so you want to be a content strategist?

So You Want to Be a Content Strategist?

David Dylan Thomas

Senior Content Strategist,

EPAM

#Want2BStrategist

@movie_pundit

Why should I learn about

Content Strategy?

Because LinkedIn

Because Meetup

Demand Is High,

Supply Is Low

Content Strategy is gaining

ground on traditional marketing

and SEO

Traditional marketing says, “You

know what’s awesome? Our

shoes!”

Content strategy says, “You know

what’s awesome? Running!”

Also, It’s Fun

OK. Fine. You’ve convinced

me. Just one question,

though…

What the hell is Content

Strategy?

significant objects dot

com

Instead of a product description…

…they told a story

Original Price: $0.33

Final Price: $71.00

Original Price: $2.99

Final Price: $101.00

Original Price: $3.00

Final Price: $193.50

Content Strategy is the planned

use of content to achieve a

goal.

• 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).

Casey Kasem

Turned Financial Reports into Entertainment

“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!”

This Is Content

This Is Content Strategy

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 Mapping

• Strategy Document

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

Who are you working with

(client side)?• CMO

• CEO

• Marketing Manager

• Head of Digital

• Chief Content Officer

Case Study #1

• Legal Software Producer

Discovery

• Contextual Inquiry

• Competitive Analysis

• Stakeholder Interviews

Ideation

• On-Site Workshop

• Conceptual Design

Delivery

• Integrated Experience Strategy

Result

• 200% Increase in Sales

Case Study #2

• A big sports retailer

“We have a great experience

in-store but that’s not

translating to online.”

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.

About to become the oldest

content strategy in the world

• Personalization

You’re there to help your

customer achieve a goal.

Selling them shoes is just one

part of that.

“We’re switching CMS’s.”

CMS = Content Management

System

• (Until recently) they all suck.

(In the best-cast scenario) you

are part of a team.

Discovery/Pitch

•(RFP)

•SOW

•Website

•Competitors’ Websites

•Social Media

•State of the Industry

Delivery

•Being in a room with people

•MVP

•Wireframes

•Comps (Copy)

•Objective Matrix

Governance

•On-site workshop

•POVs

Assignment

• Pick your favorite website and your least

favorite website and come up with a

content strategy that for each that will

improve their traffic by 10% over the next

10 months.

Questions?

Thank you!

David Dylan Thomas

@movie_pundit

dave@daviddylanthomas.com