Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Developing a Content Strategy
The challenge and the process
What is content marketing
Content marketing :
 A strategic marketing approach
 Focused on creating and distributing valu...
Why focus on content?
3
57%
of purchase decisions made
before a customer talks to a
supplier
CEB Inc., 2015
85%
By 2020, c...
Do Less, Not More
 Less content is easier to manage
 Less content is more user friendly
 Less content cost less to crea...
Content is everywhere
 Figure out what you have
 Quantitative inventory
 Qualitative assessment
 Listen to your custom...
Content Team
 Manager
 Editor
 Social media specialist
 Graphic designer
 Web developer
 Analyst
 Writer
 SEO spec...
Most content managers are a Jack of All Trades
17%
10%
12%
10%
13%
9%
13%
9%
7%
One Two Three Four Five Six Seven Eight Ni...
But who owns the content?
Content Team Structure
36%
21%
20%
12%
8%
4%
Content Team
Part of Other Deparment
In-House Agency
Outsourced
Newsroom - Cr...
All Content is not Equal
 Syndicated content typically lower quality with little SEO value
 High volume of content hard ...
Without a plan there is chaos
 Pieces of a content plan
 Site map
 Content schedule
 Distribution strategy
It is harder than it looks
 Plan the elements – How will we do this?
 Inventory
 Page templates
 Source material
 SEO...
Balancing stakeholders
 Business
 Marketing / Sales
 Advertising
 User Experience
 Information Technology
What is Content Strategy
 Defines business goals
 Guides decisions
 Sets benchmarks
 Addresses people and process issu...
Putting the pieces together
Substance
 Topics – Brand messages, key selling points
 Types - Blog, infographic, video, photograph, podcast …
 Source...
Structure
 Priority
 SEO and meta data
 Linking strategies
 Distribution
Governance
 Review process
 Compliance – particularly in regulated industries
 Social media policy
Workflow
 Publishing tools
 File sharing / storage
 Website CMS
 Email Marketing
 Project management platform
 Socia...
Popular content tools
Storage / File Sharing
 Dropbox – Most popular today
 Google Drive – Close second
 Box
Website CMS
 Wordpress – most popular
 Drupal
 SharePoint
 Ektron
Email Marketing
 Mail Chimp most popular price and simplicity
 Constant Contact more robust product
 Emma
 Delivera is...
Project Management
 Basecamp – most popular, well established
 Trello
 Workamajig
 Poidio
 Slack – new product gainin...
Social Media Management
 Hootsuite – Most widely used
 Spredfast
 Sprinklr
 Adobe Social
 Sprout Social
 Tweet Deck
...
Web Analytics
 Google Analytics
 Wordpress Stats
 Adobe Analytics
Automation
 HubSpot
 Marketo
 Eloqua
 Infusionsoft
 Pardot
 Right On Interactive
 Constant Contact
Social Listening
 Sysomos
 Infegy
 Crimson Hexagon
 NetBase
Marketing Cloud
 Salesforce
 Adobe Cloud
 Oracle
Upcoming SlideShare
Loading in …5
×

Content Strategy: Part one - Developing a Content Marketing Plan

4,140 views

Published on

This is the first of a four part series on content strategy. Originally presented as part of a class I taught at the University of Indianapolis

Published in: Marketing
  • You can get paid up to $25 per hour to be on Facebook? ★★★ http://t.cn/AieXiXbg
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Be the first to like this

Content Strategy: Part one - Developing a Content Marketing Plan

  1. 1. Developing a Content Strategy The challenge and the process
  2. 2. What is content marketing Content marketing :  A strategic marketing approach  Focused on creating and distributing valuable, relevant, and consistent content  Designed to attract and retain a clearly-defined audience  Ultimately, to drive profitable customer action.
  3. 3. Why focus on content? 3 57% of purchase decisions made before a customer talks to a supplier CEB Inc., 2015 85% By 2020, customers will manage of their relationship with an enterprise without interacting with a human. Gartner, 2015
  4. 4. Do Less, Not More  Less content is easier to manage  Less content is more user friendly  Less content cost less to create
  5. 5. Content is everywhere  Figure out what you have  Quantitative inventory  Qualitative assessment  Listen to your customers, employees and competitors
  6. 6. Content Team  Manager  Editor  Social media specialist  Graphic designer  Web developer  Analyst  Writer  SEO specialist
  7. 7. Most content managers are a Jack of All Trades 17% 10% 12% 10% 13% 9% 13% 9% 7% One Two Three Four Five Six Seven Eight Nine How many different roles do you fill on the content team? 2016 Rundown Study
  8. 8. But who owns the content?
  9. 9. Content Team Structure 36% 21% 20% 12% 8% 4% Content Team Part of Other Deparment In-House Agency Outsourced Newsroom - Cross Funcitonal Team Channel Team How is the content team organized 2016 Rundown Study
  10. 10. All Content is not Equal  Syndicated content typically lower quality with little SEO value  High volume of content hard to keep updated and organized  User generated content can be inconsistent  Outsourced writers - good ones are expensive, cheap ones are bad
  11. 11. Without a plan there is chaos  Pieces of a content plan  Site map  Content schedule  Distribution strategy
  12. 12. It is harder than it looks  Plan the elements – How will we do this?  Inventory  Page templates  Source material  SEO guidelines  Software  The content plan is not the strategy
  13. 13. Balancing stakeholders  Business  Marketing / Sales  Advertising  User Experience  Information Technology
  14. 14. What is Content Strategy  Defines business goals  Guides decisions  Sets benchmarks  Addresses people and process issues
  15. 15. Putting the pieces together
  16. 16. Substance  Topics – Brand messages, key selling points  Types - Blog, infographic, video, photograph, podcast …  Sources – Where will content come from
  17. 17. Structure  Priority  SEO and meta data  Linking strategies  Distribution
  18. 18. Governance  Review process  Compliance – particularly in regulated industries  Social media policy
  19. 19. Workflow  Publishing tools  File sharing / storage  Website CMS  Email Marketing  Project management platform  Social media management tool  Web analytics tool  Automation  Social listening  Marketing cloud
  20. 20. Popular content tools
  21. 21. Storage / File Sharing  Dropbox – Most popular today  Google Drive – Close second  Box
  22. 22. Website CMS  Wordpress – most popular  Drupal  SharePoint  Ektron
  23. 23. Email Marketing  Mail Chimp most popular price and simplicity  Constant Contact more robust product  Emma  Delivera is an Indy based company
  24. 24. Project Management  Basecamp – most popular, well established  Trello  Workamajig  Poidio  Slack – new product gaining ground as social tool as well  Teamwork Projects  Asana  Insightly
  25. 25. Social Media Management  Hootsuite – Most widely used  Spredfast  Sprinklr  Adobe Social  Sprout Social  Tweet Deck  Buffer
  26. 26. Web Analytics  Google Analytics  Wordpress Stats  Adobe Analytics
  27. 27. Automation  HubSpot  Marketo  Eloqua  Infusionsoft  Pardot  Right On Interactive  Constant Contact
  28. 28. Social Listening  Sysomos  Infegy  Crimson Hexagon  NetBase
  29. 29. Marketing Cloud  Salesforce  Adobe Cloud  Oracle

×