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Michael Brenner
Head of Strategy
NewsCred
@BrennerMichael
How To Build
Your Content Marketing Strategy
Slides: slideshare.net/michaelbrenner
Agenda
• The key factors for content marketing success
• The core components of a content marketing strategy
• How to utilize content across the buyer journey
• Companies doing it right
Just 3 Things . . .
The world has changed.
Most content stinks.
Attract people through stories they love.
Content marketing trends
9
Content today must
compete with pictures of babies
and kittens.
We tune
out the noise.
WHAT IS GOING ON?
@BrennerMichael
“We need to stop interrupting what
people are interested in and give people
what they are interested in.
”
The Promise of Content Marketing:
To earn your audience . . .
. . . versus buying it!
Content Marketing is all the marketing
that’s left!
Seth Godin, 2008
”
“
Content Marketing
Success
Building a Successful
Content Strategy
Companies Doing It Right
Utilizing Content Across
the Buyer Journey
2
“The buyer journey is nothing more than
a series of questions that must be
answered.
- IDC -
”
Awareness Consideration Preference
Online Communities
Search Engines
eBooks
Email Newsletters
Editorial Articles
White Papers
Podcasts
Case Studies
Online Videos
Webcasts
Virtual Trade Shows
Product Literature
Trial Software
Online Vendor Demos
Begin
decision
process
Make
decision
Identify
business
problem Establish
requirements
/ build RFP
Align IT with
business
objectives
Explore
technology
options
Research
solutions
Determine
solution
strategy Assess ROI
Research
products/
vendors
Build
short
list
Ann Handley: “Take your brand out of the story. . .
. . .Make your customers the hero.”
Our Natural Instinct
Content
Marketing
What Brands
Wants To Talk
About
What
Customers
Actually Want
Charity
How brands can become consumed with their
story, not their customers.
Unique Point of View Trap
Key Factors To Content Marketing Success:
1. Documented content strategy and mission statement
2. Have someone accountable for content
3. Consistently publish quality content
4. Map content to consumer journey
5. Balance Paid, Owned, and Earned Media
6. Focus on Content Subscribers
7. Track Content Marketing ROI
Give Yourself a Grade . .
Best Practice R Y G
Have a documented content strategy?
Have someone managing content
Content hub maps to the consumer journey
Publishing quality, volume and variety
Social activation of content
Paid distribution
Focus on Content Subscriptions
Measurement template / ROI defined
Overall:
D
Content Marketing
Success
Building a Successful
Content Strategy
Companies Doing It Right
Utilizing Content Across
the Buyer Journey
SAP Case Study
How Many People
Are Searching For
Us vs. Asking Early-
Stage Questions
Cluster Brand?
Total Monthly
Searches (est.)
Analytics Brand 458
3000x
Analytics Non-Brand 1,520,761
Cloud Brand 398
1000x
Cloud Non-Brand 578,460
Data Brand 28,884
17x
Data Non-Brand 470,967
Mobility Brand 12,488
28x
Mobility Non-Brand 345,598
BI Brand 532,486
-2x
BI Non-Brand 277,156
CRM/Sales Brand 156,028
40x
CRM/Sales Non-Brand 6,313,329
ERP Brand 777,092
-2x
ERP Non-Brand 324,595
HCM Brand 55,536
7x
HCM Non-Brand 379,954
Accounting. Finance Brand 30,497
24x
Accounting. Finance Non-Brand 720,493
TOTAL Brand 1,688,883
13x
TOTAL Non-Brand 13,616,715
Were Any of These “Early-stage” Prospects Finding
Us?
Late-Stage Content
66%
Early-Stage
Content
6%
Middle-Stage Content
28%
Why Weren’t They Finding
Us?
Business Innovation (launched March 27, 2012)
A“Content Hub” to attract engaged visitors instead of buying them
To help businesses
leaders grow through
technology and
innovation.
To reach and convert
leads we would have
never seen!
http://blogs.sap.com/innovation
Organic and Social: Up and to the Right
0
5,000
10,000
15,000
20,000
25,000
30,000
35,000
UniqueVisitors
Traffic from Organic, Social & Referrals
Key Factors To Content Marketing Success:
1. Documented content strategy and mission statement
2. Have someone accountable for content
3. Consistently publish quality content
4. Map content to consumer journey
5. Balance Paid, Owned, and Earned Media
6. Focus on Content Subscribers
7. Track Content Marketing ROI
Why is it Important to Have a Documented
Content Marketing Strategy?
