Content Strategy
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Content strategy involves planning for the creation, delivery, and governance of useful and usable content. It is important for providing up-to-date and accurate information to users to improve their experience. Content strategy encompasses various types of content across multiple channels and involves defining roles and processes to ensure consistency. For example, a case study outlines how eBay implemented a content strategy to standardize guidelines and quality standards for content across 11 teams in 5 countries.
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Since the inaugural version of this study was completed in 2014, Demand Metric and Vidyard have researched video content marketing on an annual basis. The study’s primary goal remains consistent: to understand how video performs as a content type. In addition, this study explores other aspects of video content marketing, such as where video is hosted, how it is measured and how video viewing integrates with the sales funnel. The 2016 study investigates some themes that are relevant to video: video content personalization and the use of video with an Account-Based Marketing (ABM) strategy.
What this study did not investigate is the popularity of video compared to other content types. There are many, current studies that show that video continues to enjoy a position of favor among the many content types in use. Instead, this study’s focus is on the use of video, the usage maturity indicators such as measuring video content performance, and how video viewing data integrates with Marketing Automation and CRM. This report will show what progress, if any, has been made in the third year of this study.
The emphasis on video content marketing has understandably been on production quality: the higher the quality, the more marketing value a video is presumed to have. Quality is certainly an important aspect of video content, and fortunately, the tools for producing video are enabling higher quality video at lower costs and requiring less skill. However, just producing quality video is not the only success factor for video content marketing. Success is very much a function of how well video content and viewing data integrate with the marketing technology stack, and of course, how the sales team exploits that data. This study will share research insights to help marketers get the highest possible return on their video content investment.
Content Strategy 2015: Marketing, Mobile, and the Enterprise
Content remains a fundamental challenge for all of our organizations. Instead of talking about "what's next," let's talk about what's needed. Find out what basic questions every company should ask in 2015 before committing budget to new content marketing and management programs.
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.
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This document summarizes research on the global adoption of the Business Model Canvas. Key findings include:
- The Canvas has been adopted by over 1,300 large corporations and is used for strategic planning, new business/product development, and understanding customers and competitors.
- Users value its visual and intuitive nature for facilitating group discussions. It provides a shared language for conversations.
- Common applications include developing new businesses, products, and renovating business models.
- It is often used alongside other tools like SWOT, Blue Ocean Strategy, and Lean Startup.
- Adoption best practices include identifying champion users, executive sponsorship, showcasing successes, and integrating the Canvas into company processes and templates.Transform your Company through Modern Process Applications - EMEA
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Content Strategy
- 1. content strategy Content Strategy
- 2. What is content strategy? “the practice of planning for the creation, deliveryand governance of useful and usable content.” -Kristina Halvorson, Brain Traffic 13.4 millions
- 3. why is it IMPORTANT? 13.4 millions
- 4. YOURMESSAGE
- 7. ORGANISATION 59.5%find allocating the time to manage content a big content challenge* *PR Newswire Marketing Content Survey February 2011
- 8. Why are we thinking about it? 13.4 millions
- 9. What does it involve? 13.4 millions CONTENT STRATEGY
- 10. ebooks&WHITE PAPERS social media content ebooks WHITE PAPERS digital magazines videos BLOGGING User Generated Content website copy offsite CONTENT *offline content Press Releases CASE STUDIES
- 11. A Case Study: Dive Rite
- 13. User-generated content (e.g., photo contest, Solution Finder questions)
- 14. Dive Rite TV (Gear How-to’s, Training and Tips, Adventure)
- 15. 65% uplift in traffic from SEO
- 16. Referred users are 3 xmore likely to convert
- 17. Strong leadership positioning amongst the competition allowed Dive Rite to weather economic downturnFrom the CONTENT MARKETING INSTITUTE http://www.contentmarketinginstitute.com/2011/04/diving-into-content-marketing/
- 19. Standardise editorial guidelines & quality standards for content
- 20. Defined ongoing management process for content to ensure consistency across brandFrom chaos… to content strategy From Confab content strategy conference, May 2011: An eBay use casehttp://www.slideshare.net/nikkitiedtke/ebay-use-case-implementing-a-content-strategy-within-virtual-diverse-teams
- 21. How can we help?
- 22. Questions? Get in touch! Dan Richardson | Business Development Director p 61 2 8248 5007 f 61 2 8580 5052 m 61 432 274 411emaildan@switchedonmedia.com.au Wai Chim | Head of Content p 61 2 8248 5061 f 61 2 8580 5052 emailwai@switchedonmedia.com.au Level 12, 60 Miller Street North Sydney, NSW 2060 Australia webswitchedonmedia.com.au