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Content Strategy: And how to suck less at it


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Here's the truth, the majority of marketers FAILat content marketing. Don't believe us, data shows the overwhelming amount of companies openly admit that their content marketing is not meeting their expectations.

Our presentation shares content marketing "do's" and "don'ts" and how content strategy is the foundation for successful content marketing.

Published in: Marketing
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Content Strategy: And how to suck less at it

  1. 1. And how to suck less at it.
  2. 2. Today’s Presenters Taylor Pettis Chrissi Reimer Sr. Marketing Manager @tpettis Kristin Boeser Content Strategist @chrissireimer Sr. Strategist, Content @kristinb39
  4. 4. WE CAN ‘DO’ BETTER.
  5. 5. AGEN-DO Definitions • What is content? • Why is content important? • What is content strategy? • What is content marketing? Myths Getting Started Measuring Success
  6. 6. What is content?
  7. 7. Why is content important?
  8. 8. What is content strategy?
  9. 9. “A content strategist is like a business analyst for your content. We look at how content is currently helping (or hindering) your business and develop a strategy to make it work better.” Sally Bagshaw, Founder, Brisbane Content Strategy Group and Snappy Sentences
  10. 10. What is content marketing?
  11. 11. “… Create valuable, compelling and relevant content on a consistent basis and build an audience over that time in order to see some profitable customer action.” Joe Pulizzi, Founder, Content Marketing Institute
  12. 12. Should I focus on content strategy or content marketing?
  13. 13. Content Strategy Content Marketing PLANS For the creation, publication and governance of content EXECUTES To attract, engage and convert using content
  14. 14. Content Strategy Content Marketing MANAGES Business assets PRODUCES Profitable actions
  15. 15. Content Strategy Content Marketing GUIDES Relevant messages DELIVERS In the right place and time
  16. 16. Content Strategy Content Marketing
  17. 17. Source: Forrester Wave™ survey via AdAge, Is It Content or Is It Advertising?
  18. 18. ?
  19. 19. This sounds expensive.
  20. 20. +
  21. 21. +
  22. 22. This sounds expensive.
  23. 23. Where do I start?
  24. 24. Content Strategy Brand + Business Priorities Audience + Audience Priorities Marketplac e Opportunit Content Analysis Content Planning Content Execution Revise, Reduce, Create Measure + Optimize 56
  25. 25. How will I know if I’m successful?
  26. 26. Map elements to measurable metrics.
  27. 27. REVIEW
  28. 28. LET’S DO THIS THING!