Content Strategy: A Framework for Marketing Success
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  • 1. Content StrategyA Framework for Marketing Success
  • 2. Content Strategyhttp://www.slideshare.net/lauracreekmore
  • 3. Marketing Todayhttp://www.flickr.com/photos/torley/ http://www.flickr.com/photos/barnerphotography/
  • 4. Marketing Todayhttp://www.flickr.com/photos/dan_culleton/
  • 5. Marketing Today =http://www.flickr.com/photos/dan_culleton/
  • 6. Marketing Today =http://www.flickr.com/photos/dan_culleton/
  • 7. Marketing Todayhttp://www.flickr.com/photos/torley/ http://www.flickr.com/photos/barnerphotography/
  • 8. Marketing Todayhttp://www.flickr.com/photos/torley/ http://www.flickr.com/photos/barnerphotography/
  • 9. Marketing Todayhttp://www.flickr.com/photos/torley/ http://www.flickr.com/photos/barnerphotography/
  • 10. Marketing Todayhttp://www.flickr.com/photos/torley/ http://www.flickr.com/photos/barnerphotography/
  • 11. Marketing Todayhttp://www.flickr.com/photos/quinnanya/ This.
  • 12. Marketing Todayhttp://www.flickr.com/photos/wwarby/
  • 13. Marketing Today Avoid HiPPO[p] *http://www.flickr.com/photos/wwarby/
  • 14. What Is Content Strategy?Content strategy helps youmake decisions based onyour business needs.
  • 15. What Is Content Strategy? It’s a mindset.
  • 16. Why Content Strategy? How most businesses view content: Photo by http://www.flickr.com/photos/wordridden/
  • 17. Why Content Strategy? Here’s what they’re worried it will get a hold of: Photo by http://www.flickr.com/photos/37815348@N00/
  • 18. Why Content Strategy? Instead...
  • 19. Why Content Strategy? What if we think of content like this? Photo by http://www.flickr.com/photos/37815348@N00/
  • 20. Why Content Strategy? Your content is a business asset. (What if we treat it like one?)
  • 21. What does that mean? Content has to come second. (Business goals first.)
  • 22. Why Content Strategy? Otherwise, you’re back to this scenario. Photo by http://www.flickr.com/photos/wordridden/
  • 23. But I’m Not in the Content Business: Rebuttal “Embrace that you are a publisher.” — Ann Handley, Chief Content Officer at MarketingProfs “The one with the most engaging content wins.” — Joe Pulizzi, Junta 42 and Content Marketing Institute
  • 24. Content Strategy, Step by Step The Diagnosis •Inventory •Analyze The Cure •Identify sources •Optimize tools •Define process
  • 25. Step by Step, Diagnosis: Inventory•You’re going to need a spreadsheet.•List everything you’ve got.•No, everything.•Yes, that too.
  • 26. Step by Step, Diagnosis: Inventory
  • 27. Step by Step, Diagnosis: Inventory•For a comprehensive inventory, list content from all channels.•Capture process too.•Site crawlers can be helpful.•Check your CMS for useful functionality.•Even on a small project, you’ll start to see issues at this point.
  • 28. Step by Step, Diagnosis: AnalyzeWhat you’re looking for:•ROT: Redundant, out-dated, trivial content•Unclear/inaccurate messaging•Signs of inefficient process: Creating similar content repeatedly•Gaps: What’s missing?
  • 29. Step by Step, Diagnosis: AnalyzeFor instance:•Identify types of content•Note characteristics of content•Group like items•Look at the website and the backend UXs
  • 30. Step by Step, Diagnosis: Analyze•Identify types of content
  • 31. Step by Step, Diagnosis: Analyze•Note characteristics Headline [Character limit?] Copy with links [Char limit?] Image [Size?]
  • 32. Step by Step, Diagnosis: Analyze•Group like items
  • 33. Step by Step, Diagnosis: Analyze•Group like items
  • 34. Step by Step, Diagnosis: AnalyzeReview the website and the backend UXs•See through your user’s eyes•See through your editor’s eyes
  • 35. Step by Step, Diagnosis: Analyze•Is your site navigation the same as your org chart?
  • 36. Step by Step, Diagnosis: Analyze•Is your site navigation the same as your org chart?ur doin it wrong
  • 37. Step by Step, Diagnosis: AnalyzeDoes your back-end system work for you?
  • 38. Step by Step, Diagnosis: AnalyzeDoes your back-end system work for you?•Metadata: Information about your content Title KeywordsCreation Date Section Creator ID CategoriesCharacter limit Image URL Body
  • 39. Step by Step, Diagnosis: AnalyzeDoes your back-end system work for you?•Taxonomy: Hierarchy of contentHome >Business >>Nashville business >>Relocating business >Job Seekers >Tourists
  • 40. Step by Step, Cure: Identify SourcesWho can help? Photo by http://www.flickr.com/photos/rhysasplundh/
  • 41. Step by Step, Cure: Identify SourcesWho can help? Photo by http://www.flickr.com/photos/rhysasplundh/
  • 42. Step by Step, Cure: Identify SourcesWho can help? Photo by http://www.flickr.com/photos/rhysasplundh/
  • 43. Step by Step, Cure: Identify SourcesWho can help? Photo by http://www.flickr.com/photos/rhysasplundh/
  • 44. Step by Step, Cure: Identify SourcesWho can help? Photo by http://www.flickr.com/photos/rhysasplundh/
  • 45. Step by Step, Cure: Optimize Tools•Get the technology right•Simple = Often better•Metadata and taxonomy are your friends•Create once, use repeatedly
  • 46. Step by Step, Cure: Define ProcessDon’tover-process.
  • 47. The Final StepPlan for Day 2. With credit to Jeffrey MacIntyre
  • 48. Content Strategy: Changing Your Life for the Betterhttp://www.flickr.com/photos/dan_culleton/
  • 49. Content Strategy: Changing Your Life for the Better ?http://www.flickr.com/photos/dan_culleton/
  • 50. Content Strategy: Changing Your Life for the Better •Mindset ? •Toolshttp://www.flickr.com/photos/dan_culleton/
  • 51. ResourcesContent Strategy•Content Strategy for the Web | Kristina Halvorson•The Elements of Content Strategy | Erin KissaneInformation Architecture and User Experience [UX] Design•Don’t Make Me Think | Steve Krug•The Elements of User Experience | Jesse James Garrett•Search Patterns: Design for Discovery | Peter Morville and Jeffrey Callender•Information Architecture for the World Wide Web | Peter Morville and Louis RosenfeldWriting•Letting Go of the Words | Ginny Redish•Content Rules | Ann Handley, C.C. Chapman and David Meerman Scott•The Yahoo! Style Guide
  • 52. Talk to MeLaura CreekmoreCreekmore Consultinghttp://creekmoreconsulting.com@lauracreekmorelaura@creekmoreconsulting.com