The document discusses the differences between content strategy and content marketing. Content strategy is about planning for content creation, publication and governance by focusing on the user, big picture, and governance. Content marketing is about specific tactics and campaigns by focusing on the business. The document then outlines the key elements of content strategy - purpose, people, processes, platforms, principles, and performance - and provides examples for each element. It argues that content strategy is needed to plan effective content marketing over the long-term.

1. Why content
marketing needs
content strategy
Content Marketing Show
November 2013
@la_pope
brilliantnoise.com
Thursday, 7 November 13

2. What’s the
difference?
Thursday, 7 November 13

3. “Content strategy
plans for the
creation, publication
and governance of
useful, usable
content.”
Kristina Halvorson, Brain Traffic, http://goo.gl/
JiSpjs
image (cc) Antony Hutchinson
Thursday, 7 November 13

4. “Content marketing
is a technique of
creating and
distributing relevant
and valuable content
to attract, acquire,
and engage a clearly
defined and
understood target
audience.”
The Content Marketing Institute, http://goo.gl/
UP4Q1g
image (cc) Content Marketing Institute
Thursday, 7 November 13

5. Content strategy is about the
‘how’, the user, the big
picture, the governance and
the planning.
Content marketing is about
the ‘what’, the business, the
tactics and the individual
campaigns.
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6. The elements
of content
strategy
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7. Brilliant Noise content strategy model
Purpose
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People
Processes
Platforms
Principles
Performance

8. Purpose
/ˈpəːpəs/ noun
The overarching reason why
your content exists.
Purpose applies to every
piece of content, not just
specific campaigns.
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9. “To bring inspiration
to every athlete* in
the world.
*If you have a body,
you are an athlete.”
Nike, http://goo.gl/XTLh7a
image (cc) Photon
Thursday, 7 November 13

10. “What is content
anyway?”
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11. “What is content
anyway?”
‘Purpose’ gives you
the answer.
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12. Principles
/ˈprɪnsɪp(ə)l/ noun
The fundamental propositions
that form the foundations of
your content.
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13. “ 1. Inspire
participation
amongst the very
best
2. Connect these
creative minds
3. Share the results of
our efforts
4. Continue
development
5. Measure success.”
Coca-Cola, http://goo.gl/xtGCTz
image (cc) The Cognitive Media
Thursday, 7 November 13

14. “There are too many
different content silos,
and there’s no
consistency.”
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15. “There are too many
different content silos,
and there’s no
consistency.”
‘Principles’ give you a
solution.
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16. Platforms
/ˈplatfɔːm/ noun
The places where and tools
with which your create,
publish and amplify your
content.
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17. Source
RSS
Social
listening
Bookmarking
e.g. Diigo
Yammer
Wiki
Internet
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Create
Publish
Word/Pages
Spredfast
Editorially
Gather
Content
Scrivener
ZenWriter
CMS
Blog
3rd party
sites
Social
networks
Amplify
Social
networks
Email
RSS
Paid content
promotion
e.g. PPC,
OutBrain,
Zemanta

18. “The CMS fills me with rage.”
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19. “The CMS fills me with rage”
‘Platforms’ make sure it
never comes to this.
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20. Processes
/ˈprəʊsɛs/ noun
The series of actions that you
need to complete to create
your content.
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21. Content is
published.
Editor gives
stakeholders a final
chance to sign off
controversial/
sensitive content.
START
Thursday, 7 November 13
Text
GOAL:
great
content
Content writers
write content.
Editor gives briefs
and source
material to
content writers.
Content is amplified. Content is measured
and optimised.
Editor proofs, checks
against the brief,
style and tone of
voice guide, and
principles.
Content working
group add ideas
and/or source
material to a
content planner.
Editor prioritises
based on user
needs and content
principles, creates
content plan.
Editor writes
content briefs and
secures sign off
from relevant
stakeholders.

22. GOAL:
great
content
Some
people like/
love it
Most people
hate/are
indifferent
People read
the content
No one
reads the
content
Content is
approved
Content
ready for
publication
CMS doesn’t
support
content
format
Delays mean
content is
out of date
Text
Content is
published
Content
isn’t
approved
Send
content for
sign off
Write
content
Get brief
signed off
Write
brief
START
Create idea
for
campaign
Argue over
who owns
content
Research
content
Fail to find
source
material
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23. “The sign-off process
is ridiculous.”
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24. “The sign-off process
is ridiculous.”
‘Processes’ plan away
sign off problems.
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25. People
/ˈpiːp(ə)l/ noun
The people involved in the
content process and the way
they are organised in relation
to it.
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26. Content organisation models
- Content department: an in-house or agency team that creates
content for the whole organisation.
- Content centre of excellence: content experts who provide
leadership and guidance on best practice across the organisation
- Content council: a group of content professionals from across the
organisation that meet regularly to make sure content is aligned.
- Cross-functional content chief: a senior executive with crossdepartmental authority.
- Content lead: a person who leads content initiatives, but without
cross-departmental authority.
- Executive steering committee: a cross-functional strategic group.
Altimeter Group http://goo.gl/NdxkWC
Thursday, 7 November 13

27. “Everyone/no one
thinks they own
content.”
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28. “Everyone/no one
thinks they own
content.”
‘People’ makes the
hierarchy and team
involved clear.
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29. Performance
/ˈpəˈfɔːm(ə)ns/ noun
The benchmarks for success
and the ways in which you
measure the impact of your
content.
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30. What is your objective? What
metrics will help you see if
you’re meeting that objective?
Visits, unique visits, page views, time
on page, bounce rate, exit rate, return
visits, new visits, shares, likes, links,
views, downloads, comments, share of
voice, brand mentions, customer
satisfaction, number of calls/emails/
inquiries, sales, leads, sales funnels...
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31. Content strategy
gives you a
formula for
creating great
content time and
time again.
image (cc) eriwst
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32. Implementing
content strategy is
hard - take it one
step at a time until
you get it right.
image (cc) lindaybayley
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33. Thanks
lauren@brilliantnoise.com
@La_Pope
brilliantnoise.com
© 2013 Brilliant Noise
All rights reserved
Thursday, 7 November 13