CONFAB Minneapolis: Plan, Create, Amplify and Measure
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This document provides guidance on developing an effective content strategy and process. It emphasizes starting with planning, which involves understanding the audience, objectives, and current content. It also stresses the importance of getting stakeholder agreement and conducting a content audit. The process then involves creating new and curated content, amplifying it using various tactics, and measuring results across multiple stages. While complex, an effective content strategy requires considering all these elements holistically with the right time and budget allocated to each step.
CONFAB Minneapolis: Plan, Create, Amplify and Measure
- 1. INTEL CONFIDENTIAL, FOR INTERNAL USE ONLY1 Plan, Create, Amplify and Measure @PamDidner #ConfabMN Global Integrated Marketing Manager
- 2. 2 You need to… Think Disagree with me One or two take-‐away
- 3. 3 Scope No Intel talk No Step-‐by-‐step processes Yes to Sharing <ps
- 4. 4 Measure Amplify Create Plan Content Process
- 5. 5 Plan Audience Business Objec<ve Content Audit Content Strategy
- 6. 6 Plan (and Research) Audience Business Objec<ve Content Audit Content Strategy WHY WHAT WHEN WHERE WHO HOW HOW MUCH
- 7. 7 Three tips OK NOT to know everything Get “everyone” to agree on objec<ve and strategy Content audit is a must
- 8. 8 It’s OK not to know everything… You must know: • Business Objec<ves • Audience • How your company views content
- 9. 9 Form your content team Stakeholders: • Strategic decision makers • Money people • Champions • Showstoppers • Interested others Source: Content Strategy for the Web by Kris<na Halvorson and Melissa Rach
- 10. 10 ü Agree on strategy and plan ü Iden<fy a problem/ an opportunity ü Trends/Best Prac<ce sharing ü Request for help Form your content team (continued) Get them interested Source: Content Strategy for the Web by Kris<na Halvorson and Melissa Rach
- 11. 11 Content audit is a must Types of audit Quan<ta<ve inventory Qualita<ve audit: Best Prac*ce Assessment Qualita<ve audit: Strategic Assessment Descrip<on A list of all or sample the content you have A comparison of your content against industry’s best prac<ce (done by 3rd party) An in-‐depth look at how our content measures up to your strategic goals When Before strategy Before strategy AVer implementa<on Source: Content Strategy for the Web by Kris<na Halvorson and Melissa Rach
- 12. 12 Categorize content database It’s OK to start with an Excel file • audiences • topics • purchase cycle • formats • other categories (products, members etc.)
- 13. 13 Create “Big Idea” Editorial Planning Curated Content Original Content Content Gap
- 14. 14 Create with a purpose Keep it relevant to your product and messaging Align content with purchase cycle It’s Ok to skip “Big Ideas”
- 15. 15 Amplify Original content Cura<ng content Content mapping CRM Content mapping
- 16. 16 Three tips Op<mize via trial and error Create content within content Bring them back to an awesome website
- 17. 17 Inbound traffic Publica<on Effec<veness Quality / quan<ty Measure Quality / quan<ty Leads Original content Cura<ng content Content mapping CRM Content mapping
- 18. 18 Three tips FragmentaEon is reality Pick 2-‐3 measurements at each stage Draw assump<ve insights
- 19. 19 Time vs. Budget Measure Amplify Create Plan 40% 20% 20% 20% 10% 10-‐30% 30-‐50% 10-‐30% Time Budget
- 20. 20 Managing content is complicated It takes a team Holis<c view is challenging Understand what data means to you