Your SlideShare is downloading. ×
0
Content Strategy: A Framework for Marketing Success
Content Strategy: A Framework for Marketing Success
Content Strategy: A Framework for Marketing Success
Content Strategy: A Framework for Marketing Success
Content Strategy: A Framework for Marketing Success
Content Strategy: A Framework for Marketing Success
Content Strategy: A Framework for Marketing Success
Content Strategy: A Framework for Marketing Success
Content Strategy: A Framework for Marketing Success
Content Strategy: A Framework for Marketing Success
Content Strategy: A Framework for Marketing Success
Content Strategy: A Framework for Marketing Success
Content Strategy: A Framework for Marketing Success
Content Strategy: A Framework for Marketing Success
Content Strategy: A Framework for Marketing Success
Content Strategy: A Framework for Marketing Success
Content Strategy: A Framework for Marketing Success
Content Strategy: A Framework for Marketing Success
Content Strategy: A Framework for Marketing Success
Content Strategy: A Framework for Marketing Success
Content Strategy: A Framework for Marketing Success
Content Strategy: A Framework for Marketing Success
Content Strategy: A Framework for Marketing Success
Content Strategy: A Framework for Marketing Success
Content Strategy: A Framework for Marketing Success
Content Strategy: A Framework for Marketing Success
Content Strategy: A Framework for Marketing Success
Content Strategy: A Framework for Marketing Success
Content Strategy: A Framework for Marketing Success
Content Strategy: A Framework for Marketing Success
Content Strategy: A Framework for Marketing Success
Content Strategy: A Framework for Marketing Success
Content Strategy: A Framework for Marketing Success
Content Strategy: A Framework for Marketing Success
Content Strategy: A Framework for Marketing Success
Content Strategy: A Framework for Marketing Success
Content Strategy: A Framework for Marketing Success
Content Strategy: A Framework for Marketing Success
Content Strategy: A Framework for Marketing Success
Content Strategy: A Framework for Marketing Success
Content Strategy: A Framework for Marketing Success
Content Strategy: A Framework for Marketing Success
Content Strategy: A Framework for Marketing Success
Content Strategy: A Framework for Marketing Success
Content Strategy: A Framework for Marketing Success
Content Strategy: A Framework for Marketing Success
Content Strategy: A Framework for Marketing Success
Content Strategy: A Framework for Marketing Success
Content Strategy: A Framework for Marketing Success
Content Strategy: A Framework for Marketing Success
Content Strategy: A Framework for Marketing Success
Content Strategy: A Framework for Marketing Success
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Content Strategy: A Framework for Marketing Success

937

Published on

Published in: Technology, Business
0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
937
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
23
Comments
0
Likes
3
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • \n
  • Transcript

    • 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]* work *Highest Paid Person’s Opinion prevailshttp://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 contentis abusiness asset.(What if we treat it like one?)
    • 21. What does that mean?Content has tocome 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 Life for the Betterhttp://www.flickr.com/photos/dan_culleton/
    • 49. Content Strategy: Changing Life for the Better ?http://www.flickr.com/photos/dan_culleton/
    • 50. Content Strategy: Changing 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 CreekmoreCreek Contenthttp://creekcontent.com@lauracreekmorelaura@creekcontent.com

    ×