Small Business Guide to Content Strategy
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Content marketing is awesome. It’s even more awesome (and effective!) when your business has a solid plan in place to guide your content creation efforts. Thoughtful content strategy helps you understand why content marketing is important to your business, how content creation & promotion can help you meet your goals, and how to measure your results to see what’s working well and what still needs to be fine-tuned. This session will take you step-by-step through the process of creating a basic content strategy plan for your WordPress website. Presented at WordCamp Minneapolis 2016.
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Small Business Guide to Content Strategy
- 2. What is Content Strategy? “Planning for the creation, delivery, and governance of useful, usable content.” -Kristina Halvorson, Brain Traffic
- 3. In Other Words…It’s A Map Credit: U.S. Army Europe Images
- 4. The map that leads to you users
- 5. Strategy Matters Alignment builds trust Users know what to expect and what comes next Resources used most effectively & efficiently
- 6. No Shirt, No Shoes, No Content Content creation without strategy lacks theme & purpose Lack of purpose confuses your audience Confused audiences don’t convert
- 7. Don’t Waste Resources Credit: Grant Hutchinson on Flickr
- 8. Good Content Is… Useful Solves a problem Has context Considerate Consistent
- 9. If there’s no substance… you’re just creating noise.
- 10. Generic Gets Overlooked • People don’t pay more for generic • People don’t get excited about generic • People don’t share average, they share greatness
- 11. Developing Your Content Strategy
- 12. Allocate A Budget & Timeline Like any company initiative, this is going to take time and resources. Plan for it.
- 13. What Are You Budgeting For? • Content audit • Analytics review • Identification of problems • Smart guesses • Experiments • User testing • Evaluation • Implementation
- 15. Start With Where You Win A small catering company has a 50% conversion rate for calls about their funeral luncheons.
- 16. What Comes Before That? Current website generates 5 calls per month.
- 17. Lead Value Average order value x conversion rate = lead value $1000 x 50% = $500
- 18. Content Value average # of leads x average lead value 5 x $500 = $2500
- 19. Estimating The Value Of Improvements Content isn’t magic - use realistic estimates
- 20. Quantifying The Possible Impact Landing page redesign to get 2 more calls each month. Two new leads = $1000/month incremental value
- 21. Costs: Content Creation Isn’t Free Time x Resources = Cost of Content 6 hours x $50/hr = $300
- 22. Net Upside $1000 - $300 = $700 first month + $1000/month thereafter …and that’s for just one landing page
- 23. What If It Doesn’t Work? Maximum Gain - estimated amount you’ll save Maximum Loss - what it costs to create/fix the content
- 24. Calculating Probability of Success Max Loss: Estimate of project cost x probability of failure $600 x 25% = $150 Max Gain: Estimated gain x probability of success $800 x 75% = $600
- 25. When you add up all the potential savings, it’s easier to understand where Content Strategy fits in your budget.
- 26. Set Objectives Define what you want to accomplish Set realistic goals & stretch goals Plan how you’ll measure
- 27. Research, Research, Research Market, user, and competitive research Quantitative and qualitative Data Get used to asking WHY
- 28. User Stories Who’s the user? What do they want? Why?
- 29. Content Audit There are tons of templates available online - choose what makes sense for your biz, your goals, and your budget.
- 30. Fix What Needs Fixing Does it match the audience wants/needs? Is it clear, easy to follow, and understandable? Does it make it easy for the reader to take the next step? Is it accurate and up-to-date? Can we do better?
- 31. Find The Gaps
- 33. Flesh Out Your Content Map Remember the map - how do your customers get from point A to point B?
- 34. Plan For Different Types Of Content Pages Blog posts Product listings Landing pages Social Images
- 35. Include In Your Content Plan Who are we creating this for? What do we want them to get out of it? Where is it going to be posted? When is it going to be published? Why are we doing this?
- 36. Outline Your New Content Primary message Target audience Key terminology Supporting messaging Voice & tone
- 37. Create Your Editorial Calendar CoSchedule http://coschedule.com/editorial-calendar-template HubSpot http://offers.hubspot.com/blog-editorial-calendar Vertical Measures http://www.verticalmeasures.com/content-editorial-calendar-template/ Google Docs templates https://drive.google.com/templates?q=editorial+calendar&ddrp=1
- 38. Measure, Analyze, Iterate Remember those objectives we started with? Compare your performance to your goals. Did it work? Why or why not? Do it again or try something new.