getting started with content strategy
Post on 18-Oct-2014
642 views
DESCRIPTION
This is a short presentation I gave to the marketing communications committee of the France chapter of the European Professional Women's Network (EPWN) on Feb. 4, 2013. The goal was to introduce content strategy and to clarify its relationship to content marketing.TRANSCRIPT
![Page 1: Getting Started with Content Strategy](https://reader034.vdocuments.us/reader034/viewer/2022051608/5442c527b1af9f2d0a8b46fd/html5/thumbnails/1.jpg)
Getting started with
Content
Lise Bissonnette Janody Dot-Connection Paris, France
European Professional Women’s Network Marketing Communications Committee Feb. 4, 2013
Strategy
![Page 2: Getting Started with Content Strategy](https://reader034.vdocuments.us/reader034/viewer/2022051608/5442c527b1af9f2d0a8b46fd/html5/thumbnails/2.jpg)
Content strategy
Lots of content terms out there
![Page 3: Getting Started with Content Strategy](https://reader034.vdocuments.us/reader034/viewer/2022051608/5442c527b1af9f2d0a8b46fd/html5/thumbnails/3.jpg)
Content strategy
Content Strategy
![Page 4: Getting Started with Content Strategy](https://reader034.vdocuments.us/reader034/viewer/2022051608/5442c527b1af9f2d0a8b46fd/html5/thumbnails/4.jpg)
Content marketing
Content Marketing
![Page 5: Getting Started with Content Strategy](https://reader034.vdocuments.us/reader034/viewer/2022051608/5442c527b1af9f2d0a8b46fd/html5/thumbnails/5.jpg)
Brand content
Brand Content
![Page 6: Getting Started with Content Strategy](https://reader034.vdocuments.us/reader034/viewer/2022051608/5442c527b1af9f2d0a8b46fd/html5/thumbnails/6.jpg)
…and more! But first….
![Page 7: Getting Started with Content Strategy](https://reader034.vdocuments.us/reader034/viewer/2022051608/5442c527b1af9f2d0a8b46fd/html5/thumbnails/7.jpg)
Content? What is
Content?
![Page 8: Getting Started with Content Strategy](https://reader034.vdocuments.us/reader034/viewer/2022051608/5442c527b1af9f2d0a8b46fd/html5/thumbnails/8.jpg)
This looks like content….
IBM Smarter Planet/Social Business
![Page 9: Getting Started with Content Strategy](https://reader034.vdocuments.us/reader034/viewer/2022051608/5442c527b1af9f2d0a8b46fd/html5/thumbnails/9.jpg)
So does this
Multimedia Feature produced by the New York Times (a must read!)
![Page 10: Getting Started with Content Strategy](https://reader034.vdocuments.us/reader034/viewer/2022051608/5442c527b1af9f2d0a8b46fd/html5/thumbnails/10.jpg)
…and this
Orange Business Services Live Video Channel
![Page 11: Getting Started with Content Strategy](https://reader034.vdocuments.us/reader034/viewer/2022051608/5442c527b1af9f2d0a8b46fd/html5/thumbnails/11.jpg)
…and this
Infographic produced by Capgemini
![Page 12: Getting Started with Content Strategy](https://reader034.vdocuments.us/reader034/viewer/2022051608/5442c527b1af9f2d0a8b46fd/html5/thumbnails/12.jpg)
But this?
![Page 13: Getting Started with Content Strategy](https://reader034.vdocuments.us/reader034/viewer/2022051608/5442c527b1af9f2d0a8b46fd/html5/thumbnails/13.jpg)
Yup…all content!
![Page 14: Getting Started with Content Strategy](https://reader034.vdocuments.us/reader034/viewer/2022051608/5442c527b1af9f2d0a8b46fd/html5/thumbnails/14.jpg)
This too…
![Page 15: Getting Started with Content Strategy](https://reader034.vdocuments.us/reader034/viewer/2022051608/5442c527b1af9f2d0a8b46fd/html5/thumbnails/15.jpg)
Content The web is full of all types of content
![Page 16: Getting Started with Content Strategy](https://reader034.vdocuments.us/reader034/viewer/2022051608/5442c527b1af9f2d0a8b46fd/html5/thumbnails/16.jpg)
….and it ALL requires
STRATEGY strategy
![Page 17: Getting Started with Content Strategy](https://reader034.vdocuments.us/reader034/viewer/2022051608/5442c527b1af9f2d0a8b46fd/html5/thumbnails/17.jpg)
Melissa Rach, Content Strategy for the Web Ed. 2
Content strategy helps organizations use content to achieve their business goals.
