how to sell content strategy... in spain
DESCRIPTION
Challenges, opportunities and tactics for the Content Strategist in Spain. Presented at Confab Europe 2014 (Barcelona).TRANSCRIPT
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HOW TO SELLCONTENT STRATEGY
…IN SPAIN
Fabrizio Ferri-Benedetti
@remoquete
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SO YOU WANT TO BE A CONTENT STRATEGIST IN SPAIN? TELL ME MORE…”
Warner Bros (1971)
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= ?Not quite
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FACTS
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1. NO COUNTRY FOR BIG CORPSSmall and medium companies
make for nearly 99% of all
businesses in Spain!
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2. 77% ARE NOT ONLINEBut, according to the “Marketing
Digital y las PYME” study (QDQ
Media), 98% consider online
presence to be important
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3. THEY VALUE CONTENTQDQ’s study also reveals that
most SMEs value having diverse
content and a good CMS
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4. BUT THEY WANT IT CHEAPThe responsible for content is
always the customer, unless he
looks for keyword stuffing tricks
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5. NO ONE SEEMS TO CAREOnline content of most Spanish
SME is either non-existent or
poorly done / outdated
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6. NOT EVEN BIG CORPS
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WHO YOU
GONNA CALL?
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7. IT’S THE UNSEEN PROFESSIONThere are almost 8,000 profiles
for CS in the USA. In ES less than
200, and no job offers
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8. IT’S THE UNKNOWN DISCIPLINENothing about “estrategia de
contenidos” or “content strategy”
in Google Trends (Spain)
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SO, YES
SPAIN IS DIFFERENT
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IT’S A GOOD PLACE FOR CS PIONEERS
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HOW
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THE SIX MASKS OF THE CONTENT STRATEGIST
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1. THE SMUGGLERSlips Content Strategy into a
bigger package of web services,
establishes pacts with designers
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BUILD A TROJAN HORSE
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CONTENT STRATEGY IS
YOUR SECRET INGREDIENT
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2. THE NINJAInfiltrates and studies the target
company, identifies resources,
opportunities, hidden allies
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FIND YOUR INTERNAL ALLY
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Really strive to understand the processes
and culture of the organization. […] It’s
important to speak their language and
figure out where they’re coming from
— Karen McGrane
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3. THE PROFESSOREducates about Content Strategy
and its benefits for the company,
builds awareness and CS culture
Lucasfilm (1989)
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EDUCATE FIRST,
SELL LATER
BUT NOT TOO LATE
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Thinking that a CMS will solve your content
issues is as naive as thinking that a fully
equipped kitchen will cook for you.
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4. THE MAD SCIENTISTProvides dramatic formulas and
figures of savings and earnings,
shows a glimpse of the future
Universal (1985)
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USE SMALL DATA
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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 you’re going to reduce costs
— Karen McGrane
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5. THE GANGSTAWorries the customer with
examples of bad content and UX
Makes an unrefusable offer
Palette Pictures (1989)
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GO FOR DRAMA CASES
USE YOUTUBE IF NECESSARY
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• “This does not look good” <awkward silence>
• “Content like this lowers the ROI in X%”
• “There’s so much more you could achieve…”
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6. THE SHRINKHelps to customer to cope with
change and personality issues,
inspires top level stakeholders
HBO (2008)
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HIT THE WHY
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People are not averse to quality
content. They’re not opposed to happy
users. They’re resistant to change.
— Rick Allen
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ONE MORE THING…
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Nothing will change if we don’t start to
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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, translators
http://www.meetup.com/Content-Strategy-Barcelona/
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GRACIASTHANKS! GRACIAS! @remoquete
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SOURCES
Content strategy challenges and opportunities in 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)