Content Marking vs. Content Strategy

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Promotional marketers often jump straight into content marketing because of how quick and inexpensive content can be produced - but that's not a content strategy. Presentation covers one approach to building a content strategy centered on customer personas, identifying company goals and assets, and tying it all together

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  • It’s what you’re “doing”…..at the end of the day…..when all the hard work is done.
  • Many folks just jump strait to the marketing content – “get it done now” “just do it” “get the money coming in”
  • That’s not a content strategy. But where do you begin?
  • In a few words here’s what I like to call it
  • …and here’s what it might look like
  • What do you get if you don’t do research? You get thin content. You get content very similar to what others have written. You get content that perhaps doesn’t add value, and you get content that may not be in the right voice or put in the right place to reach your target audience. So what do I mean by research…
  • It can be formal or informal, it really depends on your resources, or that of your client’s, but it should aim at understanding who it is that you’re writing content for, which in most cases is who you’re selling to.
  • The purpose
  • Provide Commerce is a privately company, and so I can’t share any of our own personas with you, but I can share what this data might look like.Here is an example I’ve made of for a probable segment at REI.
  • Provide Commerce is a privately company, and so I can’t share any of our own personas with you, but I can share what this data might look like.Here is an example I’ve made of for a probable segment at REI.
  • With the personas developed, you can better plan your content. Each require a different topic set, place targeting, and percentage of the total content pie
  • To the right is a description of the editorial voice, as taken from Adobe’s brand style guide. You can it defines in specific terms what the voice sounds like and what it aims to inspire.
  • Style guides often contain many examples of how to interpret rules. This is powerful stuff to hand over to an agency or staff copywriter.
  • Style guides contain many examples of how to interpret rules in different applications. This is powerful stuff to hand over to an agency or staff copywriter.
  • It’s all about the goals
  • ..and by answering one very important question, “What do you want your content to do?” In some cases, your goals might be narrow when working with a particular client. If you’re in-house, your more than likely going to want to tackle a number angles.
  • …define which of these are for you, write them down.
  • …define these, write them down
  • …Now you put it all together – in an editorial calendar. You know who you’re writing to, how much to write, what your voice sound like, and for which asset types. Go forward and win.
  • …Once you’ve started publishing content, it’s important to measure it’s effectiveness. Yes, one way is sales or leads, but also looking at it from a traditional analytics view can help shape future direction.
  • Here are some of the metrics you’ll want to be looking at, and tying back into future programs.
  • …content marketing is the end result, well executed because of a solid content strategy.
  • …content marketing is the end result, well executed because of a solid content strategy.
  • The here is to consider the life-cycle of your content.You want to try an plan for longevity Social equates to “here today, gone tomorrow”. i.e. Wane D
  • The power of search based content is that it keeps on giving and givingMore recently, they launched an extended version this page, and monetized it so Antonine can make some money from it.
  • There are a number of things but here are the most salient.
  • This is not only about visibility, it’s about authority.
  • This is not only about visibility, it’s about authority.
  • …content marketing is the end result, well executed because of a solid content strategy.
  • Content Marking vs. Content Strategy

