The ROI of Content Strategy

This talk was a closing keynote reminder to content strategists interested in trying to convince senior leadership about investing more into content strategy.

Transcript

1. The ROI Of Content Strategy
   Collective Conference Atlanta
   Ron Bronson
   

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2. About Ron
   Play Cousins (Nordic Strategy Lab)
   Strategist at large. (Service design, digital, UX & product)
   Curator, Aggregate Conference (#GGRGT)
   

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3. “More people select products and services based
   on the total experience they have. To meet
   market expectations, it’s imperative to align
   around end-to-end experiences.” -
   James Kalbach (Mapping Experiences)
   

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5. Where I work: The decision journey
   

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6. What does the price of soda have to
   do with content strategy?
   

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7. Junk food is cheaper than quality.
   Same with content.
   

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8. “Most organization’s websites aren’t focused
   on customer satisfaction and competitive
   advantage, but are bureaucratic dumping
   grounds.”
   -Arkadi Kulhmann
   

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9. How do I get people to care about
   content strategy?
   

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10. “When strategy works, we tend to remember
    what was accomplished, not the possibilities
    that were set aside.” - Richard Rumelt
    

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11. An example
    

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12. 192 Content Authors
    Over 52,000 pages
    44 websites
    1 team managing all these properties
    And no dedicated content strategist.
    

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13. Our solutions roadmap:
    ● Executive sponsorship
    ● Educate stakeholders
    ● Dashboards (analytics, heatmapping, real-
    time)
    ● Consider the depth of engagement
    ● Loyalty > visits
    

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14. Consider content debt
    ● content that was never created
    ● content that’s out of date
    ● content that’s duplicated elsewhere
    ● content that lives in the wrong place
    ● content that’s inconsistent (eg. doesn’t follow editorial and
    brand standards)
    

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15. “Clutter is what happens when we fill a page
    with things a user doesn’t care about”
    - Jared Spool
    

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16. Most content strategy problems
    are organizational design
    problems.
    

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18. “There is a difference between
    HAVING a content strategy and
    DOING content strategy.”
    - Carrie Hane
    

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19. Your job isn’t to turn everyone
    in your company into a content
    strategist.
    

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20. Victor Papanek,“Design for the real world”
    

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21. Tusen Takk.
    @ronbronson
    ron@rbsg.dk
    ronbronson.com
    

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