CONTENT STRATEGY
Tela Litana
Content Strategist and Social Media Manager
@Tela_telz
tela@zasocialmedia.com
ON THE AGENDA
• WHAT IS A CONTENT STRATEGY?
 PLANNING
 CONTINUOUS DEVELOPMENT
 ONGOING MANAGEMENT

• WHY DO I NEED A CO...
WHAT IS A CONTENT STRATEGY?
WHAT IS A CONTENT STRATEGY?
An effective content strategy is the
careful planning, development and
management of your cont...
WHAT IS A CONTENT STRATEGY?

Careful Planning

Think of it as a road map for both you and your visitors. As you map out
th...
WHAT IS A CONTENT STRATEGY?

Continuous development, shaped by tactics
•
•
•
•

Facebook/Twitter/Pinterest (etc) Strategy
...
WHAT IS A CONTENT STRATEGY?

Ongoing management, defined by constant evaluation,
assessment, redesign and implementation.
...
WHY DO I NEED A
CONTENT STRATEGY?
WHY DO I NEED A CONTENT STRATEGY?

Attract

Attract new customers whilst retaining the trust and loyalty of
your existing ...
WHY DO I NEED A CONTENT STRATEGY?

Maximizing your web content entails the mastering
and practice of these techniques;
•
•...
WHY DO I NEED A CONTENT STRATEGY?

Prioritize your content to avoid being this guy!
Remember content isn’t just text, it i...
WHY DO I NEED A CONTENT STRATEGY?

Build Trust

If your content strategy does not cater to building trust with
your online...
CREATING AND IMPLEMENTING A CONTENT
STRATEGY
HOW DO I CREATE A CONTENT STRATEGY?

Picture by Andrew Kaufman
KEY ELEMENTS OF A CONTENT STRATEGY

• OVERALL OBJECTIVES
• BUYER PERSONAS
• PRIMARY/SECONDARY MESSAGING

• EDITORIAL CALEN...
KEY ELEMENTS OF A CONTENT STRATEGY

• Awareness
• Nurture
• Market Products
• Thought Leader
• Promote

Objectives Over
Ti...
KEY ELEMENTS OF A CONTENT STRATEGY

Objectives Over
Time

We want to increase blog readership by 5% every month for the ne...
KEY ELEMENTS OF A CONTENT STRATEGY

Avoid getting this reaction from audiences when
they come across your content.
Look in...
KEY ELEMENTS OF A CONTENT STRATEGY

Primary/Second
ary Messaging

PRIMARY
(our services)

Smart marketers really
master th...
KEY ELEMENTS OF A CONTENT STRATEGY

This will help you produce the right amount of
content at the right time across all yo...
KEY ELEMENTS OF A CONTENT STRATEGY

The tone of your voice across all platforms
should be set out by the content strategy....
KEY ELEMENTS OF A CONTENT STRATEGY

Content differentiation, understand
how users speak on each platform.
Introduce tactic...
KEY ELEMENTS OF A CONTENT STRATEGY

Know how people are using each
platform
Know how ads work on each platform
Know the dy...
KEY ELEMENTS OF A CONTENT STRATEGY

Linking your platforms does not
mean linking the content feed. It
means leaving traces...
END
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Content Strategy

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Planning, development and management of content.

