The 10 Key Elements of Audience Building Content Strategy

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A process for content teams to follow with the objective of building engaged aud

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The 10 Key Elements of Audience Building Content Strategy

  1. 1. THE 10 KEY ELEMENTS OFAUDIENCE BUILDINGCONTENT STRATEGY
  2. 2. ABOUT MECarson ContentI run a consultancy calledCarson Content.I was Head of Digital Marketingat Bauer Media.We offer services in ContentStrategy & Planning /Relaunches / Social Media andSEO strategy.@mrjamescarsonhttp://uk.linkedin.com/in/jacarson85www.carsoncontent.com
  3. 3. THE 10 ELEMENTS#1 PERSONA RESEARCH#2 MESSAGE ARCHITECTURE#3 DEFINING AN IA#4 STOCK, FLOW AND CURATION#5 TEAM WORKFLOW#6 GENUINELY GOOD IDEAS#7 HEADLINES#8 FORMATTING#9 USING MULTIMEDIA#10 CONSTANT REVIEW
  4. 4. #1PERSONARESEARCH
  5. 5. KEYWORD ANALYSIS AND…Keyword Global Monthly Searches UK Monthly Searchesbmx 450,000 33,100bikes 135,000 27,100mountain bikes 60,500 22,200bicycle 201,000 18,100bike 201,000 14,800cycling 74,000 14,800road bikes 40,500 14,800mountain bike 110,000 6,600road bike 27,100 5,400bicycles 40,500 5,400
  6. 6. WHEREARE THEY?HOW ARE THEYGETTING THERE?WHAT ARETHEY DOING?
  7. 7. EMAIL DATABASEFACEBOOK INSIGHTSFOLLOWERWONKSURVEYS
  8. 8. British – from London, Manchester or Leeds100 followers on TwitterMore active on Facebook than TwitterCreative type that likes music and designMean age: 21
  9. 9. #2MESSAGEARCHITECTURE
  10. 10. ESSENCECORE VALUESHOW ITMAKES MEFEELWHAT ITSAYS ABOUTMEFUNCTIONALBENEFITSFACTS/ICONSTRUTHS/BELIEFSPERSONALITYPRODUCT
  11. 11. • PRIMARY: The most important thing youwant your user to know or feel after viewingyour content.• SECONDARY: a group of messages thatsupport the primary message and providefurther context
  12. 12. • UK Thought Leader in Digital Content Strategy– Direct and to the point– We deal with matters of fact and logical explanation• Satirical– Sense of humour is dry and usually derived from criticism– We have a point of view that we aren’t afraid to express• The Antihype– We view trends with a long term view– We believe in marketing’s history
  13. 13. VOICEANDTONE.COM
  14. 14. #3DEFININGAN INFORMATION ARCHITECTURE
  15. 15. • CATEGORIES – topics that canexist in a hierarchy. Generallyfill menus.• TAGS – grouping of contentthat mentions a particularentity, most often propernouns.
  16. 16. Category 1 Category 2 Category 3Content ContentContentContentTag 1Tag 2Tag 1Tag 1Tag 2Tag 2
  17. 17. HOW NOT TO DO ITLifestyleFashion WeddingsNews AdviceCategoriesTop LevelGet Involved2nd Level3rd LevelDesignersPage Types
  18. 18. #4http://snarkmarket.com/2010/4890http://neilperkin.typepad.com/only_dead_fish/2012/03/content-curation-stock-and-flow.htmlSTOCK, FLOWAND CURATION
  19. 19. STOCK AND FLOWFlow is the feed. It’s the posts and thetweets. It’s the stream of daily and sub-dailyupdates that remind people that you exist.Stock is the durable stuff. It’s the contentyou produce that’s as interesting in twomonths (or two years) as it is today. It’s whatpeople discover via search. It’s what spreadsslowly but surely, building fans over time.
  20. 20. STOCK FLOW• Guides• How to• Category pages• Infographics• Applications• News• Social updates• Opportunities
  21. 21. CURATION• Referencing things that aren’t yours• Getting your community to contribute• Harnessing social to create content
  22. 22. 70/20/10• 70% of the content should be lowrisk, bread and butter marketing• 20% should innovate off what works• 10% should be high risk ideas that willbe tomorrows 70% or 20%
  23. 23. CONTENT SPLIT60% STOCK20% FLOW20% CURATED70% BREAD & BUTTER20% INNOVATE10% HIGH RISK
  24. 24. #5TEAM WORKFLOW
