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Creating a Winning Brand Content Strategy #SEJSummit

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Michelle Lowery's SEJ Summit Presentation discussing content creation and strategy at SEJ Summit Dallas 2015, sponsored by Searchmetrics.

Summary:
Michelle will walks us through what it takes to pull off an effective content strategy, from cultivating a rockstar content team to building content models and governance that will empower your brand's voice and reach.

Published in: Marketing

Creating a Winning Brand Content Strategy #SEJSummit

  1. 1. #SEJSummit #Searchmetrics
  2. 2. Free 30-Day Trial Instant data. Tweak strategies. Benchmark competitors. “We’ve started using it in our social division. Now Searchmetrics is more valuable than ever before.” Sebastian Wenzel, Webanalyticsbook Use with m ultiple team s
  3. 3. •Writer •Editor •Entrepreneur •Speaker •Instructor #SEJSummit #Searchmetrics
  4. 4. #SEJSummit #Searchmetrics Content created without specific goals is a waste of money, time and resources. Content strategy begins well before the first word is written. You need to think like a publisher.
  5. 5. CONTENT MARKETING ISNOT A NEW CONCEPT. #SEJSummit #Searchmetrics
  6. 6. #SEJSummit #Searchmetrics
  7. 7. #SEJSummit #Searchmetrics
  8. 8. #SEJSummit #Searchmetrics
  9. 9. #SEJSummit #Searchmetrics WHAT WILL YOUR CONTENT DO? •Inform •Educate •Entertain •Convert
  10. 10. #SEJSummit #Searchmetrics WHO IS YOUR CONTENT FOR? •Readers •Existing customers •Potential customers •Other businesses
  11. 11. #SEJSummit #Searchmetrics KNOW YOUR AUDIENCE!
  12. 12. #SEJSummit #Searchmetrics WHO IS YOUR CONTENT FOR? •People who: •like to read news about Europe •enjoy documentaries about nature •follow a gluten-free diet •are new to retirement planning
  13. 13. #SEJSummit #Searchmetrics KNOWING YOUR AUDIENCE— AND WHERE TO FIND THEM— ALLOWS YOU TO BUILD EFFECTIVE CONTENT MODELS.
  14. 14. #SEJSummit #Searchmetrics BASIC CONTENT MODEL TO BRING TRAFFIC TO YOUR BLOG Blog Post Facebook Update Tweet Google Plus Update LinkedIn Update Post on External Site Quote Image on Pinterest
  15. 15. #SEJSummit #Searchmetrics BASIC CONTENT MODEL TO BRING TRAFFIC TO YOUR SERVICES Services Page Facebook Update Tweet Google Plus Update LinkedIn Update Guest Post on External Site Blog Post
  16. 16. #SEJSummit #Searchmetrics BASIC CONTENT MODEL TO BUILD YOUR FACEBOOK PAGE Your Website Facebook Page Tweet Google Plus Update
  17. 17. #SEJSummit #Searchmetrics •What kind of content do you need? •What message does it need to convey? •How is content prioritized and organized? •How is content formatted and displayed? •What processes and tools are required? •What human resources are required? •How are key decisions about content and content strategy made? •How are changes initiated and communicated? Graphic created by Kristina Halvorson and Melissa Rach
  18. 18. #SEJSummit #Searchmetrics REEVALUATE WHO YOUR CONTENT MARKETING STAKEHOLDERS ARE.
  19. 19. #SEJSummit #Searchmetrics THE RISE OF THE BRAND NEWSROOM •Oreo •Coca-Cola Two Brands finding success as publishers
  20. 20. #SEJSummit #Searchmetrics
  21. 21. #SEJSummit #Searchmetrics THE RISE OF THE BRAND NEWSROOM •During Super Bowl XLVII, Oreo had •brand representatives •marketing agency creatives •marketing agency strategists •and the brand legal team •all in a “war room” together.
  22. 22. #SEJSummit #Searchmetrics LUCK IS WHAT HAPPENS WHEN PREPARATION MEETS OPPORTUNITY. - SENECA
