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How to Sell Content Strategy... in Spain

Fabrizio Ferri-Benedetti
Fabrizio Ferri-Benedetti

Challenges, opportunities and tactics for the Content Strategist in Spain. Presented at Confab Europe 2014 (Barcelona).

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HOWTOSELLCONTENTSTRATEGYIN SPAIN Fabrizio Ferri-Benedetti @remoquete
SO YOUWANTTOBE A CONTENT STRATEGIST IN SPAIN? TELLME MORE Warner Bros(1971)
How to Sell Content Strategy... in Spain
How to Sell Content Strategy... in Spain
How to Sell Content Strategy... in Spain
= ? Notquite
FACTS
1. NO COUNTRY FORBIGCORPS Small and mediumcompaniesmakefornearly99% of allbusinessesin Spain!
2. 77% ARE NOTONLINE But, accordingtotheMarketing Digital y las PYME study(QDQ Media), 98% consideronline presencetobe important
3. THEY VALUE CONTENT QDQsstudyalsorevealsthatmostSMEsvaluehavingdiversecontentand a goodCMS
4. BUT THEY WANT IT CHEAP Theresponsibleforcontentisalwaysthecustomer, unlesshe looks forkeywordstuffingtricks
5. NO ONE SEEMSTO CARE Online contentof mostSpanishSME iseithernon-existentorpoorlydone / outdated
6. NOT EVEN BIG CORPS
How to Sell Content Strategy... in Spain
How to Sell Content Strategy... in Spain
How to Sell Content Strategy... in Spain
WHO YOU GONNA CALL?
7. ITSTHEUNSEENPROFESSION Thereare almost8,000 profilesforCS in theUSA. In ES lessthan200, and no joboffers
8. ITSTHEUNKNOWN DISCIPLINE Nothingaboutestrategia de contenidos orcontent strategy in Google Trends(Spain)
SO, YESSPAIN IS DIFFERENT
How to Sell Content Strategy... in Spain
ITS A GOOD PLACE FOR CS PIONEERS
HOW
THE SIX MASKS OF THE CONTENT STRATEGIST
1. THE SMUGGLER Slips Content Strategyintoa biggerpackageof web services, establishespactswithdesigners
BUILD A TROJAN HORSE
CONTENT STRATEGY IS YOUR SECRET INGREDIENT
2. THE NINJA Infiltratesand studiesthetarget company, identifiesresources, opportunities, hiddenallies
FIND YOUR INTERNAL ALLY
Really strive to understand the processes and culture of the organization. [] Its important to speak their language and figure out where theyre coming from Karen McGrane
3. THE PROFESSOR EducatesaboutContent Strategyand itsbenefitsforthecompany, buildsawarenessand CS culture Lucasfilm(1989)
EDUCATE FIRST, SELL LATER BUT NOT TOO LATE
Thinking that a CMS will solve your content issues is as naive as thinking that a fully equipped kitchen will cook for you.
4. THE MAD SCIENTIST Providesdramaticformulas and figures of savingsand earnings, shows a glimpseof thefuture Universal (1985)
USE SMALL DATA
If people aren't questioning your price, it's probably too low. Give estimates early, estimate on time, price on value, aim for consumer surplus, & provide numbers in person. Melissa Rach Our goal is to create business value. Businesses want to make money period. Arguing that you are going to increase sales, is so much more valuable that youre going to reduce costs Karen McGrane
5. THEGANGSTA Worriesthecustomerwithexamplesof badcontentand UX Makesanunrefusableoffer PalettePictures(1989)
GO FOR DRAMA CASESUSE YOUTUBE IF NECESSARY
≒Thisdoesnotlook good <awkwardsilence> ≒Content likethislowerstheROI in X% ≒Theresso muchmore youcouldachieve
6. THE SHRINK Helpstocustomertocope withchangeand personalityissues, inspires top levelstakeholders HBO (2008)
HIT THE WHY
People are not averse to quality content. Theyre not opposed to happy users. Theyre resistant to change. Rick Allen
ONE MORE THING
Nothing will change if we dont start to
SHARING IS CARING Join the local meetups(not only the ones about CS) Follow content strategists in Twitter, join the conversation Focus on what your own experience can bring to the field Break silos: mingle with designers, developers, translatorshttp://www.meetup.com/Content-Strategy-Barcelona/
GRACIAS THANKS! GRACIAS! @remoquete
SOURCES Content strategychallengesand opportunitiesin Spain(Ferri-Benedetti, 2014) How to sell content strategy in Germany(Meyer, 2013) Content & Cash: the economics of content strategy(Rach, 2013) Selling content strategy: Karen McGrane(King Gordon, 2011) Selling sontent strategy, a continuous process(Allen, 2011)

