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Content Strategy 2015:
Marketing, Mobile, and the Enterprise
Kristina @Halvorson
braintraffic.com
confabevents.com
What is
“content strategy”?
2009
Content strategy is the
practice of planning for
the creation, delivery,
and governance of
useful, usable content.
2012
Content strategy guides
planning for the
creation, delivery, and
governance of
content…
…plus a whoooole lot of
caveats.
the quad
© 2015 Brain Traffic
2013-2014
Who Brain Traffic worked with
Jazz hands no more.
What is “strategy”?
Content Strategy 2015: Marketing, Mobile, and the Enterprise
Content Strategy 2015: Marketing, Mobile, and the Enterprise
Content Strategy 2015: Marketing, Mobile, and the Enterprise
Content Strategy 2015: Marketing, Mobile, and the Enterprise
Content Strategy 2015: Marketing, Mobile, and the Enterprise
An integrated cascade of choices
What is our
winning
aspiration?
Where will we
play?
How will we
win?
What capabilities
must be in
place?
What
management
systems are
required?
The right playing field:
Where we will compete: our geographies,
product categories, consumer segments,
channels, vertical stages of production
The purpose of
the enterprise:
our guiding
aspirations
The unique right to win:
Our value proposition
Our competitive
advantage
The support systems:
Systems,
structures, and
measures required to
support choices
The set of capabilities
required to win:
Our reinforcing activities
Our specific configuration
Source: Roger Martin, hbr.org
Diagnosis
Guiding Policy
Set of Coherent Actions
The Kernel of Strategy
• Creating a ‘map of the territory’ and figuring out “What’s going on here?”
• Insightful diagnosis can transform one’s view of the situation
• An overall approach for overcoming obstacles and/or harvesting
opportunities highlighted by the diagnosis
• Channels actions in certain directions (and not others) without saying what
exactly shall be done
• Does not need to spell out all actions, yet there must be enough clarity
about action to make concepts concrete and actionable
• Actions should coordinate and build upon each other (fit/consistency) so as
to generate punch
1
2
3
Source: Good Strategy, Bad Strategy
by Richard Rumelt
The Big Opportunity
A window into a winning future that is realistic,
emotionally compelling, and memorable
Change Vision
What you need to look like to be able to capitalize on
the Big Opportunity
Strategic Initiatives
Activities that, if designed and executed fast enough and
well enough, will make your vision a reality
Source: Accelerate by John P. Kotter, hbr.org
The right content, to the right person,
in the right place, at the right time.
Content Strategy
for Marketing
Content marketing is the approach of
creating and distributing valuable and
consistent content to a targeted
audience, with the objective of driving
some profitable action…
– “The Evolution of Content Marketing
Will Include Intelligent Content”
Joe Pulizzi, 1/12/2015
“
Building loyalty and trust with an
audience over a long period opens up
amazing opportunities to sell more, save
costs, or create customers for a lifetime.
– “The Evolution of Content Marketing
Will Include Intelligent Content”
Joe Pulizzi, 1/12/2015
“
Content Strategy 2015: Marketing, Mobile, and the Enterprise
Content Strategy 2015: Marketing, Mobile, and the Enterprise
Content Strategy 2015: Marketing, Mobile, and the Enterprise
Content Strategy 2015: Marketing, Mobile, and the Enterprise
Content Strategy 2015: Marketing, Mobile, and the Enterprise
Content Strategy 2015: Marketing, Mobile, and the Enterprise
• 1 billion impressions
• 100 million annual website visits
• 98% product penetration in US
households
• Yields 4x better ROI than
traditional advertising
HOLY CRAP IT WORKS!!!!
