No-Nonsense Content MarketingStrategy FTW
ContentStrategyContentMarketingEditorialStrategyWhat is Content Strategy?Why is it necessary?Who are we talking to, and wh...
Today’s inbound marketing istomorrow’s content strategycleanup.- Matthew Grocki
of consumers say they have stopped following abrand on Facebook because the information itposted had become “too repetitiv...
BRAND ABRAND BBRAND CBRAND D
The Big Picture
POSTM MethodologyPEOPLEWho is our targetaudience and whatare their needs andwants?OBJECTIVESWhat are wetrying toaccomplish...
Content StrategyContent Marketing
PEOPLEWho is our targetaudience and whatare their needs andwants?OBJECTIVESWhat are wetrying toaccomplish?
STRATEGIESHow will weaccomplish ourobjectives?TACTICSWhich tacticswill we deploy tomeet ourstrategicobjectives?
Content StrategyContent MarketingMEASUREMENTHow will wemeasure oursuccess?
Content MarketingContent Strategy
First ComesContent Strategy
What Is Content Strategy?Planning Creation Aggregation Delivery
PERSONA ATTRIBUTES BRAND ATTRIBUTES
User Needs
per· so· na Noun1.  The aspect of someones character thatis presented to or perceived by others.2.  A role or character ad...
How do you have aconversation with a crowd?You don’t.
These individuals arepersonas.You have conversationswith individuals.
Brand Goals
Brand GoalsWhat are your KPIs?What myths do you want todispel?How will you measuresuccess?What do you want youremployees t...
BRAND ATTRIBUTES (THE CHARACTER DNA)Warm BUT NOT OverbearingExciting BUT NOT SensationalistFriendly BUT NOT InsincereHip B...
We refer to ourselvesas “we” and “our,”never “I” or “me.”When it works…“We love hearingfeedback like thatand will pass it ...
When You Write For (BRAND) Remember…• To respect your audience• Put the sales hat aside• We’re comfortably uncomfortable i...
Flick User: AdamKRIn comparison toour competitors,where do westand out? Moreimportantly, wheredo we deserve towin?
Now Comes Content Marketing
Prioritize
BLOG/WEBSITEFacebookPinterestTwitterVineInstagramYouTube
Editorial Strategy(Publishing Plan)Have agoodreason formeetingInvitethe rightpeopleTake along-termapproachShow upinformedS...
Articulate & Organize Your Plan
NOW you can create
…And set it free
And it will be shared far and wide … andcovered in slobber
What Should Content Do?
ShortVisualEducationalEntertaining
Great content tells an interesting story…
SOURCE: Unrealitymag.comGreat content stays in character…
Great content marries online with offline…
Great content issmart, useful andunique
Great content entertains…
Great content inspires action…
Great content hits its mark and sells …
In Closing …
POSTM MethodologyPEOPLEWho is our targetaudience and whatare their needs andwants?OBJECTIVESWhat are wetrying toaccomplish...
The future is about respect.It’s becoming harder andharder to be an asshole.- Brad Frost
THANK YOU
No-Nonsense Content Marketing
No-Nonsense Content Marketing
No-Nonsense Content Marketing
No-Nonsense Content Marketing
No-Nonsense Content Marketing
No-Nonsense Content Marketing
No-Nonsense Content Marketing
No-Nonsense Content Marketing
No-Nonsense Content Marketing
No-Nonsense Content Marketing
No-Nonsense Content Marketing
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No-Nonsense Content Marketing

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Content marketers are often too quick to jump into the tactical sandbox. A content marketing plan without a solid content strategy foundation is essentially a house built on quicksand -- sure to sink, costing everyone time, money and aggravation. Respect your audience, create content they truly want, and stop creating clutter that will inevitably become a content strategist's colossal cleanup.

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No-Nonsense Content Marketing

