Learn what content strategy is and how content strategists work.

1. So You Want to Be a Content
Strategist?

2. David Dylan Thomas
Senior Content Strategist,
EPAM

3. #Want2BStrategist
@movie_pundit

4. Why should I learn about
Content Strategy?

5. Because LinkedIn

6. Because Meetup

7. Demand Is High,
Supply Is Low

8. Content Strategy is gaining
ground on traditional marketing
and SEO

9. Traditional marketing says, “You
know what’s awesome? Our
shoes!”
Content strategy says, “You know
what’s awesome? Running!”

10. Also, It’s Fun

11. OK. Fine. You’ve convinced
me. Just one question,
though…

12. What the hell is Content
Strategy?

13. significant objects dot

14. Instead of a product description…
…they told a story

15. Original Price: $0.33
Final Price: $71.00

16. Original Price: $2.99
Final Price: $101.00

17. Original Price: $3.00
Final Price: $193.50

18. Content Strategy is the planned
use of content to achieve a
goal.

19. • With Significant Objects, the goal was
to increase the value of ordinary
items.
• The strategy was to replace bland
descriptions with colorful stories (by
good writers).
• The creators used content (stories) to
achieve a goal (added value).

20. Casey Kasem
Turned Financial Reports into
Entertainment

21. “In this hour at #32 in the countdown, a song that’s
been a hit 4 different times in 19 years! And we’re
just one tune away from the singer with the
$10,000 gold hubcaps on his car! Now, on with the
countdown!”

22. This Is Content

23. This Is Content Strategy

24. All content strategies require two
things:
• Goal
• Audience
The more you know about
both, the better the strategy
will be

25. Most content strategies try to answer three
questions:
• What are the client’s goals?
• What are the user’s goals?
• How can content help the two intersect?

26. The Two Most Common Content Strategy
Problems
• Help, I’ve got too much content!
• Help, Amazon is killing me!

27. Typical Content Strategy
Deliverables
• Content Inventory
• Content Audit
• Gap Analysis
• Content Mapping
• Strategy Document

28. Less Typical Content Strategy
Deliverables
• Contextual Inquiry
• Stakeholder Interviews
• On-Site Workshop
• Integrated Experience Strategy
• Governance Document

29. Governance
• Assignment: Read “Responsive Design
Won’t Fix Your Content Problem” by Karen
McGrane
• http://alistapart.com/column/responsive-
design-wont-fix-your-content-problem

30. Who are you working with
(client side)?
• CMO
• CEO
• Marketing Manager
• Head of Digital
• Chief Content Officer

31. Case Study #1
• Legal Software Producer

32. Discovery
• Contextual Inquiry
• Competitive Analysis
• Stakeholder Interviews

33. Ideation
• On-Site Workshop
• Conceptual Design

34. Delivery
• Integrated Experience Strategy

35. Result
• 200% Increase in Sales

36. Case Study #2
• A big sports retailer

37. “We have a great experience
in-store but that’s not
translating to online.”

38. The oldest content strategy in the
world
• Use content to make it clear you know a
lot about something.
• When people need that something, they’ll
think of you.

39. About to become the oldest
content strategy in the world
• Personalization

40. You’re there to help your
customer achieve a goal.
Selling them shoes is just one
part of that.

41. “We’re switching CMS’s.”

42. CMS = Content Management
System
• (Until recently) they all suck.

43. (In the best-cast scenario) you
are part of a team.

44. Discovery/Pitch
•(RFP)
•SOW
•Website
•Competitors’ Websites
•Social Media
•State of the Industry

45. Delivery
•Being in a room with people
•MVP
•Wireframes
•Comps (Copy)
•Objective Matrix

46. Governance
•On-site workshop
•POVs

47. Assignment
• Pick your favorite website and your least
favorite website and come up with a
content strategy that for each that will
improve their traffic by 10% over the next
10 months.

48. Questions?

49. Thank you!
David Dylan Thomas
@movie_pundit
dave@daviddylanthomas.com