Easy Content Strategy: Use 3 Magic Words
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Content strategy is a framework for planning, creating, managing and governing content across an organization. It helps ensure content is consistent, accessible, and supports business goals. The three magic words that begin content strategy are "plan, govern, structure" which lay the foundation for an effective approach to content.
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Easy Content Strategy: Use 3 Magic Words
- 1. Content Strategy 101 IT ALL BEGINS WITH 3 MAGIC WORDS
Editor's Notes
- Imagine your dream client Someone you’ve never worked with Are they a 50 million dollar company? 100 million? Are they a manufacturer? Are they a non-profit? A major university? And then you get the call…
- What do those calls usually sound like? Well, I want describe a different kind of phone call… one that sound like this.
- Leslie, this is Krista. And you may not know me but you’re my guy. You see, I have a problem and I trust that you’re just the person to help me change my business. Are you in? Sounds like a Star Wars moment, right? R2D2 projecting a message to Obi Wan. Or that moment in Apollo 13 How fun would this be? Because this is exactly what happened when I called this man.
- Meet TheSalesLion I had discovered him 2011 and even though he didn’t know I existed, he had become my Yoda of Content Marketing. Because I was reading his blog, he was describing the very problems and frustrations I was trying to overcome. And he was sharing ways of overcoming the problems and frustrations that I was facing every single day. He was also describing what success looked like if I was able to implement his best practices. Only thing is… I wasn’t getting results fast enough. So Marcus was my phone call because…
- With information first With people second Think about it… when we need answers to questions… when we need research something… who are we going to? Are we calling up a sales department? Are we calling mom to ask about an expression engine tutorial or best practices for deployment? Who are we calling?
- Because in google we trust! It was funny, my daughter was asking me about a funny dry spot on her skin…. Are you going to ask Siri?
- The reality is this… So a little more backstory
- This is a CT scanner. We are refurbished medical imaging equipment company. In 2011 we had a problem. We were shrinking. Budgets had to be slashed. We had to let people go. And we had only just begun our content marketing journey. But we were only doing it with one person.
- And every day I was trying to get buy-in And people would say “that sounds awesome, krista. Good luck with that”
- Until one day, I made that call to TheSalesLion And brought him in to help our team “get it” And he helped inspire a whole team of people to realize they could contribute… because
- The 3 magic words that would change the way we create content… the way we listen to clients… and it would trigger 4 years worth of content that is increasing our sales
- This is the mantra that can change your business B/c it attracts the right kind of traffic to hour website. Because it will earn trust. It is the difference between help vs hype. Your content is not about you. IT should be about answering a question and solving someone else’s problem.
- The goal isn’t epic, viral content. The goal is to be the most helpful company in your area of expertise. This is your way of helping clients beyond the launch and inspiring content superheroes. Make it attainable and sustainable.
- And with this in mind, we had a content marketing workshop and had a team brainstorming session.
- We turned it into a competition. And in the end had 700 blog titles. This was an important but critical 1st step in getting everyone involved. Now they officially participated. They were now listening with a new filter “Question = Content” And thus began our content marketing transformation.
- We’ll get to ROI in a min
- Shorter sales cycle Speaking engagements Recruiting From organic search leads, $9 million That’s people not looking for block imaging. This is people looking for a solution to a problem.
- So now that we have about 4 years of data to look at what types of content bring in buyers
- Every page is page 1 And some months, these posts get more visits than the home page And check out the number of inbound links You want to know our link buiding strategy? Question = Content. Produce helpful stuff. Because helpful is the new sexy.
- We cant talk about it We’re special We’re not writers We don’t have time We’re B2B or B2C “hippy dippy bologna”
- All the companies I know doing this content marketing thing right, these are the ingredients They did a workshop So that everyone understands WHY this works So that they understand HOW to participate And WHAT to write about This is key for driving a stake in the ground and getting buy-in. You can give these… and you SHOULD… or you can bring me in.
- Teach companies the 3 magic words Empower them to this for their long term success. KEY – coach an internal champion.
- When you give a workshop, here’s your checklist This is how you inspire buy-in, transform a culture, and equip people to disrupt themselves. Now let’s talk about this last point. Not just WHY content marketing. Help people tap into why they do what they do.
- Johnson & Johnson is democratizing the health of communities. Starbucks is passionate about nurturing human connection. Southwest airlines is democratizing the freedom to travel. Dove is democratizing real beauty. Why do you do what you do? What are you fighting for?
- Share your why. Help your clients tap into their mission. Confession – I don’t believe in content marketing… I believe in turning disadvantage into advantage. I believe in empowering people to help themselves. It just so happens that content marketing is a powerful way to achieve this. I’ve seen struggling companies now thrive… disengaged collegues come “alive” again because they are now empowered to make a difference. One of our employees inspired her daughter to start a blog. And at the end of the day, I get to tell my kids about modern day David and Goliath stories… where small companies that embrace being helpful are kicking butt. And good guys do win. Because being helpful does pay off… and change starts with you.