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Content Strategy
 

Content Strategy

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Planning, development and management of content.

Planning, development and management of content.

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    Content Strategy Content Strategy Presentation Transcript

    • 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 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
    • WHAT IS A CONTENT STRATEGY?
    • 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.
    • 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?
    • WHAT IS A CONTENT STRATEGY? Continuous development, shaped by tactics • • • • Facebook/Twitter/Pinterest (etc) Strategy Research Platforms Tools Continuous Development
    • 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
    • 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 customers. However, it all goes back to what your main objectives are and where you are online.
    • 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
    • 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
    • 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!
    • 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 CALENDAR • LINKING PLATFORMS
    • KEY ELEMENTS OF A CONTENT STRATEGY • Awareness • Nurture • Market Products • Thought Leader • Promote Objectives Over Time
    • 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.
    • 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
    • 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)
    • 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
    • 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
    • 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
    • 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
    • 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
    • END