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Fix Your Broken Content Strategy


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Brands want to make a big content splash, but is that the best strategy? Stop relying on long shots and adopt a more pragmatic approach to content.

Content marketing expert Arik Hanson provides step-by-step instructions for developing a winning content strategy.

Published in: Marketing
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Fix Your Broken Content Strategy

  1. 1. The webinar will start shortly Did you know? Vocus makes it easy to distribute, amplify and measure your content. The Vocus PR Suite is a one stop shop for all your PR needs, including sending targeted press releases, promoting content on social and measuring the results. ACH
  2. 2. The webinar will start shortly Did you know? You can also find e-books and white papers chock full of best practices and current industry trends. Check it all out on our website, under Resources – White Papers! ACH
  3. 3. The webinar will start shortly Presentation slides can be downloaded from the “learn more” tab in the webinar console ACH
  4. 4. The webinar will start shortly ACH #VocusWebinar
  5. 5. Your Content Strategy is Broken. Here’s How to Fix It. Cision November 13, 2014 ACH Cision
  6. 6. Your content strategy is broken. Admit it. ACH TE CONNECTIVITY
  7. 7. More noise than ever before ACH Cision
  8. 8. ACH And, you’re battling this… Cision
  9. 9. Marketers/PRs know it’s a challenge … yet we fail to fully prepare. • “My content marketing is not effective.” • “Producing engaging content is my biggest content marketing challenge.” • “But, I don’t have a documented strategy.” ACH Cision
  10. 10. How did we get here? ACH Cision
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  12. 12. ACH Look familiar? Cision
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  16. 16. What do we do now? ACH Cision
  17. 17. 1: Conduct a comprehensive content audit ACH Cision
  18. 18. Review & Analyze: • Existing content across all social channels • Data sources (Facebook Insights, Google Analytics, etc.) ACH Cision
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  21. 21. Review & Analyze: • Anecdotal feedback from customers/fans • Anecdotal feedback from employees/leadership • 3-4 competitors/brands you admire ACH Cision
  22. 22. Identify: o What content already exists that you’re not already using? o What content does your client/company want? o What content do your actually customers want? o Find a mix that works for your company/client (and lean more toward the customer-focused content) ACH Cision
  23. 23. 2: Identify resources • In-house • Agency • Independent • Robots? ACH Cision
  24. 24. In-House: Pros • Less ramp-up time • Knows your brand better • Quick access to internal SMEs In-House: Cons • Not always best resource • Existing political barriers may provide roadblocks ACH Cision
  25. 25. Agency: Pros • Access to more “human resources” • Get much-needed outside perspective • All-in-one package Agency: Cons • More expensive • Longer dating cycle ACH Cision
  26. 26. Independent: Pros • What you see is what you get • Big fish, small pond Independent: Cons • Just one person means…just one person ACH Cision
  27. 27. Robots? • Wordsmith • 2,000 simple articles per second • Not as “robotic” as you might think • Boon to personalized content (and reports) ACH Cision
  28. 28. 3: Create a content plan of attack ACH Cision
  29. 29. First, ask yourself: What’s our mission? ACH Cision
  30. 30. Long-form content -> Micro-content ACH Cision
  31. 31. “Content Cornerstones” ACH Cision
  32. 32. #1: Stay true to your brand voice, values and mission. ACH Cision
  33. 33. #2: Create content your customers will find USEFUL (or entertaining). ACH Cision
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  35. 35. #3: Amplify your customers’ best content. ACH Cision
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  37. 37. #4: Focus on content that builds pride. ACH Cision
  38. 38. #5: Inspire your customers through powerful images (and video) ACH Cision
  39. 39. #6: Tell rich, meaningful stories about the people who make up your company. ACH Cision
  40. 40. #7: Be a resource (and build brand affinity and trust) ACH Cision
  41. 41. #8: Focus SIGNFICANT effort on headlines ACH Cision
  42. 42. Identify your “sources” • Organizational “connectors” • Customers • Vendors/Partners • Front-line employees • Customer service • Executives ACH Cision
  43. 43. Then, think about what about content YOU can create? • Round-up posts • Q&A from the sales team • How-to’s • Interviews (trade shows, events, etc.) • Book reviews • Lists (with stats to back them up) • Case studies • Summarizing comments ACH Cision
  44. 44. You know who’s really good at this? ACH Cision
  45. 45. 4: How are you going to distribute the content? ACH Cision
  46. 46. DISTRIBUTE • Social • Email • Repurpose (LinkedIn publishing, Medium) ACH Cision
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  50. 50. Keep this in mind… ACH Cision
  51. 51. You know who’s really good at this? ACH Cision
  52. 52. 5: Do you plan to amplify your content? ACH Cision
  53. 53. AMPLIFY • Social advertising • Sponsored content • Syndication ACH Cision
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  57. 57. You know who’s really good at this? ACH Cision
  58. 58. 6: And finally, how do you measure? ACH Cision
  59. 59. MEASURE • Google Analytics • Social signals • “Engaged time”/”Attention time” • Visitor loyalty • Don’t forget: Email metrics ACH Cision
  60. 60. @arikhanson ACH Cision
  61. 61. Question and Answer ACH Please enter your questions for the speaker in the Q&A box of your audience console. Alternatively you may tweet your questions using #VocusWebinar.
  62. 62. The Vocus Family About Vocus, A Cision Company Cision is a leading provider of public relations software that enables professionals to plan, execute and measure influencer-oriented campaigns in one integrated platform. Communication professionals use Cision to access the world’s largest pitchable media and blogger database, distribute press releases, manage influencer outreach, measure social media activities, and analyze the effectiveness of campaigns. Cision, which recently combined with Vocus, also represents the Gorkana Group, Visible Technologies, PRWeb, Help a Reporter Out (HARO) and iContact brands. Headquartered in Chicago, Cision has over 100,000 customers and maintains offices in Canada, England, France, Germany, Portugal, Sweden, Finland and China. For more information, visit or follow @Cision on Twitter. PR Suite Online News Releases Publicity Email Marketing @Vocus @PRWeb @Helpareporter @iContact ACH