in content strategy, l.e.s.s. is more
TRANSCRIPT
Content
The Future of
quantity over quality
We are in an age of
extreme value.
Content has
L.E.S.S. is moreWhen it comes to content,
L.E.S.S.Introducing…
The new content philosophy.
LanguageNatural language is key.
Language helps us understand intent.
OK, GOOGLE TURN UP THE HEAT!
YOU GOT IT!
HOW DO I?Use Natural Language
ExperienceRight content, right person, right time.
snow tires
snow tires for a 2015 Subaru WRX
HOW DO I?Ensure a Desired Experience
SearchTailor for high demand, low supply.
HOW DO I?Think About Search
StorytellingFacts tell, but stories sell.
How will your story take shape?
HOW DO I?Tell a Great Story
more content.
We need to make
Inbound Marketing
Understand
Content is so much more than blog articles.
Everything is
content.
Infographics Videos Landing Pages Microsites
Memes Live Streams Interviews / Q&A’s Lists / Listicles
Research & Data eBooks Events Keynotes & Slideshares
Timelines Experiments Apps Stories & Articles
Screencasts Illustrations Plug-ins & Extensions Case Studies
Sketch ArticleP R O C E S S
Red Bull Article
AudioCrawlOne Love Codepen
Dribbble Shots WebVR Projects
O U R V A L U E S I N N O V A T I O N C U R I O S I T Y
O U R W O R K L E A D E R S H I P I N N O V A T I O NLightning TalksL E A D E R S H I P
Plan your content.No More Spray & Pray
Use the Four Pillars of Content Purpose:
Entertain Educate Persuade Convert
Choose two…
Be a pro.
Learn Inside, Share Outside
Lightning Talk
Lunch & Learn
Workshop
Learn Inside, Share Outside
Skill
Lightning Talk
Lunch & Learn
Workshop
Team
Landing Page Article Infographic Social Video
The World
Question Time!L.E.S.S. is More