SlideShare a Scribd company logo

How to Conquer Content Chaos

This document discusses strategies for overcoming content chaos and improving content marketing efforts. It recommends assessing principles and priorities, mapping the current content ecosystem, prioritizing critical issues, and engaging stakeholders in the business. The key is to gain alignment on goals and principles, understand dependencies and challenges, and create a plan with milestones and ownership. Rather than just arguing for more content, the approach is to build a case for doing content marketing strategically and effectively.

1 of 99
Download to read offline
1
How To Conquer Content Chaos
Kristina Halvorson
CEO, Brain Traffic
@halvorson
@halvorson • #contentchaos
CONTENT MARKETING
YOU HAVE DONE all THE THINGS!
@halvorson • #contentchaos
Document your content marketing mission
Create target audience personas
Plan your content mix
Design the content creation process
Create an editorial calendar
Make a plan for distribution
Measure ROI
https://blog.hubspot.com/marketing/documenting-content-marketing-strategy
Mah boss says we
need to be makin’
more content but
he cain’t say why.
Ah got a whole ton o’
content but it’s a gosh-
durned mess.
Mah new content
marketing
platform got the
devil in it.
Ah cain’t get nobody
to write no stinkin’
blog posts.
We ain’t gettin’ no decent
engagement from nobody.
@halvorson • #contentchaos
what am I doing wrong with content marketing

Recommended

A Crash Course in Content Strategy
A Crash Course in Content StrategyA Crash Course in Content Strategy
A Crash Course in Content StrategyJames Callan
 
Content Strategy: Content is King!
Content Strategy: Content is King!Content Strategy: Content is King!
Content Strategy: Content is King!Karen McGrane
 
Web Content Strategy - How to Plan for, Create and Publish Online Content for...
Web Content Strategy - How to Plan for, Create and Publish Online Content for...Web Content Strategy - How to Plan for, Create and Publish Online Content for...
Web Content Strategy - How to Plan for, Create and Publish Online Content for...Joe Pulizzi
 
Marketing/Communications Strategy
Marketing/Communications StrategyMarketing/Communications Strategy
Marketing/Communications StrategyRachel Weatherly
 
Seo tutorial - seo recommendations - seo tips - practical seo
Seo tutorial - seo recommendations - seo tips - practical seoSeo tutorial - seo recommendations - seo tips - practical seo
Seo tutorial - seo recommendations - seo tips - practical seoNew Web Dimension
 

More Related Content

What's hot

How To Plan And Build A Successful Content Marketing Strategy
How To Plan And Build A Successful Content Marketing StrategyHow To Plan And Build A Successful Content Marketing Strategy
How To Plan And Build A Successful Content Marketing StrategyMichael Brenner
 
How to Build a Dynamic Social Media Plan
How to Build a Dynamic Social Media PlanHow to Build a Dynamic Social Media Plan
How to Build a Dynamic Social Media PlanPost Planner
 
Content strategy and content marketing
Content strategy and content marketingContent strategy and content marketing
Content strategy and content marketingPaul Jongeward
 
Content Strategy for Everything
Content Strategy for EverythingContent Strategy for Everything
Content Strategy for EverythingKristina Halvorson
 
Optimizing Your Content Marketing and Blog for Conversions
Optimizing Your Content Marketing and Blog for ConversionsOptimizing Your Content Marketing and Blog for Conversions
Optimizing Your Content Marketing and Blog for ConversionsKissmetrics on SlideShare
 
Creating A Social Media Strategy
Creating A Social Media StrategyCreating A Social Media Strategy
Creating A Social Media StrategyBrian Huonker
 
SEO Proposal Presentation
SEO Proposal PresentationSEO Proposal Presentation
SEO Proposal PresentationColton Miller
 
B2B Social Media Strategy by Kevin Espinosa of Caterpillar
B2B Social Media Strategy by Kevin Espinosa of CaterpillarB2B Social Media Strategy by Kevin Espinosa of Caterpillar
B2B Social Media Strategy by Kevin Espinosa of CaterpillarBMA Carolinas
 
Prospects of content writing as career
Prospects of content writing as careerProspects of content writing as career
Prospects of content writing as careerDipanwita Gupta
 
Content Planning Guide - Centerline Digital - Content Marketing - 100713
Content Planning Guide - Centerline Digital - Content Marketing - 100713Content Planning Guide - Centerline Digital - Content Marketing - 100713
Content Planning Guide - Centerline Digital - Content Marketing - 100713Centerline Digital
 
Demand Metric - Playbooks
Demand Metric - PlaybooksDemand Metric - Playbooks
Demand Metric - PlaybooksJesse Hopps
 
Example Content Strategy
Example Content Strategy Example Content Strategy
Example Content Strategy Arbell Noach
 
