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content strategy <br />Content Strategy<br />
What is content strategy?<br />“the practice of planning for the creation, deliveryand governance of useful and usable con...
why is it <br />IMPORTANT?<br />13.4 millions<br />
YOURMESSAGE<br />
Users<br /><ul><li>Up to date & accurate information for users (less drop out)</li></ul>13.4 millions<br />USER<br />EXPER...
THOUGHT LEADERSHIP<br />
ORGANISATION<br />59.5%find allocating the time to manage content a big content challenge*<br />*PR Newswire Marketing Con...
Why are we thinking about it?<br />13.4 millions<br />
What does it involve?<br />13.4 millions<br />CONTENT STRATEGY<br />
ebooks&WHITE PAPERS<br />social media content <br />ebooks WHITE PAPERS<br />digital magazines<br />videos<br />BLOGGING<b...
A Case Study: Dive Rite<br />
A Case Study: Dive Rite<br />CONTENT STRATEGY<br />RESULTS<br /><ul><li>Helpful and informative content “written” by indus...
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
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Content Strategy

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Transcript of "Content Strategy"

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