Content Strategy: A Framework for Marketing Success

Content StrategyA Framework for Marketing Success

Content Strategyhttp://www.slideshare.net/lauracreekmore

Marketing Todayhttp://www.ﬂickr.com/photos/torley/ http://www.ﬂickr.com/photos/barnerphotography/

Marketing Todayhttp://www.ﬂickr.com/photos/dan_culleton/

Marketing Today =http://www.ﬂickr.com/photos/dan_culleton/

Marketing Todayhttp://www.ﬂickr.com/photos/torley/ http://www.ﬂickr.com/photos/barnerphotography/

Marketing Todayhttp://www.ﬂickr.com/photos/quinnanya/ This.

Marketing Todayhttp://www.ﬂickr.com/photos/wwarby/

Marketing Today Avoid HiPPO[p]* work *Highest Paid Person’s Opinion prevailshttp://www.ﬂickr.com/photos/wwarby/

What Is Content Strategy?Content strategy helps youmake decisions based onyour business needs.

What Is Content Strategy?It’s a mindset.

Why Content Strategy?How most businesses view content: Photo by http://www.ﬂickr.com/photos/wordridden/

Why Content Strategy?Here’s what they’re worried it will get a hold of: Photo by http://www.ﬂickr.com/photos/37815348@N00/

Why Content Strategy?Instead...

Why Content Strategy?What if we think of content like this? Photo by http://www.ﬂickr.com/photos/37815348@N00/

Why Content Strategy?Your contentis abusiness asset.(What if we treat it like one?)

What does that mean?Content has tocome second.(Business goals ﬁrst.)

Why Content Strategy?Otherwise, you’re back to this scenario. Photo by http://www.ﬂickr.com/photos/wordridden/

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

Content Strategy, Step by Step The Diagnosis •Inventory •Analyze The Cure •Identify sources •Optimize tools •Deﬁne process

Step by Step, Diagnosis: Inventory•You’re going to need a spreadsheet.•List everything you’ve got.•No, everything.•Yes, that too.

Step by Step, Diagnosis: Inventory

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.

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?

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

Step by Step, Diagnosis: Analyze•Identify types of content

Step by Step, Diagnosis: Analyze•Note characteristics Headline [Character limit?] Copy with links [Char limit?] Image [Size?]

Step by Step, Diagnosis: Analyze•Group like items

Step by Step, Diagnosis: AnalyzeReview the website and the backend UXs•See through your user’s eyes•See through your editor’s eyes

Step by Step, Diagnosis: Analyze•Is your site navigation the same as your org chart?

Step by Step, Diagnosis: Analyze•Is your site navigation the same as your org chart?ur doin it wrong

Step by Step, Diagnosis: AnalyzeDoes your back-end system work for you?

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

Step by Step, Diagnosis: AnalyzeDoes your back-end system work for you?•Taxonomy: Hierarchy of contentHome >Business >>Nashville business >>Relocating business >Job Seekers >Tourists

Step by Step, Cure: Identify SourcesWho can help? Photo by http://www.ﬂickr.com/photos/rhysasplundh/

Step by Step, Cure: Optimize Tools•Get the technology right•Simple = Often better•Metadata and taxonomy are your friends•Create once, use repeatedly

Step by Step, Cure: Deﬁne ProcessDon’tover-process.

The Final StepPlan for Day 2. With credit to Jeffrey MacIntyre

Content Strategy: Changing Life for the Betterhttp://www.ﬂickr.com/photos/dan_culleton/

Content Strategy: Changing Life for the Better ?http://www.ﬂickr.com/photos/dan_culleton/

Content Strategy: Changing Life for the Better •Mindset ? •Toolshttp://www.ﬂickr.com/photos/dan_culleton/

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

Talk to MeLaura CreekmoreCreek Contenthttp://creekcontent.com@lauracreekmorelaura@creekcontent.com

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Content Strategy: A Framework for Marketing Success

by Laura Creekmore

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