Building an effective content creation plan for your business in 2017
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The document outlines the importance of content marketing, describing content as various forms of media used for communication. It presents a five-step plan for developing an effective content strategy, emphasizing the need for audience research, goal definition, content distribution channels, and creation of targeted titles. Additionally, it provides guidance on creating high-quality content aimed at achieving specific customer outcomes.
Building an effective content creation plan for your business in 2017
- 1. Building An Effective Content Creation Plan For Your Business In 2017 Sharon Okanlawon
- 2. What You’ll Get Out of This… 1. What ‘content’ really is 2. Why Content Marketing is so important 3. 5 Steps to developing a Content Plan 4. Your Content Calendar 5. How to create world class content (Bonus)
- 3. First of all… What is Content? Content is everything from words to visual media, audio to infographics, print to digital information. Any piece that is passing information across. It is such a powerful tool used throughout marketing, spanning across search, social media, etc.
- 4. The best content is one that is relevant to the audience it is trying to reach, be it to entertain, to educate, or to be interesting. This invariably means that… The first step of a content strategy is research. You MUST have deep insight into the people that you want to speak to or target...their pain, frustrations, desires, needs, etc. This is the only way your content will be relevant.
- 5. Why Is Content Marketing So Important? 1. People are losing trust in traditional advertising now more than ever before. 2. People are constantly searching for information and Content marketing meets that need. 3. Relevant content has a strong effect on you search engine ranking. 4. It has the power to influence a consumer’s buying decision
- 6. 5. It delivers strong ROI (especially for the long term) 6. Social Media feeds on relevant content 7. Positions your business as an expert in your industry 8. Helps you to build authority and credibility 9. Provides value with no strings attached 10. Develops lasting relationships with your audience
- 7. 5 Steps To Developing Your Content Marketing Plan
- 8. Step 1: Define Your Goal Great content is created for a specific purpose, and this purpose needs to be defined. Ask yourself if you are creating content to… Boost Brand Awareness Generate Leads Strengthen Loyalty with Existing Customers Improve Search Engine Ranking Attract Strategic Partners Build trust and rapport with your audience
- 9. Step 2: Decide How Often You Want To Release Content At this point, decide on the number of times you will release relevant content to your audience… It could be daily, weekly, twice a week, etc. Whatever your choice is (based on the need in your industry and what you can realistically do), the key is to be consistent. Note that momentum is best built when there’s a pattern or habit
- 10. Step 3: Determine The Best Channels To Use To decide what channels to distribute your content should primarily depend on where your audience ‘hangs out’; where they are gathered so you can speak to a large audience at the same time, as well as the people being laser-targeted. Is it… Note that using multiple channels is a plus however… Facebook A Blog Your Email List Other SM Platforms
- 11. Step 4: Determine The Medium Infographics Video Audio Articles
- 12. Step 5: Draw Up Your List of Targeted Titles • With a solid idea of the purpose of your content and where it’s going to be placed, you can now start to create optimized titles for your plan. • Here, you will need to refer to your market research findings to help you create content around themes that you have discovered your target audience is searching for. The bottom line is to always think of the user’s needs first, before the search engines.
- 15. How To Create World Class Content
- 16. 1. Know your ROLE and your AUDIENCE
- 17. 2. Create for OUTCOMES What does your customer want to achieve? Does it help them achieve/be something specific? If you just inspire and they don't learn anything new,
- 19. 3. Include Core Elements: B. The Possibility C. The Perspective E. The Plan D. Your Personal Story F. Positivity A. The Problem
- 20. 4. Organised by FRAMEWORKS: You have to make it ‘chunckable’ for them to receive. World class content is always sequential; it moves people from point A to B.
- 21. Still on Frameworks… You are trying to get them from point A to B with a plan. A FRAMEWORK helps to break that movement down into understandable elements.
- 22. IDEA/DIRECTIVE Give Examples Share a Story Teach strategies IDEA/DIRECTIVE Give Examples Share a Story Teach strategies An Idea: “Good Nutrition” A Directive: “Eat Fresh Vegetables Everyday” IDEA/DIRECTIVE Give Examples Share a Story Teach strategies IDEA/DIRECTIVE Give Examples Share a Story Teach strategies DESIRED OUTCOME
- 23. THANK YOU