Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

4 easy ways to enhance your content strategy


Published on

What can a show about nothing teach you about content strategy? A lot actually! Our upcoming webinar compares the satirical, societal norms from television’s Seinfeld to your own content strategy. This presentation shares 4 easy ways you can enhance your content strategy.

Published in: Marketing
  • Be the first to comment

  • Be the first to like this

4 easy ways to enhance your content strategy

  1. 1. 4 Easy Ways to Enhance Your Content Strategy Taylor Pettis, Director of Marketing
  2. 2. What can you learn from a show about nothing?
  3. 3. 9 out of 10 businesses are “doing” content marketing but, their success rate is only about 30%
  4. 4. Stop chucking content.
  5. 5. What is content?
  6. 6. Why does content matter? Content is at the heart of everything! It’s how you communicate with your audience. Don’t forget, people consume more content in the digital era than ever before so it’s important you: • Cut through the clutter • Provide relevant information • Solve your customers problems • Make your audience happy
  7. 7. What is content strategy? Content strategy refers to the planning, development and management of content. It’s the design that places the right content, to the right user, at the right time through strategic planning and governance.
  8. 8. What is content marketing? Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience – ultimately to drive profitable customer action.
  9. 9. 4 Content Strategies Right Place Right Message Right Time Right Plan
  10. 10. Right Place Know your audience and the places they visit
  11. 11. Know your audience. Is it relationship George or fun George?
  12. 12. Buyer Persona “A persona is a fictional (or semi-fictional) description or your ideal or target customer. The description is backed by real data and research about your existing customers, and typically include customer demographics, goals and motivation. It’s also common for persona descriptions to list personal interests or hobbies as well.”
  13. 13. Measurement and Analytics Use data insights to validate the right place for your audience: • Website Analytics • Point of Sale Data • Post Purchase Surveys • Social Reviews • Other Forms of Data
  14. 14. Overall Business Strategy Content marketing follows content strategy. Content strategy should follow your overall business strategy. The tail doesn't wag the dog. • Overall business goals and objectives • Target audience needs and concerns • Never create content for content sake
  15. 15. Right Time Know when people will be receptive to your
  16. 16. Timing is everything!
  17. 17. Content Calendar Pretty self-explanatory, plan what content: • Will be created • When it will be created • What consumer needs it meets • Where it will appear or be delivered • How it will be measured or evaluated i.e. deliver Festivus content during Festivus season
  18. 18. Consumer Journey Map Diagram that illustrates the steps your customers go through in engaging with your company, whether it be a product, an online experience, retail experience, or a service, or any combination.
  19. 19. Marketing Automation Automate marketing actions to seamlessly reach your audience at the time that is best for them… Oh, in the right place too!
  20. 20. Right Message Are you sending the right message to your
  21. 21. Does your message stand out from the crowd?
  22. 22. Hot Buttons Solution Content Type CTA | Offer List your audiences frustrations inside a matrix. For each frustration, list a way that your product or service resolves their pain points Website, Blog, Ad, Video, Podcast, etc. Is there an ask or an offer associated with this content Frustration A Solution A Video Back to School Sale Frustration B Solution B Blog Free Estimate Create content based on your audience's needs
  23. 23. Topic Clusters Mind mapping strategy that places your customer needs at the center with your resolves to their needs mapped out as nodes.
  24. 24. Communications Brief Create a brief for each campaign, product or project that begins with a communication objective and how you will achieve your messaging goals.
  25. 25. Point of View Structure Messaging strategy to help your target audience change by brainstorming: 1. Status Quo 2. Flawed Approach 3. Consequences of No Change 4. New Way 5. Likely Outcome (From Corporate Visions, primarily B2B workshop, but easily reworkable for all audience types)
  26. 26. Speak to Your Audience (From Corporate Visions)
  27. 27. Brand Integrity brand management Programs
  28. 28. Right Plan Pull all of your strategy together and begin
  29. 29. Good things can come from a process.
  30. 30. Build | Measure | Learn • Create a culture of testing • Let data drive your decisions • Optimize your content and your campaigns
  31. 31. Other Resources • A/B Testing ( • Keyword Research ( • Fall in Love with Content Marketing ( • Content is Queen ( • Proofreading Checklist ( • Content Audit Template (
  32. 32. Get Creative • Guinness Book of World Records • Michelin Star Restaurants • National Anthem at Sporting Events
  33. 33. Other Examples • Anything Red Bull does • Squatty Potty • Dollar Shave Club
  34. 34. Thank you. Taylor Pettis Tweet me: @tpettis