No-Nonsense Content Marketing
Upcoming SlideShare
Loading in...5
×
 

Like this? Share it with your network

Share

No-Nonsense Content Marketing

on

  • 858 views

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, ...

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.

Statistics

Views

Total Views
858
Views on SlideShare
848
Embed Views
10

Actions

Likes
7
Downloads
8
Comments
2

1 Embed 10

https://twitter.com 10

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

No-Nonsense Content Marketing Presentation Transcript

  • 1. No-Nonsense Content MarketingStrategy FTW
  • 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. Today’s inbound marketing istomorrow’s content strategycleanup.- Matthew Grocki
  • 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. BRAND ABRAND BBRAND CBRAND D
  • 6. The Big Picture
  • 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. Content StrategyContent Marketing
  • 9. PEOPLEWho is our targetaudience and whatare their needs andwants?OBJECTIVESWhat are wetrying toaccomplish?
  • 10. STRATEGIESHow will weaccomplish ourobjectives?TACTICSWhich tacticswill we deploy tomeet ourstrategicobjectives?
  • 11. Content StrategyContent MarketingMEASUREMENTHow will wemeasure oursuccess?
  • 12. Content MarketingContent Strategy
  • 13. First ComesContent Strategy
  • 14. What Is Content Strategy?Planning Creation Aggregation Delivery
  • 15. PERSONA ATTRIBUTES BRAND ATTRIBUTES
  • 16. User Needs
  • 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. How do you have aconversation with a crowd?You don’t.
  • 19. These individuals arepersonas.You have conversationswith individuals.
  • 20. Brand Goals
  • 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. 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. 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. 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. Flick User: AdamKRIn comparison toour competitors,where do westand out? Moreimportantly, wheredo we deserve towin?
  • 26. Now Comes Content Marketing
  • 27. Prioritize
  • 28. BLOG/WEBSITEFacebookPinterestTwitterVineInstagramYouTube
  • 29. Editorial Strategy(Publishing Plan)Have agoodreason formeetingInvitethe rightpeopleTake along-termapproachShow upinformedSign off withyour JohnHancockFive Commandments of Editorial Meetings
  • 30. Articulate & Organize Your Plan
  • 31. NOW you can create
  • 32. …And set it free
  • 33. And it will be shared far and wide … andcovered in slobber
  • 34. What Should Content Do?
  • 35. ShortVisualEducationalEntertaining
  • 36. Great content tells an interesting story…
  • 37. SOURCE: Unrealitymag.comGreat content stays in character…
  • 38. Great content marries online with offline…
  • 39. Great content issmart, useful andunique
  • 40. Great content entertains…
  • 41. Great content inspires action…
  • 42. Great content hits its mark and sells …
  • 43. In Closing …
  • 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. The future is about respect.It’s becoming harder andharder to be an asshole.- Brad Frost
  • 46. THANK YOU