Content Strategy Meetup

MelissaIt was the first Content Strategy meting I attended, and, schedule permitting, I will be there for the next one.  It is a pleasure to discover a new group in Twin Cities!  We are so lucky to live within a vibrant business community – even if so many people do not care about the weather 🙂

The group is fantastic – people who understand marketing, content, SEO, issues of the online marketing channel…  and in many cases face the same obstacles in their jobs or businesses.   These obstacles are discussed during the meetings with interesting insights.

dialogMelissa Rach was fantastic in a question-answer format, and the event felt more of a conversation and collective problem solving.  I usually prefer a lecture format, as in many cases, the audience may not be able to generate thoughtful questions…  not only participate in discussing the answers.  The members of Content Strategy meetup are absolutely excellent.

My notes from the event:

  • Generally, most modern terms are relatively new, and may not have clear understanding in the business world…  What is the difference between Content Strategy and Marketing Strategy?  Content strategy is marketing strategy implemented around content…  Content marketing vs. Content strategy?  In general, Strategy and Marketing are new concepts… (now complete lack of understanding of these terms in corporate world makes sense 😉  )
  • Reminder of the industry perspective: adapt something interesting from one industry to another
  • Long-form content is also acceptable on the web – the length is based on the audience and objective
  • Stages of the content strategy on the web (hilariously universal!)
    1. just placing content designed for print online
    2. any technical elements are so cool!  Adding technical elements, widgets, etc. and considering it content
    3. design is awesome – the “pretty” site is enough to consider it having good “content”
    4. oh…  people are actually coming to the site to get something useful… we need… content!
  • Content strategy can be done by a person who can not write… though it does need to be executed by somebody who can 😉
  • bookContent person needs to be involved into the process at the point of CMS  setup…  or, the CMS can be setup in a manner that is not suitable for providing content in a reasonable fashion.  I can add that CMS or even selection of CMS, can not be done by IT – it creates sites not suitable not only for content, but also for marketing in general
  • Content provided by a company can be different in tone or style, as a company can have different audiences

They did a web site redesign and then realized that something was wrong with the site

They did not have a writer – they thought that PDF placement was sufficient

Quotes from colleagues – very common for the industry 🙂

  • Which companies are succeeding in content strategy?  “Smart ones…”  In general, it is easier for companies not burdened by the stock market pressure to show growth every quarter to have better content strategy – they can afford to experiment, take risks, and invest resources
  • If there is nobody who’s job description requires content creation in a large organization – there will be no content
  • In many cases, good content requires reorganization – including elimination of silos
  • Preoccupation with SEO for the sake of SEO is generally common…  When SEO is done, realization that nobody is converting can help in creation of the content (smaller companies seem to have more lack with this approach 😉 ).

Very interesting concept from TrendWatching.com – brand’s history may not be a benefit, but might be a burden in the eyes of the consumers.

yellow

heritageBy the way, the PDF is done very well from marketing perspective – easy to read, easy to quote and add to presentation (I will do that!!) and has irresistible calls to actions to follow.

PPT posted on the site and Slide Share has the same remarkable quality – excellent “What to do next…” last slide of the presentation.

 

toilet-paper

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