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The Content Strategy Process: Building a Framework to Drive Demand and Engagement Across Digital Channels
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The Content Strategy Process: Building a Framework to Drive Demand and Engagement Across Digital Channels

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The content strategy process starts with defining your brand or company story. Every company has a story to tell. Your story makes your business unique. It is a reflection of who you are, and what ...

The content strategy process starts with defining your brand or company story. Every company has a story to tell. Your story makes your business unique. It is a reflection of who you are, and what your company stands for. It expresses your personality and creates a unique experience for your customers.

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The Content Strategy Process: Building a Framework to Drive Demand and Engagement Across Digital Channels The Content Strategy Process: Building a Framework to Drive Demand and Engagement Across Digital Channels Presentation Transcript

  • © Ritchie Marabut & Productive Synergy Pty Ltd THE CONTENT STRATEGY PROCESS Building a Framework to Drive Demand and Engagement Across Digital Channels
  • © Ritchie Marabut & Productive Synergy Pty Ltd Why You Need a Content Strategy “Content Strategy plans for the creation, publication And governance of useful, usable content” – Kristina Halvorson Business Benefits of a Content Strategy: • Establishes a central theme to provide a consistent and unified message • Implements a structured process of content planning, creation and governance • Provides a holistic view of all content - aligning all tactics and campaigns under an overall strategy • Designs a standard process of capturing and nurturing leads through targeted digital content • Maps out ongoing content development • Establishes clear metrics to track and measure online customer engagement
  • © Ritchie Marabut & Productive Synergy Pty Ltd The New Engagement Model “Nobody cares about your product except you” - David Meerman Scott The New Model: Power has shifted from seller to buyer. The buyer now controls the experience and decides on the engagement process. People and businesses have problems, needs and challenges. They are looking for answers and solutions. They are NOT looking for a product or service. How do we engage in the new model? We need to engage through customer focused content NOT product content – content that addresses needs / issues
  • © Ritchie Marabut & Productive Synergy Pty Ltd Our Objectives • To help your business develop an Integrated Content Strategy that unifies all elements to consistently deliver your brand story across digital channels and at every stage of the buying cycle. • To plan for the production and delivery of the right CONTENT at the right TIME through the right CHANNELS for the right AUDIENCE.
  • © Ritchie Marabut & Productive Synergy Pty Ltd Our Methodology We seek to understand your business. We know that each business is unique with different issues, needs, priorities and ambitions. We will work closely with you and hold: • One-on-one interviews with key stakeholders of the company. The objective of these interviews is to bring in some personality into the content – understanding business goals, company ideals/values, key market differentiators, target customers, company culture, plus personal views and aspirations. • Brainstorming and content workshops with Marketing, Product and Sales groups to understand the different content objectives and priorities. • Regular progress updates / reporting to maintain visibility and transparency.
  • © Ritchie Marabut & Productive Synergy Pty Ltd The Content Strategy Process The Content Strategy Process is divided into 4 major parts: Part 1: What’s your story? • Develop a Strategic Messaging Framework • Establish Buyer Personas and Buying Stages • Build Trust and Credibility Part 2: What do you have and what do you need? • Conduct a Content Audit • Deliver a Content Development Plan • Create an overall Editorial Calendar Part 3: How will content drive demand and engagement? • Develop a Content Marketing Plan • Optimise content for Search, Social and Mobile Part 4: How will content be managed and measured? • Standardise a structured process of content creation and governance • Implement clear metrics to track performance and enable continuous improvement
  • © Ritchie Marabut & Productive Synergy Pty Ltd Part 1: What‟s Your Story? “Every company has a story to tell. Your story makes your business unique. It is a reflection of who you are, and what your company stands for. It expresses your personality and creates a unique experience for your customers.” The content strategy process starts with defining your brand or company story. So, how do you build your story? Here are 3 simple steps to help you get started: 1. Develop Your Strategic Messaging Framework 2. Create Buyer Personas 3. Build Your Credibility with Customers and Prospects
  • © Ritchie Marabut & Productive Synergy Pty Ltd Strategic Messaging Framework Your Strategic Messaging Framework: • Serves as the blueprint for all digital content, marketing initiatives and communications. • Creates the key messages that communicate your story to your target audience. • Builds on the “WHY” of your business – why you do what you do, and why your company was established in the first place. • Answers 3 main questions: 1. Who are you? 2. What makes your business unique? 3. How would you describe the people / culture in the company?
  • © Ritchie Marabut & Productive Synergy Pty Ltd Buyer Personas + Buying Stages 1. Defining the target market • Who are your „real‟ customers? • What are their main challenges / needs / problems? • How do you currently address these challenges / needs / problems? 2. Why customers choose you • What valuedo youprovide customers / prospects? • What do customers say about you? Why do they choose you over competition? Why do they stick with you? • How do you UNIQUELY serve your customers? 3. Current information flow • How do you currently deliver relevant information to customers and prospects? Brochures? Website? Face-to-face presentations? • Where can you find your customers and prospects? Online, social media, events? • What sort of information are they looking for? What type of content do they consume?
  • © Ritchie Marabut & Productive Synergy Pty Ltd Building Trust and Credibility 1. Credibility / experience • Awards, certifications / accreditations, recognition, years in the industry, credentials of the team, etc. 2. List of key customers, testimonials, feedback and reviews 3. Detailed case studies 4. Market / partner / competitor perceptions – within and outside the target industries 5. One way to build credibility is through Thought Leadership • Establishing the company as a TRUSTED source of valuable information and educational content • What topics / themes can you focus on?
