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.

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Content Strategy | ASU Digital Marketing Class

  1. 1. Content Strategy<br />ASU Digital Marketing Class<br />
  2. 2. Content (Def.)<br />All messaging and collateral from a brand<br />Website<br />Email newsletters<br />Ads and promotions<br />Social media<br />It can take the form of text, images, video, audio, etc<br />
  3. 3. What is content strategy?<br />Plan all aspects of a brand’s content:<br />Creation / collection<br />Structure and usability<br />Topics<br />Search optimization<br />Calls to action<br />Voice, tone and messaging<br />
  4. 4. Creation / collection<br />What content do we already have?<br />Where is it stored and what format is it in?<br />Can we repurpose it?<br />Do we need to create more?<br />When and how frequently?<br />Who will create it?<br />Company or consumer<br />Departments<br />How will it be created?<br />
  5. 5. Structure and usability<br />How should we deliver the content?<br />Website<br />Newsletters<br />Traditional Media<br />Social Media<br />How will our customers want to access it?<br />Site structure<br />Push messaging vs. permanently accessible<br />
  6. 6. Topics<br />What should we talk about?<br />Site analytics – what do people access most frequently<br />Customer service – what do people ask about<br />Social media – what do people talk about in regards to your brand<br />What breadth and depth of information and topics do we have?<br />
  7. 7. Search optimization<br />Make the content search friendly<br />Use keywords, links, meta data<br />Keywords should be user friendly, not industry focused<br />
  8. 8. Voice, tone and messaging<br />Based on the brand<br />Considerations<br />1st/2nd/3rd person<br />Vernacular<br />Tone<br />Professional or personal<br />Excited or serious<br />Etc<br />
  9. 9. Calls to action<br />Tell people what they need to do<br />Read more<br />Sign up<br />Buy now<br />Respond<br />Share<br />
  10. 10. Content strategy and social media<br />Content<br />
  11. 11. Content concerns for Social Media<br />Voice, tone and messaging<br />Topics<br />Creation and management<br />
  12. 12. Voice and tone<br />
  13. 13. Who are you as a brand?<br />
  14. 14. What are you like?<br />
  15. 15. Where do you fall on the spectrum?<br />Social media is a dress-down event – wherever your brand is currently, take it one step down the scale.<br />
  16. 16. Who are you?<br />
  17. 17. Tone within content<br />
  18. 18. Tone within content<br />Style Guide<br />Doesn’t have to be AP style necessarily. Fit into your personality<br />Use “lingo” of your audience<br />It’s a balancing act<br />You want to fit into the demographic of your audience without sounding like a caricature or mocking<br />You want to speak on the audience’s level without coming off as speaking down to them or dumbing yourself down <br />
  19. 19. Topics<br />
  20. 20. Who’s your audience?<br />
  21. 21. What do they want?<br />in your customer service channels?<br />What pages on your site are most popular?<br />What do they say about you?<br />
  22. 22. Listening<br />Use social media monitoring tools like Radian6 or Sysomos<br />Search for your brand name and see what people are saying about you<br />Look at interactions on Facebook or Twitter<br />Comments<br />Likes<br />Retweets<br />
  23. 23. Listening<br />
  24. 24. Creation and management<br />
  25. 25. Types of content<br />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.<br />
  26. 26. Timing<br />When will your audience be active and interested in consuming your content? When will you be able to respond and interact as well?<br />
  27. 27. Frequency<br />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<br />
  28. 28. Editorial calendar<br />Calendar to schedule<br />Promotions<br />Updates<br />Use calendar to backfill content creation deadlines and assign tasks<br />
  29. 29. Sources<br />Pros: <br /><ul><li> Control Message
  30. 30. Reliable</li></ul>Cons: <br /><ul><li> Lack Inspiration
  31. 31. Lack Resources</li></ul>Pros: <br /><ul><li>Get interaction
  32. 32. Insight</li></ul>Cons: <br /><ul><li>Incentivize
  33. 33. Management</li></li></ul><li>Questions?<br />
  34. 34. Thank you!<br />Questions? Comments?<br />Find me online<br />@ktvan<br /><br /><br />@offmadisonave<br /><br />