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Content Architecture: Planning, Designing, and Constructing the Perfect Piece of Content
 

Content Architecture: Planning, Designing, and Constructing the Perfect Piece of Content

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Webinar slide deck from our webinar with Adam Japko of DigitalSherpa and Steve Lazuka of Interact Media.

Webinar slide deck from our webinar with Adam Japko of DigitalSherpa and Steve Lazuka of Interact Media.

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    Content Architecture: Planning, Designing, and Constructing the Perfect Piece of Content Content Architecture: Planning, Designing, and Constructing the Perfect Piece of Content Presentation Transcript

    • Insert photograph here Adam Japko, President DigitalSherpa Insert photograph here Steve Lazuka, President Interact Media Today’s Presenters
    • Type question here Type your comments and questions here throughout Questions & Conversations #GreatestCS
    • “GREATEST EVER???”“GREATEST EVER???”
    • <webinar subtext> <Slide Title> Content Architecture? Planning, Designing, and Constructing the Perfect Piece of Content
    • What will you learn? How to plan a simple yet effective content strategy that will get results How to streamline your content creation process to save both time and money How to create effective, compelling content on a regular basis How to promote your content to get the biggest impact & return possible
    • What is Content Marketing? Content marketing is an umbrella term encompassing all marketing formats that involve the creation and sharing of content in order to attract, acquire, and engage clearly defined and understood current and potential customer bases with the objective of driving profitable customer action. Content marketing subscribes to the notion that delivering high-quality, relevant, and valuable information to prospects and customers drives profitable customer action. Cartoon: Social Fresh
    • Big Wins in Content Marketing History Wanamaker’s NY/Philly Fashion Shows - 1st in US #GreatestCS
    • Big Wins in Content Marketing History Free Jello Recipe Book creates over $1M in product sales
    • Big Wins in Content Marketing History Grateful Dead invites fans to tape live shows & distribute freely
    • Big Wins in Content Marketing History Foodnetwork.com offers free online recipes
    • Big Wins in Content Marketing History Internet, search, and lead conversion #GreatestCS
    • Limitations of Great, But Traditional, Content Marketing ⏎ ⏎ Limitations of Great, but Traditional, Content Marketing #GreatestCS
    • Digitally Sophisticated Content Marketing
    • Long Tail Search, SEO & Content Marketing #GreatestCS
    • Long Tail’s Positive Impact on Web Conversion #GreatestCS
    • DigitalSherpa Tests Traffic Focus & Reverts to Long Tail #GreatestCS
    • ROI of Content Marketing: Consumption Hints at Lead Value
    • Demands Lots of Content!Demands Lots of Content!Demands Lots of Content! #GreatestCS Blog Posts Video Whitepaper eBooks Podcasts Webinars Social Media Landing Pages
    • Creating the Right Content • No Worries...just start. • Begin with a blog • What information do your usual prospects need answered when you first meet them? • Address information needs of prospects/don’t worry about stuffing full of keywords • Titles, leads, 400 words, tags, Yoast Wordpress SEO #GreatestCS
    • Manageable Content Creation Create editorial calendar- start with 6 blog posts/month Assign to your business’ team Test outsourcing content creation – Zerys as example Think about curation: - summarize and connect Web sources with links: leads to sharing and network building Keep it regular and fresh- mainly for SEO & secondarily for followers One Video, Whitepaper, Content giveaway, Webinar
    • Take An Easy 1st Step at Blog Conversion
    • Moving Along - Capture & Measure
    • Know Which Sources Convert Best
    • What is a “Content Strategy” Who does what? What’s being done? Why do it? When’s it being done – how often? Where to publish, distribute, and promote?
    • Do I Really Need a Content Strategy?
    • and No.
    • 7 Steps to Creating the Perfect Content Strategy
    • Step 1: Set Your Primary Goals
    • Step 1: Set Your Primary Goals Some examples: Establish ourselves as experts and authorities in our field Rank at the top of the search engines for as many related keywords/phrases as possible Attract readers to our site with helpful information, and then convert them to leads and sales Build an email database for future lead nurturing campaigns Increase social sharing of our content to build awareness #GreatestCS
    • Step 2: Define Your Target Audience
    • Step 2: Define Your Target Audiences What’s a target audience? A group of people you’d like to deliver your messages to. Why Bother? So you can later explain to writers who they’re talking to when writing your content. #GreatestCS
    • Questions to answer when describing your target audience Who are they? What are they interested in? What’s their typical age, gender, education, marital status, income, location and any other relevant data?
    • Step 3: Identify Your Content Team
    • Step 3: Identify Your Content Team (Who Does What?) Your three options: #GreatestCS
    • To choose best option for you, consider: How much time do you have to devote to content development? What’s your budget? Common Content Roles: Chief Content Officer (CCO) Project Manager Topics/Title Developer Writer Editor #GreatestCS Whichever route you go, be prepared to invest some amount of time into content production (if it were easy, everyone would be doing it!)
