64
This is not a content marketing workshop.

This is not a content marketing workshop

Embed Size (px)

DESCRIPTION

Presented to the American Chamber of Commerce in Prague, October 2013

Citation preview

Page 1: This is not a content marketing workshop

This is not a content marketing workshop.

Page 2: This is not a content marketing workshop

About me. Elizabeth McGuane @emcguane on Twitter Director of Content Strategy FleishmanHillard London

Page 3: This is not a content marketing workshop

My old life.

Page 4: This is not a content marketing workshop

My new life.

Page 5: This is not a content marketing workshop

What is this thing called content strategy?

Page 6: This is not a content marketing workshop

ASSESSING current content for quality, volume, format and appropriateness !COMPARING content against competitors and comparators in the market

ANALYSING current content situation vs. business objectives & audience/user needs !VISION for content in the immediate and longer term

ANALYSING the structure and purpose of current content types for devices & channels !PLANNING for what content needs to get created or reworked

CREATING templates, rules and glossaries for authors to follow, in line with usability and accessibility best practice

CREATING and SUPPORTING content production with briefs, the content itself, and editorial functions

DESIGNING customised editorial workflow and role/responsibility definitions for clients to ensure content quality over time

Audits Strategy Planning & IA Guidelines

Briefing, creating &

editing

Workflow & governance

Page 7: This is not a content marketing workshop

‘...anything that conveys

meaningful information to

humans is called “content.”

Page 8: This is not a content marketing workshop

‘but ...[organisations] with hundreds or thousands of pieces of online

content need someone who can stand back and

figure out what all that content should

communicate.’ !

- Erin Kissane

Page 9: This is not a content marketing workshop

This is your

organisation

Image: Tang Yau Hoong

Page 10: This is not a content marketing workshop

Communications and marketing, traditionally = what we see above the line

Page 11: This is not a content marketing workshop

Content involves the entire

organisation

Page 12: This is not a content marketing workshop

Content exists in how you perform customer

service

Photo: Greg Peverill-Conti

Page 13: This is not a content marketing workshop

I t comes out of your internal publishing

processes

Page 14: This is not a content marketing workshop

It comes from your audience

Page 15: This is not a content marketing workshop

Content’s how you tell the story of your brand.

Page 16: This is not a content marketing workshop

I t ’ s h o w w e s e e y o u r b r a n d

- a n d i t ’ s t h e m e c h a n i s m s t h a t e x p r e s s y o u r b r a n d .

Page 17: This is not a content marketing workshop

C o n t e n t s t r a t e g y c o v e r s t h e whole big mess

Page 18: This is not a content marketing workshop

A n d i t ’ s a l l g e t t i n g m e s s i e r

a l l t h e t i m e

Page 19: This is not a content marketing workshop

But new channels and formats are only one side

of the mess

Page 20: This is not a content marketing workshop

Why is this a problem now?

Page 21: This is not a content marketing workshop

P e o p l e a r e m e s s y

Page 22: This is not a content marketing workshop

Business problems are people problems.

Photo: Greg Peverill-Conti

Page 23: This is not a content marketing workshop

Content problems are people problems.

Photo: Greg Peverill-Conti

Page 24: This is not a content marketing workshop

As brands,we fear

losing control

Page 25: This is not a content marketing workshop
Page 26: This is not a content marketing workshop

But really, t h e t y p e o f c o n t r o l

we need to exert i s jus t changing

Page 27: This is not a content marketing workshop

What you can do.

Page 28: This is not a content marketing workshop

As a company, choosing & planning effective content

requires you to know your user’s context.

Page 29: This is not a content marketing workshop
Page 30: This is not a content marketing workshop

But it’s not just about device

And devices will continue to

diversify – mobile is just the beginning

Page 31: This is not a content marketing workshop

We all make assumptions

Assumptions about reader context - however well researched - will never

be perfect.

Quit thinking you can just guess what subset of content a “mobile user” wants. You’re going to

guess wrong. !

- Karen McGrane

Page 32: This is not a content marketing workshop

So how do you start to get insight?

Page 33: This is not a content marketing workshop

R e m e m b e r t h e s e g u y s ?

Page 34: This is not a content marketing workshop

W h a t ’s a n a u d i e n c e w i t h o u t

a s t o r y ?

Page 35: This is not a content marketing workshop

G o o d s t o r i e s a r e h o w y o u g e t t h e m t o l i s t e n -

a n d k e e p l i s t e n i n g . ( A n d t h a t ’s h a r d ) .

