Insert
photograph
here
Adam Japko, President
DigitalSherpa
Insert
photograph here
Steve Lazuka, President
Interact Media
T...
Type question here
Type your comments
and questions here
throughout
Questions & Conversations
#GreatestCS
“GREATEST EVER???”“GREATEST EVER???”
<webinar subtext>
<Slide Title>
Content
Architecture? Planning, Designing, and
Constructing the Perfect
Piece of Content
What will you learn?
How to plan a simple yet effective
content strategy that will get results
How to streamline your cont...
What is Content Marketing?
Content marketing is an umbrella term encompassing all marketing formats
that involve the creat...
Big Wins in Content Marketing History
Wanamaker’s NY/Philly Fashion Shows - 1st
in US
#GreatestCS
Big Wins in Content Marketing History
Free Jello Recipe Book creates over $1M in product sales
Big Wins in Content Marketing History
Grateful Dead invites fans to tape live shows & distribute freely
Big Wins in Content Marketing History
Foodnetwork.com offers free online recipes
Big Wins in Content Marketing History
Internet, search, and lead conversion
#GreatestCS
Limitations of
Great, But
Traditional,
Content
Marketing
⏎
⏎
Limitations of
Great, but
Traditional,
Content
Marketing
#Gre...
Digitally Sophisticated Content Marketing
Long Tail Search, SEO & Content Marketing
#GreatestCS
Long Tail’s Positive Impact
on Web Conversion
#GreatestCS
DigitalSherpa Tests Traffic Focus
& Reverts to Long Tail
#GreatestCS
ROI of Content Marketing:
Consumption Hints at Lead Value
Demands Lots of Content!Demands Lots of Content!Demands Lots of Content!
#GreatestCS
Blog Posts Video Whitepaper
eBooks Po...
Creating the Right Content
• No Worries...just start.
• Begin with a blog
• What information do your usual prospects need ...
Manageable Content Creation
Create editorial calendar- start with 6 blog posts/month
Assign to your business’ team
Test ou...
Take An Easy 1st
Step
at Blog Conversion
Moving Along - Capture & Measure
Know Which Sources Convert Best
What is a “Content Strategy”
Who does what?
What’s being done?
Why do it?
When’s it being done – how often?
Where to publi...
Do I Really Need a Content Strategy?
and No.
7 Steps to Creating
the Perfect Content Strategy
Step 1: Set Your Primary Goals
Step 1: Set Your Primary Goals
Some examples:
Establish ourselves as experts and authorities in our field
Rank at the top ...
Step 2: Define Your Target Audience
Step 2: Define Your Target Audiences
What’s a target audience?
A group of people you’d like to deliver your messages to.
W...
Questions to answer when
describing your target audience
Who are they?
What are they interested in?
What’s their typical a...
Step 3: Identify Your Content Team
Step 3: Identify Your Content Team
(Who Does What?)
Your three options:
#GreatestCS
To choose best option for you, consider:
How much time do you have to devote to content development?
What’s your budget?
C...
Step 4: Choose Tools/Technology
Step 4: Choose Tools/Technology
If you choose to manage your own content
production, choosing the right platform will be
k...
Step 4: Choose Tools/Technology
Other Content Development Tools:
CMS (Wordpress, Hubspot, etc)
Keyword Research Tool
Word ...
Step 5: Choose Content Types & Schedule
Step 5: Choose Content Types & Schedule
Most common types:
Blog posts
Whitepapers
eBooks
Social Media Posts
Email Newslett...
Step 5: Choose Content Types & Schedule
Blogging: a great way to get started
Simpler
Great way to create content on a regu...
Step 6: Develop a Basic SEO Strategy
Step 6: Develop a Basic SEO Strategy
How important is SEO to you?
(might be content type-specific)
No need to stress.. jus...
Step 7: Develop a Basic Promotion Plan
Step 7: Develop a Basic Promotion Plan
Common Methods:
Publish to your website (blog, articles, etc)
Social Media posts
Pr...
The Production Process
Step 1: Come up with Topics to Write About
Develop a Master List of all the topics
you’d like to write about at some point...
Step 2: Create Interesting, Engaging Titles
Titles have become even more critical to success
Creating great titles is an a...
Step 3: Assign Titles to Writers
Assign internally, or to a freelancer
If piece requires very deep knowledge of your speci...
Managing Writers
Whether you use freelancers, or hire full time,
writers will require a time investment
Keep a handful of ...
Step 4: Review Content
(Editing & Proofreading)
Great content is usually a process of collaboration and revision
Editing i...
Step 4: Publish Your Content
Publish Destination will depend on the content type
Publish Destinations:
Your own website (b...
Marketing Your Content
Owned vs. Paid vs. Earned Media
If social media is earned
media how does it really fit
into content marketing?If social media is earned media,
how does it...
Start with Search Engine Optimization
Find Your Market’s Active Networks
Hang Out and Develop Cred
Next...it's time to get social
#GreatestCS
Leveraging Community Networks
Link Leverage
Example: Apartment Community
Moves Center Stage
Remarket Content and Learn
3 Key Takeaways
No matter your industry, audience, or budget,
remarkable content is always possible.
•However you choose t...
Thank you for attending!
#GreatestCS
Slides and recording will be
emailed out shortly!
Congratulations to Katherine Boller...
Questions?
Type your comments
and questions here
Tweet your questions using
#GreatestCS
Content Architecture: Planning, Designing, and Constructing the Perfect Piece of Content
Content Architecture: Planning, Designing, and Constructing the Perfect Piece of Content
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Content Architecture: Planning, Designing, and Constructing the Perfect Piece of Content

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Webinar slide deck from our webinar with Adam Japko of DigitalSherpa and Steve Lazuka of Interact Media.

