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Gateway drug content strategy elements you should use (Content Marketing Show, July 2014)

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Content strategy can seem superfluous and too-much extra work when we are busy creating and promoting our content marketing efforts. But, there are a few simple content strategy tools that any digital marketer can use to help publish compelling marketable content that connects with your audience.

Here, I've tried to look at some of the best elements of content strategy (specifically, from the discovery phase) you can use to create a process-led, repeatable workflow to plan great marketable content.

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Gateway drug content strategy elements you should use (Content Marketing Show, July 2014)

  1. 1. @PAGESAUCE Content Marketing Show July 2014 Gateway-drug content strategy elements you should use Charlie Williams
  2. 2. Charlie Williams @whitedotnet Consultant
  3. 3. @PAGESAUCE I love content
  4. 4. @PAGESAUCE 88% are using content marketing this year CMI report: Content Marketing in the UK http://contentmarketinginstitute.com/2013/12/uk-2014-content- marketing-research/
  5. 5. @PAGESAUCE 42% have a documented content strategy CMI report: Content Marketing in the UK http://contentmarketinginstitute.com/2013/12/uk-2014-content- marketing-research/
  6. 6. @PAGESAUCE two common requests
  7. 7. @PAGESAUCE ‘We need content’
  8. 8. @PAGESAUCE ‘Our content isn’t working’
  9. 9. @PAGESAUCE They actually need both
  10. 10. @PAGESAUCE The lightbulb moment
  11. 11. @PAGESAUCE Time to get digging
  12. 12. @PAGESAUCE CONTENT STRATEGY http://contentstrategy.com/book.html
  13. 13. @PAGESAUCE ANOTHER THING TO LEARN?!
  14. 14. @PAGESAUCE MANAGING CONTENT AS AN ASSET
  15. 15. @PAGESAUCE Don’t take my word for it
  16. 16. @PAGESAUCE “…all great, spontaneous, and effortless- looking content marketing strategies are formed and scaled with a smart content strategy at their core” Robert Rose Content Marketing Institute http://contentmarketinginstitute.com/2013/10/content-strategy-content- marketing-separate-connected/
  17. 17. @PAGESAUCE You don’t have to change your job
  18. 18. @PAGESAUCE Strategy to make you sharp as a tack
  19. 19. @PAGESAUCE CREATING CONTENT THAT’S RIGHT FOR THE BUSINESS
  20. 20. @PAGESAUCE WHY ARE WE MAKING THIS
  21. 21. @PAGESAUCE Because We need to make content (nope)
  22. 22. @PAGESAUCE FIVE WHYS
  23. 23. @PAGESAUCE Five ways Three whys
  24. 24. @PAGESAUCE An example http://www.simplybusiness.co.uk/microsites/googleplus- for-small-businesses/
  25. 25. @PAGESAUCE DEFINE your BUSINESS OBJECTIVES
  26. 26. @PAGESAUCE None? MAKE YOUR OWN
  27. 27. @PAGESAUCE Increase website traffic?
  28. 28. @PAGESAUCE Build brand awareness?
  29. 29. @PAGESAUCE Launch a new product?
  30. 30. @PAGESAUCE Again
  31. 31. @PAGESAUCE WHY ARE WE MAKING THIS?
  32. 32. @PAGESAUCE Start with why http://www.ted.com/talks/ simon_sinek_how_great_leaders_inspire_action
  33. 33. @PAGESAUCE Victory conditions
  34. 34. @PAGESAUCE Likes? Shares? Links? Sales? Subscriptions?
  35. 35. @PAGESAUCE Content inventories
  36. 36. @PAGESAUCE Ie: what have you got?
  37. 37. @PAGESAUCE Not just online
  38. 38. @PAGESAUCE What goes in an inventory? ID (1.0, 1.1, 2.0) Page Title Format URL Content type (landing page, etc.) Owner Metadata Traffic/usage Last update Condition (keep/update/retire)
  39. 39. @PAGESAUCE templates Content Inventory www.content-inventory.com/content- inventory-templates/ Maadmob http://maadmob.com.au/resources/ content_inventory
  40. 40. @PAGESAUCE Unleash the robots Screaming Frog SEO Spider www.screamingfrog.co.uk/seo-spider/ Content Insight www.content-insight.com
  41. 41. @PAGESAUCE User-centred content marketing
  42. 42. @PAGESAUCE We are not the target market
  43. 43. @PAGESAUCE Gather real user insight
  44. 44. @PAGESAUCE FIND THE BUSINESS EXPERTS
  45. 45. @PAGESAUCE WHAT DO USERS WANT TO DO?
  46. 46. @PAGESAUCE WHAT ARE THEIR PAIN POINTS?
  47. 47. @PAGESAUCE WHAT BARRIERS STOP THEM?
  48. 48. @PAGESAUCE WHAT REAL QUESTIONS DO THEY ASK?
  49. 49. @PAGESAUCE USER RESEARCH
  50. 50. @PAGESAUCE INTERVIEWS
  51. 51. @PAGESAUCE surveys SurveyMonkey www.surveymonkey.com Polldaddy polldaddy.com/ SurveyGizmo www.surveygizmo.com
  52. 52. @PAGESAUCE SOCIAL DATA Topsy topsy.com Social Mention socialmention.com BuzzSumo buzzsumo.com Social Crawlytics socialcrawlytics.com
  53. 53. @PAGESAUCE Customer services
  54. 54. @PAGESAUCE Sales teams
  55. 55. @PAGESAUCE Keyword research
  56. 56. @PAGESAUCE Find your user’s language SEMRush www.semrush.com Google Trends www.google.com/trends Keyword Tool www.keywordtool.io serpIQ www.serpiq.com
  57. 57. @PAGESAUCE ALREADY THERE?
  58. 58. @PAGESAUCE Gap analyses
  59. 59. @PAGESAUCE issues Facing Users Content you have Expert topics From User research From Content inventory From Business research
  60. 60. @PAGESAUCE So, why content strategy?
  61. 61. @PAGESAUCE Content strategy is your friend
  62. 62. @PAGESAUCE Why?
  63. 63. @PAGESAUCE Use it to define business goals and for user research
  64. 64. @PAGESAUCE Why?
  65. 65. @PAGESAUCE Process-led, repeatable workflow
  66. 66. @PAGESAUCE More resources www.jonathoncolman.org/2013/02/04/ content-strategy-resources/ contentmarketinginstitute.com/wp- content/uploads/2013/11/ DocumentedStrategy_Final1.pdf www.slideshare.net/jcolman/how-to- build-seo-into-content-strategy-cs- forum-2012 www.portent.com/data/content- inventory/ moz.com/blog/how-to-build-a- content-marketing-strategy contentmarketinginstitute.com/ 2010/10/strategic-pillars-content- strategy/
  67. 67. @PAGESAUCE Thank you Want to talk content? Tell me how I’m wrong? charlie@white.net @pagesauce plus.google.com/+CharlieRWilliams/
  68. 68. @PAGESAUCE Photo credits Looking For Janis - https:// www.flickr.com/photos/ 65107846@N08/6093592500/ Sam Catch - https://www.flickr.com/ photos/60779737@N00/3682165479/ Start With Why - https:// www.startwithwhy.com/ (Press Kit)

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