Getting                           Content    started with                                        StrategyEuropean Professi...
Lots of content     Content     terms out there     strategy
Content    Content    Strategy    strategy
Content    Content    Marketing    marketing
Brand    Brand    Content    content
…and more!    But first….
What is  Content?  Content?
This looks like                                     content….IBM Smarter Planet/Social Business
So does thisMultimedia Feature produced by the New York Times (a must read!)
…and thisOrange Business Services Live Video Channel
…and thisInfographic produced by Capgemini
But this?
Yup…allcontent!
This too…
The web is full of   Content all types of content
….and it ALL requires  strategySTRATEGY
Content strategy helpsorganizations use content toachieve their business goals.Melissa Rach, Content Strategy for the Web ...
Content strategy plans for thecreation, delivery and governanceof useful, usable content.Kristina Halvorson, Content Strat...
UNDERLYING PRINCIPLE                       Content is a business asset that                       must be managed like all...
Content is not only about  creating narrativesSubstance     Stories     Topics     Key messages
Content is also about lots of other stuff   Structure (IA, taxonomy, metadata, content  models)   Tools (CMS, email deli...
Review, refine, refresh      Maintain and measure                                                   Set objectives        ...
CONTENT STRATEGY                                   Has breadth and depth   Horizontal content strategy: ensuring consiste...
CONTENT STRATEGY                                   Has breadth and depth   Horizontal content strategy: ensuring consiste...
Now: What is   Content Marketing  Content?   & Brand Content?
Content marketing is a marketing techniqueof creating and distributing relevant andvaluable content to attract, acquire, a...
IN FRANCE, BRAND CONTENT IS KING            Daniel Bô, Brand Content :            Comment les marques se transforment en m...
• Instead of advertising            • Strong link to leadContent       generationmarketing   • Prevalent in B2B           ...
ELEMENTS OF                         Content marketing and                         Brand content   Informative and educati...
Not all marketing content    Marketing       …is content       marketing!
At some point    It’s not all       …you still need to describe your       products and talk a bit about       yourself, p...
SOME CONTENT MARKETING/ BRAND CONTENT EXAMPLES
BRAND CONTENTHere are just a few examples of full-scale, brand content efforts•  AMEX Open Forum http://www.openforum.com•...
CONTENT MARKETING EXAMPLES….and just a few examples of smaller-scale content marketing•    SFR BYOD: branded content (    ...
THANK YOU            Lise Bissonnette Janody            http://www.dot-connection.com
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Getting Started with Content Strategy

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This is a short presentation I gave to the marketing communications committee of the France chapter of the European Professional Women's Network (EPWN) on Feb. 4, 2013. The goal was to introduce content strategy and to clarify its relationship to content marketing.

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Getting Started with Content Strategy

