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Content strategy - a better way

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A new, holistic approach to content strategy for all organizations. Less content, more collaboration, less confusion, happier customers!

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Content strategy - a better way

  1. 1. Content strategy A new, holistic approach for enterprises
  2. 2. Core content Products Services Events Courses Resources Information Tools Marketing content Campaigns Blog posts Podcasts Videos Success stories Testimonials Press release Content strategy Plan Create Publish Promote Maintain Retire Who creates Product manager Event planner Program manager Instructional designer Customer service others... Who creates Communicator Marketer others... Today
  3. 3. Core content Products Services Events Courses Resources Information Tools Marketing content Campaigns Blog posts Podcasts Videos Success stories Testimonials Content strategy for core content Plan Create Publish Promote Maintain Retire For core content, content strategists are involved in every stage of the lifecycle. We work primarily with content creators, collaborating with marketers in making decisions about how to promote core content Note: This is a simplified view, not including UX, design, technology, or other involved parties
  4. 4. Core content Products Services Events Courses Resources Information Tools Marketing content Campaigns Blog posts Podcasts Videos Success stories Testimonials Content strategy for marketing content Plan Create Publish Promote Maintain Retire For marketing content, content strategists (or a different team of content marketing strategists) are involved in every stage of the lifecycle. We work primarily with content creators, collaborating with marketers in making decisions about how to promote marketing content Note: This is a simplified view, not including UX, design, technology, or other involved parties
  5. 5. Core content Products Services Events Courses Resources Information Tools Marketing content Campaigns Blog posts Podcasts Videos Success stories Testimonials Content strategy for marketing content Plan Create Publish Promote Maintain Retire ? Is there a gap? Do the people creating the marketing content connect with the folks creating the core content? Are they involved in understanding the business goals for the core content? Often, they are not.
  6. 6. Result • Separate teams doing their best to achieve separate goals ! • Ummm.... " • Multiple streams of disconnected content #
  7. 7. content overkill
  8. 8. Consequences of content overkill • Which content do people find if they search? • Which content is promoted on the site, in email, on social media? • Are the various types of core and marketing content written in a common voice? • Are all the facts the same in all content? • If core content changes, does the marketing content change? • If customer service uncovers information needs, how do they address them?
  9. 9. Example: a product • 5 or more distinct, separate content items created for a single product • No overlap • No collaboration • No awareness of what else is being created Product manager creates content Communications writer creates press release Content manager publishes product information & press release on website Marketer develops campaign, produces campaign landing page, success stories Customer service creates help content to answer customer questions
  10. 10. Example: a product Product manager creates content Communications writer creates press release Content manager publishes product information & press release on website Marketer develops campaign, produces campaign landing page, success stories Customer service creates help content to answer customer questions NOOOOOO! There’s got to be a better way
  11. 11. A more strategic way Company knows product is coming Content manager creates a single place for all product information Product manager creates content, publishes it there Communications writer creates press release (not published on the website because the site is not for the media) Marketer develops campaign. Existing product page serves as the landing page Customer service informs product team about customer questions, which are addressed in the existing product content
  12. 12. ProductProduct manager creates initial info Customer service adds info based on customer questions Marketer promotes, sending prospective customers to the same content Communications creates press release, sends the media to the same content Content strategist curates the overall experience, ensuring that the content is clear, complete, accurate, and relevant More strategic way
  13. 13. we can help you get there. Content Company, Inc. www.contentcompany.biz Contact Hilary Marsh President and Chief Strategist hilary@contentcompany.biz @hilarymarsh

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