Putting Strategy into your Content Creation - Content Marketing


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  • Hi Stuart - looking at your deck, there seems to be a lot that you could argue is content strategy versus content marketing strategy. Interested in your views of the difference.
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Putting Strategy into your Content Creation - Content Marketing

  1. 1. Content to Convert RECOMMENDED UNTIL AUG 201 AWARD WINNER
  2. 2. // Introducing Strategy into your Content creation It’s not the size that matters. It’s what you do with it that counts.
  3. 3. Are you publishing content without a plan?
  4. 4. Are you publishing content without a plan? {SERIOUSLY}
  5. 5. what we call: Scattergun
  6. 6. STOP
  7. 7. STOPCollaborate & Listen
  8. 8. STOP
  10. 10. STOP
  12. 12. You Need:
  13. 13. You Need: // a Plan
  14. 14. You Need: // a Plan // a Reason to Publish
  15. 15. You Need: // a Plan // a Reason to Publish // a Strategy
  16. 16. // an e-Strategy... ?
  17. 17. // an e-Strategy... ? (shameless brand drop No’1) Boom!
  18. 18. Be a Curator
  19. 19. You don’t make a great museum by putting all the art in the world into a single room...
  20. 20. You don’t make a great museum by putting all the art in the world into a single room... That’s a Warehouse
  21. 21. Don’t dilute your content offering. Quality not Quantity
  22. 22. What do we want? ... Good Content. When do we want it? ... Now. You need an Audience, not Traffic
  23. 23. Audience 1st Search engines 2nd Good Content will build an audience faster than anything else
  24. 24. Optimise the Content SEO aint dead, it’s just different Text : Consider title tags, Meta descriptions, H1 tags, and URL structure. Image : Relevant alt tags, image tags, and filenames, while keeping file size in mind, too.
  25. 25. Okay okay... So, what should I actually do?
  26. 26. // Put your feet up and let your content do the talking Content is inbound. THE 7 STEPS TO CONTENT KARMA
  27. 27. 1. THE PLAN Build the fundamentals of your plan. // What do you want to achieve? // State the Business case. (MD’s are a sucker for a good business case!)
  28. 28. Use an Inbound Strategya what?
  29. 29. 1. AUDIENCE understand your core audiences The only way you can maintain long term success is to continually engage people. However, continually engaging people in this manner will earn you a reputation >>
  30. 30. Build your Buyer Persona(s) Do your research Fictional representations of your ideal customer. Based on data about: // Demographics // Online behavior // Educated speculation about their histories, motivations & concerns. Using these you can focus in on exactly where your buyers will spend their time, what publications they will read, which websites they will use and who is likely to influence them.
  31. 31. Identify your Buying Cycles not to be confused with bi-cycles >
  33. 33. Larger Content Map Product/Inventory Persona A Buying Buying Buying Awareness Comparison Research Purchase 1 1 1 1 1 1 1 1 3 3 3 3 3 3 3 3 2 2 2 2 2 2 2 2 4 4 4 4 4 4 4 4 1 1 1 1 1 1 1 1 3 3 3 3 3 3 3 3 2 2 2 2 2 2 2 2 4 4 4 4 4 4 4 4 1 1 1 1 1 1 1 1 3 3 3 3 3 3 3 3 2 2 2 2 2 2 2 2 4 4 4 4 4 4 4 4 1 1 1 1 3 3 3 3 2 2 2 2 4 4 4 4 1 1 1 1 3 3 3 3 2 2 2 2 4 4 4 4 Awareness Comparison Research Purchase Awareness Comparison Research Purchase Persona B Persona C Other Marketing
  34. 34. Stage 1) Awareness : Just looking for information • How do washing machines work? • What’s the difference between bio and non-bio washing? • How much electricity do washing machines use? • Which washing machines are made in the UK? • Does hard water damage washing machines? Stage 2) Research : Shopping around, exploring options • Top washing machine brands compared • What different functions are available on washing machines? • Which washing machines are most energy efficient? • How long does the average wash cycle take? • What’s the best detergent to use in a washing machine? Stage 3) Comparison : Almost ready to buy, comparing retailers and prices • What delivery and installation options are available? • What do customer reviews say about your product? • How easy is it to install? • How noisy is it - in comparison with other machines? • Compare prices Stage 4) Buying : Buying & information for customers • How does the guarantee work? Do you fix it on site? • Do I need to keep checking the filter? • Help with the program - it seems to have an error • Why is powder collecting in the detergent tray? • Which program is best for different washes? Now you need to connect it all together... Simples. So, you need a Washing Machine The Buying Stages.
  35. 35. Strangely enough... The internet has 101 amazing infographics on the subject... Print one off... use it as funky wallpaper
  36. 36. RESEARCHThe following tools are great ways to find out the terms your potential customers are using to find you. Google Tools : Keyword Planner, Google Analytics & Trends Autocomplete : Google Suggest & UberSuggest Social Media : Brand & Topic Search, SocialCrawlytics, Social Mention
  37. 37. Google autocomplete... urm... ok!
