0
Developing a Content Marketing Strategy
WE ARE ALL
CONSUMERS
and our expectations for digital are set
by the brands we interact with.
If your experience doesn’t m...
WE’RE LESS TOLERANT
When users have a less than positive experience online…
78% go to competitor site
88% are less likely ...
YOUR NEW
COMPETITION
CONTENT IS…
WHAT
PEOPLE
WANT
WHAT
PEOPLE
SHARE
WHY
PEOPLE
ACT
Companies of all sizes need to realize that great content is...
WE ALL MAKE CONTENT
SO WHAT IS CONTENT
MARKETING
Planning
Production
Publication
Promotion
AGILE
MARKETING
Making frequent, planned updates enables
you to prioritize feedback and respond
immediately to what users ...
Building small requires
rigorous prioritization of
content opportunities based
on existing user insights and
business obje...
PLANNING Planning is about understanding your
objectives and aligning them with the intent
of your audience
Feedback
Comme...
CONTENT
PRODUCTION
Creating great content is lots of
hard, rigorous work and there are no
shortcuts to doing it right
TECH...
PLANNED PUBLICATION
CONTENT PUBLICATION
Though content roadmaps are critical, room must
be made for the learnings gained f...
Content isn’t valuable to you or your audience you worked hard to
create it for if nobody knows you created it. Great cont...
Great Content
MARKETING
Planning
Production
Publication
Promotion
Seth@RevUnit.com
Twitter: @Seth_Waite
Web: RevUnit.com
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Agile Content Strategy

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Learn about the 4 P's of Content Strategy (Planning, Production, Publication and Promotion) in an Agile methodology to make sure your content creation is effective.

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  • What brands have you interacted with so far today? When it comes to digital, your competition is not ______________. It’s Google, Starbucks and Apple. Why? Because…
  • What brands have you interacted with so far today? When it comes to digital, your competition is not ______________. It’s Google, Starbucks and Apple. Why? Because…
  • What was your last project that no one used? Why?
  • Transcript of "Agile Content Strategy"

    1. 1. Developing a Content Marketing Strategy
    2. 2. WE ARE ALL CONSUMERS and our expectations for digital are set by the brands we interact with. If your experience doesn’t measure up, it’s going to hurt your brand. A sub-par user experience results in 47% of site visitors having a less positive perception of the company… and a third went on to tell others about it. Equation Research
    3. 3. WE’RE LESS TOLERANT When users have a less than positive experience online… 78% go to competitor site 88% are less likely to return 38% go to a competitor and never return
    4. 4. YOUR NEW COMPETITION
    5. 5. CONTENT IS… WHAT PEOPLE WANT WHAT PEOPLE SHARE WHY PEOPLE ACT Companies of all sizes need to realize that great content is required for success in digital
    6. 6. WE ALL MAKE CONTENT
    7. 7. SO WHAT IS CONTENT MARKETING Planning Production Publication Promotion
    8. 8. AGILE MARKETING Making frequent, planned updates enables you to prioritize feedback and respond immediately to what users are saying. This connectivity with users builds loyalty and drives continued engagement with the content. TRADITIONAL METHOD Write Content OUTCOME? USER VALIDATED MARKETING MVP 0.2 0.3 0.4 1.0 LEARNINGS LEARNINGS LEARNINGS LEARNINGS OR
    9. 9. Building small requires rigorous prioritization of content opportunities based on existing user insights and business objectives Our aim is to learn from real users on a subset of content and let those insights inform the future allocation of resources LEVEL OF EFFORT SIZEOFSUCCESS CONTENT PLANNING
    10. 10. PLANNING Planning is about understanding your objectives and aligning them with the intent of your audience Feedback Comments, reviews, survey Behavior A-B testing, heat-mapping Analytics Page, event and conversion Connections Data bridges, Social INTENT SOCIAL INTEREST USER VALIDATED DRIVERS
    11. 11. CONTENT PRODUCTION Creating great content is lots of hard, rigorous work and there are no shortcuts to doing it right TECHNOLOGIES Ruby on Rails .NET HTML5 iOS Android PhoneGap PHP PLATFORMS Mobile Tablet Web Social Kiosk POS PRODUCERS Writers Editors Experts Videographers Photographers Recording Artists Actors
    12. 12. PLANNED PUBLICATION CONTENT PUBLICATION Though content roadmaps are critical, room must be made for the learnings gained from users. MVP Iterate Iterate 1 2 1 2 1 2 Listen & Learn Implement 1 2
    13. 13. Content isn’t valuable to you or your audience you worked hard to create it for if nobody knows you created it. Great content is easier to promote, but it wont share itself. Next Steps for Content… PROMOTION SHARING Influencers 1st Stay in the Conversation Make it Contextual Bite-size Bits UPKEEP Lifecycle Relevancy Platform Changes New Content SEARCH Micro & Meta Internal Links Natural Language User First
    14. 14. Great Content MARKETING Planning Production Publication Promotion
    15. 15. Seth@RevUnit.com Twitter: @Seth_Waite Web: RevUnit.com
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