Content Strategy

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Business Technology

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

Users ,[object Object],13.4 millions USER EXPERIENCE

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 CONTENT STRATEGY RESULTS ,[object Object]

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Clare McDermott, Chief Research Officer, Mantis Research, and Tricia Travaline, Chief Marketing Officer, Skyword, will walk you through the most interesting findings of this year-long survey of 1,000 global content marketers. Learn: Benchmarks for the practice of content marketing today The defining characteristics of the most successful content marketers Areas of focus for advancing your content marketing organization's performance

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This seminar was presented at the 2015 International Builders Show (IBS) by Meredith Oliver of Creating WOW and Kristi Allen of McArthur Homes. Seminar Description: Content marketing is a long term strategy that includes developing original, relevant content for your website visitors. With constant updates to Google's search algorithms, the best way to drive traffic and improve search rankings is with content marketing. This session will teach you how to develop and execute a content marketing strategy on your website and social media sites, and how to leverage content you already have and create new content. You'll also gain insight into what content creation should be outsourced and what should be created internally.

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As healthcare organizations develop or expand joint ventures with medical groups and independent physicians, representing that collaboration on the Web requires thoughtful strategy. It’s a challenge, but when you’re successful, the result is a Web presence that connects with your visitors and provides a deep understanding of the breadth and value of your services. Learn how Cone Health Medical Group in Greensboro, North Carolina worked with Geonetric to effectively communicate its system brand online while considering individual physician practice identity. Through this in-depth case-study presentation, you’ll learn the secrets behind our multifaceted strategic process that led to a cohesive and intuitive Web presence for this medical group.

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Everything a learning organization does has workflows —including content strategy. To achieve those strategic goals, realizing content strategy requires two workflows to   (a) establish a baseline on what content you have, and   (b) how to improve its use to humans, based on a LEAN approach to learning as a way of doing hypothesis-based design and continuous improvement of the content and the delivery mechanisms for it.

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In this "fireside chat" webinar, Kapost CEO Toby Murdock and SiriusDecisions Research Director in the Content Strategy and Operations service at SiriusDecisions Christine Polewarczyk team up to talk everything content operations – from marketing's greatest challenges to the actual execution of a successful strategy. They discuss: - What delivering the right content to the right person at the right time actually means and why you should care - What a successful content operation looks like in action - Common blockers and gaps that prevent organizations from building a successful content operation - Key strategies for building a content operation within your own organization YOUR HOSTS Christine Polewarczyk is a Research Director in the Content Strategy and Operations service at SiriusDecisions. She uses her nearly 20 years of experience in B2B marketing roles across a range of in-house, agency and consulting roles to help SiriusDecisions clients transform their B2B content ecosystems from into high-performing engines. Her areas of expertise include digital marketing, content strategy, content marketing, localization, SEO, lead generation, and content technology. Toby Murdock is the co-founder and CEO of Kapost, managing the strategy and messaging of Kapost. Toby co-founded Kapost in late 2009, after co-founding and successfully selling Qloud, a social music service that allowed 25M users to share their musical identity and discover music from friends. Toby has also worked at Ruckus and AOL. Toby lives in Boulder, CO with his wife and three daughters.

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Content Strategy

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

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.

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 downturnFrom the CONTENT MARKETING INSTITUTE http://www.contentmarketinginstitute.com/2011/04/diving-into-content-marketing/

18.

19. Standardise editorial guidelines & quality standards for content

20. Defined ongoing management process for content to ensure consistency across brandFrom 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

Content Strategy

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