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How to Sell Content Strategy... in Spain

  • 1. HOWTOSELLCONTENTSTRATEGYIN SPAIN Fabrizio Ferri-Benedetti @remoquete
  • 2. SO YOUWANTTOBE A CONTENT STRATEGIST IN SPAIN? TELLME MORE Warner Bros(1971)
  • 8. 1. NO COUNTRY FORBIGCORPS Small and mediumcompaniesmakefornearly99% of allbusinessesin Spain!
  • 9. 2. 77% ARE NOTONLINE But, accordingtotheMarketing Digital y las PYME study(QDQ Media), 98% consideronline presencetobe important
  • 10. 3. THEY VALUE CONTENT QDQsstudyalsorevealsthatmostSMEsvaluehavingdiversecontentand a goodCMS
  • 11. 4. BUT THEY WANT IT CHEAP Theresponsibleforcontentisalwaysthecustomer, unlesshe looks forkeywordstuffingtricks
  • 12. 5. NO ONE SEEMSTO CARE Online contentof mostSpanishSME iseithernon-existentorpoorlydone / outdated
  • 13. 6. NOT EVEN BIG CORPS
  • 17. WHO YOU GONNA CALL?
  • 18. 7. ITSTHEUNSEENPROFESSION Thereare almost8,000 profilesforCS in theUSA. In ES lessthan200, and no joboffers
  • 19. 8. ITSTHEUNKNOWN DISCIPLINE Nothingaboutestrategia de contenidos orcontent strategy in Google Trends(Spain)
  • 20. SO, YESSPAIN IS DIFFERENT
  • 22. ITS A GOOD PLACE FOR CS PIONEERS
  • 23. HOW
  • 24. THE SIX MASKS OF THE CONTENT STRATEGIST
  • 25. 1. THE SMUGGLER Slips Content Strategyintoa biggerpackageof web services, establishespactswithdesigners
  • 26. BUILD A TROJAN HORSE
  • 27. CONTENT STRATEGY IS YOUR SECRET INGREDIENT
  • 28. 2. THE NINJA Infiltratesand studiesthetarget company, identifiesresources, opportunities, hiddenallies
  • 30. Really strive to understand the processes and culture of the organization. [] Its important to speak their language and figure out where theyre coming from Karen McGrane
  • 31. 3. THE PROFESSOR EducatesaboutContent Strategyand itsbenefitsforthecompany, buildsawarenessand CS culture Lucasfilm(1989)
  • 32. EDUCATE FIRST, SELL LATER BUT NOT TOO LATE
  • 33. Thinking that a CMS will solve your content issues is as naive as thinking that a fully equipped kitchen will cook for you.
  • 34. 4. THE MAD SCIENTIST Providesdramaticformulas and figures of savingsand earnings, shows a glimpseof thefuture Universal (1985)
  • 36. If people aren't questioning your price, it's probably too low. Give estimates early, estimate on time, price on value, aim for consumer surplus, & provide numbers in person. Melissa Rach Our goal is to create business value. Businesses want to make money period. Arguing that you are going to increase sales, is so much more valuable that youre going to reduce costs Karen McGrane
  • 37. 5. THEGANGSTA Worriesthecustomerwithexamplesof badcontentand UX Makesanunrefusableoffer PalettePictures(1989)
  • 38. GO FOR DRAMA CASESUSE YOUTUBE IF NECESSARY
  • 39. ≒Thisdoesnotlook good <awkwardsilence> ≒Content likethislowerstheROI in X% ≒Theresso muchmore youcouldachieve
  • 40. 6. THE SHRINK Helpstocustomertocope withchangeand personalityissues, inspires top levelstakeholders HBO (2008)
  • 42. People are not averse to quality content. Theyre not opposed to happy users. Theyre resistant to change. Rick Allen
  • 44. Nothing will change if we dont start to
  • 45. SHARING IS CARING Join the local meetups(not only the ones about CS) Follow content strategists in Twitter, join the conversation Focus on what your own experience can bring to the field Break silos: mingle with designers, developers, translatorshttp://www.meetup.com/Content-Strategy-Barcelona/
  • 47. SOURCES Content strategychallengesand opportunitiesin Spain(Ferri-Benedetti, 2014) How to sell content strategy in Germany(Meyer, 2013) Content & Cash: the economics of content strategy(Rach, 2013) Selling content strategy: Karen McGrane(King Gordon, 2011) Selling sontent strategy, a continuous process(Allen, 2011)