Content Strategy at the South by Southwest Conference
During her presentation at the South by Southwest conference, content strategist Kristina Halvorson offered a number of reasons why content strategy matters, and how marketers can impliment a content strategy that works.
As the South by Southwest conference wraps up this week, it was interesting how one presentation really stood out. Content strategy expert Kristina Halvorson’s presentation was not only insightful, but provided sound counsel for marketers across the globe. Her content strategy guidance is refreshing because let’s face it, very few agencies are even considering it as part of the mix, or able to implement it very well with clients.
A few highlights and great advice for all of us included:
• A common misconception concerning content strategy is that it is copywriting. Yes, it involves strong content, but slapping some copy on a site two weeks before it is due and after the entire site has been developed is the exact opposite of content strategy.
• Content is the process and involves seven stages of the content lifecycle (as noted in her book CONTENT STRATEGY – p.127)
• We need to look at content strategy the way builders work with architects to develop the framework, aesthetics and feel for a building long before the first footing is poured.
• With content strategy we consider all elements of the user experience prior to creating that experience and remember that content is not just another site feature.
• Content strategy is the plans for the creation, publication, and governance of useful, usable content; it included processes for graphics, video and audio.
• It is also important to remember that text is more than the marketing copy, case studies, etc. It includes page copy, articles, links, labels, flash elements, social, and much more!
• If nothing else, assess whether content is meeting business objectives and user goals, if not, it is time to make some changes.
A few great examples include:
• REI.com because they are able to replicate the in-store experience online through “REI Expert Advice” which is driven by actual REI employees who are experts.
• Room&Board.com also bridges the gap because they show consumers on their site that they work with artisans and craftsmen, on an editorial calendar. (Mike need more detail with this)
On the other hand a bad example can leave consumers frustrated:
• The official YouTube Swiffer channel which is paid for by Swiffer, has a broken graphic and old 2008 content. The Swiffer people were there nine months ago but nothing new has been added since and now the Swiffer party is an empty house. As a consumer how would you feel about being invited to a party at an empty house?
Kristina offered a few tips to get started:
1. Audit – Assess all organizational sites, outposts, etc. it is critical need to map the entire terrain before you can say where you want to go.
2. Content Inventory – Create a spreadsheet including page numbers (by section), the page name, url, notes, perhaps even link count, bounce rate, time on page, etc. to show the value of various content.
3. Ask – Start asking why the content should be created, then delve into the who, what, how, for whom, by whom, with what, when where, how often and what next.
4. Analyze – This is ongoing to assure quality and is another reason content strategy is a process, not a project. There is no clear end date because users and their needs are dynamic and organizational objectives continue to evolve as well.
Kristina’s points were well taken and as we move forward it is important to remember the reason content strategy is so significant. Yes, often we and clients get side tracked by the bells, whistles, and features of a site or social media outpost, but ultimately the reason any audience comes to or stays at any location is because of the content and the experience they have with it. Perhaps soon all marketers and site developers will start to place content strategy first instead of always thinking of it last and save themselves and their clients valuable time, money and energy as they successfully engage key audiences in meaningful relationships.
About the Author: Mike Corak
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