It's only words? Working with Content Strategy - Charlie Peverett - iCrossing UK
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![Page 1: It's only words? Working with Content Strategy - Charlie Peverett - iCrossing UK](https://reader033.fdocuments.us/reader033/viewer/2022061209/548c09ffb47959db0a8b4718/html5/thumbnails/1.jpg)
IT’S ONLY WORDS?Working with Content Strategy
Charlie Peverett
![Page 2: It's only words? Working with Content Strategy - Charlie Peverett - iCrossing UK](https://reader033.fdocuments.us/reader033/viewer/2022061209/548c09ffb47959db0a8b4718/html5/thumbnails/2.jpg)
The story so far
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The story so far
SEO
![Page 4: It's only words? Working with Content Strategy - Charlie Peverett - iCrossing UK](https://reader033.fdocuments.us/reader033/viewer/2022061209/548c09ffb47959db0a8b4718/html5/thumbnails/4.jpg)
The story so far
SEOUX
designers
![Page 5: It's only words? Working with Content Strategy - Charlie Peverett - iCrossing UK](https://reader033.fdocuments.us/reader033/viewer/2022061209/548c09ffb47959db0a8b4718/html5/thumbnails/5.jpg)
The story so far
SEOUX
designers
Editors
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The story so far
SEOUX
designers
Editors
Ordinary decent citizens
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The story so far
SEOUX
designers
Editors
Ordinary decent citizens
Web2
point Tot0
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The story so far
SEOUX
designers
Editors
Ordinary decent citizens
Web2
point Tot0
WTF?
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Web 2 Point Toto
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I like to pull back
curtains.
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When I pull that curtain
back…
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EVERYONE WILL SEE!
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So I saw this presentation from a white-hat SEO company, and it went like this…
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“Three important ways to improve your visibility in search:”
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Social sharing buttons ☑
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Social sharing buttons ☑
Great content ☑
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Social sharing buttons ☑
Great content ☑
[something else] ☑
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“We’re going to need a bigger checkbox”
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What do we mean by ‘content’?
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What do we mean by ‘content’?
• words• pictures• video• audio• tools • data
• [etc]
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What do we mean by ‘content’?
• words• pictures• video• audio• tools • data
• [etc]
}
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What do we mean by ‘content’?
• words• pictures• video• audio• tools • data
• [etc]
}in short:
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What do we mean by ‘content’?
• words• pictures• video• audio• tools • data
• [etc]
}in short:
The
assets with which we communicate with our users
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Who creates content online?
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Who creates content online?
2001: IT, SEO, early e-commerce
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Who creates content online?
2001: IT, SEO, early e-commerce
2006: IT, SEO, e-commerce, customer services
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Who creates content online?
2001: IT, SEO, early e-commerce
2006: IT, SEO, e-commerce, customer services2012: IT, SEO, e-commerce, customer services, brand, PR, CSR, the CEO, six different retained agencies, that bloke down the street, your gran, etc.
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That means, in 2012:
Content is political
It’s often expected to achieve multiple objectives
‘Great content’ is expensive
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Social sharing buttons ☑
Great content ☑
[something else] ☑
Nul
points
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“The practice of planning for content creation, delivery, and governance.”- Kristina
Halvorson
Content strategy:
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SEO
Pro
duct
Custo
mer
serv
ice
PR
UG
C
Different activities }
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Visib
ility
Sale
s
Rete
ntio
n
Aw
are
ness
Engagem
ent}
Different objectives
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Visib
ility
Sale
s
Rete
ntio
n
Aw
are
ness
Engagem
ent
[largely manifesting as]
Content
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Visib
ility
Sale
s
Rete
ntio
n
Aw
are
ness
Engagem
ent
[all potentially seen by]
Users
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Visib
ility
Sale
s
Rete
ntio
n
Aw
are
ness
Engagem
ent
[and therefore increasingly important to]
Brand
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Visib
ility
Sale
s
Rete
ntio
n
Aw
are
ness
Engagem
ent
Content strategy
Users
Brand
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Tips for working with content strategy
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1.) Speak the same language
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“Linkbait”
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“Linkbait”
“Over-optimisation”
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“Linkbait”
“Over-optimisation”
“Using bloggers”
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2.) Read *that* book
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2.) Read *that* book
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And this one.
It’s free!
[/shamelessplug]
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3.) Know your value
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Search insight is valuable at every stage
Discovery Objectives Strategic planning Program implementation
Evaluation
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There are just a lot more voices around the table
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Thanks!
Charlie Peverett @cpev
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Image creditsSatsuma 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