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