Matt Goolding from Zest Digital looks at the importance of a wider strategy in undertaking content marketing. A comprehensive content strategy is essential, and this presentation outlines how to develop and utilise the bigger picture in order to see the most positive effects.

1. 01865 684999

2. CONTENT MARKETING & CONTENT STRATEGY:
According to Lauren Pope‟s “Why Content Marketing Needs Content
Strategy” at 2013‟s Content Marketing Show…
“Content strategy is about the „how‟, the user, the
big picture, the governance, and the planning.”
“Content marketing is about the „what‟, the
business, the tactics, and the individual
campaigns.”
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3. DEVELOPING A CONTENT STRATEGY:
According to Lauren Pope, you need to look at:
•
Purpose – Why create a piece of content?
•
Principles – What commandments do you follow when creating it?
•
Platforms – What tools / distribution do you use?
•
Processes – The recipe you follow to create a great piece.
•
People – Who creates it? Are they talented in creating a certain type of
content?
•
Performance – Measure the benchmarks for success.
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4. THROWING SH*T AGAINST THE WALL…
Hannah Smith‟s presentation at 2013‟s Content Marketing Show…
Content is designed to:
•
Entertain
•
Educate
•
Persuade
•
Sell
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5. THROWING SH*T AGAINST THE WALL…
You need
to PICK
YOUR
BATTLES.
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6. Part of developing a
strategy is to decide
what your content is
designed to achieve.
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7. DON’T WASTE TIME
Don’t go in blind.
Planning effectively
avoids wasting your time!
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8. AUDIENCE!
Identify your
audience, and plan
your content around
what will appeal to
them.
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9. PERSONAS
Segment your audience into
different individuals…
Meet Barry…
•
•
•
•
•
He is 52.
He loves cycling.
His kids are at University.
He has expendable income.
He has a full head of hair.

10. CONTEXT!
You need to consider the context
of your content:
•
When will your content be read?
•
Where will your content be read?
•
How will your content be read?
You can find much of this information
on Google Analytics if you look hard
enough.
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11. EDITORIAL CALENDAR
An editorial calendar is
essential to planning your
content marketing effectively.
•
Plan according to season
•
Make creation more efficient
•
Leave space incase of
amazing new ideas!
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12. CREATING GREAT CONTENT
There are a number of key stages to
creating EVERY piece of content;
1.
2.
3.
4.
5.
6.
7.
Establish goals.
Plan the creation.
Research facts & data.
Write, draw, or design.
Distribute.
Monitor & analyse.
Learn & improve.
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13. WHAT ARE WE DOING?
We create comprehensive content
strategies for all clients upon launch
of their campaign. This includes;
•
Discovery Day
•
Audience Identification
•
Core Message Identification
•
Competitor Analysis
•
12 Month Editorial Calendar
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14. A SUMMARY:
• Don‟t neglect planning &
preparation.
• Get into the heads of the audience.
• Create your content with the bigger
picture in mind.
• Continuously evaluate performance
and make changes accordingly.
01865 684999

15. FOR MORE INFORMATION:
Contact Zest Digital today!
Call: 01865 684999
Visit: www.ZestDigital.com
01865 684999