Simon Nash introduces content strategy and its importance. He explains that content fuels digital experiences and is an increasing priority for marketers. Content strategy helps understand audiences, create engaging content, and publish it effectively to attract, inform and engage audiences. It also helps maintain customer relationships. Content strategy encompasses paid, owned, earned and shared content across various platforms. It is important to plan ahead and get the right team to craft great content that meets business goals and audience needs.
An introduction to multi channel content strategyReading Room
Originally presented by Simon Nash for UKTI Export Week webinars. An hour long run through of the key principles of content strategy and content marketing.
Creating exceptional experiences in a multi-devices worldReading Room
Mobile browsing of digital content is now exceeding desktop consumption. Google is penalising websites that don’t have a mobile versions of their site. Some companies have responded by taking a 'Mobile First' approach in their digital strategy.
Often 'Mobile First' is shorthand for designing layouts for a smaller screen, but that is just a part of the story, after all we are designing services for people not layouts for devices.
The proliferation of devices and capabilities of mobile devices provides a range of exciting opportunities, your site visitors now have a personal device that incorporates GPS, push notifications and a camera in their pocket, this extends the capability of web experiences.
In this webinar Neil Shewan explores current trends in experience strategy, tactics and design and helps put them into context to provide you with a simple, and proven approach to deliver better experiences for your audiences.
Evolving How We Measure Digital Success in Higher EdMediacurrent
It's apparent that the future of higher education isn't "business as usual." Many students are forgoing education for the time being or choosing online courses over taking classes in a traditional, physical environment.
In this webinar, we partner with Siteimprove to share how higher ed institutions are shifting how they're measuring success.
Reimagining Your Higher Ed Web StrategyMediacurrent
Whether you’re looking to boost enrollment, improve student retention, inspire, educate, or engage learners, your website plays a critical role. Prepare for the challenge with an inside look at how other institutions are adapting their digital strategy.
Hear from panelists from Pantheon, Mediacurrent, and Siteimprove. They discuss key web strategy takeaways in higher ed.
Building or redesigning an intranet in 2016? Most intranet managers have an idea of where they want to go, but few have a formalized strategy and roadmap.
Your strategy is a plan about how to take action.
This presentation from intranet expert Steve Bynghall gives you a highly practical framework to derive and articulate your intranet strategy. Whether you’re part of a team with a new intranet project or the business owner of a stale and stagnant intranet, you'll find this presentation valuable..
Highlights:
What is an intranet strategy and why do you need one?
The importance of being objective: the discovery phase
Research sources: data inputs, stakeholder analysis, other sources
Formalizing the strategy and action plan
Communicating and socializing the strategy
[Webinar] Delivering the Right Content to the Right Customer at the Right TimeKapost
In this "fireside chat" webinar, Kapost CEO Toby Murdock and SiriusDecisions Research Director in the Content Strategy and Operations service at SiriusDecisions Christine Polewarczyk team up to talk everything content operations – from marketing's greatest challenges to the actual execution of a successful strategy.
They discuss:
- What delivering the right content to the right person at the right time actually means and why you should care
- What a successful content operation looks like in action
- Common blockers and gaps that prevent organizations from building a successful content operation
- Key strategies for building a content operation within your own organization
YOUR HOSTS
Christine Polewarczyk is a Research Director in the Content Strategy and Operations service at SiriusDecisions. She uses her nearly 20 years of experience in B2B marketing roles across a range of in-house, agency and consulting roles to help SiriusDecisions clients transform their B2B content ecosystems from into high-performing engines. Her areas of expertise include digital marketing, content strategy, content marketing, localization, SEO, lead generation, and content technology.
Toby Murdock is the co-founder and CEO of Kapost, managing the strategy and messaging of Kapost. Toby co-founded Kapost in late 2009, after co-founding and successfully selling Qloud, a social music service that allowed 25M users to share their musical identity and discover music from friends. Toby has also worked at Ruckus and AOL. Toby lives in Boulder, CO with his wife and three daughters.
An introduction to multi channel content strategyReading Room
Originally presented by Simon Nash for UKTI Export Week webinars. An hour long run through of the key principles of content strategy and content marketing.
Creating exceptional experiences in a multi-devices worldReading Room
Mobile browsing of digital content is now exceeding desktop consumption. Google is penalising websites that don’t have a mobile versions of their site. Some companies have responded by taking a 'Mobile First' approach in their digital strategy.
Often 'Mobile First' is shorthand for designing layouts for a smaller screen, but that is just a part of the story, after all we are designing services for people not layouts for devices.
The proliferation of devices and capabilities of mobile devices provides a range of exciting opportunities, your site visitors now have a personal device that incorporates GPS, push notifications and a camera in their pocket, this extends the capability of web experiences.
In this webinar Neil Shewan explores current trends in experience strategy, tactics and design and helps put them into context to provide you with a simple, and proven approach to deliver better experiences for your audiences.
Evolving How We Measure Digital Success in Higher EdMediacurrent
It's apparent that the future of higher education isn't "business as usual." Many students are forgoing education for the time being or choosing online courses over taking classes in a traditional, physical environment.
