A presentation on content strategy presented to University of South Florida digital marketing class.

1. Content
Content Strategy,
Syndication, Blogging
Marketing

2. What is Content?
Content is the words, pictures, videos, songs, tools, games, etc. that are encountered as part of the user experience on a website.

3. The Difference between Content
Marketing and Native Advertising
Native advertising is when an
advertiser attempts to gain attention
by providing content in the context
of the user experience.
Content marketing is when a
publisher uses
awareness, engagement and traffic
driving strategies to lift interaction
with content.
Native advertising is a powerful
subset of content marketing.

4. Integrated Content in Ads
Content widget ties contextually
relevant content to media
Shoppable video seamlessly
blends content and commerce.

5. Content Strategy
…in 140 characters or less

6. Content Strategy
Step-by-Step

7. Step 1: Listen.
// Listen to clients. Take copious notes.
// What is the brand’s mission?
// What is the brand’s history?
// What are their objectives for this campaign?

8. Step 2: Research // Content audit
Purina’s website is a rich content destination.

9. Content Audit
What do they have // What do they need // Who are their customers
Why do they engage with the brand // How do they engage with the brand

10. Step 2: Research //
Competitive analysis
Petco Whole Pets
features an
attractive tile
design and
lifecycle content
that is easy to
share.

11. Competitive Analysis
Who is doing it well // What are they missing

12. Step 3: Plan
Answer these questions:
// Goals of content?
// Audience expectations
// How will audience interact with content?
(Mobile, tablet, desktop, all of the above)
// Static experience or refreshed content hub?
// What are the traffic drivers?
// What KPIs will measure success?
The Purina Pet Park on Walmart.com is a great example of
branded content on a retailer e-commerce site.

13. Step 4: Pitch

14. Step 5: Execute
Working with Designers
Words & pictures go together like
peas & carrots.
Be the peacemaker.
Assigning Work to Copywriters
Copywriters are strategists in-the-making.
Communication before copywriting is key.
The buck stops with you. Check their work.
Integrating content
Make sure brand & original content have
same voice, look & feel
Reviewing Work
Check your strategy.
Put on your copyeditor hat.
This Pampers email puts content forward and commerce
second. The result is a positive emotional connection
before purchase.

15. Step 6: Analyze
You may need to judge your own efforts. Here
are a few tips for that.
// KPI = Key Performance Indicator
Determine what you can measure
// Page views
// Time spent on page
// Clicks
// Conversions
// Social engagement (Likes, Shares, RTs)
An agency should have dedicated resources for
analytics & metrics
// Masters of “what works” for your client’s
sites
// Experts in Google Analytics
// Help determine traffic trends and offer tactics
to reverse negative traffic This is a sample KPI tracker for a client. Their social media campaign
includes unique content, shared content, and promotions.

16. Step 7: Celebrate Success
& Adjust Failure
Tampa Bay
Partnership’s new
website involved a
content strategy
including a
calendar, content
creation and
curation; key player
alignment both
internal and external;
UX insights, and best-
in-class design.

17. Content Syndication
// Content syndication is a great way to gain audience and monetize content.
// Generates incremental revenue
// Drives traffic to site
// Enables re-circulation

18. Content Syndication
Original content from brand site shared via
syndication widget on major publisher sites.
When syndicated article is clicked…
1. Syndication publisher site makes
incremental revenue
2. Syndicated publisher sites receives traffic

19. Blogging
Tips on blogging
// Guest blogging is a great way to extend
voice and increase authority
// Blogs work best when updated regularly
// Create an editorial calendar to ensure
fresh content
// Micro-blogs are great for live and/or
current events
// Don’t forget picture blogs & video blogs

20. The Power of Blogging
River Pools
// Needed to grow online
presence
// Provided contextually
relevant content – not
advertorials!
// Increased organic traffic
120% in first 3 months
// Reduced PPC spending by
50%
// Expanded blog readership
to over 6400 visitors and 260
subscribers
// Owner Marcus Sheridan
now runs a marketing
company, The Sales Lion

21. In-Class Exercise
Problem
// Costa Rica non-profit Territorio de
Zaguates
// Shelter for stray dogs
// 94% mixed breeds
// Consumers have negative view of
mixed breeds, aka “mutts”
Your Task
// How to use content to change the
consumer’s mind
One Country's Plan To Save Unwanted Dogs Is Pure Genius.

22. Tips from Me to You
Websites you should follow…
// Copyblogger
// Content Marketing Institute
// The Daily Egg
5 things I do every day to be a better
content marketer…
#1 Consume a lot of media.
#2 Read product packaging.
#3 Engage in a lot of hobbies.
#4 Listen to someone else’s story.
#5 Daydream as often as possible.

23. Examples
Websites featured in this presentation:
// Purina
http://www.purina.com/
// PetCo Whole Pets
http://wholepets.petco.com/
// Purina Pet Park on Walmart
http://wm6.walmart.com/purina-home.aspx
// Tampa Bay Partnership
http://www.tampabay.org/
// River Pools & Spa
http://www.riverpoolsandspas.com/blog/
// Upworthy
http://www.upworthy.com/

24. Thank you!
Questions?
theautumnstar@gmail.com