How to create a content marketing strategy - Drive Digital

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Customers are becoming blind to traditional marketing interruptions. Creating relevant, engaging and valuable content, such as videos, whitepapers and blog posts, can help to capture their attention online.

To ensure you are creating the right content, sharing it via the right channels and reaching the right audiences, Ian Miller, Search Director, at Crafted explains how to develop a content strategy for content marketing.

Published in: Technology, Business
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How to create a content marketing strategy - Drive Digital

  1. 1. Content strategy Drive Digital
  2. 2. verb [with obj. ] exercise skill in making (something): he crafted the chair lovingly | (as adj. crafted) : a beautifully crafted object.
  3. 3. Define content
  4. 4. WHITE PAPERS BLOG POSTS INFOGRAPHICS EVERGREEN ARTICLES HELP AND ADVICE GUIDES QUESTIONS AND ANSWER VIDEOS PODCASTS WEBINARS EBOOKS OFFLINE DOWNLOADS FAQS SOCIAL INTERVIEWS THOUGHT LEADERSHIP CURATED POSTS CASE STUDIES IMAGES
  5. 5. Key questions
  6. 6. Utility or creativity? jdhancock   Crafted   PRESENTATION
  7. 7. Who’s your audience? jdhancock  
  8. 8. jdhancock   How will they discover you?
  9. 9. An inconvenient truth
  10. 10. What your business is interested in What your customers are interested in Crafted   PRESENTATION
  11. 11. What your business is interested in What your customers are interested in Crafted   PRESENTATION
  12. 12. So how do we create a content strategy? Crafted   PRESENTATION
  13. 13. Step #1 Who are you talking to? Crafted   PRESENTATION
  14. 14. Crafted   PRESENTATION
  15. 15. Crafted   PRESENTATION
  16. 16. Crafted   PRESENTATION Sleep
  17. 17. Crafted   PRESENTATION Music Sleep
  18. 18. Crafted   PRESENTATION SwimmingMusic Sleep
  19. 19. Crafted   PRESENTATION Swimming SafetyKids Music Sleep Travel SportsMotorbike
  20. 20. Crafted   PRESENTATION Sport Shooting
  21. 21. Crafted   PRESENTATION Sport Shooting Motorsport Equine ScubaSurfing
  22. 22. Crafted   PRESENTATION Sport Shooting Motorsport Equine ScubaSurfing Clay Hunting Target
  23. 23. Crafted   PRESENTATION Swimming SafetyKids Music Sleep Travel SportsMotorbike
  24. 24. Step #2 What do they want to hear? Crafted   PRESENTATION
  25. 25. Don’t make them feel little jdhancock   Crafted   PRESENTATION
  26. 26. They often just want a little help jdhancock   Crafted   PRESENTATION
  27. 27. Crafted   PRESENTATION Consider •  What •  Where •  When •  How •  Why •  Who
  28. 28. Crafted   PRESENTATION Consider •  What is agricultural finance? •  Where can I get financial advice for my farm? •  When will EU subsidies be available? •  How can I apply for agricultural finance? •  Why aren’t chicken farmers eligible? •  Who makes the final decision on my application?
  29. 29. Crafted   PRESENTATION Even the simplest things will fool somebody
  30. 30. To feel part of a community jdhancock   Crafted   PRESENTATION
  31. 31. Don’t be afraid to be happy jdhancock   Crafted   PRESENTATION
  32. 32. How to plan
  33. 33. Crafted   PRESENTATION Content planning
  34. 34. Crafted   PRESENTATION Content planning 1. White papers 2. Testimonials 3. Competitions 4. Data sheet
  35. 35. Crafted   PRESENTATION Content planning 1. White papers 2. Testimonials 3. Competitions 4. Data sheet 1 3 2 4
  36. 36. Content architecture Crafted   PRESENTATION
  37. 37. 1 2 3 Content architecture Crafted   PRESENTATION
  38. 38. Content priority
  39. 39. Crafted   PRESENTATION Content users want Content the company wants Content that exists
  40. 40. Crafted   PRESENTATION Content users want Content the company wants Content that exists Polish this Prioritise this
  41. 41. Focus on the numbers
  42. 42. Words create numbers Theis  Kofoed  Hjorth  
  43. 43. What is the impact on your business? mukumbura   Crafted   PRESENTATION
  44. 44. Crafted   PRESENTATION
  45. 45. Count interactions booleansplit   Crafted   PRESENTATION
  46. 46. Put performance into context
  47. 47. Cost / benefit a  li8le  tune   Crafted   PRESENTATION
  48. 48. Key thoughts
  49. 49. Be original jdhancock   Crafted   PRESENTATION
  50. 50. Crafted   PRESENTATION Can you be incredible? jdhancock  
  51. 51. Crafted   PRESENTATION Make the most of your friends jdhancock  
  52. 52. Crafted   PRESENTATION Don’t forget the housekeeping jdhancock  
  53. 53. Crafted   PRESENTATION Embrace technology jdhancock  
  54. 54. Create something of value
  55. 55. Consider the medium
  56. 56. Boring doesn’t have to be boring
  57. 57. How does it work in practice? Crafted   PRESENTATION
  58. 58. EASILY DIGESTIBLE DIGITAL INSIGHT
  59. 59. jdhancock   Crafted   PRESENTATION
  60. 60. jdhancock   Crafted   PRESENTATION
  61. 61. jdhancock   Crafted   PRESENTATION
  62. 62. jdhancock   Crafted   PRESENTATION
  63. 63. jdhancock   Crafted   PRESENTATION
  64. 64. jdhancock  
  65. 65. jdhancock   Crafted   PRESENTATION
  66. 66. jdhancock   Crafted   PRESENTATION
  67. 67. jdhancock  
  68. 68. jdhancock  
  69. 69. All events can work this way Crafted   PRESENTATION
  70. 70. Crafted   PRESENTATION
  71. 71. jdhancock  
  72. 72. WHITE PAPERS BLOG POSTS INFOGRAPHICS EVERGREEN ARTICLES HELP AND ADVICE GUIDES QUESTIONS AND ANSWER VIDEOS PODCASTS WEBINARS EBOOKS OFFLINE DOWNLOADS FAQS SOCIAL INTERVIEWS THOUGHT LEADERSHIP CURATED POSTS CASE STUDIES IMAGES
  73. 73. Updates •  Digital Bites on 3rd June – Is Google taking over the world? •  Business on a Bike on 19th June •  Sign up to the Crafted Edition newsletter •  Drive Digital is back in September
  74. 74. Ipswich Studio: 32ForeStreet,IpswichIP41JU. Tel. +44(0)1473213222 London Office: ClerkenwellWorkshops,27/31ClerkenwellClose.LondonEC1R0AT. Tel. +44(0)2033933852 Thank you… www.crafted.co.uk | hello@crafted.co.uk | @craftedmedia

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