![Page 18: Getting Started with Content Strategy](https://reader034.vdocuments.us/reader034/viewer/2022051608/5442c527b1af9f2d0a8b46fd/html5/thumbnails/18.jpg)
Content strategy plans for the creation, delivery and governance of useful, usable content.
Kristina Halvorson, Content Strategy for the Web
![Page 19: Getting Started with Content Strategy](https://reader034.vdocuments.us/reader034/viewer/2022051608/5442c527b1af9f2d0a8b46fd/html5/thumbnails/19.jpg)
UNDERLYING PRINCIPLE
Requires oversight and accountability
Benefits from clearly defined roles, responsibilities, processes
Must contribute to bottom line and support business goals
Must provide value for users
Content is a business asset that must be managed like all other products
![Page 20: Getting Started with Content Strategy](https://reader034.vdocuments.us/reader034/viewer/2022051608/5442c527b1af9f2d0a8b46fd/html5/thumbnails/20.jpg)
Content is not only about
Substance creating narratives
Stories Topics Key messages
![Page 21: Getting Started with Content Strategy](https://reader034.vdocuments.us/reader034/viewer/2022051608/5442c527b1af9f2d0a8b46fd/html5/thumbnails/21.jpg)
Content is also about lots of other stuff
Structure (IA, taxonomy, metadata, content models) Tools (CMS, email delivery, servers) Engagement (SEO & social media) Accessibility (coding, localization) People (roles, responsibility, accountability)
![Page 22: Getting Started with Content Strategy](https://reader034.vdocuments.us/reader034/viewer/2022051608/5442c527b1af9f2d0a8b46fd/html5/thumbnails/22.jpg)
Get a handle on what you have • Content (inventory, audit)
• Taxonomy and metadata
• Tools
• Channels
• People, processes, workflow
• Budget
Set objectives • Goals
• Audiences
• Purpose
• Messages and Topics
Identify gaps and opportunities • What can be optimized?
• Where are the gaps?
• What are the issues?
Plan and specify • Strategic plan (Who, what, where, when, how, and WHY)
• Editorial calendar
• Production schedule
• Page specifications
• Content models
• Content lifecycle
Carry out the plan
• Production
• Translation/localization
• Indexing and metadata
• Publication
Maintain and measure • Archive
• Update
• Test
• Measure
A sustainable strategy for your content
Review, refine, refresh
Discover your universe • Competition
• Keyword research
• Audience interviews
![Page 23: Getting Started with Content Strategy](https://reader034.vdocuments.us/reader034/viewer/2022051608/5442c527b1af9f2d0a8b46fd/html5/thumbnails/23.jpg)
CONTENT STRATEGY
Horizontal content strategy: ensuring consistent, holistic approach to content from one end of your site to the other
Vertical content strategy: ensuring consistent, holistic approach to content between channels and devices for a topic or content type
Content marketing/brand content very often vertical, but full-scale efforts can be both
Has breadth and depth
Note: Here’s a link to my blog post on horizontal and vertical content strategy
![Page 24: Getting Started with Content Strategy](https://reader034.vdocuments.us/reader034/viewer/2022051608/5442c527b1af9f2d0a8b46fd/html5/thumbnails/24.jpg)
CONTENT STRATEGY
Horizontal content strategy: ensuring consistent, holistic approach to content from one end of your site to the other
Vertical content strategy: ensuring consistent, holistic approach to content between channels and devices for a topic or content type
Content marketing/brand content very often vertical, but full-scale efforts can be both
Has breadth and depth
Note: Here’s a link to my blog post on horizontal and vertical content strategy
![Page 25: Getting Started with Content Strategy](https://reader034.vdocuments.us/reader034/viewer/2022051608/5442c527b1af9f2d0a8b46fd/html5/thumbnails/25.jpg)
Content? Now: What is
Content Marketing & Brand Content?
