The 6 step guide to content strategy


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Leveraging technology to avoid classic content marketing pitfalls

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The 6 step guide to content strategy

  1. 1. 1 Strategy 3 2 + Technology 5 4 6 The 6 step guide to content strategy Leveraging technology to avoid classic content marketing pitfalls.
  2. 2. 1 3 2 Strategy Strategy Technology
  3. 3. What is content strategy? 1 Strategy Technology “The essence of strategy is choosing what not to do. ” Michael E. Porter
  4. 4. What is content strategy? • Still relatively new discipline • Least defined areas of digital • Often overlooked Strategy Technology
  5. 5. Define content strategy? Planning for: – Creating content that the audience care about – Distributing that content to them Strategy Technology
  6. 6. Define content strategy? Market Message Media Measure Is your audience well defined? Is the central message within the content clear? Has the been created in a way the best appeals to the audience (ie. is it PDF, Twitter, Facebook, a web page, an infographic or video?) Is the content being monitored? Is the platform on which the content resides, the best platform? Does this content fulfill the requirements of a very small audience? If not, is this content completely necessary? Has the organisation specified the most appropriate method of reaching that audience? Is the content relevant to this specific audience? Is the audience expansive enough to justify the work of creating the content in question? Strategy Does the message appeal to the audience? Is the audience receptive to the message? Do the audience really need the content; is there a demand for this content? Technology Is this content being widely utilised?
  7. 7. Ingredients Creating: Distributing: • Themes and Messages • Channels • Topics • Posting schedule • Tone • Management • Format • Touch points • Purpose • Journeys • Resourcing Strategy Technology
  8. 8. Ingredients Creating: What are we saying? How are we saying it? Why are we saying it? Who’s saying it? Strategy Technology • Themes and messages • Topics • Tone • Format • Purpose • Resourcing
  9. 9. Ingredients Distributing: Where are we conversing ? • Channels • Management • Posting schedule How often are we conversing ? • Touch points • Journeys Strategy Technology
  10. 10. Simple strategy “Be Useful” Strategy Technology
  11. 11. Users at the heart 2 Strategy Technology User-centered design means understanding what your users need, how they think, and how they behave – and incorporating that understanding into every aspect of your process. Jesse James Garrett
  12. 12. Age of the customer • Audit and analysis – what do we currently show users? • Where are the gaps, failings, opportunities? • Think about what the user wants to see, not what you want to show them • A genuine cultural understanding • Strategy Technology Ethnographic approach
  13. 13. Strategy Creation • Don’t assume positive outcomes • Behavior change is tough • Participation can be more effective than creation • Research and knowledge of the digital landscape allow the answers to crystalise Strategy Technology
  14. 14. Strategy Creation • A shift in thinking • A publishers mindset • Subtle changes make a big difference Strategy Technology
  15. 15. Being digitally relevant 3 Strategy Technology “Computing is not about computers any more. It is about living.” Nicholas Negroponte
  16. 16. Being digitally relevant • Understand the context the content is being viewed in • Don’t close too early • Helpful, relevant, timely, easy to consume, and in the right place Strategy Technology
  17. 17. Those are the ambitions how do we make it happen… Strategy Technology
  18. 18. 5 4 6 Technology Strategy Technology
  19. 19. Enabling the strategy 4 Strategy Technology “Technology enables us to work every minute of every day from any place on the planet.” Carl Honoré
  20. 20. Technology as the enabler • Right tool for the job • Purpose built solution • Sitecore CEP (CMS+DMS) • Track customer value Strategy Technology
  21. 21. Digitally relevant • Map strategy to content • Match content to context • Establish intent • Match with persuasive content • Drive to desired action Strategy Technology
  22. 22. Case Study Relevant tweets brought through based on users behaviour. And perceived profile. Relevant events based on profile. Strategy Technology
  23. 23. Enabling the user 5 Strategy Technology “Business is just about enabling human beings, nothing more, nothing less. Businesses need to recognize this fundamental fact.” Bruce Dickinson
  24. 24. Know your audience • Analytics • Who and why • Map user journeys • Use the relevant content Strategy Technology
  25. 25. Personas/profiles • Users have different reasons for being on your site. • Understand the intent to align – site experience – content – goals Strategy Technology
  26. 26. Personalisation • Use knowledge to create explicit rules based personalisation • Behavioural profiling allows implicit personalisation Strategy Technology
  27. 27. Case Study Site changes home page based on perceived user profile. (explicit and implicit) Strategy Technology
  28. 28. Digital maturity 6 Strategy Technology “To be digitally mature one truly needs to understand your audience, start small, and base progression on empirical evidence.” JVA & Curran
  29. 29. Its a process • • • • • • • Don't just enable DMS Gain insights through analytics Assess current level (muturity) Build knowledge, skills and team Identify quick wins Implement key elements Deploy, analyse, improve Strategy Technology
  30. 30. Workflow Analytics Content Profiling Pattern Cards Goals Profiles Automation Engagement Values Personalisation MV Testing Events Campaigns Segmentation Optimization
  31. 31. Maturity Model Strategy Technology
  32. 32. Case study
  33. 33. Case study
  34. 34. Questions
  35. 35. Thank you Please contact us if you have any queries about the proposal and I will be delighted to discuss this further with you Rob Curran| Digital Consultant Reading Room London T: 020 7173 28o6 E: A: 65-66 Frith Street, Soho, London, W1D 3JR Jonathan von Abo | Solutions Architect Reading Room London T: 020 7173 2863 E: A: 65-66 Frith Street, Soho, London, W1D 3JR