Marquette University: Content Strategy 3-17-14

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An updated version of Principles of Good Content, used to present at Marquette University in it's Content Strategy class.

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Marquette University: Content Strategy 3-17-14

  1. 1. HANSON DODGE CREATIVE Making the world more active.™
  2. 2. @sarahvanelzen
  3. 3. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen What is content? 3
  4. 4. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen 4 Campaigns. TV spots. Online ads. Press releases. Videos. Tweets. Articles. White Papers. Slides. Facebook posts. Blogs. Social ads. Webinars. eBooks. What is content?
  5. 5. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen 79% of time online is spent interacting with content. 5 Source: Content Marketing Institute
  6. 6. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen Content strategy verses Content marketing 6
  7. 7. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen Content strategy delves deeper into the creation, publication, and governance of useful, usable content. It seeks to manage content as a strategic asset across the entirety of the organization. 7
  8. 8. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience — with the objective of driving profitable customer action. 8
  9. 9. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen What is good content marketing? 9
  10. 10. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen 10
  11. 11. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen 11 Educational, provides facts or details Principles of Good Content #1 Informative
  12. 12. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.12 @sarahvanelzen#1 Informative
  13. 13. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen 47% of all social posts contain content- sharing links 13 Source: MarketingProfs #1 Informative
  14. 14. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.14 @sarahvanelzen#1 Informative
  15. 15. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.15 @sarahvanelzen#1 Informative
  16. 16. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.16 @sarahvanelzen#1 Informative
  17. 17. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen 17
  18. 18. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen 18 Inspirational, joyful, heartwarming Principles of Good Content #2 Emotional
  19. 19. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.19 @sarahvanelzen #2 Emotional
  20. 20. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.20 @sarahvanelzen #2 Emotional
  21. 21. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.21 @sarahvanelzen #2 Emotional
  22. 22. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.22 @sarahvanelzen #2 Emotional
  23. 23. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.23 @sarahvanelzen #2 Emotional
  24. 24. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen 24
  25. 25. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen 25 Honest and open, easy to understand Principles of Good Content #3 Transparent
  26. 26. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.26 @sarahvanelzen #3 Transparent
  27. 27. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.27 @sarahvanelzen #3 Transparent
  28. 28. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.28 @sarahvanelzen #3 Transparent
  29. 29. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.29 @sarahvanelzen #3 Transparent
  30. 30. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.30 @sarahvanelzen #3 Transparent
  31. 31. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen 31
  32. 32. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen 32 Designed for a practical purpose, solves problems, productive Principles of Good Content #4 Useful
  33. 33. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.33 @sarahvanelzen#4 Useful
  34. 34. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.34 @sarahvanelzen#4 Useful
  35. 35. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.35 @sarahvanelzen#4 Useful
  36. 36. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.36 @sarahvanelzen#4 Useful
  37. 37. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.37 @sarahvanelzen#4 Useful
  38. 38. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen 38
  39. 39. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen 39 Causes laughter, happiness, enjoyment Principles of Good Content #5 Amusing
  40. 40. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.40 @sarahvanelzen #5 Amusing
  41. 41. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.41 @sarahvanelzen #5 Amusing
  42. 42. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.42 @sarahvanelzen #5 Amusing
  43. 43. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.43 @sarahvanelzen #5 Amusing
  44. 44. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.44 @sarahvanelzen #5 Amusing
  45. 45. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.45 @sarahvanelzen #5 Amusing
  46. 46. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen 50% of people talk with friends after watching a video 46 Source: Google Think
  47. 47. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen 47
  48. 48. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen 48 Leads to a business deal, conversion or sale Principles of Good Content #6 Transactional
  49. 49. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.49 @sarahvanelzen #6 Transactional
  50. 50. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.50 @sarahvanelzen #6 Transactional
  51. 51. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen Posts with photos attract 120% more engagement than the average post 51 Source: Wishpond
  52. 52. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.52 @sarahvanelzen #6 Transactional
  53. 53. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.53 @sarahvanelzen #6 Transactional
  54. 54. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen 54
  55. 55. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen 55 Searchable, targeted, result provides expected outcome Principles of Good Content #7 Optimized
  56. 56. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.56 @sarahvanelzen#7 Optimized
  57. 57. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.57 @sarahvanelzen
  58. 58. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen 58 @sarahvanelzen
  59. 59. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen 59 Relates to the audience, specific, personal Principles of Good Content #8 Relevant
  60. 60. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.60 @sarahvanelzen#8 Relevant
  61. 61. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.61 @sarahvanelzen#8 Relevant
  62. 62. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.62 @sarahvanelzen#8 Relevant
  63. 63. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.63 @sarahvanelzen#8 Relevant
  64. 64. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.64 @sarahvanelzen #8 Relevant
  65. 65. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen Posts with less than 80 characters get 66% more engagement 65 Source: Track Social
  66. 66. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.66 @sarahvanelzen #8 Relevant
  67. 67. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.67 Results 250+ total stories 53 million+ media impressions 200+ TV mentions At least two TV crews covered the event each day Opening Day: 4 TV crews, 2 news choppers, print feature 1,664,614 Facebook impressions gained during the event 1,260,986 Twitter impressions gained during the event @sarahvanelzen Principles of Good Content #8 Relevant
  68. 68. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.68 @sarahvanelzen#8 Relevant
  69. 69. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.69 @sarahvanelzen#8 Relevant
  70. 70. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen 70
  71. 71. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen 71 Smart, clever and able to move quickly. Also known as “newsjacking” Principles of Good Content #9 Agile
  72. 72. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.72 @sarahvanelzen#9 Agile
  73. 73. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.73 @sarahvanelzen#9 Agile
  74. 74. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.74 @sarahvanelzen#9 Agile
  75. 75. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.75 @sarahvanelzen#9 Agile
  76. 76. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.76 @sarahvanelzen#9 Agile
  77. 77. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen 77
  78. 78. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active. @sarahvanelzen 78 Upholds brand position, values and voice Principles of Good Content #10 Brand-driven
  79. 79. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.79 @sarahvanelzen #10 Brand-driven
  80. 80. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.80 @sarahvanelzen #10 Brand-driven
  81. 81. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.81 @sarahvanelzen #10 Brand-driven
  82. 82. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.82 @sarahvanelzen #10 Brand-driven
  83. 83. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.83 @sarahvanelzen #10 Brand-driven
  84. 84. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.84 @sarahvanelzen #10 Brand-driven
  85. 85. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.85 @sarahvanelzen #10 Brand-driven
  86. 86. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.86 @sarahvanelzen #10 Brand-driven
  87. 87. ©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.87 @sarahvanelzen Want a copy of the poster? Drop a business card, tweet me @sarahvanelzen or email svanelzen@hansondodge.com
  88. 88. HANSON DODGE CREATIVE Making the world more active.™

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