people focused content - cma building content strategy seminar
DESCRIPTION
BUILDING CONTENT STRATEGY SEMINAR The tips, tools and advice you need to build a content strategy Whether you’re looking to get into content marketing, are responsible for your company’s websites and social platforms, or want to use information and advice to better connect with consumers, you need content strategy to be successful. But what is content strategy and how do you build a successful one? In this workshop, you will learn about the exciting new discipline of content strategy and a step-by-step method to build one — all with a focus of putting people -- those that will be consuming, commenting, and sharing your content -- first. Beginner to more advanced content professionals will learn how to develop a well thought out strategy that satisfies business objectives. Plus, you’ll get a behind-the-scenes look at how one of Canada’s leading content agencies crafts award-winning strategies for some of Canada’s biggest brands. In this full-day session participants will explore key concepts of the discipline of content strategy and will apply these ideas to a business case. You Will Learn · Define the objectives that will drive your content strategy · Get to know your audience and their content needs · Find out what kind of content you have, if it’s reusable, and what gaps exist · Communicate your strategy and get stakeholder buy-in · Plan for great content · Maintain and measure efforts Key Take-Aways · Real-world content strategy examples · A toolkit of templates to use when crafting a content strategy back at your own organization · An opportunity to get answers to your tough content problems WHO SHOULD ATTEND · Writers, editors and social media managers · User experience and web professionals · Marketing managers and those crafting content for their organizations · Agencies looking for a primer on content strategyTRANSCRIPT
Making the case for content How to build a strategy & make your content work
Blind faith in technology.
SVP @bstat Baron Manett SVP, Strategy @bstat
Mark Michaud SVP, Strategy @michaudmark
Howdy, nice to see you
2000 – 2012
Blind faith in technology.
What’s the point of marketing?
Somehow we thought he had all the answers…
We started to listen these folks
And then this happened…
…and this…
… and then this.
Now this.
2000 – 2012
Blind faith in technology.
What’s the point of marketing?
So…
What’s the one constant?
2000 – 2012
Blind faith in technology.
People & the relationships they have with one another
2000 – 2012
Blind faith in technology.
Empathy & Communication
Makings of a good relationship
2000 – 2012
Blind faith in technology.
Conversation
EMPATHETIC LISTENING
MUTUAL BENEFIT THOUGHTFUL
RECIPROCAL
2000 – 2012
Blind faith in technology.
Where does content fit in?
It’s the stuff you talk about.
2000 – 2012
Blind faith in technology.
Content ≠ copy
2000 – 2012
Content ≠ format
2000 – 2012
Content ≠ messaging
2000 – 2012
Content: The essence and substance of your brand.
2000 – 2012
Blind faith in technology.
Think of it like this…
2000 – 2012
This is Brad…
…he wants a new car.
Here 2000 – 2012
Here
?
Brad’s Journey
RESEARCH
VALIDATES
TESTSCONFIRMS
BUYS
RESEARCH
VALIDATES
TESTSCONFIRMS
BUYS
2000 – 2012
Brad has questions…
?
?
?
? ? ? ?
?
…we have answers.
CONTENT This is
2000 – 2012
Q+A If = CONTENT
2000 – 2012
What is content strategy?
2000 – 2012
Wells Fargo
2000 – 2012
IKEA
2000 – 2012
KNORR
content strategy > What should we say? > How do we organize it? > How should we sound? > How do we create it? > How will we maintain it?
> Why are we doing this? > What are the right channels? > Who are we talking to? > How will we measure it? > Why are we saying it?
2000 – 2012
Content Strategy: Content strategy plans for the creation, publication, and governance of useful, usable content.
– Kristina Halvorson
THE PROCESS?
THE PROCESS?
But there are tools & approaches…
2000 – 2012 Blind faith in technology.
People-focused content strategy
Here’s ours…
Let’s roll up our sleeves:
1. Challenge our thinking about content.
2. Prove that content is an asset worth investing in.
3. Explain how to think about content strategically.
4. Enable an approach to content strategy.
Define 1
Strategize
2
Plan 3
• Business objectives • Audience insights • Content review
• Overlap in goals • Strategy statement • Identify formats • Align existing content • Identify gaps
• Matrix • Requirements • Tone and voice • Editorial calendar
Define Gathering everything we need for the strategy.
Why? What are the objectives underpinning your strategy?
You probably have to deal with this
Tools that can help
Market analysis reports
Competitive Reviews
Is this a good objective?
Get more visitors to our website.
Get more visitors to our website.
Increase the number of sale- qualified leads.
Identifying True Objectives
• Be the “go-to” place that first-time homebuyers use to learn about mortgages. • Demonstrate our ability to help first-time homebuyers make confident home buying decisions earning the right to get their mortgage business.
• Increase our share of mortgages among first-time homebuyers. • Increase the number of qualified leads originating from the web sites by 20%
BUSINESS MARKETING • We are your best source of mortgage information, tools, advice and products.
• Show first-time homebuyers how to make good real estate and financing decisions for their own situation.
COMMUNICATION
ü
The makings of a good objective:
Measurable: Can be measured with a certain degree of accuracy.
ü Focused: Places emphasis on a single goal.
ü Business impact: The objective is moving the business forward in a meaningful way.
Your turn:
Let’s complete exercises one, two and three.
Here’s how: 1. Craft your business story 2. Map out your stakeholders 3. Identify your business objectives
Who? What audiences are we trying to connect with?
Everyone!