![Page 26: Getting Started with Content Strategy](https://reader034.vdocuments.us/reader034/viewer/2022051608/5442c527b1af9f2d0a8b46fd/html5/thumbnails/26.jpg)
Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.
Basically, content marketing is the art of communicating with your customers and prospects without selling…
Joe Pulizzi, Content Marketing Institute
![Page 27: Getting Started with Content Strategy](https://reader034.vdocuments.us/reader034/viewer/2022051608/5442c527b1af9f2d0a8b46fd/html5/thumbnails/27.jpg)
IN FRANCE, BRAND CONTENT IS KING
Daniel Bô, Brand Content : Comment les marques se transforment en médias
![Page 28: Getting Started with Content Strategy](https://reader034.vdocuments.us/reader034/viewer/2022051608/5442c527b1af9f2d0a8b46fd/html5/thumbnails/28.jpg)
• Instead of advertising • Strong link to lead
generation • Prevalent in B2B • Term used widely in the US
Content marketing
• Can be advertising • Strong link to brand
engagement • Prevalent in B2C • Term used widely in France
Brand content
![Page 29: Getting Started with Content Strategy](https://reader034.vdocuments.us/reader034/viewer/2022051608/5442c527b1af9f2d0a8b46fd/html5/thumbnails/29.jpg)
ELEMENTS OF
Informative and educational and/or
Entertaining, and/or
Provides a service
Stands on its own
Content marketing and Brand content
![Page 30: Getting Started with Content Strategy](https://reader034.vdocuments.us/reader034/viewer/2022051608/5442c527b1af9f2d0a8b46fd/html5/thumbnails/30.jpg)
Marketing Not all marketing content
…is content marketing!
![Page 31: Getting Started with Content Strategy](https://reader034.vdocuments.us/reader034/viewer/2022051608/5442c527b1af9f2d0a8b46fd/html5/thumbnails/31.jpg)
It’s not all marketing!
At some point
…you still need to describe your products and talk a bit about yourself, provide after-sales support…in short, provide the right content for all parts of the customer sales cycle.
![Page 32: Getting Started with Content Strategy](https://reader034.vdocuments.us/reader034/viewer/2022051608/5442c527b1af9f2d0a8b46fd/html5/thumbnails/32.jpg)
SOME CONTENT MARKETING/BRAND CONTENT EXAMPLES
![Page 33: Getting Started with Content Strategy](https://reader034.vdocuments.us/reader034/viewer/2022051608/5442c527b1af9f2d0a8b46fd/html5/thumbnails/33.jpg)
BRAND CONTENT
Here are just a few examples of full-scale, brand content efforts
• AMEX Open Forum http://www.openforum.com • vs EC SMB portal (not brand content):
http://ec.europa.eu/small-business/index_en.htm • BNP Paribas site about managing money
http://www.lemoneymag.fr/ • Coca Cola http://www.coca-colacompany.com/ • Regards sur le Numérique (Microsoft France):
http://www.rslnmag.fr/
![Page 34: Getting Started with Content Strategy](https://reader034.vdocuments.us/reader034/viewer/2022051608/5442c527b1af9f2d0a8b46fd/html5/thumbnails/34.jpg)
CONTENT MARKETING EXAMPLES
….and just a few examples of smaller-scale content marketing
• SFR BYOD: branded content (http://solutionsauxentreprises.lemonde.fr/dossiers/byod-le-nouveau-defi-de-la-dsi_f-38.html) + white paper: http://www.audeladucloud.fr/
• Marketo: http://eu.marketo.com/ (resource guides -http://pages2.marketo.com/dg2-marketing-metrics-uk.html)
• For more examples: • http://veillebrandcontent.fr/ (in French) • http://contentmarketinginstitute.com/ (in English)
![Page 35: Getting Started with Content Strategy](https://reader034.vdocuments.us/reader034/viewer/2022051608/5442c527b1af9f2d0a8b46fd/html5/thumbnails/35.jpg)
THANK YOU
Lise Bissonnette Janody
http://www.dot-connection.com