Building a content strategy you can execute yourself
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The document outlines a comprehensive guide for building and executing a content strategy that engages audiences and generates revenue. It highlights the importance of understanding content types, developing a clear strategy, creating key messages, and planning through content calendars. Additionally, it provides practical tips, examples, and emphasizes the significance of leveraging social media as a distribution vehicle for valuable content.
Building a content strategy you can execute yourself
- 1. Building a Content Strategy You Can Execute Yourself …And Why You Should @RaniMonson
- 2. Agenda • What is Content? • Does Content really make $? • Building your Content Strategy • Executing your Content Strategy • From the Trenches: Jake Thompson of Compete Every Day • Last Tips @RaniMonson
- 3. @RaniMonson
- 4. Warning @RaniMonson
- 5. It might help to understand… MY PERSPECTIVE ON CONTENT @RaniMonson
- 6. @RaniMonson
- 7. Who I Am @RaniMonson
- 8. The First Job • After asking the question “why” my entire life, I became a newspaper reporter • I was getting paid to create content! • Belief system: – Content matters in life @RaniMonson
- 9. The Second Job…Content Confusion • Acquire content • Make money with said content • Huh… @RaniMonson
- 10. Content | Money Tug-of-War • Struggle: the balance between love for content and the ability to monetize it – That approach (aka skepticism) is the same for Content Marketing • Does it result in sales? @RaniMonson
- 11. WHAT IS CONTENT? @RaniMonson
- 12. What is Content, Exactly? • Content = Information • Information (aka content) can take many forms and formats – Text – Photos – Infographics – Testimonials – Audio – Video @RaniMonson
- 13. @RaniMonson Source: PRWeb
- 14. @RaniMonson
- 15. Finally. We get to the money. GOOD CONTENT WILL HELP YOU MAKE MORE MONEY @RaniMonson
- 16. Most Effective Types of Content @RaniMonson
- 17. • Companies that publish 15 or more blog articles per month generate 5x more Web traffic than companies that don't blog at all – Those that blog 9-15 times / month generate 3x more traffic than those that don't blog • Companies generate a 45% lift in traffic when they increase the number of published blog posts from 11-20 articles to 21-50 articles. – Small businesses (1-10 employees) tend to generate a bigger lift than larger companies when they accumulate published blog content @RaniMonson
- 18. BUILDING YOUR CONTENT STRATEGY @RaniMonson
- 19. Keys to Successful Content • Create a Content Strategy – Know your audience • Content is currency — something we trade for our audience’s attention – Create 1-3 Key Messages • These will be repeated over and over and over again to build your brand • Verbatim: not the time to be creative • Basis of your content strategy – Key Messages can answer: • Why business is unique / competitive advantage • Why you’re better than the competition • Why clients refer business to you @RaniMonson
- 20. Content Calendar • Plan ahead – This will let you reinforce your key messages • Block out rolling 13 months – Holidays – Seasons – Industry events / conferences • If that’s too daunting, try 13 weeks – Or days • Just get started – Pick a topic | format you like • Keep the technology simple – Paper is your friend – So is Word / Excel • Don’t over think – it’s digital – It can be deleted @RaniMonson
- 21. Much of the Calendar Will Be Evergreen Content • Content that is always relevant, or “green” – Can plan / prepare ahead • Examples: – Historical industry info – Lessons learned – FAQs – Case studies – How-to guides – Q&A – Calendar of industry events @RaniMonson
- 22. Curate More Content for Calendar • Content you curate is created by someone else – And you give them credit for their work • Don’t plagiarize, steal, etc. – It’s bad content karma • Sources: – Industry websites / trade publications / analysts – Your business partners – Guest bloggers – Competitors @RaniMonson
- 23. Last, Add Timely Content to Calendar • This means you will adjust your calendar to account for timely information – Postponing something that can wait • Industry news • Emerging trends • Data / facts • Research reports @RaniMonson
- 24. Other Sources of Inspiration • Pop culture: movies, music, TV • Media: news, magazines, websites • Remember: Truth is stranger than fiction • Be careful with: – Current events – Politics – Religion @RaniMonson
- 25. Jake Thompson – Compete Every Day HOW ABOUT A REAL EXAMPLE @RaniMonson
- 26. Compete Every Day • Knew we couldn’t compete with Compete.com for Google Ad Words • Miniscule budget – all money was going into apparel and events • Needed angle to grow our brand’s unique story & passionate community @RaniMonson
- 27. Compete Every Day • Daily stories of people, brands, causes that fit the Compete Every Day message • Post 1-2 stories per day on website blog • Post 3-5 items on social media channels, including graphics, quotes, & apparel • Search & initiate conversations @RaniMonson
- 28. Compete Every Day • Distribution on social media channels • Promote with collateral & images offline to drive traffic to site @RaniMonson
- 29. Are we done yet? I’M BORED @RaniMonson
- 30. Additional Tips • Read your content to yourself – out loud • Ask someone else to read it • It’s digital! – You can always fix it later | Hit delete • Schedule a deadline for yourself – Withhold things you like until you do it • Yes punish yourself • If it just isn’t going to happen… – Consider paying someone else to do it – That way it will get done @RaniMonson
- 31. Put Your Content to Work + Metrics @RaniMonson
- 32. Don’t Confuse Social Media Tools With Content • Businesses rush to jump on social media • Often don’t stop to think – What they want to say – Who they want to say it to – aka a Content Strategy • Key is to remember social media is a vehicle - only – It drives traffic to your content – But your content needs to add value @RaniMonson
- 33. Q&A | Thank You Rani Monson rani@RainMakingMarketing.com http://www.slideshare.net/ranimonson Jake Thompson jake@competeeveryday.com @Jake_T4 @RaniMonson
Editor's Notes
- #8: Daria