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The Leading Content Production Platform




Execute Your Content Strategy
With A Dynamic Content Calendar
           www.skyword.com


#SkyCal

February 13, 2013




               © 2012 Skyword Inc, Confidential. All rights reserved.
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.
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.
Who We Are…

Skyword               leading
                       is the

content 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.
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.
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.
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.
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.
6 Steps to a Great Content Strategy
                                PLAN
1. Business objectives
2. Audiences
3. Publishing and distribution

                        EXECUTE
4. Categories, themes, topics
5. Content creators and influencers
6. Process and technology

                   © 2012 Skyword Inc, Confidential. All rights reserved.
1. Define your business objectives


Business Priorities       Marketing Objectives                                   Editorial Board   Measurement




                                 © 2012 Skyword Inc, Confidential. All rights reserved.
2. Know your audience
                 What are they                                What do they care           Where are they
Who 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.
3. Create a publishing and distribution plan

                Searchable                           News/Evergreen                                Frequency

Content Standards            Sharable                                                 Repurposed




                             © 2012 Skyword Inc, Confidential. All rights reserved.
Brands                                                            Expanding
as Media                                                              online
 Houses                                                            enrollment
                                                                   with content
  4. Develop content categories and themes




Microtarge                                                              Evolving
 ting and                                                               Agency
               © 2012 Skyword Inc, Confidential. All rights reserved.
                                                                        Economi
5. Recruit writers and influencers



                        Expert                                     Influencer   Advocate




          © 2012 Skyword Inc, Confidential. All rights reserved.
6. Establish process and technology




                     Create /
Recruit   Research                           Review                        Publish   Promote   Measure
                     Optimize




                           © 2012 Skyword Inc, Confidential. All rights reserved.
From Recruiting Writers

                     Create /
Recruit   Research                          Review                        Publish   Promote   Measure
                     Optimize




                           © 2012 Skyword Inc, Confidential. All rights reserved.
All The Way To Measuring Performance

                     Create /
Recruit   Research                          Review                        Publish   Promote   Measure
                     Optimize




                           © 2012 Skyword Inc, Confidential. All rights reserved.
Executing Your Strategy With A Content Calendar

                      Create /
 Recruit   Research                          Review                        Publish   Promote   Measure
                      Optimize




                            © 2012 Skyword Inc, Confidential. All rights reserved.
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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Content Strategy Webinar from Skyword

  • 1. The Leading Content Production Platform Execute Your Content Strategy With A Dynamic Content Calendar www.skyword.com #SkyCal February 13, 2013 © 2012 Skyword Inc, Confidential. All rights reserved.
  • 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. 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. Who We Are… Skyword leading is the content 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. 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. 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. 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. 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. 6 Steps to a Great Content Strategy PLAN 1. Business objectives 2. Audiences 3. Publishing and distribution EXECUTE 4. Categories, themes, topics 5. Content creators and influencers 6. Process and technology © 2012 Skyword Inc, Confidential. All rights reserved.
  • 10. 1. Define your business objectives Business Priorities Marketing Objectives Editorial Board Measurement © 2012 Skyword Inc, Confidential. All rights reserved.
  • 11. 2. Know your audience What are they What do they care Where are they Who 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. 3. Create a publishing and distribution plan Searchable News/Evergreen Frequency Content Standards Sharable Repurposed © 2012 Skyword Inc, Confidential. All rights reserved.
  • 13. Brands Expanding as Media online Houses enrollment with content 4. Develop content categories and themes Microtarge Evolving ting and Agency © 2012 Skyword Inc, Confidential. All rights reserved. Economi
  • 14. 5. Recruit writers and influencers Expert Influencer Advocate © 2012 Skyword Inc, Confidential. All rights reserved.
  • 15. 6. Establish process and technology Create / Recruit Research Review Publish Promote Measure Optimize © 2012 Skyword Inc, Confidential. All rights reserved.
  • 16. From Recruiting Writers Create / Recruit Research Review Publish Promote Measure Optimize © 2012 Skyword Inc, Confidential. All rights reserved.
  • 17. All The Way To Measuring Performance Create / Recruit Research Review Publish Promote Measure Optimize © 2012 Skyword Inc, Confidential. All rights reserved.
  • 18. Executing Your Strategy With A Content Calendar Create / Recruit Research Review Publish Promote Measure Optimize © 2012 Skyword Inc, Confidential. All rights reserved.
  • 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.

Editor's Notes

  1. 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
  2. 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
  3. 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).
  4. 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).
  5. 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).