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Bruce Lee Guide to Strategic Content (Extended Cut)

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By Richard Ingram
Coca-Cola Content 2020
Read This (if you haven’t already)
Content Strategy For The Web
Elements of Content Strategy
Content Strategy at Work

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Bruce Lee Guide to Strategic Content (Extended Cut)

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Whether you are working with small business clients or enterprises, getting companies to regularly curate, create, edit, audit, prune while also optimizing their content for users can be difficult to sustain without the right governance in place. The path to useful, usable and findable content is often narrow. Getting there can be a serious challenge. Sometimes you feel like people in the process are against you. There are a lot of adversaries and hurdles to overcome.

Even worse is the job of cat herding IT, stakeholders, marketing, sales and writers to work together to create the kind of strategic content that will speak to their target consumer and build their content brand. The end result is all too often boring sales fluff that no one ever reads. In the end, you find yourself doing a Chinese fire drill to create a bunch of last minute ad hoc content that is seldom on brand and more often than not fails to tell the client’s story.

It doesn't have to be this way if you choose to take a stand during the early planning phases of a project and stress the importance of a content strategy. Turn adversaries into allies with a strategic approach to your content. It won't be easy. It can get political.

Whether you are working with small business clients or enterprises, getting companies to regularly curate, create, edit, audit, prune while also optimizing their content for users can be difficult to sustain without the right governance in place. The path to useful, usable and findable content is often narrow. Getting there can be a serious challenge. Sometimes you feel like people in the process are against you. There are a lot of adversaries and hurdles to overcome.

Even worse is the job of cat herding IT, stakeholders, marketing, sales and writers to work together to create the kind of strategic content that will speak to their target consumer and build their content brand. The end result is all too often boring sales fluff that no one ever reads. In the end, you find yourself doing a Chinese fire drill to create a bunch of last minute ad hoc content that is seldom on brand and more often than not fails to tell the client’s story.

It doesn't have to be this way if you choose to take a stand during the early planning phases of a project and stress the importance of a content strategy. Turn adversaries into allies with a strategic approach to your content. It won't be easy. It can get political.

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Bruce Lee Guide to Strategic Content (Extended Cut)

  1. 1. By Richard Ingram
  2. 2. Coca-Cola Content 2020
  3. 3. Read This (if you haven’t already) Content Strategy For The Web Elements of Content Strategy Content Strategy at Work
  4. 4. Read This (if you haven’t already) Content Strategy For The Web Elements of Content Strategy Content Strategy at Work
  5. 5. Read This (if you haven’t already) Content Strategy For The Web Elements of Content Strategy Content Strategy at Work
  6. 6. Read This (if you haven’t already) Content Strategy For The Web Elements of Content Strategy Content Strategy at Work
  7. 7. A Blog Is NOT a Content Strategy. Content Strategy is a decade + old emerging practice. Differentiate Content Strategy from Content Marketing. Research and Apply The Principles of Content Strategy (if you do not already) for Win.
  8. 8. Use Client Profiles Organize all client insights, messaging, documentation in one place for the team working on it. Get client / stakeholders to sign off on all campaign goals and communication documents early on in the process. Content Analysis Tool Web Content Audit Tool Google Xpath Content Matrix LucidCharts Adwords Tool, Google Trends Social Crawlytics, Quantcast, Compete, Open Site Explorer, LinkDex, SEMRush, Topsy, Facebook Ads, Link Detective
  9. 9. Buyer Personas Usability Templates Content Templates Usertesting.com Blasamiq Mockups SEOMoz Ahrefs MajesticSEO Search Metrics WordPress SEO CS Generator Tool Mindjet & Confluence WP Editorial Calendar Easy Content Templates, Kapost, Trello, DivvyHQ, Raventools, Contently, Compendium
  10. 10. Google Analytics CrazyEgg KissMetrics ClickTale ClickHeat Concept Feedback SilverBack Fivesecondtest Open Hallway Optimizely Unbounce
  11. 11. Take Advantage of Social Search Like Topsy, Social Mention, Kurrently & Others to Uncover Audience Interests and Potential Content Ideas Based on Those Interests Resources: Social Media Can Generate Strong Story Ideas 5 Free Social Search Tools
  12. 12. Use Alchemy API to quickly extract semantic meta-data from existing web pages. Use the results to speed up the creation of metadata frameworks during content planning phases. Using AlchemyAPI for Semantic Analysis and Text Mining - axz.mx/alchemyapis
  13. 13. Use Google Drive’s XPATH capabilities to audit web pages for your content inventories. How To Build Agile SEO Tools Using Google Spreadsheets - axz.mx/agile-content-audits
  14. 14. 1. Content Strategy For The Web by Kristina Halvorson – Link 2. Elements of Content Strategy by Erin Kissane – Link 3. Content Strategy at Work by Margot Bloomstein – Link 4. Managing Enterprise Content: A Unified Content Strategy by Ann Rockley – Link 5. Metadata Workshop by Rachel Lovinger – Link 6. Complete Beginner’s Guide to Content Strategy by Andrew Maier – Link 7. Build Agile SEO Tools Using Google Spreadsheets by Tom Critchlow – Link 8. Using AlchemyAPI for Semantic Analysis and Text Mining by Mike Reich – Link 9. Content Templates to the Rescue by Erin Kissane – Link 10. Building Your Content Strategy with a Message Architecture by Margot Bloomstein – Link 11. Difference Between Content Strategy & Content Marketing? by Colleen Jones – Link 12. Psychographics Deconstructed: What We Look Like to… by Marty Weintraub – Link 13. Social Media Can Generate Strong Story Ideas by Kylie Jane Wakefield – Link 14. The New SEO Process (Quit Being Kanye) by Mike King – Link 15. 11 Savvy Ways to Use Buyer Personas… by Rebecca Corliss – Link 16. Fusing Content Strategy with Design by David Gillis – Link 17. An Introduction to User Journeys by Jason Hobbs – Link 18. Doing a Content Inventory by Jeffrey Veen – Link 19. 5 Free Social Search Tools by Steve Floyd – Link
  15. 15. 21. Client Profile Template By AXZM – Link 22. Content Strategy Generator Tool V2 by SEO Gadget – Link 23. The Content Matrix Template by Kevin Nichols – Link 24. Website Content Template By Brody Dorland – Link 25. The Epic List of Content Strategy Resources by Jonathon Colman – Link 26. Slide # 9 Graphic by Brain Traffic – Link 27. Slide #11 From Caroline Kealey’s “Message Architecture Worksheet” - Link 28. Slide # 13 Image From The White Paper – Why Securing Communications and Content is a Critical Best Practice by Proofpoint – Link *All Photos of Bruce Lee Are Property of The Respective Copyright Holder
  16. 16. For the last decade I have been creating digital marketing solutions for businesses large and small. In that time I’ve learned a few things about the governance and creation of web content and how that content ties into other marketing channels. Content is Steve Floyd often swept aside as the last part of a Founder / Principle at AXZM project, when I believe it should be twitter: @nawlready one of the very first things addressed, phone: (214) 272-9109 even before design. www.axzm.com