Source: CMI
Content Marketing Mission Statement
AmEx Open Forum Mission:
“Help Small Businesses
Do More Business.”
Outcome:
The largest source of
inbound leads.
What Is Your Content Marketing Mission Statement?
Become a (premier?) destination
for [target audience]
interested in [topics]
to help them [customer value].
Steps To Crafting a Content Strategy
Discovery
Destination +
Branding
Roles +
Resp.
Editorial
Strategy
Distribution
Measure +
Optimize
• Current State
• Audience
• Objective
• Mission
• Budget
• Branding
• Destination
• Structure
• Partners
• Agency
• You
• Topics
• Types
• Sources
• SEO
• Organic
• Paid
• Owned
• Earned
• Email
• KPIs
• Template
• Cadence
• Optimize
Show me the money!
3 Components of Content Marketing ROI
1. Cost 2. Utilization 3. Performance
Content Marketing Hubs are a digital asset (with an LTV and ROI)
60-70% of Marketing Content
Goes Completely Unused.
*Sirius Decisions
Behind every piece
of bad content
is an executive
who asked for it.
TWEET THIS!
Conduct A Content Audit
• Content Type
• Audience / Target
• Buyer Stage
• Primary Destination
• Performance
Building the Content Marketing Business Case
1. Reach early
stage buyers
2. Engage new buyers
with your brand
3. Conversions you would
have never reached
Building The Business Case
1. Reach early stage buyers
• Fair “Share of Conversation”
• % Unbranded Search traffic on your website
• Banner effectiveness at driving brand visits
• Cost of advertising / search landing pages with low organic and social traffic
• Cost of organic and social website traffic vs. paid
2. Engage new buyers with your brand
• Time spent, Bounce rate on content vs. advertising landing pages
• Cost / Repeat visits, Time engaged with your brand
• Subscribers, value per subscriber
3. Conversions you would have never reached
• Cost per lead, Pipeline touched, Cost per registration (content or events), Cost per sale
• Content % source of leads
• ROI vs. Avg. Marketing ROI
Destination and Branding
1. On Domain vs. Off?
2. Heavily Branded vs. Lightly Branded?
Even Great Content Needs a Push
The average Hollywood movie spends 50-60% of production budget on distribution.
Define Key Measures and Targets
Download this template now!
Casper’s Van
Winkles
• Effortlessly combines
national housing news with
articles on inspirational
interior design, celebrity
homes and company
updates.
• Up to 6 new posts per day
• Distribution and large
audiences across Facebook,
Pinterest, Instagram, Twitter
and Google+
Casper’s Van
Winkles
Content Marketing
Success
Building a Successful
Content Strategy
Companies Doing It Right
Utilizing Content Across
the Buyer Journey
What Are We Going to Write About?
Reach, Engage and Convert
the Right People.
Early-stage Searches
What? And Why?
Middle-stage
How?
Brand Searches
Who?
How Much?
Search/SocialVolume
What is Content Marketing?
Why is it important?
(10-3000 X)
How Do I Create Great
Content
(2-10 X)
Who’s the best
Content Marketing
Platform?
Publishers Publish Everyday on Each Topic
• Traffic AND Conversion goes up with volume
• Diminishing return? (see below)
A few times
a year
1-2X per
month
< monthly 1-2X per
week
1 per day More than
1 per day
Xyz Early Xyz
Late Xyz Xyz
Persona Questions/Concerns
Xyz
Middle Xyz Xyz
Keywords
Xyz Early Xyz
Late Xyz Xyz
Persona Questions/Concerns
Xyz
Middle Xyz Xyz
Keywords
Stage
Stage
Research Keywords, Then Filter By Personas
Utilize the Right Mix of Content
Custom Content
Share on-brand stories and recipes which are
created specifically for your brand.
Community Content
Leverage content from customers, employees,
influencers that grows and engages your
community.
Licensed Content
Boost credibility, publishing cadence, and direct
traffic with a high-volume of fully-licensed,
compliant content.
Content Mix (Monthly Average)
Licensed Custom
Social
Custom
Content
20%
User /
Employee
50%
Licensed
Content
30%
Atomize Your Best Content
Content Marketing
Success
Building a Successful
Content Strategy
Companies Doing It Right
Utilizing Content Across
the Buyer Journey
Brands need to take the phrase
‘acting like a publisher’ literally.