2015 Content Marketer of the Year
Content Strategy 2015: Marketing, Mobile, and the Enterprise
• 86% of B2C marketers use content marketing
• 91% of B2B marketers use content marketing
• 95% of B2B enterprise marketers use content
marketing
• 78% of CMOs think custom content is the future
of marketing
http://www.ragan.com/Main/Articles/24_stats_about_the_importance_of_content_marketing_46163.aspx
Content Strategy 2015: Marketing, Mobile, and the Enterprise
Content Strategy 2015: Marketing, Mobile, and the Enterprise
Content Strategy 2015: Marketing, Mobile, and the Enterprise
Content Strategy 2015: Marketing, Mobile, and the Enterprise
Content Strategy 2015: Marketing, Mobile, and the Enterprise
Content Strategy 2015: Marketing, Mobile, and the Enterprise
Content Strategy 2015: Marketing, Mobile, and the Enterprise
Content Strategy 2015: Marketing, Mobile, and the Enterprise
Content Strategy 2015: Marketing, Mobile, and the Enterprise
Content Strategy 2015: Marketing, Mobile, and the Enterprise
Sexy might sell,
but it rarely satisfies.
• Talk to your audiences to find out what really
matters.
• If your Big Idea doesn’t work, kill it quickly.
• Don’t kid yourself about capacity.
• Stop using “engagement” as a metric.
2015
Content Strategy
for Mobile
The right content, to the right person,
in the right place, at the right time.
It is your mission to get your content out, on
whichever platform, in whichever format your
audience wants to consume it.
Your users get to decide how, when, and where
they want to read your content. It is your challenge
and your responsibility to deliver a good experience
to them.
Content Strategy for Mobile by Karen McGrane
“
http://blog.braintraffic.com/wp-content/uploads/2012/03/structured-content.png
Content Strategy 2015: Marketing, Mobile, and the Enterprise
Content Strategy 2015: Marketing, Mobile, and the Enterprise
http://www.hci-itil.com/ITIL_v3/images/
service_improvement_ch7_fig_7_1.jpg
http://what-when-how.com/
wp-content/uploads/
2012/06/tmpe113102.png
Content Strategy 2015: Marketing, Mobile, and the Enterprise
Content Strategy 2015: Marketing, Mobile, and the Enterprise
Content Strategy 2015: Marketing, Mobile, and the Enterprise
Content Strategy 2015: Marketing, Mobile, and the Enterprise
We’ve been so excited to go
from nothing to something really
cool. I guess it doesn’t work that
way, huh.
– Actual Client
“
You can’t accelerate with a
broken engine.
• Pick a pilot content modeling project and
see it through (including post-launch review).
• Do an honest assessment of where you are
with your content lifecycle management.
• Don’t worry about fancy CMS features until
your necessary tools are optimized.
• Don’t spend money on stuff you can’t use yet.
2015
Content Strategy
for the Enterprise
We have too much content.
We don’t have enough content.
Our content is inconsistent.
We create content in silos.
We have no success metrics.
We have no customer research.
My boss doesn’t get it.
My team doesn’t get it.
We have 12 sucky CMSes.
Our content isn’t structured.
Responsive design broke it.
What if I get hit by a bus.
Audit the content!
Fix the IA!
Get an editorial guide!
Here’s a content map!
Your tools are wrong.
You don’t have the
right skill sets.
No one’s accountable.
Leadership isn’t
leading.
Diagnosis
Guiding Policy
Set of Coherent Actions
The Kernel of Strategy
• Creating a “map of the territory” and figuring out “What’s going on here?”
• Insightful diagnosis can transform one’s view of the situation
• An overall approach for overcoming obstacles and/or harvesting
opportunities highlighted by the diagnosis
• Channels actions in certain directions (and not others) without saying what
exactly shall be done
• Does not need to spell out all actions, yet there must be enough clarity
about action to make concepts concrete and actionable
• Actions should coordinate and build upon each other (fit/consistency) so as
to generate punch
1
2
3
Source: Good Strategy, Bad Strategy
by Richard Rumelt
Content Strategy 2015: Marketing, Mobile, and the Enterprise
Content Strategy 2015: Marketing, Mobile, and the Enterprise
Content Strategy 2015: Marketing, Mobile, and the Enterprise
Goal: Integrate publishing processes
Strategy #1: Store all content in a central Drupal
CMS
Strategy #2: Empower a CS team to facilitate
collaborative content workflows
Strategy #3: Establish a content governance
council for ongoing oversight
Vision: Right content blah blah blah
Strategy forces us to
prioritize
Content Strategy 2015: Marketing, Mobile, and the Enterprise
http://marketingland.com/wp-content/ml-loads/2013/04/image.jpeg
Reality
CONTENT
STRATEGIST
CONTENT
STRATEGIST
CONTENT
STRATEGIST
CONTENT
STRATEGIST
Content strategists
facilitate
conversations and
collaboration across
teams responsible
for major content
initiatives.
