1) Content strategy is important for enabling success in content marketing by planning for content creation, governance, distribution, and promotion across channels. 2) Companies often fail at content marketing because they do not have a centralized strategy and silo content across teams and platforms. 3) An effective content strategy requires understanding audiences, setting goals and metrics, creating content calendars, and establishing governance guidelines and processes.

1. Content Strategy Enabling Success in Content Marketing

2. Content
Consumption Capacity
Given that there is already content overload
Source: http://38.media.tumblr.com/tumblr_mdka1l6xO71roll6uo1_1280.jpg
!
Content
Production
Content
Production

3. Source: tumblr_mj8qpvGFkJ1qz5xeho1_1280.jpg
…and even more to come
!

4. Smart watches, smart cars, smart home appliances will soon
provide, produce and exchange personalized, location-aware
content in real-time

5. By that time you don’t want to create isolated contents anymore
!

6. instead you should have a system in place that connects the dots
!

7. Content
Marketing
Strategy
Blogs
Print
based on an overall Content Marketing Strategy
!
Smart
TV
Mobile/Tablets
Social Digital Signage
In-Car
Systems
Micro
Sites
Smart Watches
Email
Website

8. Seams feasible,
so why do many companies still
#FAIL
in getting even the basics right
at Content Marketing?
!

9. Many are afraid and paralyzed by that Content Monster
!

10. They don’t know where to start and can’t see the patterns
that need to be followed

11. Radical change is necessary in order to be successful
!

12. Silo Silo Silo
Start by tearing down those stupid silos apart
!

13. Don’t just rely on traditional creative team set-ups
!

14. Hire specialists to do the job
!

15. As topics can be timely, things can get messy
!

16. Therefore internal processes need to be optimized
in order to perform

17. Know your audience and create „Personas“
!

18. Define how your success looks like
!

19. Goals & Objectives have to be SMART:
Specific, Measurable, Actionable, Realistic and Timed

20. right
for your
business
Sweet
Spot
right
for your
audience
Themes & Topics need to be defined
!

21. Make a Content Audit
!
Content Calendar

22. Archive Everything

23. and Upgrade Constantly

24. Develop a Content Calendar

25. Awareness Consideration Decision
Content Content Content
Map your content to the sales funnel

26. And before you finally start to create new content

27. Prepare Guidelines

28. Set up a Process Design

29. and Agree on it

30. In case of emergency

31. Know your fire exits

32. You safe yourself some time and money

33. if you think and plan ahead

34. …like tailoring every piece of content
according to users’ habits and the platforms you want to use

35. Always keep in mind that your content could R.I.P. forever
!

36. if you don’t spend enough time on how-to distribute and promote it
★
!

37. Always form allies and make friends
★
!

38. Content Strategy Enabling Success in Content Marketing
Trust me, there’s light in the darkness if you follow this advice
!

39. Content Strategy Enabling Success in Content Marketing
Plan
Do
Amplify
Content Strategy plans………………………………………………………
for the creation, governance…………………………………………………
……………………………………………………………. distribution & promotion of content…………………………

40. Project Title
As the core idea of Content
Marketing is and will be
if you produce and share great
content you ultimately become an
authority

41. Project Title
offer value
to earn attention

42. Project Title
no matter if you
inform, entertain or
provide solutions

43. Project Title
you will be awarded
with Authority
resulting in
Loyalty & Advocacy
!
aka
better customers and more customers,
the ones who remain customers, and send you
more customers

44. That’s all Folks!

45. Concept