How to make your customers feel more at home (and why that matters)

Content StrategySaskia Videler - The Dutchess

@saskiavideler

Content Strategy?

MANAGED

The right way

The right time

Content Strategy:

The right place

The right content

Content Strategy ≠

Blogging

Social Media

Content Marketing

Landingpages

SLOW…

Different…

Confusing…

Web polution

Come on, click on our promotions page, you know you

want to!

Look at our blog! I bet you haven’t read a blogpost in

ages!

Look, we have new curtains in our offices! Aren’t they just

beautiful?

Think Long Term!

Think: how can we help?

You & Your target audience

When have you last spoke?

x 100

<Needs Language Vocabulary>

How can we help?

I’m looking for an instruction

manual

Oh, so you don’t want to read about

our upcoming events?

No, thanks. I just need some help

with this software.

How about this cool article on our awesome

team?

No really, give me the info or

I will go to your competitor!

Build a better base

Voice & Tone

<Needs Language Vocabulary>

Tomaeto?

Tomaahto!

<Needs Language Vocabulary>

Is this a serious matter to you?

Yes, it sure is!

Ah. I won’t make any jokes or use ambiguities

then!

Please don’t! Thanks for your understanding.

SeriousAccurateAverage

ProfessionalCool

ConversationalReliableFormal

FunInspiringNeutral

No nonsenseInnovativeInspiringConciseNaughty

OptimisticPragmatic

Out of the boxPersonal

Progressive

<aparte kamers, housekeeping>

Content Model

Briefings

5 key takeaways• Content strategy is a blueprint, it needs to be done from

the start of a project

• Treat all pages as rooms, think about housekeeping!

• Talk to your audience to learn their needs and language

• Use content models and content briefings as guidelines

• Content strategy comes before marketing!

But how can we do all this?

Don’t worry, just call

the Dutchess!

Thank you!

www.thedutchess.be