so you want to be a content strategist?
TRANSCRIPT
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?