TCS: MORE Freakishly Effective Marketing Hacks From Traffic & Conversion Summit
TCS: MORE Freakishly Effective Marketing Hacks From Traffic & Conversion SummitTCS: MORE Freakishly Effective Marketing Hacks From Traffic & Conversion Summit
TCS: MORE Freakishly Effective Marketing Hacks From Traffic & Conversion SummitRoland Frasier
 
Digital Marketing Presentation
Digital Marketing PresentationDigital Marketing Presentation
Digital Marketing PresentationJohn Quirke
 
Content marketing strategy
Content marketing strategyContent marketing strategy
Content marketing strategykhan majid
 
What is a Go-to-Market Strategy & How to Create One
What is a Go-to-Market Strategy & How to Create OneWhat is a Go-to-Market Strategy & How to Create One
What is a Go-to-Market Strategy & How to Create OneCompellingPM
 
Search Engine Optimization 101 with Duane Forrester
Search Engine Optimization 101 with Duane ForresterSearch Engine Optimization 101 with Duane Forrester
Search Engine Optimization 101 with Duane ForresterStukent Inc.
 

What's hot (20)

How To Plan And Build A Successful Content Marketing Strategy
How To Plan And Build A Successful Content Marketing StrategyHow To Plan And Build A Successful Content Marketing Strategy
How To Plan And Build A Successful Content Marketing Strategy
 
How to Build a Dynamic Social Media Plan
How to Build a Dynamic Social Media PlanHow to Build a Dynamic Social Media Plan
How to Build a Dynamic Social Media Plan
 
Content strategy and content marketing
Content strategy and content marketingContent strategy and content marketing
Content strategy and content marketing
 
Content Strategy for Everything
Content Strategy for EverythingContent Strategy for Everything
Content Strategy for Everything
 
CRM Framework
CRM FrameworkCRM Framework
CRM Framework
 
Optimizing Your Content Marketing and Blog for Conversions
Optimizing Your Content Marketing and Blog for ConversionsOptimizing Your Content Marketing and Blog for Conversions
Optimizing Your Content Marketing and Blog for Conversions
 
Creating A Social Media Strategy
Creating A Social Media StrategyCreating A Social Media Strategy
Creating A Social Media Strategy
 
SEO Proposal Presentation
SEO Proposal PresentationSEO Proposal Presentation
SEO Proposal Presentation
 
B2B Social Media Strategy by Kevin Espinosa of Caterpillar
B2B Social Media Strategy by Kevin Espinosa of CaterpillarB2B Social Media Strategy by Kevin Espinosa of Caterpillar
B2B Social Media Strategy by Kevin Espinosa of Caterpillar
 
Prospects of content writing as career
Prospects of content writing as careerProspects of content writing as career
Prospects of content writing as career
 
Content Planning Guide - Centerline Digital - Content Marketing - 100713
Content Planning Guide - Centerline Digital - Content Marketing - 100713Content Planning Guide - Centerline Digital - Content Marketing - 100713
Content Planning Guide - Centerline Digital - Content Marketing - 100713
 
Demand Metric - Playbooks
Demand Metric - PlaybooksDemand Metric - Playbooks
Demand Metric - Playbooks
 
Example Content Strategy
Example Content Strategy Example Content Strategy
Example Content Strategy
 
Build your content strategy roadmap
Build your content strategy roadmapBuild your content strategy roadmap
Build your content strategy roadmap
 
TCS: MORE Freakishly Effective Marketing Hacks From Traffic & Conversion Summit
TCS: MORE Freakishly Effective Marketing Hacks From Traffic & Conversion SummitTCS: MORE Freakishly Effective Marketing Hacks From Traffic & Conversion Summit
TCS: MORE Freakishly Effective Marketing Hacks From Traffic & Conversion Summit
 
Digital Marketing Presentation
Digital Marketing PresentationDigital Marketing Presentation
Digital Marketing Presentation
 
Content marketing strategy
Content marketing strategyContent marketing strategy
Content marketing strategy
 
What is a Go-to-Market Strategy & How to Create One
What is a Go-to-Market Strategy & How to Create OneWhat is a Go-to-Market Strategy & How to Create One
What is a Go-to-Market Strategy & How to Create One
 
Search Engine Optimization 101 with Duane Forrester
Search Engine Optimization 101 with Duane ForresterSearch Engine Optimization 101 with Duane Forrester
Search Engine Optimization 101 with Duane Forrester
 
Technical seo
Technical seoTechnical seo
Technical seo
 

Similar to How to Conquer Content Chaos

#Howto do a content strategy
#Howto do a content strategy#Howto do a content strategy
#Howto do a content strategyEuronet srl
 
Goals, Guidelines, and Governance: How one association created a smart, susta...
Goals, Guidelines, and Governance: How one association created a smart, susta...Goals, Guidelines, and Governance: How one association created a smart, susta...
Goals, Guidelines, and Governance: How one association created a smart, susta...Hilary Marsh, Content Company, Inc.
 
