Getting Started with Content Strategy
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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......

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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  • 1. Getting Content started with StrategyEuropean Professional Women’s Network Lise Bissonnette JanodyMarketing Communications Committee Dot-ConnectionFeb. 4, 2013 Paris, France
  • 2. Lots of content Content terms out there strategy
  • 3. Content Content Strategy strategy
  • 4. Content Content Marketing marketing
  • 5. Brand Brand Content content
  • 6. …and more! But first….
  • 7. What is Content? Content?
  • 8. This looks like content….IBM Smarter Planet/Social Business
  • 9. So does thisMultimedia Feature produced by the New York Times (a must read!)
  • 10. …and thisOrange Business Services Live Video Channel
  • 11. …and thisInfographic produced by Capgemini
  • 12. But this?
  • 13. Yup…allcontent!
  • 14. This too…
  • 15. The web is full of Content all types of content
  • 16. ….and it ALL requires strategySTRATEGY
  • 17. Content strategy helpsorganizations use content toachieve their business goals.Melissa Rach, Content Strategy for the Web Ed. 2
  • 18. Content strategy plans for thecreation, delivery and governanceof useful, usable content.Kristina Halvorson, Content Strategy for the Web
  • 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. Content is not only about creating narrativesSubstance  Stories  Topics  Key messages
  • 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. 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. 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. 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. Now: What is Content Marketing Content? & Brand Content?
  • 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. IN FRANCE, BRAND CONTENT IS KING Daniel Bô, Brand Content : Comment les marques se transforment en médias
  • 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. ELEMENTS OF Content marketing and Brand content   Informative and educational and/or   Entertaining, and/or   Provides a service   Stands on its own
  • 30. Not all marketing content Marketing …is content marketing!
  • 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. SOME CONTENT MARKETING/ BRAND CONTENT EXAMPLES
  • 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. 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. THANK YOU Lise Bissonnette Janody http://www.dot-connection.com