”
“
Dietrich Mateschitz
Founder + CEO, Red Bull
BufferApp Blog
Lesson for Brands:
Think bigger than yourself and
what you sell. Help people
with their biggest problems
and you will earn their
attention.
CapGemini
Content-Loop.com
• Licensed content on Linked Sponsored
updates
• Drives to branded Content Loop
• Offers to deeper content
• Recommendations to connect with
experts
Results:
~1M visitors / year
+ 3K new LinkedIn followers per week
+ High Quality Leads
+ Sales / ROI
Maersk
• Amazing photos that appeal to their
audience
• Thousands of likes per post
• Massive Brand Engagement, Loyalty
GE:
Science Vines
Focused on Brand Mission:
Delivering Innovation
to the world
Wistia Videos
• Engaging How To Videos
• Strong Call To Action
• Content = New Subscribers
Key Factors To Content Marketing Success:
1. Documented content strategy and mission statement
2. Have someone accountable for content
3. Consistently publish quality content
4. Map content to consumer journey
5. Balance Paid, Owned, and Earned Media
6. Focus on Content Subscribers
7. Track Content Marketing ROI
Steps To Crafting a Content Strategy
Discovery
Destination +
Branding
Roles +
Resp.
Editorial
Strategy
Distribution
Measure +
Optimize
• Current State
• Audience
• Objective
• Mission
• Budget
• Branding
• Destination
• Structure
• Partners
• Agency
• You
• Topics
• Types
• Sources
• SEO
• Organic
• Paid
• Owned
• Earned
• Email
• KPIs
• Template
• Cadence
• Optimize
3 Tips For Content That Converts:
1. Less promotion.
2. Answer your customer questions.
3. Focus on subscriptions and CTA.
Your audience wants stories.
Created just for them.
Will you give it to them?
Michael.Brenner@NewsCred.com
@BrennerMichael
Slideshare.net/michaelbrenner

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How To Build Your Own Content Marketing Plan

  • 1. Michael Brenner Head of Strategy NewsCred @BrennerMichael How To Build Your Content Marketing Strategy Slides: slideshare.net/michaelbrenner
  • 2. Agenda • The key factors for content marketing success • The core components of a content marketing strategy • How to utilize content across the buyer journey • Companies doing it right
  • 3. Just 3 Things . . . The world has changed. Most content stinks. Attract people through stories they love.
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  • 10. Content today must compete with pictures of babies and kittens.
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  • 13. We tune out the noise.
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  • 16. WHAT IS GOING ON? @BrennerMichael
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  • 18. “We need to stop interrupting what people are interested in and give people what they are interested in. ”
  • 19. The Promise of Content Marketing: To earn your audience . . . . . . versus buying it!
  • 20.
  • 21. Content Marketing is all the marketing that’s left! Seth Godin, 2008 ” “
  • 22. Content Marketing Success Building a Successful Content Strategy Companies Doing It Right Utilizing Content Across the Buyer Journey
  • 23. 2
  • 24. “The buyer journey is nothing more than a series of questions that must be answered. - IDC - ”
  • 25. Awareness Consideration Preference Online Communities Search Engines eBooks Email Newsletters Editorial Articles White Papers Podcasts Case Studies Online Videos Webcasts Virtual Trade Shows Product Literature Trial Software Online Vendor Demos Begin decision process Make decision Identify business problem Establish requirements / build RFP Align IT with business objectives Explore technology options Research solutions Determine solution strategy Assess ROI Research products/ vendors Build short list
  • 26. Ann Handley: “Take your brand out of the story. . . . . .Make your customers the hero.” Our Natural Instinct Content Marketing What Brands Wants To Talk About What Customers Actually Want Charity
  • 27. How brands can become consumed with their story, not their customers. Unique Point of View Trap
  • 28. Key Factors To Content Marketing Success: 1. Documented content strategy and mission statement 2. Have someone accountable for content 3. Consistently publish quality content 4. Map content to consumer journey 5. Balance Paid, Owned, and Earned Media 6. Focus on Content Subscribers 7. Track Content Marketing ROI
