content strategy
DESCRIPTION
TRANSCRIPT
Content Strategy
A short introductionby Steve Cristofaro
Plan
• Defining content strategy…a few different ways.
• Defining objectives for your content• Practical illustrations• ROI & metrics• Questions / Discussion
Content is King…
Content strategy
• ”The practice of planning the content creation, delivery, and governance”
– Kristina Halvorson – Content Strategy for the web
• “a repeatable system that defines the entire editorial content development process for a website development project
– Richard Sheffield – Web content strategist’s bible
Content strategy
A defining step in your Web project’s conception.
A set of objectives & tactics to guide your online efforts.
A way to organize your online presence …
Content strategy
• A strategic compromise between the diverse actors of your business & their objectives.
• Defining the content needs of your customer at all steps of the cycle & planning how to answer them through online means.
Actors
Actors, continued
How to keep everything in order
• Identify core keywords & key expressions• Create & entertain a style guide• Identify subject matter experts & involve
them• Keep track of everything – create a
content index• Keep track of experiments & results
Tools to help you along
• Analytics• Content templates• Training materials• Sell sheets• Google keyword
tools• Content index
Content indexSection URL Content Objective SME Key
contactKeywords
Homepage www.aircanadavacations.com
Search,deals, navi, aeroplan, USP, promos
Orient, inform & promote
Shared DirectorE-commerce
Travel, vacation, Cuba, Mexico Europe etc…
Mexico www.aircanadavacations.com/en/mexico
Destination info, city list, flavor.
Funnel interest, inform
S.Smith, product dept.
S. Cristofaro, e-commerce
Mexico, All-Inclusive, Cancun, Puerto Vallarta,
Fall to Europe www.aircanadavacations.com/en/promo/falltoeurope
Promo, conditions, deals
Promote deals, spark vacation search, inform
Promotions dept.
C. Ragusa, e-commerce
Paris, London, flights, deals, vacations, Europe, promotion
Defining objectives for your content
• Not a business objective– Measurable– Reachable
• Think « operational »– Get visitors to sign-up– Get them to make a search– Get them to call-in– Drive to store
• Measures should be based around the visitors’ actions
How can it change my business
• Identify, train & leverage stakeholders• Decrease web project production time• Inform SWOT analysis• Identify gaps in information & business
processes
Don’t tell me, show me
Practical Illustrations - summarize
Practical Illustrations - repeat
Practical Illustrations - funnel
________ ____________Practical Illustrations - illustrate
Ok, so what?
Staying in charge of the metrics
• Use A/B & multivariable testing• Report on key learnings• Set-up KPI’s for your content
– Google rank for key sections– Conversion gains– Decrease in call centre inquiries
How can I calculate ROI on content?
• Reduction in # of calls• Direct revenue growth• Lead generation• Productivity gains across all departments
– Your website should be the main tool for all employees’ information needs when dealing with your client
Questions?
Steve Cristofaro
web content specialist
http://ca.linkedin.com/in/stevecristofaro