Today, it's quite probable that the two most important words for marketers are "content strategy." Content strategy identifies which content will best achieve your business objectives while fulfilling your customers' needs. Developing a content strategy also helps answer questions that often get left until the eleventh hour: Who is going to create the content, and how? How can you ensure your communications are consistent across all channels? What role will user-generated content play in helping meet your marketing goals?
This presentation discusses:
* the practice of content strategy
* useful, actionable details your organization can take advantage of immediately
4. A brand is a promise. By
identifying and authenticating
a product or service it delivers
a pledge of satisfaction and
quality.
— Walter Landor
5.
6. Brands are now used more than
they are preferred.
Functional benefits and relevance
now outweigh the intangible and
emotional allure of a brand.
— The Brand Bubble
by John Gerzema and Ed Lebar
15. The single most important thing
most Web sites can offer to their
users is content that those users
will find valuable.
— The Elements of User Experience
Jesse James Garrett
16.
17. NAV BAR
sign in
ROTATING PROMO AREA
PRODUCT HIGHLIGHTS
EDUCATIONAL
CONTENT
PRODUCT 1 PRODUCT 2 PRODUCT 3 PRODUCT 4
CREDIT CARD
29. REI employees are called upon to evaluate gear
in an outdoor setting, allowing staff members to
offer feedback on gear performance and remain
experts in the gear they sell.
And although not all employees have summited
Mount Everest, they all can help customers find
the right outdoor gear and clothing for any
outdoor adventure.
REI employees are recognized throughout the
outdoor industry for their product knowledge
and expertise.
30. At Room & Board, we partner with small,
family-owned businesses that use a
combination of time-honored techniques and
innovative technology to build furniture that
stands the test of time.
This approach gives you the best of both
worlds—handcrafted quality with precision and
attention to detail.
We're committed to helping these artisans
preserve the American tradition of
handcraftsmanship.
40. Late content is consistently one of the
reasons for project delays.
The task itself and resources needed to
complete the task are seriously
underestimated.
Accept it. Plan for it. Charge for it.
— Web Redesign 2.0: Workflow That Works
Kelly Goto & Emily Cotler
46. SKILLSET.ORG
Business
Analyst
User
Project Production
Experience
Manager Assistant
Architect
Account
Producer Designer
Manager
New
Information
Business Web Analyst Developer
Architect
Developer
Content Usability
Strategist Specialist Programmer
SEO Technical
Specialist Assistant
Server
Web Editor Admin
Web Writer
50. ANALYSIS
Align on business objectives and user goals
Identify success metrics
Define risks and how to mitigate
Create a strategic foundation for content
strategy (recommendations)
51. ANALYSIS
Brand and messaging
Channels
User research
Competitor site audits
Site metrics
Government or regulatory requirements
52. ANALYSIS
SEO strategy
Current content assets
Global business and communications strategies
Technical infrastructure
Stakeholder roles, skill sets, agendas, politics
Relationship to other sites, databases, campaigns,
brand strategies, print materials
53. STRATEGY
What content do we need, and why?
How will the content be structured?
How will users find your web content?
How we will get from today to launch?
What's next once the content is "out there "?
How do these recommendations impact our business?
55. BIG RESULTS
Better user experience
Greater brand consistency
New operational efficiencies
Better risk management through better controls
Improved SEO and analytics
More effective personalization and targeting