  • 29. Give Yourself a Grade . . Best Practice R Y G Have a documented content strategy? Have someone managing content Content hub maps to the consumer journey Publishing quality, volume and variety Social activation of content Paid distribution Focus on Content Subscriptions Measurement template / ROI defined Overall: D
  • 30. Content Marketing Success Building a Successful Content Strategy Companies Doing It Right Utilizing Content Across the Buyer Journey
  • 32. How Many People Are Searching For Us vs. Asking Early- Stage Questions Cluster Brand? Total Monthly Searches (est.) Analytics Brand 458 3000x Analytics Non-Brand 1,520,761 Cloud Brand 398 1000x Cloud Non-Brand 578,460 Data Brand 28,884 17x Data Non-Brand 470,967 Mobility Brand 12,488 28x Mobility Non-Brand 345,598 BI Brand 532,486 -2x BI Non-Brand 277,156 CRM/Sales Brand 156,028 40x CRM/Sales Non-Brand 6,313,329 ERP Brand 777,092 -2x ERP Non-Brand 324,595 HCM Brand 55,536 7x HCM Non-Brand 379,954 Accounting. Finance Brand 30,497 24x Accounting. Finance Non-Brand 720,493 TOTAL Brand 1,688,883 13x TOTAL Non-Brand 13,616,715
  • 33. Were Any of These “Early-stage” Prospects Finding Us?
  • 35. Business Innovation (launched March 27, 2012) A“Content Hub” to attract engaged visitors instead of buying them To help businesses leaders grow through technology and innovation. To reach and convert leads we would have never seen! http://blogs.sap.com/innovation
  • 36. Organic and Social: Up and to the Right 0 5,000 10,000 15,000 20,000 25,000 30,000 35,000 UniqueVisitors Traffic from Organic, Social & Referrals
  • 37. Key Factors To Content Marketing Success: 1. Documented content strategy and mission statement 2. Have someone accountable for content 3. Consistently publish quality content 4. Map content to consumer journey 5. Balance Paid, Owned, and Earned Media 6. Focus on Content Subscribers 7. Track Content Marketing ROI
  • 38. Why is it Important to Have a Documented Content Marketing Strategy? Source: CMI
  • 39. Content Marketing Mission Statement AmEx Open Forum Mission: “Help Small Businesses Do More Business.” Outcome: The largest source of inbound leads.
  • 40. What Is Your Content Marketing Mission Statement? Become a (premier?) destination for [target audience] interested in [topics] to help them [customer value].
  • 41. Steps To Crafting a Content Strategy Discovery Destination + Branding Roles + Resp. Editorial Strategy Distribution Measure + Optimize • Current State • Audience • Objective • Mission • Budget • Branding • Destination • Structure • Partners • Agency • You • Topics • Types • Sources • SEO • Organic • Paid • Owned • Earned • Email • KPIs • Template • Cadence • Optimize
  • 42. Show me the money!
  • 43. 3 Components of Content Marketing ROI 1. Cost 2. Utilization 3. Performance Content Marketing Hubs are a digital asset (with an LTV and ROI)
  • 44. 60-70% of Marketing Content Goes Completely Unused. *Sirius Decisions
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  • 46. Behind every piece of bad content is an executive who asked for it. TWEET THIS!
  • 47. Conduct A Content Audit • Content Type • Audience / Target • Buyer Stage • Primary Destination • Performance
  • 48. Building the Content Marketing Business Case 1. Reach early stage buyers 2. Engage new buyers with your brand 3. Conversions you would have never reached
  • 49. Building The Business Case 1. Reach early stage buyers • Fair “Share of Conversation” • % Unbranded Search traffic on your website • Banner effectiveness at driving brand visits • Cost of advertising / search landing pages with low organic and social traffic • Cost of organic and social website traffic vs. paid 2. Engage new buyers with your brand • Time spent, Bounce rate on content vs. advertising landing pages • Cost / Repeat visits, Time engaged with your brand • Subscribers, value per subscriber 3. Conversions you would have never reached • Cost per lead, Pipeline touched, Cost per registration (content or events), Cost per sale • Content % source of leads • ROI vs. Avg. Marketing ROI
  • 50. Destination and Branding 1. On Domain vs. Off? 2. Heavily Branded vs. Lightly Branded?
  • 51. Even Great Content Needs a Push The average Hollywood movie spends 50-60% of production budget on distribution.
