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A simple guide to creating an online content strategy

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  1. 1. Content Strategy • Identify, agree and use all relevant existing content to create the ideal strategy • Key message penetration via collaboration • Build creative relationships within the organisation and with stakeholders to supply new content • Create the correct balance between Paid, Owned and Earned media • Establish and exploit your ‘inner media company’ A route map for optimum content creation and delivery
  2. 2. Paid, Owned and Earned media, supercharge their impact through convergence • Paid: (Advertising: print, TV, radio, web) • Owned: (Corporate website, landing pages, blogs, e-shots, brand community, etc) • Earned: (Social, blogs, forums, review sites, etc) Each of these channels will play a critical role in your brands content strategy, but to maximise opportunity and efficiency, when appropriate we merge two or more channels into Converged-Media
  3. 3. Content from many media to many places
  4. 4. Creating Converged Media Converged Media utilises two or more channels of paid, earned, and owned content. It creates and enables a consistent storyline, look, and feel. All channels work to supply a synchronicity, enabling brands to reach customers exactly where, how, and when they want, regardless of channel, medium, or device, online or offline. With the customer journey between devices, channels, and media becoming increasingly complex, this strategy offers fast, controllable, key message delivery to target.
  5. 5. Team Structure & Organisation Planning Content Narrative & Brand Strategy Content Execution & delivery of Planned Content Creative Newsroom Deployment Converged Media Models Real Time Command Centre Operations Employee & Client Advocacy Content: Your brand becomes a content machine, produc ing content, day in, day out Relevant: Your brand produces quality content that changes customer behaviour Fresh: Content is published without approval bottlenecks Omnipresent: Your content is everywhere Agile: Sourcing and delivering content fast! Business Centre of Excellence Enterprise Collaboration Identify Roles & Task Ownership Content Audit 3rd Party Research Stakeholder Audits Campaign Collaboration Technology Adoption & Deployment Content Governance Client & Employee Enablement Cross Team Collaboration Stakeholder Alignment Content Production & Analytics Integration Workflow Management Integration with Paid Media Team Technology Partnerships (Publishers) Enablement Planning Execution Infrastructure Exploit your inner media company Brand&ContentStrategyBusinessStrategy
  6. 6. Data-mining for new content & opportunities • As a brand you will have rich data that can be used to create conversations & messages. Advertisements, white- papers, presentations, blogs, campaigns, etc, all can tell a good story. • We are also research experts, we search and plan ahead for the best publishing opportunities. Creating relationships with all media to optimise opportunities. • The world is information-hungry. Creating strong, persuasive & entertaining content and delivering it to the right audience, is the essence of effective brand positioning.
  7. 7. How is data sourced and placed? • Through use of the appropriate marketing software: Hubspot, Eloqua, Vocus, Outbrain, Taboola • Specialist relationship building software: Vuelio for managing professional stakeholder interactions; FENS for sourcing embargoed media opportunities and building media profiles. • And by creating good media relations, both online and offline! Becoming the reliable, go-to experts for informative content
  8. 8. What will the content feel like, what will it do? • Good content should have a constant presence, like a pulse, or beat of a drum • Ubiquity is not wrong. In a multi-channel environment, you can’t overkill a good, strong message • Great content delivered correctly will enable your brand to be seen exactly as you design. Influencing, persuading, who, where and when you want
  9. 9. And how do we measure success? • Integrated into the enablement plan is a set of metrics, agreed to client need, giving an accurate measure of what success means in your terms • Across the marketing mix we can include; real- time conversions, leads, applications, revenue, cost per acquisition (cpa), ROI • We can also supply a comprehensive qualitative overview of any campaign or current brand profile integrated into the main plan