Sanoma Media parade

Storytelling & Content Strategy

Everyone a publisher?Or

Contentsupplier?

Some facts

• Content is ‘a dump’• Content is politically sensitive• Content is overwhelming and complex• Content is ‘last minute’• Content is like tact…• Content is uncontrollable

Core Strategy : The added Value of content

Substance : Which content & why?

Structure : organisation, priorities,access

Workflow : creation & maintenance

Governance : decisions & management

Web Content Strategy

• Is a ‘benchmark’ for ‘content-related’ decisions

• Gives ‘real-world context’ for tactical recommendations

• Facilitates discussions (and approvals)

• Engages content providers and reviewers, in an early stage of the process

• Identifies core themes and messages for the ‘writersteam’

Web content Strategy : Content Audit

• Extremely important. Mibimises stress and identifies future problems

• Inventory of web pages, brochures, papers, information sources and experts

• Do a gap-analysis• Know what you can’t (realism, resources,

credibility)

Content Specifications and Creation

• ‘real-world’ content specifications from the business side are necessary

• Identifiy content suppliers/reviewers/approvers

• Train or hire web copywriters. It is not the same as print

• Keep content audit up-to-date to avoid problems and overlaps

Content Strategy and -distribution

Content =

Important to your client!><

Your brand, your product

Make me Care

EmotionalRational

Esthetical

CAST MODEL

CAST

CAST MODEL

ContentAudienceStoryTelling

Content

• Why?• What?• How?• What if?

Audience

• Connect

• Don’t try to please everyone!

• Inspire, motivate, disrupt

Stories

Structure, plots

Beat the monster : competition

The Quest : New products

The Long Journey… home : New markets

Comedy : misunderstandings

Tragedy : closing down

Rebirthing : Come back

From Poor to Rich, from failure to success, happy end

Visualising the story

Chronology

Logical argument

Comparison

• Principles no rules!• Intuitive • Don’t force it, small is and remains beautiful• Naturel