the living web: how content strategy is revolutionizing online communication
Post on 17-Oct-2014
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DESCRIPTION
The slides from Kevan Gilbert's talk at IABC-BC on Nov. 21, 2012. http://www.cvent.com/events/the-living-web-how-content-strategy-is-revolutionizing-online-communication/event-summary-ebebdfb56a9546b881bc32cae5505174.aspx Every year, thousands of innocent blogs and websites die needless deaths due to careless strategic planning. Created in bursts of reckless corporate enthusiasm, these web projects soon fall victim to chronic Nobody Cares Syndrome. Abandoned and alone on the shoulder of the information superhighway, they are stark reminders to all that pass by: if you build it, they may or may not come at all. How we can inject life into our web communication and prevent our web projects from falling flat after launch? Enter: Content Strategy – a new way to plan, manage and create content that actual inspires people.TRANSCRIPT
THE LIVING WEB
@kevangilbert
In this room...
Inspired by Karen McGrane // http://www.slideshare.net/KMcGrane/adapting-ourselves-to-adaptive-content
WEBSITEPUBLIC
RELATIONS PRINT PIECES
DIRECTMAIL
EMAIL MARKETING
INTERNALCOMMOFFLINE ADS
SOCIAL MEDIA
PRESENT-ATIONS
CUSTOMEREXPERIENCE
Inspired by Karen McGrane // http://www.slideshare.net/KMcGrane/adapting-ourselves-to-adaptive-content
WEBSITEPUBLIC
RELATIONS PRINT PIECES
DIRECTMAIL
EMAIL MARKETING
INTERNALCOMMOFFLINE ADS
SOCIAL MEDIA
PRESENT-ATIONS
CUSTOMEREXPERIENCE
Inspired by Karen McGrane // http://www.slideshare.net/KMcGrane/adapting-ourselves-to-adaptive-content
CONTENT
WEBSITEPUBLIC
RELATIONS PRINT PIECES
DIRECTMAIL
EMAIL MARKETING
INTERNALCOMMOFFLINE ADS
SOCIAL MEDIA
PRESENT-ATIONS
CUSTOMEREXPERIENCE
LIVING SPACES
DEAD SPACES
WHAT YOU CAN OFFER
WHAT THEY NEED
What we need to make
Research Ideas Planning
RESEARCHPart 1
1. Talk to your customers
2. Use your data
Data is the new oil
3. Review your competition
4. Know yourself
Talk to your customers
Use yourdata
Knowyourself
Review the competition
IDEASPart 2
PLANNINGPart 3
“The practice of planning the content creation, delivery, and governance of a website.”
CONTENT STRATEGY
/ Kristina Halvorson
COMMONDOCS
Inventory & audit Site map
Page tables Editorial guidelines
DAY IN THE LIFE
D7’sOPENINGS
MYNEEDS
A good fit
WHAT YOU OFFER
USERNEEDS
The magical middle
“Our content is the substanceof brand engagement.” / Coca-Cola
BRANDSUSERS
Content
“Marketing needs a new metaphor: one that acknowledges our shared purpose.” / HBR
WHAT YOU OFFER
USERNEEDS
Shared purpose
SHAREDPURPOSE
CONTENTSTRATEGY
LIVINGSPACES RESPONSIVE SUCCESS
SHAREDPURPOSE
CONTENTSTRATEGY
(ANYTHINGYOU MAKE)
(A RELEVANTMEDIUM) SUCCESS
COMPLETE!
THE LIVING WEBInteresting, living spaces only happenwhen we put humans first.
@kevangilbert