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 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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Content Strategy: The Missing Ingredient in Your Digital Marketing Mix
- 2. Click to edit Master text styles Second level Third level – Fourth level » Fifth level what are we talking about? Content strategy plans for the creation, publication, and governance of useful, usable content. Kristina Halvorson
- 3. Click to edit Master text styles Second level Third level – Fourth level » Fifth level Lovely. but what does that mean?
- 4. Click to edit Master text styles Second level Third level – Fourth level » Fifth level 20th century marketing TV RadioPrint brand
- 5. Click to edit Master text styles Second level Third level – Fourth level » Fifth level 21st century madness Twitter YouTube eMail Facebook Mobile Site/App Website Organic Search TV Radio Paid Search Print Pinterest/Instagram Google+
- 6. Click to edit Master text styles Second level Third level – Fourth level » Fifth level critical ingredients Brand UsersRobots Who Do You Think You Are? Who Does Your Target Audience Need You To Be? Who Does Google Think You Are? ✓
- 7. Click to edit Master text styles Second level Third level – Fourth level » Fifth level your digital footprint Site Authority & Content Assets Content Quality & Reach Brand Mentions & Reputation Audience Engagement & Interaction
- 8. Click to edit Master text styles Second level Third level – Fourth level » Fifth level let’s talk about text. content audit stakeholder interviews message architecture editorial calendar development voice & tone guide structured content guidelines performance reports core deliverables
- 9. Click to edit Master text styles Second level Third level – Fourth level » Fifth level the content audit the 11th circle of hell.
- 10. Click to edit Master text styles Second level Third level – Fourth level » Fifth level Our integrated approach leads to robust digital marketing strategies that influence and 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 audit page ID site section URL page title meta decription headings content types R.O.T. clarity usefulness usability / calls to action structure / future-friendly page analytics LP analytics a quantitative & qualitative analysis
- 11. Click to edit Master text styles Second level Third level – Fourth level » Fifth level the editorial calendar manna from heaven.
- 12. Click to edit Master text styles Second level Third level – Fourth level » Fifth level dfskjdhghgjfg hgfhghggh freecreditscore.com useful, relevant content
- 13. Click to edit Master text styles Second level Third level – Fourth level » Fifth level Our integrated approach leads to robust digital marketing strategies that influence and 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 calendar site section topic/theme URL page title meta description headings content types version outposts roles & responsibilities calls to action relational data page analytics LP analytics a comprehensive integration tool
- 14. Click to edit Master text styles Second level Third level – Fourth level » Fifth level overview Avg. time on page: Shows interest in content Low bounce rate: Most visitors that land on page continue to browse Low exit rate: Most visitors that see this page remain on the site What does a qualified visitor look like? Working with keyword considerations, planning content efforts, and promoting on social channels increases quality of visitors.
- 15. Click to edit Master text styles Second level Third level – Fourth level » Fifth level ethology Avg. Time on Page: 00:44 Bounce Rate: 90.91% Exit Rate: 41.03% Avg. Time on Page: 1:13 Bounce Rate: 82.35% Exit Rate: 45.45% Resource articles published with no promotion:
- 16. Click to edit Master text styles Second level Third level – Fourth level » Fifth level ethology Published 2/28, Tweeted 3/1 Auto renew subscriptions if not managed properly can affect your debt. Know how to manage your debt while using auto renewals and automatic payment systems Avg. Time on Page: 1:06 Bounce Rate: 50.00% Exit Rate: 25.81% Published 3/6, Facebook post 3/6 Before you dive into your dream home and struggle with a mortgage payment you cannot cover, find out how to calculate how much house you can really afford Avg. Time on Page: 1:06 Bounce Rate: 25.00% Exit Rate: 18.18%
- 17. Click to edit Master text styles Second level Third level – Fourth level » Fifth level adaptability lather, rinse, repeat. Continue to monitor social lift & content performance Implement CTA A/B testing and monitor performance
- 18. Click to edit Master text styles Second level Third level – Fourth level » Fifth level #impact Device- Agnostic Future- Friendly Display Media Social Channels Offsite Content Lifecycle Marketing Blogs Website Content Content Strategy
- 19. Click to edit Master text styles Second level Third level – Fourth level » Fifth level question time! sarah krznarich director, content strategy ethology amanda yagi sr. online marketing manager experian consumer direct
Editor's Notes
- 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