The slides from Kevan Gilbert's talk at IABC-BC on Nov. 21, 2012. http://www.cvent.com/events/the-living-web-how-content-strategy-is-revolutionizing-online-communication/event-summary-ebebdfb56a9546b881bc32cae5505174.aspx Every year, thousands of innocent blogs and websites die needless deaths due to careless strategic planning. Created in bursts of reckless corporate enthusiasm, these web projects soon fall victim to chronic Nobody Cares Syndrome. Abandoned and alone on the shoulder of the information superhighway, they are stark reminders to all that pass by: if you build it, they may or may not come at all. How we can inject life into our web communication and prevent our web projects from falling flat after launch? Enter: Content Strategy – a new way to plan, manage and create content that actual inspires people.

1. @kevangilbert
THE LIVING WEB

2. In this room...

3. PUBLIC
RELATIONS PRINT
WEBSITE
PIECES
CUSTOMER DIRECT
EXPERIENCE MAIL
PRESENT- EMAIL
ATIONS MARKETING
SOCIAL INTERNAL
MEDIA COMM
OFFLINE ADS
Inspired by Karen McGrane // http://www.slideshare.net/KMcGrane/adapting-ourselves-to-adaptive-content

4. PUBLIC
RELATIONS PRINT
WEBSITE
PIECES
CUSTOMER DIRECT
EXPERIENCE MAIL
PRESENT- EMAIL
ATIONS MARKETING
SOCIAL INTERNAL
MEDIA COMM
OFFLINE ADS
Inspired by Karen McGrane // http://www.slideshare.net/KMcGrane/adapting-ourselves-to-adaptive-content

5. PUBLIC
RELATIONS PRINT
WEBSITE
PIECES
CUSTOMER DIRECT
EXPERIENCE MAIL
CONTENT
PRESENT- EMAIL
ATIONS MARKETING
SOCIAL INTERNAL
MEDIA COMM
OFFLINE ADS
Inspired by Karen McGrane // http://www.slideshare.net/KMcGrane/adapting-ourselves-to-adaptive-content

6. LIVING SPACES

7. DEAD SPACES

8. What we need to make
WHAT THEY WHAT YOU
NEED CAN OFFER

10. Research Ideas Planning

11. Part 1
RESEARCH

13. 1. Talk to your customers

17. 2. Use your data

18. Data is the new oil

19. 3. Review your competition

20. 4. Know yourself

22. Talk to Use your
your customers data
Review Know
the competition yourself

23. Part 2
IDEAS

25. Part 3
PLANNING

26. CONTENT STRATEGY
“The practice of planning the content
creation, delivery, and governance of
a website.” / Kristina Halvorson

28. Inventory & audit Site map
COMMON
DOCS
Page tables Editorial guidelines

30. DAY IN THE LIFE

31. A good fit
MY D7’s
NEEDS OPENINGS

32. The magical middle
USER WHAT YOU
NEEDS OFFER

34. “Our content is the substance
of brand engagement.” / Coca-Cola

35. Content
USERS BRANDS

36. “Marketing needs a new metaphor:
one that acknowledges our shared
purpose.” / HBR

37. Shared purpose
USER WHAT YOU
NEEDS OFFER

43. SHARED
PURPOSE
CONTENT
STRATEGY
LIVING
RESPONSIVE SUCCESS
SPACES

44. SHARED
PURPOSE
CONTENT
STRATEGY
(ANYTHING (A RELEVANT
SUCCESS
YOU MAKE) MEDIUM)

45. COMPLETE!

46. @kevangilbert
THE LIVING WEB
Interesting, living spaces only happen
when we put humans first.