Published in: Technology, Business

Content Architecture: Planning, Designing, and Constructing the Perfect Piece of Content

  1. 1. Insert photograph here Adam Japko, President DigitalSherpa Insert photograph here Steve Lazuka, President Interact Media Today’s Presenters
  2. 2. Type question here Type your comments and questions here throughout Questions & Conversations #GreatestCS
  3. 3. “GREATEST EVER???”“GREATEST EVER???”
  4. 4. <webinar subtext> <Slide Title> Content Architecture? Planning, Designing, and Constructing the Perfect Piece of Content
  5. 5. What will you learn? How to plan a simple yet effective content strategy that will get results How to streamline your content creation process to save both time and money How to create effective, compelling content on a regular basis How to promote your content to get the biggest impact & return possible
  6. 6. What is Content Marketing? Content marketing is an umbrella term encompassing all marketing formats that involve the creation and sharing of content in order to attract, acquire, and engage clearly defined and understood current and potential customer bases with the objective of driving profitable customer action. Content marketing subscribes to the notion that delivering high-quality, relevant, and valuable information to prospects and customers drives profitable customer action. Cartoon: Social Fresh
  7. 7. Big Wins in Content Marketing History Wanamaker’s NY/Philly Fashion Shows - 1st in US #GreatestCS
  8. 8. Big Wins in Content Marketing History Free Jello Recipe Book creates over $1M in product sales
  9. 9. Big Wins in Content Marketing History Grateful Dead invites fans to tape live shows & distribute freely
  10. 10. Big Wins in Content Marketing History Foodnetwork.com offers free online recipes
  11. 11. Big Wins in Content Marketing History Internet, search, and lead conversion #GreatestCS
  12. 12. Limitations of Great, But Traditional, Content Marketing ⏎ ⏎ Limitations of Great, but Traditional, Content Marketing #GreatestCS
  13. 13. Digitally Sophisticated Content Marketing
  14. 14. Long Tail Search, SEO & Content Marketing #GreatestCS
  15. 15. Long Tail’s Positive Impact on Web Conversion #GreatestCS
  16. 16. DigitalSherpa Tests Traffic Focus & Reverts to Long Tail #GreatestCS
  17. 17. ROI of Content Marketing: Consumption Hints at Lead Value
  18. 18. Demands Lots of Content!Demands Lots of Content!Demands Lots of Content! #GreatestCS Blog Posts Video Whitepaper eBooks Podcasts Webinars Social Media Landing Pages
  19. 19. Creating the Right Content • No Worries...just start. • Begin with a blog • What information do your usual prospects need answered when you first meet them? • Address information needs of prospects/don’t worry about stuffing full of keywords • Titles, leads, 400 words, tags, Yoast Wordpress SEO #GreatestCS
  20. 20. Manageable Content Creation Create editorial calendar- start with 6 blog posts/month Assign to your business’ team Test outsourcing content creation – Zerys as example Think about curation: - summarize and connect Web sources with links: leads to sharing and network building Keep it regular and fresh- mainly for SEO & secondarily for followers One Video, Whitepaper, Content giveaway, Webinar
  21. 21. Take An Easy 1st Step at Blog Conversion
  22. 22. Moving Along - Capture & Measure
  23. 23. Know Which Sources Convert Best
  24. 24. What is a “Content Strategy” Who does what? What’s being done? Why do it? When’s it being done – how often? Where to publish, distribute, and promote?
  25. 25. Do I Really Need a Content Strategy?
  26. 26. and No.
  27. 27. 7 Steps to Creating the Perfect Content Strategy
  28. 28. Step 1: Set Your Primary Goals
  29. 29. Step 1: Set Your Primary Goals Some examples: Establish ourselves as experts and authorities in our field Rank at the top of the search engines for as many related keywords/phrases as possible Attract readers to our site with helpful information, and then convert them to leads and sales Build an email database for future lead nurturing campaigns Increase social sharing of our content to build awareness #GreatestCS
  30. 30. Step 2: Define Your Target Audience
  31. 31. Step 2: Define Your Target Audiences What’s a target audience? A group of people you’d like to deliver your messages to. Why Bother? So you can later explain to writers who they’re talking to when writing your content. #GreatestCS
  32. 32. Questions to answer when describing your target audience Who are they? What are they interested in? What’s their typical age, gender, education, marital status, income, location and any other relevant data?
  33. 33. Step 3: Identify Your Content Team
  34. 34. Step 3: Identify Your Content Team (Who Does What?) Your three options: #GreatestCS
  35. 35. To choose best option for you, consider: How much time do you have to devote to content development? What’s your budget? Common Content Roles: Chief Content Officer (CCO) Project Manager Topics/Title Developer Writer Editor #GreatestCS Whichever route you go, be prepared to invest some amount of time into content production (if it were easy, everyone would be doing it!)
  36. 36. Step 4: Choose Tools/Technology
  37. 37. Step 4: Choose Tools/Technology If you choose to manage your own content production, choosing the right platform will be key to your success However, creating good content will still require time and talent #GreatestCS