  1. 1. No-Nonsense Content MarketingStrategy FTW
  2. 2. ContentStrategyContentMarketingEditorialStrategyWhat is Content Strategy?Why is it necessary?Who are we talking to, and why?How will we think and act like publishers?What is Content Marketing?How does it intersect with Content Strategy?Questions We’ll Answer
  3. 3. Today’s inbound marketing istomorrow’s content strategycleanup.- Matthew Grocki
  4. 4. of consumers say they have stopped following abrand on Facebook because the information itposted had become “too repetitive and boring.”52%SOURCE: socialmediainfluence.com
  5. 5. BRAND ABRAND BBRAND CBRAND D
  6. 6. The Big Picture
  7. 7. POSTM MethodologyPEOPLEWho is our targetaudience and whatare their needs andwants?OBJECTIVESWhat are wetrying toaccomplish?STRATEGIESHow will weaccomplish ourobjectives?TACTICSWhich tacticswill we deploy tomeet ourstrategicobjectives?MEASUREMENTHow will wemeasure oursuccess?
  8. 8. Content StrategyContent Marketing
  9. 9. PEOPLEWho is our targetaudience and whatare their needs andwants?OBJECTIVESWhat are wetrying toaccomplish?
  10. 10. STRATEGIESHow will weaccomplish ourobjectives?TACTICSWhich tacticswill we deploy tomeet ourstrategicobjectives?
  11. 11. Content StrategyContent MarketingMEASUREMENTHow will wemeasure oursuccess?
  12. 12. Content MarketingContent Strategy
  13. 13. First ComesContent Strategy
  14. 14. What Is Content Strategy?Planning Creation Aggregation Delivery
  15. 15. PERSONA ATTRIBUTES BRAND ATTRIBUTES
  16. 16. User Needs
  17. 17. per· so· na Noun1.  The aspect of someones character thatis presented to or perceived by others.2.  A role or character adopted by anauthor or an actor. 
  18. 18. How do you have aconversation with a crowd?You don’t.
  19. 19. These individuals arepersonas.You have conversationswith individuals.
  20. 20. Brand Goals
  21. 21. Brand GoalsWhat are your KPIs?What myths do you want todispel?How will you measuresuccess?What do you want youremployees to accomplish?What do you want yourcustomers to do?What are the keycommunications points?
  22. 22. BRAND ATTRIBUTES (THE CHARACTER DNA)Warm BUT NOT OverbearingExciting BUT NOT SensationalistFriendly BUT NOT InsincereHip BUT NOT TrendyAffordable BUT NOT CheapFocused BUT NOT Intense
  23. 23. We refer to ourselvesas “we” and “our,”never “I” or “me.”When it works…“We love hearingfeedback like thatand will pass it along!”When it doesn’t…“I’ll be sure to passthat along."ConsistentLanguageUse of rhetoricalquestions andconversational aideshelp contribute to theinviting and friendly tone.When referring tocustomers, use “you”and “your” – this helpsmakes the contentmore personal.All content is writtenin the present tense,unless there is aspecific reasonotherwise.GrammarUsageStandardsWhen it doesn’t…“Our new fall line isup on our websitenow.”Friendly &Human VoiceWhen it works…“What do your shoessay about you? Mix itup this weekend andtry something new!”We speak in a casual,warm tone that feelsconversational
  24. 24. When You Write For (BRAND) Remember…• To respect your audience• Put the sales hat aside• We’re comfortably uncomfortable in our transparency• There’s room for a bit of playfulness and humor• We never refer to ourselves in the third person
  25. 25. Flick User: AdamKRIn comparison toour competitors,where do westand out? Moreimportantly, wheredo we deserve towin?
  26. 26. Now Comes Content Marketing
  27. 27. Prioritize
  28. 28. BLOG/WEBSITEFacebookPinterestTwitterVineInstagramYouTube
  29. 29. Editorial Strategy(Publishing Plan)Have agoodreason formeetingInvitethe rightpeopleTake along-termapproachShow upinformedSign off withyour JohnHancockFive Commandments of Editorial Meetings
  30. 30. Articulate & Organize Your Plan
  31. 31. NOW you can create
  32. 32. …And set it free
  33. 33. And it will be shared far and wide … andcovered in slobber
  34. 34. What Should Content Do?
  35. 35. ShortVisualEducationalEntertaining
  36. 36. Great content tells an interesting story…
  37. 37. SOURCE: Unrealitymag.comGreat content stays in character…
  38. 38. Great content marries online with offline…
  39. 39. Great content issmart, useful andunique
  40. 40. Great content entertains…
  41. 41. Great content inspires action…
  42. 42. Great content hits its mark and sells …
  43. 43. In Closing …
  44. 44. POSTM MethodologyPEOPLEWho is our targetaudience and whatare their needs andwants?OBJECTIVESWhat are wetrying toaccomplish?STRATEGIESHow will weaccomplish ourobjectives?TACTICSWhich tacticswill we deploy tomeet ourstrategicobjectives?MEASUREMENTHow will wemeasure oursuccess?
  45. 45. The future is about respect.It’s becoming harder andharder to be an asshole.- Brad Frost
  46. 46. THANK YOU

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