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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Transcript

  • 1. Content Strategy
    ASU Digital Marketing Class
  • 2. 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
  • 3. 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
  • 4. 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?
  • 5. 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
  • 6. 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?
  • 7. Search optimization
    Make the content search friendly
    Use keywords, links, meta data
    Keywords should be user friendly, not industry focused
  • 8. Voice, tone and messaging
    Based on the brand
    Considerations
    1st/2nd/3rd person
    Vernacular
    Tone
    Professional or personal
    Excited or serious
    Etc
  • 9. Calls to action
    Tell people what they need to do
    Read more
    Sign up
    Buy now
    Respond
    Share
  • 10. Content strategy and social media
    Content
  • 11. Content concerns for Social Media
    Voice, tone and messaging
    Topics
    Creation and management
  • 12. Voice and tone
  • 13. Who are you as a brand?
  • 14. What are you like?
  • 15. 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.
  • 16. Who are you?
  • 17. Tone within content
  • 18. 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
  • 19. Topics
  • 20. Who’s your audience?
  • 21. What do they want?
    in your customer service channels?
    What pages on your site are most popular?
    What do they say about you?
  • 22. 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
  • 23. Listening
  • 24. Creation and management
  • 25. 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.
  • 26. Timing
    When will your audience be active and interested in consuming your content? When will you be able to respond and interact as well?
  • 27. 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
  • 28. Editorial calendar
    Calendar to schedule
    Promotions
    Updates
    Use calendar to backfill content creation deadlines and assign tasks
  • 29. Sources
    Pros:
    • Control Message
    • 30. Reliable
    Cons:
    • Lack Inspiration
    • 31. Lack Resources
    Pros:
    • Get interaction
    • 32. Insight
    Cons:
    • Incentivize
    • 33. Management
  • Questions?
  • 34. Thank you!
    Questions? Comments?
    Find me online
    @ktvan
    ktvan.posterous.com
    google.com/profiles/ktvan5
    @offmadisonave
    offmadisonave.com