Whether you’re a blogger, a user experience designer, a social media maven, an SEO practitioner, a small business person, a corporate marketing professional, a CMS developer, an information architect.... We may have different relationships with content, but we all generally accept that “Content is King.” That said, not all kings are good. Yet, creating and delivering good content it more important than ever. Understanding what Content Strategy is and how to apply the fundamentals to our work will help our content to be more effective, whether our focus is on creating the content itself, using it to engage an audience, or designing methods to deliver it.
There are many definitions of Content Strategy. In general, the focus of Content Strategy is on identifying, creating, delivering and maintaining content. This presentation will cover the fundamentals of Content Strategy, and provide you with ways to apply Content Strategy methodologies to the work you do. Some things we’ll likely cover:
- Why digital content – and good content – is more important than ever.
- How to identify and prioritize the development of the right content.
- Why “Content Strategy” should be the foundation for user experience design, social media strategy, SEO, search marketing, email marketing and other digital content publishing and promotional activities.
- Why the “Persona” is more than a fluffy marketing document, and should be a foundational tool for content professionals.
- How to apply a few basic Content Strategy approaches and tools to what you’re working on now.
- Why focusing on the latest new topics to blog about may not be the best strategy for engaging with your target audience.
- Where to look for good resources to further study Content Strategy.
Jim Woolfrey is Portland-based content strategist and content marketing consultant, and is the founder and one of the organizers of the Content Strategy PDX meetup. Jim has more than 18 years of digital marketing experience -- split about 50/50 between digital marketing agencies and the corporate marketing organizations. About half of his career has been within B2B technology companies, building and managing digital marketing programs with a strong focus on demand generation and sales lead generation. The other half of his career has been within digital marketing and advertising agencies – as an account director, creative director, content strategist, project manager, producer. Over the last half dozen years, Jim has been focused on developing and applying Content Strategy methodologies to digital marketing.