Download - Content Strategists (CS Forum, London, UK)
Content strategists:the men and women of a new renaissance
Eric Reiss@elreiss
CS ForumSeptember 5, 2011
London, England
“We have 39 speakers lined up forthe Content Strategy Forum 2011,who will shock and amaze.”
The strategy part is easy…
Define, acquire, publish, and link:
• the most useful content,• in the most usable form,• in the best possible quality• and ensure it stays fresh
The rest is tactics!
Are we making thingseasy for our clients?
http://www.29stories.com/blog/post/the-world-of-a-content-strategist/Greg Ness
http://knol.google.com/k/content-strategy#Rahel Bailie
There is no doubt that thediscipline of content strategy exists…
…but is there such a thingas a “content strategist”?
Lessons learned from IA and IxDAccept that there are other disciplines that also do what you doUse your energy doing the work,not defending your turfWhen you’re the smartest kid in the room,it pays not to let the others knowBeware of “title creep”
(neither IA nor IxD have learned these lessons yet)
Senior consultantBusiness analystContent strategistInformation architectSEO expertVisual designerSocial-media guruDigital ninjaGeneration Y sociologistContent expert
(the PM took the picture)
£
tin iron foam
i n f o r m a t i o n
So much for the snark.
Now, it’s time to get down to business.
Three key take-awaysCreate shared references(this is the essence of much content strategy)Build strong contextual relationships(this is the key to valuable info architecture)Practice basic cognitive techniques(this is the secret to effective interactions)
Soho (NYC)
Soho (Lon)
“suspenders”
And what are you looking for in a shoe?
Scary fact #1
Longer text outperformsshort text by 40.5%
• Short-copy ROI = -14%• Long-copy ROI = +21%
Source: Marketingexperiments.com
Words
What’s in our shared-reference toolkit?
Words“Words”
http://www.cdnow.com
Words of wisdom #1
Content is king.
But context is the kingdom.
And what comes next…Big MacLarge shakeFries
The Kuleshov Effect
Words of wisdom #1 (again)
Content is king.
But context is the kingdom.
And finally, a few words about cognition…
Cognitive challenges
• Control images and colors• Limit choices (or expand them)• Provide social validation• Invoke scarcity• Play on fear of loss
+
vs. vs.
Three different scenariosBuy camera and case at same time
Expectation that some high-end cases would be soldCase bought separately – two choices
Expectation that mostly low-end case would be soldCase bought separately – three choices
Expectation that mostly mid-range case would be sold
Inspired by Dr. Susan Weinschenk
Scarcity
Social validation
Fear of loss
So, three things to remember…CS is not new. Don’t overthink it.Build share referencesRespect the value of context
My 20 minutes are up.
Thanks for listening.
Eric Reiss can (usually) be found at:The FatDUX Group ApSStrandøre 152100 CopenhagenDenmark
Office: (+45) 39 29 67 77Mobil: (+45) 20 12 88 44Twitter: @[email protected]