In this webinar, we partner with Siteimprove to share how higher ed institutions are shifting how they're measuring success.
Reimagining Your Higher Ed Web StrategyMediacurrent
Whether you’re looking to boost enrollment, improve student retention, inspire, educate, or engage learners, your website plays a critical role. Prepare for the challenge with an inside look at how other institutions are adapting their digital strategy.
Hear from panelists from Pantheon, Mediacurrent, and Siteimprove. They discuss key web strategy takeaways in higher ed.
Building or redesigning an intranet in 2016? Most intranet managers have an idea of where they want to go, but few have a formalized strategy and roadmap.
Your strategy is a plan about how to take action.
This presentation from intranet expert Steve Bynghall gives you a highly practical framework to derive and articulate your intranet strategy. Whether you’re part of a team with a new intranet project or the business owner of a stale and stagnant intranet, you'll find this presentation valuable..
Highlights:
What is an intranet strategy and why do you need one?
The importance of being objective: the discovery phase
Research sources: data inputs, stakeholder analysis, other sources
Formalizing the strategy and action plan
Communicating and socializing the strategy
[Webinar] Delivering the Right Content to the Right Customer at the Right TimeKapost
In this "fireside chat" webinar, Kapost CEO Toby Murdock and SiriusDecisions Research Director in the Content Strategy and Operations service at SiriusDecisions Christine Polewarczyk team up to talk everything content operations – from marketing's greatest challenges to the actual execution of a successful strategy.
They discuss:
- What delivering the right content to the right person at the right time actually means and why you should care
- What a successful content operation looks like in action
- Common blockers and gaps that prevent organizations from building a successful content operation
- Key strategies for building a content operation within your own organization
YOUR HOSTS
Christine Polewarczyk is a Research Director in the Content Strategy and Operations service at SiriusDecisions. She uses her nearly 20 years of experience in B2B marketing roles across a range of in-house, agency and consulting roles to help SiriusDecisions clients transform their B2B content ecosystems from into high-performing engines. Her areas of expertise include digital marketing, content strategy, content marketing, localization, SEO, lead generation, and content technology.
Toby Murdock is the co-founder and CEO of Kapost, managing the strategy and messaging of Kapost. Toby co-founded Kapost in late 2009, after co-founding and successfully selling Qloud, a social music service that allowed 25M users to share their musical identity and discover music from friends. Toby has also worked at Ruckus and AOL. Toby lives in Boulder, CO with his wife and three daughters.
Search engine algorithms are always changing, and it can feel impossible to keep up. But effective search engine strategy always strikes a balance between technical optimization and understanding the people behind the keywords.
In this talk, I'll will show you a practical approach to human-centered SEO that you can use to make sure your content is helpful, relevant, and findable, too.
In this session, you’ll discover how to:
- Understand search intent
- Use that understanding of intent to improve navigation, information architecture, tools, and functionality
- Make content more helpful by answering questions
- Use smart metadata and markup
Download a guide of my tips and takeaways from this talk >> bit.ly/understandingintent
It’s that time of year again!
No, we’re not talking about presents under the tree or hot apple cider or snowball fights.
We’re talking marketing budget, new resource planning, strategic marketing plans and more!
We realize both end-of-year business planning as well as holiday preparations can both be stressful. We can’t really help you with your shopping, but we can offer a series of best practice guides and advice on how to plan for and hit the ground running on some focused, strategic sales and marketing initiatives to start the New Year right.
Enjoy!
Creating A Measurable Intranet Strategy Prescient Digital MediaCarmine Porco
In this 60 minute Webinar, participants will gain an understanding for:
* The real world challenges and benefits of intranet strategy
* How to quantify your intranet effectiveness with examples from a real case study of PNC Bank
* The importance of an intranet strategy
* Various research techniques to acquire employee input
* How to create measurable goals for your intranet
* Proven methodologies for executing the strategy
Social Business Centers Of Excellence: FoundationsLeader Networks
Slides from a webinar hosted by Social Media Today Social Organization: How Centers of Excellence, Collaborative Management and Seamless Enterprise Structures are Working and a few bonus ones for good measure.
It’s kind of ironic that there’s often very little strategy in what many people refer to as “content strategy”. The work being done is either tactical or applied best practice. Now, there’s nothing wrong with either of those things — they’re both quite necessary at times.
But a strategy needs provide a solution to a significant problem by identifying specific obstacles and opportunities, outlining a guiding vision, and planning for how an organisation will achieve that vision. A content strategy, simply does the same thing but uses content and content practices to achieve the goal.
In this webinar, Kathy breaks out the essential parts of good strategy and provides hands-on, practical advice for making sure your content strategy is strategic.
This digital transformation programme aims to equip you with the latest skills to assess how your company should evolve and transform in Digital Revolution 4.0. It aims to equip you with a digital strategy roadmap.
