Is this what people look like when you explain content strategy?What is content strategy?
Sometimes we’re misaligned.
What is content strategy?
Stop.
What if we just show content strategy?
What’s included in content strategy?What’s part of content strategy?
Stop.
What’s included in content strategy?
Instead, what if we just show what’s involved?
What if we just show what’s involved?
As an industry,
we spend a lot of time talking to ourselves.
We wanted
a way to talk to the people
who buy content strategy.
We asked ourselves, “How can we start conversations with the right people?”
We needed to cut through the clutter and confusion that we create in our industry.
We started with what worked in the past
We thought about where we wanted to go
And what our experience taught us.
We found that we needed 2 things:
A new
model
A compelling
story
A new model had to:• Show different parts of CS• Emphasize holistic CS• Point to the impact of CS• Avoid our industry jargon• Have a clear framework• Be applicable in different
situations.
Background and context“Front stage” & “Back stage” were the most clear and industry agnostic
Content strategy
Content strategy
Content strategy
Content strategy
Content strategy
Content strategy
Content strategy
Content strategy
Content strategy
Content strategy
Content strategy
The new model:• Shows different parts of CS• Emphasizes holistic CS• Points to the impact of CS• Avoids our industry jargon• Has a clear framework• Is applicable in different
situations.
Then came the story
Why?
We need stories in order to build messages that are both “accurate and human”.
~BARRIE SEPPINGS
Why? A story sells the tickets.
• To clients• To managers• To executive• To colleagues.
The story had to:• Show relevant value• Have a villain and a hero• Cast us in a supporting
role• Clarify and simplify CS• Support the new model.
Different audiences have different interests and values. Customize your story.
Our story focuses on how CS brings value to businesses through: