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We’re thrilled to announce the first-ever Brain Traffic Content Strategy Conference in Minneapolis, May 9-10, 2011.
And it’s gonna be fuuuuun.
Why?
Because we here at Brain Traffic love content strategy even more than we love cake. Because we’re dizzy with excitement about the way interest in content strategy is exploding. Because we love you and would like to meet you in person.
So! We thought it would be a great idea to host a great big content strategy get-together. Content strategy can radically improve the way our companies plan for, create, deliver, and govern our content. Doesn’t that sound like something worth celebrating?
What?
It’s a conference! Oh. I said that.
You’ll hear from passionate, pragmatic speakers who are recognized for their expertise in the fields of user experience, CMS, marketing, media/publishing, social media, and SEO. We’ll have authors and folks from agencies, small businesses, and enterprise-level organizations.
Both days will feature two keynote speakers and four breakout sessions. We’ll also be throwing a killer party or two. Of course.
Who?
Are you a marketer? Web manager? Publisher? Media strategist? Web strategist? Enterprise content manager? User experience designer? SEO strategist? Social media strategist? CMS consultant? Writer? Editor?
Yes?
Then you should come to this conference. Because everything you do involves a common, critical asset: content. And your content deserves strategic consideration beyond the standard reactive, last-minute, wild west content we usually end up publishing.
Where? When?
The conference will take place at the Hyatt Regency in Minneapolis, MN on May 9-10, 2011. When there is no snow. Usually.
How?
The conference website will launch sometime this fall. You’ll be able to register right away to take advantage of early-bird rates. We’ll announce the launch on Twitter (just follow @braintraffic); we’ll also announce via Facebook, LinkedIn, and several other locations. Just stay tuned!
What next?
Watch this space in the coming weeks…we’ll reveal more about the conference as the website launch gets closer.
In the meantime, guess what? …
What’s it called?
WE DON’T KNOW YET.
Hahahaha! No, uh, seriously. "Brain Traffic Content Strategy Conference" just kind of lacks that POW! ZAP! ZING! you usually like to see in a conference title. You know?
We'll figure it out soon enough. But, please, feel free to brainstorm below.
Questions?
Email us, and we'll do our best to get your questions answered.
Who's excited? WOOOOOO!!
Tags: content strategy conference
Posted in Brain Traffic, Content Strategy, Presentations, Uncategorized
Can't get enough of curation? Then do I have good news for YOU!
James Mathewson (Editor-in-Chief of ibm.com and the co-author of Audience, Relevance, and Search) graciously invited me to do a four-part podcast series on the topic of curation best practices. Interviewer Mike Moran (author of Do It Wrong Quickly and Search Engine Marketing, Inc) did a great job shaping each ten-minute conversation, and I enjoyed chatting with both of them.
Listen in as we talk about the opportunities obstacles associated with content curation online. Each podcast is ten minutes long and available to download for free on iTunes (links can be found in the embedded player).
Part 1: Companies around the Web are struggling to present the content their users seek from the social sphere. Is content curation the answer?
Part 2: What are some of the approaches companies are taking to aggregating social content? Which ones are most effective?
Part 3: How can we preserve a great user experience when delivering curated content?
Part 4: Are there instances in which content curation is really the only viable solution?
And hey, if you're interested in content curation, you really need to be following Erin Kissane's five-part series on content curation. I'm fairly sure there will be no need to ever write anything about content curation again once she's finished with it. Which may inspire in you a sigh of relief. Perhaps.
Enjoy!
Posted in Uncategorized
Yesterday around lunchtime, I decided I was in the mood for some green curry. There’s a Thai restaurant called Ginger Hop that’s just down the street from our office. I keep forgetting it’s there. But yesterday, I remembered. Deliciousness.
I went to the Google, searched for, and immediately found Ginger Hop. Went to their website, and wow! Is it beautiful!
The graphic captures the spirit of our neighborhood perfectly. Love the colors. Love the rickshaw and the dude in the boat. Love the photoshopped Grain Belt sign. The whole thing made me happy.
Now. Because there isn’t any real navigation system—only a few icons—I intuitively didn’t expect additional content pages on the site. So when I clicked on “Menu,” the PDF file that appeared didn’t surprise me. I read the menu, I ordered the food. And then I was done. It was fast, it was easy, and I enjoyed the experience.
In the moment, I also thought it was sort of funny that I’d had such a great experience on site with no copy. So I tweeted about it.
I didn’t think much of it. But half an hour later, when I went to check my Twitter replies, there were a LOT. Many were surprised—even disappointed—that I liked the site.
I couldn’t argue with any of these points. What’s worse is that the site actually is missing some really important, valuable content…for example, their live music schedule (which they post on Twitter, which how would I know that unless I clicked on their Twitter icon):
Conclusion? This site, while lovely and simple, is actually a bit of a train wreck when it comes to content. So why did I tell my entire Twitter audience—the majority of whom look to me for content strategy guidance and insights—that this was a standout restaurant website?
Because I assumed everyone else’s needs were exactly the same as mine.
Don’t do that.
Do user research (even if it's just talking to a few of your friends who like to eat out). Be diligent about conducting stakeholder interviews. Tool around on competitor websites. Don't just go straight to the exciting pow! of your visual design.
Doing content-focused research (considering product, process, and people) early in any design process—or as an ongoing activity to support iterative content improvements—will keep you from becoming fascinated by your own navel. Because at some point, we all mistake subjective opinions for objective analysis. And, inevitably, you’ll end up alienating some portion of your audience whose needs and preferences are much different from your own.
In closing, I will say that the green curry was quite good.
Posted in Uncategorized
Curation! O hai, new buzzword.
Content strategists, you’re likely already talking about curation. If you’re not, here’s the general premise:
1. There’s too much content out there.
2. Aggregating everything in one place—the “more content = more information = more value” formula—has been an unmitigated disaster.
3. Somebody—or something—needs to filter results to ensure that the content that’s being delivered to an individual or audience is relevant, useful, and satisfying.
4. Enter curation.
Great. We get that. This is a much better formula: curation = something or someone reviews a bunch of content (or apps) and finds the good stuff so I don’t have to.
But is that actually curation? Let us discuss.
Here’s how Dictionary.com defines it:
Late 14c., from O.Fr. curacion from L. curationem , noun of action from curare "to cure" (see cure)
Oh. Well. That’s not very helpful. Let’s try Oxford Dictionary for the verb, “curate”:
To select, organize, and look after the items in (a collection or exhibition).
Ah. I like where this is headed.
Lots of people have lots of ideas about content curation. Here are a few ideas I've curated (or something) from around the interwebs:
Curation works differently than simple search aggregation. Through advanced data tracking or human intervention, or both, content can be refined so as to be more pertinent to a given search. Rather than returning all the results, curation helps to build a collection of the most valuable results. – Mike Dilberto, Curation: It’s Not Just for Museums Anymore
If you think, as I do, that the mere act of editing adds value, does Google’s new test of human selection vs. algorithmic feed pass from the realm of “mere” aggregation into curation territory? How much value do we have to add before we call ourselves curators? – Ian Greenleigh, Am I Curating Yet?
The curator is an information chemist. He or she mixes atoms together in a way to build an info-molecule. Then adds value to that molecule. – Robert Scoble, The Seven Needs of Real-Time Curators
(I have no idea what Scoble is talking about, but as I’ve never had the opportunity to quote him in this blog before, I thought I’d jump on it here.)
If you're into curation and you want to make it a regular thing, there are some really interesting platforms in place (and more popping up) to support everything from individual to social media to enterprise content curation. And I understand why: if we’re going to invest time and energy in culling through all this content, we might as well invest money in smart tools to help us do it.
Now. There are some folks who believe that content creation "may not result in measurably better content than content curation.” Still others believe the idea of “curation” is a huge copout that allows us to continue to ignore the content mess we’ve gotten ourselves into. Or, as Mike Kane says in his post, Curation: A Dead Idea of Dead Thinking:
“Curation” and “curator” are the new buzzwords the dying dinosaurs of oldthink print publishing are clinging to just like overboarded Titanic passengers clung to skimpy lifebuoys in the freezing waters of the North Atlantic.
(Mmmmm. Delicious mixed metaphors.) Oh, also? You are not a curator:
You are, at best, a filter. You may make a name for yourself by excelling at some kind of selection process, but you are not a curator. “Curator” does not mean “I have good taste”. That just makes you some kind of fleshy gauze for the rest of us. The good come to us whilst all the pus and snot that came through your information media streams stay on your side. You are a makeshift step before a more advanced algorithm is invented.
Dude.
As usual, our position here at Brain Traffic is this: we don’t care what you call it. If it’s needed, just do the work. And I think this activity of content curation is much needed.
As content strategists, it is in fact our job to sort through the wasteland of content—both online and within the organizations we serve—to find the really valuable assets, to organize them in meaningful ways, and to ensure they’re properly cared for over time.
That’s my take on this whole curation situation. What’s yours?
Follow Kristina on Twitter: @halvorson
Posted in Uncategorized
Yes. Hello.
So, I had a super great post written for you with all these detailed, inspired thoughts about the traveling I've done and the people I've met, but when I tried to do a final save, WordPress ate it. No, my dog did. No, WordPress did. Wait, what?
(You type it in Notes/Word/Notepad, the formatting is wonky when you cut/paste. You type it in WordPress, it eats it. Blogging is dumb.)
Anyhow. Let me get to the point. But before I do, please ignore everything you just read. Because YOU NEED TO BLOG.
Everywhere I go, I'm hammering on people to go after public speaking gigs. Now I'm hammering on you to start writing (or, writing more) about content strategy.
You don't need to have all the answers. You don't even need to have a single answer. Here's a list of what you need:
- An interest in content strategy
(That's it. There is no "2".)
So that I may straightaway crush all of your brilliantly-crafted excuses, here's a long list of questions to get you started. I collected these from my Content Strategy Forum workshop participants. The questions range from the tactical to the philosophical. Pick one, and get busy.
I'll do the same.
• How do you see the relationship between a creative director and a content strategist?
• "Content strategy" is such a broad term. Do you think we would be better served by breaking it down further, e.g. "editorial strategy" and so on?
• What's my elevator speech when someone asks me what a content strategist is?
• How can we partner with global colleagues to create consistent content?
• Is editorial strategy a subset of content strategy? Or are they the same thing? If not, what's the difference?
• What are some talking points when building a business case for taking a more strategic approach to content planning?
• What should we be thinking about when working to implement a content strategy in a multilingual environment?
• What are some of the most important methods, tools, and templates to know about when developing and executing a content strategy?
• How can we convince stakeholders to invest in the audit and analysis phases?
• How can content strategy begin to resolve ownership issues between print content creators and web content editors?
• How can we sell content strategy as an integral part of the project planning process?
Posted in Uncategorized
On Monday, Altimer Group Partner Jeremiah Owyang published an article titled:
Make Your Corporate Websites Relevant by Integrating Facebook, Google, MySpace, Linked In, or Twitter
The post provides a detailed list of "feature attribute benefits of social integration," as well as "who offers what" for "social networking integration features." It’s a beautifully constructed post, the kind of post thousands of marketers will likely print and refer to as a daily resource when planning their social media initiatives.
Now. I am a reasonable person. I fully recognize that Owyang is one of the leading, most well-respected social media analysts in the world. He blogs for the Forbes CMO Network, he speaks internationally about social media, and is an all-around highly influential guy. This reputation is likely well-deserved.
However. When one wields such powerful influence over powerful people, one must wield said influence responsibly. And, in my opinion, this is one irresponsible article.
Three years ago…
Monday’s post is presented in the context of an article Owyang wrote three years ago, titled "How To Evolve Your Irrelevant Corporate Website." Why did Owyang think our websites were irrelvant? Because most of the content on those websites was "an unbelievable collection of hyperbole, artificial branding, and pro-corporate content" that utterly failed to support any part of the customer sales lifecycle. Especially from the customers’ perspective.
Owyang’s position at the time was that the corporate website, as we knew it, was a lost cause. In fact, Owyang suggested that the only way we could ensure our websites remained relevant was to collaborate with our customers as equals in planning and producing content.
I remember this post well, because his "disruptive" ideas struck me as ridiculous. If we apparently still hadn’t figured out how to effectively plan for, create, deliver, and govern our own website content, how the hell were we going to incorporate user-generated content into the mix?
Obviously, I was in the skeptical minority. And skeptics are never sexy.
And then the world blew up.
Of course, conversations about social media exploded. Our customers were talking, and, if we were going to survive over the coming years, we needed to listen. So we rushed to find out where our customers were, what they were saying, and to engage them in conversation about our products and services. Simultaneously, CMOs demanded brand presence on YouTube, Facebook, MySpace, Twitter. Never mind why. Just get us there.