Are you trying to find ways to better communicate your brand, connect with your audience, help your clients’ tactical decisions align with their marketing goals, or minimize rounds of revision to optimize your project budget? Content strategy can help. If you rock design, IA, content development, social media, or other areas of marketing, media, or advertising, let’s talk. Learn how you can incorporate insights from this aspect of user experience design into your next content-related project. We'll discuss how the questions that a content strategist brings to the table can enrich your deliverables and benefit your end users—and how you can integrate content strategy into your next pitch, RFP, marketing plan or creative process.
Presented at Content Strategy Portland, #CSPDX, October 14, 2010.
Ryan MacCarrigan’s keynote covers the growing role of Agile Development and Lean in the context of content development and delivery—where complex content is the “product” and the end goal is to shorten cycle times, eliminate waste, or improve measured business outcomes without sacrificing quality or accuracy.
The audience will learn:
How to structure strategic content development in a similar fashion to the Agile product development lifecycle
How the “Build-Measure-Learn” framework of Lean Startup fame can be applied to rapid content testing and delivery
How developing a Lean mindset can help content-driven organizations break down silos and “Fail Fast,” improving overall institutional knowledge.
Presented November 28, 2018, at Quadrus Conference Center for Information Development World 2018.
Dave Kaplow's Guide to Social Media for B2B Startup ExecsDave Kaplow
I created this social media guide for a session that I give to B2B Startup Execs. The guide is an overview of how to think about using social media to grow your advocate base and includes the what and why of social media techniques, and how-to activities. Each section includes a planning list so you can keep on track.
Feel free to contact me at dkaplow@factpoint.com on Twitter @davekaplow, on LinkedIn at https://www.linkedin.com/in/davidkaplow
This is a digital strategy brand hands-on tutorial/workshop I never ended up using. Made in 2006 for OMG.tv. I think it's a pretty good place to start when looking for an online strategy/social media play.
From the Dream of Community to ROI Reality: How to Get Your Executives' Buy-inHigher Logic
From the Dream of Community to ROI Reality: How to Get Your Executives Buy-in with Vanessa DiMauro, CEO and Chief Digital Officer of Leader Networks.
Online community champions often find it difficult to communicate effectively with executives in business terms which can impede their understanding of the community value. During the webinar Vanessa shared her insights on "selling” the idea of launching an online community by demonstrating its value. She also discussed:
▪︎ Getting support and resources you need to bring your online community to life
▪︎ Translating the value of community in relevant terms: time, revenue, retention
▪︎ Overcoming common obstacles online community champions face in feasibility, business model and organizational impact
Jive's Gia Lyons and Thomas Reuters' Ellen Anderson did a deep dive on how a social intranet can enable employees to easily collaborate and deliver quality work—to boost performance.
In this presentation, Ellen Anderson shares how her team uses a social intranet for IT project management and to address obstacles to high performance (including lack of collaboration and ability to share). Learn how Ellen drives projects forward with Thomson Reuters' intranet.
Learn more at http://bit.ly/1aTo6Vq
So your content strategy is on its way to reality. What's next?Pam Noreault
This presentation covers what companies should be thinking about after they have done a content strategy and they are looking toward the future and a new vision.
Are you doing enough to engage your B2B customers and channel partners? Without a collaborative community, the answer is probably no.
Find out more about how social business communities can tap the full power of your customers and the potential of your partners. Learn more about Jive Software: http://bit.ly/1aTo6Vq
Content Moments, Not Content Marketing. By John Lane - Centerline DigitalCenterline Digital
I propose we replace "content marketing" with "content moments." Because people don't want to be sold to. But they do want value from brands. If we start thinking about creating moments that have meaning — experiences that connect, that spark emotion, that illicit action (or reaction) — we'll make a better connection with our audience.
This presentation was delivered on May 19, 2015 at the Raleigh Chamber of Commerce BizCon.
From Strategy to User Experience: Meeting Design is EverythingSocial Tables
Meeting design means different things to different people. Through interactive exercises, open discussion, and fast-paced mini-lectures, this experiential session will push participants to use strategic concepts and design best practices to produce better face-to-face experiences.
Understanding the Priorities and tackling the Challenges of the PMOPlanview
View the On-Demand Webcast! Planview.info/PMOPrioritization
"Only 11% of managers believe that all their company's strategic priorities have the financial and human resources needed for success." -Harvard Business Review
Learn about IT organizations':
-top three strategic planning priorities
-top three strategic planning challenges
-whether or not continuous planning is the solution
-real challenges with annual planning
-the best solution for continuous planning
View the On-Demand Webcast! Planview.info/PMOPrioritization
Traditional marketers are generally still stuck in ‘campaign’ mode but as customers now demand a great experience anytime anywhere, marketing should be a continuous process across the user journey based on analytics and data rather than just a one hit wonder. David, with over 12 years of experience in the eCommerce industry, will discuss marketing past vs marketing future and how ‘always on marketing’ can be done effectively across channels by combining inbound and outbound tactics.
Search engine algorithms are always changing, and it can feel impossible to keep up. But effective search engine strategy always strikes a balance between technical optimization and understanding the people behind the keywords.
In this talk, I'll will show you a practical approach to human-centered SEO that you can use to make sure your content is helpful, relevant, and findable, too.
