What’s in a name—and does it constrain or empower us? As “content strategy” evolves as an industry, so too do the areas of expertise that we individually offer and that our clients expect. Is this a problem, or an opportunity? Do you really have to do it all? Can we grapple with our terminology to broaden the profession without losing its relevance? And do we run the risk of diluting the meaning? Looking at examples in a variety of industries, we’ll discuss the responsibility and opportunity in how we define our industry and the areas of specialty it can comprise.
Delivered at Confab Central, #ConfabMN, May 22, 2015.
3. City pharmacy = filling station
Wiesloch Stadtapotheke Erste Tankstelle, cc Rudolf Stricker
@mbloomstein | #ConfabMN 3
4. In the absence of best practices,
just try, practice, and learn.
Wiesloch Stadtapotheke Erste Tankstelle, cc Rudolf Stricker
@mbloomstein | #ConfabMN 4
14. “A retail business providing the public
a convenient location to quickly purchase
a wide array of food, gasoline, and
services”
NACS, the National Association of Convenience & Fuel Retailing
@mbloomstein | #ConfabMN 14
15. “2400 square feet
of packaged consumer items.
Today, there are different types of stores:
mini stores under canopies, expanded
food service, in-store seating.”
@mbloomstein | #ConfabMN 15
16. Industries thrive through differentiation:
both buyers and sellers benefit.
What’s right for me?
What’s right for right now?
@mbloomstein | #ConfabMN 16
24. @mbloomstein | #ConfabMN 24
I help brands clarify their communication
goals to develop, instill, and maintain
appropriate content and editorial voice.
25. @mbloomstein | #ConfabMN 25
Content strategy plans for the creation,
delivery, and governance of useful,
usable and brand-appropriate content.
This is how I define content strategy.
26. @mbloomstein | #ConfabMN 26
Content strategy plans for the creation,
publication, and governance of useful,
usable content.
Kristina Halvorson, A List Apart 2009
27. @mbloomstein | #ConfabMN 27
Content strategy is to copywriting as
information architecture is to design.
Rachel Lovinger, Content Strategy: The Philosophy of Data
28. @mbloomstein | #ConfabMN 28
I work on how content is organized and
structured. I translate designs into what
needs to be built in the CMS to make the
content work the way it's supposed to.
Rachel Lovinger (@rlovinger), Razorfish
29. @mbloomstein | #ConfabMN 29
Content strategy within our practice is
less editorial and more strategic. It helps
us determine what and how content will
help solve business and web goals.
Corey Vilhauer (@MrVilhauer), Blend Interactive
30. @mbloomstein | #ConfabMN 30
We’re like the managing editors of a
magazine: we help to define what goes in
and make sure all the writing is
memorable, fresh, and authentic.
Tiffani Jones-Brown (@ticjones), Pinterest
31. @mbloomstein | #ConfabMN 31
I'm a content strategist. This means I help
clients and companies figure out how,
when, and why to talk to their audiences.
Keri Maijala (@clamhead)
32. @mbloomstein | #ConfabMN 32
We are management consultants for
external messaging and editorial
workflow challenges.
Ahava Liebtag (@ahaval), Aha Media Group
33. @mbloomstein | #ConfabMN 33
I am often a ‘fulcrum’ between disciplines.
I spend at least half my time focusing on
business and cultural change, before
thinking about content.
Elizabeth McGuane, @emcguane
34. @mbloomstein | #ConfabMN 34
A content strategist is like a business
analyst for your content. We look at how
content is currently helping (or hindering)
your business and develop a strategy to
make it work better.
Sally Bagshaw, @snappysentences
35. Industries thrive through differentiation:
both practitioners and clients benefit
@mbloomstein | #ConfabMN 35
36. Industries thrive through differentiation:
both practitioners and clients benefit
but only when we precisely define our
practices and needs
and then encourage diversity
@mbloomstein | #ConfabMN 36
37. • Drive the development and organization of content that is useful, compelling and
meaningful on our site, all social media platforms, and distributed content
• Create user flows, information hierarchies, wireframes, and content strategy
• Maintain fluency in industry terminology and develop our “voice” within it
• Determine content requirements, inventory existing content, identify gaps,
evaluate possible sources for additional material, and manage the process of
getting that content into production
• Maintain current content audit
• Creatively look for opportunities to improve content, consumer experience, and
SEO performance
• Manage editorial calendar to proactively keep content useful and up to date
• Train internal and freelance copywriters; develop any necessary training programs
• Develop analytics, conduct consumer and usability testing to help improve the UX
• Lead projects with the PR and marcomm team to support campaigns and launches
• Work with brand architecture and terminology to guide product organization and
internal customer service content and training
• Drive the architecture of and improvements to the internal product CMS
• Occasionally write or edit content, particularly metadata, titles, alt text and edit
general content to optimize for natural search
38. • Drive the development and organization of content that is useful, compelling and
meaningful on our site, all social media platforms, and distributed content
• Create user flows, information hierarchies, wireframes, and content strategy
• Maintain fluency in industry terminology and develop our “voice” within it
• Determine content requirements, inventory existing content, identify gaps,
evaluate possible sources for additional material, and manage the process of
getting that content into production
• Maintain current content audit
• Creatively look for opportunities to improve content, consumer experience, and
SEO performance
• Manage editorial calendar to proactively keep content useful and up to date
• Train internal and freelance copywriters; develop any necessary training programs
• Develop analytics, conduct consumer and usability testing to help improve the UX
• Lead projects with the PR and marcomm team to support campaigns and launches
• Work with brand architecture and terminology to guide product organization and
internal customer service content and training
• Drive the architecture of and improvements to the internal product CMS
• Occasionally write or edit content, particularly metadata, titles, alt text and edit
general content to optimize for natural search
39. Without clear differentiation,
hiring (and selling) is frustrating,
training is expensive, and
“content strategy” gets a bad name.
@mbloomstein | #ConfabMN 39
47. Content strategists,
1. Be precise: own your definition.
2. Get specific: narrow what you want.
3. Be honest—and encouraging.
“No… and”
@mbloomstein | #ConfabMN 47
50. Clients
1. Be precise: own your definition.
2. Get specific: narrow what you want.
3. Be honest—and encouraging.
“No… and”
@mbloomstein | #ConfabMN 50