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Wrap Up of Confab 2014 in Minneapolis

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An in-depth wrap up of Confab 2014 conference in Minneapolis covering both Content Strategy and Content Marketing. A look at the three day conference and the sessions I attended with key take away points from each session.

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Wrap Up of Confab 2014 in Minneapolis

  1. 1. CONFAB CENTRAL 2014 Minneapolis, USA 7-9 May 2014 Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 1
  2. 2. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 2
  3. 3. Minneapolis, Minnesota Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 3
  4. 4. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 4 Confab Events - Sean Tubridy
  5. 5. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 5Photo – Jason Dutton-Smith
  6. 6. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 6 Confab Events - Sean Tubridy
  7. 7. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 7 Photo - Jason Dutton-Smith
  8. 8. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 8
  9. 9. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 9
  10. 10. Sponsored by… Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 10
  11. 11. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 11 Confab Events - Sean Tubridy
  12. 12. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 12 Confab Events - Sean Tubridy
  13. 13. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 13 Confab Events - Sean Tubridy
  14. 14. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 14 Confab Events - Sean Tubridy
  15. 15. DAY ONE… FULL DAY WORKSHOP Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 15
  16. 16. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 16
  17. 17. CONTENT STRATEGY 101: THE JOURNEY STARTS HERE Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 17
  18. 18. Content Strategy 101 Kristina Halvorson CEO Brain Traffic Jason Dutton-Smith 18www.wordconnect.com.au @morethanroute66
  19. 19. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 19
  20. 20. FUNDAMENTALS OF CONTENT STRATEGY Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 20
  21. 21. Content strategy plans for the creation, delivery, and governance of useful, usable content. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 21
  22. 22. Not just… What Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 22
  23. 23. But… • What • Why • How • When • For whom • With what • Where • By whom • How often • What next Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 23
  24. 24. CORE STRATEGY PROCESSES Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 24
  25. 25. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 25
  26. 26. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 26
  27. 27. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 27
  28. 28. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 28
  29. 29. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 29
  30. 30. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 30
  31. 31. START TO DEEP DIVE… Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 31
  32. 32. DISCOVER DEFINE DESIGN DEVELOP DEPLOY Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 32
  33. 33. DISCOVER – Content Audit DEFINE DESIGN DEVELOP DEPLOY Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 33
  34. 34. DISCOVER – Content Audit DEFINE – Content Requirements DESIGN DEVELOP DEPLOY Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 34
  35. 35. DISCOVER – Content Audit DEFINE – Content Requirements DESIGN – Copywriter meet designer DEVELOP DEPLOY Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 35
  36. 36. DISCOVER – Content Audit DEFINE – Content Requirements DESIGN – Copywriter meet designer DEVELOP – Write the content DEPLOY Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 36
  37. 37. DISCOVER – Content Audit DEFINE – Content Requirements DESIGN – Copywriter meet designer DEVELOP – Write the content DEPLOY Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 37
  38. 38. KEY TAKEAWAYS FROM DAY 1 Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 38
  39. 39. YOUR CONTENT STRATEGY WILL DEFINE YOUR SUCCESS Requirements are not a list. They commit to living, breathing objects and have people behind it. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 39
  40. 40. LAUNCH AND LEAVE IS NOT A STRATEGY Commit to the complexities of the content and the time and resource required. The content system needs to be sustainable. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 40
  41. 41. BE A TRUSTED GUIDE What are the competitive differentiators, guide the audience through the process and continue to offer value for the life of the product. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 41
  42. 42. DAY 2… Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 42
  43. 43. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 43
