Content Strategy: A Framework for Marketing Success

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Content Strategy: A Framework for Marketing Success

  1. 1. Content StrategyA Framework for Marketing Success
  2. 2. Content Strategyhttp://www.slideshare.net/lauracreekmore
  3. 3. Marketing Todayhttp://www.flickr.com/photos/torley/ http://www.flickr.com/photos/barnerphotography/
  4. 4. Marketing Todayhttp://www.flickr.com/photos/dan_culleton/
  5. 5. Marketing Today =http://www.flickr.com/photos/dan_culleton/
  6. 6. Marketing Today =http://www.flickr.com/photos/dan_culleton/
  7. 7. Marketing Todayhttp://www.flickr.com/photos/torley/ http://www.flickr.com/photos/barnerphotography/
  8. 8. Marketing Todayhttp://www.flickr.com/photos/torley/ http://www.flickr.com/photos/barnerphotography/
  9. 9. Marketing Todayhttp://www.flickr.com/photos/torley/ http://www.flickr.com/photos/barnerphotography/
  10. 10. Marketing Todayhttp://www.flickr.com/photos/torley/ http://www.flickr.com/photos/barnerphotography/
  11. 11. Marketing Todayhttp://www.flickr.com/photos/quinnanya/ This.
  12. 12. Marketing Todayhttp://www.flickr.com/photos/wwarby/
  13. 13. Marketing Today Avoid HiPPO[p]* work *Highest Paid Person’s Opinion prevailshttp://www.flickr.com/photos/wwarby/
  14. 14. What Is Content Strategy?Content strategy helps youmake decisions based onyour business needs.
  15. 15. What Is Content Strategy?It’s a mindset.
  16. 16. Why Content Strategy?How most businesses view content: Photo by http://www.flickr.com/photos/wordridden/
  17. 17. Why Content Strategy?Here’s what they’re worried it will get a hold of: Photo by http://www.flickr.com/photos/37815348@N00/
  18. 18. Why Content Strategy?Instead...
  19. 19. Why Content Strategy?What if we think of content like this? Photo by http://www.flickr.com/photos/37815348@N00/
  20. 20. Why Content Strategy?Your contentis abusiness asset.(What if we treat it like one?)
  21. 21. What does that mean?Content has tocome second.(Business goals first.)
  22. 22. Why Content Strategy?Otherwise, you’re back to this scenario. Photo by http://www.flickr.com/photos/wordridden/
  23. 23. But I’m Not in the Content Business: Rebuttal “Embrace that you are a publisher.” — Ann Handley, Chief Content Officer at MarketingProfs “The one with the most engaging content wins.” — Joe Pulizzi, Junta 42 and Content Marketing Institute
  24. 24. Content Strategy, Step by Step The Diagnosis •Inventory •Analyze The Cure •Identify sources •Optimize tools •Define process
  25. 25. Step by Step, Diagnosis: Inventory•You’re going to need a spreadsheet.•List everything you’ve got.•No, everything.•Yes, that too.
  26. 26. Step by Step, Diagnosis: Inventory
  27. 27. Step by Step, Diagnosis: Inventory•For a comprehensive inventory, list content from all channels.•Capture process too.•Site crawlers can be helpful.•Check your CMS for useful functionality.•Even on a small project, you’ll start to see issues at this point.
  28. 28. Step by Step, Diagnosis: AnalyzeWhat you’re looking for:•ROT: Redundant, out-dated, trivial content•Unclear/inaccurate messaging•Signs of inefficient process: Creating similar content repeatedly•Gaps: What’s missing?
  29. 29. Step by Step, Diagnosis: AnalyzeFor instance:•Identify types of content•Note characteristics of content•Group like items•Look at the website and the backend UXs
  30. 30. Step by Step, Diagnosis: Analyze•Identify types of content
  31. 31. Step by Step, Diagnosis: Analyze•Note characteristics Headline [Character limit?] Copy with links [Char limit?] Image [Size?]
  32. 32. Step by Step, Diagnosis: Analyze•Group like items
  33. 33. Step by Step, Diagnosis: Analyze•Group like items
  34. 34. Step by Step, Diagnosis: AnalyzeReview the website and the backend UXs•See through your user’s eyes•See through your editor’s eyes
  35. 35. Step by Step, Diagnosis: Analyze•Is your site navigation the same as your org chart?
  36. 36. Step by Step, Diagnosis: Analyze•Is your site navigation the same as your org chart?ur doin it wrong
  37. 37. Step by Step, Diagnosis: AnalyzeDoes your back-end system work for you?
  38. 38. Step by Step, Diagnosis: AnalyzeDoes your back-end system work for you?•Metadata: Information about your content Title KeywordsCreation Date Section Creator ID CategoriesCharacter limit Image URL Body
  39. 39. Step by Step, Diagnosis: AnalyzeDoes your back-end system work for you?•Taxonomy: Hierarchy of contentHome >Business >>Nashville business >>Relocating business >Job Seekers >Tourists
  40. 40. Step by Step, Cure: Identify SourcesWho can help? Photo by http://www.flickr.com/photos/rhysasplundh/
  41. 41. Step by Step, Cure: Identify SourcesWho can help? Photo by http://www.flickr.com/photos/rhysasplundh/
  42. 42. Step by Step, Cure: Identify SourcesWho can help? Photo by http://www.flickr.com/photos/rhysasplundh/
  43. 43. Step by Step, Cure: Identify SourcesWho can help? Photo by http://www.flickr.com/photos/rhysasplundh/
  44. 44. Step by Step, Cure: Identify SourcesWho can help? Photo by http://www.flickr.com/photos/rhysasplundh/
  45. 45. Step by Step, Cure: Optimize Tools•Get the technology right•Simple = Often better•Metadata and taxonomy are your friends•Create once, use repeatedly
  46. 46. Step by Step, Cure: Define ProcessDon’tover-process.
  47. 47. The Final StepPlan for Day 2. With credit to Jeffrey MacIntyre
  48. 48. Content Strategy: Changing Life for the Betterhttp://www.flickr.com/photos/dan_culleton/
  49. 49. Content Strategy: Changing Life for the Better ?http://www.flickr.com/photos/dan_culleton/
  50. 50. Content Strategy: Changing Life for the Better •Mindset ? •Toolshttp://www.flickr.com/photos/dan_culleton/
  51. 51. ResourcesContent Strategy•Content Strategy for the Web | Kristina Halvorson•The Elements of Content Strategy | Erin KissaneInformation Architecture and User Experience [UX] Design•Don’t Make Me Think | Steve Krug•The Elements of User Experience | Jesse James Garrett•Search Patterns: Design for Discovery | Peter Morville and Jeffrey Callender•Information Architecture for the World Wide Web | Peter Morville and Louis RosenfeldWriting•Letting Go of the Words | Ginny Redish•Content Rules | Ann Handley, C.C. Chapman and David Meerman Scott•The Yahoo! Style Guide
  52. 52. Talk to MeLaura CreekmoreCreek Contenthttp://creekcontent.com@lauracreekmorelaura@creekcontent.com

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