Why Content Strategy Trumps Content Marketing

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Content marketing is all the rage right now. But, does it really make sense to just launch unconnected pieces of content into the interwebs, hoping for a homerun? Find out how content strategy maximizes content for purposeful results.

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  • Content marketing is dead. Well, kind of. Let’s talk about what it actually is.
  • Suddenly, keywords mattered differently. Suddenly, the rules changed. And, it continues to change at an incredibly rapid pace.In this wild, wild world of the internet, there’s a new sheriff in town. So, I think there’s extreme value in educating about content marketing because it’s such an enormous and important undertaking, that we must know what is involved.
  • The infamous Panda. Patrolling the internet to make sure that the valuable domains are getting their proper due. Helping to serve the masses by serving up information from reputable, relevant, and interesting sources. They penalize quickly and powerfully; and they are on the hunt for the cheaters and lazy optimizers. In light of all this, everyone freaked. We climbed mountain tops and yelled, “Content is King!” And in our rush to be relevant, we started acting a bit crazy.
  • In light of this new wild, wild west ripe with advertising potential and the race for “authority”, content marketing took center stage. We started getting a bit crazy and scramble to just be places. We just had to create things and launch them out into the interwebs.
  • Social is where the people are. We have to be there. So, let’s get social. Let’s do something to have a presence there.The problem with this = No strategy. No consistency. No meaning. No real plan for domination.
  • Blogs are everywhere now.We have to blog. Let’s guest post as frequently as possible.
  • My favorite.Because, why? Who knows. They’re just really important right now.
  • We launched products into the interwebs with no strategy, no backing, no seeding, no promotion, and no real hope of engagement.That’s not a very good way of doing things. It’s a bit irresponsible, actually.
  • So, what does “Value” mean? That’s a bit murky, right? What’s valuable for me may not be valuable for you. I find that value has some common metrics, or characteristics. AT least, in the eyes of Panda’s.
  • Lowes is creating Vine videos that help their customers, even in detriment to their bottom line. They are providing valuable help, without any strings attached.Columbia is helping their audience tie the right knot for the right job. The quirk? Columbia doesn’t sell rope. But, they know their consumer uses rope frequently in their world. Thus, they are helping their consumer with no strings (rope) attached.
  • Red Bull leads the game in being relevant to their audience. This is their home-screen; sure doesn’t look like a beverage company. They’ve become publishers that happen to sell beverages. They are completely relevant to their audience. All in.
  • REI does an incredible job of building community around content. They populate content that helps their consumer be more adventurous, and get outdoors more frequently. They are experts, assembling their audience to share and teach ideas, habits, and techniques. The result is a community that loves REI.
  • Dollar Shave Club stands out because they are different and interesting. Oreo stands out because they got their first. By being unique, we introduce ourselves to new markets in surprising and memorable ways.
  • It’s not enough to publish and watch. We must consistently determine how content plays a role in our world. There’s no one better at consistently generating content and experiences than Coke. (Their budget helps…but, they built their empire on experiences from the get go.)
  • The great thing about doing meaningful things is that you naturally hit all the targets that serve to enhance search performance. You’ll organically hit the long-tails, the major keywords, the symantically-related searches…all those good things. Google will naturally say, “Oh, this site is creating influence. People are talking about them, sharing their content, liking their stuff, and giving them credibility. Let’s rank them higher for this phrase.”
  • But why do meaningful things? Why should a business care about helping people? Why should we care about being relevant, unique, and consistent? Well, it turns out that there are pretty sound business principles couched in a robust content strategy.
  • Content marketing isn’t enough. Content marketing seems too “sensational” and “buzzy”. It’s often used to take advantage of marketers who don’t know better.
  • Why Content Strategy Trumps Content Marketing

    1. 1. ROGUE CONTENT MARKETING
    2. 2. BEFORE THE HOW, THE WHY.
    3. 3. SOMETHING HAPPENED TO THE INTERNET.
    4. 4. PANDA’S ARE THE NEW SHERRIFS.
    5. 5. CONTENT MARKETING MISSES THE POINT.
    6. 6. LET’S DO SOMETHING SOCIAL.
    7. 7. LET’S DO SOMETHING BLOG-GY.
    8. 8. LET’S DO SOMETHING WITH INFOGRAPHICS.
    9. 9. WE CREATE A LOT OF NOISE THAT HAS NO VALUE.
    10. 10. THE KEY TO LEVERAGING THIS NEW INTERNET IS TO CREATE VALUE. BUT HOW DO YOU DO THAT?
    11. 11. THE KEY TO LEVERAGING THIS NEW INTERNET IS TO BE HELPFUL.
    12. 12. THE KEY TO LEVERAGING THIS NEW INTERNET IS TO BE RELEVANT.
    13. 13. THE KEY TO LEVERAGING THIS NEW INTERNET IS TO BUILD COMMUNITY.
    14. 14. THE KEY TO LEVERAGING THIS NEW INTERNET IS TO BE UNIQUE.
    15. 15. THE KEY TO LEVERAGING THIS NEW INTERNET IS TO BE CONSISTENT.
    16. 16. LET’S DO SOMETHING MEANINGFUL. THIS IS MORE THAN CREATIVE ADVERTISING.
    17. 17. BUT, WHY? BRAND AWARENESS FUNNEL DECISIONS CREATE CONNECTIONS BRAND PERSONALITY INCREASED FOOTPRINT AUTHORITY AND INFLUENCE
    18. 18. STRATEGYCONTENT PUNCHES CONTENT MARKETING IN THE FACE. BUT WHAT EXACTLY IS IT?
    19. 19. STRATEGYCONTENT Inspired creative pieces that attract and acquire an audience through providing help, value, entertainment, or intrigued.
    20. 20. STRATEGYCONTENT Aligning, distributing and promoting content pieces in ways that specifically engage a clearly defined and understood target audience.
    21. 21. STRATEGYCONTENT A strategic assault of helpfulness and meaningful interactions, leveraged effectively to drive inspired customer engagement and action.
    22. 22. STRATEGYCONTENT CREATING MEANINGFUL INTERACTIONS THAT INSPIRE SIGNIFICANT ACTIONS.
    23. 23. HOW TO SPARK ACTIONS STOP THINKING LIKE A BUSINESS DETERMINE YOUR UNIQUE EXPERTISE ARTICULATE YOUR GOALS FOR CONTENT IDENTIFY YOUR ECOSYSTEM RESEARCH YOUR ENVIRONMENT THINK LIKE A PUBLISHER
    24. 24. KILLER CONTENT REQUIRES: STRATEGY + EXECUTION
    25. 25. EDITORIAL CALENDAR BUILD OUT FOR EACH DELIVERABLE
    26. 26. TRACKING + REPORTING + EVOLVING • Follow engagement metrics to determine the value of content. These metrics involve time on site, bounce rates and click through’s • Follow sharing metrics to determine effectiveness of content. These metrics include social likes, shares, forwards, mentions, etc. • Assess quality of awareness generated. This process researches mentions, shares and link-backs to determine authority of content.
    27. 27. TRACKING + REPORTING + EVOLVING • Monthly report to communicate progress of initiatives, giving an intensive look at the creation and workflow. • Quarterly report to communicate outcome of content. Report to track organic traffic, virality, and engagement metrics to effectively show value.
    28. 28. TRACKING + REPORTING + EVOLVING • “Listening” through metrics and research to understand the reach of our content strategy in order to understand what works and what might miss the mark. • A/B testing social headlines to determine effective promotion strategies across social platforms – drawing maximum traffic to individual pieces of content. • Adaptation of strategy based on metrics and insight.
    29. 29. @JKaufman13

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