Content Strategy Step by Step


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A presentation on content strategy presented to University of South Florida digital marketing class.

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Content Strategy Step by Step

  1. 1. Content Content Strategy, Syndication, Blogging Marketing
  2. 2. What is Content? Content is the words, pictures, videos, songs, tools, games, etc. that are encountered as part of the user experience on a website.
  3. 3. The Difference between Content Marketing and Native Advertising Native advertising is when an advertiser attempts to gain attention by providing content in the context of the user experience. Content marketing is when a publisher uses awareness, engagement and traffic driving strategies to lift interaction with content. Native advertising is a powerful subset of content marketing.
  4. 4. Integrated Content in Ads Content widget ties contextually relevant content to media Shoppable video seamlessly blends content and commerce.
  5. 5. Content Strategy …in 140 characters or less
  6. 6. Content Strategy Step-by-Step
  7. 7. Step 1: Listen. // Listen to clients. Take copious notes. // What is the brand’s mission? // What is the brand’s history? // What are their objectives for this campaign?
  8. 8. Step 2: Research // Content audit Purina’s website is a rich content destination.
  9. 9. Content Audit What do they have // What do they need // Who are their customers Why do they engage with the brand // How do they engage with the brand
  10. 10. Step 2: Research // Competitive analysis Petco Whole Pets features an attractive tile design and lifecycle content that is easy to share.
  11. 11. Competitive Analysis Who is doing it well // What are they missing
  12. 12. Step 3: Plan Answer these questions: // Goals of content? // Audience expectations // How will audience interact with content? (Mobile, tablet, desktop, all of the above) // Static experience or refreshed content hub? // What are the traffic drivers? // What KPIs will measure success? The Purina Pet Park on is a great example of branded content on a retailer e-commerce site.
  13. 13. Step 4: Pitch
  14. 14. Step 5: Execute Working with Designers Words & pictures go together like peas & carrots. Be the peacemaker. Assigning Work to Copywriters Copywriters are strategists in-the-making. Communication before copywriting is key. The buck stops with you. Check their work. Integrating content Make sure brand & original content have same voice, look & feel Reviewing Work Check your strategy. Put on your copyeditor hat. This Pampers email puts content forward and commerce second. The result is a positive emotional connection before purchase.
  15. 15. Step 6: Analyze You may need to judge your own efforts. Here are a few tips for that. // KPI = Key Performance Indicator Determine what you can measure // Page views // Time spent on page // Clicks // Conversions // Social engagement (Likes, Shares, RTs) An agency should have dedicated resources for analytics & metrics // Masters of “what works” for your client’s sites // Experts in Google Analytics // Help determine traffic trends and offer tactics to reverse negative traffic This is a sample KPI tracker for a client. Their social media campaign includes unique content, shared content, and promotions.
  16. 16. Step 7: Celebrate Success & Adjust Failure Tampa Bay Partnership’s new website involved a content strategy including a calendar, content creation and curation; key player alignment both internal and external; UX insights, and best- in-class design.
  17. 17. Content Syndication // Content syndication is a great way to gain audience and monetize content. // Generates incremental revenue // Drives traffic to site // Enables re-circulation
  18. 18. Content Syndication Original content from brand site shared via syndication widget on major publisher sites. When syndicated article is clicked… 1. Syndication publisher site makes incremental revenue 2. Syndicated publisher sites receives traffic
  19. 19. Blogging Tips on blogging // Guest blogging is a great way to extend voice and increase authority // Blogs work best when updated regularly // Create an editorial calendar to ensure fresh content // Micro-blogs are great for live and/or current events // Don’t forget picture blogs & video blogs
  20. 20. The Power of Blogging River Pools // Needed to grow online presence // Provided contextually relevant content – not advertorials! // Increased organic traffic 120% in first 3 months // Reduced PPC spending by 50% // Expanded blog readership to over 6400 visitors and 260 subscribers // Owner Marcus Sheridan now runs a marketing company, The Sales Lion
  21. 21. In-Class Exercise Problem // Costa Rica non-profit Territorio de Zaguates // Shelter for stray dogs // 94% mixed breeds // Consumers have negative view of mixed breeds, aka “mutts” Your Task // How to use content to change the consumer’s mind One Country's Plan To Save Unwanted Dogs Is Pure Genius.
  22. 22. Tips from Me to You Websites you should follow… // Copyblogger // Content Marketing Institute // The Daily Egg 5 things I do every day to be a better content marketer… #1 Consume a lot of media. #2 Read product packaging. #3 Engage in a lot of hobbies. #4 Listen to someone else’s story. #5 Daydream as often as possible.
  23. 23. Examples Websites featured in this presentation: // Purina // PetCo Whole Pets // Purina Pet Park on Walmart // Tampa Bay Partnership // River Pools & Spa // Upworthy
  24. 24. Thank you! Questions?
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