Disqus - Latest Comments for JulieVollenweider

Re: Show Me the Content Strategy!

JulieVollenweider — Tue, 17 Jul 2012 12:58:04 -0000

Paul--I'd like to help if I can. Can you clarify "document" in this case? Have you been asked to provide a content strategy template? To provide a completed content strategy? Other? Each of these have different drivers behind them, so if it's easier to answer why the "document" is being requested, we can go that route, too.

Re: Show Me the Content Strategy!

JulieVollenweider — Fri, 13 Apr 2012 09:17:10 -0000

These are great questions, CN. I would agree that many types of projects are dependent on context--that's why it's so important to ensure the conversation happens very early on.

To answer "How do I respond?" I suggest doing a few things:If you're hoping to get an example from a content strategy firm to share with your boss, spend a bit of time speaking with the firm to clarify what you're looking for and what information will be most helpful for you. Then, assuming you've received some educational articles, case studies, detailed methodology, excerpts, testimonials, or whatever will be the most useful "ammo," continue the conversation with your boss. During this conversation, take the time to talk about your unique needs. How might the information you've gathered translate within your company? In an ideal world, what would content strategy do for your organization?The danger in asking for a sample without getting to the additional context is that your boss might get really excited about a solution that it may or may not apply to your situation.There are real-world examples out there to help make a business case. At Brain Traffic, they come in many shapes, sizes and formats, which is why it's important that we work together to determine which will pack the most powerful punch for you.

Re: Let’s Get Typical! Common Content Strategy Scenarios and Results

JulieVollenweider — Wed, 17 Aug 2011 15:48:12 -0000

Cathy,

Those are great questions. The thing is, I don't have much direct experience working with marketing automation systems. If you're looking for more information on the topic, there may be some helpful nuggets for you at http://www.contentmarketing....

Re: Let’s Get Typical! Common Content Strategy Scenarios and Results

JulieVollenweider — Fri, 12 Aug 2011 09:24:12 -0000

Hi, Bob.

In any project that we take on, we start out with a discovery phase that includes the review and analysis of available analytics and metrics (like click rates, etc.). We like to review this information in addition to speaking with stakeholders, digging up any related content impact factors and more.

Our standard philosophy on existing materials and resources from client is, "If you've got 'em, we'll definitely take a look. Send it all over!"

Having these analytics and metrics available, having identified relevant and appropriate stakeholders, AND having a general willingness to be open and forthcoming with information and ideas are on our list of important client qualities. However, I'd like to make the distinction that having these attributes is more of a project standard than a shortcut to save time and/or money.

In addition, it's also really helpful for us to understand a prospective client's level of organizational preparedness regarding content strategy. Do senior leaders "get it"? Is the client contact in the process of making the case for content strategy, or has that work already been done? Has the organization already completed a content strategy effort or two? Etc.

There are lots of unique circumstances that are always thrown into the mix, so it's difficult to pin down a set description for The Ideal Client -- but you are dead on that information sharing is a key component to the relationship.

Hope this helps!

Re: You’re Smart. We’re Smart. Let’s Do Some Content Strategy.

JulieVollenweider — Tue, 14 Dec 2010 16:16:08 -0000

This is an interesting angle and I appreciate the discussion. It might be helpful to better understand an example (or two) of how you see this happening in practice.

I think what you are suggesting is that (in your case) if we have previously worked on a psych-oriented project, we may have encountered similar issues that we could apply to your situation?

If that is indeed your point, then I don’t necessarily disagree – but in practice, a vast majority of our projects require a unique solution. That is precisely why it is critical for us to collaborate with a client during a discovery phase.

It is via this work that we are able to uncover and recognize any unspoken or unacknowledged truisms will be relevant/apply to your project. Our job is to ask the right questions and gain an effective level of project-specific understanding to deliver content strategy recommendations. (Note: We focus on project-specific content factors – which frequently are independent of general industry sentiment.)

Re: Where’s the fire? And other burning questions about Brain Traffic.

JulieVollenweider — Tue, 20 Apr 2010 10:54:11 -0000

Excellent point, Jeremy -- we agree!

One of the key components to a successful project is really getting to know a client --their high level vision, specific project goals, personal preferences, etc.

Re: You’re hired: Outsourcing content work

JulieVollenweider — Fri, 09 Apr 2010 14:32:42 -0000

Thanks, Chris! I'm glad you find it helpful. Since this sounds like a question you've answered before, how have you approached the explanation? Would love to expand the conversation ...

Re: Call for creative recycling

JulieVollenweider — Wed, 17 Jun 2009 09:21:27 -0000

These ideas are brills. Can't wait to wrangle the BT troops and create an army of tiny business card people. Thank you -- and keep 'em coming!