Wanted to share an excellent presentation from my good friend (and past content strategy co-presenter) Kristina Halvorson (@halvorson) from Brain Traffic.
Couple of points that I think are important to pull out of this presentation:
- Everything you do today in marketing can and should be web content (see Slide 55).
- Readers of this blog already know this, but the role of what we call the “content strategist” is one of most important roles in a marketing organization. Any aspiring journalists out there? Start the path to becoming a content strategist.
- Content, or the delivery of valuable information for your customers to evoke some action, is often discounted by brands (a pesky, last-minute detail).
- Unorganized, irrelevant content will confuse customers and hurt the brand. Relevant, organized content is an asset (and a powerful one at that).
I especially love the commentary on how we are “using brands” today. Yesterday Gerber…Today Babycenter.com. Yesterday Hush Puppies…Today Zappos.com.
Nice job Kristina.
