Dear CMO,A Blog Is Not A Content StrategyJohn Doherty | @dohertyjf
Presentation inspired by apopular blog post.
http://www.johnfdoherty.com/blog-is-not-a-content-strategy/A Bold Claim
Interest in Content Marketing isIncreasinghttp://www.google.com/trends
As Is Interest In ContentStrategyhttp://www.google.com/trends
Low Quality Contentis Punished by Google
Websites GoogleLow Quality Contentis Punished by Google
What is the differencebetween Content Marketingand Content Strategy?
Content marketing is an umbrella termencompassing all marketing formatsthat involve the creation and sharingof content in ...
Content Marketing
User           Content   Outreach   Visitors   Conversion   NeedsContent Marketing Process
Define           Create        Do              Benefit       Profit           User                      Content        Out...
#stratos                                #livejump                                #redbullstratos                          ...
400k views on VIMEO - https://vimeo.com/31455885And this.
Content Strategy Content strategy plans for the creation, publication, and governance of useful, usable content. Necessari...
Content Strategy                                Content     Content      Content   User Needs   Content Audit             ...
Content StrategyDefine          Research              Plan         Produce           Execute                Audit         ...
Slide from @sara_ann_marie’s Getting Unstuck presentationContent Strategy works cross-platform
Homepage of Forbes.comContent Types Matter
Homepage of Forbes.com  Tycoon News            Small Business                         Startups                         Ent...
Content Marketing vs +Content Strategy =   WIN.
Content outside of conversion-oriented content gets you links and brandadvocates. Links and brand advocates get you custom...
This is content marketingContent outside of conversion-oriented content gets you links and brandadvocates. Links and brand...
It’s all part of a larger brand strategy though
This is content strategyIt’s all part of a larger brand strategy.
Content Strategy Platforms
People still consume a lot of content onlineDesktop
They’re increasingly shifting to mobileMobile
Tablets are on the riseTablets
Content Strategy Is Hard
“Quality, relevant content cantbe spotted by an algorithm. Youcant subscribe to it. You needpeople - actual human beings -...
#2                                                  #4It ranks. It drives traffic. It converts users.
What About Blogs Then?
Define          Research              Plan         Produce           Execute                Audit                         ...
RedBull Stratos GotSocial
208966 Facebook Interactions                                          #stratos28469 Tweets                                ...
Their blog?
Day of and 2 days after. Respectable.Their blog?
Day of and 2 days after. Respectable.     5 to 9 days later. Nothing. Wasted Effort.Their blog?
I’d hate to be     Day of and 2 days after. Respectable.their bloggernow.   5 to 9 days later. Nothing. Wasted Effort.
They forgot abouttheir audience
ActiveYoungShort Attention SpanThey forgot abouttheir audience
Tips For Winning WithContent
Users First Image from @ipullrank’s Keyword Level Demographics
Think About Page Types Video Centric   Guides/Education Text-Centric    Products Image Centric   Conversion-Centric Catego...
Vary Content Types
Microsites Youtube      TV ShowsVary Content Types
Vary Platforms
Measure As You GoNo one wants to waste effort.
Cut What’s Not Working
Content Strategy andMarketing are Vital in2012/2013
Don’t confuse marketing forstrategy. Strategy first, thenmarketing.
Have Fun Winning
John Doherty                                     Director, Distilled NYC                                     @dohertyjf   ...
Upcoming SlideShare
Loading in...5
×

A Blog is not a Content Strategy

39,295

Published on

Published in: Business
4 Comments
80 Likes
Statistics
Notes
No Downloads
Views
Total Views
39,295
On Slideshare
0
From Embeds
0
Number of Embeds
35
Actions
Shares
0
Downloads
243
Comments
4
Likes
80
Embeds 0
No embeds

No notes for slide

Transcript of "A Blog is not a Content Strategy"

