the magic layer: the secret to every successful content strategy

Presented by Shelly Bowen, Pybop, LLC

shelly@pybop.com@pybop @shelbow

#magiclayer

THE MAGIC LAYER:THE SECRET OF EVERY

SUCCESSFUL CONTENT STRATEGY

CONTENT STRATEGY QUESTIONS

• Do I have the right content strategist for the job?

• Where do we start?• Which deliverables do we need? Will we

actually use them? • Are we moving in the right direction?• How do we overcome debates on

direction?

© 2012 Pybop, LLC

THE STORY

What is content strategy?

© 2012 Pybop, LLC

Business Goals &

Objectives

AnalysisDiscovery Content

Audit

Planning

ExecutionMeasure &

Review

ProblemSolving

CONTENT STRATEGY OVERVIEW

© 2012 Pybop, LLC

THE STORY

But ... what does content strategy look like? Can you send

me samples?

© 2012 Pybop, LLC

What Are You Trying to Achieve?

• Summary of company goals

What Do You Own?

• Content inventory or audit• Content assessment (quality and

quantity)

What’s Missing?

• Content gap analysis• Comparative content analysis• Competitive analysis

How Do You Present the Words?

• User personas• User scenarios (think believable

stories)• Editorial strategy• Core messaging strategy• Content templates• Sample content• Search Engine Optimization (SEO)

strategy• Metadata strategy• Brand strategy• Style guide• Glossary

Where Does It Go?

• Copy deck• Content conversion/migration

strategy• Content flow schematic• Channel strategy• Community and social strategy• Visual presentation

recommendations• Wireframes

How Do We Make It Happen?

• Content approval workflow or governance model

• Communication plans• Community moderation policies• Content production workshops and

training• Content sourcing review and plans

(people, tools, budget, time)

How Do We Stay Organized?

• CMS requirements• Business rules• Taxonomies• URL strategy• Responsibilities• Schedules

What’s Coming Up?

• Editorial calendar

How Do We Know It’s Right?

• Benchmarks• Checks and balances• Summary of company goals• Success metrics• Usability tests

POTENTIAL DELIVERABLES© 2012 Pybop, LLC

WHAT IS THE

MAGIC LAYER?

© 2012 Pybop, LLC

“THAT’S IT!”

© 2012 Pybop, LLC

... when the intersections between the user's needs and the organization's needs (and capabilities) become visible.  --Erin Kissane, Incisive.nu

... the "That's it!" moment ... looking at what content you have, your user needs, trying different approaches, and seeing which best suits the situation. --Colleen Jones, Content Science

...when patterns become readily apparent for content solutions that support both user needs and organizational goals. --Kristina Mausser, Digital Word

...where the user interest, the business interest, and our practitioner interests ... intersect. --Jeffrey MacIntyre, Arc90

“The Magic Layer Is ...

THE CONSULTANT PERSPECTIVE

© 2012 Pybop, LLC

...when you find the right people willing to enter your cluttered and claustrophobic house of content, wave their wands, and leave it neat, ordered, and totally user-friendly. --Andrew Lewellen, HUGE, Inc.

...when you start sketching out ideas, workflows and outlines manically, trying to capture the creative flow of output. --Ahava Leibtag, Aha Media Group

... when stakeholders rally around shared communication goals that belie divergent communication channels. --Margot Bloomstein, Appropriate, Inc.

© 2012 Pybop, LLC

“The Magic Layer Is ...

THE CONSULTANT PERSPECTIVE

... when you form a clear model of communication between your client and their audience.” --James Mathewson, IBM

... when you meet your audience needs through the creation and curation of valuable content, in a voice that reflects your company.” --Melissa Eisler, Active.com

... when stakeholders sign off on a project brief with a primary message (or messaging hierarchy) and a target audience. --Brian Obermiller, Herbalife

THE IN-HOUSE PERSPECTIVE

...moving beyond diagnosing to actually discovering a solution.” --David Ian Miller, San Francisco Chronicle

© 2012 Pybop, LLC

“The Magic Layer Is ...

The Magic Layer Happens Here!

Company Needs

Audience Needs

Clear communication!

Discovery!Shared goals!

© 2012 Pybop, LLC

WHO ARE THESE PEOPLE?

