Content Strategy Enabling Success in Content Marketing
Content 
Consumption Capacity 
Given that there is already content overload 
Source: http://38.media.tumblr.com/tumblr_mdk...
Source: tumblr_mj8qpvGFkJ1qz5xeho1_1280.jpg 
…and even more to come 
!
Smart watches, smart cars, smart home appliances will soon 
provide, produce and exchange personalized, location-aware 
co...
By that time you don’t want to create isolated contents anymore 
!
instead you should have a system in place that connects the dots 
!
Content 
Marketing 
Strategy 
Blogs 
Print 
based on an overall Content Marketing Strategy 
! 
Smart 
TV 
Mobile/Tablets 
...
Seams feasible, 
so why do many companies still 
#FAIL 
in getting even the basics right 
at Content Marketing? 
!
Many are afraid and paralyzed by that Content Monster 
!
They don’t know where to start and can’t see the patterns 
that need to be followed
Radical change is necessary in order to be successful 
!
Silo Silo Silo 
Start by tearing down those stupid silos apart 
!
Don’t just rely on traditional creative team set-ups 
!
Hire specialists to do the job 
!
As topics can be timely, things can get messy 
!
Therefore internal processes need to be optimized 
in order to perform
Know your audience and create „Personas“ 
!
Define how your success looks like 
!
Goals & Objectives have to be SMART: 
Specific, Measurable, Actionable, Realistic and Timed
right 
for your 
business 
Sweet 
Spot 
right 
for your 
audience 
Themes & Topics need to be defined 
!
Make a Content Audit 
! 
Content Calendar
Archive Everything
and Upgrade Constantly
Develop a Content Calendar
Awareness Consideration Decision 
Content Content Content 
Map your content to the sales funnel
And before you finally start to create new content
Prepare Guidelines
Set up a Process Design
and Agree on it
In case of emergency
Know your fire exits
You safe yourself some time and money
if you think and plan ahead
…like tailoring every piece of content 
according to users’ habits and the platforms you want to use
Always keep in mind that your content could R.I.P. forever 
!
if you don’t spend enough time on how-to distribute and promote it 
★ 
!
Always form allies and make friends 
★ 
!
Content Strategy Enabling Success in Content Marketing 
Trust me, there’s light in the darkness if you follow this advice ...
Content Strategy Enabling Success in Content Marketing 
Plan 
Do 
Amplify 
Content Strategy plans……………………………………………………… 
fo...
Project Title 
As the core idea of Content 
Marketing is and will be 
if you produce and share great 
content you ultimate...
Project Title 
offer value 
to earn attention
Project Title 
no matter if you 
inform, entertain or 
provide solutions
Project Title 
you will be awarded 
with Authority 
resulting in 
Loyalty & Advocacy 
! 
aka 
better customers and more cu...
That’s all Folks!
Concept
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Content Strategy Essence

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Content Strategy Essence

  1. 1. Content Strategy Enabling Success in Content Marketing
  2. 2. Content Consumption Capacity Given that there is already content overload Source: http://38.media.tumblr.com/tumblr_mdka1l6xO71roll6uo1_1280.jpg ! Content Production Content Production
  3. 3. Source: tumblr_mj8qpvGFkJ1qz5xeho1_1280.jpg …and even more to come !
  4. 4. Smart watches, smart cars, smart home appliances will soon provide, produce and exchange personalized, location-aware content in real-time
  5. 5. By that time you don’t want to create isolated contents anymore !
  6. 6. instead you should have a system in place that connects the dots !
  7. 7. Content Marketing Strategy Blogs Print based on an overall Content Marketing Strategy ! Smart TV Mobile/Tablets Social Digital Signage In-Car Systems Micro Sites Smart Watches Email Website
  8. 8. Seams feasible, so why do many companies still #FAIL in getting even the basics right at Content Marketing? !
  9. 9. Many are afraid and paralyzed by that Content Monster !
  10. 10. They don’t know where to start and can’t see the patterns that need to be followed
  11. 11. Radical change is necessary in order to be successful !
  12. 12. Silo Silo Silo Start by tearing down those stupid silos apart !
  13. 13. Don’t just rely on traditional creative team set-ups !
  14. 14. Hire specialists to do the job !
  15. 15. As topics can be timely, things can get messy !
  16. 16. Therefore internal processes need to be optimized in order to perform
  17. 17. Know your audience and create „Personas“ !
  18. 18. Define how your success looks like !
  19. 19. Goals & Objectives have to be SMART: Specific, Measurable, Actionable, Realistic and Timed
  20. 20. right for your business Sweet Spot right for your audience Themes & Topics need to be defined !
  21. 21. Make a Content Audit ! Content Calendar
  22. 22. Archive Everything
  23. 23. and Upgrade Constantly
  24. 24. Develop a Content Calendar
  25. 25. Awareness Consideration Decision Content Content Content Map your content to the sales funnel
  26. 26. And before you finally start to create new content
  27. 27. Prepare Guidelines
  28. 28. Set up a Process Design
  29. 29. and Agree on it
  30. 30. In case of emergency
  31. 31. Know your fire exits
  32. 32. You safe yourself some time and money
  33. 33. if you think and plan ahead
  34. 34. …like tailoring every piece of content according to users’ habits and the platforms you want to use
  35. 35. Always keep in mind that your content could R.I.P. forever !
  36. 36. if you don’t spend enough time on how-to distribute and promote it ★ !
  37. 37. Always form allies and make friends ★ !
  38. 38. Content Strategy Enabling Success in Content Marketing Trust me, there’s light in the darkness if you follow this advice !
  39. 39. Content Strategy Enabling Success in Content Marketing Plan Do Amplify Content Strategy plans……………………………………………………… for the creation, governance………………………………………………… ……………………………………………………………. distribution & promotion of content…………………………
  40. 40. Project Title As the core idea of Content Marketing is and will be if you produce and share great content you ultimately become an authority
  41. 41. Project Title offer value to earn attention
  42. 42. Project Title no matter if you inform, entertain or provide solutions
  43. 43. Project Title you will be awarded with Authority resulting in Loyalty & Advocacy ! aka better customers and more customers, the ones who remain customers, and send you more customers
  44. 44. That’s all Folks!
  45. 45. Concept

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