  1. 1. Dear CMO,A Blog Is Not A Content StrategyJohn Doherty | @dohertyjf
  2. 2. Presentation inspired by apopular blog post.
  3. 3. http://www.johnfdoherty.com/blog-is-not-a-content-strategy/A Bold Claim
  4. 4. Interest in Content Marketing isIncreasinghttp://www.google.com/trends
  5. 5. As Is Interest In ContentStrategyhttp://www.google.com/trends
  6. 6. Low Quality Contentis Punished by Google
  7. 7. Websites GoogleLow Quality Contentis Punished by Google
  8. 8. What is the differencebetween Content Marketingand Content Strategy?
  9. 9. Content marketing is an umbrella termencompassing all marketing formatsthat involve the creation and sharingof content in order to attract, acquireand engage clearly defined andunderstood current and potentialconsumer bases with the objective ofdriving profitable customeraction. (Wikipedia)Content Marketing
  10. 10. Content Marketing
  11. 11. User Content Outreach Visitors Conversion NeedsContent Marketing Process
  12. 12. Define Create Do Benefit Profit User Content Outreach Visitors Conversion NeedsContent Marketing Process
  13. 13. #stratos #livejump #redbullstratos #redbull 208966 Facebook Interactions 28469 Tweets 13299 +1s on Google+It’s this
  14. 14. 400k views on VIMEO - https://vimeo.com/31455885And this.
  15. 15. Content Strategy Content strategy plans for the creation, publication, and governance of useful, usable content. Necessarily, the content strategist must work to define not only which content will be published, but why we’re publishing it in the first place. - Kristina Halvorson
  16. 16. Content Strategy Content Content Content User Needs Content Audit Measurement Planning Production Deliverance
  17. 17. Content StrategyDefine Research Plan Produce Execute Audit Content Content Content User Needs Content Audit Measurement Planning Production Deliverance
  18. 18. Slide from @sara_ann_marie’s Getting Unstuck presentationContent Strategy works cross-platform
  19. 19. Homepage of Forbes.comContent Types Matter
  20. 20. Homepage of Forbes.com Tycoon News Small Business Startups Entrepreneurship Social Media Economy Work From HomeContent Types Matter
  21. 21. Content Marketing vs +Content Strategy = WIN.
  22. 22. Content outside of conversion-oriented content gets you links and brandadvocates. Links and brand advocates get you customers. Customers payyou money.
  23. 23. This is content marketingContent outside of conversion-oriented content gets you links and brandadvocates. Links and brand advocates get you customers. Customers payyou money.
  24. 24. It’s all part of a larger brand strategy though
  25. 25. This is content strategyIt’s all part of a larger brand strategy.
  26. 26. Content Strategy Platforms
  27. 27. People still consume a lot of content onlineDesktop
  28. 28. They’re increasingly shifting to mobileMobile
  29. 29. Tablets are on the riseTablets
  30. 30. Content Strategy Is Hard
  31. 31. “Quality, relevant content cantbe spotted by an algorithm. Youcant subscribe to it. You needpeople - actual human beings -to create or curate it.” – Kristina Halvorson, Content Strategy for the Web
  32. 32. #2 #4It ranks. It drives traffic. It converts users.
  33. 33. What About Blogs Then?
  34. 34. Define Research Plan Produce Execute Audit Content Content Content User Needs Content Audit Measurement User Needs Planning Production DeliveranceA blog cannot meet all userneeds.
  35. 35. RedBull Stratos GotSocial
  36. 36. 208966 Facebook Interactions #stratos28469 Tweets #redbullstratos13299 +1s on Google+ #livejump #redbullRedBull Stratos GotSocial
  37. 37. Their blog?
  38. 38. Day of and 2 days after. Respectable.Their blog?
  39. 39. Day of and 2 days after. Respectable. 5 to 9 days later. Nothing. Wasted Effort.Their blog?
  40. 40. I’d hate to be Day of and 2 days after. Respectable.their bloggernow. 5 to 9 days later. Nothing. Wasted Effort.
  41. 41. They forgot abouttheir audience
  42. 42. ActiveYoungShort Attention SpanThey forgot abouttheir audience
  43. 43. Tips For Winning WithContent
  44. 44. Users First Image from @ipullrank’s Keyword Level Demographics
  45. 45. Think About Page Types Video Centric Guides/Education Text-Centric Products Image Centric Conversion-Centric Categories Blog Posts
  46. 46. Vary Content Types
  47. 47. Microsites Youtube TV ShowsVary Content Types
  48. 48. Vary Platforms
  49. 49. Measure As You GoNo one wants to waste effort.
  50. 50. Cut What’s Not Working
  51. 51. Content Strategy andMarketing are Vital in2012/2013
  52. 52. Don’t confuse marketing forstrategy. Strategy first, thenmarketing.
  53. 53. Have Fun Winning
  54. 54. John Doherty Director, Distilled NYC @dohertyjf John.doherty@distilled.netThank you!Feel free to get in touch with questions or inquiries.
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×