Austin360 blogs > Digital Savant > Archives > 2010 > March > 13 > Entry
SXSW panel: Content Strategy FTW
Time: 3:30 p.m.
Panelist: Kristina Halvorson, founder and president of Brain Traffic.
The gist: And introduction to what content strategy is and why it’s important. Halvorson compared the current world of Web content to the piles of trash that cover Earth in the movie “Wall-E.” And she’s tired of all that garbage.
Quotes: “It’s the content that we leave out there to die on the vine that hurts our brands the most.”
Takeaways: Content strategy centers on what we want people to do or understand when they visit a site. Anything on your site that doesn’t support your users’ goals or your business’s objectives should go.
What you can do to improve content no matter your role:
— Audit. List what’s on your site and other places such as your company’s Facebook page. What’s broken? What are the easy wins (the redundant, outdated or trivial things you can fix quickly)?
— Ask. When others say a site needs content, ask why, who will do it, when, with what, etc.?
— Analyze. What are all the factors that have an impact on your content? What else is going on in your company that affects you?
— Align. Align everyone around a content life cycle. Content evolves and changes.
— Assume responsibility. When you put content online, you are a publisher. It is our job to ask “what about the content?”
The results of content strategy are better user experience, greater brand consistency, new operational efficiencies, better risk management through better controls, improved SEO and analytics, more effective personalization and targeting.
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