  1. 1. Getting Content started with StrategyEuropean Professional Women’s Network Lise Bissonnette JanodyMarketing Communications Committee Dot-ConnectionFeb. 4, 2013 Paris, France
  2. 2. Lots of content Content terms out there strategy
  3. 3. Content Content Strategy strategy
  4. 4. Content Content Marketing marketing
  5. 5. Brand Brand Content content
  6. 6. …and more! But first….
  7. 7. What is Content? Content?
  8. 8. This looks like content….IBM Smarter Planet/Social Business
  9. 9. So does thisMultimedia Feature produced by the New York Times (a must read!)
  10. 10. …and thisOrange Business Services Live Video Channel
  11. 11. …and thisInfographic produced by Capgemini
  12. 12. But this?
  13. 13. Yup…allcontent!
  14. 14. This too…
  15. 15. The web is full of Content all types of content
  16. 16. ….and it ALL requires strategySTRATEGY
  17. 17. Content strategy helpsorganizations use content toachieve their business goals.Melissa Rach, Content Strategy for the Web Ed. 2
  18. 18. Content strategy plans for thecreation, delivery and governanceof useful, usable content.Kristina Halvorson, Content Strategy for the Web
  19. 19. UNDERLYING PRINCIPLE Content is a business asset that must be managed like all other products   Requires oversight and accountability   Benefits from clearly defined roles, responsibilities, processes   Must contribute to bottom line and support business goals   Must provide value for users
  20. 20. Content is not only about creating narrativesSubstance  Stories  Topics  Key messages
  21. 21. Content is also about lots of other stuff  Structure (IA, taxonomy, metadata, content models)  Tools (CMS, email delivery, servers)  Engagement (SEO & social media)  Accessibility (coding, localization)  People (roles, responsibility, accountability)
  22. 22. Review, refine, refresh Maintain and measure Set objectives • Archive • Goals • Update •  Audiences • Test •  Purpose • Measure •  Messages and TopicsCarry out the plan Discover your universe • Production • Competition • Translation/localization • Keyword research A sustainable strategy • Indexing and metadata • Audience interviews for your content • PublicationPlan and specify Get a handle on what you have • Strategic plan (Who, what, where, • Content (inventory, audit) when, how, and WHY) • Taxonomy and metadata • Editorial calendar • Tools • Production schedule • Channels • Page specifications Identify gaps and opportunities • People, processes, workflow • Content models •  What can be optimized? • Budget • Content lifecycle •  Where are the gaps? •  What are the issues?
  23. 23. CONTENT STRATEGY Has breadth and depth   Horizontal content strategy: ensuring consistent, holistic approach to content from one end of your site to the other   Vertical content strategy: ensuring consistent, holistic approach to content between channels and devices for a topic or content type   Content marketing/brand content very often vertical, but full- scale efforts can be both Note: Here’s a link to my blog post on horizontal and vertical content strategy
  24. 24. CONTENT STRATEGY Has breadth and depth   Horizontal content strategy: ensuring consistent, holistic approach to content from one end of your site to the other   Vertical content strategy: ensuring consistent, holistic approach to content between channels and devices for a topic or content type   Content marketing/brand content very often vertical, but full- scale efforts can be both Note: Here’s a link to my blog post on horizontal and vertical content strategy
  25. 25. Now: What is Content Marketing Content? & Brand Content?
  26. 26. Content marketing is a marketing techniqueof creating and distributing relevant andvaluable content to attract, acquire, andengage a clearly defined and understoodtarget audience – with the objective ofdriving profitable customer action.Basically, content marketing is the art ofcommunicating with your customers andprospects without selling… Joe Pulizzi, Content Marketing Institute
  27. 27. IN FRANCE, BRAND CONTENT IS KING Daniel Bô, Brand Content : Comment les marques se transforment en médias
  28. 28. • Instead of advertising • Strong link to leadContent generationmarketing • Prevalent in B2B • Term used widely in the US • Can be advertising • Strong link to brand Brand engagementcontent • Prevalent in B2C • Term used widely in France
  29. 29. ELEMENTS OF Content marketing and Brand content   Informative and educational and/or   Entertaining, and/or   Provides a service   Stands on its own
  30. 30. Not all marketing content Marketing …is content marketing!
  31. 31. At some point It’s not all …you still need to describe your products and talk a bit about yourself, provide after-sales marketing! support…in short, provide the right content for all parts of the customer sales cycle.
  32. 32. SOME CONTENT MARKETING/ BRAND CONTENT EXAMPLES
  33. 33. BRAND CONTENTHere are just a few examples of full-scale, brand content efforts•  AMEX Open Forum http://www.openforum.com•  vs EC SMB portal (not brand content): http://ec.europa.eu/small-business/index_en.htm•  BNP Paribas site about managing money http://www.lemoneymag.fr/•  Coca Cola http://www.coca-colacompany.com/•  Regards sur le Numérique (Microsoft France): http://www.rslnmag.fr/
  34. 34. CONTENT MARKETING EXAMPLES….and just a few examples of smaller-scale content marketing•  SFR BYOD: branded content ( http://solutionsauxentreprises.lemonde.fr/dossiers/byod-le-nouveau-defi- de-la-dsi_f-38.html) + white paper: http://www.audeladucloud.fr/•  Marketo: http://eu.marketo.com/ (resource guides -http:// pages2.marketo.com/dg2-marketing-metrics-uk.html)•  For more examples:•  http://veillebrandcontent.fr/ (in French)•  http://contentmarketinginstitute.com/ (in English)
  35. 35. THANK YOU Lise Bissonnette Janody http://www.dot-connection.com
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