In this session, you’ll discover how to:
- Understand search intent
- Use that understanding of intent to improve navigation, information architecture, tools, and functionality
- Make content more helpful by answering questions
- Use smart metadata and markup
Download a guide of my tips and takeaways from this talk >> bit.ly/understandingintent
It’s that time of year again!
No, we’re not talking about presents under the tree or hot apple cider or snowball fights.
We’re talking marketing budget, new resource planning, strategic marketing plans and more!
We realize both end-of-year business planning as well as holiday preparations can both be stressful. We can’t really help you with your shopping, but we can offer a series of best practice guides and advice on how to plan for and hit the ground running on some focused, strategic sales and marketing initiatives to start the New Year right.
Enjoy!
Creating A Measurable Intranet Strategy Prescient Digital MediaCarmine Porco
In this 60 minute Webinar, participants will gain an understanding for:
* The real world challenges and benefits of intranet strategy
* How to quantify your intranet effectiveness with examples from a real case study of PNC Bank
* The importance of an intranet strategy
* Various research techniques to acquire employee input
* How to create measurable goals for your intranet
* Proven methodologies for executing the strategy
Social Business Centers Of Excellence: FoundationsLeader Networks
Slides from a webinar hosted by Social Media Today Social Organization: How Centers of Excellence, Collaborative Management and Seamless Enterprise Structures are Working and a few bonus ones for good measure.
It’s kind of ironic that there’s often very little strategy in what many people refer to as “content strategy”. The work being done is either tactical or applied best practice. Now, there’s nothing wrong with either of those things — they’re both quite necessary at times.
But a strategy needs provide a solution to a significant problem by identifying specific obstacles and opportunities, outlining a guiding vision, and planning for how an organisation will achieve that vision. A content strategy, simply does the same thing but uses content and content practices to achieve the goal.
In this webinar, Kathy breaks out the essential parts of good strategy and provides hands-on, practical advice for making sure your content strategy is strategic.
This digital transformation programme aims to equip you with the latest skills to assess how your company should evolve and transform in Digital Revolution 4.0. It aims to equip you with a digital strategy roadmap.
Are you trying to find ways to better communicate your brand, connect with your audience, help your clients’ tactical decisions align with their marketing goals, or minimize rounds of revision to optimize your project budget? Content strategy can help. If you rock design, IA, content development, social media, or other areas of marketing, media, or advertising, let’s talk. Learn how you can incorporate insights from this aspect of user experience design into your next content-related project. We'll discuss how the questions that a content strategist brings to the table can enrich your deliverables and benefit your end users—and how you can integrate content strategy into your next pitch, RFP, marketing plan or creative process.
Presented at Content Strategy Portland, #CSPDX, October 14, 2010.
Ryan MacCarrigan’s keynote covers the growing role of Agile Development and Lean in the context of content development and delivery—where complex content is the “product” and the end goal is to shorten cycle times, eliminate waste, or improve measured business outcomes without sacrificing quality or accuracy.
The audience will learn:
How to structure strategic content development in a similar fashion to the Agile product development lifecycle
How the “Build-Measure-Learn” framework of Lean Startup fame can be applied to rapid content testing and delivery
How developing a Lean mindset can help content-driven organizations break down silos and “Fail Fast,” improving overall institutional knowledge.
Presented November 28, 2018, at Quadrus Conference Center for Information Development World 2018.
Dave Kaplow's Guide to Social Media for B2B Startup ExecsDave Kaplow
I created this social media guide for a session that I give to B2B Startup Execs. The guide is an overview of how to think about using social media to grow your advocate base and includes the what and why of social media techniques, and how-to activities. Each section includes a planning list so you can keep on track.
Feel free to contact me at dkaplow@factpoint.com on Twitter @davekaplow, on LinkedIn at https://www.linkedin.com/in/davidkaplow
This is a digital strategy brand hands-on tutorial/workshop I never ended up using. Made in 2006 for OMG.tv. I think it's a pretty good place to start when looking for an online strategy/social media play.
From the Dream of Community to ROI Reality: How to Get Your Executives' Buy-inHigher Logic
From the Dream of Community to ROI Reality: How to Get Your Executives Buy-in with Vanessa DiMauro, CEO and Chief Digital Officer of Leader Networks.
Online community champions often find it difficult to communicate effectively with executives in business terms which can impede their understanding of the community value. During the webinar Vanessa shared her insights on "selling” the idea of launching an online community by demonstrating its value. She also discussed:
▪︎ Getting support and resources you need to bring your online community to life
▪︎ Translating the value of community in relevant terms: time, revenue, retention
▪︎ Overcoming common obstacles online community champions face in feasibility, business model and organizational impact
Jive's Gia Lyons and Thomas Reuters' Ellen Anderson did a deep dive on how a social intranet can enable employees to easily collaborate and deliver quality work—to boost performance.
In this presentation, Ellen Anderson shares how her team uses a social intranet for IT project management and to address obstacles to high performance (including lack of collaboration and ability to share). Learn how Ellen drives projects forward with Thomson Reuters' intranet.
