It's only words? Working with Content Strategy - Charlie Peverett - iCrossing UK
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The document discusses content strategy and how it has become more complex over time. It notes that in 2012, content is created by many different parts of an organization and is expected to achieve multiple objectives. It defines content strategy as "planning for content creation, delivery, and governance" and discusses how it brings together different activities, objectives, and users around content. Finally, it provides some tips for working with content strategy such as using common terminology, learning from relevant books and publications, and understanding search marketing value at every stage of strategy.
![Social sharing buttons ☑
Great content ☑
[something else] ☑](https://image.slidesharecdn.com/charliepeverettbrightonseopresfinal2-120412153603-phpapp02/85/It-s-only-words-Working-with-Content-Strategy-Charlie-Peverett-iCrossing-UK-17-320.jpg)
![What do we mean by „content‟?
• words
• pictures
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• audio
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video
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![Social sharing buttons ☑
Great content ☑
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![Engagement
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Awareness Content
Retention
Sales
Visibility](https://image.slidesharecdn.com/charliepeverettbrightonseopresfinal2-120412153603-phpapp02/85/It-s-only-words-Working-with-Content-Strategy-Charlie-Peverett-iCrossing-UK-33-320.jpg)
![Engagement
[all potentially seen by]
Awareness Users
Retention
Sales
Visibility](https://image.slidesharecdn.com/charliepeverettbrightonseopresfinal2-120412153603-phpapp02/85/It-s-only-words-Working-with-Content-Strategy-Charlie-Peverett-iCrossing-UK-34-320.jpg)
![Visibility
Sales
Retention
Engagement
Awareness
[and therefore increasingly
important to]
Brand](https://image.slidesharecdn.com/charliepeverettbrightonseopresfinal2-120412153603-phpapp02/85/It-s-only-words-Working-with-Content-Strategy-Charlie-Peverett-iCrossing-UK-35-320.jpg)
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It's only words? Working with Content Strategy - Charlie Peverett - iCrossing UK
- 1. IT‟S ONLY WORDS? Working with Content Strategy Charlie Peverett
- 2. The story so far
- 3. The story so far SEO
- 4. The story so far UX SEO designers
- 5. The story so far UX SEO designers Editors
- 6. The story so far UX SEO designers Editors Ordinary decent citizens
- 7. The story so far UX SEO designers Web Editors 2 point Tot0 Ordinary decent citizens
- 8. The story so far UX SEO designers WTF? Web Editors 2 point Tot0 Ordinary decent citizens
- 9. Web 2 Point Toto
- 10. I like to pull back curtains.
- 11. When I pull that curtain back…
- 13. So I saw this presentation from a white-hat SEO company, and it went like this…
- 14. “Three important ways to improve your visibility in search:”
- 15. Social sharing buttons ☑
- 16. Social sharing buttons ☑ Great content ☑
- 17. Social sharing buttons ☑ Great content ☑ [something else] ☑
- 18. “We‟re going to need a bigger checkbox”
- 19. What do we mean by „content‟?
- 20. What do we mean by „content‟? • words • pictures • video • audio • tools • data • [etc]
- 21. What do we mean by „content‟? • words • pictures • • • • video audio tools data } • [etc]
- 22. What do we mean by „content‟? • words in short: • pictures • • • • video audio tools data } • [etc]
- 23. What do we mean by „content‟? • words in short: • pictures • • • • video audio tools data } The assets with which we communicate with • [etc] our users
- 24. Who creates content online?
- 25. Who creates content online? 2001: IT, SEO, early e-commerce
- 26. Who creates content online? 2001: IT, SEO, early e-commerce 2006: IT, SEO, e-commerce, customer services
- 27. Who creates content online? 2001: IT, SEO, early e-commerce 2006: IT, SEO, e-commerce, customer services 2012: IT, SEO, e-commerce, customer services, brand, PR, CSR, the CEO, six different retained agencies, that bloke down the street, your gran, etc.