    • Step 4: Choose Tools/Technology
    • Step 4: Choose Tools/Technology If you choose to manage your own content production, choosing the right platform will be key to your success However, creating good content will still require time and talent #GreatestCS
    • Step 4: Choose Tools/Technology Other Content Development Tools: CMS (Wordpress, Hubspot, etc) Keyword Research Tool Word Processor Spreadsheets Editorial Calendar Social Media tools #GreatestCS
    • Step 5: Choose Content Types & Schedule
    • Step 5: Choose Content Types & Schedule Most common types: Blog posts Whitepapers eBooks Social Media Posts Email Newsletters Press Releases Product Descriptions You don’t have to create them all! #GreatestCS
    • Step 5: Choose Content Types & Schedule Blogging: a great way to get started Simpler Great way to create content on a regular basis Once you master, can move on to more complex types For each content type, decide how often you’d like to publish – shoot for at least once or twice per week #GreatestCS
    • Step 6: Develop a Basic SEO Strategy
    • Step 6: Develop a Basic SEO Strategy How important is SEO to you? (might be content type-specific) No need to stress.. just keep it simple: Come up with great content! (that’s what search engines really want after all) When possible, include keyword title When possible, include keyword once or twice in body #GreatestCS
    • Step 7: Develop a Basic Promotion Plan
    • Step 7: Develop a Basic Promotion Plan Common Methods: Publish to your website (blog, articles, etc) Social Media posts Press Releases Email Guest Blogging Don’t feel like you need to do all of them right away #GreatestCS
    • The Production Process
    • Step 1: Come up with Topics to Write About Develop a Master List of all the topics you’d like to write about at some point Methods: Customer surveys Feedback from internal team (especially support) Keyword research tool (our recommended method) Take a Content Inventory of your existing content Print brochures or publications Repurpose existing blog posts into white papers, or vice versa #GreatestCS
    • Step 2: Create Interesting, Engaging Titles Titles have become even more critical to success Creating great titles is an art and science Consider assigning one person on your team to be the title developer Create titles in advance, and assign them a date to get them on your editorial calendar #GreatestCS
    • Step 3: Assign Titles to Writers Assign internally, or to a freelancer If piece requires very deep knowledge of your specific company, assign it internally. If piece is informational, consider assigning it to a freelancer with knowledge in your industry Writers are not mind readers. You must provide clear, concise instructions Consider writer’s schedule to ensure writer can complete piece by deadline The right platforms will help streamline the process, but it will still take some time #GreatestCS
    • Managing Writers Whether you use freelancers, or hire full time, writers will require a time investment Keep a handful of writers on your “team” – in case one is out you have others to fall back on Take care of your writers and they will take care of you: Pay them quickly Motivate them by giving them bonuses when they do a great job Provide constructive criticism #GreatestCS
    • Step 4: Review Content (Editing & Proofreading) Great content is usually a process of collaboration and revision Editing is a specific skill. Not every great writer is also a great editor Don’t expect to get back exactly what you want the first time. Even great writers require time to learn your style If you’re not happy with a piece, consider whether the writer has the talent level you need. If not, move on quickly Consider letting a writer create a first draft for each piece. Then, you can spend your time editing it If you don’t have editing talent in-house, consider out-sourcing or hiring an agency
    • Step 4: Publish Your Content Publish Destination will depend on the content type Publish Destinations: Your own website (blog, article, white paper, ebook, etc) Guest post on another website Press Release distribution service (PRWeb, etc) Social Media sites (FB, Twitter, etc) Sent as an email Print (brochures, magazines, etc) #GreatestCS
    • Marketing Your Content
    • Owned vs. Paid vs. Earned Media
    • If social media is earned media how does it really fit into content marketing?If social media is earned media, how does it really fit into content marketing? #GreatestCS
    • Start with Search Engine Optimization
    • Find Your Market’s Active Networks Hang Out and Develop Cred Next...it's time to get social #GreatestCS
    • Leveraging Community Networks
    • Link Leverage
    • Example: Apartment Community Moves Center Stage
    • Remarket Content and Learn
    • 3 Key Takeaways No matter your industry, audience, or budget, remarkable content is always possible. •However you choose to have your content created, always devote some of your time to the process. •No one knows your business like you. Have a strategy that provides a clear road map to achieving your set goals. Keep it simple. #GreatestCS
    • Thank you for attending! #GreatestCS Slides and recording will be emailed out shortly! Congratulations to Katherine Boller for winning the $100 Amazon Gift Card!
    • Questions? Type your comments and questions here Tweet your questions using #GreatestCS