Content Assess & Progress: How to identify high-impact content initiatives an...
Content Assess & Progress: How to identify high-impact content initiatives an...Content Assess & Progress: How to identify high-impact content initiatives an...
Content Assess & Progress: How to identify high-impact content initiatives an...Content Strategy Inc.
 
Growth Hacking Your Social Media
Growth Hacking Your Social MediaGrowth Hacking Your Social Media
Growth Hacking Your Social MediaImagine
 
Content Strategy for Non-Profits: Taking a Story First Approach
Content Strategy for Non-Profits: Taking a Story First ApproachContent Strategy for Non-Profits: Taking a Story First Approach
Content Strategy for Non-Profits: Taking a Story First ApproachAndrew Grinaker
 
Understanding the Business Value of Content Strategy (TUG Open House)
Understanding the Business Value of Content Strategy (TUG Open House)Understanding the Business Value of Content Strategy (TUG Open House)
Understanding the Business Value of Content Strategy (TUG Open House)Daniel Eizans
 
The Martec & Employer Brand Mason Webinars | Session 1 - Maximise the benefit...
The Martec & Employer Brand Mason Webinars | Session 1 - Maximise the benefit...The Martec & Employer Brand Mason Webinars | Session 1 - Maximise the benefit...
The Martec & Employer Brand Mason Webinars | Session 1 - Maximise the benefit...Daire Dalton
 
Blogging and Storytelling 201: Intermediate to Advanced Content Creation
Blogging and Storytelling 201: Intermediate to Advanced Content CreationBlogging and Storytelling 201: Intermediate to Advanced Content Creation
Blogging and Storytelling 201: Intermediate to Advanced Content CreationBrett Henley
 
Getting started with Content Strategy / Michele-Ann Jenkins
Getting started with Content Strategy / Michele-Ann JenkinsGetting started with Content Strategy / Michele-Ann Jenkins
Getting started with Content Strategy / Michele-Ann JenkinsABQLA_presentations
 
Content Drives eDM Engagement
 Content Drives eDM Engagement Content Drives eDM Engagement
Content Drives eDM EngagementDavid Barnes
 
Content Architecture: Planning, Designing, and Constructing the Perfect Piece...
Content Architecture: Planning, Designing, and Constructing the Perfect Piece...Content Architecture: Planning, Designing, and Constructing the Perfect Piece...
Content Architecture: Planning, Designing, and Constructing the Perfect Piece...DigitalSherpa
 
Collective 2016-workshop-2016-06-05-final
Collective 2016-workshop-2016-06-05-finalCollective 2016-workshop-2016-06-05-final
Collective 2016-workshop-2016-06-05-finalContent Strategy Inc.
 
Set up a content marketing strategy online
Set up a content marketing strategy onlineSet up a content marketing strategy online
Set up a content marketing strategy onlineAgence Tesla
 
The Art & Science of Content Marketing: From Strategy to Execution to Measure...
The Art & Science of Content Marketing: From Strategy to Execution to Measure...The Art & Science of Content Marketing: From Strategy to Execution to Measure...
The Art & Science of Content Marketing: From Strategy to Execution to Measure...Curata
 
Content strategy for information professionals: slides from LIKE
Content strategy for information professionals: slides from LIKEContent strategy for information professionals: slides from LIKE
Content strategy for information professionals: slides from LIKELauren Pope
 
Content Curation: Bringing Meaning to Chaos From Info360 2012
Content Curation: Bringing Meaning to Chaos From Info360 2012Content Curation: Bringing Meaning to Chaos From Info360 2012
Content Curation: Bringing Meaning to Chaos From Info360 2012Simple Marketing Now LLC
 

Similar to How to Conquer Content Chaos (20)

#Howto do a content strategy
#Howto do a content strategy#Howto do a content strategy
#Howto do a content strategy
 
Creating and executing a great content strategy
Creating and executing a great content strategyCreating and executing a great content strategy
Creating and executing a great content strategy
 
Workshop: Content audits - looking back to look forward
Workshop: Content audits - looking back to look forwardWorkshop: Content audits - looking back to look forward
Workshop: Content audits - looking back to look forward
 
Goals, Guidelines, and Governance: How one association created a smart, susta...
Goals, Guidelines, and Governance: How one association created a smart, susta...Goals, Guidelines, and Governance: How one association created a smart, susta...
Goals, Guidelines, and Governance: How one association created a smart, susta...
 
Content Assess & Progress: How to identify high-impact content initiatives an...
Content Assess & Progress: How to identify high-impact content initiatives an...Content Assess & Progress: How to identify high-impact content initiatives an...
Content Assess & Progress: How to identify high-impact content initiatives an...
 
