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Content Strategy: The Missing Ingredient in Your Digital Marketing Mix
 

Content Strategy: The Missing Ingredient in Your Digital Marketing Mix

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Content Strategy isn’t blogging or pinning or sharing — it’s the plan behind everything your brand is doing online, and you shouldn’t be publishing without one. A solid content strategy ...

Content Strategy isn’t blogging or pinning or sharing — it’s the plan behind everything your brand is doing online, and you shouldn’t be publishing without one. A solid content strategy uncovers what consumers need, then shapes a digital marketing mix that addresses those needs while meeting business goals.

Join ethology, Experian and Digiday for a webinar that reveals what content strategy is, what it can deliver, and how it helps brands succeed.

You’ll Learn:

• Basic content strategy methodologies
• How to integrate content strategy into an established marketing plan
• Why content strategy should inform all of your creative, from display to print to landing pages
• What’s measurable & what it means

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  • Traditional media — one way communication. A brand’s image was crafted through tag lines, ad copy, radio scripts, occasional press releases and printed brochures. Brands have a lot of ways to communicateWe’re all publishers now.We have all these options, and we need to fill these options with stuff.
  • Traditional media Brands have a lot of ways to communicateWe’re all publishers now.We have all these options, and we need to fill these options with stuff.
  • how do you talk about yourself?
  • We have all these options, and we need to fill these options with stuff.
  • over time there is no single asset that will be more helpful to you than your content audit. Amanda —— Her team uncovered pages that were broken & content that referenced 2011 tax season.
  • over time there is no single asset that will be more helpful to you than your content audit. Amanda —— Her team uncovered pages that were broken & content that referenced 2011 tax season.
  • Re-cap — why content strategy, put it at the center of all of your efforts

Content Strategy: The Missing Ingredient in Your Digital Marketing Mix Content Strategy: The Missing Ingredient in Your Digital Marketing Mix Presentation Transcript

  • Click to edit Master text stylesSecond levelThird level– Fourth level» Fifth levelwhat are we talking about?Content strategy plans for the creation,publication, and governance of useful,usable content. Kristina Halvorson
  • Click to edit Master text stylesSecond levelThird level– Fourth level» Fifth levelLovely.but what does that mean?
  • Click to edit Master text stylesSecond levelThird level– Fourth level» Fifth level20th century marketingTVRadioPrintbrand
  • Click to edit Master text stylesSecond levelThird level– Fourth level» Fifth level21st century madnessTwitterYouTubeeMailFacebookMobile Site/AppWebsiteOrganicSearchTVRadioPaidSearchPrintPinterest/InstagramGoogle+
  • Click to edit Master text stylesSecond levelThird level– Fourth level» Fifth levelcritical ingredientsBrandUsersRobotsWho Do You Think You Are?Who Does YourTarget AudienceNeed You To Be?Who DoesGoogle Think YouAre?✓
  • Click to edit Master text stylesSecond levelThird level– Fourth level» Fifth levelyour digital footprintSite Authority &Content AssetsContentQuality &ReachBrand Mentions &ReputationAudienceEngagement& Interaction
  • Click to edit Master text stylesSecond levelThird level– Fourth level» Fifth levellet’s talk about text.content auditstakeholder interviewsmessage architectureeditorial calendardevelopmentvoice & tone guidestructured contentguidelinesperformance reportscore deliverables
  • Click to edit Master text stylesSecond levelThird level– Fourth level» Fifth levelthe content auditthe 11th circle of hell.
  • Click to edit Master text stylesSecond levelThird level– Fourth level» Fifth levelOur integrated approach leads to robust digital marketing strategies that influenceand engage your customers. Our satisfaction comes from helping brands listen, adapt,and resonate with their audiences. It’s not just what we do, but how we think.the content auditpage IDsite sectionURLpage titlemeta decriptionheadingscontent typesR.O.T.clarityusefulnessusability / calls to actionstructure / future-friendlypage analyticsLP analyticsa quantitative & qualitative analysis
  • Click to edit Master text stylesSecond levelThird level– Fourth level» Fifth levelthe editorial calendarmanna from heaven.
  • Click to edit Master text stylesSecond levelThird level– Fourth level» Fifth leveldfskjdhghgjfghgfhghgghfreecreditscore.comuseful, relevant content
  • Click to edit Master text stylesSecond levelThird level– Fourth level» Fifth levelOur integrated approach leads to robust digital marketing strategies that influenceand engage your customers. Our satisfaction comes from helping brands listen, adapt,and resonate with their audiences. It’s not just what we do, but how we think.the editorial calendarsite sectiontopic/themeURLpage titlemeta descriptionheadingscontent typesversionoutpostsroles & responsibilitiescalls to actionrelational datapage analyticsLP analyticsa comprehensive integration tool
  • Click to edit Master text stylesSecond levelThird level– Fourth level» Fifth leveloverviewAvg. time on page: Shows interest in contentLow bounce rate: Most visitors that land on page continue to browseLow exit rate: Most visitors that see this page remain on the siteWhat does a qualified visitor look like?Working with keyword considerations, planningcontent efforts, and promoting on social channelsincreases quality of visitors.
  • Click to edit Master text stylesSecond levelThird level– Fourth level» Fifth levelethologyAvg. Time on Page: 00:44Bounce Rate: 90.91%Exit Rate: 41.03%Avg. Time on Page: 1:13Bounce Rate: 82.35%Exit Rate: 45.45%Resource articles published with no promotion:
  • Click to edit Master text stylesSecond levelThird level– Fourth level» Fifth levelethologyPublished 2/28, Tweeted 3/1Auto renew subscriptions if not managedproperly can affect your debt. Know how tomanage your debt while using auto renewalsand automatic payment systemsAvg. Time on Page: 1:06Bounce Rate: 50.00%Exit Rate: 25.81%Published 3/6, Facebook post 3/6Before you dive into your dream home andstruggle with a mortgage payment you cannotcover, find out how to calculate how much houseyou can really affordAvg. Time on Page: 1:06Bounce Rate: 25.00%Exit Rate: 18.18%
  • Click to edit Master text stylesSecond levelThird level– Fourth level» Fifth leveladaptabilitylather, rinse, repeat. Continue to monitor social lift & content performance Implement CTA A/B testing and monitor performance
  • Click to edit Master text stylesSecond levelThird level– Fourth level» Fifth level#impactDevice-AgnosticFuture-FriendlyDisplayMediaSocialChannelsOffsiteContentLifecycleMarketingBlogsWebsiteContentContentStrategy
  • Click to edit Master text stylesSecond levelThird level– Fourth level» Fifth levelquestion time!sarah krznarichdirector, content strategyethologyamanda yagisr. online marketing managerexperian consumer direct