One of our Digital Marketers, Desirae, attended Confab this year and brought back some content strategy knowledge bombs. She shared these with the team on June 19th, 2013 as part of an ongoing Lunch and Learn series.

1. www.bv02.com all rights reserved 2012
Confab: the content strategy conference
In case you hadn’t heard, I went to this.
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2. Where We’ve Been
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• Static content
• Brochure style websites
• Provided key information
• No way to engage audiences

3. What is
content
strategy?
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4. Content Strategy is...
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“Planning for the creation, delivery, and governance
of useful, usable content.”
- Kristina Halvorsen, Brain Traffic

5. Content Strategists...
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“...use words and data to create unambiguous
content that supports meaningful, interactive
experiences.”
-Rachel Lovinger, Razorfish

6. What do
“content
strategists”
do?
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7. Content inventories
Qualitative and quantitative content audits
Content gap analysis
Content modeling
Metadata strategies
Writing
Editorial strategies
Distribution channels
Content management
Content brand guidelines
Content governance and workflows
Content… strategies.
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8. Current
conversations
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9. Empathy
Structured content
Voice and tone
Usable content
Cake
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10. Empathy
Structured content
Voice and tone
Usable content
Cake
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11. Things I
learned at
Confab
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12. Telling stories with data
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• A metric that won’t
change the way you
behave is a bad metric.
- Ben Yoscovitz
(@byosko)
Slideshow:
h,p://slidesha.re/19EMyX3

13. Qualitative content audits
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14. Content and business goals
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Step one: content
Step two: ????
Step three: profit.
Jared
Spool’s
keynote
(not
publicly
available.)

15. Content and business goals
15
Step one: content
Step two: ????
Step three: profit.
Jared
Spool’s
keynote
(not
publicly
available.)
NO. NONE OF
THIS.

16. Content and business goals
16
Jared
Spool’s
keynote
(not
publicly
available.)

17. What kind of interesting is this?
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• This is another type of
qualitative audit we can
deliver for clients.
Slideshow:
h,p://slidesha.re/13XY2QU

18. What kind of interesting is this?
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• REI, outdoor adventure company (like MEC)
Slideshow:
h,p://slidesha.re/13XY2QU

19. What kind of interesting is this?
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• Red Bull
Slideshow:
h,p://slidesha.re/13XY2QU

20. What kind of interesting is this?
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• Government? Crown corporation? University?
Slideshow:
h,p://slidesha.re/13XY2QU

21. Zombies: the future of content
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Zombies: the new
devices that will come
out in the next ten
years, that our content
will need to work on.
Karen
McGrane’s
keynote
(not
publicly
available)

22. Zombies: the future of content
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• Structured content
• Metadata
• No more WYSIWYG! (http://bit.ly/13QhmkC)
• Maybe a WYSISMUC approach? (http://bit.ly/12GWhuA)
Bottom line: content authors and CMS interfaces will
both have to adapt to the new normal.
Karen
McGrane’s
keynote
(not
publicly
available)

23. Content is political
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Changing content is a
people process.
It’s all about change
management.
Look at this stock photo. That’s the level of
corporate we’re talking about. Smiling people
clapping at a bar graph.
Slideshow:
h,p://slidesha.re/14gp2LZ

24. Content
strategy at
bv02
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25. What can we do more of?
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• Content audits
• Qualitative
• Quantitative
• Content gap analysis
• Content recommendations tied to business goals
• Strategy guidelines for workflow, governance, marketing, etc.

26. Lastly...
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27. You can’t have creativity
without constraints.
Constraints create territories.
Territories have tribes.
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28. Questions?
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29. www.bv02.com all rights reserved 2011
Thank you
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