Learn more at http://bit.ly/1aTo6Vq
So your content strategy is on its way to reality. What's next?Pam Noreault
This presentation covers what companies should be thinking about after they have done a content strategy and they are looking toward the future and a new vision.
Are you doing enough to engage your B2B customers and channel partners? Without a collaborative community, the answer is probably no.
Find out more about how social business communities can tap the full power of your customers and the potential of your partners. Learn more about Jive Software: http://bit.ly/1aTo6Vq
Content Moments, Not Content Marketing. By John Lane - Centerline DigitalCenterline Digital
I propose we replace "content marketing" with "content moments." Because people don't want to be sold to. But they do want value from brands. If we start thinking about creating moments that have meaning — experiences that connect, that spark emotion, that illicit action (or reaction) — we'll make a better connection with our audience.
This presentation was delivered on May 19, 2015 at the Raleigh Chamber of Commerce BizCon.
From Strategy to User Experience: Meeting Design is EverythingSocial Tables
Meeting design means different things to different people. Through interactive exercises, open discussion, and fast-paced mini-lectures, this experiential session will push participants to use strategic concepts and design best practices to produce better face-to-face experiences.
Understanding the Priorities and tackling the Challenges of the PMOPlanview
View the On-Demand Webcast! Planview.info/PMOPrioritization
"Only 11% of managers believe that all their company's strategic priorities have the financial and human resources needed for success." -Harvard Business Review
Learn about IT organizations':
-top three strategic planning priorities
-top three strategic planning challenges
-whether or not continuous planning is the solution
-real challenges with annual planning
-the best solution for continuous planning
View the On-Demand Webcast! Planview.info/PMOPrioritization
Traditional marketers are generally still stuck in ‘campaign’ mode but as customers now demand a great experience anytime anywhere, marketing should be a continuous process across the user journey based on analytics and data rather than just a one hit wonder. David, with over 12 years of experience in the eCommerce industry, will discuss marketing past vs marketing future and how ‘always on marketing’ can be done effectively across channels by combining inbound and outbound tactics.
Understanding Always On Content Marketingtomchapman
This presentation discusses the topic of ‘always on’ and the need for brands to supply constant, relevant content to their communities.
‘Always on’ generates a feeling with the consumer that sparks recognition, and when utilised correctly over time, it begins to create loyalty. Real time marketing content is the latest approach to engaging consumers with an initial impression that resonates with them enough to follow the story to the end. So the ability to ride your marketing wave successfully means you must simply be prepared to be relevant, and ensure that ‘always on’ firmly forms the foundation of your approach.
If you’re a fan of buzzword bingo, you may have added a new word to the card recently. ‘Always-On’ has been mentioned more and more as an important new approach for marketers. But what does it actually mean?
http://www.fivebyfiveuk.com/2012/03/arriving-at-a-definition-for-always-on-marketing/
At many large, established companies, it’s not always hard to find budget and resources for content marketing, but there isn’t always organizational buy-in. Without being able to prove ROI in advance, many marketers struggle to get their content plans off the ground. And of course, just because you can create content doesn’t mean you always should. Geri shares tips on content creation, quality, and distribution, based on a wealth of marketing experience at Deloitte and other professional services firms.
How to get your B2B organisation READY to transform from Product Marketing to Content Marketing
Key Takeaways
- Global Content Marketing Organisation structure
- Leveraging Step Change Models
- Introducing Scrum for Agile Marketing
"Its not about the technology. Its about people. People speaking the same language. Consistently. Over a period of time. With executives who have your back. Supporting your evangelists as your champions"
Personalization Content Strategy - Is Your Organization Ready to Personalize ...Big Content Alliance
Personalization requires a robust content strategy to support it. Many organizations are within various levels of maturity to roll-out and support ongoing personalization and evolution.
Kevin Nichols and Kathy Baughman demonstrate operational readiness for personalization with recommendations around a content strategy approach to support for organizations. Any B2B or B2c can benefit from this knowledge; including if:
• You’re just getting started with personalization
• You’ve been experimenting but need a more cohesive approach
• You’ve purchased multiple platforms but still need to optimize your content strategy
From this presentation you will learn:
• How to identify five roadblocks to personalization success
• Tips for turning personalization experiments into cohesive strategy
• How to think contextually about your technology investments
A look at the key areas of digital marketing and where the discipline is headed. As used in a presentation to SUT in relation to my book 'Digital Marketing Strategy' used in their course.
How To Make A Social Media Content Calendar | LiveblackLiveblack
A Social media Content calendar is essential for streamlining social Media management. Before you can start planning and organizing any upcoming post, a marketing campaign or any activity on social media. Let's Explore How to make a social media calendar or Instagram content calendar and the benefits of a Content Strategy Calendar: 1. Choose your Social Media Channels 2. Conduct an audit for social media platforms 3. Identify your target audience 4. Plan. 5. Decide the type of content you want to publish 5. Brainstorming how to increase audience engagement.
From our Future of Content Strategy: Accessible, Personalised and SEO Friendly webinar on February 11th 2021.
