END TO END
CONTENT STRATEGY
IN 15 MINUTES FLAT
I AM JAMES
I’m a content strategy consultant
I currently work at Factory Media as
acting Head of Digital Content

@mrjames...
this process makes

THREE ASSUMPTIONS
You know your
customer / audience
archetypes

You have more than
one person working
...
No target audience, no targeted content

No targeted content, and
you’re wasting effort
Get to know your audience
One person does everything?
Fire fighting
Lack of collaboration / learning / motivation
Without a driver,
this process will fail
Distribution
Content
Site Structure
Analytics

http://www.carsoncontent.com/blog/inbound-model/
http://econsultancy.com/uk...
Phase 1:

Analysis

Phase 2:
Onsite
Taxonomy and Audit
Website Engagement Analytics
Website Organic Traffic Information Ta...
Analysis

Distribution

UX

Content
ANALYTICS
THE BASE OF EVERYTHING
2,500
2,000
1,500
1,000

Find out where
people go
Xenu + Analytics
Socialcrawlytics.com

60,000
50,000
40,000
30,000
20,00...
Get all the keyword data you can

Historical analytics
Keyword planner
Ubersuggest.com
Soovle.com
Supplement with social i...
One hour meeting
brainstorm from data

mindmeister.com
mindmaple.com
Phase Goal:
Awesome
MIND MAP
SITE STRUCTURE
THE FUNDAMENTALS OF
CONTENT ORGANISATION
DONNA SPENCER
CARD SORTING
WP TAGS
GENERAL RULE:

use for proper
nouns only
Tag

Tag

Tag
Awesome
MIND MAP
assists
Information
Architecture
SEO ONPAGE
does it comply?
http://moz.com/learn/seo/on-page-factors
CONTENT AUDITS:
read these
ACTIONING AN AUDIT
TAKES AGES
it can be cheaper just to redo
PHASE GOAL:
Logical structure
Good formatting of existing stuff
CONTENT
THE MEAT OF YOUR BURGER
HEADLINES
AAAAAAAAA
AAAAGHGHH
GHGGHGHGH
GHGHGHGHG
HG!!!!!!!!!!!!!!!!!
HOW WOULD PEOPLE FIND
THIS PAGE?

WOULD PEOPLE CLICK A
LINK WITH THIS TITLE?
get a copy of this
read the
headline chapters
<h2>Subtitle Stuff</h2>
NOT <strong> OR <b>

CENTER STUFF
LIKE IMAGES
LIST STUFF

<blockquote>

<ul>
<li>LIST</li>
<li>LIS...
AUTHORSHIP
A system that enables author
profile pictures to appear on
Google’s rankings.

https://plus.google.com/authorsh...
STOCK AND FLOW
Flow is the feed. It’s the posts and the tweets. It’s the stream of
daily and sub-daily updates that remind...
STOCK
• Guides
• How to
• Category pages
• Profiles
• Infographics
• Applications

FLOW
• News
• Social updates

PAGE TYPE...
EDITORIAL CALENDAR
trello.com
http://www.blueglass.co.uk/blog/create-editorial-calendar-using-trello-need-one/
Editorial is a given, but can they…
• Tell you how Google works?
• Tell you what kind of content gets shared the most?
• F...
GENERAL QUANTITIVE RULE:

Editors should publish
1,500+ words a day
PHASE GOAL:
Headlines by the book
Good formatting
Good workflow organisation
DISTRIBUTION
HOW PEOPLE REALLY FIND YOU
BUILD NETWORKS
STOP BLOGGING
START THINKING
THE MOST
DISTRIBUTABLE ASSET
IS ALMOST ALWAYS VIDEO
VIDEO IS (OFTEN)
EXPENSIVE

BUT IT SPAWNS
MULTIPLE ASSETS
ONE 3 MINUTE VIDEO =
3 YouTube Edits
8 Vine Edits
4 Blog Posts
2 Slide Shares
18 Distributable Original Images

YOU CAN RE...
N OT
A NOTHER
OCIAL
S
ETWORK
N
S YNDROME
10 REASONS WHY EVERY
MARKETER SHOULD BE ON
PINTEREST RIGHT NOW!!

