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Content Strategy
 

Content Strategy

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    Content Strategy Content Strategy Presentation Transcript

    • content strategy
      Content Strategy
    • 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
    • why is it
      IMPORTANT?
      13.4 millions
    • YOURMESSAGE
    • Users
      • Up to date & accurate information for users (less drop out)
      13.4 millions
      USER
      EXPERIENCE
    • THOUGHT LEADERSHIP
    • ORGANISATION
      59.5%find allocating the time to manage content a big content challenge*
      *PR Newswire Marketing Content Survey February 2011
    • Why are we thinking about it?
      13.4 millions
    • What does it involve?
      13.4 millions
      CONTENT STRATEGY
    • 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
    • A Case Study: Dive Rite
    • A Case Study: Dive Rite
      CONTENT STRATEGY
      RESULTS
      • Helpful and informative content “written” by industry expert with a personal tone of voice
      • User-generated content (e.g., photo contest, Solution Finder questions)
      • Dive Rite TV (Gear How-to’s, Training and Tips, Adventure)
      • 65% uplift in traffic from SEO
      • Referred users are 3 xmore likely to convert
      • 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/
    • A Case Study: an eBay use case
      CONTENT STRATEGY
      • Define editorial roles & process for 11 teams in 5 countries
      • Standardise editorial guidelines & quality standards for content
      • 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
    • How can we help?
    • 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