Web Content Strategy - How to Plan for, Create and Publish Online Content for Maximum ROI

Web Content Strategy How to Plan for, Create and Publish Online Content for Maximum ROI 6 February 2009

Hello! I’m Kristina Halvorson (@halvorson) ,[object Object],[object Object],[object Object],[object Object],[object Object]

Hi! I’m Joe Pulizzi (@juntajoe) ,[object Object],[object Object],[object Object],[object Object],[object Object],Me Your Fearless Leader

THE MOTIVATIONAL INTRODUCTION: Why Content and Why Now?

You Are a Publisher ,[object Object],[object Object]

What is content? ,[object Object],[object Object],[object Object],[object Object]

Why does content matter? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Why does content REALLY matter? ,[object Object]

The Publisher Mindset ,[object Object],[object Object]

Something to Notice about Media Content ,[object Object],[object Object],[object Object]

A Look at Social Media ,[object Object],[object Object],Conversation Prism via Brian Solis

What this is all about… ,[object Object],Content Marketing Custom Publishing Branded Content Content Strategy Information Marketing Custom Media Customer Media

The Evolution Has Begun ,[object Object],[object Object],[object Object],*12/08 Junta42 Study

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Lots of attention paid to “shuffling” content … Manage … Structure … Design and share …

But not much attention is paid to creating and overseeing the content, itself. ,[object Object],[object Object],[object Object],[object Object],… Where are we going wrong?

Discovery and Definition ,[object Object],[object Object],[object Object]

Visual design … Technical requirements …

where is the content? Time to “go get the content …”

Here’s what happens next. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

And there goes your schedule/budget/outcome.

The Solution – Start with Content Strategy

Who should own the content? Brand/ Marketing eStrategy IT The Business ?

Fact #1 ,[object Object],[object Object],[object Object],[object Object],Content is messy.

Fact #2 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Content is far more complicated than we want to accept or believe.

Fact #3 Content is out of your control.

It’s a fact. Content planning and oversight require dedicated resources: time, skill, and meaningful spend. Brand/ Marketing eStrategy IT The Business CONTENT STRATEGY

What is content strategy? ,[object Object],[object Object],[object Object]

A web content strategy … ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

How does this work? Content Maintenance and Marketing

Website Foundation ,[object Object],[object Object],[object Object],[object Object],[object Object]

Website Content Strategy ,[object Object],[object Object],[object Object],[object Object]

Mapping content to real objectives and goals Key Offerings Website Priorities Business Objectives User Goals EXPLAIN HEALTH INSURANCE PROMOTE HEALTH & WELLNESS BENEFITS EDUCATE ABOUT YOUR HEALTH & WELLNESS AT ANY AGE ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Health Insurance Expertise Affordable, Flexible Products Designed for You and Your Family Personalized Focus on Health & Wellness Member Self-Service EXAMPLE

Website Content Strategy: Content Audit ,[object Object],[object Object],[object Object],[object Object]

Content Specifications and Creation ,[object Object],[object Object],[object Object],[object Object],[object Object]

Who’s going to do all this work? INFORMATION ARCHITECT DESIGNER SOCIAL MEDIA STRATEGIST MARKETING CONTENT STRATEGIST WEB EDITOR WEB WRITERS QA/PROOFREADERS CONTENT ANALYST SEO/ANALYTICS THE BUSINESS IT SOLUTIONS E-STRATEGY VIDEOGRAPHER AUDIO PRODUCER

Start strategically. Start small. MARKETING CONTENT STRATEGIST WEB WRITERS INFORMATION ARCHITECT SEO/ANALYTICS THE BUSINESS IT SOLUTIONS E-STRATEGY DESIGNER

Business Impact of a Content Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Business Impact of a Content Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object]

In conclusion … ,[object Object],[object Object],[object Object],[object Object],[object Object]

THAT’S IT FOR TODAY Thanks! Kristina Halvorson [email_address] (612) 331-6600 @halvorson Joe Pulizzi [email_address] (216) 941-5842 @juntajoe

Web Content Strategy - How to Plan for, Create and Publish Online Content for Maximum ROI

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Web Content Strategy - How to Plan for, Create and Publish Online Content for Maximum ROI