DON’T BE SILLY
WHAT’S THE BEST TIME TO POST?

DON’T BELIEVE THE HYPE
FOLLOWERWONK IT
IS YOUR NEWSLETTER
REALLY WORTH IT??

GIVE IT A FOCUS
PAID DISTRIBUTION
CLICK BAIT ALL THE WAY
Why Your Property Could be Part
of the Next Property Boom

CLICKABLE

USE UNBOUNCE TO CONVERT
STOP BLOGGING
Analysis

Distribution

UX

Content

START THINKING
Phase 1:

Analysis

Phase 2:
Onsite
Taxonomy and Audit
Website Engagement Analytics
Website Organic Traffic Information Ta...
End to End Content Strategy in 15 Minutes Flat
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End to End Content Strategy in 15 Minutes Flat

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End to End Content Strategy in 15 Minutes Flat

  1. 1. END TO END CONTENT STRATEGY IN 15 MINUTES FLAT
  2. 2. I AM JAMES I’m a content strategy consultant I currently work at Factory Media as acting Head of Digital Content @mrjamescarson
  3. 3. this process makes THREE ASSUMPTIONS You know your customer / audience archetypes You have more than one person working on content strategy Someone is in charge
  4. 4. No target audience, no targeted content No targeted content, and you’re wasting effort Get to know your audience
  5. 5. One person does everything? Fire fighting Lack of collaboration / learning / motivation
  6. 6. Without a driver, this process will fail
  7. 7. Distribution Content Site Structure Analytics http://www.carsoncontent.com/blog/inbound-model/ http://econsultancy.com/uk/blog/10924-could-content-marketing-replace-the-seo-department
  8. 8. Phase 1: Analysis Phase 2: Onsite Taxonomy and Audit Website Engagement Analytics Website Organic Traffic Information Taxonomy Phase 3: Editorial Workflow Reviews Phase 4: Category Card Sort Market Keyword Analysis SEO Competitor Analysis Tagging Amendments Optimisation Menu Restructure Headlines Distribution Formatting Ideas Authorship Review Regular Large Asset Production Retrospective Editing Planning Distribution Evergreen Content Audit Evergreen Content Social Media Page Types Email Editorial Calendar Free Distribution Quantitive Benchmarking Paid For Distribution Audit SEO Onpage Partner Network
  9. 9. Analysis Distribution UX Content
  10. 10. ANALYTICS THE BASE OF EVERYTHING
  11. 11. 2,500 2,000 1,500 1,000 Find out where people go Xenu + Analytics Socialcrawlytics.com 60,000 50,000 40,000 30,000 20,000 500 10,000 0 0 URLs Pageviews
  12. 12. Get all the keyword data you can Historical analytics Keyword planner Ubersuggest.com Soovle.com Supplement with social interaction data
  13. 13. One hour meeting brainstorm from data mindmeister.com mindmaple.com
  14. 14. Phase Goal: Awesome MIND MAP
  15. 15. SITE STRUCTURE THE FUNDAMENTALS OF CONTENT ORGANISATION
  16. 16. DONNA SPENCER CARD SORTING
  17. 17. WP TAGS GENERAL RULE: use for proper nouns only Tag Tag Tag
  18. 18. Awesome MIND MAP assists Information Architecture
  19. 19. SEO ONPAGE does it comply? http://moz.com/learn/seo/on-page-factors
  20. 20. CONTENT AUDITS: read these
  21. 21. ACTIONING AN AUDIT TAKES AGES it can be cheaper just to redo
  22. 22. PHASE GOAL: Logical structure Good formatting of existing stuff
  23. 23. CONTENT THE MEAT OF YOUR BURGER
  24. 24. HEADLINES AAAAAAAAA AAAAGHGHH GHGGHGHGH GHGHGHGHG HG!!!!!!!!!!!!!!!!!
