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
The Digital WorldContent is Kingby Sandra RichesOctober 2012
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%
What we’ll cover today Introduction Where is digital at Content Strategy & Marketing principles Some examples Exercise
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
Top Down Campaign Usually driven by message business objectives Social SEM Banner ads SEO Website Email or microsite
Bottom Up – our focus for today Social SEM Banner ads SEO Website Email or microsite Useful Usually driven by content customer needs
+ Where is digital at?
Marketing and comms are becoming moretechnology driven and analytical
Marketers are Multi Taskers
And as a consequence, they are becoming moreoperationally focused
Our customers expectus to keep up with the their ways of communicating
Social, Local, Mobile
Facebook vs Email vs TwitterSource: ExactTarget, May 2012
Device usage by ageSource: Yellow Social Media Report, AIMIA, June 2012
Don’t talk at customers
Talk with them
So how is the role ofcontent changing in all of this?
Content is NOT a feature
Think content first
Create Once, Publish Everywhere
+ Content Strategy Principles
What is a content strategy?“A content strategy embraceswords, images and multimedia tosystematically enhanceconsumer engagement andconversion rates.”Rebecca Lieb
1 PLANWhere are we now?- Customer insight
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.
Customer insight – Persona
Customer insight – User Journey
Customer Insight – User Journey
1 PLANWhere are we now?- Customer insight- Market trends- Competitor analysis- Content audit
1 PLANWhere are we now?- Customer insight- Market trends- Competitor analysis- Content auditWhere do we want to be?- Setting objectives
Source: Content Marketing Institute 2012
Find the Sweet Spot Business Goals Sweet Customer Goals Spot
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
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
3 IDEASHow exactly do we getthere?- Think tactically- Use your Content Grid- Keep your customer front of mind- Fill in the details
Source: Content Marketing Institute 2012
Ideas are the biggest challengeSource: Content Marketing Institute 2012
4 PRODUCTION- Create an editorial Calendar
4 PRODUCTION- Create an editorial Calendar- Develop the content
5 AUDIENCE DEVELOPMENT- The job is not done when the content is live- Distribute the content using the most optimal channels
Preferred method of online comms
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
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
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
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
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
+ Some Examples
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
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
+ Any firstname.lastname@example.org/in/sandraricheswww.collaboraid.com.au
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?
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?
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?
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?
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?