Consistency in ContentIt’s more important than you think.

SMX Advanced Seattle, Washington June 12, 2013

Vanessa Casavant @vancasavantMarketing Communications Specialist, GeoEngineers

“Content strategy is the development of a repeatable process that manages content throughout the entire content lifecycle. And that means, from planning to creation to management within the CMS, to publishing, to post-publishing activities, and back through the next iteration of planning, and so on.”

— Rahel Anne Bailie, Principal of Intentional Design, Inc.

What is content strategy?

Posted in LinkedIn Content Strategy group on January 28, 2011http://www.linkedin.com/groups/I-challenge-any-CS-group-1879338.S.41243331

Content is political.

Why is content political?

REPORTERS, PHOTOGRAPHERS, GRAPHIC DESIGNERS,FACT CHECKERS, LIBRARIANS, RESEARCHERS

DESK EDITORS&

COPY EDITORS.

MANAGING EDITORS&

ART DIRECTORS

PUBLISHER&

EXECUTIVE EDITOR

EDITORIALPROCESS

Content strategy isn’t new.Newsrooms have used content strategy for hundreds of years.

Content strategy is change management.

Shaping the path.Use existing hierarchy to help shape an editorial process.

DEVOLOPERS, WRITERS, DESIGNERS, CUSTOMER SERVICE REPS, CONSULTANTS, ETC.

TEAM DIRECTORS.

NATIONAL PROJECT DIRECTOR

FEDERAL PROJECT OFFICER

AdoptUSKids

Process for creating new web pages

Process for creating new web pages

Process for adding new web pages

Lifecycle for one page of web contentJust one little page out of hundreds.

418% increase in website visits(5.5 million to 23 million)

550% increase in return visitors(2 million to 11 million)

81% increase in familyemail subscriptions

Open rates higher than industry standard for nonprofits and governments

418% increase in website visits(5.5 million to 23 million)

550% increase in return visitors(2 million to 11 million)

100% increase in email subscriptions

Open rates higher than industry standard for nonprofits and governments

200% increase in social media followingon Facebook and Twitter

318% increase in website visits(5.5 million to 23 million)

450% increase in return visitors(2 million to 11 million)

Consistency in content is consistency in voice.I promise, your brand will thank you for it.

Vanessa CasavantMarketing Communications Specialist, GeoEngineers

@vancasavant