Editor's Notes

  • The Bruce Lee Guide To Strategic Content by Steve Floyd CEO / Founder of AXZM – www.axzm.com – twitter: @nawlready
  • The Bruce Lee Guide To Strategic Content by Steve Floyd CEO / Founder of AXZM – www.axzm.com – twitter: @nawlready
  • The Bruce Lee Guide To Strategic Content by Steve Floyd CEO / Founder of AXZM – www.axzm.com – twitter: @nawlready
  • The Bruce Lee Guide To Strategic Content by Steve Floyd CEO / Founder of AXZM – www.axzm.com – twitter: @nawlready
  • The Bruce Lee Guide To Strategic Content by Steve Floyd CEO / Founder of AXZM – www.axzm.com – twitter: @nawlready
  • The Bruce Lee Guide To Strategic Content by Steve Floyd CEO / Founder of AXZM – www.axzm.com – twitter: @nawlready
  • The Bruce Lee Guide To Strategic Content by Steve Floyd CEO / Founder of AXZM – www.axzm.com – twitter: @nawlready
  • The Bruce Lee Guide To Strategic Content by Steve Floyd CEO / Founder of AXZM – www.axzm.com – twitter: @nawlready
  • The Bruce Lee Guide To Strategic Content by Steve Floyd CEO / Founder of AXZM – www.axzm.com – twitter: @nawlready
  • The Bruce Lee Guide To Strategic Content by Steve Floyd CEO / Founder of AXZM – www.axzm.com – twitter: @nawlready
  • The Bruce Lee Guide To Strategic Content by Steve Floyd CEO / Founder of AXZM – www.axzm.com – twitter: @nawlready
  • The Bruce Lee Guide To Strategic Content by Steve Floyd CEO / Founder of AXZM – www.axzm.com – twitter: @nawlready
  • The Bruce Lee Guide To Strategic Content by Steve Floyd CEO / Founder of AXZM – www.axzm.com – twitter: @nawlready
  • The Bruce Lee Guide To Strategic Content by Steve Floyd CEO / Founder of AXZM – www.axzm.com – twitter: @nawlready
  • The Bruce Lee Guide To Strategic Content by Steve Floyd CEO / Founder of AXZM – www.axzm.com – twitter: @nawlready
  • The Bruce Lee Guide To Strategic Content by Steve Floyd CEO / Founder of AXZM – www.axzm.com – twitter: @nawlready
  • The Bruce Lee Guide To Strategic Content by Steve Floyd CEO / Founder of AXZM – www.axzm.com – twitter: @nawlready
  • The Bruce Lee Guide To Strategic Content by Steve Floyd CEO / Founder of AXZM – www.axzm.com – twitter: @nawlready
  • The Bruce Lee Guide To Strategic Content by Steve Floyd CEO / Founder of AXZM – www.axzm.com – twitter: @nawlready
  • The Bruce Lee Guide To Strategic Content by Steve Floyd CEO / Founder of AXZM – www.axzm.com – twitter: @nawlready
  • The Bruce Lee Guide To Strategic Content by Steve Floyd CEO / Founder of AXZM – www.axzm.com – twitter: @nawlready
  • The Bruce Lee Guide To Strategic Content by Steve Floyd CEO / Founder of AXZM – www.axzm.com – twitter: @nawlready
  • The Bruce Lee Guide To Strategic Content by Steve Floyd CEO / Founder of AXZM – www.axzm.com – twitter: @nawlready
  • The Bruce Lee Guide To Strategic Content by Steve Floyd CEO / Founder of AXZM – www.axzm.com – twitter: @nawlready
  • The Bruce Lee Guide To Strategic Content by Steve Floyd CEO / Founder of AXZM – www.axzm.com – twitter: @nawlready
  • The Bruce Lee Guide To Strategic Content by Steve Floyd CEO / Founder of AXZM – www.axzm.com – twitter: @nawlready
  • The Bruce Lee Guide To Strategic Content by Steve Floyd CEO / Founder of AXZM – www.axzm.com – twitter: @nawlready
  • The Bruce Lee Guide To Strategic Content by Steve Floyd CEO / Founder of AXZM – www.axzm.com – twitter: @nawlready
  • The Bruce Lee Guide To Strategic Content by Steve Floyd CEO / Founder of AXZM – www.axzm.com – twitter: @nawlready
  • The Bruce Lee Guide To Strategic Content by Steve Floyd CEO / Founder of AXZM – www.axzm.com – twitter: @nawlready
  • The Bruce Lee Guide To Strategic Content by Steve Floyd CEO / Founder of AXZM – www.axzm.com – twitter: @nawlready
  • The Bruce Lee Guide To Strategic Content by Steve Floyd CEO / Founder of AXZM – www.axzm.com – twitter: @nawlready