    1. 1. Content Marketingvs.Content StrategyPatrick Vincler
    2. 2. @pvinclerContent Marketing:the dissemination of developedcontent assets
    3. 3. @pvincler
    4. 4. @pvinclerAhh…But that’snot a contentstrategy
    5. 5. @pvinclerContent Strategy:planning for the creation of effectivecontent that meets your stated goals.
    6. 6. Know youraudienceDefine yourgoals andasset typesPlan yourdisseminationDevelopassetsTrackengagementLearning andFeedbackContent Strategy
    7. 7. @pvinclerResearchStep #1 do your…
    8. 8. @pvinclerResearchFormal Less-formalMarket research firmsIn-house research staff
    9. 9. @pvinclerResearch DeliverablesFormal InformalCustomer SegmentationBrand Style GuidePersona Development Market TrendsKeyword SegmentationCustomer FeedbackInformation that will help center your contentefforts squarely on your target audienceFormal Less-formal
    10. 10. @pvinclerFive steps to defining a buyer persona:1. Define their current situation2. Define their demographics3. Identify their attributes4. Understand their preferences5. Draft the buyer persona value statementPersonas“A persona is a composite sketch of a type ofcustomer your company serves.”
    11. 11. @pvinclerPersonas- Not actual REI data. For demonstration purposes only
    12. 12. @pvincler30% of Sample45% of Back Pack Spending44% of Past Year REI Customers50% of Potential Economic Valuefor REII am:• Younger (26-40 yrs on average)• 69% Male• Above average income ($72k)• Blend of Urban and SuburbanI Believe:• Experiencing and preserving the outdoors is important• Camping and Backpacking are two different worlds• REI branded products present a good value• Outdoor activities involving 5 or less people is idealI Seek:• The latest most light weight gear• A liberal return policy• The option of renting expensive items before purchaseI Buy:• Highest total spending on backpacks• Average on outdoor clothing spending• Above average cold weather spending• Likely to upgrade gear that isn’t lost or broken• 10% of purchases are online vs. in-store (REI)Media:• Web and smartphone savvy• More than likely on Facebook and Twitter• Visits hiking, gear, and gadget blogs• Less likely to share product reviews onlineAvid Mountaineer- Not actual REI data. For demonstration purposes only
    13. 13. @pvincler20% of Sample23% of Back Pack Spending45% of Outdoor Clothing Spend30% of Potential Economic Valuefor REII am:• Younger (18-27 yrs on average)• 70% Female• Average income ($52k)• SuburbanI Believe:• Nature helps balance out the traps of modern living• In having lots of adventures in the outdoors and abroad• Being in the outdoors is a great venue for socializing• REI gear and clothing is expensive but worth itI Seek:• Outdoor merchandise that doubles for travel gear• Products that will last over many years of use• Unique apparel and accessoriesI Buy:• Highest total on outdoor clothing• With more emotional intent• Above average spend on footwear• Average on backpack spending• 20% of purchases are online vs. in-store (REI)Media:• Web and smartphone savvy• Very active on Facebook, Pinterest, and Twitter• Heavy digestion on travel blogs• More likely to share product reviews onlineHiker-Traveler- Not actual REI data. For demonstration purposes only
    14. 14. @pvinclerAvid MountaineerHiker-TravelerContent Plan:• Stake in total content pie: 30%• Topic Clusters: great destinations, travel planning, activewearsocial and sharing, and qualityContent Examples:• Blog Post: “Why to See Machu Picchu Now and Not Later”• Pinterest Board: REI exclusives• Shoe Product Descriptions: “rugged construction”Content Plan:• Stake in total content pie: 50%• Topic Clusters: product technology, thrive in cold, conservationpack planning , camp culture, try before buy• Primary touch points: REI blog, FB, Twitter, Guest Posting, Email,Content Examples:• Blog Post: “5 latest multi-day packs under 3 Lbs”• Guest Blog Post: “Conservation Meets Vacation above 8000 ft”• Tweet:”Gortex is so 1995, meet Polartec”• Product Description (REI brand item): “best value”- Not actual REI data. For demonstration purposes only
    15. 15. @pvinclerBrand Style Guide• Editorial style and voice• Social Media guidelines• Typography palate• Color palate• Image guidelines• Logo use“The editorial voice is honest,visionary, smart, and caring —editorial analogues to our brandpersonality attributes: genuine,innovative, exceptional, and involved.The editorial voice seeks tofoster an emotional connectionbetween customers and the Adobebrand. Therefore, it must containlife and compel a reaction”A document containing the rules and guidelines formaintaining a brand identity
    16. 16. @pvinclerBrand Style Guide
    17. 17. @pvinclerOk so now we have….- A clear idea about who we’re writing for- What kind of content motivates them- Specific guidelines on best to communicate withthem…..Now what?
    18. 18. @pvincler
    19. 19. @pvinclerStep #2 Answer this question:“What do you want your content to do?”
    20. 20. @pvincler• Convey your brand?• Generate a lead?• Sell a product?• Tell a story?• Get shared?• Generate search traffic?• All of the above?• Something else?Do you want it to..
    21. 21. @pvincler- Product descriptions- Landing pages- On-site articles- Off-site articles- Email campaigns- Catalog covers- Blog posts- FB posts- Forum postsWhich asset types do you use?Which don’t you and why?- GG+ posts- Tweets- Pinterest boards- YouTube videos- White papers- E-books- Infographics
    22. 22. @pvinclerStep #3 Put it all together and go for it
    23. 23. @pvinclerStep #4 Track and analyze
    24. 24. @pvinclerStep #4 Track and analyzeThings you’ll want to be looking at• Page-level visits• Traffic sources• Bounce rate• Most effective asset types• Most effective topical themes• Post engagement• Post shares/likes• Ad effectiveness
    25. 25. Know youraudienceDefine yourgoals andasset typesPlan yourdisseminationDevelopassetsTrackengagementLearning andFeedbackContent Strategy
    26. 26. The endResultContent Marketing
    27. 27. Bonus Round People?
    28. 28. @pvinclerIf social media is about right nowSearch is about now and later
    29. 29. @pvinclerSearch & ContentWindow TheorySocial Promotion Search Optimized 5 years laterOne Week, 800 visits One year, 120k visitsShort-term Window Long-term Window650k visitsLegacy Window
    30. 30. @pvinclerSearch & ContentWindow Theory< Week, 3.4 Mil visitsShort-term WindowLaunched July 31st 2010Long-term WindowSix Months LaterLegacy WindowToday68 Mil visits 115 Mil visits
    31. 31. @pvinclerSearch & ContentSo what goes into making content search friendly?• The URL• The Page Title• H1 Tag (Make your header this)• Keywords (but not at the expense of quality)• Kick-ass content• All content is unique
    32. 32. @pvinclerSearch & ContentGoogle Authorship
    33. 33. @pvinclerSearch & ContentGoogle Authorship• Tied to your GG account• Creates a relevancy and trust graph• GG calls this “agent rank”• May become a ranking factor in time
    34. 34. Patrick Vincler@pvinclerpj.vincler@gmail.comwww.linkedin.com/in/patrickvinclerThank you!

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