Content Strategy Basics


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Content is King - presentation on the basics of content strategy.

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  • Source: ExactTarget, May 2012
  • Source: Yellow Social Media Report, AIMIA, June 2012
  • Source: Techtarget – How IT buyers make decisions
  • What questions does the Persona want to answer at this stage in the process?What are the topics and categories that would provide this content and answer these questions?What are some sample headlines for content in each cell?What formats (blog posts, videos, eBooks, etc.) would this content be delivered through?
  • Source: Nielsen Social Media Report, February 2010
  • Content Strategy Basics

    1. 1. The Digital WorldContent is Kingby Sandra RichesOctober 2012
    2. 2. What I did and what I do Digital Strategist 13% TV producer 19% SEO/SEM Senior Account Manager 12% GM/CEO digital agency 37% Digital Account Director 19%
    3. 3. What we’ll cover today Introduction Where is digital at Content Strategy & Marketing principles Some examples Exercise
    4. 4. + Introduction
    5. 5. Introduction At the core of digital is content Content is ultimately what you are offering your customer online Content should be your main consideration in any digital comms Channels and technology are merely there to facilitate
    6. 6. Top Down Campaign Usually driven by message business objectives Social SEM Banner ads SEO Website Email or microsite
    7. 7. Bottom Up – our focus for today Social SEM Banner ads SEO Website Email or microsite Useful Usually driven by content customer needs
    8. 8. + Where is digital at?
    9. 9. Marketing and comms are becoming moretechnology driven and analytical
    10. 10. Marketers are Multi Taskers
    11. 11. And as a consequence, they are becoming moreoperationally focused
    12. 12. Devices diverge
    13. 13. Services converge
    14. 14. Our customers expectus to keep up with the their ways of communicating
    15. 15. Social, Local, Mobile
    16. 16. Facebook vs Email vs TwitterSource: ExactTarget, May 2012
    17. 17. Device usage by ageSource: Yellow Social Media Report, AIMIA, June 2012
    18. 18. Don’t talk at customers
    19. 19. Talk with them
    20. 20. So how is the role ofcontent changing in all of this?
    21. 21. Content is NOT a feature
    22. 22. Think content first
    23. 23. Create Once, Publish Everywhere
    24. 24. + Content Strategy Principles
    25. 25. What is a content strategy?“A content strategy embraceswords, images and multimedia tosystematically enhanceconsumer engagement andconversion rates.”Rebecca Lieb
    26. 26. 1 PLANWhere are we now?- Customer insight
    27. 27. Customer insight Use Customer Insights to determine customers needs. Develop Personas to determine your customer needs and pain points. Create User Journeys for each Persona to determine pathways from initial interest to conversion. This is likely to cross multiple channels.
    28. 28. Customer insight – Persona
    29. 29. Customer insight – User Journey
    30. 30. Customer Insight – User Journey
    31. 31. 1 PLANWhere are we now?- Customer insight- Market trends- Competitor analysis- Content audit
    32. 32. But where?
    33. 33. Content Audit
    34. 34. 1 PLANWhere are we now?- Customer insight- Market trends- Competitor analysis- Content auditWhere do we want to be?- Setting objectives
    35. 35. Source: Content Marketing Institute 2012
    36. 36. Find the Sweet Spot Business Goals Sweet Customer Goals Spot
    37. 37. 1 PLANWhere are we now?- Customer insight- Market trends- Competitor analysis- Content auditWhere do we want to be?- Setting objectivesHow do we get there?- Set out Online Value Proposition (OVP)- Develop strategies- Develop a Content Grid
    38. 38. Content Grid
    39. 39. 2 TEAMWho is going to do it?- Who will be ultimately responsible for the content- Who will create the content(internal vs external)- Who will publish the content- Who will monitor the content- Set out a content workflow with the appropriate tools
    40. 40. 3 IDEASHow exactly do we getthere?- Think tactically- Use your Content Grid- Keep your customer front of mind- Fill in the details
    41. 41. Source: Content Marketing Institute 2012
    42. 42. Ideas are the biggest challengeSource: Content Marketing Institute 2012
    43. 43. 4 PRODUCTION- Create an editorial Calendar
    44. 44. Editorial calendar
    45. 45. 4 PRODUCTION- Create an editorial Calendar- Develop the content
    46. 46. 5 AUDIENCE DEVELOPMENT- The job is not done when the content is live- Distribute the content using the most optimal channels
    47. 47. Preferred method of online comms
    48. 48. Distribution OptionsOwned Bought Earned Own website Banners CPM Social Media Own mobile site Banners CPA Editorial articles Own micro sites SEM SEO Own Social channels Sponsorship Blogs Email House list Forums Own blogsHIGH CONTROL LOW
    49. 49. Distribution Options – AwarenessOwned Bought Earned✔Own website ✔Banners CPM ✔Social Media✔Own mobile site Banners CPA ✔Editorial articles Own micro sites ✔SEM ✔SEO✔Own Social channels ✔Sponsorship ✔Blogs✔Email House list Forums✔Own blogsHIGH CONTROL LOW
    50. 50. Distribution Options – ConversionOwned Bought Earned✔Own website Banners CPM ✔Social Media✔Own mobile site ✔Banners CPA Editorial articles✔Own micro sites ✔SEM ✔SEO✔Own Social channels ✔Sponsorship ✔Blogs✔Email House list ✔Forums✔Own blogsHIGH CONTROL LOW
    51. 51. 5 AUDIENCE DEVELOPMENT- The job is not done when the content is live- Distribute the content using the most optimal channels- Repurpose content where possible
    52. 52. Repurpose content
    53. 53. CONVERSION, M6 7 EASURE AND OPTIMISEHow do we monitorperformance?- Measure your objective’s KPIs- Use your web analytics to find stumbling blocks- Improve the User Experience and content continuously
    54. 54. + Some Examples
    55. 55. + Conclusion
    56. 56. What should you DO with this? Think about this process whenever you want to “put something on the web” Think about this process when you are setting out your annual marketing strategies Start considering alternatives Feel empowered to understand what questions to ask and what potential is there
    57. 57. Most common mistakes (please avoid!) Inconsistent content, which could be the result of treating the content as a campaign Talking too much about the brand and not focusing on high-quality content Not atomising the content into multiple channels in the right context Failing to segment content Ineffective resourcing No promotion plan around the content marketing strategySource: Joe Pulizzi, executive director of the Content Marketing Institute
    58. 58. + Any questions?
    59. 59. + Exercise
    60. 60. Exercise 1 – Business Objectives Open Day is coming up in 9 months time. You have decided that the Digital Channel is at the core of your communications with your students._________________________________________________________ Q: What is the main Business Objective you are hoping to achieve through Open Day?
    61. 61. Discuss – Business Objectives So what is the one thing we need to achieve? Is this different now that Digital is at the core of your strategy?
    62. 62. Exercise 2 – Consumer Needs You have a clear idea of what you want to get out of Open Day this year. Now it is time to consider your audience._______________________________________________________ Q: Who is your target audience (please segment) Q: What questions will they have?
    63. 63. Discuss – Consumer Needs So who is our target audience? Do we currently segment our audience this way? What questions do they need answered? Do the questions differ before, during and after Open Day?
    64. 64. Exercise 3 – Content Grid Now you know your Business Objectives and your Consumer Needs, you can work out what content is needed.______________________________________________________ Q: Please complete the Content Grid Q: So what is your Online Value Proposition?
    65. 65. Exercise 3 – Content Grid Segment 1 Segment 2 Segment 3Before OpenDayDuring OpenDayAfterOpen DayOVP:
    66. 66. Discuss – Content Grid What messages should be communicated What content features or tools do we need Do we need to create new content? Where will the content live?