  • 52. Define Key Measures and Targets Download this template now!
  • 53. Casper’s Van Winkles • Effortlessly combines national housing news with articles on inspirational interior design, celebrity homes and company updates. • Up to 6 new posts per day • Distribution and large audiences across Facebook, Pinterest, Instagram, Twitter and Google+
  • 55. Content Marketing Success Building a Successful Content Strategy Companies Doing It Right Utilizing Content Across the Buyer Journey
  • 56. What Are We Going to Write About?
  • 57. Reach, Engage and Convert the Right People. Early-stage Searches What? And Why? Middle-stage How? Brand Searches Who? How Much? Search/SocialVolume What is Content Marketing? Why is it important? (10-3000 X) How Do I Create Great Content (2-10 X) Who’s the best Content Marketing Platform?
  • 58. Publishers Publish Everyday on Each Topic • Traffic AND Conversion goes up with volume • Diminishing return? (see below) A few times a year 1-2X per month < monthly 1-2X per week 1 per day More than 1 per day
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  • 63. Xyz Early Xyz Late Xyz Xyz Persona Questions/Concerns Xyz Middle Xyz Xyz Keywords Xyz Early Xyz Late Xyz Xyz Persona Questions/Concerns Xyz Middle Xyz Xyz Keywords Stage Stage Research Keywords, Then Filter By Personas
  • 64. Utilize the Right Mix of Content Custom Content Share on-brand stories and recipes which are created specifically for your brand. Community Content Leverage content from customers, employees, influencers that grows and engages your community. Licensed Content Boost credibility, publishing cadence, and direct traffic with a high-volume of fully-licensed, compliant content.
  • 65. Content Mix (Monthly Average) Licensed Custom Social Custom Content 20% User / Employee 50% Licensed Content 30%
  • 66. Atomize Your Best Content
  • 67. Content Marketing Success Building a Successful Content Strategy Companies Doing It Right Utilizing Content Across the Buyer Journey
  • 68. Brands need to take the phrase ‘acting like a publisher’ literally. ” “ Dietrich Mateschitz Founder + CEO, Red Bull
  • 69. BufferApp Blog Lesson for Brands: Think bigger than yourself and what you sell. Help people with their biggest problems and you will earn their attention.
  • 70. CapGemini Content-Loop.com • Licensed content on Linked Sponsored updates • Drives to branded Content Loop • Offers to deeper content • Recommendations to connect with experts Results: ~1M visitors / year + 3K new LinkedIn followers per week + High Quality Leads + Sales / ROI
  • 71. Maersk • Amazing photos that appeal to their audience • Thousands of likes per post • Massive Brand Engagement, Loyalty
  • 72. GE: Science Vines Focused on Brand Mission: Delivering Innovation to the world
  • 73. Wistia Videos • Engaging How To Videos • Strong Call To Action • Content = New Subscribers
  • 74. Key Factors To Content Marketing Success: 1. Documented content strategy and mission statement 2. Have someone accountable for content 3. Consistently publish quality content 4. Map content to consumer journey 5. Balance Paid, Owned, and Earned Media 6. Focus on Content Subscribers 7. Track Content Marketing ROI
  • 75. Steps To Crafting a Content Strategy Discovery Destination + Branding Roles + Resp. Editorial Strategy Distribution Measure + Optimize • Current State • Audience • Objective • Mission • Budget • Branding • Destination • Structure • Partners • Agency • You • Topics • Types • Sources • SEO • Organic • Paid • Owned • Earned • Email • KPIs • Template • Cadence • Optimize
  • 76. 3 Tips For Content That Converts: 1. Less promotion. 2. Answer your customer questions. 3. Focus on subscriptions and CTA.
  • 77.
  • 78. Your audience wants stories. Created just for them. Will you give it to them? Michael.Brenner@NewsCred.com @BrennerMichael Slideshare.net/michaelbrenner

Editor's Notes

  1. Ant that can be your brand
  2. We’ve all asked the question, why content marketing? To set the stage, there’s been a fundamental shift in the way we as consumers consume and share content. Momentous amount of content being created, consumed and shared. An amazing amount of content, the real question is how does a brand stand apart?
  3. Ant that can be your brand
  4. Core components the way we need to think. We need to think different.
  5. The secret to content marketing is that its not that hard. There are obstacles, but what we’re going to do is give you our secrets and let you know what’s worked for other brands to drive a content marketing strategy.
