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Tactics for getting stakeholder and team buy-in around content marketing, tips for keeping momentum, & crafting your content strategy to fit your organization, and structures to support your own Team Content.
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CREATING A CULTURE OF
CONTENTRefresh Boston | @RefreshBoston
August 2013
Katie Del Angel | ISITE Design
@katiedel
TONIGHT
Pizza Making the Case for Content Marketing Building Team Content Creating Your Content Strategy More Pizza?
@katiedel
@KATIEDEL
@katiedelhttp://alistapart.com/article/contenttiousstrategy
@KATIEDEL
@katiedel
CONTENT MARKETING AT ISITE
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@katiedel
WHERE DOES IT COME FROM?
2011 CONTRIBUTORS
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2012 CONTRIBUTORS
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2013 & BEYOND
100% of the company contributes
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@katiedel
MAKING THE CASE
MAKING THE CASEYou may be:
Jack of all trades Learning on the job Constrained resources Charting your own course Need to evangelize
From “The User Experience Team of One”
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CONTENT MARKETING FUNNEL
“Content marketing is an enhancement to your current marketing efforts and you need to understand what gap you’re trying to fill.”
-- Managing Content Marketing
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1. OPPORTUNITY FOR NEW SOLUTIONS
New perspectives Forced growth Practice & refine skills Strengthen foundation for work
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2. ROOM FOR FAILURE
“Until you really fail…you don’t know what’s important and what you can do” – Daniel Romano, Head of UX & Design at Disney Interactive
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3. ANALYTICS (OF COURSE)Share them as they become available:
Site visitors Subscribers Engagement Conversions
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“Content strategy is the practice of planning for the creation, delivery, and governance of useful, useable content.”
BUILDING YOUR TEAM
1. INVITE YOUR TEAM
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2. GET THEM EXCITED
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3. DEMYSTIFY CONTENT
Skill Content Value Bandwidth
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CRAFTING YOUR STRATEGY
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CREATING YOUR STRATEGY
Work where your team works. Encourage & listen to feedback. Don’t stop.
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SUPPORT
FormalOrganizational resourcesClear goals Stakeholder supportTeam input
InformalRelationshipsLanguageReinforcement
KEEPING MOMENTUM
Keep learning – and sharing Celebrate bright spots Suggestions, themes, goals Encourage exploration
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@katiedel
Check out:
Harnessing Content to Build Delightful Experiences
A full-day workshop with Margot Bloomstein & Robert Rose
QUESTIONS?
Making the case Building the team Demystifying content Crafting a strategy Keeping momentum Getting awesome shirts
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