  44. 44. KEYNOTE SPEAKER Katrina Craigwell Visual Storytelling at GE Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 44
  45. 45. Keynote Speaker Katrina Craigwell How GE has leveraged digital channels to make new connections with consumers and (new) customers alike. Jason Dutton-Smith 45www.wordconnect.com.au @morethanroute66
  46. 46. Keynote Speaker Katrina Craigwell THE CHALLENGE How does GE talk to their customers with so many products? • Define their voice • The art of story telling • An emotional connection • Finding interesting angles 6 Instagramers took to the jet engine factory. Jason Dutton-Smith 46www.wordconnect.com.au @morethanroute66
  47. 47. http://www.ge.com/instawalk/peebles Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 47
  48. 48. http://www.ge.com/instawalk/peebles Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 48
  49. 49. KATRINA - KEY TAKEAWAY Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 49
  50. 50. THE ATTENTION SPAN OF A FISH IS 9 SECONDS….A HUMAN IS 7 SECONDS Find the unique angle and never stop talking to your audience. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 50
  51. 51. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 51
  52. 52. Alicia Dougherty- Wold Managing with a green thumb Lead Facebook Strategist Tools and practise on how to grow a content strategy team and produce evergreen content. Jason Dutton-Smith 52www.wordconnect.com.au @morethanroute66
  53. 53. Alicia Dougherty- Wold Managing with a green thumb Lead Facebook Strategist THE CHALLENGE The team grew quickly. How to keep it all together. 1. Plan before you plant 2. Love the mud 3. Know who will grow 4. Don’t make square watermelons 5. Replant, repeat, multiply Jason Dutton-Smith 53www.wordconnect.com.au @morethanroute66
  54. 54. Alicia Dougherty- Wold Managing with a green thumb Lead Facebook Strategist 1. PLAN BEFORE YOU PLANT • Define the big idea • Shared vision • Company wide buy-in • Aligned approach • Principles to guide you Jason Dutton-Smith 54www.wordconnect.com.au @morethanroute66
  55. 55. Alicia Dougherty- Wold Managing with a green thumb Lead Facebook Strategist 2. LOVE THE MUD • Plan • Create • Learn • Improve • Be part of the solution Jason Dutton-Smith 55www.wordconnect.com.au @morethanroute66
  56. 56. Alicia Dougherty- Wold Managing with a green thumb Lead Facebook Strategist 3. KNOW WHO WILL GROW • People thrive in different climates • Identify who thrives in your terrain • Match behaviours to team • Play to each persons strengths • Interview to build teams Jason Dutton-Smith 56www.wordconnect.com.au @morethanroute66
  57. 57. Alicia Dougherty- Wold Managing with a green thumb Lead Facebook Strategist 4. DON’T MAKE SQUARE WATERMELONS • Focus on core strengths • Hire for what people are interested in • Procrastination is a weakening factor • Strengths and interests will energize your team Jason Dutton-Smith 57www.wordconnect.com.au @morethanroute66
  58. 58. Alicia Dougherty- Wold Managing with a green thumb Lead Facebook Strategist 5. REPLANT, REPEAT, MULTIPLY • Re-align as you grow • Re-envision the future • Plant new processes • Multiply and repeat what worked Jason Dutton-Smith 58www.wordconnect.com.au @morethanroute66
  59. 59. ALICIA - KEY TAKEAWAY Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 59
  60. 60. INVEST WITH YOUR TEAM Find your one true north. Principles can be the fall back of the standards. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 60
  61. 61. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 61
  62. 62. Misty Weaver Scaling the Content Audit Community Manager – Content Insight Methods for exploring your content eco-system Jason Dutton-Smith 62www.wordconnect.com.au @morethanroute66
  63. 63. Misty Weaver Scaling the Content Audit Community Manager – Content Insight Content audits are a tool and a process for making informed decisions in strategy and design. It’s a gathering of evidence that can influence our design. - Match scale with context of why - Why before what - What before how Jason Dutton-Smith 63www.wordconnect.com.au @morethanroute66
  64. 64. MISTY - KEY TAKEAWAY Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 64
  65. 65. CONTENT WITHOUT INVENTORY IS LIKE A LIBRARY WITHOUT A CATALOGUE Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 65
  66. 66. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 66
  67. 67. Natanya Anderson The Give a Dam Factor Director Social Media & Content Strategy – Whole Food Markets Creating content that your community really cares about. Jason Dutton-Smith 67www.wordconnect.com.au @morethanroute66
  68. 68. Natanya Anderson The Give a Dam Factor Director Social Media & Content Strategy – Whole Food Markets While data is important; intuition is still required. Bring your experienced lens to the data. Data is your friend and so is failure. Start with the customer to see what they want. Then use stats to make/build your case. Jason Dutton-Smith 68www.wordconnect.com.au @morethanroute66
