Customers are becoming blind to traditional marketing interruptions. Creating relevant, engaging and valuable content, such as videos, whitepapers and blog posts, can help to capture their attention online. To ensure you are creating the right content, sharing it via the right channels and reaching the right audiences, Ian Miller, Search Director, at Crafted explains how to develop a content strategy for content marketing.

2. Content strategy
Drive Digital

3. verb [with obj. ]
exercise skill in making (something):
he crafted the chair lovingly | (as adj. crafted) :
a beautifully crafted object.

4. Define content

5. WHITE PAPERS BLOG POSTS
INFOGRAPHICS EVERGREEN
ARTICLES HELP AND ADVICE
GUIDES QUESTIONS AND
ANSWER VIDEOS PODCASTS
WEBINARS EBOOKS OFFLINE
DOWNLOADS FAQS SOCIAL
INTERVIEWS THOUGHT
LEADERSHIP CURATED POSTS
CASE STUDIES IMAGES

6. Key
questions

7. Utility or creativity?
jdhancock
Crafted
PRESENTATION

8. Who’s your
audience?
jdhancock

9. jdhancock
How will they
discover you?

10. An
inconvenient
truth

11. What your
business is
interested in
What your
customers are
interested in
Crafted
PRESENTATION

12. What your
business is
interested in
What your
customers are
interested in
Crafted
PRESENTATION

13. So how do we create
a content strategy?
Crafted
PRESENTATION

14. Step #1
Who are you
talking to?
Crafted
PRESENTATION

15. Crafted
PRESENTATION

16. Crafted
PRESENTATION

17. Crafted
PRESENTATION
Sleep

18. Crafted
PRESENTATION
Music
Sleep

19. Crafted
PRESENTATION
SwimmingMusic
Sleep

20. Crafted
PRESENTATION
Swimming
SafetyKids
Music
Sleep
Travel
SportsMotorbike

21. Crafted
PRESENTATION
Sport
Shooting

22. Crafted
PRESENTATION
Sport
Shooting
Motorsport
Equine
ScubaSurfing

23. Crafted
PRESENTATION
Sport
Shooting
Motorsport
Equine
ScubaSurfing
Clay
Hunting
Target

24. Crafted
PRESENTATION
Swimming
SafetyKids
Music
Sleep
Travel
SportsMotorbike

25. Step #2
What do they
want to hear?
Crafted
PRESENTATION

26. Don’t make
them feel little
jdhancock
Crafted
PRESENTATION

27. They often
just want a little
help
jdhancock
Crafted
PRESENTATION

28. Crafted
PRESENTATION
Consider
• What
• Where
• When
• How
• Why
• Who

29. Crafted
PRESENTATION
Consider
• What is agricultural finance?
• Where can I get financial advice for my farm?
• When will EU subsidies be available?
• How can I apply for agricultural finance?
• Why aren’t chicken farmers eligible?
• Who makes the final decision on my application?

30. Crafted
PRESENTATION
Even the simplest things will fool somebody

31. To feel part
of a community
jdhancock
Crafted
PRESENTATION

32. Don’t be afraid
to be happy
jdhancock
Crafted
PRESENTATION

33. How to plan

34. Crafted
PRESENTATION
Content planning

35. Crafted
PRESENTATION
Content planning
1. White papers
2. Testimonials
3. Competitions
4. Data sheet

36. Crafted
PRESENTATION
Content planning
1. White papers
2. Testimonials
3. Competitions
4. Data sheet
1
3
2
4

37. Content architecture
Crafted
PRESENTATION

38. 1
2
3
Content architecture
Crafted
PRESENTATION

40. Content
priority

41. Crafted
PRESENTATION
Content users
want
Content the
company
wants
Content that
exists

42. Crafted
PRESENTATION
Content users
want
Content the
company
wants
Content that
exists
Polish this Prioritise this

43. Focus on the
numbers

44. Words create
numbers
Theis
Kofoed
Hjorth

45. What is the impact
on your business?
mukumbura
Crafted
PRESENTATION

46. Crafted
PRESENTATION

47. Count interactions
booleansplit
Crafted
PRESENTATION

48. Put performance
into context

49. Cost /
benefit
a
li8le
tune
Crafted
PRESENTATION

50. Key thoughts

51. Be original
jdhancock
Crafted
PRESENTATION

52. Crafted
PRESENTATION
Can you be
incredible?
jdhancock

53. Crafted
PRESENTATION
Make the
most of your
friends
jdhancock

54. Crafted
PRESENTATION
Don’t forget the
housekeeping
jdhancock

55. Crafted
PRESENTATION
Embrace
technology
jdhancock

56. Create something of value

57. Consider the medium

58. Boring doesn’t have to be boring

59. How does it work
in practice?
Crafted
PRESENTATION

60. EASILY
DIGESTIBLE
DIGITAL
INSIGHT

61. jdhancock
Crafted
PRESENTATION

62. jdhancock
Crafted
PRESENTATION

63. jdhancock
Crafted
PRESENTATION

64. jdhancock
Crafted
PRESENTATION

65. jdhancock
Crafted
PRESENTATION

66. jdhancock

67. jdhancock
Crafted
PRESENTATION

68. jdhancock
Crafted
PRESENTATION

69. jdhancock

70. jdhancock

71. All events can
work this way
Crafted
PRESENTATION

72. Crafted
PRESENTATION

73. jdhancock

74. WHITE PAPERS BLOG POSTS
INFOGRAPHICS EVERGREEN
ARTICLES HELP AND ADVICE
GUIDES QUESTIONS AND
ANSWER VIDEOS PODCASTS
WEBINARS EBOOKS OFFLINE
DOWNLOADS FAQS SOCIAL
INTERVIEWS THOUGHT
LEADERSHIP CURATED POSTS
CASE STUDIES IMAGES

75. Updates
• Digital Bites on 3rd June
– Is Google taking over the world?
• Business on a Bike on 19th June
• Sign up to the Crafted Edition newsletter
• Drive Digital is back in September

76. Ipswich Studio: 32ForeStreet,IpswichIP41JU. Tel. +44(0)1473213222
London Office: ClerkenwellWorkshops,27/31ClerkenwellClose.LondonEC1R0AT. Tel. +44(0)2033933852
Thank you…
www.crafted.co.uk | hello@crafted.co.uk | @craftedmedia