  38. 38. aww come on, we have all done that... ...Haven’t we?
  39. 39. Set Up Your Editorial Calendar My personal weapon of choice is a Google Calendar, a great tool for collaboration and you can share this with co-workers and content creators. Look at your goals and work back to define the amount and type of content you will need to “bring home the bacon”. Fill your calendar with all (internal & external) specific dates, events, opportunities & publishing tasks, create a good mix of content types, topics and personas to make sure you are attending to all your audiences. Your content calendar provides you with a great platform to spot opportunities to repurpose content to ensure an even spread.
  40. 40. Create your content, tell your brand story, be emotional, be real. Story
  41. 41. BUT
  42. 42. Storytelling is not intended to be a ‘Selling’ tool
  43. 43. o No No no No n o no No no No no no No no No no No no No no No no No no No no No No no No no No no No no o no No no No no N No no No no o no No
  44. 44. Once upon a time, something happened & they all lived happily ever after. The end “Storytelling is... a method of building strong relationships with your customers and a thriving community of loyalists over time. Your story identifies your passions and serves as the foundation for all your future content developments.
  45. 45. Channels // Determine your Distribution Channels // Dont tie yourself to one channel <--- Re-evaluate quickly if you are using this channel !
  46. 46. manage your team & your tools who & how? be unique Process
  47. 47. Share, Listen & Respond Conversation Create your content & listen...
  48. 48. < How much must he have been paid for this ??? :) Measurement PROVE THE EFFECTIVENESS • Long Term Win - No Quick Fix • You will fail... fail quickly & learn • Build a solid organic foundation to future proof your site against google algorithm changes.
  49. 49. // Copy // Articles // Webpages // Slideshares // Infographics // Images ... ? Content is EVERYTHING
  50. 50. Dont be linear, it onlyrestrictsyou rresultsandlimit syourcreativity.
  51. 51. What is content. Content is... • the staff within your business. Think of Hooters... not literally. Be Unique. • the design of your shop/office. Google for example - Free WiFi lets them share • your products and services. Think of Coffee shops and ‘Latte Art’ • things like the menus on your tables. You could deliver your Menus on iPads? • the Branding of your Business. Sofa King & “prices that are Sofa King low!” • your company values. Associations with charities and causes are great. • your customers. User generated content on experiences via social. • EVERYTHING. Just understand your goal & what you are trying to achieve.
  54. 54. Nothing more needs to be said.
  55. 55. Be Short - Go Direct Take out the Guess Work
  56. 56. • What are the biggest issues people are facing that lead them to search for a solution? • What are the main objections you hear as to why they don’t buy? • What are the goals that people are trying to solve? • What are the biggest challenges? • What does success look like for your potential customer & what metrics are they measured by? Your sales team will provide a wealth of insight as to the kind of Content you should be creating: They hear first-hand, the challenges & issues that your prospects are facing. They hear the common objections as to why people don’t buy.
  57. 57. Go to your Customers // Direct Answers // Case Studies // Testimonials // Individual Journeys // Content ideas
  58. 58. & then...
  60. 60. #Cliffhanger come back & see us next time for more indepth tips such as:
  61. 61. • Why it’s not all about length • The Inverted Pyramid • Why you should use ‘Click Here’ • How to #Win • Repurposing content ...Yes, him again.
  62. 62. • How to write Great Content • The Most important part of Content • How to write the Killer Headline • Everyone wants to be taught • Influencers & Influence Ripples
  63. 63. Before I go. You need these in your life...