  69. 69. Natanya Anderson The Give a Dam Factor Director Social Media & Content Strategy – Whole Food Markets Finding content that’s right for your community and business. Bridge the story telling gap between brand and customer. Sometimes you need a lot of content to see what works. Complex stories – find the unique angle to make them care. Jason Dutton-Smith 69www.wordconnect.com.au @morethanroute66
  70. 70. Natanya Anderson The Give a Dam Factor Director Social Media & Content Strategy – Whole Food Markets Look at the social conversations people have to bridge back to a product. Example – Whole Foods wanted to push seafood but the audience were talking about fresh produce. Whole Foods used fennel to tie it back to a new topic introduction (or to push a particular product). Jason Dutton-Smith 70www.wordconnect.com.au @morethanroute66
  71. 71. NATANYA - KEY TAKEAWAY Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 71
  72. 72. YOUR CONTENT MAY NOT BE BAD, MAYBE YOUR CUSTOMER IS FATIGUED? MAKE THE CAMPAIGN SHORTER, LESS CONTENT, MORE SUCCINCT ETC Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 72
  73. 73. Content Strategy 101 Kristina Halvorson Jason Dutton-Smith 73www.wordconnect.com.au @morethanroute66
  74. 74. Val Swisher Global Content Strategy Founder – Content Rules Best practises for your global website. Jason Dutton-Smith 74www.wordconnect.com.au @morethanroute66
  75. 75. Val Swisher Global Content Strategy Founder – Content Rules Best practises matter. Be consistent across all languages according to brand. Multi sites need consistent navigation. How far do you go with translation? – How deep does your content go? – Plan carefully – Translate only what is important – Allow to search in own language Jason Dutton-Smith 75www.wordconnect.com.au @morethanroute66
  76. 76. Val Swisher Global Content Strategy Founder – Content Rules Know when to translate, when to localise, and when to trans create. Translate – word for word translation Localisation – The meaning stays the same but words do not exact translate Trans Creation – Separate content that is developed for that particular place or region or continent. Usually developed in-country Jason Dutton-Smith 76www.wordconnect.com.au @morethanroute66
  77. 77. VAL - KEY TAKEAWAY Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 77
  78. 78. CULTURAL SENSITIVITY RESEARCH TO MITIGATE OFFENCE, ESPECIALLY WITH IMAGES. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 78
  79. 79. DAY 3… Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 79
  80. 80. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 80
  81. 81. KEYNOTE SPEAKER Nilofer Merchant The New How. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 81
  82. 82. Keynote Speaker Nilofer Merchant Author, 11 Rules for Creating Value in the #SocialEra and The New How The new how… Jason Dutton-Smith 82www.wordconnect.com.au @morethanroute66
  83. 83. Keynote Speaker Nilofer Merchant Author, 11 Rules for Creating Value in the #SocialEra and The New How How to reinvent the future? • See/k around corners • Be willing to learn • Not ‘if’, but the new ‘how’ Jason Dutton-Smith 83www.wordconnect.com.au @morethanroute66
  84. 84. Keynote Speaker Nilofer Merchant Author, 11 Rules for Creating Value in the #SocialEra and The New How “We underestimate what change will happen in the next two years, but we over estimate what will happen in the next ten years.” Bill Gates Jason Dutton-Smith 84www.wordconnect.com.au @morethanroute66
  85. 85. Keynote Speaker Nilofer Merchant Author, 11 Rules for Creating Value in the #SocialEra and The New How To be big in the social world, its not about being the biggest gorilla, but being a herd of gazelles. Highly connected, the gazelles operate as one. “Social is about human interaction, not the technology. We’ve been doing it since the dawn of time.” Nilofer Merchant Jason Dutton-Smith 85www.wordconnect.com.au @morethanroute66
  86. 86. NILOFER - KEY TAKEAWAY Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 86
  87. 87. PARENT VS. BABYSITTER PARENTS – nurture and look out for the long term BABYSITTERS – short term only and hand off; your problem now Purpose bring out the best people, and the best in people Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 87
  88. 88. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 88
  89. 89. James Gunter Hummingbird for Content Strategists Head of Content - TruHearing A look into what the latest Google algorithm change, Hummingbird, means to Content Strategy. Jason Dutton-Smith 89www.wordconnect.com.au @morethanroute66
  90. 90. James Gunter Hummingbird for Content Strategists Head of Content - TruHearing What is hummingbird? – Deep, relevant, useful content What is Panda? – Duplicate content What is Penguin? – Spammy links, over optimised anchor key words Jason Dutton-Smith 90www.wordconnect.com.au @morethanroute66