Growth Hacking Your Social Media
Growth Hacking Your Social MediaGrowth Hacking Your Social Media
Growth Hacking Your Social Media
 
Content Strategy for Non-Profits: Taking a Story First Approach
Content Strategy for Non-Profits: Taking a Story First ApproachContent Strategy for Non-Profits: Taking a Story First Approach
Content Strategy for Non-Profits: Taking a Story First Approach
 
Understanding the Business Value of Content Strategy (TUG Open House)
Understanding the Business Value of Content Strategy (TUG Open House)Understanding the Business Value of Content Strategy (TUG Open House)
Understanding the Business Value of Content Strategy (TUG Open House)
 
The Martec & Employer Brand Mason Webinars | Session 1 - Maximise the benefit...
The Martec & Employer Brand Mason Webinars | Session 1 - Maximise the benefit...The Martec & Employer Brand Mason Webinars | Session 1 - Maximise the benefit...
The Martec & Employer Brand Mason Webinars | Session 1 - Maximise the benefit...
 
Blogging and Storytelling 201: Intermediate to Advanced Content Creation
Blogging and Storytelling 201: Intermediate to Advanced Content CreationBlogging and Storytelling 201: Intermediate to Advanced Content Creation
Blogging and Storytelling 201: Intermediate to Advanced Content Creation
 
Attract & Retain Members with Content Strategy
Attract & Retain Members with Content StrategyAttract & Retain Members with Content Strategy
Attract & Retain Members with Content Strategy
 
Getting started with Content Strategy / Michele-Ann Jenkins
Getting started with Content Strategy / Michele-Ann JenkinsGetting started with Content Strategy / Michele-Ann Jenkins
Getting started with Content Strategy / Michele-Ann Jenkins
 
Taming the Content Beast
Taming the Content BeastTaming the Content Beast
Taming the Content Beast
 
Content Drives eDM Engagement
 Content Drives eDM Engagement Content Drives eDM Engagement
Content Drives eDM Engagement
 
Content Architecture: Planning, Designing, and Constructing the Perfect Piece...
Content Architecture: Planning, Designing, and Constructing the Perfect Piece...Content Architecture: Planning, Designing, and Constructing the Perfect Piece...
Content Architecture: Planning, Designing, and Constructing the Perfect Piece...
 
Collective 2016-workshop-2016-06-05-final
Collective 2016-workshop-2016-06-05-finalCollective 2016-workshop-2016-06-05-final
Collective 2016-workshop-2016-06-05-final
 
Set up a content marketing strategy online
Set up a content marketing strategy onlineSet up a content marketing strategy online
Set up a content marketing strategy online
 
The Art & Science of Content Marketing: From Strategy to Execution to Measure...
The Art & Science of Content Marketing: From Strategy to Execution to Measure...The Art & Science of Content Marketing: From Strategy to Execution to Measure...
The Art & Science of Content Marketing: From Strategy to Execution to Measure...
 
Content strategy for information professionals: slides from LIKE
Content strategy for information professionals: slides from LIKEContent strategy for information professionals: slides from LIKE
Content strategy for information professionals: slides from LIKE
 
Content Curation: Bringing Meaning to Chaos From Info360 2012
Content Curation: Bringing Meaning to Chaos From Info360 2012Content Curation: Bringing Meaning to Chaos From Info360 2012
Content Curation: Bringing Meaning to Chaos From Info360 2012
 

More from Kristina Halvorson

The Truth About Content: Broken Dreams and the Big Fix
The Truth About Content: Broken Dreams and the Big FixThe Truth About Content: Broken Dreams and the Big Fix
The Truth About Content: Broken Dreams and the Big FixKristina Halvorson
 
Mission Possible: Stakeholder Alignment
Mission Possible: Stakeholder AlignmentMission Possible: Stakeholder Alignment
Mission Possible: Stakeholder AlignmentKristina Halvorson
 
Content Strategy 2015: Marketing, Mobile, and the Enterprise
Content Strategy 2015: Marketing, Mobile, and the EnterpriseContent Strategy 2015: Marketing, Mobile, and the Enterprise
Content Strategy 2015: Marketing, Mobile, and the EnterpriseKristina Halvorson
 
Content/Communication: Lavacon 2014
Content/Communication: Lavacon 2014Content/Communication: Lavacon 2014
Content/Communication: Lavacon 2014Kristina Halvorson
 
Go Home Marketing, You Are Drunk
Go Home Marketing, You Are DrunkGo Home Marketing, You Are Drunk
Go Home Marketing, You Are DrunkKristina Halvorson
 
Content Strategy: The Future of Marketing
Content Strategy: The Future of MarketingContent Strategy: The Future of Marketing
Content Strategy: The Future of MarketingKristina Halvorson
 

More from Kristina Halvorson (9)

Content vs. the Customer
Content vs. the CustomerContent vs. the Customer
Content vs. the Customer
 
The Truth About Content: Broken Dreams and the Big Fix
The Truth About Content: Broken Dreams and the Big FixThe Truth About Content: Broken Dreams and the Big Fix
The Truth About Content: Broken Dreams and the Big Fix
 
Mission Possible: Stakeholder Alignment
Mission Possible: Stakeholder AlignmentMission Possible: Stakeholder Alignment
Mission Possible: Stakeholder Alignment
 