  25. 25. HOW WOULD PEOPLE FIND THIS PAGE? WOULD PEOPLE CLICK A LINK WITH THIS TITLE?
  26. 26. get a copy of this read the headline chapters
  27. 27. <h2>Subtitle Stuff</h2> NOT <strong> OR <b> CENTER STUFF LIKE IMAGES LIST STUFF <blockquote> <ul> <li>LIST</li> <li>LIST</li> <li>LIST</li> </ul> “Quotes” </blockquote>
  28. 28. AUTHORSHIP A system that enables author profile pictures to appear on Google’s rankings. https://plus.google.com/authorship
  29. 29. STOCK AND FLOW Flow is the feed. It’s the posts and the tweets. It’s the stream of daily and sub-daily updates that remind people that you exist. Stock is the durable stuff. It’s the content you produce that’s as interesting in two months (or two years) as it is today. It’s what people discover via search. It’s what spreads slowly but surely, building fans over time. http://snarkmarket.com/2010/4890 http://neilperkin.typepad.com/only_dead_fish/2012/03/content-curation-stock-and-flow.html
  30. 30. STOCK • Guides • How to • Category pages • Profiles • Infographics • Applications FLOW • News • Social updates PAGE TYPES
  31. 31. EDITORIAL CALENDAR trello.com http://www.blueglass.co.uk/blog/create-editorial-calendar-using-trello-need-one/
  32. 32. Editorial is a given, but can they… • Tell you how Google works? • Tell you what kind of content gets shared the most? • Format in basic HTML? • Write headlines that are great for users and search engines? • Tell you the difference between a category and a tag? • Work in Photoshop? • Use a Content Management System? • Not get concerned by negative comments? • Edit using other applications or edit video?
  33. 33. GENERAL QUANTITIVE RULE: Editors should publish 1,500+ words a day
  34. 34. PHASE GOAL: Headlines by the book Good formatting Good workflow organisation
  35. 35. DISTRIBUTION HOW PEOPLE REALLY FIND YOU
  36. 36. BUILD NETWORKS
  37. 37. STOP BLOGGING START THINKING
  38. 38. THE MOST DISTRIBUTABLE ASSET IS ALMOST ALWAYS VIDEO
  39. 39. VIDEO IS (OFTEN) EXPENSIVE BUT IT SPAWNS MULTIPLE ASSETS
  40. 40. ONE 3 MINUTE VIDEO = 3 YouTube Edits 8 Vine Edits 4 Blog Posts 2 Slide Shares 18 Distributable Original Images YOU CAN REUSE IT A LOT
  41. 41. N OT A NOTHER OCIAL S ETWORK N S YNDROME
  42. 42. 10 REASONS WHY EVERY MARKETER SHOULD BE ON PINTEREST RIGHT NOW!! DON’T BE SILLY
  43. 43. WHAT’S THE BEST TIME TO POST? DON’T BELIEVE THE HYPE FOLLOWERWONK IT
  44. 44. IS YOUR NEWSLETTER REALLY WORTH IT?? GIVE IT A FOCUS
  45. 45. PAID DISTRIBUTION CLICK BAIT ALL THE WAY
  46. 46. Why Your Property Could be Part of the Next Property Boom CLICKABLE USE UNBOUNCE TO CONVERT
  47. 47. STOP BLOGGING Analysis Distribution UX Content START THINKING
  48. 48. Phase 1: Analysis Phase 2: Onsite Taxonomy and Audit Website Engagement Analytics Website Organic Traffic Information Taxonomy Phase 3: Editorial Workflow Reviews Phase 4: Category Card Sort Market Keyword Analysis SEO Competitor Analysis Tagging Amendments Optimisation Menu Restructure Headlines Distribution Formatting Ideas Authorship Review Regular Large Asset Production Retrospective Editing Planning Distribution Evergreen Content Audit Evergreen Content Social Media Page Types Email Editorial Calendar Free Distribution Quantitive Benchmarking Paid For Distribution Audit SEO Onpage Partner Network
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