Discover the Cyber-Duck way for establishing a future-proof content strategy that works at scale.
This powerful program will further enhance your skills on designing, planning, analyzing and effectively utilizing the full range of PR media and channels. When devising strategic plans for campaigns the basic is to have a road map, to identify objectives and strategies, to plan and to execute. This program will delve into how to achieve key objectives, to communicate key messages, to target the right media channel to the intended audience, to identify the perfect face to communicate the messages, to utilize resources and mostly importantly how to evaluate the success of the campaign.
1) Understanding Public Relations
2) Objectives and Stakeholders
3) Generating Your Ideas
4) Getting Your Story Out
5) Managing Your brand through PR
6) Traditional Media
7) Communications Trends
8) Press Conferences
9) PR Measurement
10) Crisis Management
Interactive Session: Build a Performance-Driven 2015 Content CalendarClevelandHUG
As organizations plan for 2015, marketers are charged with the development and execution of an effective content strategy—one that is based on historical performance and the customer journey, and designed to support business goals.
This presentation discusses best practices in content marketing—buyer persona development, mapping out your sales cycle and organization of a publishing calendar. Additionally, it features HubSpot tools that support content marketing efforts—personas, content calendar and SEO tool.
Get better at digital marketing and avoid “random acts of marketing”
Digital marketing isn’t just a cheaper way of doing what we used to. Digital marketing is all about targeting, personalisation and engaging with the right people at the right time.
In this presentation, we look at how marketing acts as a wing man for sales – setting up the right conversations. In the age of the evolved B2B buyer, inbound marketing plays an increasingly important role in attracting the right customers. We look at how search, content and social media are key in attracting customers like a magnet. We look at the most effective digital marketing tactics and explore best practices, hints and tips for optimising your digital marketing activities.
Key topics include:
How to fill the funnel using inbound and outbound techniques
The most effective lead generation tactics
The importance of social media and search marketing
It's been six years since I wrote Content Strategy for the Web. Now, in 2015, the content strategy landscape is a much bigger, more complex place. How are companies keeping up with the crazy changes in content trends, technologies, and audience expectations? Here's what I'm seeing and how my own process has evolved.
Knowledge management has to be seen within the context of business strategy and business need. It is not an end itself, but a tool to deliver better business performance, and this view is crucial to developing and crafting an effective KM strategy.
This session covers: creating a strategy to give direction to a KM program, recognizing business drivers, clarifying strategic knowledge areas for the organization, and finding and defining key stakeholders who need to be involved.
Similar to An introduction to multi channel content strategy (20)
The increasing importance of Digital Psychology as a strategic toolkitSimon Nash
A presentation outlining how rapid advances in digital technology are outpacing traditional user experience thinking and how psychology techniques can help bridge the gap.
Some thoughts on the future of social networking presented by Simon Nash at a Digital Conversations meetup to celebrate Social Media Week in London on 25th September 2013. www.meetup.com/Digital-Conversations/
Integrating search marketing and social mediaSimon Nash
My presentation on the interplay between search marketing and social media; originally prepared for a conference in Singapore. Contributions from Tom Voirol and Mark Kelly
Personal Brand Statement:
As an Army veteran dedicated to lifelong learning, I bring a disciplined, strategic mindset to my pursuits. I am constantly expanding my knowledge to innovate and lead effectively. My journey is driven by a commitment to excellence, and to make a meaningful impact in the world.
An introduction to the cryptocurrency investment platform Binance Savings.Any kyc Account
Learn how to use Binance Savings to expand your bitcoin holdings. Discover how to maximize your earnings on one of the most reliable cryptocurrency exchange platforms, as well as how to earn interest on your cryptocurrency holdings and the various savings choices available.
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesHolger Mueller
Holger Mueller of Constellation Research shares his key takeaways from SAP's Sapphire confernece, held in Orlando, June 3rd till 5th 2024, in the Orange Convention Center.
At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
The 10 Most Influential Leaders Guiding Corporate Evolution, 2024.pdfthesiliconleaders
In the recent edition, The 10 Most Influential Leaders Guiding Corporate Evolution, 2024, The Silicon Leaders magazine gladly features Dejan Štancer, President of the Global Chamber of Business Leaders (GCBL), along with other leaders.
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
Top mailing list providers in the USA.pptxJeremyPeirce1
Discover the top mailing list providers in the USA, offering targeted lists, segmentation, and analytics to optimize your marketing campaigns and drive engagement.
Recruiting in the Digital Age: A Social Media MasterclassLuanWise
In this masterclass, presented at the Global HR Summit on 5th June 2024, Luan Wise explored the essential features of social media platforms that support talent acquisition, including LinkedIn, Facebook, Instagram, X (formerly Twitter) and TikTok.
Authentically Social by Corey Perlman - EO Puerto Rico
An introduction to multi channel content strategy
1. An introduction to Content Strategy
25 January 2015
Simon Nash, Planning Director, Reading Room
2. About Reading Room
Reading Room is an international award-winning digital
consultancy. We act as architects of digital change, helping
our clients create new and effective systems suitable for the
challenges of modern business.
