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Webinar Recording

First 'What,' then 'How' – Where content strategy really begins

Understand the relationship between an organisation and its content to deliver an effective content strategy.

About this webinar

If you already know about content strategy, its value is obvious. Having a plan for creating and managing user-centered content that delivers business results is essential to ensure that resources are well spent and target audiences have the best possible brand or user experience.When organisations realise they want and need a content strategy, all too often, they focus on the question, “how?” Strategy is confused with tactics. Instead of first understanding what content to create, organisations push themselves (or their agencies or consultants) to start working immediately on a plan for creating content.The better question to start with is “what?” Understanding the relationship of an organisation’s content to its overall business or enterprise is key to developing a content strategy that is relevant, viable, and truly “strategic.”

What will I learn?

From this recording you’ll learn:

  • How to put the “strategy” into “content strategy”
  • Why you should ask “what” before “how”
  • Why stakeholders don’t like it when you ask “what”
  • Tips for addressing common stakeholder objections

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Register for free

March 2, 2018

7:28 am

GMT

Who is the recording for?

  • Content strategists who work at agencies or as consultants
  • Content strategists who work “in-house”
  • UX agency client partners and strategists who scope and plan projects involving content strategy

Webinar Recording

Recorded:

March 2, 2018

First 'What,' then 'How' – Where content strategy really begins

Understand the relationship between an organisation and its content to deliver an effective content strategy.

About this webinar

If you already know about content strategy, its value is obvious. Having a plan for creating and managing user-centered content that delivers business results is essential to ensure that resources are well spent and target audiences have the best possible brand or user experience.When organisations realise they want and need a content strategy, all too often, they focus on the question, “how?” Strategy is confused with tactics. Instead of first understanding what content to create, organisations push themselves (or their agencies or consultants) to start working immediately on a plan for creating content.The better question to start with is “what?” Understanding the relationship of an organisation’s content to its overall business or enterprise is key to developing a content strategy that is relevant, viable, and truly “strategic.”

What will I learn?

From this recording you’ll learn:

  • How to put the “strategy” into “content strategy”
  • Why you should ask “what” before “how”
  • Why stakeholders don’t like it when you ask “what”
  • Tips for addressing common stakeholder objections

Tagged as:

No items found.

Download the slide deck and resources

Register for free

March 2, 2018

7:28 am

BST

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About the presenter

Tara Shioya

Tara Shioya is the founder and principal of Epigram Content Strategy, which is based in Vancouver, Canada. She specialises in helping organisations create “content with purpose.” Tara believes that a solid content strategy is essential to provide direction and focus to all of an organisation’s communications. It also helps to ensure that content creation resources produce desired results.

With more than 20 years’ experience, Tara has worked with a range of organisations, from higher education institutions to Fortune 100 companies, to plan and create targeted, effective digital content. Past clients include Four Seasons Hotels and Resorts, Georgetown University, and Novartis.

A veteran of the dot-com boom, Tara was a pioneer in developing and promoting content strategy as a distinct discipline and specialisation within UX.

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