  • The Bruce Lee Guide To Strategic Content by Steve Floyd CEO / Founder of AXZM – www.axzm.com – twitter: @nawlready
  • The Bruce Lee Guide To Strategic Content by Steve Floyd CEO / Founder of AXZM – www.axzm.com – twitter: @nawlready
  • The Bruce Lee Guide To Strategic Content by Steve Floyd CEO / Founder of AXZM – www.axzm.com – twitter: @nawlready
  • BIG BRANDS ARE GETTING SERIOUS ABOUT CONTENT LIKE COCA-COLA - The media landscape is a very different beast today than it was even 5 years ago. Then agency-led television commercials dominated how we channel our marketing. The very fact you are reading this here proves that things have changed. Coca Cola have always been at the forefront of innovation. In this video Jonathan Mildenhall, Vice-President, Global Advertising Strategy and Creative Excellence at The Coca-Cola Company is the person responsible for leading global creative vision and strategy for the Company's portfolio of global brands. In this video he explains how Coke will leverage the opportunities in the new media landscape and transform one-way storytelling into dynamic storytelling hoping to add value and significance to peoples lives. Jonathan describes the challenge of content creation in an enlightening way, reminding us that "every contact point with a customer should tell an emotional story".
  • BIG BRANDS ARE GETTING SERIOUS ABOUT CONTENT LIKE COCA-COLA - The media landscape is a very different beast today than it was even 5 years ago. Then agency-led television commercials dominated how we channel our marketing. The very fact you are reading this here proves that things have changed. Coca Cola have always been at the forefront of innovation. In this video Jonathan Mildenhall, Vice-President, Global Advertising Strategy and Creative Excellence at The Coca-Cola Company is the person responsible for leading global creative vision and strategy for the Company's portfolio of global brands. In this video he explains how Coke will leverage the opportunities in the new media landscape and transform one-way storytelling into dynamic storytelling hoping to add value and significance to peoples lives. Jonathan describes the challenge of content creation in an enlightening way, reminding us that "every contact point with a customer should tell an emotional story".
  • The Path To Useful, Usable and Findable Content Is Narrow – Whether you are working with small business clients or enterprises, getting companies to regularly curate, create, edit, audit, prune while also optimizing their content for users can be difficult to sustain without the right governance In place.Creating good content is hard is hard. Creating good content regularly is even harder without a clear strategy and system of governance in place.
  • Getting There Can Be A Serious Challenge – Getting To A Place Where An Organization Has A Truly Strategic Approach To Their Content Can Be Hard To Navigate Without The Right Process, Tools and Roadmap.
  • There Are A Lot Of Adversaries and Hurdles To Overcome Along The Way – Getting The Cooperation You Need From Various Departments To Execute Can Be Very Hard, Especially With Smaller Organizations Who Do Not Have The Bandwidth to Regularly Source, Ideate, Edit, Approve and Publish Content.
  • There Are A Lot of Adversaries and Hurdles to Overcome Along The Way – More Often Than Not The Disconnect Between Writers, IT, Marketing and Stakeholders Makes The Process of Publishing Regular – Useful, Usable and Findable Content Next To Impossible.
  • It Doesn’t Have To Be That Way – There is a Better Way To Go About Creating Content That Keeps All Of The Aforementioned Players In Line With Your Recommended Content Strategy
  • The Bruce Lee Guide To Strategic Content by Steve Floyd CEO / Founder of AXZM – www.axzm.com – twitter: @nawlready
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