Presentation by Melissa Rach, formerly Brain Traffic, now Dialog Studios. Marketing teams are often tasked with managing an ever-increasing amount of content -- especially online. Content strategy can help. This presentation discusses what content strategy is, why it is suddenly so necessary, and a few simple tips for managing online content.

1. how to keep your online content inline 10 content strategy tips for marketers 8.21.2009 | 1

2. Melissa Rach Director of Content Strategy, Brain Traffic Journalist, marketer, information architect, writer, etc. INTRODUCTIONS

3. Introductions Vocabulary History Let’s be friends 10 tips for good online content TODAY’S AGENDA

4. VOCABULARY (ACCORDING TO… ME) Content

5. Text Data, metadata Images, info graphics Audio, video Widgets, games Etc. WHAT IS CONTENT?

6. Anything that: Informs/Persuades Instructs Entertains Anywhere (+ Metadata) WHAT IS CONTENT?

7. SEXY

8. VOCABULARY (ACCORDING TO… ME) Content Strategy

9. A plan for obtaining a specific goal or result. WHAT IS A STRATEGY?

10. Provide clarity Make informed recommendations Facilitate smart decision making Document the action plan Implement the plan WHAT IS STRATEGY (v.)? Align Communicate Align Communicate Align and Communicate

11. VOCABULARY (ACCORDING TO… ME) Content Strategy Content Strategy

12. The practice for thecreation, delivery, and governance of content. WHAT IS CONTENT STRATEGY?

13. Create content that is: Useful Usable Purposeful Profitable WHAT IS CONTENT STRATEGY? User benefits Business benefits

14. Four key components: Messaging Structure Workflow Governance WHAT IS CONTENT STRATEGY? Content People

15. HISTORY (WHY CONTENT MAKES YOU CRAZY) The rules have changed

16. 1955

17. Big idea: Source + Message + Channel + Receiver Therefore: Awareness > Knowledge > Desire > Action!!!! COMMUNICATION THEORY (Pre-1950s)

18. 1956: INFORMATION AGE

19. Big idea: Festinger’s Theory of Cognitive Dissonance COMMUNICATION THEORY (1950s)

20. Therefore: Before you start… Do research to define audience/channel Tailor message to audience/channel Then… Awareness > Knowledge > Desire > Action!!!! COMMUNICATION THEORY (1950-1990s) 11.17.09 | 20

21. 11.17.09 | 21

22. 1990: INFORMATION SUPERHIGHWAY

23. What we know: Source: Everybody Message: Influencers Channel: Hundreds Receiver: Everybody COMMUNICATION THEORY: TODAY

24. What we still expect to work: Awareness > Knowledge > Desire > Action!!!! COMMUNICATION THEORY: TODAY

25. What does work: Offer good stuff Be consistent across channels Be trustworthy and accurate Be proactive Participate COMMUNICATION THEORY: TODAY

26. HISTORY (WHY CONTENT MAKES YOU CRAZY) The rules have changed Everything is connected

29. HISTORY (WHY CONTENT MAKES YOU CRAZY) The rules have changed Everything is connected It’s hard to estimate content value

30. “ Because there isn’t a $1, $5, or $10 denomination stamped on the front of Web content, it’s often difficult to know exactly how valuable content is to your company. Bryan Eisenberg Future Now

32. Transparency

34. HISTORY (WHY CONTENT MAKES YOU CRAZY) The rules have changed Everything is connected It’s hard to estimate content value Content has no clear corporate home

35. EVERYBODY IS INVOLVED

38. LET’S BE FRIENDS (Content Strategy + Marketing = Goodness)

39. CONTENT STRATEGY VS. MARKETING

40. WE OVERLAP WITH EVERYBODY

42. Reactive Proactive

43. WHAT YOU CAN DO (FINALLY, THE RECOMMENDATIONS)

44. 8.21.2009 | 43

45. WHAT YOU CAN DO Take content oversight seriously

46. Manage content creation initiatives Represent content throughout launch process Serve as ongoing editor-in-chief after launch DESIGNATE A CONTENT ADVOCATE

47. Somebody who actually has time to focus on the complexities of content Somebody department neutral Yeah, somebody other than you DESIGNATE A CONTENT ADVOCATE

48. DESIGNATE A CONTENT ADVOCATE

50. Approver

51. Publisher

52. Maintainer

54. WHAT YOU CAN DO Take content oversight seriously Embrace your inner geek

55. DO NOT FEAR TECHNOLOGY. YOU’RE BETTER AT IT THAN YOU THINK.

56. Information architecture User interface design Content management systems Etc. YOU ALREADY KNOW A LOT ABOUT: 10.06.2009 | 52

57. Save time and money Make content better quality Avoid costly, embarrassing mistakes BASELINE KNOWLEDGE IS MANDATORY 10.06.2009 | 53

