CONFAB Minneapolis: Plan, Create, Amplify and Measure


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CONFAB Minneapolis: Plan, Create, Amplify and Measure

  1. 1. INTEL CONFIDENTIAL, FOR INTERNAL USE ONLY1Plan, Create,Amplify and Measure@PamDidner #ConfabMNGlobal Integrated Marketing Manager
  2. 2. 2You need to…Think  Disagree  with  me  One  or  two  take-­‐away  
  3. 3. 3ScopeNo  Intel  talk  No  Step-­‐by-­‐step  processes  Yes  to  Sharing  <ps  
  4. 4. 4Measure  Amplify    Create  Plan  Content Process
  5. 5. 5PlanAudience  Business  Objec<ve  Content  Audit  Content    Strategy  
  6. 6. 6Plan (and Research)Audience  Business  Objec<ve  Content  Audit  Content    Strategy    WHY      WHAT  WHEN  WHERE  WHO    HOW      HOW  MUCH  
  7. 7. 7Three tipsOK  NOT  to  know  everything  Get  “everyone”  to  agree    on  objec<ve  and  strategy  Content  audit  is  a  must  
  8. 8. 8It’s OK not to know everything…You  must  know:  • Business  Objec<ves  • Audience  • How  your  company  views  content    
  9. 9. 9Form your content teamStakeholders:  • Strategic  decision  makers  • Money  people  • Champions  • Showstoppers  • Interested  others  Source:  Content  Strategy  for  the  Web  by  Kris<na  Halvorson  and  Melissa  Rach    
  10. 10. 10ü Agree  on  strategy  and  plan  ü Iden<fy  a  problem/  an  opportunity  ü Trends/Best  Prac<ce  sharing  ü Request  for  help  Form your content team (continued)Get  them  interested  Source:  Content  Strategy  for  the  Web  by  Kris<na  Halvorson  and  Melissa  Rach    
  11. 11. 11Content audit is a mustTypes  of  audit  Quan<ta<ve  inventory  Qualita<ve  audit:  Best  Prac*ce  Assessment  Qualita<ve  audit:  Strategic  Assessment  Descrip<on  A  list  of  all  or  sample  the    content  you  have    A  comparison  of  your  content  against  industry’s  best  prac<ce  (done  by  3rd  party)  An  in-­‐depth  look  at  how    our  content  measures    up  to  your  strategic  goals    When  Before  strategy  Before  strategy  AVer  implementa<on  Source:  Content  Strategy  for  the  Web  by  Kris<na  Halvorson  and  Melissa  Rach    
  12. 12. 12Categorize content databaseIt’s  OK  to  start  with  an  Excel  file  •   audiences  •   topics  •   purchase  cycle  •   formats  •     other  categories  (products,  members  etc.)  
  13. 13. 13Create“Big  Idea”  Editorial  Planning  Curated  Content  Original  Content  Content    Gap  
  14. 14. 14Create with a purposeKeep  it  relevant  to  your  product  and  messaging  Align  content  with  purchase  cycle  It’s  Ok  to  skip  “Big  Ideas”  
  15. 15. 15AmplifyOriginal  content  Cura<ng  content  Content  mapping   CRM  Content  mapping  
  16. 16. 16Three tipsOp<mize  via  trial  and  error  Create  content  within  content  Bring  them  back  to  an  awesome  website  
  17. 17. 17Inbound    traffic  Publica<on    Effec<veness  Quality  /  quan<ty  MeasureQuality  /  quan<ty  Leads  Original  content  Cura<ng  content  Content  mapping   CRM  Content  mapping  
  18. 18. 18Three tipsFragmentaEon  is  reality  Pick  2-­‐3  measurements  at  each  stage  Draw  assump<ve  insights  
  19. 19. 19Time vs. BudgetMeasure  Amplify    Create  Plan   40%  20%  20%  20%  10%  10-­‐30%  30-­‐50%  10-­‐30%  Time   Budget  
  20. 20. 20Managing content is complicatedIt  takes  a  team  Holis<c  view  is  challenging  Understand  what  data  means  to  you