Contentstrategy introduction
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This document discusses the changing landscape of content strategy. It notes that the number of touchpoints for content has exploded, and content strategy is about defining how content will be used to meet business goals and user needs across a brand's lifecycle. It advocates for treating content like a flow that can be published anywhere, and bringing structure to content through patterns, types and an API. The document stresses that content strategy is about people, processes and change management to get organizations adept at evolving with new approaches.
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Contentstrategy introduction
- 2. “Content strategy is all about engagement and social media” WHAT THE F&@’K IS GOING ON?
- 3. “Content strategy is all about engagement and social media” THINGS USED TO BE SIMPLE
- 4. COMMUNICATION WAS SIMPLY PUSHING YOUR MESSAGE
- 5. “Content strategy is all about engagement and social media” AND A SIMPLE MESSAGE IT WAS
- 6. “Content strategy is all about engagement and social media” YOU TALKED ABOUT YOUR PRODUCT AND THE PRICE
- 7. “Content strategy is all about engagement and social media” YOU DECIDED WHERE THE MESSAGE WAS PLACED
- 8. “Content strategy is all about engagement and social media” AND WHO WAS GOING TO SEE YOUR MESSAGE
- 9. JUST STICK IT ON OUR WEBSITE
- 10. BUT THINGS AIN’T LIKE THEY USED TO BE
- 11. THE NUMBER OF TOUCHPOINTS ARE EXPLODING
- 12. YOU AIN’T IN CONTROL ANYMORE
- 13. AND YOU NEED TO FIGHT TO GET NOTICED WITHIN THE INFORMATION OVERLOAD WE ALL GET
- 14. SOME basics First the GURUS SAY
- 18. “Content strategy is YOU ARE NOT all about engagement ALONE. EVERY and social media” CLIENT , IN MY EXPERIENCE , HAS A CONTENT PROBLEM
- 19. “Content strategy is all about engagement and social media” WHAT REALLY CHANGED?
- 20. “Content strategy is all about engagement and social media” WHAT REALLY CHANGED?
- 21. “Content strategy is all about engagement MEDIA, CANVAS “IN TRADITIONAL DIMENSIONS ARE A KNOWN and social media” CONSTRAINT. WITH DIGITAL, HOWEVER, THE CANVAS IS AN UNKNOWN”
- 22. “Content strategy is all about engagement and social media” AND THAT IS WHAT CONTENT STRATEGY IS ALL ABOUT
- 23. “Content strategy is all about engagement and social media” AND THAT IS WHAT CONTENT STRATEGY IS ALL ABOUT
- 24. • DEFINES HOW YOU WILL USE CONTENT TO MEET YOUR BUSINESS GOALS AND MEET YOUR USER NEEDS • GUIDES DECISIONS ABOUT CONTENT THROUGHOUT ITS LIFECYCLE, FROM DISCOVERY TO DELETION • SETS BENCHMARKS TO MEASURE THE SUCCESS OF YOUR CONTENT
- 25. “Content strategy is all about engagement WE SHOULD and social media” LOOK AT CONTENT LIKE WATER
- 26. “Content strategy is all about engagement and social media” IT’S ABOUT FLOWS
- 27. CREATE ONCE, PUBLISH ANYWHERE API
- 28. “Content strategy is all about engagement and social media” IT’S ABOUT TOOLS
- 29. “Content strategy is all about engagement and social media” IT’S ABOUT OPEN SYSTEMS
- 30. “Content strategy is all about engagement and social media” ABOUT IT’S BRINGING STRUCTURE INTO CONTENT
- 31. RECIPES EVENT REPORTS VIDEO PRODUCTS FAQ “Content strategy is all about engagement PRESS RELEASES WHITE PAPERS and social media” AND FINDING AGENDA PATTERNS AND CONTENT TYPES ACCESORIES ASSETS NEWS BLOGS ARTICLES ETC ETC ETC
- 32. “Content strategy is all about engagement IF {CONTENTTYPE} IS IN and social media” {SITUATION}, THEN {DO THIS WITH} THE {CONTENT ELEMENTS}
- 33. “Content strategy is all about engagement BUT MOST and social media” OF ALL IT IS ABOUT PEOPLE AND PROCESSES
- 34. DON’T THINK “Content strategy is all about engagement IN social media” OF and TERMS MASS- PRODUCTION
- 35. NO CONTENT SHOULD BE STORE IN WORD
- 37. “Content strategy is all about engagement and social media” HOW TO GET EVERYBODY ON BOARD
- 38. MAKE THEM CARE ABOUT THE CUSTOMER LIFECYCLE Awareness Consider Purchase Use Support
- 40. “Content strategy is SO YOU HAVE TO all about engagement and social media” BECOME AN ORGANIZATION THAT’S ADEPT AT CHANGE
- 41. “Content strategy is all about engagement and social media” SO YOU HAVE TO LET GO SOME CONTROL
- 43. WE CAN’T SAVE THE DAY AN AN AGENCY
- 44. “Content strategy is all about engagement and social media” THERE IS NO ONE SIZE FITS ALL SOLUTION
- 45. “Content strategy is all about engagement and social media” BUT WE CAN GET YOU ON YOUR WAY
- 46. THANKS! NASCOM GENK (HQ) C-MINE 1 BUS 13 EVENCE COPPÉELAAN 91 3600 GENK BELGIUM PHONE +32 89 20 15 00 FAX +32 89 20 15 01 INFO@NASCOM.BE