60. FRIEND A REAL GEEK

61. Safe person to ask questions Advocate in the geek departments Trend watcher Analytics watcher Star Wars expert YOUR GEEK MENTOR IS YOUR: 10.06.2009 | 57

62. WHAT YOU CAN DO Take content oversight seriously Embrace your inner geek Start small, stay focused

63. YOU DON’T HAVE TO DO IT ALL. IN FACT, YOU PROBABLY SHOULDN’T.

64. Start with the core and work your way out. IDENTIFY A UNIFYING THEME

65. THEME/MESSAGING

66. We need a Facebook page… We want an online community… The CEO wants a blog… We want this product launch to be huge… We need to get on that Tweeeter thing… Let’s just run a test… HOW ONLINE CONTENT GETS CREATED

67. Does the proposed content: Meet a business need? How? Fit the channel? Fit within the overall purpose of this site? Which message does it help me accomplish? PURPOSE CHECK

68. Is the proposed content: Maintainable with our current staff? A priority in the budget? Useful for our users? REALITY CHECK

69. THERE IS NO SHAME IN SMALL “ Small websites are easier to manage than big ones. Since this is obvious, why don't more sites choose to be smaller? David Hobbs WelchmanPierpoint

72. Bite off what you can chew Identify a few key priorities Master those first Make everything you do valuable QUALITY. NOT QUANTITY.

73. WHAT YOU CAN DO Take content oversight seriously Embrace your inner geek Start small, stay focused Know what you have

75. What you have What medium it’s in How it links together Target audience(s) Current vs. planned Frequency (where relevant) TAKE INVENTORY 10.06.2009 | 71

76. CORPORATE CONTENT MAP 10.06.2009 | 72

77. List of pages ID/Hierarchy URL Notes Details per interest Site Inventory/Quantitative Site Audit SITE AUDIT 10.06.2009 | 73

78. WHAT YOU CAN DO Take content oversight seriously Embrace your inner geek Start small, stay focused Know what you have Prepare for impact

79. 10.06.2009 | 75

80. User needs/wants Competitors Government regulations Environmental issues Economic climate EXTERNAL FACTORS 10.06.2009 | 76

81. Existing communications ecosystem/branding Technology/infrastructure Analytics/Metrics Resources Political considerations Contracts/requirements INTERNAL FACTORS 10.06.2009 | 77

82. Document and discuss impacts Document and discuss project goals, success factors, and risks Communicate to the team, get alignment ALIGNMENT 10.06.2009 | 78

83. WHAT YOU CAN DO Use the right writing

84. The Inverted Pyramid IT’S NOT THIS EASY ANYMORE…

85. Channel White paper: Pyramid Twitter: One brick Type Inform/Persuade: Pyramid Instruct/Error: In order of action Entertain: Break the rules BEFORE YOU WRITE, IDENTIFY:

87. Read only

88. Respond

91. IMPACT OF 11th-HOUR CONTENT Rework Delayed timelines Budget drains Bad content Bad usability Frustrated stakeholders Stressed employees Unhappy users Unsuccessful project

92. CONTENT IS COMPLICATED Strategize Analyze Source Categorize Structure Create Stakeholder Review Edit Legal Review Edit Approve Publish Test

94. 5 hours

95. WHAT YOU CAN DO Use the right writing Triple your content timeline Don’t forget about maintenance

96. I need constant attention!

98. Blogs News feeds and newsletters “Product of the month” Communities Twitter TIME SUCK TECHNOLOGIES

99. I’ve been ignored since 1999!

102. Editorial calendar Rolling audit Governance committee meetings Style guide Measurement plan MAINTENANCE TOOLS

103. WHAT YOU CAN DO Use the right writing Triple your content timeline Don’t forget about maintenance Be aware, be prepared

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105. Plan for content emergencies Decide what constitutes an emergency Design expedited workflow/approval plans Know your experts Monitor surroundings and social media Act fast GOVERNANCE: CONTIGENCY PLAN 10.06.2009 | 99

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107. WHAT YOU CAN DO Use the right writing Triple your content timeline Don’t forget about maintenance Be aware, be prepared Measure, measure, measure

108. YES, AND…

109. Content should increase sales… Content should improve satisfaction… Content should create awareness… Content should connect us to our users… Content does none of these things… alone. TYPICAL SUCCESS METRICS

110. Identify what you will measure Isolate content Put numbers to it Identify how you will measure Measure first Keep measuring… it’s ongoing MEASURE FIRST… AND ALWAYS 10.06.2009 | 104

111. SUMMARY

112. WHAT YOU CAN DO Take content oversight seriously Embrace your inner geek Start small, stay focused Know what you have Prepare for impact

113. WHAT YOU CAN DO Use the right writing Triple your content timeline Don’t forget about maintenance Measure, measure, measure Be aware, be prepared

114. Questions? melissa.rach@braintraffic.com @melissarach THANKS! 10.06.2009 | 108