  6. The secret, content marketing is relatively simple. The buyer journey is just a series of question to be answered and we as brands have a role to play. Its simply to answer the customer questions.
  7. A more complex view, content marketing explained on a page. What types of different content we consume at different parts of the buyer journey. Awareness, we’re wanting to learn, get our questions answered and read thought leadership. Consideration, we want more types of content. By Preference, there’s less thought leadership and learning, and more about what makes your brand different.
  8. As a brand, our natural instinct is to talk about ourselves. Customers are asking questions, they want to be informed and entertained, but we can’t just do that because that’s just charity. So the way we balance is make your customers the hero of the story. Take your brand out. How do you do that? You solve their problems at every stage of the journey.
  9. So we started with research. We looked at the differences in search engine traffic between thought leadership search terms like “Big Data” versus SAP product terms like “HANA.” Not surpirisingly, we found that there were many magnitudes more search queries across nearly every one of our categories. The only exception being in ERP and Business Intelligence, wehere SAP and Business Objects have strong brand affinity for those solutions. ----- Meeting Notes (10/13/14 15:01) ----- This would be a really useful exercise for Content Loop.
  10. Then we looked at how much traffic SAP.com received from these non-branded searches. What we found was shocking! 99.9% of our traffic came from branded search terms. Or those prospects who are alreasy very late in the buying process. These are visitors who already know who we are and what we sell. But our portfolio had changed drastically. We needed to reach early-stage buyers in our newer solution categories.
  11. Organizationally, content is a complex problem to solve. So we teamed up with the SAP.com team, the SAP Newsroom (Global Communications) and the advertising and branding team who had been spending money every year or so building advertising landing pages that had no organic or social sharing and were discarded as each campaign ended. We built Business Innovation. Our mission was to deliver on the promise of Pull Marketing, to become a destination of business insights for early-stage buyers. We wanted to earn traffic instead of buying it. And for those visitors who came from paid advertising, we wanted to provide a learning experience that was consistent with our brand image. The hope was that they would like and share the content with their connections, thus achieving the benefits of an integrated paid, owned and earned media strategy.
  12. Are we gaining traffic from organic and social. Up and to the right.
  13. Effective content marketers are 5 times more likely to have a DOCUMENTED content strategy.
  14. Help your customers with something. Do their jobs better, become heroes. You need to fill in the blanks.
  15. Help your customers with something. Do their jobs better, become heroes. You need to fill in the blanks.
  16. Corporate websites bounce rate are down at 40% because the only people going there are those who want to be there
  17. No matter where you are in your content marketing strategy, NewsCred's Strategy Services team can help ensure you're successful. Not only do we provide 24/7 global product support, but we also offer daily editorial curation and can help set your long-term strategy with customized consultations, workshops and brainstorms.
  18. Corporate websites bounce rate are down at 40% because the only people going there are those who want to be there
  19. Help your customers with something. Do their jobs better, become heroes. You need to fill in the blanks.
  20. Is it an on brand or off-brand strategy? Depends on your brand and goals. Timeline – totally unbranded. Off-branded domain. Branding that’s almost invisible. Monster – you can see its completely in line with their corporate website. Logo, typography, similar structure. Pepsi pulse – completely reinvented their website. Seeking to be a destination about anything about pop culture.
  21. Tracking over the course of a year.
  22. A content audit is important because it helps you understand the level of the content issues you have. Help you determine where you have performance issues.
  23. A lot of people jump to topics. Google trends, competitors, online properties serving needs. Thinking about topics and architecture is an important step.
  24. Help your customers with something. Do their jobs better, become heroes. You need to fill in the blanks.
  25. Key words appropriate
  26. Finding the right combination of licensed content, original content and social content is key to executing a well-rounded content strategy. Licensed content gives you an easy way to access a high-volume of content from credible sources, allowing you to boost publishing cadence. Original content gives you the ability to share hyper-targeted stories which resonate with your audience and are optimized for SEO. Social content allows you to always stay topical and publish content that is buzzworthy and trending. Co-created content. We call this combination The Rule Of Thirds – a starting point. AS you’re publishgin you can optimize.. Diversifying your content strategy allows you to scale in a way
  27. Help your customers with something. Do their jobs better, become heroes. You need to fill in the blanks.