“If your idea ends with “and then we drive traffic to it,” you’ve failed.” Whatconsumesme.com

Page 36: This is not a content marketing workshop

T h a t m e a n s y o u n e e d t o l i s t e n t o

t h e m , t o o

Page 37: This is not a content marketing workshop

I t ’s h a r d t o l i s t e n w h e n t h e r e ’s s o

m u c h n o i s e .

Page 38: This is not a content marketing workshop

I n s i g h t = d e c i d i n g what t o l i s t e n t o .

Page 39: This is not a content marketing workshop

• Set goals

• Learn from your content competitors - not just those in your market

• Adapt your content to the user, don’t expect them to come to you

• Illustrate your integrity with service that matches your content promise

• Be supportive - get to the point when you need to

Rules to guide that insight:

Page 40: This is not a content marketing workshop

A n d r e m e m b e r, y o u ’ r e n e v e r

c o m p l e t e l y i n c o n t r o l .

Page 41: This is not a content marketing workshop

All content is inert until it is useful to someone.

Page 42: This is not a content marketing workshop

Online, the content that works inspires engagement and imagination.

That makes it useful.

Page 43: This is not a content marketing workshop

HOWEVER.

Page 44: This is not a content marketing workshop

Understanding all of that also requires you to know

your authors’ context.

Page 45: This is not a content marketing workshop

W h i c h m e a n s u n d e r s t a n d i n g w h a t g o e s

o n b e h i n d t h e s c e n e s .

Page 46: This is not a content marketing workshop

W e o f t e n p r o d u c e c o n t e n t w i t h o u t t h i n k i n g a b o u t

t h e s e t h r e e t h i n g s : c o n t e x t

r e u s e & s c a l e

Page 47: This is not a content marketing workshop

This is why content strategy

is an end-to-end process

Page 48: This is not a content marketing workshop

We’re all publishers now

- which means our business model has to

change.

Page 49: This is not a content marketing workshop

If that’s true - who defines the content

strategy?

Page 50: This is not a content marketing workshop

Every business is different.

Brand Digital Marketing

Page 51: This is not a content marketing workshop

But it’s a key decision, because content

doesn’t stop.

Page 52: This is not a content marketing workshop

Audit Plan

Create

Measure

Adapt

Page 53: This is not a content marketing workshop

First, audit thy content

• The key first step - don’t try to skirt it

• It will debunk the deepest beliefs you have about your web content (or any content you produce)

• Watch out for things like inconsistent tone of voice, and poor content structure

Page 54: This is not a content marketing workshop

There are tools out there to help

Page 55: This is not a content marketing workshop

Then create a plan

• People will not just come and tell you what their plans are

• Everyone thinks their content is top priority

• If you don’t have a company-wide editorial calendar or plan, you can’t show them where they fit in the hierarchy of needs

Page 56: This is not a content marketing workshop

Plan inclusively•Get stakeholders to provide real goals and KPIs for their

requests !

•Give marketing and business teams clear deadlines !

•Set time aside for scoping and prioritising requests !

•Establish clear review and upgrade milestones !

•Factor in activities like asset gathering and regulatory review !

•Look at upcoming events and schedule in new content and distribution mechanisms to align

Page 57: This is not a content marketing workshop

Before you create, think beyond web

• Your story is not just happening on the web, or on mobile or tablet - where could your assets be going? How much could you be saving?

• This goes two ways as well - get data to inform content planning from in store publications, from call centres, from online forums

Page 58: This is not a content marketing workshop

And especially: think

beyond campaigns

Page 59: This is not a content marketing workshop

Measure and analyse

• Get to know Google Analytics - or whatever tool you use

• But remember, it’s not really about the numbers

• It’s the insights they reveal

• And above all, the changes you make as a result

Page 60: This is not a content marketing workshop

Test and adapt• Do this as lightly as you have to (A/B tests)

or as thoroughly as you can (constant MVTs)

• Use testing during design to define your users - and develop personas, if you like

• Try to set personas for each organisational area so you have something external to measure content against

Page 61: This is not a content marketing workshop

And l isten• Still using social media just for PR?

(Your audience can tell)

• Use it to talk directly people, to find out where & how they’re talking to each other

• Monitor the conversations you want to lead

Page 62: This is not a content marketing workshop

What this boils down to

• Figure out what you have

• Plan ahead

• Listen to the public

• Talk to your users

• Analyse their responses

• Write for them, not at them

Page 63: This is not a content marketing workshop

Let’s get planning.

Page 64: This is not a content marketing workshop

Three groups. Three tasks.

• Publishing a piece of web content

• Creating a company-wide editorial calendar

• Sourcing or commissioning new images