introduction to content strategy
TRANSCRIPT
What We’ll Learn
• What Content Strategy Is• Why It’s Important• The kinds of problems a content strategist
solves• How a content strategist solves those
problems• How you might become a content strategist
Traditional marketing says, “You know what’s awesome?
Our shoes!”
Content strategy says, “You know what’s awesome?
Running!”
A content strategist’s job is to help a company think like a newspaper.
A content strategist’s job is to help you make decisions about content.
Exercise: What is content?
• Split up into groups• Come up with a working definition• Include 5 examples of what IS content and
why• Include 5 examples of what is NOT content
and why• 10 minutes
• With Significant Objects, the goal was to increase the value of ordinary items.
• The strategy was to replace bland descriptions with colorful stories (by good writers).
• The creators used content (stories) to achieve a goal (added value).
“In this hour at #32 in the countdown, a song that’s been a hit 4 different times in 19 years! And we’re
just one tune away from the singer with the $10,000 gold hubcaps on his car! Now, on with the
countdown!”
What Is Content Strategy?
• Example: Weird Al – Business Goal: Weird Al wanted his new album to
be successful– Challenge: He’s been out of the public eye for
decades– Content: Music– Content Strategy: #8days8videos
Exercise: Examples of Content Strategy
• In your group, based on the definition, come up with three examples of content strategy.
• Two should show content strategy done well.• One should show content strategy done
poorly.• 10 minutes
All content strategies require two things:
• Goal• Audience
The more you know about both, the better the strategy will be
Most content strategies try to answer three questions:
• What are the client’s goals?• What are the user’s goals?• How can content help the two
intersect?
The Two Most Common Content Strategy Problems
• Help, I’ve got too much content!• Help, Amazon is killing me!
Typical Content Strategy Deliverables
• Content Inventory• Content Audit• Gap Analysis• Content Migration/Mapping• Strategy Document
Less Typical Content Strategy Deliverables
• Contextual Inquiry• Stakeholder Interviews• On-Site Workshop
Less Typical Content Strategy Deliverables
• Contextual Inquiry• Stakeholder Interviews• On-Site Workshop• Integrated Experience Strategy
Less Typical Content Strategy Deliverables
• Contextual Inquiry• Stakeholder Interviews• On-Site Workshop• Integrated Experience Strategy• Governance Document
Governance
• Assignment: Read “Responsive Design Won’t Fix Your Content Problem” by Karen McGrane
• http://alistapart.com/column/responsive-design-wont-fix-your-content-problem
The oldest content strategy in the world
• Use content to make it clear you know a lot about something.
• When people need that something, they’ll think of you.
Building a Content Strategy for Your Client
• Learn about the client and their goals• Learn about the audience and their goals• Explore how content can align those goals
Interview Techniques
• Content Deep Dive– Why is your client creating content?
• Stakeholder Interviews
Exercise: Establishing Business Goals
• One person will represent GDI.• One person will interview.• One will take notes• Answer:– Is GDI creating content?– If so, why?– Fill in the blank:
• GDI creates content in order to __________.• GDI members should arrive feeling ________ and leave feeling
__________ .
• 10 minutes
Audience Interview Techniques
• What are you looking for?– Consumption habits• Devices• Media (video, blogs)• How are they finding content?
– Social component– Search component
• Triggers for content
– What do they value? – What do they want?
Exercise: Learn About the Audience
• One person will represent audience.• One person will interview.• One will take notes• Answer:
– Why do they come to GDI? – What do they hope to get out of it? – What role did content play in them finding out about it? – What types of content do they consume? – How? – On what devices? – When?
• 10 minutes
Content Strategy Format
• Describe the current state• Describe your idea• Describe your tactics• Describe what the client needs to do to get
there• Bonus: Describe how the client will know if
the strategy is working
Exercise: Build a Strategy
• Given what you now know about the client, their content, and their audience, come up with a plan that uses content to align business and user goals.
• Come up with one user story that describes an example of this plan in action.
• 15 min