Now, look. It’s not my intention to downplay the importance and omnipresence of social media. Like anyone else who has a pulse, I believe in the power and potential of well-planned, well-executed, corporate social media initiatives. I believe it is our responsibility (and an unprecedented business opportunity) to meet our customers where they are, to listen, and to engage.
Social media, itself, is not the problem.
Here’s the problem, and it’s a doozy: to support our social media initiatives, we churned out content. Meanwhile, our marketing teams continued to publish content. Corporate communications, advertising partners, public relations, product and service managers… the flood of content continued.
And it continues today. Unchecked. Unmonitored. Unable to be measured. Inconsistent. Outdated. Out of control. More of the "hyperbole, artifical branding, and pro-corporate content" Owyang rightfully criticized as "irrelevant."
Content that no one cares about.
And now, this. As of Monday, Owyang appears to have forgotten about the content part of things altogether. Because now what he is proposing is that website "relevance" can be achieved by using "products that allow thriving communities of buyers and prospects to connect with static corporate sites."
The same static corporate websites that, for all intents and purposes, likely still suck.
Now we come to the irresponsible part.
CMOs and their counterparts looooove this kind of post. It’s well-researched, more or less comprehensive, concise, and well-constructed. I’m sure this has already been circulated (634 retweets to date!), printed, and discussed in meetings all over the country, if not the world. It’s an attractive post because it more or less sums up what we need to consider when choosing social media features for our websites. As Owyang puts it, the matrix is a resource to "fast forward research activies." It’s a matrix that, if referenced judiciously, Owyang promises will help us to make our corporate websites relevant.
He’s wrong.
By focusing solely on social media’s features, Owyang continues to perpetuate the pervasive illusion that, if we choose the right tools, our customers will converse with us, talk about us, and share our content.
You know. The "hyperbole, artifical branding, and pro-corporate content" most of our websites still feature.
The relevancy of our corporate websites is not dependent whatsoever on which social media widgets have been deployed throughout the site. Its relevancy is driven by our site content, no matter who is creating it. And that content requires as much, if not more, strategic planning and consistent oversight as do our social media initiatives.
Hey, CMOs: I’m talking to you.
It’s time for executive leadership to stop being distracted by social media features, "disruptive technologies," and the like. These are bright, shiny objects that pull focus from what makes or breaks every corporate website: whether or not your customers can find, use, and act upon content they care about. The stuff they came for. The stuff they want. The stuff they need.
Make your corporate website relevant by having a well-founded, sustainable content strategy. Let that content strategy inform the kind of content you create and share, how you share it, how you engage, and how you react. Define process. Allocate resources to content creation and maintenance. Align on content governance policies and guidelines.
So, go ahead. Print up that article. But take a big Sharpie and cross out the title. In its place, write this:
Social Media Features To Consider… Once We Have a Content Strategy
Kristina Halvorson is the CEO/Founder of Brain Traffic and the author of Content Strategy for the Web. Follow her on Twitter.
Posted in Uncategorized
In January of 2009, I started telling people that content strategy would be the next big focus for organizations worldwide. I even went so far as to say, “Content strategy will soon be getting more attention than social media.”
Lots of folks smiled encouragingly, patted my shoulder, and told me to get back to my style guides. Some people just laughed at me. And that’s when I hit them over the head with my content inventory. Bam!
Well. Guess what.
Numbers don’t lie.
Here’s a look at Google search returns for “social media” over the past few years:
2005: 9,150,000
2006: 41,600,000
2007: 165,000,000
2008: 359,000,000
2009: 1,230,000,000
And now, here’s a look at Google search returns for “content strategy":
2006: 5,930,000
2007: 8,340,000
2008: 137,000,000
2009: 337,000,000
I’ll refrain from saying "I told you so." I’m classy like that.
Content strategy is more or less on the same trajectory as social media was three years ago. Why?
I think it’s because the reality of social media initiatives—that they’re internal commitments, not advertising campaigns—has derailed more than a few organizations from really implementing effective, measurable programs. Most companies can’t sustain social media engagement because they lack the internal editorial infrastructure to support it.
They don’t have a content strategy.