The Guiding Coalition
establishes strategy,
pillars, and the
roadmap of priorities.
Governance requires
leadership.
• Take stock of your current strategies for
content creation, management, and
measurement.
• Question the metrics you’re using for
success.
• Listen to the people on the front lines.
• Empower someone to lead the charge.
• Don’t do it all.
2015
Content Strategy
for You
People think focus means saying yes to
the thing you've got to focus on. But
that's not what it means at all. It means
saying no to the hundred other good
ideas that there are. You have to pick
carefully.
– Steve Jobs
“
the quad
© 2015 Brain Traffic
How do we know
this is the right
content?
How will this
content appear
across channels?
Do we have the
skills, budget, tools,
and time?
Who’s in charge of
ongoing content
quality?
Good content strategy …
• Defines outcomes and
measurements
• Helps prioritize investments
• Shapes infrastructure
• Keeps you from losing your mind
FOMO
We live in a moment of history
where change is so speeded up
that we begin to see the
present only when it is already
disappearing.
– R.D. Laing
“
Thank you.
Kristina @Halvorson
http://braintraffic.com
ConfabEvents.com

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Content Strategy 2015: Marketing, Mobile, and the Enterprise

  • 1. Content Strategy 2015: Marketing, Mobile, and the Enterprise Kristina @Halvorson braintraffic.com confabevents.com
  • 4. Content strategy is the practice of planning for the creation, delivery, and governance of useful, usable content.
  • 6. Content strategy guides planning for the creation, delivery, and governance of content… …plus a whoooole lot of caveats.
  • 7. the quad © 2015 Brain Traffic
  • 9. Who Brain Traffic worked with
  • 10. Jazz hands no more.
  • 17. An integrated cascade of choices What is our winning aspiration? Where will we play? How will we win? What capabilities must be in place? What management systems are required? The right playing field: Where we will compete: our geographies, product categories, consumer segments, channels, vertical stages of production The purpose of the enterprise: our guiding aspirations The unique right to win: Our value proposition Our competitive advantage The support systems: Systems, structures, and measures required to support choices The set of capabilities required to win: Our reinforcing activities Our specific configuration Source: Roger Martin, hbr.org
  • 18. Diagnosis Guiding Policy Set of Coherent Actions The Kernel of Strategy • Creating a ‘map of the territory’ and figuring out “What’s going on here?” • Insightful diagnosis can transform one’s view of the situation • An overall approach for overcoming obstacles and/or harvesting opportunities highlighted by the diagnosis • Channels actions in certain directions (and not others) without saying what exactly shall be done • Does not need to spell out all actions, yet there must be enough clarity about action to make concepts concrete and actionable • Actions should coordinate and build upon each other (fit/consistency) so as to generate punch 1 2 3 Source: Good Strategy, Bad Strategy by Richard Rumelt
  • 19. The Big Opportunity A window into a winning future that is realistic, emotionally compelling, and memorable Change Vision What you need to look like to be able to capitalize on the Big Opportunity Strategic Initiatives Activities that, if designed and executed fast enough and well enough, will make your vision a reality Source: Accelerate by John P. Kotter, hbr.org
  • 20. The right content, to the right person, in the right place, at the right time.