  23. 23. #SEJSummit #Searchmetrics SINCE OREO EMBRACED CULTURE, THE BRAND’S ANNUAL SALES GROWTH IS UP FROM THE LOW DOUBLE DIGITS TO MORE THAN 20%. Source: http://www.fastcompany.com/3036086/oreo-tags-pop-culture
  24. 24. #SEJSummit #Searchmetrics
  25. 25. #SEJSummit #Searchmetrics
  26. 26. #SEJSummit #Searchmetrics
  27. 27. #SEJSummit #Searchmetrics
  28. 28. #SEJSummit #Searchmetrics RISE OF THE BRAND NEWSROOM Source: http://contently.com/strategist/2014/05/01/a-deep-look-inside-the-coca-cola-newsroom-if-this-wasnt-successful-we-would-pull-the- plug/ • Director of Digital Communications and Social Media • Editor • Social Media Editor • Social Media Coordinator • Production Manager • Archivist • Graphic Designers • Analysts • Video crew • Freelance Writers • Freelance Photographers The Coca-Cola Journey Team is Comprised of:
  29. 29. #SEJSummit #Searchmetrics RISE OF THE BRAND NEWSROOM •Coca-Cola Journey is referred to as a “digital magazine” •Launched in late 2012 •In 2013, Journey published 1,200 articles and attracted 13.1 million visitors •Visits averaged 4:40 minutes per article Source: http://contently.com/strategist/2014/05/01/a-deep-look-inside-the-coca-cola-newsroom-if-this-wasnt-successful-we-would-pull-the- plug/
  30. 30. #SEJSummit #Searchmetrics RISE OF THE BRAND NEWSROOM •In March 2014, Coca-Cola hosted an international brand publishing summit, JourneyOn •Coca-Cola Journey international editors attended for training and networking Source: http://contently.com/strategist/2014/05/01/a-deep-look-inside-the-coca-cola-newsroom-if-this-wasnt-successful-we-would-pull-the- plug/
  31. 31. “You need editors, not brand managers, who will push the envelope to make the thing go forward. “So one easy way to do that is to set people up…and give them really significant metrics—not about pageviews, but about mattering. “And give them the resources…to go do work that matters.” – Seth Godin Source: http://contently.com/strategist/2015/02/06/you-need-editors-not-brand-managers-marketing-legend-seth-godin-on-the-future-of-branded-content/ #SEJSummit #Searchmetrics
  32. 32. #SEJSummit #Searchmetrics Edits content for: WHAT DOES AN EDITOR DO? • Spelling & Grammar • Syntax • Flow • Factual Accuracy • Style, Voice, & Tone • Copyright Adherence • Quality of Writing • Quality of Sources • Credibility of Sources • Timeliness/Evergreen • Editorialization Vocabulary Length Goals Plagiarism Reading Level
  33. 33. #SEJSummit #Searchmetrics Edits content for: WHAT DOES AN EDITOR DO? • Keyword Use • Google Updates • HTML Formatting • Meta Tags • Links • Functionality • How they open • Where they lead Anchor Text Duplicate Content Publication Location Publication Audience Source Credibility Current Trends/Events Calls to Action Psychological Factors
  34. 34. #SEJSummit #Searchmetrics Manages: WHAT DOES AN EDITOR DO? • Brand Voice • Marketing Goals • Market Targeting • Market Reach • Audience Response • Continuity • Consistency Brand History Competitor Activity Social Activity Social Response Legal Concerns Brand Partnerships User Generated Content
  35. 35. #SEJSummit #Searchmetrics STOP TREATING CONTENT MARKETING AS AN AFTERTHOUGHT, AND GIVE IT THE TIME, ATTENTION AND YES, BUDGET, COMMENSURATE WITH THE RESULTS YOU WANT TO ACHIEVE.
  36. 36. #SEJSummit #Searchmetrics Content created without specific goals is a waste of money, time and resources. Content strategy begins well before the first word is written. You need to think like a publisher.
  37. 37. #SEJSummit #Searchmetrics MichelleDLowery linkedin.com/in/michellelowery plus.google.com/+MichelleLowery/

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