Content Strategy Is Going Tactical

Ida Hakola & Ilona Hiila •  Founder’s of Finland’s 1st

content strategy agency Vapa Media

•  Working with the biggest companies in Finland

•  GOAL: help our clients to connect with their customerS ONLINE

•  Authors of ”Strategic hold on the web”– A book about content strategy

•  Comment, contact and share your thoughts: @IlonaHiila & @idahakola #csforum13

Cs Forum Helsinki •  235 attendees •  34 speakers •  4 continents •  13 countries •  1 event

Content strategy is going

tactical

Since 2010 we’ve seen huge changes in the way people and

companies utilize content.

Content

Everything we do online is based on content – all interactions with consumers are based on content

Campaigns Digital copywriting

Articles

Videos Product information

Contact details

Status updates

Tweets Photos Forms

Newsletters Titles and headings

Vision

Target group definitions

Objectives

Roles

Keywords

Metadata

Content creation

Infoarchitecture

Vision

Target group definitions

Objectives

Roles

Keywords

Metadata

Content creation

Info architecture

We need to connect the “big idea” and the small actions to create tactical content

flow.

Research

Processes & people

Pilot projects

Implementation

What is interesting to our customer

Right now?

How can we react to the discussion

and topics In our channels?

Research

”Inspiraatiota voi löytää mistä vain! Ennen hain sitä sisustuslehdistä, mutta nykyään tuntuu että lehdissä jutut

tulevat vähän myöhässä verrattuna blogeihin.”

How can create realistic content

processes?

How can we utilize our networks to create content – and our brand

Processes & people

CHECK IT OUT: WWW.FAZERCAFE.FI

How can we reach New target audiences

effectively?

How can we utilize new channels?

Pilot projects

What is our role as a publisher?

How can we design content that is

Valuable for our customers?

Implementation

RESEARCHER

CREATIVE DESIGNER

AGGREGATOR & COACH

CONTENT CREATOR

CONTENT STRATEGY, YEAH!

THANK YOU!

www.vapamedia.fi @Vapamedia