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How to define engaging content

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3 visual tools for your next content marketing plan

3 visual tools for your next content marketing plan

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  • 1. How to define
    engaging content
    3 visual tools for your next content marketing plan
    Sim D’Hertefelt
    Freelance Information Architect
    +32 496 25 83 29
    sim@kwintessens.be
    www.kwintessens.be
    be.linkedin.com/in/dhertefelt
  • 2. …a commitment to consistent, relevant copy that doesn’t ask me to buy something
    …content for the purpose of engagingcurrent and potential consumer bases
    …the art of communicatingwith your customers and prospects without selling
    …a conversation with an identified audience
    …all marketing formats that involve the creation or sharing of content 
    WHAT IS CONTENT MARKETING?
    RESIST THE HYPE
    "First Things First – Content Strategy Before Social Strategy" - Patricia Redsicker
    "If You’re Not Content Marketing, You’re Not Marketing.“
    - Joe Pulizzi
    “Interruption marketing is out. Content marketing is next.”
  • 3. Increase relevancy of cross-links
    Be recognized as the thought leader in our domain
    Provide a richer web experience with video
    Reach IT professionals
    Improve search results
    Communicate about green topics
    HOW DOES YOUR ORGANIZATION TALK ABOUT CONTENT?
    Navigation based on user needs
    Reduce phone support costs by offering online help
    Add user reviews & ratings
    Position our brand as the smart alternative
    Offer a personal(-ized) experience on our website
    Be the most customer-centric brand in our market
    Download product specs as pdf
    Add FAQ
  • 4. HOW?
    WHAT?
    WHY?
    FROM
    TO
    outside-in
    inside-out
  • 5. Define engaging content in 3 steps
    http://upload.wikimedia.org/wikipedia/commons/0/05/Triple_Jump%2CIdowu_Phillips%2C_Bejing_08.jpg
    Strategy
    Scope
    Structure
    WHY?
    WHAT?
    >
    HOW?
    >
    Be recognized as the thought leader in our domain
    White papers
    White paper overview
    White paper detail & download
    Cross-linking to relevant products
    Analyst videos
    Featured video on home page
    Video detail page
    YouTube channel
  • 6. 4 facets of a good content marketing goal
    Be recognized as the thought leader in our domain
    Content strategy is about defining your content marketing goal(s)
    Be recognized by IT-pros as the thought leader in the gis market by offering them personalized tech insights that help them forecast tech trends
  • 7. … and about the content engagement process that leads to the goal
    Be recognized by IT-pros as the thought leader in the gis market by offering them personalized tech insights that help them forecast tech trends
  • 8. Content scope is about defining what content motivates users to engage with you
    Scope
    Strategy
    Structure
    WHAT?
    WHY?
    >
    HOW?
    >
    White papers
    Be recognized as the thought leader in our domain
    White paper overview
    White paper detail & download
    Cross-linking to relevant products
    Analyst videos
    Featured video on home page
    Video detail page
    YouTube channel
  • 9. 6 facets of properly defined content
    Goal
    Interaction
    1
    6
    White papers
    5
    Topic
    Source
    2
    3
    4
    Genre
    Format
  • 10. 1 Goal
    6 Interaction
    Exercize
    2 Topic
    5 Source
    3 Genre
    4 Format
  • 11. Structure is about defining how users will navigate and use your content
    Structure
    Strategy
    Scope
    HOW?
    WHY?
    WHAT?
    >
    >
    White paper overview
    Be recognized as the thought leader in our domain
    White papers
    White paper detail & download
    Relevant cross-linking
    Analyst videos
    Featured video on home page
    Video detail page
    YouTube channel
  • 12. Structure content for customer engagement
    NOT LIKE THIS
    LIKE THIS
    Testimonials
    White papers
    Weekly digest
    Product information
    Webinars
    Checkout
    Industry news
    Personalized offers
    Personal dashboard
    Analyst videos
    Customer support
  • 13. 3 visual tools for your next content marketing plan
    http://upload.wikimedia.org/wikipedia/commons/0/05/Triple_Jump%2CIdowu_Phillips%2C_Bejing_08.jpg
    Strategy
    Scope
    Structure
  • 14. Looking forward to talk aboutyour content marketing plan
    Sim D’Hertefelt
    Freelance Information Architect
    +32 496 25 83 29
    sim@kwintessens.be
    www.kwintessens.be
    be.linkedin.com/in/dhertefelt