Download as PDF, PPTX
Uploaded byJohn Doherty
A Blog is not a Content Strategy
This document discusses the difference between content marketing and content strategy. It states that a blog alone is not a content strategy, as a content strategy must address all user needs across multiple platforms, content types, and goals. An effective strategy requires defining content needs, creating a plan, and measuring success. Content marketing is a subset of an overall content strategy and should serve strategic business goals like driving traffic, links and brand awareness, not just site conversions.
More Related Content
Similar to A Blog is not a Content Strategy
A Blog is not a Content Strategy
- 1. Dear CMO, A BlogIs Not A Content Strategy John Doherty | @dohertyjf
- 2. Presentation inspired bya popular blog post.
- 3.
- 4. Interest in ContentMarketing is Increasing http://www.google.com/trends
- 5. As Is InterestIn Content Strategy http://www.google.com/trends
- 6. Low Quality Content isPunished by Google
- 7. Websites Google Low QualityContent is Punished by Google
- 8. What is thedifference between Content Marketing and Content Strategy?
- 9. Content marketing isan umbrella term encompassing all marketing formats that involve the creation and sharing of content in order to attract, acquire and engage clearly defined and understood current and potential consumer bases with the objective of driving profitable customer action. (Wikipedia) Content Marketing
- 10.
- 11. User Content Outreach Visitors Conversion Needs Content Marketing Process
- 12. Define Create Do Benefit Profit User Content Outreach Visitors Conversion Needs Content Marketing Process
- 13. #stratos #livejump #redbullstratos #redbull 208966 Facebook Interactions 28469 Tweets 13299 +1s on Google+ It’s this
- 14. 400k views onVIMEO - https://vimeo.com/31455885 And this.
- 15. Content Strategy Contentstrategy plans for the creation, publication, and governance of useful, usable content. Necessarily, the content strategist must work to define not only which content will be published, but why we’re publishing it in the first place. - Kristina Halvorson
- 16. Content Strategy Content Content Content User Needs Content Audit Measurement Planning Production Deliverance
- 17. Content Strategy Define Research Plan Produce Execute Audit Content Content Content User Needs Content Audit Measurement Planning Production Deliverance
- 18. Slide from @sara_ann_marie’sGetting Unstuck presentation Content Strategy works cross- platform
- 19. Homepage of Forbes.com ContentTypes Matter
- 20. Homepage of Forbes.com Tycoon News Small Business Startups Entrepreneurship Social Media Economy Work From Home Content Types Matter
- 21. Content Marketing vs+ Content Strategy = WIN.
- 22. Content outside ofconversion-oriented content gets you links and brand advocates. Links and brand advocates get you customers. Customers pay you money.
- 23. This is contentmarketing Content outside of conversion-oriented content gets you links and brand advocates. Links and brand advocates get you customers. Customers pay you money.
- 24. It’s all partof a larger brand strategy though
- 25. This is contentstrategy It’s all part of a larger brand strategy.
- 26.
- 27. People still consumea lot of content online Desktop
- 28. They’re increasingly shiftingto mobile Mobile
- 29. Tablets are onthe rise Tablets
- 30.
- 31. “Quality, relevant contentcan't be spotted by an algorithm. You can't subscribe to it. You need people - actual human beings - to create or curate it.” – Kristina Halvorson, Content Strategy for the Web
- 32. #2 #4 It ranks. It drives traffic. It converts users.
- 33. What About BlogsThen?
- 34. Define Research Plan Produce Execute Audit Content Content Content User Needs Content Audit Measurement User Needs Planning Production Deliverance A blog cannot meet all user needs.
- 35.
- 36. 208966 Facebook Interactions #stratos 28469 Tweets #redbullstratos 13299 +1s on Google+ #livejump #redbull RedBull Stratos Got Social
- 37.
- 38. Day of and2 days after. Respectable. Their blog?
- 39. Day of and2 days after. Respectable. 5 to 9 days later. Nothing. Wasted Effort. Their blog?
- 40. I’d hate tobe Day of and 2 days after. Respectable. their blogger now. 5 to 9 days later. Nothing. Wasted Effort.
- 41. They forgot about theiraudience
- 42. Active Young Short Attention Span Theyforgot about their audience
- 43. Tips For WinningWith Content
- 44. Users First Imagefrom @ipullrank’s Keyword Level Demographics
- 45. Think About PageTypes Video Centric Guides/Education Text-Centric Products Image Centric Conversion-Centric Categories Blog Posts
- 46.
- 47. Microsites Youtube TV Shows Vary Content Types
- 48.
- 49. Measure As YouGo No one wants to waste effort.
- 50. Cut What’s NotWorking
- 51. Content Strategy and Marketingare Vital in 2012/2013
- 52. Don’t confuse marketingfor strategy. Strategy first, then marketing.
- 53.
- 54. John Doherty Director, Distilled NYC @dohertyjf John.doherty@distilled.net Thank you! Feel free to get in touch with questions or inquiries.