1. INTEL CONFIDENTIAL, FOR INTERNAL USE ONLY1
Plan, Create,
Amplify and Measure
@PamDidner #ConfabMN
Global Integrated Marketing Manager

2. 2
You need to…
Think
Disagree
with
me
One
or
two
take-­‐away

3. 3
Scope
No
Intel
talk
No
Step-­‐by-­‐step
processes
Yes
to
Sharing
<ps

4. 4
Measure
Amplify
Create
Plan
Content Process

5. 5
Plan
Audience
Business
Objec<ve
Content
Audit
Content
Strategy

6. 6
Plan (and Research)
Audience
Business
Objec<ve
Content
Audit
Content
Strategy
WHY
WHAT
WHEN
WHERE
WHO
HOW
HOW
MUCH

7. 7
Three tips
OK
NOT
to
know
everything
Get
“everyone”
to
agree
on
objec<ve
and
strategy
Content
audit
is
a
must

8. 8
It’s OK not to know everything…
You
must
know:
• Business
Objec<ves
• Audience
• How
your
company
views
content

9. 9
Form your content team
Stakeholders:
• Strategic
decision
makers
• Money
people
• Champions
• Showstoppers
• Interested
others
Source:
Content
Strategy
for
the
Web
by
Kris<na
Halvorson
and
Melissa
Rach

10. 10
ü 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
Content audit is a must
Types
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
Categorize content database
It’s
OK
to
start
with
an
Excel
file
•
audiences
•
topics
•
purchase
cycle
•
formats
•
other
categories
(products,
members
etc.)

13. 13
Create
“Big
Idea”
Editorial
Planning
Curated
Content
Original
Content
Content
Gap

14. 14
Create with a purpose
Keep
it
relevant
to
your
product
and
messaging
Align
content
with
purchase
cycle
It’s
Ok
to
skip
“Big
Ideas”

15. 15
Amplify
Original
content
Cura<ng
content
Content
mapping
CRM
Content
mapping

16. 16
Three tips
Op<mize
via
trial
and
error
Create
content
within
content
Bring
them
back
to
an
awesome
website

17. 17
Inbound
traffic
Publica<on
Effec<veness
Quality
/
quan<ty
Measure
Quality
/
quan<ty
Leads
Original
content
Cura<ng
content
Content
mapping
CRM
Content
mapping

18. 18
Three tips
FragmentaEon
is
reality
Pick
2-­‐3
measurements
at
each
stage
Draw
assump<ve
insights

19. 19
Time vs. Budget
Measure
Amplify
Create
Plan
40%
20%
20%
20%
10%
10-­‐30%
30-­‐50%
10-­‐30%
Time
Budget

20. 20
Managing content is complicated
It
takes
a
team
Holis<c
view
is
challenging
Understand
what
data
means
to
you