A Blog is not a Content Strategy
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A Blog is not a Content Strategy

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A Blog is not a Content Strategy Presentation Transcript

  • 1. Dear CMO,A Blog Is Not A Content StrategyJohn Doherty | @dohertyjf
  • 2. Presentation inspired by apopular blog post.
  • 3. http://www.johnfdoherty.com/blog-is-not-a-content-strategy/A Bold Claim
  • 4. Interest in Content Marketing isIncreasinghttp://www.google.com/trends
  • 5. As Is Interest In ContentStrategyhttp://www.google.com/trends
  • 6. Low Quality Contentis Punished by Google
  • 7. Websites GoogleLow Quality Contentis Punished by Google
  • 8. What is the differencebetween Content Marketingand Content Strategy?
  • 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. Content Marketing
  • 11. User Content Outreach Visitors Conversion NeedsContent Marketing Process
  • 12. Define Create Do Benefit Profit User Content Outreach Visitors Conversion NeedsContent Marketing Process
  • 13. #stratos #livejump #redbullstratos #redbull 208966 Facebook Interactions 28469 Tweets 13299 +1s on Google+It’s this
  • 14. 400k views on VIMEO - https://vimeo.com/31455885And this.
  • 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. Content Strategy Content Content Content User Needs Content Audit Measurement Planning Production Deliverance
  • 17. Content StrategyDefine Research Plan Produce Execute Audit Content Content Content User Needs Content Audit Measurement Planning Production Deliverance
  • 18. Slide from @sara_ann_marie’s Getting Unstuck presentationContent Strategy works cross-platform
  • 19. Homepage of Forbes.comContent Types Matter
  • 20. Homepage of Forbes.com Tycoon News Small Business Startups Entrepreneurship Social Media Economy Work From HomeContent Types Matter
  • 21. Content Marketing vs +Content Strategy = WIN.
  • 22. Content outside of conversion-oriented content gets you links and brandadvocates. Links and brand advocates get you customers. Customers payyou money.
  • 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. It’s all part of a larger brand strategy though
  • 25. This is content strategyIt’s all part of a larger brand strategy.
  • 26. Content Strategy Platforms
  • 27. People still consume a lot of content onlineDesktop
  • 28. They’re increasingly shifting to mobileMobile
  • 29. Tablets are on the riseTablets
  • 30. Content Strategy Is Hard
  • 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. #2 #4It ranks. It drives traffic. It converts users.
  • 33. What About Blogs Then?
  • 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. RedBull Stratos GotSocial
  • 36. 208966 Facebook Interactions #stratos28469 Tweets #redbullstratos13299 +1s on Google+ #livejump #redbullRedBull Stratos GotSocial
  • 37. Their blog?
  • 38. Day of and 2 days after. Respectable.Their blog?
  • 39. Day of and 2 days after. Respectable. 5 to 9 days later. Nothing. Wasted Effort.Their blog?
  • 40. I’d hate to be Day of and 2 days after. Respectable.their bloggernow. 5 to 9 days later. Nothing. Wasted Effort.
  • 41. They forgot abouttheir audience
  • 42. ActiveYoungShort Attention SpanThey forgot abouttheir audience
  • 43. Tips For Winning WithContent
  • 44. Users First Image from @ipullrank’s Keyword Level Demographics
  • 45. Think About Page Types Video Centric Guides/Education Text-Centric Products Image Centric Conversion-Centric Categories Blog Posts
  • 46. Vary Content Types
  • 47. Microsites Youtube TV ShowsVary Content Types
  • 48. Vary Platforms
  • 49. Measure As You GoNo one wants to waste effort.
  • 50. Cut What’s Not Working
  • 51. Content Strategy andMarketing are Vital in2012/2013
  • 52. Don’t confuse marketing forstrategy. Strategy first, thenmarketing.
  • 53. Have Fun Winning
  • 54. John Doherty Director, Distilled NYC @dohertyjf John.doherty@distilled.netThank you!Feel free to get in touch with questions or inquiries.