bolo2010 halvorson
DESCRIPTION
Content StrategyTRANSCRIPT
CONTENT STRATEGY CARING FOR YOUR BIGGEST BRAND ASSET
Kristina Halvorson | BOLO 2010 | 10.18.10
@halvorson
YOUR BRAND. YOUR CONTENT.
“ A brand is a promise. By identifying and authenticating a product or service it delivers a pledge of satisfaction and quality.
— Walter Landor
“ Brands are now used more than they are preferred.
Functional benefits and relevance now outweigh the intangible and emotional allure of a brand.
— The Brand Bubble by John Gerzema and Ed Lebar
ONLINE, WE DON’T JUST READ ABOUT YOUR BRAND.
WE USE IT.
“ The single most important thing most Web sites can offer to their users is content that those users will find valuable.
— The Elements of User Experience Jesse James Garrett
THE CONTENT PROBLEM
Server Admin
Technical Assistant
Programmer
Developer
Visual Designer
Produc9on Assistant
Interac9on Designer
Informa9on Architect
Usability Specialist
SEO Specialist
Web Editor
Web Writer
Content Strategist
Business Analyst
Producer
Project Manager
Web Analyst
Account Manager
New Business Developer
SKILLSET.ORG
http://www.mollystevens.com/portfolio.html
http://en.wikipedia.org/wiki/Concept_map
Server Admin
Technical Assistant
Programmer
Developer
Designer
Produc9on Assistant
User Experience Architect
Informa9on Architect
Web Writer
Business Analyst
Producer
Project Manager
Web Analyst
Account Manager
New Business Developer
SKILLSET.ORG
THIS IS COPYWRITING.
• Audit
• Analyze
• Strategize
• Categorize
• Structure
• Create
• Review
• Approve
• Publish
• Update
• Archive
THIS IS CONTENT.
WHAT IS CONTENT STRATEGY?
CONTENT STRATEGY … plans for the creation, delivery, and governance of content people care about.
• TEXT & DATA
• GRAPHICS
• VIDEO & ANIMATION
• AUDIO
NOT JUST … What
[GUY AT A WHITEBOARD]
What
http://www.flickr.com/photos/jblyberg/3391480957/#/
BUT … What
Why
How
For whom
By whom
With what
When
Where
How often
What next
WHO’S DOING IT WELL?
NAV BAR
ROTATING PROMO AREA
sign in
PRODUCT HIGHLIGHTS
PRODUCT 1 PRODUCT 2 PRODUCT 3 PRODUCT 4
EDUCATIONAL CONTENT
CREDIT CARD
“REI employees are called upon to evaluate gear in an outdoor setting, allowing staff members to offer feedback on gear performance and remain experts in the gear they sell.”
At Room & Board, we partner with small, family-owned businesses that use a combination of time-honored techniques and innovative technology to build furniture that stands the test of time.
This approach gives you the best of both worlds—handcrafted quality with precision and attention to detail.
We're committed to helping these artisans preserve the American tradition of handcraftsmanship.
USEFUL. USABLE. ENJOYABLE.
HOW CAN YOU START?
YOU ARE A PUBLISHER.
“ View yourself more as a publisher delivering valuable editorial products than as a marketer selling products and services.
— Joe Pulizzi Get Content, Get Customers
#1: AUDIT
#2: ASK
ASK … Why
What
How
For whom
By whom
With what
When
Where
How often
What next
#3: ANALYZE
THIS IS CONTENT.
#4: ALIGN
THE PLAN
Deliver 1. Push 2. Pull 3. Exchange
1. Source 2. Execute 3. Approve
Govern
Create 1. Guide 2. Measure 3. Maintain
#5: ASSUME RESPONSIBILITY
WHAT DO YOU GET?
BIG RESULTS Better user experience
Greater brand consistency
New operational efficiencies
Better risk management through better controls
Improved SEO and analytics
More effective personalization and targeting
WHAT NEEDS TO CHANGE?
THE WORLD OF MARKETING
THIS IS ALL CONTENT.
TREAT YOUR CONTENT LIKE A CRITICAL BUSINESS ASSET.
w braintraffic.com
contentstrategy.com
b braintraffic.com/blog
t @halvorson
Thanks.