
CONTENT This is
![Page 33: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/33.jpg)
2000 – 2012
Wells Fargo
![Page 34: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/34.jpg)
2000 – 2012
IKEA
![Page 35: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/35.jpg)
2000 – 2012
KNORR
![Page 36: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/36.jpg)
2000 – 2012
? If = CONTENT
![Page 37: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/37.jpg)
2000 – 2012
What is content strategy?
![Page 38: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/38.jpg)
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?
![Page 39: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/39.jpg)
2000 – 2012
Content Strategy: Content strategy plans for the creation, publication, and governance of useful, usable content.
– Kristina Halvorson
![Page 40: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/40.jpg)
THE PROCESS?
![Page 41: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/41.jpg)
THE PROCESS?
![Page 42: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/42.jpg)
But there are tools & approaches…
![Page 43: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/43.jpg)
2000 – 2012 Blind faith in technology.
People-focused content strategy
Here’s ours…
![Page 44: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/44.jpg)
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.
![Page 45: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/45.jpg)
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
![Page 46: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/46.jpg)
![Page 47: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/47.jpg)
Define Gathering everything we need for the strategy.
![Page 48: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/48.jpg)
Why? What are the objectives underpinning your strategy?
![Page 49: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/49.jpg)
You probably have to deal with this
![Page 50: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/50.jpg)
Tools that can help
Market analysis reports
Competitive Reviews
![Page 51: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/51.jpg)
Is this a good objective?
Get more visitors to our website.
![Page 52: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/52.jpg)
Get more visitors to our website.
Increase the number of sale- qualified leads.
![Page 53: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/53.jpg)
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
![Page 54: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/54.jpg)
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.
![Page 55: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/55.jpg)
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
![Page 56: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/56.jpg)
Who? What audiences are we trying to connect with?
![Page 57: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/57.jpg)
Everyone!
![Page 58: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/58.jpg)
Audience research
Personas
Customer journeys
Tools that can help
![Page 59: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/59.jpg)
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
![Page 60: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/60.jpg)
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.
![Page 61: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/61.jpg)
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.
![Page 62: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/62.jpg)
Getting to know our audiences:
Data Demographics Hypotheses Assumptions
Insights Behaviours Motivations Goals
![Page 63: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/63.jpg)
Empathy Maps
![Page 64: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/64.jpg)
Your turn:
Let’s complete exercises four.
Here’s how: 1. Identify your audience and their needs.
![Page 65: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/65.jpg)
What? What content do we currently have?
![Page 66: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/66.jpg)
“I want a blog!”
![Page 67: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/67.jpg)
Content Inventory
Scorecard
Tools that can help
![Page 68: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/68.jpg)
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
![Page 69: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/69.jpg)
STRATEGIZE Pulling it all together
![Page 70: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/70.jpg)
The tools:
Content Strategy Deliverables
![Page 71: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/71.jpg)
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.
![Page 72: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/72.jpg)
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.
![Page 73: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/73.jpg)
2000 – 2012
Finding Overlap
Where the strategy lies
Audience Goals
Business Objectives
![Page 74: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/74.jpg)
Spell it out
A single destination to learn about, support and donate to Save the Trees.
![Page 75: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/75.jpg)
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.
![Page 76: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/76.jpg)
Finding Brand Themes
SAVE THE TREES
DIY Environmentalism People helping people
Community Power Work in action
![Page 77: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/77.jpg)
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.
![Page 78: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/78.jpg)
PLAN Mapping out how to get it done
![Page 79: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/79.jpg)
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.
![Page 80: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/80.jpg)
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.
![Page 81: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/81.jpg)
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.
![Page 82: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/82.jpg)
The tools:
Tone and voice guidelines
Content requirements
Editorial calendar
![Page 83: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/83.jpg)
Setting up a matrix
All the content we need to produce, edit or migrate.
![Page 84: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/84.jpg)
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:
![Page 85: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/85.jpg)
Governance
How do we do to maintain content?
![Page 86: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/86.jpg)
Your turn:
Let’s complete exercises nine.
Here’s how: 1. Try your hand at completing content
requirements.
![Page 87: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/87.jpg)
And… breathe ;)
![Page 88: Making the case for content](https://reader033.vdocuments.site/reader033/viewer/2022051210/54c4a2384a7959a3638b45e9/html5/thumbnails/88.jpg)
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: