Calgary Content Strategy: May 14, 2014 The Art of Persuasion: Making the Case for CS

Calgary Content Strategy: May 14, 2014 The Art of Persuasion: Making the Case for CS

Q. How do you get the key decision-maker(s), your manager and colleagues onside?

A. Hint: you don’t have to be Houdini.

Calgary Content Strategy: May 14, 2014 The Art of Persuasion: Making the Case for CS

But First, A Little About Me…

Completed my first Content Strategy in 1999 for Chapters Online (was also part of the management team that took the online business public. But I digress…)

Clients include: Excite Canada, Harlequin, Bank of Montreal, Medtronic, BBVA Compass, Pitney Bowes and ESPN.

I have led and mentored teams; evangelized about Content Strategy (CS) and actively been involved in all shapes and forms of CS implementation.

And, most importantly, I love to learn about all aspects of user experience and technology. It’s just cool.

Calgary Content Strategy: May 14, 2014 The Art of Persuasion: Making the Case for CS

Here’s what we’re going to tackle tonight:

Common content strategy problems (hint: it’s expensive, time consuming and resource intensive) All that means we have to be adept at communicating the value proposition of Content Strategy That translates into talking real-life ROI

Back to Business…

Calgary Content Strategy: May 14, 2014 The Art of Persuasion: Making the Case for CS

Content Strategy: As A Burger?!?

Calgary Content Strategy: May 14, 2014 The Art of Persuasion: Making the Case for CS

Your digital ecosystem is more than your homepage and a landing pages. And not recognizing that…results in either an overabundance of incorrectly targeted content or inefficient, poor quality content. The world, or your organization, is a publisher operating in silos and promoting multiple messages. And not recognizing that…dilutes your brand, delivers inconsistent messaging that disrupts the user experience.

Content Strategy: Common Problems

Calgary Content Strategy: May 14, 2014 The Art of Persuasion: Making the Case for CS

Your organization has adopted an ad hoc approach to content publishing or management. And not recognizing that…results in inefficient and frustrating internal processes and likely an increased “time-to-market” publishing cycle. You don’t have a seat at the big kid’s table. And without that…you don’t have a champion and will always struggle to have your voice heard.

Content Strategy: Common Problems (cont.)

Calgary Content Strategy: May 14, 2014 The Art of Persuasion: Making the Case for CS

To Solve The Problem: Add a Little of This…

And A Lot of That…

Calgary Content Strategy: May 14, 2014 The Art of Persuasion: Making the Case for CS

Content Strategy: Communicate the Value Proposition

Set the bar for achieving a prescribed content standard and ensures content is relevant and meaningful for each the target audience(s) Create a consistent “story” that successfully ties to specific business goals and user needs Ensure content stays on brand throughout every touch point in the customer life cycle

Calgary Content Strategy: May 14, 2014 The Art of Persuasion: Making the Case for CS

Content Strategy: Communicate the Value Proposition (cont.)

Supports measurable success metrics that ensure the ongoing success of content within the digital ecosystem (Potentially) allows for sustainable and repeatable task and updates as orchestrated through the design of systematic governance processes

Calgary Content Strategy: May 14, 2014 The Art of Persuasion: Making the Case for CS

Change perceptions Encourage the adoption of specific roles and tasks That will support our work today and help us plan for tomorrow

Content Strategy: Hold Hands & Sing Kumbaya

Calgary Content Strategy: May 14, 2014 The Art of Persuasion: Making the Case for CS

There is One More Thing…

Calgary Content Strategy: May 14, 2014 The Art of Persuasion: Making the Case for CS

Calgary Content Strategy: May 14, 2014 The Art of Persuasion: Making the Case for CS

Content Strategy: Hmm, Not That “R” Word…

Calgary Content Strategy: May 14, 2014 The Art of Persuasion: Making the Case for CS

Content Strategy: ROI (Return on Investment)

Measure and evaluate based on customer behaviours (task analysis) and the time spent with content (evaluation of effectiveness and relevance of content) Evaluate conversion rates—whether it’s pure ecommerce transaction, product sign-up, profile completion—before and after CS implementation Lower translation costs, improved publishing efficiencies = streamlined publishing process, reduction in overhead costs

Calgary Content Strategy: May 14, 2014 The Art of Persuasion: Making the Case for CS

Content Strategy: ROI (Return on Investment) Clearly articulated brand promise x all user touch points

Increase operational efficiencies (down with the silos!) Attract new customers; reduction in attrition of existing customers Assess the increased opportunity for additional up-sell and cross-sell opportunities

Calgary Content Strategy: May 14, 2014 The Art of Persuasion: Making the Case for CS

Questions? Comments? Proposals for World Domination?

Calgary Content Strategy: May 14, 2014 The Art of Persuasion: Making the Case for CS

Thanks for Joining Us!