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.

1. 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

39. THINGS
KEEP
MOVING

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)
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EVENCE COPPÉELAAN 91
3600 GENK
BELGIUM
PHONE +32 89 20 15 00
FAX +32 89 20 15 01
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