  64. 64. www.econsultancy.com/blog/64539- introducing-the-periodic-table-of-content-marketing
  65. 65. Social media is not something that should be solely utilized by any one team within a company. Ideally, the entire community will also be more apt to share these openings with its networks. Internal social networking There are some social networks that are designed to be used entirely inside an organization. Some people like Yammer. Some prefer Chatter. Heck, some even use Basecamp or Jive. Whatever flavor you pick, social networking tools used internally can be incredible for knowledge sharing, building a sense of camaraderie, and increasing cross-functional collaboration. Internal social networks can also be valuable for governance and policy awareness efforts. Career advancement Being active and fully aware of the "hows and whats" of social media is quickly becoming a mandatory skill in today's workforce. This skill cannot be overlooked, especially for HR professionals. Social media can also be used to network online and learn about trending topics in a specific field, discovering new areas of opportunity for the business that might include niche communities for related professions. Consistent branding and voice There are many elements that go into a brand—both visual and otherwise—but ultimately what it becomes is your promise to your customers. You define their experience of what your product offering tries to fulfill. A "brand" can feel like a very amorphous concept; but consider the fact that your company's brand helps add tangible value to the organization, and when managed appropriately, it can help to protect the investments made to the business over time. How one actually determines the value of a brand is a fairly complicated endeavor. Most of us aren't trying to compete with the most valuable global brands. That being said, there sure is a lot you can learn from them: Your social presence is just an extension of your brand, allowing that brand to reach many more people through networked experiences. This can be both a risk and an opportunity, so it’s important to spend the time it takes to decide and define what your brand will be in the social environment, as inconsistency in this area can lead to a disjointed customer experience (or even a negative impact). Key questions to answer include: Sample Guidelines 1. How your logo is to be represented 2. What fonts and colors can be used and in what manner 3. A full brand description and what it stands for 4. Situations in which the brand can and cannot be used 5. Tone, voice, and manner guidelines 6. Other topographical and structural elements (primarily for advertisers) If you do not already have brand guidelines developed, you'll want to start there with your marketing team. Once you have those finished, you'll want to address how they translate to social media. Most of the visual components (logos, colors, etc.) will remain the same, though you'll want to make sure the users setting up your social profiles have access to any relevant creative assets. For more inspiration, take a look at the and . For most small and medium businesses, these will likely feel overzealous (they probably are), but you can glean inspiration for the parts that make sense for you. If you have a graphic design team, they should be able to help you with a lot of this as well. Know your audience. Be on-brand, but also be relevant to the environment in which you're working. Your audience, or the social platform you are engaging on, may slightly change your tone and voice from your brand guidelines. This is where it's important to have a really solid understanding so you can adapt as necessary. It's not vital to be absolutely consistent between platforms, but it is vital to demonstrate cohesiveness. Be human. It probably sounds obvious, but this is the goal of social media. Human engagement is where the magic is, and keeping that in mind as you're developing your brand will help you craft a voice that's not only solid and cohesive, but also one that users can relate to and build relationships with. You know, like people. :) Integrate your campaigns. Integrating your campaigns across all of your social profiles can help solidify your brand and amplify your efforts. Using similar visual elements across all of your profiles will help ingrain your messaging and drive home the point in ways that are relevant and customized to the platform. Cambridge Identity Guidelines MailChimp's guidelines Is social media just a fad? Over the last several years, there has been an explosion of growth in popular social media platforms like Facebook, Twitter, Google+, LinkedIn, YouTube, Pinterest, and many others. It's safe to say that the era of social media is just getting started, and the need for social media in business will only become stronger over time. The whole world has seen the impact of the expansion and adoption of social media tactics, and the rising stats speak for themselves. When Facebook started in 2004, it was a bare-bones social network focused on connecting college students. Nine years and more than 1 billion active users later, Facebook has become the most widely-used social network to date and has shaped online interaction as we know it. From connecting distant friends and family members, to bridging the gap between brands and their communities, Facebook has taken the way we interact online to a whole new level. Key stats and demographics Looking for sources? Click on any of the stats above! How are people using Facebook? Since its inception, Facebook has become an integral component of people's online social presence. For many, Facebook is the only online social network in which they participate, though the level of engagement varies across the user spectrum. From those that check the network periodically throughout the week to those who are almost compulsively active, the core driving force to participation is connection: connecting with colleagues, friends old and new, alumni networks, and for an increasing percentage of users, even professional connections. The network itself has transformed into one with highly customizable privacy and visibility settings. Users can dial down their Chapter 6 Facebook Welcome to The Beginner's Guide to Social Media! Welcome to The Beginner's Guide to Social Media! Whether you're new to social media or just looking to close a few knowledge gaps, we're glad you stopped by. By now, we've all heard how valuable—even essential—social media can be. Whether your current sentiment leans more toward enthusiasm or trepidation, there's no way around the fact that social media is a far more complex field than it first seems. Diving in without a sense for what it's like can be overwhelming, and building a network that provides real value takes both savvy and hard work, but fear not—we're here to help! We hope you'll find this to be one of the most comprehensive social media resources available, and that no matter what your skill level is, there's plenty in here to help you improve your social presence. What are we waiting for? Let's dive in! Chapters Introduction 1 The Value of Social Media 2 Social Media Best Practices 3 Social Media Metrics and ROI 4 Find the Right Network for You 5 Facebook 6 Twitter 7 Google+ 8 LinkedIn 9 YouTube and Pinterest 10 Blogging 11 Social Doesn't Stop There 12 www.moz.com/beginners-guide-to-social-media/
  66. 66. Conclusion... This earbashing was just a sample of the elements you should use to develop your content marketing strategy. Ask me questions: email : dean@e-strategy.net linkedin : /deanbreyley twitter : @deanbreyley / @estrategyltd dog&bone : 07709 576 499
  67. 67. Conclusion... This earbashing was just a sample of the elements you should use to develop your content marketing strategy. Ask me questions: email : dean@e-strategy.net linkedin : /deanbreyley twitter : @deanbreyley / @estrategyltd dog&bone : 07709 576 499 remember...
  68. 68. Content.
  69. 69. Content. Keep it real
  70. 70. DEVELOPING & ENHANCING THE DIGITAL CUSTOMER JOURNEY & EXPERIENCE 01803 203311 info@e-strategy.net The Byre. Berry Pomeroy. Devon. TQ9 6LH