Content Strategy 2015: Marketing, Mobile, and the Enterprise
Content Strategy 2015: Marketing, Mobile, and the EnterpriseContent Strategy 2015: Marketing, Mobile, and the Enterprise
Content Strategy 2015: Marketing, Mobile, and the Enterprise
 
Content/Communication: Lavacon 2014
Content/Communication: Lavacon 2014Content/Communication: Lavacon 2014
Content/Communication: Lavacon 2014
 
Go Home Marketing, You Are Drunk
Go Home Marketing, You Are DrunkGo Home Marketing, You Are Drunk
Go Home Marketing, You Are Drunk
 
A Content Strategy Roadmap
A Content Strategy RoadmapA Content Strategy Roadmap
A Content Strategy Roadmap
 
Content Strategy FTW
Content Strategy FTWContent Strategy FTW
Content Strategy FTW
 
Content Strategy: The Future of Marketing
Content Strategy: The Future of MarketingContent Strategy: The Future of Marketing
Content Strategy: The Future of Marketing
 

Recently uploaded

DNS-OARC 42: Is the DNS ready for IPv6? presentation by Geoff Huston
DNS-OARC 42: Is the DNS ready for IPv6? presentation by Geoff HustonDNS-OARC 42: Is the DNS ready for IPv6? presentation by Geoff Huston
DNS-OARC 42: Is the DNS ready for IPv6? presentation by Geoff HustonAPNIC
 
Regulation is Coming - Trusted Media Summit 2023
Regulation is Coming - Trusted Media Summit 2023Regulation is Coming - Trusted Media Summit 2023
Regulation is Coming - Trusted Media Summit 2023Damar Juniarto
 
Biometrics Technology Intresting PPT
Biometrics Technology Intresting PPTBiometrics Technology Intresting PPT
Biometrics Technology Intresting PPTPraveenKumarThota7
 
NANOG 90: 'BGP in 2023' presented by Geoff Huston
NANOG 90: 'BGP in 2023' presented by Geoff HustonNANOG 90: 'BGP in 2023' presented by Geoff Huston
NANOG 90: 'BGP in 2023' presented by Geoff HustonAPNIC
 
ConFoo 2024 - Sylius 2.0, top-notch eCommerce for customizable solution
ConFoo 2024 - Sylius 2.0, top-notch eCommerce for customizable solutionConFoo 2024 - Sylius 2.0, top-notch eCommerce for customizable solution
ConFoo 2024 - Sylius 2.0, top-notch eCommerce for customizable solutionŁukasz Chruściel
 
Elevate Your Business: Unleashing Collaboration and Efficiency through Expert...
Elevate Your Business: Unleashing Collaboration and Efficiency through Expert...Elevate Your Business: Unleashing Collaboration and Efficiency through Expert...
Elevate Your Business: Unleashing Collaboration and Efficiency through Expert...Prometix Pty Ltd
 
ConFoo 2024 - Need for Speed: Removing speed bumps in API Projects
ConFoo 2024  - Need for Speed: Removing speed bumps in API ProjectsConFoo 2024  - Need for Speed: Removing speed bumps in API Projects
ConFoo 2024 - Need for Speed: Removing speed bumps in API ProjectsŁukasz Chruściel
 

Recently uploaded (7)

DNS-OARC 42: Is the DNS ready for IPv6? presentation by Geoff Huston
DNS-OARC 42: Is the DNS ready for IPv6? presentation by Geoff HustonDNS-OARC 42: Is the DNS ready for IPv6? presentation by Geoff Huston
DNS-OARC 42: Is the DNS ready for IPv6? presentation by Geoff Huston
 
Regulation is Coming - Trusted Media Summit 2023
Regulation is Coming - Trusted Media Summit 2023Regulation is Coming - Trusted Media Summit 2023
Regulation is Coming - Trusted Media Summit 2023
 
Biometrics Technology Intresting PPT
Biometrics Technology Intresting PPTBiometrics Technology Intresting PPT
Biometrics Technology Intresting PPT
 
NANOG 90: 'BGP in 2023' presented by Geoff Huston
NANOG 90: 'BGP in 2023' presented by Geoff HustonNANOG 90: 'BGP in 2023' presented by Geoff Huston
NANOG 90: 'BGP in 2023' presented by Geoff Huston
 
ConFoo 2024 - Sylius 2.0, top-notch eCommerce for customizable solution
ConFoo 2024 - Sylius 2.0, top-notch eCommerce for customizable solutionConFoo 2024 - Sylius 2.0, top-notch eCommerce for customizable solution
ConFoo 2024 - Sylius 2.0, top-notch eCommerce for customizable solution
 
Elevate Your Business: Unleashing Collaboration and Efficiency through Expert...
Elevate Your Business: Unleashing Collaboration and Efficiency through Expert...Elevate Your Business: Unleashing Collaboration and Efficiency through Expert...
Elevate Your Business: Unleashing Collaboration and Efficiency through Expert...
 