- 28. That means, in 2012: Content is political It‟s often expected to achieve multiple objectives „Great content‟ is expensive
- 29. Social sharing buttons ☑ Great content ☑ [something else] ☑
- 30. Content strategy: “The practice of planning for content creation, delivery, and governance.” - Kristina Halvorson
- 31. UGC PR Different activities Customer service } Product SEO
- 32. Engagement Awareness Different objectives Retention } Sales Visibility
- 33. Engagement [largely manifesting as] Awareness Content Retention Sales Visibility
- 34. Engagement [all potentially seen by] Awareness Users Retention Sales Visibility
- 35. Visibility Sales Retention Engagement Awareness [and therefore increasingly important to] Brand
- 36. Engagement Awareness Content strategy Brand Users Retention Sales Visibility
- 37. Tips for working with content strategy
- 38. 1.) Speak the same language
- 39. “Linkbait”
- 40. “Linkbait” “Over-optimisation”
- 41. “Linkbait” “Over-optimisation” “Using bloggers”
- 42. 2.) Read *that* book
- 43. 2.) Read *that* book
- 45. 3.) Know your value
- 46. Search insight is valuable at every stage Evaluation Discovery Objectives Strategic planning Program implementation
- 47. There are just a lot more voices around the table
- 48. Thanks! Charlie Peverett @cpev
- 49. Image credits Satsuma image licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 2.0 License by the Soil-Net Library at Cranfield University http://www.soil-net.com/album/Plants/Fruit_Veg/slides/FruitVeg%20Satsuma.html Cliché swear box and Lorem Ipsum t-shirt images by @cpev http://www.flickr.com/photos/cpev Sparrows at table – “Feeding frenzy” by photogramma1, on Flickr http://www.flickr.com/photos/photogramma1/4002693159
Editor's Notes
- #3: Arriving at an SEO agency in 2007
- #4: Found out stuff about how Google & search marketing worked
- #5: Shocking
- #6: Shocking
- #7: Shocking
- #8: But social media (aka Web 2 point Toto) has pulled back the curtain on this and lots of other behind-the-scenes practices
- #9: And we’re not in Kansas anymore.
- #10: Speech bubble: “I like to pull back curtains”“If you look dodgy when I pull that curtain back…”“Everyone will see”“Woof”
- #11: Speech bubble: “I like to pull back curtains”“If you look dodgy when I pull that curtain back…”“Everyone will see”“Woof”
- #12: Speech bubble: “I like to pull back curtains”“If you look dodgy when I pull that curtain back…”“Everyone will see”“Woof”
- #13: Speech bubble: “I like to pull back curtains”“If you look dodgy when I pull that curtain back…”“Everyone will see”“Woof”
- #14: Add tick boxes on right
- #15: Add tick boxes on right
- #18: I can’t remember what the third one was. “Get Justin Bieber to link to you on Twitter”, probably. I was too distracted by the ‘Great content’ line. [Add tick boxes on right]
- #19: OR A SHARK WILL BITE YOU ON THE ARSE
- #24: I know I should do transitions but that’s some kind of witchcraft.
- #30: Ergo, it’s not the kind of thing you’re going to tick off in a checkbox.If we continually to treat content as though it is a fix, we will get bitten on the arse by the great white shark of reality. [Add tick boxes on right]
- #31: Note: that’s ‘content’ – not ‘content for links’ or ‘content for landing pages’
- #32: Note: that’s ‘content’ – not ‘content for links’ or ‘content for landing pages’
- #33: Note: that’s ‘content’ – not ‘content for links’ or ‘content for landing pages’
- #34: Note: that’s ‘content’ – not ‘content for links’ or ‘content for landing pages’
- #35: Note: that’s ‘content’ – not ‘content for links’ or ‘content for landing pages’
- #36: Note: that’s ‘content’ – not ‘content for links’ or ‘content for landing pages’
- #37: Note: that’s ‘content’ – not ‘content for links’ or ‘content for landing pages’
- #38: Note: that’s ‘content’ – not ‘content for links’ or ‘content for landing pages’
- #40: Words that should be banned #1.‘Linkbait’ could make the person you’re talking to a little bit sick in the mouth.If you make the person you’re talking to a little bit sick in the mouth, they may not be able to talk to you very well, as they’ll be holding sick in their mouth.
- #41: Optimisation = to make the best. Over-optimisation: making stuff *too* good? Will Google penalise you for being *too good*?
- #42: Does this really need any explanation?
- #43: Read ‘Content Strategy for the Web’
- #44: Read ‘Content Strategy for the Web’
- #45: Read our iCrossing ebook… ‘How to plan a content strategy: a guide for online marketers’
- #47: From keyword research and obstacle analysis, through planning and creating content to evaluation….
- #48: SEO is now one of many voices around the same table
- #49: This is my stupid T-shirt. http://www.flickr.com/photos/cpev/6123443244/in/photostream
- #50: I want to marry Flickr and everyone on it.