How to create a content marketing strategy - Drive Digital

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Customers are becoming blind to traditional marketing interruptions. Creating relevant, engaging and valuable content, such as videos, whitepapers and blog posts, can help to capture their attention …

Customers are becoming blind to traditional marketing interruptions. Creating relevant, engaging and valuable content, such as videos, whitepapers and blog posts, can help to capture their attention online.

To ensure you are creating the right content, sharing it via the right channels and reaching the right audiences, Ian Miller, Search Director, at Crafted explains how to develop a content strategy for content marketing.

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  • 1. Content strategy Drive Digital
  • 2. verb [with obj. ] exercise skill in making (something): he crafted the chair lovingly | (as adj. crafted) : a beautifully crafted object.
  • 3. Define content
  • 4. WHITE PAPERS BLOG POSTS INFOGRAPHICS EVERGREEN ARTICLES HELP AND ADVICE GUIDES QUESTIONS AND ANSWER VIDEOS PODCASTS WEBINARS EBOOKS OFFLINE DOWNLOADS FAQS SOCIAL INTERVIEWS THOUGHT LEADERSHIP CURATED POSTS CASE STUDIES IMAGES
  • 5. Key questions
  • 6. Utility or creativity? jdhancock   Crafted   PRESENTATION
  • 7. Who’s your audience? jdhancock  
  • 8. jdhancock   How will they discover you?
  • 9. An inconvenient truth
  • 10. What your business is interested in What your customers are interested in Crafted   PRESENTATION
  • 11. What your business is interested in What your customers are interested in Crafted   PRESENTATION
  • 12. So how do we create a content strategy? Crafted   PRESENTATION
  • 13. Step #1 Who are you talking to? Crafted   PRESENTATION
  • 14. Crafted   PRESENTATION
  • 15. Crafted   PRESENTATION
  • 16. Crafted   PRESENTATION Sleep
  • 17. Crafted   PRESENTATION Music Sleep
  • 18. Crafted   PRESENTATION SwimmingMusic Sleep
  • 19. Crafted   PRESENTATION Swimming SafetyKids Music Sleep Travel SportsMotorbike
  • 20. Crafted   PRESENTATION Sport Shooting
  • 21. Crafted   PRESENTATION Sport Shooting Motorsport Equine ScubaSurfing
  • 22. Crafted   PRESENTATION Sport Shooting Motorsport Equine ScubaSurfing Clay Hunting Target
  • 23. Crafted   PRESENTATION Swimming SafetyKids Music Sleep Travel SportsMotorbike
  • 24. Step #2 What do they want to hear? Crafted   PRESENTATION
  • 25. Don’t make them feel little jdhancock   Crafted   PRESENTATION
  • 26. They often just want a little help jdhancock   Crafted   PRESENTATION
  • 27. Crafted   PRESENTATION Consider •  What •  Where •  When •  How •  Why •  Who
  • 28. Crafted   PRESENTATION Consider •  What is agricultural finance? •  Where can I get financial advice for my farm? •  When will EU subsidies be available? •  How can I apply for agricultural finance? •  Why aren’t chicken farmers eligible? •  Who makes the final decision on my application?
  • 29. Crafted   PRESENTATION Even the simplest things will fool somebody
  • 30. To feel part of a community jdhancock   Crafted   PRESENTATION
  • 31. Don’t be afraid to be happy jdhancock   Crafted   PRESENTATION
  • 32. How to plan
  • 33. Crafted   PRESENTATION Content planning
  • 34. Crafted   PRESENTATION Content planning 1. White papers 2. Testimonials 3. Competitions 4. Data sheet
  • 35. Crafted   PRESENTATION Content planning 1. White papers 2. Testimonials 3. Competitions 4. Data sheet 1 3 2 4
  • 36. Content architecture Crafted   PRESENTATION
  • 37. 1 2 3 Content architecture Crafted   PRESENTATION
  • 38. Content priority
  • 39. Crafted   PRESENTATION Content users want Content the company wants Content that exists
  • 40. Crafted   PRESENTATION Content users want Content the company wants Content that exists Polish this Prioritise this
  • 41. Focus on the numbers
  • 42. Words create numbers Theis  Kofoed  Hjorth  
  • 43. What is the impact on your business? mukumbura   Crafted   PRESENTATION
  • 44. Crafted   PRESENTATION
  • 45. Count interactions booleansplit   Crafted   PRESENTATION
  • 46. Put performance into context
  • 47. Cost / benefit a  li8le  tune   Crafted   PRESENTATION
  • 48. Key thoughts
  • 49. Be original jdhancock   Crafted   PRESENTATION
  • 50. Crafted   PRESENTATION Can you be incredible? jdhancock  
  • 51. Crafted   PRESENTATION Make the most of your friends jdhancock  
  • 52. Crafted   PRESENTATION Don’t forget the housekeeping jdhancock  
  • 53. Crafted   PRESENTATION Embrace technology jdhancock  
  • 54. Create something of value
  • 55. Consider the medium
  • 56. Boring doesn’t have to be boring
  • 57. How does it work in practice? Crafted   PRESENTATION
  • 58. EASILY DIGESTIBLE DIGITAL INSIGHT
  • 59. jdhancock   Crafted   PRESENTATION
  • 60. jdhancock   Crafted   PRESENTATION
  • 61. jdhancock   Crafted   PRESENTATION
  • 62. jdhancock   Crafted   PRESENTATION
  • 63. jdhancock   Crafted   PRESENTATION
  • 64. jdhancock  
  • 65. jdhancock   Crafted   PRESENTATION
  • 66. jdhancock   Crafted   PRESENTATION
  • 67. jdhancock  
  • 68. jdhancock  
  • 69. All events can work this way Crafted   PRESENTATION
  • 70. Crafted   PRESENTATION
  • 71. jdhancock  
  • 72. WHITE PAPERS BLOG POSTS INFOGRAPHICS EVERGREEN ARTICLES HELP AND ADVICE GUIDES QUESTIONS AND ANSWER VIDEOS PODCASTS WEBINARS EBOOKS OFFLINE DOWNLOADS FAQS SOCIAL INTERVIEWS THOUGHT LEADERSHIP CURATED POSTS CASE STUDIES IMAGES
  • 73. Updates •  Digital Bites on 3rd June – Is Google taking over the world? •  Business on a Bike on 19th June •  Sign up to the Crafted Edition newsletter •  Drive Digital is back in September
  • 74. Ipswich Studio: 32ForeStreet,IpswichIP41JU. Tel. +44(0)1473213222 London Office: ClerkenwellWorkshops,27/31ClerkenwellClose.LondonEC1R0AT. Tel. +44(0)2033933852 Thank you… www.crafted.co.uk | hello@crafted.co.uk | @craftedmedia