Audience research
Personas
Customer journeys
Tools that can help
The Brief
Unpacking the brief
The Insights
?
Gender: Men and Women (note that single women are more likely to be first-time homebuyers than single men) Age: 25-32 and 35-42 (Gen Z and Millennials/Gen Y) Education: Skews “some post-secondary education” Influencers: 98% use a real estate agent; 65% get pre-approval in a bank branch; 35% get parental help with a down payment
The Brief
Unpacking the brief
Gender: Men and Women (note that single women are more likely to be first-time homebuyers than single men) Age: 25-32 and 35-42 (Gen Z and Millennials/Gen Y) Education: Skews “some post-secondary education” Influencers: 98% use a real estate agent; 65% get pre-approval in a bank branch; 35% get parental help with a down payment. Process: On average, first-time homebuyers view 25+ houses before purchase.
The Insights Doing their homework online, but interacting in many channels. Gen Y and Gen Z are technology savvy and high education makes them technology optimists but home buying in not an online process.
Process is complex. With multiple viewings, many influencers and professionals involved and a dynamic markets, the process can be overwhelming, stressful and complicated.
Unpacking the brief
The Insights The Goals > Learn about home buying. > Learn about mortgages. > Assess options to have confidence in final decision.
Getting to know our audiences:
Data Demographics Hypotheses Assumptions
Insights Behaviours Motivations Goals
Empathy Maps
Your turn:
Let’s complete exercise four.
Here’s how: 1. Identify your audience and their needs.
What? What content do we currently have?
“I want a blog!”
Content Inventory
Scorecard
Tools that can help
Audits Done Right
Establish criteria
q Name q Location q Format q Creation date q Brand q Focus q Notes
What you’ll inventory Look for sources Where you’ll look
> Websites > Collateral > Call Centre Scripts > Archives > Social Media > Design files > Warehouses
Define 1
Strategize
2
Plan 3
• Business objectives • Audience insights • Content review
• Overlap in goals • Strategy statement • Identify formats • Align existing content • Identify gaps
• Matrix • Requirements • Tone and voice • Editorial calendar
STRATEGIZE Pulling it all together
The tools:
Content Strategy Deliverables
2000 – 2012
They want to…
Mapping objectives
We want to…
> Learn about home buying. > Learn about mortgages. > Assess options to have confidence in final decision.
• Increase the number of qualified leads originating from the web sites by 20% • Show first-time homebuyers how to make good real estate and financing decisions for their own situation. • Demonstrate our ability to help first-time homebuyers make confident home buying decisions earning the right to get their mortgage business.
2000 – 2012
Finding Overlap
Where the strategy lies
Audience Goals
Business Objectives
Our brand will engage with first time homebuyers by providing them with a comprehensive source of information
and advice on all aspects of home buying – integrating real estate information with financing education.
To ensure they can access this resource when they need it, we will provide it on the web and through a mobile/tablet app.
They will be able to customize it and store info on their specific situation so it acts as an essential tool to facilitate the purchase process.
Spell it out
Our brand will engage with first time homebuyers by providing them with a comprehensive source of information
and advice on all aspects of home buying – integrating real estate information with financing education.
To ensure they can access this resource when they need it, we will provide it on the web and through a mobile/tablet app.
They will be able to customize it and store info on their specific situation so it acts as an essential tool to facilitate the purchase process.
Strategy Statement
Finding Brand Themes
OUR BRAND
Truly helpful advice Enabling client success
On our clients’ terms Holistic view of needs
Your turn:
Let’s complete exercises five, six and seven.
Here’s how: 1. Find overlap between your goals and those of your
audience. 2. Identify your brand themes. 3. Craft your strategy statement.
Define 1
Strategize
2
Plan 3
• Business objectives • Audience insights • Content review
• Overlap in goals • Strategy statement • Identify formats • Align existing content • Identify gaps
• Matrix • Requirements • Tone and voice • Editorial calendar
PLAN Mapping out how to get it done
Identifying content types
Audience Goal Topics Format
Learn about home buying.
Learn about mortgage options.
• What to look for when buying. • Which neighbourhoods are good.. • How much house is too much. • What are closing costs?
> Video > Reports > Tips
> Step-by-step instructions > Articles > Calculators
• Types of mortgages. • Available options like
prepayments. • How to decide what’s right for
me? • Process: How do I get one?
Find Gaps
Reuse
?
?
What does our content audit say?
Audience Goal Topics Format
Learn about home buying.
Learn about mortgage options.
• What to look for when buying. • Which neighbourhoods are good.. • How much house is too much. • What are closing costs?
> Video > Reports > Tips
> Step-by-step instructions > Articles > Calculators
• Types of mortgages. • Available options like
prepayments. • How to decide what’s right for
me? • Process: How do I get one?
Your turn:
Let’s complete exercise eight.
Here’s how: 1. Identify the content you’ll need and list out if you
know where it exists.
The tools:
Tone and voice guidelines
Content requirements
Editorial calendar
Setting up a matrix
All the content we need to produce, edit or migrate.
Content Requirements
Where is the source content? What are the copy points? Where are the wireframes? Who creates it? When is it due?
The Purpose:
Governance
How do we do to maintain content?
Your turn:
Let’s complete exercise nine.
Here’s how: 1. Try your hand at completing content requirements.
And… breathe ;)
ü Content is powerful: It’s the substance of the conversations you have with customers. ü Content is for people: Put your audience at the heart of your strategy and it will excel.
ü Content is hard work: But it’s worth it.
Here’s what we learned: