Content Strategy, Information that Works

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Content is incredibly important to your business. It’s what attracts customers and retains their attention; it transforms leads into sales and ultimately ensures your success or failure as a business …

Content is incredibly important to your business. It’s what attracts customers and retains their attention; it transforms leads into sales and ultimately ensures your success or failure as a business of influence.

But are you managing your online content effectively? From tweeting and status updates to blogging and article posting, as well as the regular refresh of your static website copy,
• Do you commit to producing the kind of content that engages prospects and customers?
• Are you able to produce enough of it to satisfy the growing demands of your online distribution channels?
• And do you know what return you are making on the investment of time, energy and finance that goes into your content creation and marketing?

This presentation will show you how to make content your ally, in order to innovate your market, capture the imagination of your audience and impact positively on the performance of your brand.

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  • 3ivsion specializes in content marketing, strategy and brand communications. Content stratgey – as described by Kristina Halvorson of brain traffic: is the practice of planning for the creation, delivery, and governance of content online for maximum ROI Kick off by intro to content Content commitment – commitment to caring. Demands of distributing Content investment – ROI
  • From the dawn of time, man has been using text or images to convey messages. But are you managing your online content effectively? From tweeting and status updates to blogging and article posting, as well as the regular refresh of your static website copy,
  • Content is incredibly important to your business. It ’ s what attracts customers and retains their attention; it transforms leads into sales and in todays market it ultimately ensures your success or failure as a business of influence. Content such as blogs, social media, articles, case studies, videos, infographics, etc — are all just vehicles for you messages, where you can share your story & let peple see who you are, what you’re about and how you can help them. But before you can even start thinking about the type of content to create you need to do a number of things.
  • Begin with the end in mind – what are you trying to achieve? What is the outcome at the end of the content marketing process? Connect the purpose of your business, the vision of your business to the content your creating.
  • Get to know your customer, find out how to satisfy their needs. Become an editor – with editorial focus – do your research, listen & learn questions/ concerns they have around your product/ service. Then produce content that provide solutions to those issues. Know your offer, know the audience in your locality or biz sector and connect the dots so it achieves the purpose outlined in your goals in a way that's of most value to your customer.
  • This goes back to first slide – what’s new – how we choose to use it/ distribute it and stories we tell. Building identity & relationships around the content.
  • Every company is a media company now – in order to be visible you need to be regularly producing and sharing quality content. Previously done by broadcasting self-promoting messages of the brand now you need to create content that fosters communication between the brand and the audience, content that inspires dialogue and published materials that solve the problems of the you collective. 63% of blogs are more likely to influence purchasing decisions than magazines. 70% of consumers prefer getting to know a company through articles rather than ads. Content that is too product- or brand-focused is ill-equipped to travel digitally; it’s seldom shared or passed along,
  • - Look at traditional sources of media for inspiration – newspapers/ trade magazines – they are very focused in their approach Content that stands on its own merits as entertainment, storytelling, educational value, or utility will be shared and passed along.
  • http://www.blueglass.com/wordpress/wp-content/uploads/2012/02/content_marketing_explosion_ig.png Notice in person events still features in the top 6 – with the majority of interactions happening online, it’ still vitally improtant to cultivate those relationships offline – they will become your biggest fans online.
  • dedicated content creators & champions within each sector of biz – who will commit to publishing/ distributing & managing the content every day or week! Time scales – think in 6 month windows, digital landscape transforms quickly – be adaptable and keep finger on pulse of activity. Content inventory/ content calendar Create a culture of content – throughout whole biz not just in marketing dept. The content your consumers want will be found from each dept – finance/ operations/ customer services etc etc
  • Whatever you choose to do, you have to measure it. If you don’t, then how do you know that it’s working?  Did your website traffic increase as a result of a specific marketing action? How many new visitors became blog subscribers and regulars to your site? And how many became new customers or made a repeat purchase?
  • SEO is the art and science of ranking high in the search engines (mostly Google) for the words people are using to find what you have to offer.

Transcript

  • 1. Content strategy information that works Presented by: Sarah Russell, 3ivision
  • 2.
    • What’s new is:
    • How we choose to use it,
    • The tools that help us create and distribute it and
    • The stories we decide to tell.
    (Credit: smallbiztrends.com - Content marketing: use your voice) Content, In and Of Itself, is Old as Dirt  
  • 3.  
  • 4. (Credit: Blueglass.com – Content Marketing Explosion)
  • 5. Content commitment
    • Do you commit to producing the kind of content that engages
    • prospects and customers?
    What do they care about?
    • Listen & learn
    • Produce solutions based content
    • Add value to the conversation
  • 6.
    • “ Fundamentally, it ’ s not just about content. It ’ s about
    • identity, relationships and content. ”
    - Amit Singhal, Google Fellow
  • 7. Re-condition your thinking From To Advertising Communication Broadcasting Publishing ‘ We’ Brand culture ‘ You’ Brand culture
  • 8.
    • It’s not about you or your products & services. It’s about
    • them – what do they care about?
    Reframe the Conversation Educational, informative or entertaining content Audience-first approach More customers More revenue + + =
  • 9.
    • 50-60% valuable tips and quickly usable information
    • 10-15% entertainment and/or “personality” content that forms an emotional connection with your reader.
    • 10-15% weighty reference and higher-value content your readers will want to bookmark and return to.
    • 5-15% content that builds relationships with other publishers , including news and links to other content.
    • 5% “selling” content that leads to an affiliate promotion or to a sales sequence for your own product.
    The Content Mix (Credit: Sonia Simone, Co-founder and CMO of Copyblogger Media)
  • 10. (Credit: Blueglass.com – Content Marketing Explosion)
  • 11. Demands of distributing
    • Are you able to produce enough of it to satisfy the growing
    • demands of your online distribution channels?
    How content ready are you?
    • Resources & budget
    • Workflow processes
    • Culture of content
  • 12. Content investment
    • Do you know what return you are making on the
    • investment of time, energy and finance that goes into your
    • content creation and marketing?
    Who governs , measures and improves your content?
      • Reach & influence
      • Frequency & Traffic
      • Conversations & Transactions
      • Sustainability
      • Sentiment
  • 13.
    • “ If people think you’re important, so will Google.
    • And how does Google know people think you’re important anyway?
    • Through people linking to you and sharing the content you’ve produced. ”
    - Brian Clark, Co-founder Copyblogger Media
  • 14. (Credit: Smart Insights – Inbound Marketing)
  • 15.
    • “ The most enduring way to maximize those “sales” is this:
    • Keep your attention focused obsessively on your customer. ”
    - Sonia Simone, Co-founder and CMO of Copyblogger Media
  • 16. Round up
    • Give your content a purpose – Goals
    • Commit to learning & problem solving – Publisher/ editor
    • Meet the demands of distributing – be content ready
    • Measure your investment in content – improve the content cycle
  • 17. Connect with me
    • linkedin.com/in/sarahrussell3ivision
    • twitter.com/SR3ivision
    • gplus.cm/sr3ivision
    Or the old fashioned way! Email: [email_address] Tel: 01752 252443 07580073900