With Vapa Media hosting CSForum 2013, it made perfect sense for things to kick off with the founders (and “Mothers of Finnish content strategy”) Ida Hakola & Ilona Hiila.
We need to be viewing content strategy as a business process – a mechanism for delivering business value. Content is not just about words and images. It is about the entire flow/sequence of the story. It is emotional. It is interaction.
Successful implementation of content strategy requires a repeated, cyclical process:
- Research defines human processes.
- Processes are piloted, tested.
- Pilot projects lead to full implementation.
- Implementations are analysed, and improvements researched.
- #contentstrategy is more than just the content. It interacts with a lot of other disciplines, especially business value. (Ida)
- Everything is content. Every bit of “stuff.” Every interaction. (Ilona)
- Clients ask: “What is the end result of content strategy?” (What are the deliverables? (Ida)
- Four principles of successful CS: research; processes & people; pilot projects; implementation
- Research for Kodin1 (home decorating) discovered that the subject mattered for people at life change moments. (Ilona)
- Research is great, but you need processes to carry through. Otherwise, failure. (Ilona)
- Test the new communication model – the voice – before jumping into a technical overhaul. (Ida)
- Be nimble. Flow. Continue. Content strategy isn’t a one-time thing. Research to implementation, and repeat. (Ida)