a new model for content strategy [confab central 2016 session slides]
Post on 21-Apr-2017
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Content Strategy: A new approach
Kathy Wagner and Melissa BrekerContent Strategy Inc.
ContentStrategyInc.com #CSIFramework #ConfabMN @Team_CS_Inc
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.
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.
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.
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.
Our story focuses on how CS brings value to businesses through:
• Improved customer experiences• Improved quality of service• Reduced operational costs
• Increased quality leads• Support for business growth• Big impact on small budgets
Our villains started out business generic• Not enough customers• Not enough resources• Increasing online requirements• Noisy complex environment
Our story:• Shows relevant value• Has a villain and a hero• Casts us in a supporting role• Clarifies and simplifies CS• Supports the new model.
Our story:• Shows relevant value• Has a villain and a hero• Casts us in a supporting role• Clarifies and simplifies CS• Supports the new model.
Let’s stay in touch!Kathy Wagner and Melissa BrekerContentStrategyInc.com
@Kathy_CS_Inc@MelissaBrekercontentstrategyinc.com/new-approach
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