The Leading Content Production PlatformExecute Your Content StrategyWith A Dynamic Content Calendar           www.skyword....
Today’s Presenters         Tricia Travaline         @travwin         Vice President of Marketing, Skyword        Keith Kos...
Today’s Webinar What is a content strategy Steps to creating a content strategy Executing a content strategy with a dyn...
Who We Are…Skyword               leading                       is thecontent production platform   We make it easy to prod...
Content Feeds Your Channels                              Content    PAID                        OWNED                     ...
Why Content Strategy is Critical Today  To reach and engage your customers you need        to be publishers of great conte...
You Need a Great Content Strategy        Content strategy…the practice of planning content        creation, delivery, and ...
Without it…               Content misaligned                           Messaging not                 with business        ...
6 Steps to a Great Content Strategy                                PLAN1. Business objectives2. Audiences3. Publishing and...
1. Define your business objectivesBusiness Priorities       Marketing Objectives                                   Editori...
2. Know your audience                 What are they                                What do they care           Where are t...
3. Create a publishing and distribution plan                Searchable                           News/Evergreen           ...
Brands                                                            Expandingas Media                                       ...
5. Recruit writers and influencers                        Expert                                     Influencer   Advocate...
6. Establish process and technology                     Create /Recruit   Research                           Review       ...
From Recruiting Writers                     Create /Recruit   Research                          Review                    ...
All The Way To Measuring Performance                     Create /Recruit   Research                          Review       ...
Executing Your Strategy With A Content Calendar                      Create / Recruit   Research                          ...
Next Steps Contact us for a free demo  – Email: learnmore@skyword.com Keep up to date on content marketing and news  fro...
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Content Strategy Webinar from Skyword

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  • This PowerPoint Template includes a series of slide masters with predefined layouts and color schemes for formatting slides Slide Masters are displayed when you right click on a slide and select Layout from menu
  • Why marketers need a content strategyLack of cohesion unifying content with business strategyContent siloedacross categories and projectsInefficiencies managing writers assignmentsCreating and scheduling assignmentsComplexity managing writers across time zonesInability to prioritize content by date to meet deadlinesInefficient traditional approach to publishing content
  • Blow out of each visual as he clicks through the slide. Must be visible tool screen captures.Are these the most up to date screen grabs? For writer research consider including profile.Only feature one screen capture at a time.Ideally, there should be a screencast video here that takes us through each screen with the updated agency workflow.Include the newsflow (sit with liz).
  • Blow out of each visual as he clicks through the slide. Must be visible tool screen captures.Are these the most up to date screen grabs? For writer research consider including profile.Only feature one screen capture at a time.Ideally, there should be a screencast video here that takes us through each screen with the updated agency workflow.Include the newsflow (sit with liz).
  • Blow out of each visual as he clicks through the slide. Must be visible tool screen captures.Are these the most up to date screen grabs? For writer research consider including profile.Only feature one screen capture at a time.Ideally, there should be a screencast video here that takes us through each screen with the updated agency workflow.Include the newsflow (sit with liz).
  • Content Strategy Webinar from Skyword

    1. 1. The Leading Content Production PlatformExecute Your Content StrategyWith A Dynamic Content Calendar www.skyword.com#SkyCalFebruary 13, 2013 © 2012 Skyword Inc, Confidential. All rights reserved.
    2. 2. Today’s Presenters Tricia Travaline @travwin Vice President of Marketing, Skyword Keith Kost @kopake Vice President of Product Management, Skyword © 2012 Skyword Inc, Confidential. All rights reserved.
    3. 3. Today’s Webinar What is a content strategy Steps to creating a content strategy Executing a content strategy with a dynamic calendar Demonstration of Skyword Content Calendar Q&A © 2012 Skyword Inc, Confidential. All rights reserved.
    4. 4. Who We Are…Skyword leading is thecontent production platform We make it easy to produce quality content at scale that is optimized for search and social © 2012 Skyword Inc, Confidential. All rights reserved.
    5. 5. Content Feeds Your Channels Content PAID OWNED EARNED  Display Ads  Web Site  Facebook  SEM  Mobile Site  Twitter  Sponsorships  Blog  Google+  Twitter Account  SEO © 2012 Skyword Inc, Confidential. All rights reserved.
    6. 6. Why Content Strategy is Critical Today To reach and engage your customers you need to be publishers of great content © 2012 Skyword Inc, Confidential. All rights reserved.
    7. 7. You Need a Great Content Strategy Content strategy…the practice of planning content creation, delivery, and governance and a repeatable system that defines the entire editorial content development process. Source: Wikipedia: Kristina Halvorson, Richard Sheffield © 2012 Skyword Inc, Confidential. All rights reserved.
    8. 8. Without it… Content misaligned Messaging not with business resonating with objectives audiences Lack of content strategy Poor search and social Inefficiencies performance publishing content © 2012 Skyword Inc, Confidential. All rights reserved.
    9. 9. 6 Steps to a Great Content Strategy PLAN1. Business objectives2. Audiences3. Publishing and distribution EXECUTE4. Categories, themes, topics5. Content creators and influencers6. Process and technology © 2012 Skyword Inc, Confidential. All rights reserved.
    10. 10. 1. Define your business objectivesBusiness Priorities Marketing Objectives Editorial Board Measurement © 2012 Skyword Inc, Confidential. All rights reserved.
    11. 11. 2. Know your audience What are they What do they care Where are theyWho are they? searching on? about? in the buyer’s journey?LISTEN TO YOUR SEE YOUR CONVERSE CONSUMER COMPETITION WITH YOUR COMMUNITY © 2012 Skyword Inc, Confidential. All rights reserved.
    12. 12. 3. Create a publishing and distribution plan Searchable News/Evergreen FrequencyContent Standards Sharable Repurposed © 2012 Skyword Inc, Confidential. All rights reserved.
    13. 13. Brands Expandingas Media online Houses enrollment with content 4. Develop content categories and themesMicrotarge Evolving ting and Agency © 2012 Skyword Inc, Confidential. All rights reserved. Economi
    14. 14. 5. Recruit writers and influencers Expert Influencer Advocate © 2012 Skyword Inc, Confidential. All rights reserved.
    15. 15. 6. Establish process and technology Create /Recruit Research Review Publish Promote Measure Optimize © 2012 Skyword Inc, Confidential. All rights reserved.
    16. 16. From Recruiting Writers Create /Recruit Research Review Publish Promote Measure Optimize © 2012 Skyword Inc, Confidential. All rights reserved.
    17. 17. All The Way To Measuring Performance Create /Recruit Research Review Publish Promote Measure Optimize © 2012 Skyword Inc, Confidential. All rights reserved.
    18. 18. Executing Your Strategy With A Content Calendar Create / Recruit Research Review Publish Promote Measure Optimize © 2012 Skyword Inc, Confidential. All rights reserved.
    19. 19. Next Steps Contact us for a free demo – Email: learnmore@skyword.com Keep up to date on content marketing and news from Skyword! – Blog at http://www.skyword.com/blog/ – The Content Standard http://www.contentstandard.com – Facebook at http://www.facebook.com/skyword – Twitter @skyword – LinkedIn Groups – Look for Skyword’s group © 2012 Skyword Inc, Confidential. All rights reserved.
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