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Content Strategy

  1. 1. CONTENT STRATEGY
  2. 2. Tela Litana Content Strategist and Social Media Manager @Tela_telz tela@zasocialmedia.com
  3. 3. ON THE AGENDA • WHAT IS A CONTENT STRATEGY?  PLANNING  CONTINUOUS DEVELOPMENT  ONGOING MANAGEMENT • WHY DO I NEED A CONTENT STRATEGY?     ATTRACT MAXIMIZE WEB CONTENT PRIORITISE BUILD TRUST • CREATING A CONTENT STRATEGY     DISCOVER ANALYZE BUILD TEST • KEY ELEMENTS OF A CONTENT STRATEGY      OVERALL OBJECTIVES BUYER PERSONAS PRIMARY/SECONDARY MESSAGING EDITORIAL CALENDAR LINKING PLATFORMS
  4. 4. WHAT IS A CONTENT STRATEGY?
  5. 5. WHAT IS A CONTENT STRATEGY? An effective content strategy is the careful planning, development and management of your content in alignment with whatever it is you’ve set out to achieve.
  6. 6. WHAT IS A CONTENT STRATEGY? Careful Planning Think of it as a road map for both you and your visitors. As you map out the route, consider: • Objectives. What is your final destination? Where do you want to go? What is it that you want to achieve? • Research. Who are you trying to reach and what do you want to tell them? • Platforms. How do you plan on going about this? • Tools. What will you be monitoring? What will define success?
  7. 7. WHAT IS A CONTENT STRATEGY? Continuous development, shaped by tactics • • • • Facebook/Twitter/Pinterest (etc) Strategy Research Platforms Tools Continuous Development
  8. 8. WHAT IS A CONTENT STRATEGY? Ongoing management, defined by constant evaluation, assessment, redesign and implementation. • • • • Facebook/Twitter/Pinterest (etc) Strategy Research Platforms Tools Ongoing Management
  9. 9. WHY DO I NEED A CONTENT STRATEGY?
  10. 10. WHY DO I NEED A CONTENT STRATEGY? Attract Attract new customers whilst retaining the trust and loyalty of your existing customers. However, it all goes back to what your main objectives are and where you are online.
  11. 11. WHY DO I NEED A CONTENT STRATEGY? Maximizing your web content entails the mastering and practice of these techniques; • • • • Balancing Recycling Shuffling “Twerking” Maximize Web Content
  12. 12. WHY DO I NEED A CONTENT STRATEGY? Prioritize your content to avoid being this guy! Remember content isn’t just text, it is: • Images • Colors • Videos • Text A content strategy outlines the end picture for you and because appearance speaks on your brand’s behalf, it should be considered as a part of your content strategy. Prioritize
  13. 13. WHY DO I NEED A CONTENT STRATEGY? Build Trust If your content strategy does not cater to building trust with your online audience, then revisit it!
  14. 14. CREATING AND IMPLEMENTING A CONTENT STRATEGY
  15. 15. HOW DO I CREATE A CONTENT STRATEGY? Picture by Andrew Kaufman
  16. 16. KEY ELEMENTS OF A CONTENT STRATEGY • OVERALL OBJECTIVES • BUYER PERSONAS • PRIMARY/SECONDARY MESSAGING • EDITORIAL CALENDAR • LINKING PLATFORMS
  17. 17. KEY ELEMENTS OF A CONTENT STRATEGY • Awareness • Nurture • Market Products • Thought Leader • Promote Objectives Over Time
  18. 18. KEY ELEMENTS OF A CONTENT STRATEGY Objectives Over Time We want to increase blog readership by 5% every month for the next 6months, so as to raise awareness about product ‘x’ We want to reduce call centre costs by 10% in the next 5months, so as to increase operational efficiency.
  19. 19. KEY ELEMENTS OF A CONTENT STRATEGY Avoid getting this reaction from audiences when they come across your content. Look into; • Present Demographics • Who is your ideal buyer? • What are their pain points? And then decipher how you can use content to talk to them and address their issues effectively. Buyer Personas
  20. 20. KEY ELEMENTS OF A CONTENT STRATEGY Primary/Second ary Messaging PRIMARY (our services) Smart marketers really master the art of primary and secondary messaging SECONDARY (humor)
  21. 21. KEY ELEMENTS OF A CONTENT STRATEGY This will help you produce the right amount of content at the right time across all your online platforms. In a world where digital changes happen every now and then, timing is important and when regarding it, you might what to pay attention to: • Current affairs that could serve as triggers • Changes in the digital space • Your personas possible daily routine Editorial Calendar
  22. 22. KEY ELEMENTS OF A CONTENT STRATEGY The tone of your voice across all platforms should be set out by the content strategy. Tone Of Voice
  23. 23. KEY ELEMENTS OF A CONTENT STRATEGY Content differentiation, understand how users speak on each platform. Introduce tactics and look at; • Tone on each platform • Hashtags used on platforms • Trending topics • Ad types different Know Your Platform
  24. 24. KEY ELEMENTS OF A CONTENT STRATEGY Know how people are using each platform Know how ads work on each platform Know the dynamics and features of each platform. Know Your Platforms
  25. 25. KEY ELEMENTS OF A CONTENT STRATEGY Linking your platforms does not mean linking the content feed. It means leaving traces on each platform that all lead to the main objective but can still easily be followed from one platform to the next. Linking Your Platforms
  26. 26. END
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