drupal show & tell talk
DESCRIPTION
A short presentation about the value of Content Strategy: why it needs to be considered from the start of any site build or campaign, and not chucked in as an afterthough. Explores topline themes from planning to execution. Supported a talk I gave at Drupal Show and Tell, London.TRANSCRIPT
Why the big deal?
Lizzie Hodgson // Digital & Content Strategist@[email protected]
Content Strategy:
Tuesday, 29 October 13
So. What is content strategy?
Anyone? Anyone? Bueller?
Tuesday, 29 October 13
Well. Just in case....Content strategy refers to the planning, development, and management of *content—written or in other media...
*Oh. And you give it away. For free.
Tuesday, 29 October 13
and that means you need to know
WHAT. WHY. HOW. WHEN. FOR WHOM &WITH WHAT.
Tuesday, 29 October 13
“Right. So I can’t just
whack a blog out and hope for the best?”
Tuesday, 29 October 13
Nope. This takes effort. And it
Content is not an afterthoughtAnd fundamentally, it needs to align to your business needs.
should be planned.
Tuesday, 29 October 13
That means if you’re about to build a site, create a campaign, start something...
...you have to get the content strategy right from the start.
Tuesday, 29 October 13
In other words, a content strategy must bepart of yourdiscovery stage
Tuesday, 29 October 13
Defines how you use content to meet
A content strategy
your needs. And business goals
Tuesday, 29 October 13
Provides a plan - from inspiration to deletion
A content strategy
Tuesday, 29 October 13
Establishes benchmarks
A content strategy
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Fits into your wider comms
...Which fit into your overall
& marketing aims...
business strategy
A content strategy
Tuesday, 29 October 13
It means making
*Opportunities to create
*Meet-ups. Conferences. Seminars. Guest bloggers.
meaningful, valuable content.
Tuesday, 29 October 13
It also means...
Making your *content do more.
* Static site copy. Blogs. Tweets. White papers. Videos. Images. Audio. Webinars.
Tuesday, 29 October 13
Why?Because content is storytelling
And compelling stories highlight your expertise
And value creates engagement
And stories are compelling
And expertise is valuable
And engagement attracts an audience
And audiences build your business
Tuesday, 29 October 13
How?
Then do it. No excuses.
Rep
eat.
Establish / review benchmarks
Identify your audienceWho is this content targeted at?
Date v ‘events/need’ v content v where v who’s doing itCreate a spreadsheet
Identify the content you will produceBlogs? Audio? Static site content? FAQs? Social?
What are you expert at?Identify your niche
What are your business needs?Identify your goals
Tuesday, 29 October 13
Compelling. Valuable. Your business
So. Content Strategy:
Tuesday, 29 October 13
