Accelerate Brand Publishing Strategy Guide 2012


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Digital Chameleon's Accelerate Brand Publishing guide to Content Strategy

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Accelerate Brand Publishing Strategy Guide 2012

  1. 1. Accelerate Brand Publishing Module Strategy Roadmaps for Content Marketing Consumer behavior & touch points Learning How does publishing Objectives content help market- ers achieve goals? Learn how consumer Unlike publishers, trends and behaviour have who are driven by created an opening for circulation and dis- brands to target consumers play ad revenue, brand publishers Understand how brands can publish online more have different priori- effectively– and why they ties – and publishing should! for publishing’s sake certainly won’t drive Build a basic content mar- those priorities. For keting campaign marketers, content is a service that is paid Discover how content can for by the customer deliver measurable busi- ness outcomes by them giving you information about themselves which These interactions can produce data you can use to can deepen their qualify prospects, generate leads and enhance custom- engagement with er loyalty to enrich the information in the greater CRM your brand. driven marketing machine.. Key Take Aways There is an increasing focus on content by brands and marketers in response to marketing savvy consumers Brand as Publisher demanding more engage- ment online In the past, brands have needed traditional media to All brands are publishers in be the middle man between the digital world themselves and the consum- Marketers who can use pub- er. Today they can connect lishing methods can improve and engage with consumers their content quality, process via their own ‘owned media’ and effectiveness –websites, magazines, iPad apps, Facebook pages, twit- Content is a pull tactic, not a ter feeds – and through quick win push for sales ‘earned media’ by content being shared on social net- Interactions with content can harvest data that feeds di- works and other sites. rectly into CRM Brands are now publishers Content must be engaging, with their own growing media unique and about the audi- organisations. Amazon, ence, not the brand eBay, Walmart, Sears, Tar- get, Best Buy, and AT&T are Content can connect with all listed in the top 50 of U.S. consumers at various points during the buying cycle online publishers.© Digital Chameleon or visit
  2. 2. StrategyRoadmaps for Building BrandedContent Marketing Content Programs Building a branded media empire like Lego or Coke is big picture and most of us are more focused on single cam- paigns. The Philadelphia Choccy spread campaign is an example of creating a single, one product focused content marketing campaign. Remem- ber that content marketing is one pow- erful piston in an entire engine room of marketing effort that can be sparked off by other marketing strategies The Brand Publishing Process Content needs to be unique, relevant, useful and ABOUT YOUR AUDIENCE, No matter how big or small your engine rank). brand, if you have a website, an e not your -newsletter, product white papers, Creating content purely for the reader is what publishers already do and what brands often struggle with. When it guides, product information or brand. engage in social media, you are comes to content, marketers who adopt proven ap- proaches and practices from publishers can improve the already publishing content on a daily basis that could be helping quality – and the results - of their content interactions to take customers through the with customers. buying journey. But producing content is not enough. Savvy consumers want content that meet their needs, rather than tries to sell to them. They want access to what you know, and not what you make. This has the added benefit of making your content more credi- ble with search engines, which will give it a higher SERPs (searchPage 2© Digital Chameleon or visit
  3. 3. Strategy Content Auditing Roadmaps for Content Marketing Remember that the content you either already have or create, can come in many different forms. Before starting a campaign and creating new content, important to know what you have – you will be surprised how much material you already own in press releases, white papers, case studies, web copy – that could be relevant for your campaign, or could be repackaged. To audit the assets, you’ll need a content audit sheet. Segmenting Personas Do you know who makes up your audience? What they care about most and what motivates them? It is important to understand where your audience is coming from before creating and publishing content for them. Matching your content to their personas will generate the spark that can affect product purchasing decisions. Brand Publishing ROI Effective content marketing can lead to quantifi- able business outcomes that reflect real ROI metrics. That ROI may take many different forms, from direct revenue generation or more broadly to increased digital interactivity between consumer and brand. There are many examples of how brands are embarking upon a brand publishing strategy that is already paying off. Brands with real brand publishing pay-offs in- clude Tesco, BMW, Rayban, Littlewoods, and Energy Matters, to name but a few. Page 3© Digital Chameleon or visit
  4. 4. Term Definition Strategy Brand publishing brands who publishing content about themselves or their subject matter for ei- Roadmaps via ther third party media outlets or through their own print and Content Marketing digital platforms and channels Branded content content funded by a brand or organisation Brand crowdsourcing outsourcing internal resources and advocates, plus external supporters of brand to produce content Commissioning brief instructions given to writer, photographer or any content provider that details re- quirements, direction and over all expectations e.g tone, style, subject matter, word length Content audit cataloguing and evaluating content assets Content management system automated system that allows editorial and content procedures to be simplified (CMS) allowing users to publish and edit content online Content marketing marketing discipline aimed at creating and then distributing to targeted audiences, content that is useful, unique and engaging with the objective of driving customer action and interaction Customer relationship strategy and system for managing interactions with customers, clients and sales management (CRM) prospects which automatically synchronises information with other business pro- cesses Editorial calendar schedule used to itemise content and plan how, where, when and by whom it will be created and published; calendars can be daily, weekly or monthly. Infographic visual representations of data or information Market segmentation classification customers by one or more characteristics, in order to identify groups that have similar needs and demand similar products and/or services Style guide a detailed guide to the editorial style adopted by a publication which details pre- ferred grammar, abbreviations, title usage and punctuation etc. Sub editing reviewing content and correcting errors, checking for style and where necessary adding headlines and specifying pull quotes Page 4© Digital Chameleon or visit