content as an asset: agencyside back in the black workshop
DESCRIPTION
Why should agency account executives, managers, planners and the like care about content? Here's the business case for making content strategy a part of your agency's offerings.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 strategy helps 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.
Goals Business objectives? Content objectives? Success metrics?
Assets What do we have? Where is it now? Is it any good?
Audiences Who are we talking to? Why should they care?
What do they want?
Editorial Plan Messaging?
Voice, tone and style? Where/when to publish?
Creation What information?
What medium? Resources?
Governance Who approves?
Who updates/manages? Are we reaching goals?
Content strategy defines the content lifecycle.
Content marketing creates 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 marketing comes in many shapes.
The key is, “good content marketing makes a person stop…read…think… behave…differently.”
- Joe Pulizzi
Content promotion includes 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. • You might explore… If you’re good at…
• Editorial Strategy: Style Guidelines | Publishing Guidelines | Content Calendars | Governance Editorial Process
• Content Marke<ng: White Papers | Blogging | Email Content | Video & PodcasAng
CopywriAng/Content Development
• Website Content Strategy: Audit & Analysis | Content-‐Focused IA | Modeling | Metadata Strategy UX & Web Strategy
• Communica<ons Strategy: Audience IdenAficaAon | Key Message Development | Messaging Architecture PR & Brand Comms.
• Content Promo<on: Channel RecommendaAons | SyndicaAon Strategy | Content OpAmizaAon SEO or Social Media