ConFoo 2024 - Need for Speed: Removing speed bumps in API Projects
ConFoo 2024  - Need for Speed: Removing speed bumps in API ProjectsConFoo 2024  - Need for Speed: Removing speed bumps in API Projects
ConFoo 2024 - Need for Speed: Removing speed bumps in API Projects
 

How to Conquer Content Chaos

  • 1. 1 How To Conquer Content Chaos Kristina Halvorson CEO, Brain Traffic @halvorson @halvorson • #contentchaos
  • 3. YOU HAVE DONE all THE THINGS!
  • 4. @halvorson • #contentchaos Document your content marketing mission Create target audience personas Plan your content mix Design the content creation process Create an editorial calendar Make a plan for distribution Measure ROI https://blog.hubspot.com/marketing/documenting-content-marketing-strategy
  • 5. Mah boss says we need to be makin’ more content but he cain’t say why. Ah got a whole ton o’ content but it’s a gosh- durned mess. Mah new content marketing platform got the devil in it. Ah cain’t get nobody to write no stinkin’ blog posts. We ain’t gettin’ no decent engagement from nobody.
  • 6. @halvorson • #contentchaos what am I doing wrong with content marketing
  • 7. @halvorson • #contentchaos You haven’t refined your strategy. You don’t spend enough. You aren’t promoting enough. Your content doesn’t provide value. You’re not competitive in your niche. Your competitor produces much more content. You’re impatient. You need to improve your SEO. Your expectations are too high. You’re not having enough fun. https://neilpatel.com/blog/content-isnt-working-for-you/
  • 9. @halvorson • #contentchaos how to improve content marketing
  • 16. = $4
  • 17. Content strategy to the rescue! neigh! yes also what do you mean by “content strategy”
  • 19. © Brain Traffic 2019 • Who is our audience? • What informa3on do they want? • What do they need? • What’s our voice and tone? • How will our content be designed? • What are the touchpoints for our user journeys? • How will our content appear on different pla?orms? • What is our workflow? • What are the required roles? • What are our policies and guidelines? • What tools will we use? • How will our content be organized? • What taxonomies are being used? • How is our structure affec3ng voice, AI, search results?
  • 21. GOAL = The reason we’ll do it PLAN = What we’ll do
  • 22. GOAL = Where we’re going PLAN = How we’ll get there
  • 23. GOAL = Where we’re going PLAN = How we’ll get there DESTINATION ROADMAP
  • 30. You have to know where you are now before you can figure out how to get where you want to go.
  • 32. hQps://slideplayer.com/slide/16775505/ “A good diagnosis simplifies the often overwhelming complexity of reality by identifying certain aspects of the situation as critical.”
  • 33. What’s going on here? What’s going on here? What’s going on here?What’s going on here?
  • 35. 1. Assess your principles and priorities 2. Map your content ecosystem 3. Prioritize critical issues 4. Engage the business
  • 36. @halvorson • #contentchaos “A principle is a fundamental truth or proposi[on that serves as the founda[on for a system of belief or behavior or for a chain of reasoning. - Dictionary.com
  • 37. Content marketing is good and we are going to invest in it.
  • 38. We deliver engaging, valuable content for our customers! We want to be the leading source of trustworthy informa[on in our industry! We’re fully invested in content marke[ng!
  • 39. The more content we publish, the more successful we look. The more followers and clicks we get, the more successful we feel. Our content is mostly for us.
  • 40. Get stuff out in the open.
  • 41. @halvorson • #contentchaos Conversa-on #1: “What’s really going on here?” 1. Hand out the s[cky notes. 2. Ask: “Why do we have a content marke[ng func[on/program?” Post notes. Discuss. 3. Now ask: “What largely influences the decisions you make about content marke[ng?” Post notes. Discuss.
  • 42. @halvorson • #contentchaos Conversa-on #2: “What principles do we want to act on?” 1. Hand out the s[cky notes. 2. Ask: “When we share content, how should the business benefit?” 3. Ask: “When we share content, how should our audiences benefit?” 4. Ask: “What should drive our day-to-day decision making process?” 5. Post all notes. Discuss. 6. Work in pairs to drad 3-5 principle statements. Then pair up pairs to combine/ edit. Finally, work together to drad your team’s charter.
  • 43. Principles You Can Steal Our content will provide known value to our target audience. Our content will adhere to our organization’s values. Our content marketing activities will be measured in the context of functional business goals.
  • 44. 1. Assess your principles and priorities 2. Map your content ecosystem 3. Prioritize critical issues 4. Engage the business
  • 45. Do a content audit Do a content audit Do a content audit Do a content audit Do a content audit gosh durnit
  • 47. What’s going on here? What’s going on here? What’s going on here?What’s going on here?
  • 49. @halvorson • #contentchaos “Having a picture of your content reality makes it easier to talk about with others. It’s also a way to stop feeling so overwhelmed. At many organiza[ons, the only complete picture of their content reality exists inside a single person’s head. That’s a lot of pressure! – Scott Kubie, An Introduction to Content Ecosystem Maps
