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Content Strategy: The Care and Feeding of Your Biggest Brand Asset

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CONTENT STRATEGY The Care and Feeding of Your Most Important Brand Asset Kristina Halvorson | CATFOA | 03.09.09
WHAT I DO • Run Brain Traffic • Speak at conferences • Write a lot
WHAT I DO • Educate people about the importance of planning for online content
Advertising is the official art of capitalist society. — Raymond Williams
YOUR PATRONS ARE DYING.
A brand is a promise. By identifying and authenticating a product or service it delivers a pledge of satisfaction and quality. — Walter Landor
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
Online, we don’t just see or read about your brand. We use it.
OFFLINE
ONLINE
USEFUL USABLE ENJOYABLE
Content strategy plans for useful, usable content.
•TEXT •GRAPHICS •VIDEO & ANIMATION •AUDIO
ENTER THE CONTENT STRATEGIST.
PLAN. CREATE. PUBLISH. GOVERN.
STRATEGY A plan for obtaining a specific goal or result.
NOT … “Our plan is to create a series of educational articles.”
BUT … What With what Why When How Where For whom How often By whom Finished when
WHY?
WEB CONTENT MUST WORK FOR YOU.
WEB CONTENT MUST WORK FOR ME.
HOW?
SKILLSET.ORG Business Analyst User Project Production Experience Manager Assistant Architect Account Designer Producer Manager New Information Web Analyst Business Developer Architect Developer Content Usability Programmer Strategist Specialist SEO Technical Specialist Assistant Server Web Editor Administrator Web Writer
SKILLSET.ORG Business Analyst User Project Production Experience Manager Assistant Architect Account Designer Producer Manager New Information Web Analyst Business Developer Architect Developer Usability Programmer Specialist SEO Technical Specialist Assistant Server Web Editor Administrator Web Writer
SKILLSET.ORG Business Analyst User Project Production Experience Manager Assistant Architect Account Designer Producer Manager New Information Web Analyst Business Developer Architect Developer Programmer Technical Assistant Server Administrator Web Writer
MISCONCEPTIONS • “We can figure it out later.” • “The copy shouldn’t be that big of a deal.” • “We already pretty much know what we want to say.” • “We already have most of the content.” • “I should be able to take care of this myself.”
THIS IS COPYWRITING.
THIS IS CONTENT. • Audit • Analyze • Strategize • Categorize • Structure • Create • Review • Approve • Publish • Update • Archive
YOU ARE A PUBLISHER.
THE WORLD OF MARKETING
THIS IS ALL (web) CONTENT.
TREAT YOUR CONTENT LIKE A CRITICAL BUSINESS ASSET.
Thanks. kristina@braintraffic.com E braintraffic.com/blog W @halvorson T
Resources • CONTENT STRATEGY • http://alistapart.com/issues/274 • http://tr.im/lovingercs • http://www.cmsreview.com/Stages/ • WRITING FOR THE WEB • http://tr.im/redish • ADVERTISING AND BRAND • http://thebrandbubble.com • http://tr.im/whatisadv • WEB ANALYTICS • http://webanalyticsdemystified.com/