  • © Ritchie Marabut & Productive Synergy Pty Ltd Part 2: What Do You Have and What Do You Need? Content Audit and Mapping Process: 1. Conduct a Content Audit 2. Deliver a Content Development Plan 3. Create an overall Editorial Calendar
  • © Ritchie Marabut & Productive Synergy Pty Ltd • Identify what digital content you currently have • Review all pieces of content to determine: any duplications, which ones need to be updated, improved or repurposed, and which ones to archive or discard • Recognise the content needs and preferences of customers and prospects at each stage of the buying cycle • Map existing content and identify „gaps‟ • Plan for the development of appropriate content to fill those „gaps‟ Objectives of a Content Audit
  • © Ritchie Marabut & Productive Synergy Pty Ltd • Inventory of all online content assets • Organise content assets into logical central foldersContent Inventory • Assessment based on: Quality, Value and Relevance • Identify duplications and overlaps Content Quality Assessment • Classify content under the main buying stages and personas • Does the content satisfy needs and preferences?Mapping Content • What needs to be created, updated or repurposed? • Determine internal priorities and objectivesIdentifying Gaps • Website content needs to be prioritised as main content hub • Determine resources & budget for content developmentPrioritising • Create a content roadmap – including a detailed Editorial or content calendar to map creation and publishing timelines Planning for Content Development The Process in More Detail
  • © Ritchie Marabut & Productive Synergy Pty Ltd Part 3: How Will Content Drive Demand and Engagement? •EDUCATION •Loosening of the status quo “we might have a problem, or we are conceiving a vision.” •Committing to change “we understand the problem and how it connects to us and/or our business.” Awareness •SOLUTION •Exploring possible solutions “your solution applies to our need.” •Committing to a Solution “your solution will have the greatest impact on us and/or our business.” Consideration •SELECTION •Justifying the decision “the business case is justified internally”. •Making the selection “We are confident and ready to move forward”. Decision Delivering consistently relevant and engaging content that moves the buyer through the sales cycle, closer to a sale
  • © Ritchie Marabut & Productive Synergy Pty Ltd Objective: To produce the right content (with the right message using the right content type and communicating to the right audience) that: • Engages customers and prospects at every stage of the buying cycle, • Develops TRUST, • And empowers them to move closer to a buying decision. Think big. Start small. Too much content can confuse your audience and makes information harder to find. The Content Marketing Plan
  • © Ritchie Marabut & Productive Synergy Pty Ltd 1. Establish your main themes and keywords • This process will define your keyword strategy for SEO and search purposes, and guide your editorial calendar and thought leadership planning. 2. Transform your website into an educational hub • Build a content driven hub in your website that publishes unique and educational content to address the needs of your audience. 3. Plan the for distribution and engagement in Social Media 4. Optimise for Search 5. Optimise for Mobile 6. Data Driven Content Marketing: Use data and analytics to test and refine content The Content Marketing Plan
  • © Ritchie Marabut & Productive Synergy Pty Ltd Themes & Keywords Editorial Calendar Content Development Plan Approval on the Plan Engage Content Producers Execution Plan Approval of Execution Plan Content Production Editing / Proofing Final Content Production Final Approvals Social / Online Publishing Part 4: How Will Content Be Managed and Measured? Content Workflow & Governance
  • © Ritchie Marabut & Productive Synergy Pty Ltd • Is there a current workflow or approval process? If so, how can it be improved? • Who are the ESSENTIAL stakeholders? Who needs to be part of the approval process? • Who will give the final approval? • Does the Legal Department need to be involved? • Is there a current Social Media or Digital policy? • Is there an internal team to manage the content process? • Will content be produced by external agencies or sourced in-house? • How will Marketing and Product groups be involved? Questions To Be Addressed
  • © Ritchie Marabut & Productive Synergy Pty Ltd • Website analytics • Implement Google Analytics (or other website analytics software) on all pages of the website to enable web tracking and monitoring • Recommend using marketing automation software to provide additional data and track individual email and IP address – providing you with a more detailed view of online customer behaviours. • Marketing Metrics • Proposed metrics to track content performance: • Website traffic (and sources) • Page visits and content downloads (plus average time spent on pages) • Calls-to-action (CTA) click throughs • Leads generated from eforms • Lead conversion to sales revenue • Subscriptions • Social shares, likes and comments • Performance reporting • Based on the metrics above, you can properly report on: • What pages / content are working and attracting visitors • What SEO / SEM initiatives are working and driving traffic to the website • ROI on online marketing spend (based on sales generated from the website) • Level of engagement in your website and social channels Content Performance Tracking
  • © Ritchie Marabut & Productive Synergy Pty Ltd Customer engagement is an ART… Not an exact science. It needs: Constant Research Regular Customer Communications Frequent Market Testing Ongoing Content Improvement The Need for Continuous Improvement
  • © Ritchie Marabut & Productive Synergy Pty Ltd “Your customers buy with their hearts. Touch the hearts of the people you serve, And they‟ll be back for more. Engage their emotions, and they‟ll become raging fans. Miss this insight, and you might just lose your business. Human beings move when their emotions are moved.” - Robin Sharma, The Greatness Guide Final Thought
  • © Ritchie Marabut & Productive Synergy Pty Ltd Ritchie Marabut As an experienced Content Strategist and Digital Marketer, Ritchie focuses on integrating Content, Search and Social Media Marketing - to drive demand and engagement across digital channels and at every stage of the buying cycle. He specialises in enhancing business websites with customer-centric and purpose driven content. Ritchie is also a trained Content Producer with commercial working experience in HTML, CSS, Content Management Systems, Adobe Creative Suite, Content Integration, eNurturing Content, SEO Content, and Social Media Content. Ritchie has more than 15 years sales and marketing experience, and has been working with big and small brands in Australia and Asia. Email: rmarabut@productivesynergy.com.au Phone: +61 2 8860 9652 About Your Content Strategy Consultant