  • 50. @halvorson • #contentchaos How to Create a Content Ecosystem Map • Step 1: List out all the stuff in your content ecosystem that readily comes to mind. • Step 2: Place a few key concepts on a canvas and draw arrows between them. • Step 3: Define rela[onships by labeling the arrows. • Step 4: Refine and fill in details un[l it looks true and reasonably comprehensive. https://www.braintraffic.com/blog/an-introduction-to-content-ecosystem-maps
  • 51. @halvorson • #contentchaos What kind of stuff should you list? • Channels: social media accounts, email newsleQers, (temporary) microsites, blogs, in-product no[fica[ons • Content types: tweets, posts, PDFs, how-to videos, press releases • Technology: CMS, DAM, tools, media hos[ng plakorms • Workflows and processes: content produc[on, project intake, editorial, reviews, opera[onal mee[ngs • Standards and policies: style guides, content strategy statements, organiza[onal vision and mission statements, security and privacy policies • Products, brands, and services https://www.braintraffic.com/blog/what-to-include-in-a-content-ecosystem-map
  • 52. @halvorson • #contentchaos Most importantly: PEOPLE • Roles: typically internal posi[ons and responsibili[es • Teams: groups of people with similar interests (e.g. formal teams by department, or groups like “execu[ve stakeholders” or “faculty members”) • Audiences: groups of people—internal or external—who are interested in a par[cular topic or channel https://www.braintraffic.com/blog/what-to-include-in-a-content-ecosystem-map
  • 53. @halvorson • #contentchaos “How you think about and categorize your audiences can be extremely revealing. As a content strategist, I prefer the lens of audience as opposed to, say, customer or persona or market … Thinking about the audiences for your channels discretely from the customers for your products tends to be a more truthful map of your content reality. – Scott Kubie, What to Include in a Content Ecosystem Map
  • 59. Holy crap, now what are we supposed to do?
  • 60. @halvorson • #contentchaos This map is an ongoing tool for reference, analysis, and planning. • Get alignment. Use your map as a tool to agree on what to call things, who owns what, and where there’s ambiguity. • Brainstorm what’s next. Use your map to inspire a collec[ve brain dump about where challenges and opportuni[es lie. • Reinforce reality. Use your map in mee[ngs to remind people of what truly exists (and how complicated things have become). • Model upcoming changes. Make a copy and start moving parts and pieces around to demonstrate where you want to be. https://www.braintraffic.com/blog/an-introduction-to-content-ecosystem-maps
  • 61. 1. Assess your principles and priorities 2. Map your content ecosystem 3. Prioritize critical issues 4. Engage the business
  • 66. New CS.com look/feel/purpose New show art/music New show intro/outro Unique Twitter cards for each episode Get podcast on new podcast catchers (Spotify, Pandora, etc.) Add resources to older episodes Add tagging structure to episodes Collect podcast testimonials and add to site Sound-proof recording room (Scott) Turn existing community content on site into a BT blog post Look in to Overcast for promotion Research options to optimize show ranking New BT services/workshops Add KH/SK bios Add KH/MC/SK books Add tags/categories and/or IA structure to blog Beef up blog author tag pages with bios/links Update quotes on home page Update photos Incorporate mailing list CTA throughout site Incorporate Google conversion tracking in new workshop registration system Begin tracking/optimizing conversions Begin quarterly editorial review meetings Update marketing calendar with evergreen content (Twitter/LinkedIn) Segment mailing lists Workshop promos BT services Begin publishing older blogs as posts on LinkedIn Optimize LinkedIn posts (custom URLs, CTAs) Research CRM/marketing automation options Re-optimize top ranking blog posts (for snippets, questions, images, etc.) Repackage/repurpose existing content (ecosystem mapping, Confab talks, podcast transcripts, etc.) Quarterly webinars Annual eBook/report Develop reusable project plan with year-round milestones Create reusable content inventory for site copy Incorporate Google conversion tracking in new Confab registration system Begin tracking/optimizing conversions Update sponsorships page with testimonials Sponsor video – testimonials/logistics Attendee videos (what’s Confab like, convince your boss, etc.) Backfill old Confab events into new past events page format Review Newfangled lead gen resources Research CRM/marketing automation options Test LinkedIn advertising Accessibility/usability health checks on all sites (Scott) Documented BT/Confab style guides Clean up/organize Gather tickets Make a media mentions list for KH/SK Integrated marketing calendar Build email lists / rethink lead generation BT mailing list (Mailchimp) Confab mailing list (Mailchimp) Confab attendees (Swoogo) Workshop attendees (Swoogo) Client leads Workshop leads Research behavioral tracking for websites
  • 69. It is time to conquer the content chaos.