It’s not that this hasn’t been a problem for years. It’s simply that social media has made the problem more obvious (and more public) than ever before.
“Everything starts with a mission, and is fortified by the content we create.”
Social media rockstar Brian Solis recently published a landmark article that finally begins to identify social media for what it is: a component of content strategy.
One of the greatest challenges I encounter today is not the willingness of a brand to engage, but its ability to create. When blueprinting a social media strategy, enthusiasm and support typically derails when examining the resources and commitment required to produce regular content.
He goes on to say:
In the near future, brands and organizations will create new or augment existing roles for editors and publishers to create timely, relevant, and captivating content on all social media channels. This work is in addition to the other reactive and proactive social media campaigns that are already in progress.
Solis discusses the need for publishing calendars, editorial oversight, content performance analysis, and cross-discipline collaboration:
New media necessitates a collaboration between all teams involved in creating and distributing content, including advertising, interactive, communications, brand, and marketing — with an editorial role connecting the dots.
Is this sounding at all familiar?
This is enterprise content strategy in action. And it’s not just going to help us get social media right. It’s going to fix our content.
I’m not just talkin’ style guides, here.
Last year, I wrote a book called
Content Strategy for the Web. It offers a pretty straightforward approach to planning for content in your web initiatives. The good news: I’m starting to get daily emails from people telling me how radically it’s changing their project processes and outcomes (in a good way, thank you very much).
And so, obviously, I’m a big fan of content strategy at the web-project level. It brings happiness and joy to all who practice it. (It makes us so happy here at Brain Traffic, it’s all we do.)
But content strategy isn’t only about projects, and it’s certainly not just for websites.
That said, web projects are a terrific place to see content strategy in action. At the project level, we see almost immediately how content strategy’s tools and methods can literally transform how we consider and care for our content, how they can streamline processes and conserve resources. We can quickly measure our customers’ reactions to finally getting useful, usable, engaging, actionable content.
But once we’ve witnessed content strategy’s effectiveness at the project level, it’s time to take several steps back and examine our organizations. Because content strategy can’t be truly effective over the long term without an internal editorial infrastructure to support it. And that means widespread organizational change.
The proof is in the practice.
At its core, content strategy isn’t really about content inventories, or messaging, or publishing calendars, or governance policies. It’s a way of thinking that has direct impact on the way we do business. And the way we do business must include a clear focus on how we create, deliver, and govern our content. Because more than ever before in the history of commerce, content has become one of our most valuable business assets.
It’s here. It’s real. Content strategy is the next big thing. But, people, let’s not do what we’ve been doing for so many years with the trends the pundits sell us. Let’s not gloss over content strategy by focusing solely on what we should be doing; let’s also focus on the why and how. Let’s work together to dive into the mechanics of it, the driving philosophies, the real-world resource requirements. Let’s share success stories from brands both big and small. Let’s not confuse tactics for an achievable, measurable plan.
Let’s start considering content at the strategic level so we can start to deliver the right stuff: content that matters, both to our audiences and to our bottom line.
Posted in Content Strategy
Every time I give a content strategy workshop, there are two things I hear from participants.
The first is this:
We’re still doing content wrong in our company, and I’m really embarrassed about it.
Even if these aren’t the exact words attendees use, it’s the message they’re sending loud and clear every time they raise their hand to ask a question. “Sorry my company is so behind the curve, but…” or “I realize everyone else knows what they’re doing, but…”
Let me tell you something: There are very, very few organizations that actually have their acts together when it comes to content. Furthermore, no one knows where to start fixing their content. Tools? People? Time? Nonexistent.
Yet.
You’re not late to the party. The conversation has only begun.
Here’s the second thing I hear:
This is hard.
Well, HELL YES, it’s hard. You’re not going to leave a workshop or a one-hour talk and go back to your company and suddenly find yourself with funding and staff and group hugs. (If that were the case, I would charge a lot more. Booyah.)
There’s a reason content strategy is The Next Big Thing, and it’s not because it’s easy or cheap. It’s because content is a huge, pain-in-the-ass, expensive, out-of-control problem. And, as with any big messy problem, getting to a solution is going to take time. Creating a smart plan for the creation, delivery, and governance of your web content means research and reflection. Trial and error. And selling your plan to The Powers that Be—winning attention, approval, and resources—is going to take even longer.
Be. Patient.
