Creating an advantage through content marketing
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This document discusses developing a content strategy for online businesses. It provides examples of key questions a content strategy can address, such as generating new content ideas and enhancing brand experience. The value of a content strategy is to repeatedly create compelling stories across multiple channels. The document then outlines three essential techniques for developing a content strategy: workshops, customer personas, and customer insights. It provides templates and samples for personas, insights from SEO and social media analysis, a thematic matrix to organize content, and a distribution model to publish and measure content. The overall goal is to use a content strategy to drive business objectives through compelling online experiences.
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Creating an advantage through content marketing
- 2. compelling, engaging and useful content experiences can drive your online business
- 3. • How do I generate new content ideas? • How do I enhance brand experience? • How do I move away from content silos? • How can I compete with the OTA’s? • When can I feel like it’s working?
- 4. the value of a strategy is to repeatedly create compelling stories that work on multiple channels.
- 5. CONTENT STRATEGY UX STRATEGY KEYWORD STRATEGY AUDIENCE NEEDSTATES CONTENT CALENDAR THEMATIC MATRIX SOCIAL MEDIA MARKETING OBJECTIVES INSIGHT BRAND COMMERCIAL REPUTATION SEARCH BRAND VISION KEYWORD RESEARCG CONTENT PERONAS SOCIAL MEDIA TOPIC ANALYSIS SOCIAL MEDIA CONTENT ANALYSIS PUBLISH CREATE CURATE GUIDELINES PAGE OPTIMISATION AGGREGATE SYNDICATE MEASURE SOCIAL MEDIA MONITORING OBJECTIVES CONVERSION RATES SEO TRACKING MONTHLY REPORTING
- 6. • WORKSHOPS • CUSTOMER PERSONAS • CUSTOMER INSIGHTS 3 Essential Techniques
- 7. WORKSHOPS • Prepare a lose agenda • Invite all stakeholers from sales to FoH • Don’t look for consensus • Ensure the most senior person in the room speaks last
- 8. CUSTOMER PERSONAS • Ad-hoc personas, don’t prepare in advance • Run ‘a day in the life of’ sessions • Base on how they interact with content • What needs can you help them with
- 9. CUSTOMER INSIGHTS • Mix of SEO & Social Media insights • Look for long-tail keyword opps • Analyse topics of conversation • Analyse reviews and mentions for themes
- 10. What strategy looks like • PERSONA TEMPLATES • SEO INSIGHT • SOCIAL INSIGHT • THEMATIC MATRIX • DISTRIBUTION MODEL
- 11. The Aspirationist • Fuel their romantic vision of Dubai • Bring them closer to an aspirational lifestyle • Curate the news and content they’re sharing The Situationist • Get under the skin of Dubai • Help them align Dubai with their lifestyle – family/business/ couples • Give them simple guides to getting by PERSONA TEMPLATES (SAMPLES)
- 13. Analysis of user content around Dubai between 1st January 2015 and 1st May 2015 revolves around three key categories: • The majesty of the landscape • Holiday groups – families/couples/business • Aspirational escapism SOCIAL INSIGHT (SAMPLES)
- 14. These categories were reinforced by the most popular content across social platforms: • strong engagement with UGC landscape and iconic landmarks • Highest amount of shares and likes for celebrity Dubai news • Strong performance for posts that define Dubai for families, couples and executives. SOCIAL INSIGHT (SAMPLES)
- 15. Personas Goals Content ThemesContent ThemesContent ThemesPersonas Goals Experiences Make it right for you Guides and essentials Aspirationist increase brand awareness Spots for the perfect selfie blog post (+) Fitting in with the Dubai fashionista’s post (+) Bar & club maps Aspirationist increase brand awareness Dubai celeb news feed Party like an A-lister Ultimate shopping Situationist drive ancillary revenue Dubai for kids post Romantic hotspots map (+) Neighbourhood-by- neighbourhood map Appropriate clothes Buying the essentials Situationist drive ancillary revenue Networking in Dubai Top corporate hotels Laws & etiquette top tips What to do if you get lost Situationist facilitate a lifelong memory Networking in Dubai Top corporate hotels Laws & etiquette top tips What to do if you get lost THEMATIC MATRIX (SAMPLES)
- 16. Landing page content Organic links social media content Blog articles Native advertising Blogger outreach Influencer marketing Branded content DISTRIBUTION MODEL
- 17. Stop looking at content as a campaign that supports a marketing tactic or initiative, and instead start looking at all of your online marketing as a function of content.