Module 2 content strategy introduction


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Day 2 of the Integrated Marketing Communications program at the University of Wisconsin Madison Executive Education program on Social Media and Content Marketing

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  • Custom PublishingBranded PublishingPrivate MediaCorporate JournalismBranded MediaBranded ContentCorporatization of Information
  • [twitter] Explaining Owned, Earned and Paid Media [/twitter]
  • Module 2 content strategy introduction

    1. 1. Crafting Your Content Strategy #IMC2012Paul J Gibler MBA
    2. 2. EC = MC Every Company is a Media CompanySource: Tom Foremski, Silicon ValleyWatch @tomforemski 2
    3. 3. What is Content Marketing? “Content marketing is the creation and distribution of educational and/or compelling content in multiple formats to attract and/or retain customers.”Source: Marketing Profs & Junta Joe “B2B Content Marketing: 2010 Benchmarks, Budgets and Trends” 3
    4. 4. Content Strategy“Content strategy plans for the creation, publication, and governance of useful, usable content.”Kristina Halvorson, Content Strategy for the Web,2010 @halvorson 4
    5. 5. Why Content Marketing?• Interruption doesn’t work• Consumer behavior has changed• Everyone is the media and a publisher• Growth of Generation CSource: Adapted from “Content Rules”, Ann Handley, Marketing Profs and CC Chapman@thecontentrules, @marketingprofs, @cc_chapman 5
    6. 6. 5 W’s of Content1. Who is the audience and who are you?2. What do you want to achieve?3. When and how do you want it to happen?4. Where are you going to publish?5. Why are you creating content? 6
    7. 7. Content HubPartially SponsoredOwned OwnedEarned Paid 7
    8. 8. Content Management StrategyWho – will create and maintain content?What – topics will we cover, formats are we providing?Where – will we get content, distribute content?When – will we publish content or update content?Why – does user want content, does it provide value?How – are we going to deliver content? Or say it?Source: Modified from Karen McCrane, Content Strategy. Content is King 8
    9. 9. 9
    10. 10. Types of Content Educational Entertaining Expertise (Informative) EvidenceSource: Modified from Ardath Albee @ardath421 10
    11. 11. Good content is… Appropriate Supported Useful User-Concise centered Source: Erin Kissane, “The Elements of Content Strategy”, A Consistent Clear Book Apart, 3/11 @kissane 11
    12. 12. Good content is…aligned with visitor’s journey in context, time and formaligned with business goals & sustainable over time“…an information annuity.”Jay Baer @jaybaer 12
    13. 13. Good Content, Let’s Me… SkipTalk Back ShareTalk With Save Trash Savor 13
    14. 14. Good Content• Believable• Concise• Human• Original• Passionate• Relevant• Surprising• True 14
    15. 15. 10 Content Tips1. Content Mapping – identify content types for customers at different phases of buying cycle2. Content Audit – audit content for gaps, usability and refinements3. Competitive & Market Review – monitor and benchmark market leaders and competitors4. Editorial Scheduling – create editorial plan for content that you should have 15
    16. 16. 10 Content Tips5. Content Creation Resource Identification – identify internal and external content sources6. Process Development – develop content creation, curation, optimization, approval, promotion and re-purposing process7. Measurement – Develop goals and identify methodology for extracting and reporting results 16
    17. 17. 10 Content Tips8. Creator Feedback – implement feedback mechanisms for content creators to reinforce successful content types/styles9. Editorial Refinement – refine editorial strategy and allow for on-demand and wildcard content creation/marketing opportunities10.Testing – make an effort to test, refine and repeat. Scale what works. Kill what does not. 17
    18. 18. Squeeze yourContentRe-purposeAtomize 18
    19. 19. Publishing Process Editorial [Develop] Evaluation Production[Evaluation] [Manage] Distribution Circulation [Promote] [Deploy] 19
    20. 20. Content Marketing ReorganizeOptimization Re-imagine Re-write Source: Modified from “Creating Content that Sells: Content Marketing for Re-purpose Retire Demand Generation”, Marketo 20
    21. 21. 6 Rules of Content Marketing1. Non promotional2. Relevant to Reader/Viewer/Listener3. Closes a Gap4. Well Written/Produced/Delivered5. Relevant to your Company6. Gives ProofSource: Modified from “Creating Content that Sells: Content Marketing for Demand Generation”, Marketo 21