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3. About me
• Writer, blogger, Digital
transformation consultant, planner
and content strategist
• Past experience in B2B and B2C
marketing, 10 years agency-side
• Wide range of sector experience
advising small and large
organisations
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4. An introduction to content strategy
• Why is content so important?
• What is content strategy?
• The principles explained
• Key marketing concepts
• Website content strategy
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5. Why is content so important?
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6. Content is not a new thing
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7. But ‘digital’ has become an integral part of life
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8. And content fuels digital experiences
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9. Content is an increasing priority for marketers
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10. It helps you get found
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• Web content
• Google Places for Business
• Wikipedia
• Social media content
• Media articles
11. It helps people find you
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Content is often the first touch point a user has with a company, used
correctly it establishes trust and credibility.
http://www.clipular.com/c/53089322915594
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12. It’s used to get attention
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Podio sell project management apps, so they created an info graphic for the
New Year.
13. It powers a different type of advertising
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Q: When is an advert not an advert?
A: When it is ‘promoted content’
Or
A: When it is shared 3m times
14. It helps people get the information they need
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Gov.uk has transformed the way the
public access information.
Pages have been stripped back to
address user needs.
Content structured for quick
reference and language simplified.
Next steps clearly signposted.
15. And it can help close the deal
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Without bricks and mortar stores
Loaf.com have to convince buyers
online.
Every single aspect of Loaf.com’s
site consistently conveys their light
hearted brand, whilst images and
interactive tools help the user
customise their ideal sofa.
Key messages are emphasised,
key user goals addressed, and
reviews nd user feedback
16. It can help maintain customer relationships
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Customers expect to be talked to, not at!
17. Its not always your content
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19. The principles of content strategy explained
Through the medium of story telling, more on that later.
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20. So what is content strategy?
The art of
• Understanding your audience
• Creating an interesting content offer
that taps into their needs/goals
• Publishing that content in the most
appropriate and effective way
• Using that content to attract, inform
and engage your audience
• Building and maintaining better
relationships
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21. So what is content strategy?
The science of
• Making sure content delivers against your
objectives
• Devising a content plan that conveys your
messages effectively
• Targeting and personalising content to your
different audiences
• Optimising content for visibility / findability
• Using content to convince, capture data
and change behaviour
• Increasing the lifetime value of each and
every customer
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22. And it encompasses all this content...
Paid content
Paid search adverts, display etc
Promoted content
Targeted social ads, . advertorial, sponsored
content, native advertising.
Owned media
Website, blog, social channel, email, apps
Shared
Word of mouth, shared content
Earned
Reviews, recommendations, referrals
23. The principles of content strategy explained
Through the medium of story telling, more on that later.
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24. Just take some content
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25. And set out to reach your objectives
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26. Sadly it’s not that simple
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27. You could chuck it over and hope for the best
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28. But great content takes hard work
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29. And it can take time to get things in place
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30. And it can take time to get things in place
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31. It helps to know the terrain you are facing
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32. The right team helps
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34. So to recap…
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A content strategy should consider
1. Objectives: what does the business need from content
2. Research: who is the audience, what do they want, how do they behave
3. Strategy: How will content satisfy business goals and audience needs
4. People: A team of people with the right skills to make it happen
5. Ideas: Creative content that will cut through the noise and engage
6. Mechanics: How does it all work, what platforms are involved and when
7. Systems: How will you publish and measure, where are contacts stored
35. Website Content Strategy
Great content is the secret to a successful website but is often the
most overlooked element.
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36. Why do you need a website content strategy?
Content Strategy helps place user needs and business goals at the
heart of website projects and addresses some common issues
• Production overload is one of the most common causes of delay
• Rushing to complete content at the end of the project is stressful
• Stakeholder demands for ‘their’ content can often derail a project
• Failure to anticipate publishing needs can lead to costs later
• Poor quality content undermines the brand and user experience
• Failure to maintain content leaves important sections out of date
• Lack of consideration of marketing priorities undermine performance
38. Understanding your audience
Researching and understanding your audiences is critical. Creating
personas to share with the development team and map typical user
journeys to identify pain points and opportunities.
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39. Craft great content
Great content is a craft, and in recent years we have
seen the rise of the content designer.
A specialist writer with digital skills who is able to
combine writing skills, digital marketing, search
optimisation and UX.
Content for the web should be either written
specifically with digital channels in mind or edited by
someone with an understanding of key principles.
Consistency is also critical, especially when multiple
editors are working on the same site. Style and tone
of voice should be agreed by all parties up front.
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40. Retain a clear focus
Never lose sight of business goals, yes the user is a priority but the site
must serve the needs of the business too. The Core model for content
strategy is helpful tool.
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http://alistapart.com/article/the-core-model-designing-inside-out-for-better-results
41. Align with wider activities
Your website does not exist in isolation and your customer will
undoubtedly move between different channels, often within the same
decision making journey.
Website content must align with other online and offline activities both
in terms of style, tone and consistency but also in terms of customer
services and operational processes.
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42. Plan ahead, and plan for the future
Content strategy thinking should start from the moment you begin a
website project.
