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Content Myths Debunked: Ten Ways of Thinking That Are Holding Back Your Strategy

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Converge's Director of Content Strategy Brittney Dunkins recently attended and presented at Confab Central in Minneapolis. Her session, Content Myths Debunked: Ten Ways of Thinking That Are Holding Back Your Strategy, explored 10 common myths that occur when defining and implementing content strategy within organizations.

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Content Myths Debunked: Ten Ways of Thinking That Are Holding Back Your Strategy

  1. 1. CONTENT MYTHS DEBUNKED Ten Ways of Thinking That Are Holding Back Your Strategy Brittney Dunkins, Director of Content Strategy
  2. 2. #CONVERGECONFAB
  3. 3. The Premise As Content Strategists WE ARE ALL PUBLISHERS. PLAN PUBLISH PRODUCE PROMOTE PRIORITIZE
  4. 4. PUBLISHING: The business or profession of the commercial production and issuance of literature, information, musical scores or sometimes recordings, or art. - Merriam-Webster’s Dictionary
  5. 5. Every time an “end of journalism” think piece is published, a content strategist gets her wings. 2012: The BEGINNING.
  6. 6. What I Thought My Job Was. What My Job Actually Was. CONTENT STRATEGY
  7. 7. Big Data is not a strategy. It is just a lot of data. Automation is not a strategy. It is a process done by machine. Hyper-personalization is not a strategy. It can be creepy. Content is not a strategy. It is everything. Social media is not a strategy. It is all media. Innovation is not a strategy. It is a fancy word for new ideas. Bots is not a strategy. It is a software that runs automated tasks. Alberto Brea, Executive Director, Engagement Planning OgilvyOne Worldwide A strategy is not about big words. It is all about choices.
  8. 8. CONTENT STRATEGY is the management of story. CONTENT is the shape of story.
  9. 9. THE “WOW FACTOR” WILL GET YOU BUY IN. Myth No. 1
  10. 10. Combat the MYTH. Try the Pink Bow. Get Influencer Buy-In First. Define ROI Before Pitching Decision-makers.
  11. 11. WE ALL AGREE ON WHAT THE PROBLEM IS. Myth No. 2
  12. 12. Use a Narrative to Explain the Conflict. Establish Discontent with the Status Quo. Combat the MYTH.
  13. 13. I DON’T NEED TO ENGAGE ALL STAKEHOLDERS. Myth No. 3
  14. 14. Give Stakeholders Specific Roles and Boundaries. Engage Difficult Stakeholders Early and Often. Combat the MYTH.
  15. 15. INNOVATE OR DIE. Myth No. 4
  16. 16. Figure Out if Your Audience is There. Test it on a Small Scale Find and Sustain the Best-Fit Content for Your Organization. Combat the MYTH.
  17. 17. I HAVE TO SACRIFICE TIMELINESS OR STRATEGY TO SUSTAIN MY CONTENT. Myth No. 5
  18. 18. Consider a Follow Up “Strategic Piece” if You Miss Something. Make a Plan For How You Will Execute In-the-Moment Content. Combat the MYTH.
  19. 19. WE KNOW OUR AUDIENCE BEST. Myth No. 6
  20. 20. Let Them Tell the Story. Take Their Pulse Regularly. Combat the MYTH.
  21. 21. INCREASING OUR OUTPUT IS MORE IMPORTANT THAN QUALITY AND SUSTAINABILITY. Myth No. 7
  22. 22. Hire Quality Content Creators. Launch New Content Properties At Appropriate Times. Combat the MYTH.
  23. 23. WE NEED TO DO WHAT OUR COMPETITORS ARE DOING. Myth No. 8
  24. 24. Follow Your Audience Not Your Competitors. Choose What Messages You Can Own. Combat the MYTH.
  25. 25. MY IDEA IS BETTER THAN OUR IDEA. Myth No. 9
  26. 26. The Jelly Bean Test. Try the “Parking Lot”. Combat the MYTH.
  27. 27. CONTENT AND BRAND ARE SEPARATE. Myth No. 10
  28. 28. Recognize That Messaging and Thematic Content Are Intertwined. Translate Branding Across Your Content. Combat the MYTH.
  29. 29. WHERE DO THESE MYTHS START?
  30. 30. My Ideas Don’t Hold Up Our Competitors Will Outpace Us My Audience Will Stop Listening We Aren’t Creative I Won’t Be Supported My Ideas Will Be Taken From Me I AM AFRAID
  31. 31. 1. Data Check Your Audience My Top Three STRATEGIES. Create a user journey profile. Try diverse ways of gathering information on your audience.
  32. 32. Just Curious Jared Greater Philadelphia Area 18-26 BANNER ADS - 1 SOCIALMEDIA ADS -1 BLOG POST A + 3 BLOG POST B + 3 WEBSITE VISIT + 8 WEBINAR + 10 TWITTER FOLLOW +4 FACEBOOK PAGE LIKE + 4 SOCIALSHARE POST A + 6 RFI Form + 12 NO AWARENESS FIND CONTENT FROM SEARCH + 8 NO ENGAGEMENT CONVERSION
  33. 33. 2. Story Mining My Top Three STRATEGIES. Experiment with classic story models.
  34. 34. TRANSFORMATION A ZERO-WASTE CAMPUS MILESTONE ATHLETICS DIVERSITY & INCLUSION CORE NARRATIVE STRATEGIC INITATIVES SUPPORTING STORIES SUSTAINABILITY A COMMUNITYGARDEN PROJECT THAT IS SUPPLYING FOOD TO LOCAL FOOD BANKS A RESEARCH STUDY THAT COMBATS HOW WE THINK ABOUT RAW FOOD
  35. 35. TRANSFORMATION A TEAM OVERCOMING A LOSING STREAK THANKS TO DEEPER COLLABORATION ATHLETICS DIVERSITY & INCLUSION CORE NARRATIVE STRATEGIC INITATIVES SUSTAINABILITY A UNIVERSITY’S PATH TO TITLE IX AND THE ATHLETES THAT BROKE BARRIERS THE CHANGES TO A STADIUM FROM THE PERSPECTIVE OF DIFFERENT ATHLETES WHO USED THE FACILITY
  36. 36. 3. State Of The Union Keep clean data. Poll stakeholders. Revisit and revise. My Top Three STRATEGIES.
  37. 37. The Key Is To Be Honest. Be Honest & Don’t Play Yourself. -DJ Khaled
  38. 38. THANK YOU.
  39. 39. @convergeorg convergeconsulting.org #convergeconfab Follow @brittneydunkins

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