  • 22. Content marketing is the approach of creating and distributing valuable and consistent content to a targeted audience, with the objective of driving some profitable action… – “The Evolution of Content Marketing Will Include Intelligent Content” Joe Pulizzi, 1/12/2015 “
  • 23. Building loyalty and trust with an audience over a long period opens up amazing opportunities to sell more, save costs, or create customers for a lifetime. – “The Evolution of Content Marketing Will Include Intelligent Content” Joe Pulizzi, 1/12/2015 “
  • 30. • 1 billion impressions • 100 million annual website visits • 98% product penetration in US households • Yields 4x better ROI than traditional advertising HOLY CRAP IT WORKS!!!! 2015 Content Marketer of the Year
  • 32. • 86% of B2C marketers use content marketing • 91% of B2B marketers use content marketing • 95% of B2B enterprise marketers use content marketing • 78% of CMOs think custom content is the future of marketing http://www.ragan.com/Main/Articles/24_stats_about_the_importance_of_content_marketing_46163.aspx
  • 43. Sexy might sell, but it rarely satisfies.
  • 44. • Talk to your audiences to find out what really matters. • If your Big Idea doesn’t work, kill it quickly. • Don’t kid yourself about capacity. • Stop using “engagement” as a metric. 2015
  • 46. The right content, to the right person, in the right place, at the right time.
  • 47. It is your mission to get your content out, on whichever platform, in whichever format your audience wants to consume it. Your users get to decide how, when, and where they want to read your content. It is your challenge and your responsibility to deliver a good experience to them. Content Strategy for Mobile by Karen McGrane “
  • 57. We’ve been so excited to go from nothing to something really cool. I guess it doesn’t work that way, huh. – Actual Client “
  • 58. You can’t accelerate with a broken engine.
  • 59. • Pick a pilot content modeling project and see it through (including post-launch review). • Do an honest assessment of where you are with your content lifecycle management. • Don’t worry about fancy CMS features until your necessary tools are optimized. • Don’t spend money on stuff you can’t use yet. 2015
  • 61. We have too much content. We don’t have enough content. Our content is inconsistent. We create content in silos. We have no success metrics. We have no customer research. My boss doesn’t get it. My team doesn’t get it. We have 12 sucky CMSes. Our content isn’t structured. Responsive design broke it. What if I get hit by a bus.
  • 62. Audit the content! Fix the IA! Get an editorial guide! Here’s a content map!
  • 63. Your tools are wrong. You don’t have the right skill sets. No one’s accountable. Leadership isn’t leading.
  • 64. Diagnosis Guiding Policy Set of Coherent Actions The Kernel of Strategy • Creating a “map of the territory” and figuring out “What’s going on here?” • Insightful diagnosis can transform one’s view of the situation • An overall approach for overcoming obstacles and/or harvesting opportunities highlighted by the diagnosis • Channels actions in certain directions (and not others) without saying what exactly shall be done • Does not need to spell out all actions, yet there must be enough clarity about action to make concepts concrete and actionable • Actions should coordinate and build upon each other (fit/consistency) so as to generate punch 1 2 3 Source: Good Strategy, Bad Strategy by Richard Rumelt
  • 68. Goal: Integrate publishing processes Strategy #1: Store all content in a central Drupal CMS Strategy #2: Empower a CS team to facilitate collaborative content workflows Strategy #3: Establish a content governance council for ongoing oversight Vision: Right content blah blah blah
  • 69. Strategy forces us to prioritize
  • 72. CONTENT STRATEGIST CONTENT STRATEGIST CONTENT STRATEGIST CONTENT STRATEGIST Content strategists facilitate conversations and collaboration across teams responsible for major content initiatives. The Guiding Coalition establishes strategy, pillars, and the roadmap of priorities.
  • 74. • Take stock of your current strategies for content creation, management, and measurement. • Question the metrics you’re using for success. • Listen to the people on the front lines. • Empower someone to lead the charge. • Don’t do it all. 2015
  • 76. People think focus means saying yes to the thing you've got to focus on. But that's not what it means at all. It means saying no to the hundred other good ideas that there are. You have to pick carefully. – Steve Jobs “
  • 77. the quad © 2015 Brain Traffic How do we know this is the right content? How will this content appear across channels? Do we have the skills, budget, tools, and time? Who’s in charge of ongoing content quality?
  • 78. Good content strategy … • Defines outcomes and measurements • Helps prioritize investments • Shapes infrastructure • Keeps you from losing your mind
  • 79. FOMO
  • 80. We live in a moment of history where change is so speeded up that we begin to see the present only when it is already disappearing. – R.D. Laing “