Content Strategy Inc's Kathy Wagner and Melissa Breker reveal a new visual model that captures breadth and impact of content strategy within a simple, memorable framework that is easily understood by people outside of our industry.

1. Content Strategy:
A new approach
Kathy Wagner and Melissa Breker
Content Strategy Inc.
ContentStrategyInc.com #CSIFramework #ConfabMN @Team_CS_Inc

2. Is this what people look like when you
explain content strategy?What is content strategy?

3. Sometimes we’re
misaligned.

4. What is content strategy?

5. Stop.

6. What if we just show content strategy?

7. What’s included in content strategy?
What’s part of content strategy?

8. Stop.

9. What’s included in content strategy?
Instead, what if we just show what’s involved?
What if we just show what’s involved?

10. As an
industry,
we spend a
lot of time
talking to
ourselves.
We
wanted
a way to talk
to the people
who buy
content
strategy.

11. We asked
ourselves, “How
can we start
conversations
with the right
people?”

12. We needed to cut
through the clutter
and confusion that we
create in our industry.

13. We started with
what worked in
the past

15. We thought
about where we
wanted to go

16. And what
our
experience
taught us.

17. We found that we needed 2 things:
A
new
model
A
compelling
story

18. A new model had to:
• Show different parts of CS
• Emphasize holistic CS
• Point to the impact of CS
• Avoid our industry jargon
• Have a clear framework
• Be applicable in different
situations.

19. Background and context“Front stage” & “Back stage” were the most
clear and industry agnostic

21. Content
strategy

22. Content
strategy

23. Content
strategy

24. Content
strategy

25. Content
strategy

26. Content
strategy

27. Content
strategy

28. Content
strategy

29. Content
strategy

30. Content
strategy

31. Content
strategy

32. The new model:
• Shows different parts of CS
• Emphasizes holistic CS
• Points to the impact of CS
• Avoids our industry jargon
• Has a clear framework
• Is applicable in different
situations.

33. Then came the story

34. Why?

35. We need stories in order
to build messages that
are both “accurate and
human”.
~BARRIE SEPPINGS

36. Why?
A story sells the tickets.
• To clients
• To managers
• To executive
• To colleagues.

37. The story had to:
• Show relevant value
• Have a villain and a hero
• Cast us in a supporting
role
• Clarify and simplify CS
• Support the new model.

38. Different audiences have
different interests and values.
Customize your story.

39. Our story focuses on how CS brings
value to businesses through:
• Improved customer experiences
• Improved quality of service
• Reduced operational costs
• Increased quality leads
• Support for business growth
• Big impact on small budgets

40. Find the villain, and
cast your audience
as the hero.
Customize your
story.

41. Our villains started out business generic
• Not enough customers
• Not enough resources
• Increasing online requirements
• Noisy complex environment

43. And then went big picture
• Car accidents
• Loss of power
• Complicated technologies

45. And then ended up personal
• Job and reputation risk
• Inability to make smart choices

46. The hero is always your audience.
Never you.

47. But you can be
the fairy
godmother.

48. Tell the truth, but:
1. Amplify the pain
2. Simplify the gain
3. Show new
connections

49. Use metrics and emotion

50. Our story for
large, public
corporation
audiences

51. Our story:
• Shows relevant value
• Has a villain and a hero
• Casts us in a supporting role
• Clarifies and simplifies CS
• Supports the new model.

52. Our story for
smaller,
growing
company
audiences

53. Our story:
• Shows relevant value
• Has a villain and a hero
• Casts us in a supporting role
• Clarifies and simplifies CS
• Supports the new model.

54. Content strategy
model
A customized,
compelling story+

55. What’s your story?
= a new approach
for talking about
content strategy.

56. How could
you use this
model?

57. What’s your story?
Tell us, at
info@contentstrategyinc.com
@Team_CS_Inc

58. Let’s stay in touch!
Kathy Wagner and Melissa Breker
ContentStrategyInc.com
@Kathy_CS_Inc
@MelissaBreker
contentstrategyinc.com/new-approach