A short presentation about the value of Content Strategy: why it needs to be considered from the start of any site build or campaign, and not chucked in as an afterthough. Explores topline themes from planning to execution. Supported a talk I gave at Drupal Show and Tell, London.

1. Content Strategy:
Why the
big deal?
Lizzie Hodgson // Digital & Content Strategist
@lizziehodgson01
lizzieh@deeson.co.uk
Tuesday, 29 October 13

2. So. What is content
strategy?
Anyone? Anyone? Bueller?
Tuesday, 29 October 13

3. Well. Just in case....
Content strategy refers to the planning,
development, and management of
*content—written or in other media...
*Oh. And you give it away. For free.
Tuesday, 29 October 13

4. and that means you need to know
WHAT. WHY. HOW. WHEN.
FOR WHOM &
WITH WHAT.
Tuesday, 29 October 13

5. “Right. So I can’t just
whack a blog out and
hope for the best?”
Tuesday, 29 October 13

6. Nope. This takes effort. And it
should be planned.
Content is not an afterthought
And fundamentally, it needs to align to
your business needs.
Tuesday, 29 October 13

7. That means if you’re about to build
a site, create a campaign,
start something...
...you have to get the content strategy
right from the start.
Tuesday, 29 October 13

8. In other words, a content strategy must be
part of your
discovery stage
Tuesday, 29 October 13

9. A content strategy
Defines how you use content to meet
your needs. And business goals
Tuesday, 29 October 13

10. A content strategy
Provides a plan - from inspiration to deletion
Tuesday, 29 October 13

11. A content strategy
Establishes benchmarks
Tuesday, 29 October 13

12. A content strategy
Fits into your wider comms
& marketing aims...
...Which fit into your overall
business strategy
Tuesday, 29 October 13

13. It means making
*Opportunities to create
meaningful, valuable content.
*Meet-ups. Conferences.
Seminars. Guest bloggers.
Tuesday, 29 October 13

14. It also means...
Making your *content do more.
* Static site copy. Blogs. Tweets. White papers.
Webinars. Videos. Images. Audio.
Tuesday, 29 October 13

15. Why?
Because content is storytelling
And stories are compelling
And compelling stories highlight your expertise
And expertise is valuable
And value creates engagement
And engagement attracts an audience
And audiences build your business
Tuesday, 29 October 13

16. Repeat.
How?
Identify your niche
What are you expert at?
Identify your goals
What are your business needs?
Identify your audience
Who is this content targeted at?
Identify the content you will produce
Blogs? Audio? Static site content? FAQs? Social?
Create a spreadsheet
Date v ‘events/need’ v content v where v who’s doing it
Establish / review benchmarks
Then do it. No excuses.
Tuesday, 29 October 13

17. So. Content
Strategy:
Compelling. Valuable. Your business
Tuesday, 29 October 13

18. Thank you
Lizzie Hodgson // Digital & Content Strategist
@lizziehodgson01
lizzieh@deeson.co.uk
Tuesday, 29 October 13