  91. 91. James Gunter Hummingbird for Content Strategists Head of Content - TruHearing How do you avoid penalty? – What relationships are you creating? – Long form is better then short form – Create a unique voice with authority – Focus on becoming an entity (not just a brand) Jason Dutton-Smith 91www.wordconnect.com.au @morethanroute66
  92. 92. JAMES - KEY TAKEAWAY Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 92
  93. 93. IT’S EASIER TO TEACH CONTENT CREATORS SEO, THAN IT IS TO TEACH SEO’S TO CREATE GOOD CONTENT. Learn SEO reasonably rapidly. Writing takes a long time and understanding and constant work/practise. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 93
  94. 94. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 94
  95. 95. Andreas Woelk I’m Not a Fan! UX Design Lead - Stubhub Key learnings from Stubhub’s content research in Germany. Jason Dutton-Smith 95www.wordconnect.com.au @morethanroute66
  96. 96. Andreas Woelk I’m Not a Fan! UX Design Lead - Stubhub • How Hubstub turned a fuzzy subject like content into convincing data for leadership • How historical and cultural aspects can influence the way people perceive your content • How to adapt your tone and content strategy to resonate with local audiences Jason Dutton-Smith 96www.wordconnect.com.au @morethanroute66
  97. 97. ANDREAS - KEY TAKEAWAY Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 97
  98. 98. TEST YOUR MARKET BEFORE DIVING IN Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 98
  99. 99. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 99
  100. 100. Joe Pulizzi How to Build and Execute a Dominant Media Property. Founder at Content Marketing Institute - Author of Epic Content Marketing How to develop a Content Marketing plan and business model that makes sense for your brand. Jason Dutton-Smith 100www.wordconnect.com.au @morethanroute66
  101. 101. Joe Pulizzi How to Build and Execute a Dominant Media Property. Founder at Content Marketing Institute - Author of Epic Content Marketing Three reasons why we do something. Sales – are we going to make money Savings – can we save on cost Sunshine – happy customers, doing something for them Jason Dutton-Smith 101www.wordconnect.com.au @morethanroute66
  102. 102. Joe Pulizzi How to Build and Execute a Dominant Media Property. Founder at Content Marketing Institute - Author of Epic Content Marketing Don’t rely on Social Media 100% Build your content on your own real estate. Social Media is purely renting space and can not be controlled (eg Facebook community exposure) Do you rent or own your content? Social Media is like renting an apartment. Creating your own content on your own platform is like buying your own home. Jason Dutton-Smith 102www.wordconnect.com.au @morethanroute66
  103. 103. JOE - KEY TAKEAWAY Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 103
  104. 104. WHEN CONTENT FAILS WE ARE NOT BEING NICHE ENOUGH Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 104
  105. 105. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 105
  106. 106. Colleen Jones & Philip Wisniewski Oreos and Milk Content Science & Kanban Solutions 5 reasons content strategy and content engineering go together. Jason Dutton-Smith 106www.wordconnect.com.au @morethanroute66
  107. 107. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 107
  108. 108. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 108
  109. 109. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 109
  110. 110. COLLEEN & PHILIP - KEY TAKEAWAY Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 110
  111. 111. CONTENT YOU CANNOT IMPLEMENT IS JUST AN IDEA Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 111
  112. 112. Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 112
  113. 113. Austin Kleon Show your work Author of Newspaper Blackout & Steal Like an Artist. Show Your Work… Jason Dutton-Smith 113www.wordconnect.com.au @morethanroute66
  114. 114. Austin Kleon Show your work Author of Newspaper Blackout & Steal Like an Artist. Teaching becomes learning and sharing. Teaching is the way forward – give away the trade secret. Jason Dutton-Smith 114www.wordconnect.com.au @morethanroute66
  115. 115. Austin Kleon Show your work Author of Newspaper Blackout & Steal Like an Artist. Newspaper Blackout Jason Dutton-Smith 115www.wordconnect.com.au @morethanroute66
  116. 116. Austin Kleon Show your work Author of Newspaper Blackout & Steal Like an Artist. Jason Dutton-Smith 116www.wordconnect.com.au @morethanroute66
  117. 117. AUSTIN - KEY TAKEAWAY Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 117
  118. 118. IF YOU WANT FANS; YOU HAVE TO BE A FAN FIRST IF YOU WANT TO BE TALKED ABOUT; TALK ABOUT FIRST IF YOU WANT TO BE NOTICED; NOTICE INFLUENCERS FIRST Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 118
  119. 119. @morethanroute66 jason@wordconnect.com.au www.wordconnect.com.au Jason Dutton-Smith Blog – www.morethanroute66.com Jason Dutton-Smith www.wordconnect.com.au @morethanroute66 119

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