A presentation from Joe Pulizzi (Junta42) and Kristina Halvorson (Brain Traffic) on February 6, 2009 Online Marketing Summit in San Diego. The presentation goes into detail about why marketers have to develop a publishing mindset, why web content strategy is so difficult, and what you can do now to create an effective content strategy and plan within your own organization.

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

4. THE MOTIVATIONAL INTRODUCTION: Why Content and Why Now?

5. Marketer or Publisher?

10. Take the Sales Hat Off

16. The Problem and its Impact

20. Site structure …

21. Visual design … Technical requirements …

22. TYPICAL WEB PROJECT SCHEDULE

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

24. Where IS the content?

26. And there goes your schedule/budget/outcome.

27. The Solution – Start with Content Strategy

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

31. Fact #3 Content is out of your control.

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

33. You are a publisher!

36. How does this work? Content Maintenance and Marketing

45. 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

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

47. IN CLOSING Your Key Takeaways

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