  25. 25. ContentOutreachDevelopmentAnalyticsDesignCONTENT MARKETING MODEL
  26. 26. • FORMAT– Writing, graphics, photography, video etc• COMMUNITY– To whom are your team connected?• CAPACITY– How much can your team produce?– 2k words a dayWHAT, FOR WHO AND HOW MUCH?
  27. 27. #6GENUINELYGOOD IDEAS
  28. 28. • S imple• U nexpected• C oncrete• C redible• E motional• S tory• sFORMULA
  29. 29. #7HEADLINESWhat do people see of advertising?Headlines! What do you yourself see ofadvertising as you glance through anewspaper or magazine? Headlines!What decides whether or not you stop amoment and look at an advertisement, oreven read a little of it? The headline!
  30. 30. “On average , five times more people read the headline as readthe body copy. When you have written your headline, you havespent 80 cents out of your dollar.”
  31. 31. Do you make these mistakesin English?Are you afraid of makingmistakes in English?
  32. 32. THE THREE CLASSES OFSUCCESFUL HEADLINES:• Self interest– ‘How You Can Get a Job at FHM Magazine’• News– ‘Government Unveils New Apprenticeship Scheme’• Curiosity*– ‘Do You Make These Interview Mistakes?’– ‘Wanted: £1 billion to Tackle Youth Unemployment’*Curiosity is rarely enough on its own…“The effectiveness of the average curiosity headline is doubtful. For everycuriosity headline that succeeds in getting results, a dozen will fail.”
  33. 33. • Quick, easy way• Short active verbsGreeks gain entry to Troy and winGreeks seize Troy• Eliminate negativityTHREE MORE THINGS…
  34. 34. COMMON SENSE SEO HEADLINES• Make onpage headlines as long as you like.• Use full versions of proper nouns.• Think of how people will search to comeacross your headline.• Use one headline for robots, another forhumans.• Continue to apply the concepts explained.
  35. 35. #8PROPERFORMATTING
  36. 36. HOW USERSREAD ON THE WEBTHEY DON’TWELL ACTUALLY THEY DO, KIND OFhttp://content-science.com/expertise/content-insights/yes-users-read-on-the-web/
  37. 37. People rarely read Web pages word by word;Instead, they scan the page, picking outindividual words and sentences. In research onhow people read websites we found that 79percent of our test users always scanned anynew page they came across; only 16 percentread word-by-word.
  38. 38. SINCE USERS DON’T READ• Short words, shortsentences, short paragraphs.• One idea per paragraph.• Break things up with lists andimages.
  39. 39. <h2>Subtitle Stuff</h2>NOT <strong> OR <b>CENTER STUFFLIKE IMAGESLIST STUFF<ul><li>LIST</li><li>LIST</li><li>LIST</li></ul><blockquote>‚Blockquote interesting stuff‛</blockquote>
  40. 40. #9USINGMULTIMEDIA
  41. 41. STOCK IMAGEDIE DIE DIE
  42. 42. IT’S TOO EASYTO MAKE YOUR OWN
  43. 43. VISUALISATIONAre youth unemployment statistics black and white?Nathan Atiko, 24, said: "Sometimes I have in the back of my mind that employers see mysurname, see its African and write my CV off straight away. I think about changing itbecause I wonder if they immediately think I might be trouble or I might be lying."47.4%52.6%20.8%79.2%% People Aged 16-24 Unemployed by Race:whiteUnemployedEmployedblack
  44. 44. DATA TOOLShttp://infogr.amhttp://quipol.comhttp://www.polldaddy.comhttp://visual.ly
  45. 45. GOT VIDEO?SHAKY?BADLY LIT?BAD SOUND?USE iMOVIE ON iPHONEPREMIERE IS THE DON
  46. 46. #10CONSTANTREVIEW
  47. 47. DASHBOARDING
  48. 48. TEMPLATE EMAIL REPORTS
  49. 49. REACTION TIMEwww.netvibes.comwww.soovle.comwww.trendsmap.com
  50. 50. Q & A#1 PERSONA RESEARCH#2 MESSAGE ARCHITECTURE#3 DEFINING AN IA#4 STOCK, FLOW AND CURATION#5 TEAM WORKFLOW#6 GENUINELY GOOD IDEAS#7 HEADLINES#8 FORMATTING#9 USING MULTIMEDIA#10 CONSTANT REVIEWwww.carsoncontent.com@mrjamescarson

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