  • 71. @halvorson • #contentchaos Meaningful change requires boring analysis. STEP 1: Categorize challenges and opportuni[es. STEP 2: Document dependencies. STEP 3: Priori[ze ac[vi[es. STEP 4: Set milestones and build your plan.
  • 72. Importance Very high High Important to some Moderate to low Time Needed A lot Some Not much Unknown Cost Expensive Mid-range Cheap Unknown Feasibility Probably will work 50/50 chance Probably won’t work Uncertain Desirability Highly desirable Worth a try Undesirable Unknown Urgency High Medium Low Unknown Viability High growth poten[al Can sustain Likely temporary Unknown SensiEvity Explosive Can work with Neutral Unkown Step #1: Categorize challenges and opportuni[es A Facilitator’s Guide to Participatory Decision-Making, Sam Kaner et al
  • 73. THING TO FIX WHAT WE HAVE WHAT WE’D NEED NOTES Blog post metadata • Content inventory with metadata • New templates • Keyword plan • 80 writing hours • Keyword plan not due until Q2 • Move around $ for writer Analy[cs reports • ALL THE DATA • 3rd party input on meaningful metrics • This is going to upset some folks, need to socialize first Rogue social media channels • Content ecosystem map • Identify channel owners • Need point-of-contact to manage missing passwords etc. Podcast • A terrible boring host • A new host • What happens if we just shut this down for now? Step #2: Document Dependencies A Facilitator’s Guide to Participatory Decision-Making, Sam Kaner et al
  • 74. IDEA TO TRY WHAT WE HAVE WHAT WE’D NEED NOTES Webinars • Past conference talks • Workshop material • Technology platform • Producer • Registration system • Several customer requests in Q2 • Proposed budget due x/ xx Repurpose old posts • Analytics on popular posts • Editorial services to refresh • Full audit of old posts by topic, author, timeliness • New artwork • Need outside resource to complete audit LinkedIn publishing • Four motivated authors • Editorial calendar and alignment • Need to clarify ownership and accountability of process Podcast • A lot of really interesting friends and contacts • Sponsorship packages • Podcast setup • Need documented POV prior to moving forward with discussion Step #2: Document Dependencies A Facilitator’s Guide to Participatory Decision-Making, Sam Kaner et al
  • 75. 75 Non-negotiable Nice to have Someday maybe Step #3: Priori[ze
  • 76. EVALUATION RESEARCH ALIGNMENT DELIVERABLES MILESTONES • Is it working? • What needs to improve? • What questions do we need to answer to succeed? • Who do we need to talk to? • What methods will we use to answer our questions? • How will we present our findings? • How will we share out our findings? • Who needs to be on board? • Who will be our ongoing champion? • How will we keep people informed? • What artifacts do we need to help make and document decisions? • What tools will we use to create or manage these artifacts? • Who will own and keep these artifacts updated? • What dates are we targeting for launch, change, or completion? • What happens if we miss this milestone? • What happens after we reach it? • Who is authorized to move or change this milestone?
  • 77. @halvorson • #contentchaos What goes on your roadmap? • Key iniEaEves: What do you want to launch, change, or complete? • Milestones: What events will mark your progress? • AcEviEes and arEfacts: What do people need to do, make, and decide to move things along? • Dependencies: What needs to happen in what order—or what needs to be acquired—in order for you to succeed? • Ownership: Who is responsible for required ac[vi[es and outcomes in your ini[a[ve?
  • 78. 1. Assess your principles and priorities 2. Map your content ecosystem 3. Prioritize critical issues 4. Engage the business
  • 85. Don't just build the case for content marketing. Build the case to do it RIGHT.
  • 92. 1. Assess your principles and priorities 2. Map your content ecosystem 3. Prioritize critical issues 4. Engage the business
  • 93. Before we part… I couldn’t find another place for this amazing photo so here it is.
  • 94. @halvorson • #contentchaos “ As a discipline, content strategy is new; it’s only become a focal point inside most enterprise orgs over the last few years. It’s also been made to seem incredibly complicated. Go to most analyst conferences, and you’re inundated with content strategy frameworks that feature 30 different boxes and arrows, and it all threatens to induce a mild panic attack. Most teams just give up and say, “Screw it. Let’s just post some stuff to our blog and social channels and see what happens.” It’s the biggest problem most content marketing teams face. And it’s killing the industry. https://contently.com/2019/07/19/content-strategy-video-course-youve-been-waiting-for/
  • 95. You are not stupid.
  • 98. Let's discuss principles. I'll schedule a series of working sessions for ecosystem mapping. Do a content audit I’ll let key stakeholders know we’re starting this process. I’ll compile a list of everything we’ve talked about doing for months. AH’M READY!
  • 99. Thanks, y’all! Twitter: @havorson Newsletter: BrainTraffic.com/mailing-list Workshops: BrainTraffic.com/workshops • Seattle - November 12 • Atlanta - February 4 • Philadelphia - March 3 Conference: ConfabEvents.com - May 2020