© 2012 Pybop, LLC

Business Goals &

Objectives

AnalysisDiscovery

Content Audit

Planning

ExecutionMeasure & Review

ProblemSolving

© 2012 Pybop, LLC

CONTENT STRATEGY OVERVIEW

THE MAGIC LAYER

--Jonah Lehrer, Imagine: How Creativity Works

“When the right people come together and when they collaborate in the right way, what happens often can feel like magic.”

© 2012 Pybop, LLC

Business Goals &

ObjectivesAnalysis

Content Audit

Planning

ExecutionMeasure & Review

© 2012 Pybop, LLC

CONTENT STRATEGY PROCESS

THE MAGIC LAYER

•New connections spark between diverse concepts•New opportunities are discovered•More meaningful experiences are revealed•New partnerships on the team are formed

This leads to a set of recommendations and processes that form a successful content strategy.

Benefits:

© 2012 Pybop, LLC

WHAT COULD POSSIBLY GO WRONG?

© 2012 Pybop, LLC

HOP THE OBSTACALS

Potential obstacles:

•Sheep think

•Focusing on details or how-tos too early

•Conflicting POVs

•Birdwalking from goals and falling in rabbit holes

•Everything is a priority

5 Ways to Prevent Obstacles

1. Work in small groups2. Name decision makers3. Reach out to outsiders4. Sketch ideas 5. Sleep on it 6. Establish core messaging priorities early

© 2012 Pybop, LLC

PRIORITIES: AN EXCELLENT EXAMPLE

© 2012 Pybop, LLC

© 2012 Pybop, LLC

SET PRIORITIES

Priority1 Potential Customers: Individuals who buy

strawberries

2 Potential Customers: Professionals (stores, restaurants) who buy strawberries

3 Repeat Customers4 Potential Vendors: People who sell

strawberries wholesale5 Potential employees

Audience

Priority1 LARGEST PROVIDER: 70,000+ strawberry

fields in California2 FRESHEST: Strawberries spend less than 1

day traveling3 AWARD-WINNING: 2008 CA Strawberry

Award4 BEST WORKPLACE: Honored by Berry

Berry magazine as one of the "Best Places to Work in the Fruit Picking Industry."

5 ORGANIC: No chemical pest repellants used during farming

6 WORLD LEADER: World leader in strawberry farming

Credibility

Priority1 ORGANIC

2 SWEET AND FRESH, last two weeks longer

3 LOWER PRICES

Features

Priority1 Healthy2 Stand up well in pies, ice creams, jams3 Freeze well4 Quick snack5 Support your community

Benefits

© 2012 Pybop, LLC

WILL YOU ACTUALLY USE THOSE

DELIVERABLES?

© 2012 Pybop, LLC

The Magic Layer Happens Here!

Company Needs

Audience Needs

Clear communication

and shared goals

© 2012 Pybop, LLC

KNOW YOUR PEOPLE© 2012 Pybop, LLC

I like to make things.

We’re data geeks.

We like to take

action. (And we ❤ dogs.)

I ❤ drawing. Discovering talent.

And surfing.

LOVE to CHAT!

We’re information

junkies.

KNOW YOUR CONTENT STRATEGIST

Influential storytelling

Brand-driven, user-balanced

messagingUX, marcom, business

Editorial for

humans

Mad mix of approaches!

Big content, humanized Search

intelligence

© 2012 Pybop, LLC

THINK LIKE HUMAN

YOUR CONTENT STRATEGIST

•Read his/her blog, view Tweets, follow on FB•Ask about approach, background, and processes•Find someone who fills a hole on your team or bridges a gap•Be sure s/he’s available for the duration•Likability matters

Do you have the right content strategist for the job?

© 2012 Pybop, LLC

“THAT’S IT!”

© 2012 Pybop, LLC

1. Start with shared goals.2. Get the right people together at the right times.3. Empower the decision makers.4. Hop the obstacles.5. Get outside and cross-discipline perspectives.6. Establish your core messaging priorities early!7. Know that all content strategists have a unique

approach.8. Choose the deliverables that fit your objectives

and needs, and present them in a way your people will use.

9. Keep (reality) checking your priorities.10. Sleep on it!

HOW TO ACHIEVE THE MAGIC LAYER

THE MAGIC LAYER:

Presented by Shelly Bowen, Pybop, LLC

shelly@pybop.com@pybop @shelbow

#magiclayer

THE SECRET OF EVERYSUCCESSFUL

CONTENT STRATEGY