Content Strategy 2015: Marketing, Mobile, and the Enterprise

  • Published on
    14-Jul-2015

  • View
    20.652

  • Download
    1

Embed Size (px)

Transcript

<ul><li><p>Content Strategy 2015: Marketing, Mobile, and the Enterprise</p><p>Kristina @Halvorson braintraffic.com confabevents.com</p></li><li><p>What is content strategy?</p></li><li><p>2009</p></li><li><p>Content strategy is the practice of planning for the creation, delivery, and governance of useful, usable content. </p></li><li><p>2012</p></li><li><p>Content strategy guides planning for the creation, delivery, and governance of content </p><p>plus a whoooole lot of caveats. </p></li><li><p>the quad</p><p> 2015 Brain Trac</p></li><li><p>2013-2014</p></li><li><p>Who Brain Traffic worked with</p></li><li><p>Jazz hands no more.</p></li><li><p>What is strategy?</p></li><li><p>An integrated cascade of choicesWhat is our </p><p>winning aspiration?</p><p>Where will we play?</p><p>How will we win?</p><p>What capabilities must be in </p><p>place?</p><p>What management systems are </p><p>required?</p><p>The right playing field: Where we will compete: our geographies, product categories, consumer segments, channels, vertical stages of production</p><p>The purpose of the enterprise: our guiding aspirations </p><p>The unique right to win: Our value proposition Our competitive advantage </p><p>The support systems: Systems, structures, and measures required to support choices</p><p>The set of capabilities required to win: Our reinforcing activities Our specific configuration </p><p>Source: Roger Martin, hbr.org</p></li><li><p>Diagnosis</p><p>Guiding Policy</p><p>Set of Coherent Actions</p><p>The Kernel of Strategy</p><p> Creating a map of the territory and figuring out Whats going on here? Insightful diagnosis can transform ones view of the situation</p><p> An overall approach for overcoming obstacles and/or harvesting opportunities highlighted by the diagnosis </p><p> Channels actions in certain directions (and not others) without saying what exactly shall be done</p><p> Does not need to spell out all actions, yet there must be enough clarity about action to make concepts concrete and actionable </p><p> Actions should coordinate and build upon each other (fit/consistency) so as to generate punch</p><p>1</p><p>2</p><p>3Source: Good Strategy, Bad Strategy by Richard Rumelt</p></li><li><p>The Big Opportunity A window into a winning future that is realistic, </p><p>emotionally compelling, and memorable </p><p>Change Vision What you need to look like to be able to capitalize on </p><p>the Big Opportunity </p><p>Strategic Initiatives Activities that, if designed and executed fast enough and </p><p>well enough, will make your vision a reality </p><p>Source: Accelerate by John P. Kotter, hbr.org</p></li><li><p>The right content, to the right person, in the right place, at the right time.</p></li><li><p>Content Strategy for Marketing</p></li><li><p>Content marketing is the approach of </p><p>creating and distributing valuable and </p><p>consistent content to a targeted </p><p>audience, with the objective of driving </p><p>some profitable action </p><p> The Evolution of Content Marketing Will Include Intelligent Content </p><p>Joe Pulizzi, 1/12/2015</p></li><li><p>Building loyalty and trust with an </p><p>audience over a long period opens up </p><p>amazing opportunities to sell more, save </p><p>costs, or create customers for a lifetime. </p><p> The Evolution of Content Marketing Will Include Intelligent Content </p><p>Joe Pulizzi, 1/12/2015</p></li><li><p> 1 billion impressions </p><p> 100 million annual website visits </p><p> 98% product penetration in US </p><p>households </p><p> Yields 4x better ROI than </p><p>traditional advertising</p><p>HOLY CRAP IT WORKS!!!!</p><p>2015 Content Marketer of the Year </p></li><li><p> 86% of B2C marketers use content marketing </p><p> 91% of B2B marketers use content marketing </p><p> 95% of B2B enterprise marketers use content </p><p>marketing </p><p> 78% of CMOs think custom content is the future </p><p>of marketing</p><p>http://www.ragan.com/Main/Articles/24_stats_about_the_importance_of_content_marketing_46163.aspx</p></li><li><p>Sexy might sell, but it rarely satisfies.</p></li><li><p> Talk to your audiences to find out what really matters. </p><p> If your Big Idea doesnt work, kill it quickly. </p><p> Dont kid yourself about capacity. </p><p> Stop using engagement as a metric.</p><p>2015</p></li><li><p>Content Strategy </p><p>for Mobile</p></li><li><p>The right content, to the right person, in the right place, at the right time.