bitb -- content as an asset
DESCRIPTION
Sara Wachter-Boettcher's presentation at agencyside's "Back in the Black" account team training.TRANSCRIPT
Content as an Asset
Sara Wachter-Boettcher, Off Madison Ave
Back in the Black: April 28 – 29, 2011
WHY CONTENT?
Content is everywhere.
Content can be powerful.
Content entertains and engages.
Content educates and informs.
Content makes us buy.
Creative Commons / Valeriana Solaris
Publishing is now the easy part.
Perhaps too easy.
What do we do with…
• Too much content?
• Messy content?
• Bad content?
Content is complicated.
MAKING CONTENT WORK
Content strategyhelps us make smart business decisions by planning for content that’s useful, usable, compelling and findable.
It creates a system for how content should be created, published, managed and maintained.
Content strategy defines the content lifecycle.
Content marketingcreates and publishes content to attract and engage with valuable, relevant information.
It drives action by building credibility and loyalty between businesses and their target audiences.
Content marketingcomes in many shapes.
The key is, “good content marketingmakes a person stop…read…think… behave…differently.”
- Joe Pulizzi
Content promotionincludes syndication and social sharing of content.
An extension of content marketing, promotion is how relevant content reaches and acquires audiences.
From FolksInPublic.com / via Chris Sietsema
It’s about finding the right vehicle.
CONTENT MEANS BUSINESS
It’s a content economy.
Customers trade their attention for your clients’ content – if that content informs, educates, inspires or entertains.
In this way, your clients can make their content an asset…or a liability.
It’s an agency opportunity.
We’ve always created content. •Ad campaigns•Brochures •Press releases•Media kits•Corporate reports
You have the tools to recognize and shape great content.
Your clients may not.
It’s your friend.
What’s in it for account managers? How about:
• Easier project management.Clear content plans prevent last-minute scrambling.
• Projects that ship on time.No more waiting for clients to “put their content together.”
• New uses for old skill sets.Traditional copywriting, editorial or communications people can learn this – and do it well.
• A new revenue source.Content takes expertise. Get paid for yours.
BUYING IN
It’s already happening.
Who hires content strategists? These guys:
What role will you play?
Content strategy is a process, not a widget. Be open to:
•Partnership between agency and client.Fewer grand presentations; more honest discussions.
•A consultative relationship.You don’t have to do it all – you’re often there to advise.
•Relying on internal experts.Clients know their business better than you. Use them.
Find your fit.
