Content Strategy
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  • 1. content strategy
    Content Strategy
  • 2. What is content strategy?
    “the practice of planning for the creation, deliveryand governance of useful and usable content.”
    -Kristina Halvorson, Brain Traffic
    13.4 millions
  • 3. why is it
    IMPORTANT?
    13.4 millions
  • 4. YOURMESSAGE
  • 5. Users
    • Up to date & accurate information for users (less drop out)
    13.4 millions
    USER
    EXPERIENCE
  • 6. THOUGHT LEADERSHIP
  • 7. ORGANISATION
    59.5%find allocating the time to manage content a big content challenge*
    *PR Newswire Marketing Content Survey February 2011
  • 8. Why are we thinking about it?
    13.4 millions
  • 9. What does it involve?
    13.4 millions
    CONTENT STRATEGY
  • 10. ebooks&WHITE PAPERS
    social media content
    ebooks WHITE PAPERS
    digital magazines
    videos
    BLOGGING
    User Generated Content
    website copy
    offsite CONTENT
    *offline content
    Press Releases
    CASE STUDIES
  • 11. A Case Study: Dive Rite
  • 12. A Case Study: Dive Rite
    CONTENT STRATEGY
    RESULTS
    • Helpful and informative content “written” by industry expert with a personal tone of voice
    • 13. User-generated content (e.g., photo contest, Solution Finder questions)
    • 14. Dive Rite TV (Gear How-to’s, Training and Tips, Adventure)
    • 15. 65% uplift in traffic from SEO
    • 16. Referred users are 3 xmore likely to convert
    • 17. Strong leadership positioning amongst the competition allowed Dive Rite to weather economic downturn
    From the CONTENT MARKETING INSTITUTE
    http://www.contentmarketinginstitute.com/2011/04/diving-into-content-marketing/
  • 18. A Case Study: an eBay use case
    CONTENT STRATEGY
    • Define editorial roles & process for 11 teams in 5 countries
    • 19. Standardise editorial guidelines & quality standards for content
    • 20. Defined ongoing management process for content to ensure consistency across brand
    From chaos… to content strategy
    From Confab content strategy conference, May 2011: An eBay use casehttp://www.slideshare.net/nikkitiedtke/ebay-use-case-implementing-a-content-strategy-within-virtual-diverse-teams
  • 21. How can we help?
  • 22. Questions? Get in touch!
    Dan Richardson | Business Development Director
    p 61 2 8248 5007  f 61 2 8580 5052  m 61 432 274 411emaildan@switchedonmedia.com.au 
    Wai Chim | Head of Content
    p 61 2 8248 5061  f 61 2 8580 5052  emailwai@switchedonmedia.com.au 
    Level 12, 60 Miller Street North Sydney, NSW 2060
    Australia
    webswitchedonmedia.com.au