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Content Strategy Starter Kit

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You know you need a content strategy for your brand, but where do you even start? Here's your content strategy starter kit, straight from McMURRY/TMG's Chief Content Officer, Kim Caviness.

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Content Strategy Starter Kit

  1. 1. 1 YOUR CONTENT STRATEGY STARTER KIT by Kim Caviness, Chief Content Officer, McMURRY/TMG
  2. 2. 2CONFIDENTIAL Why create content?
  3. 3. 3CONFIDENTIAL It’s the primary way people are going to learn about you. And it works to convert prospects into customers. Source: http://www.demandmetric.com/content/content-marketing-infographic
  4. 4. 4CONFIDENTIAL 70% 60% Prefer getting to know a company via articles rather than ads Feel more positive about a company after reading custom content on its site 67% Trust editorial content 56% Will take action based on content, higher than any other form of advertising Customers... Source: http://www.contentplus.co.uk/marketing-resources/infographics/anatomy-of-content-marketing/ Source: http://www.nielsen.com/us/en/newswire/2013/just-do-it-consumer-trust-in-advertising-and-willingness-to-ta.html
  5. 5. 5CONFIDENTIAL Content gets you found online by improving search results and driving traffic. But 27 million pieces of content are shared each day.
  6. 6. 6CONFIDENTIAL Q:So, how do you make sure that your brand’s content: a) gets seen? b) gets results?
  7. 7. 7CONFIDENTIAL A:Do NOT blog, tweet, pin, vine or jump from space until after you dig deep, REALLY deep, and identify the perfectly right-for-your-brand content strategy.
  8. 8. 8CONFIDENTIAL The perfectly right-for-your-brand content strategy wins hearts, minds and wallets relevance entrances your audience drives ROI fuels CRM kills it for your brand trust actions taken conversion results
  9. 9. 9CONFIDENTIAL So,howdoyou identifytheperfectly right-for-your-brand contentstrategy?
  10. 10. 10CONFIDENTIAL Answerthese 10 questions 1 2 3 4 5 6 7 8 9 10
  11. 11. 11CONFIDENTIAL 1.What is your brand’s #1 differentiator in the marketplace? 1 2 3 4 5 6 7 8 9 10
  12. 12. 12CONFIDENTIAL 2.What is your rallying cry— internally and externally? 1 2 3 4 5 6 7 8 9 10
  13. 13. 13CONFIDENTIAL 3.What does your brand uniquely have permission to do, say and ask? 1 2 3 4 5 6 7 8 9 10
  14. 14. 14CONFIDENTIAL 4.What does your brand not have permission to do, say and ask? 1 2 3 4 5 6 7 8 9 10
  15. 15. 15CONFIDENTIAL 5.Who and where is your audience? 1 2 3 4 5 6 7 8 9 10
  16. 16. 16CONFIDENTIAL 6.What brings your audience together? What drives them apart? 1 2 3 4 5 6 7 8 9 10
  17. 17. 17CONFIDENTIAL 7.Why does your audience follow you? Why do you wish they followed you? 1 2 3 4 5 6 7 8 9 10
  18. 18. 18CONFIDENTIAL 8.What does your audience truly, madly, deeply need from you—and what will they accept from you in exchange? 1 2 3 4 5 6 7 8 9 10
  19. 19. 19CONFIDENTIAL 9.What do you want your audience to do after experiencing your content? 1 2 3 4 5 6 7 8 9 10
  20. 20. 20CONFIDENTIAL 10.How will you measure the results of the content you put out there? 1 2 3 4 5 6 7 8 9 10
  21. 21. 21CONFIDENTIAL Whatwere youranswers tothefirst 8 questions? 1 2 3 4 5 6 7 8 9 10
  22. 22. 22CONFIDENTIAL Whatwere youranswers tothelast 2 questions? 1 2 3 4 5 6 7 8 9 10
  23. 23. 23CONFIDENTIAL Theperfectly right-for-your-brand contentstrategy meetshere inthemiddle. 1 2 3 4 5 6 7 8 9 10
  24. 24. 24CONFIDENTIAL It will be grounded in one big, brilliant idea that brings your strategy to life.
  25. 25. 25CONFIDENTIAL Year-over-year growth in unique site traffic is 7.8x higher for content marketing leaders compared to followers (19.7% vs 2.5%).  Website conversion rate is nearly 6x higher for content marketing adopters than non-adopters (2.9% vs 0.5%). Source: Crossing the Chaos: Managing Content Marketing Transformation, The Aberdeen Group Content Leaders See Results
  26. 26. 26CONFIDENTIAL 64% Only 38% of companies have a content strategy report. Source: http://www.contentplus.co.uk/marketing-resources/infographics/anatomy-of-content-marketing/ Source: http://www.nielsen.com/us/en/newswire/2013/just-do-it-consumer-trust-in-advertising-and-willingness-to-ta.html 38% Yet... Are you in the 64% that doesn’t? Don’t let this happen to your amazing brand.
  27. 27. 27CONFIDENTIAL One last step: The Mission Statement
  28. 28. 28CONFIDENTIAL
  29. 29. 29CONFIDENTIAL Great content strategies deliver killer results you can take all the way to your brand bank.

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