Ask smart questions. Be brave about sharing your insights. Don’t hesitate to point out what’s broken, or how your competition is doing it better. Use SEO results (or lack thereof) and content inventories and workflow analyses and anything else you can think of to frame your content problem.
Remember: While content strategy isn’t new, the conversation is. And it’s early. Don’t be in a huge rush, and don’t lose hope.
Patience. Persistence. A sense of humor. You’ll need them all if you want content strategy. Now, get to it.
Posted in Content Strategy, Web Content, Web Writing
I know this will likely come as a shock to many of you, but I have a Twitter alert set up for “content strategy.”
It’s really extraordinary how the tweets about content strategy have EXPLODED over the past few months. A year ago, maybe I’d see one or two a day. Now, hourly, it’s mentioned dozens of times.
The thing that fascinates me is that it’s being used in about a hundred different contexts to mean a hundred different things.
Now, I don’t really care that people are using the term inconsistently. I’m not altogether invested in figuring out The One and Only Definition. What bugs me is that we seem to be missing the point altogether.
Content strategy isn’t just what content you publish. It isn’t deciding to publish more content than before. It’s not where you distribute it. It’s not a blog, and it’s not Twitter. And it definitely isn’t all about getting SEO results.
Content strategy is a plan to get you from where you are now with your current content (assets, operations, distribution, maintenance, and so on), to where you want to be. But for some reason, we want to skip that part and rush ahead to the execution piece. Which is why we tend to mix up content strategy … with tactics.
Is it a blog?
Early in the week,
Valeria Maltoni (ConversationAgent.com) wrote a terrific post called How to Develop a Content Strategy Process. I really admire the hell out of Valeria and was thrilled to see her tackle this topic. However, a few paragraphs into the post, I realized that she was specifically talking about how to plan for blog content.
If you’re a small business or an independent consultant, your blog may very well be 99 percent of your content. In this case, Valeria’s post is on the money. But for a mid-sized or large organization, if social media content is conceived and created in a silo (or siloes) apart from the organization’s other content channels, it opens the door for inconsistent messaging, irrelevant content for current target audiences, and so on. So it’s important to understand that a blog, like all social media, is (among other things) a channel through which to distribute branded content.
[Note: Just discovered that Valeria has changed the title of the post to “How to Develop a Content Strategy Process (for your blog)”.]
Is it where you get content?
Interesting content strategy thought. Newspaper is best of, Internet is more of, mobile is instant.
What he’s talking about, here, is a little bit of a mishmash. The newspaper supposedly curates the “best of” content (editorial curation). The Internet gives us “more of” content (volume). Mobile gives us instant “access to” content (distribution channel).
These are all components of content strategy, but none of them really is, per se, a content strategy.
Is it whether you pay for content?
Then we have the big brouhaha over The New York Times paid content model that was announced last week. In follow-up discussions, lots of bloggers referred to it as their paid “content strategy.” Is it? Or is it just a new business model?
(Note that The New York Times press release did not refer to the plans as a “content strategy.”)
Or is it… something else?
A few other mentions of content strategy, all of which are totally different from one another:
Okay. What the hell is it?
The most important thing to understand is this: Content strategy isn’t a bunch of tactics. It’s a plan.
It’s a well-founded plan, fueled by your business objectives and user goals. An achievable plan, created with your current business reality, content assets, and limited resources in mind. A future plan, for what’s going to happen to your content once you send it off into the world. And, most importantly, a profitable plan, where your measures of success ultimately have impact on your organization’s bottom line.
So, folks, let’s try not to gloss over this process as the industry’s latest “shiny new object.” Instead, let’s talk about content strategy as a way of doing business, a way of looking at our content not as a commodity but as a valuable business asset, worthy of our strategic consideration.
Posted in Uncategorized
Happy New Year!
(My New Year’s resolution was not to resolve anything this year. So far, I’m doing great.)
Say, I’ve gotten several requests for the "hive" diagram I use in presentations. It’s a simple, visual example of how web project team roles interact with one another.
This is it:
(click to see full-sized image)
I found the diagram on
Skillset.org back in ’08, but apparently they’ve pulled it down since then. So, as my gift to you, here it is. Wield it within your organizations at will.
Posted in Content Strategy, Editorial Strategy, Uncategorized, User Experience, Web Content, Web Writing