</p></li><li><p>It is your mission to get your content out, on </p><p>whichever platform, in whichever format your </p><p>audience wants to consume it. </p><p>Your users get to decide how, when, and where </p><p>they want to read your content. It is your challenge </p><p>and your responsibility to deliver a good experience </p><p>to them. </p><p>Content Strategy for Mobile by Karen McGrane</p></li><li><p>http://blog.braintraffic.com/wp-content/uploads/2012/03/structured-content.png</p></li><li><p>http://www.hci-itil.com/ITIL_v3/images/service_improvement_ch7_fig_7_1.jpg</p></li><li><p>http://what-when-how.com/wp-content/uploads/2012/06/tmpe113102.png</p></li><li><p>Weve been so excited to go from nothing to something really cool. I guess it doesnt work that way, huh. </p><p> Actual Client</p></li><li><p>You cant accelerate with a </p><p>broken engine.</p></li><li><p> Pick a pilot content modeling project and see it through (including post-launch review). </p><p> Do an honest assessment of where you are with your content lifecycle management. </p><p> Dont worry about fancy CMS features until your necessary tools are optimized. </p><p> Dont spend money on stuff you cant use yet. </p><p>2015</p></li><li><p>Content Strategy for the Enterprise</p></li><li><p>We have too much content. </p><p>We dont have enough content. </p><p>Our content is inconsistent. </p><p>We create content in silos. </p><p>We have no success metrics. </p><p>We have no customer research. </p><p>My boss doesnt get it. </p><p>My team doesnt get it. </p><p>We have 12 sucky CMSes. </p><p>Our content isnt structured. </p><p>Responsive design broke it. </p><p>What if I get hit by a bus. </p></li><li><p>Audit the content! </p><p>Fix the IA! </p><p>Get an editorial guide! </p><p>Heres a content map!</p></li><li><p>Your tools are wrong. </p><p>You dont have the right skill sets. </p><p>No ones accountable. </p><p>Leadership isnt leading.</p></li><li><p>Diagnosis</p><p>Guiding Policy</p><p>Set of Coherent Actions</p><p>The Kernel of Strategy</p><p> Creating a map of the territory and figuring out Whats going on here? Insightful diagnosis can transform ones view of the situation</p><p> An overall approach for overcoming obstacles and/or harvesting opportunities highlighted by the diagnosis </p><p> Channels actions in certain directions (and not others) without saying what exactly shall be done</p><p> Does not need to spell out all actions, yet there must be enough clarity about action to make concepts concrete and actionable </p><p> Actions should coordinate and build upon each other (fit/consistency) so as to generate punch</p><p>1</p><p>2</p><p>3Source: Good Strategy, Bad Strategy by Richard Rumelt</p></li><li><p>Goal: Integrate publishing processes </p><p>Strategy #1: Store all content in a central Drupal CMS </p><p>Strategy #2: Empower a CS team to facilitate collaborative content workflows </p><p>Strategy #3: Establish a content governance council for ongoing oversight </p><p>Vision: Right content blah blah blah</p></li><li><p>Strategy forces us to </p><p>prioritize</p></li><li><p>http://marketingland.com/wp-content/ml-loads/2013/04/image.jpeg</p><p>Reality</p></li><li><p>CONTENT STRATEGIST</p><p>CONTENT STRATEGIST</p><p>CONTENT STRATEGIST</p><p>CONTENT STRATEGIST</p><p>Content strategists facilitate conversations and collaboration across teams responsible for major content initiatives.</p><p>The Guiding Coalition establishes strategy, pillars, and the roadmap of priorities.</p></li><li><p>Governance requires </p><p>leadership.</p></li><li><p> Take stock of your current strategies for content creation, management, and measurement. </p><p> Question the metrics youre using for success. </p><p> Listen to the people on the front lines. </p><p> Empower someone to lead the charge. </p><p> Dont do it all.</p><p>2015</p></li><li><p>Content Strategy for You</p></li><li><p>People think focus means saying yes to the thing you've got to focus on. But that's not what it means at all. It means saying no to the hundred other good ideas that there are. You have to pick carefully. </p><p> Steve Jobs</p></li><li><p>the quad</p><p> 2015 Brain Trac</p><p>How do we know this is the right content?</p><p>How will this content appear across channels?</p><p>Do we have the skills, budget, tools, </p><p>and time?</p><p>Whos in charge of ongoing content </p><p>quality? </p></li><li><p>Good content strategy </p><p> Defines outcomes and measurements </p><p> Helps prioritize investments Shapes infrastructure Keeps you from losing your mind </p></li><li><p>FOMO</p></li><li><p>We live in a moment of history where change is so speeded up that we begin to see the present only when it is already disappearing. </p><p> R.D. Laing</p></li><li><p>Thank you. </p><p>Kristina @Halvorson http://braintraffic.com </p></li><li><p>ConfabEvents.com</p></li></ul>