How to define<br />engaging content <br />3 visual tools for your next content marketing plan<br />Sim D’Hertefelt <br />F...
…a commitment to consistent, relevant copy that doesn’t ask me to buy something<br />…content for the purpose of engagingc...
Increase relevancy of cross-links<br />Be recognized as the thought leader in our domain<br />Provide a richer web experie...
HOW?<br />WHAT?<br />WHY?<br />FROM<br />TO<br />outside-in<br />inside-out<br />
Define engaging content in 3 steps<br />http://upload.wikimedia.org/wikipedia/commons/0/05/Triple_Jump%2CIdowu_Phillips%2C...
4 facets of a good content marketing goal<br />Be recognized as the thought leader in our domain<br />Content strategy is ...
… and about the content engagement process that leads to the goal<br />Be recognized by IT-pros as the thought leader in t...
Content scope is about defining what content motivates users to engage with you<br />Scope<br />Strategy<br />Structure<br...
6 facets of properly defined content<br />Goal<br />Interaction<br />1<br />6<br />White papers<br />5<br />Topic<br />Sou...
1 Goal<br />6 Interaction<br />Exercize<br />2 Topic<br />5 Source<br />3 Genre<br />4 Format<br />
Structure is about defining how users will navigate and use your content<br />Structure<br />Strategy<br />Scope<br />HOW?...
Structure content for customer engagement<br />NOT LIKE THIS<br />LIKE THIS<br />Testimonials<br />White papers<br />Weekl...
3 visual tools for your next content marketing plan<br />http://upload.wikimedia.org/wikipedia/commons/0/05/Triple_Jump%2C...
Looking forward to talk aboutyour content marketing plan<br />Sim D’Hertefelt <br />Freelance Information Architect<br />+...
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How to define engaging content

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3 visual tools for your next content marketing plan

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How to define engaging content

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

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