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Content Strategy | ASU Digital Marketing Class
 

Content Strategy | ASU Digital Marketing Class

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A presentation on Content Strategy that I presented to the Fall 2010 ASU Digital Marketing Class.

A presentation on Content Strategy that I presented to the Fall 2010 ASU Digital Marketing Class.

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    Content Strategy | ASU Digital Marketing Class Content Strategy | ASU Digital Marketing Class Presentation Transcript

    • Content Strategy
      ASU Digital Marketing Class
    • Content (Def.)
      All messaging and collateral from a brand
      Website
      Email newsletters
      Ads and promotions
      Social media
      It can take the form of text, images, video, audio, etc
    • What is content strategy?
      Plan all aspects of a brand’s content:
      Creation / collection
      Structure and usability
      Topics
      Search optimization
      Calls to action
      Voice, tone and messaging
    • Creation / collection
      What content do we already have?
      Where is it stored and what format is it in?
      Can we repurpose it?
      Do we need to create more?
      When and how frequently?
      Who will create it?
      Company or consumer
      Departments
      How will it be created?
    • Structure and usability
      How should we deliver the content?
      Website
      Newsletters
      Traditional Media
      Social Media
      How will our customers want to access it?
      Site structure
      Push messaging vs. permanently accessible
    • Topics
      What should we talk about?
      Site analytics – what do people access most frequently
      Customer service – what do people ask about
      Social media – what do people talk about in regards to your brand
      What breadth and depth of information and topics do we have?
    • Search optimization
      Make the content search friendly
      Use keywords, links, meta data
      Keywords should be user friendly, not industry focused
    • Voice, tone and messaging
      Based on the brand
      Considerations
      1st/2nd/3rd person
      Vernacular
      Tone
      Professional or personal
      Excited or serious
      Etc
    • Calls to action
      Tell people what they need to do
      Read more
      Sign up
      Buy now
      Respond
      Share
    • Content strategy and social media
      Content
    • Content concerns for Social Media
      Voice, tone and messaging
      Topics
      Creation and management
    • Voice and tone
    • Who are you as a brand?
    • What are you like?
    • Where do you fall on the spectrum?
      Social media is a dress-down event – wherever your brand is currently, take it one step down the scale.
    • Who are you?
    • Tone within content
    • Tone within content
      Style Guide
      Doesn’t have to be AP style necessarily. Fit into your personality
      Use “lingo” of your audience
      It’s a balancing act
      You want to fit into the demographic of your audience without sounding like a caricature or mocking
      You want to speak on the audience’s level without coming off as speaking down to them or dumbing yourself down
    • Topics
    • Who’s your audience?
    • What do they want?
      in your customer service channels?
      What pages on your site are most popular?
      What do they say about you?
    • Listening
      Use social media monitoring tools like Radian6 or Sysomos
      Search for your brand name and see what people are saying about you
      Look at interactions on Facebook or Twitter
      Comments
      Likes
      Retweets
    • Listening
    • Creation and management
    • Types of content
      The type of content you create can say something about your brand’s personality. A tendency towards quick videos is totally different than long text heavy blog posts. The types of content can also affect how easy it is to create and who needs to create it.
    • Timing
      When will your audience be active and interested in consuming your content? When will you be able to respond and interact as well?
    • Frequency
      How much do you have to say? How much does your audience want to hear? Adopt a rate of updates that you can realistically support
    • Editorial calendar
      Calendar to schedule
      Promotions
      Updates
      Use calendar to backfill content creation deadlines and assign tasks
    • Sources
      Pros:
      • Control Message
      • Reliable
      Cons:
      • Lack Inspiration
      • Lack Resources
      Pros:
      • Get interaction
      • Insight
      Cons:
      • Incentivize
      • Management
    • Questions?
    • Thank you!
      Questions? Comments?
      Find me online
      @ktvan
      ktvan.posterous.com
      google.com/profiles/ktvan5
      @offmadisonave
      offmadisonave.com