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43. Plan ahead, and plan for the future
It should influence over decisions in terms of functionality, design,
content management and technology selection.
Starting early means you break down the tasks of sourcing, producing
and editing content for the web into manageable chunks.
And planning for the future means thinking about how you will maintain
and govern your contact after go live.
From day one you should be beginning a process of continuous
improvement and periodically refreshing and quality checking content.
You’ll need a plan otherwise this is the first task that gets dropped.
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44. Get the right team in place
People should be a key consideration any content strategy, it is
important to understand your digital roadmap. If you are planning to
scale up your ambition then be prepared to scale up your team. And
remember content design is a specialist task.
45. Get the right team in place
Larger organisations tend to find that a central team are unable to cope
with centralised content management over the longer term. They often
have to consider how to distribute responsibility throughout the
organisation
46. Agree and follow a process
As stated previously, it is important to break the content production
process into manageable chunks so that you can focus on crafting
great quality content.
Discovery
Design &
Architecture
HTML +
Specifications
High-Fidelity
Prototype
Build
Content Audit
Capability Review
Insights &
Recommendations
Strategy
Development
Content Strategy
Planning and
Consultation
Content Plan
Editorial Calendar*
Guidance, Training
and Support
Content
Development*
Editing & search
optimisation
Publishing &
Migration*
47. Key marketing concepts
Common techniques that lie behind successful content strategies.
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48. The art of storytelling
Humans have always used stories
to make sense of the world and to
convey complex ideas.
This makes us very receptive to
messages and information
conveyed in story form.
A story can centre on the key
stages of a single experience like
a website visit. But most often it
used as a narrative that emerges
through a series of seemingly
disconnected interactions.
If you have ever owned an iPhone you may recall the
theatre of the box opening experiences, this has
carefully designed to maximise impact. It is just one of
the ways that Apple use storytelling at every stage, from
retail experiences through to product and packaging
49. Thinking like a publisher
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We live in an attention economy, our audiences are bombarded with
content and messaging. To rise above the noise we have to think like
a publisher.
50. Thinking like a publisher
Traditional ‘push’ advertising tended to focus
on short term goals but in the attention
economy our first priority has to be to capture
and maintain attention.
So instead of focusing on what we want them
to believe, we have to focus on creating
content that they find, interesting, helpful or
entertaining.
Our message must be woven into the content
but in such a way as not to impinge on the
value of that content to the user.
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51. Always On Marketing
This shift in thinking, combined with the rise of CRM & social networks,
has led digital marketers to move towards what is known as ‘always on’
marketing.
Ongoing scheduled moderation and publishing according to strategy
2015
Campaign
2016
Campaign
Time
Size of Social
Following
2014
Campaign
52. Always On Marketing
The aim is simple, to move away from the boom and bust of campaigns
toward a more sustainable model of audience engagement which
keeps your brand, product or service and USPs front of mind.
Put simply, campaigns are used to grow the contactable audience
(primarily email & social) and new contacts are then exposed to
ongoing content led communications designed to engage their interest
and attention and to move them from casual interest to active
engagement
.
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53. Thematic Content Calendars
The need to maintain ‘always on’ communications and to tell stories
over prolonged periods has given rise to Thematic Content Calendars.
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54. Thematic Content Calendars
Thematic Content Calendars map out a series of high-level topic areas
designed to work together and convey a coherent message about a
brand.
Thus individual content is produced with the audiences interests firmly
front of mind but with an understanding that it plays a part in a bigger
story theme.
Over time the audience members are exposed to a series of consistent
messages embedded within otherwise seemingly interesting and good
quality content.
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55. Content Marketing
A new way of looking at
(Mostly B2B) Lead
Generation
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56. Content Marketing
Creation of valuable content assets such as
white papers and reports
Promoted and shared via social media using
snippets of quality sharable content
More valuable assets offered in exchange for
contact and interest data
Aim is to capture and qualify inbound leads
which are then fed into the marketing DB and or
passed to sales
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57. Staircasing: from engagement to lead
Engagement on its own is hard to justify by combining these concepts
we have a means to demonstrate a tangible return on investment.
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58. Staircasing: from engagement to lead
• use periodic campaigns to grow your contactable audience then maintain
consistent always on publishing to maintain and develop engagement
• following a thematic content calendar that warms followers and subscribers to
your key brand messages
• periodically run campaigns targeted solely at engaged followers and
subscribers e.g. register for an event
• those who respond to the campaign can be classified as the warmest
prospects on the list and targeted with specific response based promotions
• respondents are then qualified and the hottest leads fed into the sales team
• Over time (in theory) this should provide a steady flow of warm prospects
from your engagement activity that will justify ongoing investment in
engagement
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59. And lastly a note on Viral Spreadable content
Implementing the Content Strategy
To encourage sharing and advocacy we need to understand and
leverage the reasons that people might share our content. If our
content serves our audience’s personal objectives then they have an
incentive to share it.
“If I like your content it’s
not because I like your
brand it’s because I like
my friends.”
Henry Jenkins, ‘
Spreadable Media ‘