  38. 38. Step 4: Choose Tools/Technology Other Content Development Tools: CMS (Wordpress, Hubspot, etc) Keyword Research Tool Word Processor Spreadsheets Editorial Calendar Social Media tools #GreatestCS
  39. 39. Step 5: Choose Content Types & Schedule
  40. 40. Step 5: Choose Content Types & Schedule Most common types: Blog posts Whitepapers eBooks Social Media Posts Email Newsletters Press Releases Product Descriptions You don’t have to create them all! #GreatestCS
  41. 41. Step 5: Choose Content Types & Schedule Blogging: a great way to get started Simpler Great way to create content on a regular basis Once you master, can move on to more complex types For each content type, decide how often you’d like to publish – shoot for at least once or twice per week #GreatestCS
  42. 42. Step 6: Develop a Basic SEO Strategy
  43. 43. Step 6: Develop a Basic SEO Strategy How important is SEO to you? (might be content type-specific) No need to stress.. just keep it simple: Come up with great content! (that’s what search engines really want after all) When possible, include keyword title When possible, include keyword once or twice in body #GreatestCS
  44. 44. Step 7: Develop a Basic Promotion Plan
  45. 45. Step 7: Develop a Basic Promotion Plan Common Methods: Publish to your website (blog, articles, etc) Social Media posts Press Releases Email Guest Blogging Don’t feel like you need to do all of them right away #GreatestCS
  46. 46. The Production Process
  47. 47. Step 1: Come up with Topics to Write About Develop a Master List of all the topics you’d like to write about at some point Methods: Customer surveys Feedback from internal team (especially support) Keyword research tool (our recommended method) Take a Content Inventory of your existing content Print brochures or publications Repurpose existing blog posts into white papers, or vice versa #GreatestCS
  48. 48. Step 2: Create Interesting, Engaging Titles Titles have become even more critical to success Creating great titles is an art and science Consider assigning one person on your team to be the title developer Create titles in advance, and assign them a date to get them on your editorial calendar #GreatestCS
  49. 49. Step 3: Assign Titles to Writers Assign internally, or to a freelancer If piece requires very deep knowledge of your specific company, assign it internally. If piece is informational, consider assigning it to a freelancer with knowledge in your industry Writers are not mind readers. You must provide clear, concise instructions Consider writer’s schedule to ensure writer can complete piece by deadline The right platforms will help streamline the process, but it will still take some time #GreatestCS
  50. 50. Managing Writers Whether you use freelancers, or hire full time, writers will require a time investment Keep a handful of writers on your “team” – in case one is out you have others to fall back on Take care of your writers and they will take care of you: Pay them quickly Motivate them by giving them bonuses when they do a great job Provide constructive criticism #GreatestCS
  51. 51. Step 4: Review Content (Editing & Proofreading) Great content is usually a process of collaboration and revision Editing is a specific skill. Not every great writer is also a great editor Don’t expect to get back exactly what you want the first time. Even great writers require time to learn your style If you’re not happy with a piece, consider whether the writer has the talent level you need. If not, move on quickly Consider letting a writer create a first draft for each piece. Then, you can spend your time editing it If you don’t have editing talent in-house, consider out-sourcing or hiring an agency
  52. 52. Step 4: Publish Your Content Publish Destination will depend on the content type Publish Destinations: Your own website (blog, article, white paper, ebook, etc) Guest post on another website Press Release distribution service (PRWeb, etc) Social Media sites (FB, Twitter, etc) Sent as an email Print (brochures, magazines, etc) #GreatestCS
  53. 53. Marketing Your Content
  54. 54. Owned vs. Paid vs. Earned Media
  55. 55. If social media is earned media how does it really fit into content marketing?If social media is earned media, how does it really fit into content marketing? #GreatestCS
  56. 56. Start with Search Engine Optimization
  57. 57. Find Your Market’s Active Networks Hang Out and Develop Cred Next...it's time to get social #GreatestCS
  58. 58. Leveraging Community Networks
  59. 59. Link Leverage
  60. 60. Example: Apartment Community Moves Center Stage
  61. 61. Remarket Content and Learn
  62. 62. 3 Key Takeaways No matter your industry, audience, or budget, remarkable content is always possible. •However you choose to have your content created, always devote some of your time to the process. •No one knows your business like you. Have a strategy that provides a clear road map to achieving your set goals. Keep it simple. #GreatestCS
  63. 63. Thank you for attending! #GreatestCS Slides and recording will be emailed out shortly! Congratulations to Katherine Boller for winning the $100 Amazon Gift Card!
  64. 64. Questions? Type your comments and questions here Tweet your questions using #GreatestCS

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