Content Strategy Basics
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1. Content should be the main consideration in any digital strategy, as content is what is offered to customers online. Channels and technology are meant to facilitate content delivery. 2. Digital marketing is becoming more technology-driven, analytical, and operationally-focused as marketers take on more multi-channel responsibilities. Customer expectations are also evolving rapidly. 3. An effective content strategy involves planning based on customer insights, setting objectives, developing content and distributing it across owned, paid and earned channels to meet business and customer goals. It is an ongoing process of measuring, optimizing and repurposing content.
Content Strategy Basics
- 1. The Digital World Content is King by Sandra Riches October 2012
- 2. What I did and what I do Digital Strategist 13% TV producer 19% SEO/SEM Senior Account Manager 12% GM/CEO digital agency 37% Digital Account Director 19%
- 3. What we’ll cover today Introduction Where is digital at Content Strategy & Marketing principles Some examples Exercise
- 5. Introduction At the core of digital is content Content is ultimately what you are offering your customer online Content should be your main consideration in any digital comms Channels and technology are merely there to facilitate
- 6. Top Down Campaign Usually driven by message business objectives Social SEM Banner ads SEO Website Email or microsite
- 7. Bottom Up – our focus for today Social SEM Banner ads SEO Website Email or microsite Useful Usually driven by content customer needs
- 8. + Where is digital at?
- 9. Marketing and comms are becoming more technology driven and analytical
- 10. Marketers are Multi Taskers
- 11. And as a consequence, they are becoming more operationally focused
- 12. Devices diverge
- 14. Our customers expect us to keep up with the their ways of communicating
- 16. Facebook vs Email vs Twitter Source: ExactTarget, May 2012
- 17. Device usage by age Source: Yellow Social Media Report, AIMIA, June 2012
- 18. Don’t talk at customers
- 19. Talk with them
- 20. So how is the role of content changing in all of this?
- 21. Content is NOT a feature
- 23. Create Once, Publish Everywhere
- 28. + Content Strategy Principles
- 29. What is a content strategy? “A content strategy embraces words, images and multimedia to systematically enhance consumer engagement and conversion rates.” Rebecca Lieb
- 30. 1 PLAN Where are we now? - Customer insight
- 31. Customer insight Use Customer Insights to determine customers needs. Develop Personas to determine your customer needs and pain points. Create User Journeys for each Persona to determine pathways from initial interest to conversion. This is likely to cross multiple channels.
- 32. Customer insight – Persona
- 33. Customer insight – User Journey
- 34. Customer Insight – User Journey
- 35. 1 PLAN Where are we now? - Customer insight - Market trends - Competitor analysis - Content audit
- 37. But where?
- 38. Content Audit
- 39. 1 PLAN Where are we now? - Customer insight - Market trends - Competitor analysis - Content audit Where do we want to be? - Setting objectives
- 40. Source: Content Marketing Institute 2012
- 41. Find the Sweet Spot Business Goals Sweet Customer Goals Spot
- 42. 1 PLAN Where are we now? - Customer insight - Market trends - Competitor analysis - Content audit Where do we want to be? - Setting objectives How do we get there? - Set out Online Value Proposition (OVP) - Develop strategies - Develop a Content Grid
- 43. Content Grid
- 44. 2 TEAM Who is going to do it? - Who will be ultimately responsible for the content - Who will create the content(internal vs external) - Who will publish the content - Who will monitor the content - Set out a content workflow with the appropriate tools
- 45. 3 IDEAS How exactly do we get there? - Think tactically - Use your Content Grid - Keep your customer front of mind - Fill in the details
- 46. Source: Content Marketing Institute 2012
- 47. Ideas are the biggest challenge Source: Content Marketing Institute 2012
- 48. 4 PRODUCTION - Create an editorial Calendar
- 50. 4 PRODUCTION - Create an editorial Calendar - Develop the content
- 51. 5 AUDIENCE DEVELOPMENT - The job is not done when the content is live - Distribute the content using the most optimal channels
- 52. Preferred method of online comms
- 53. Distribution Options Owned Bought Earned Own website Banners CPM Social Media Own mobile site Banners CPA Editorial articles Own micro sites SEM SEO Own Social channels Sponsorship Blogs Email House list Forums Own blogs HIGH CONTROL LOW
- 54. Distribution Options – Awareness Owned Bought Earned ✔Own website ✔Banners CPM ✔Social Media ✔Own mobile site Banners CPA ✔Editorial articles Own micro sites ✔SEM ✔SEO ✔Own Social channels ✔Sponsorship ✔Blogs ✔Email House list Forums ✔Own blogs HIGH CONTROL LOW
- 55. Distribution Options – Conversion Owned Bought Earned ✔Own website Banners CPM ✔Social Media ✔Own mobile site ✔Banners CPA Editorial articles ✔Own micro sites ✔SEM ✔SEO ✔Own Social channels ✔Sponsorship ✔Blogs ✔Email House list ✔Forums ✔Own blogs HIGH CONTROL LOW
- 56. 5 AUDIENCE DEVELOPMENT - The job is not done when the content is live - Distribute the content using the most optimal channels - Repurpose content where possible
- 58. CONVERSION, M 6 7 EASURE AND OPTIMISE How do we monitor performance? - Measure your objective’s KPIs - Use your web analytics to find stumbling blocks - Improve the User Experience and content continuously
- 59. + Some Examples
- 74. + Conclusion
- 75. What should you DO with this? Think about this process whenever you want to “put something on the web” Think about this process when you are setting out your annual marketing strategies Start considering alternatives Feel empowered to understand what questions to ask and what potential is there
- 76. Most common mistakes (please avoid!) Inconsistent content, which could be the result of treating the content as a campaign Talking too much about the brand and not focusing on high-quality content Not atomising the content into multiple channels in the right context Failing to segment content Ineffective resourcing No promotion plan around the content marketing strategy Source: Joe Pulizzi, executive director of the Content Marketing Institute
- 78. + Exercise
- 79. Exercise 1 – Business Objectives Open Day is coming up in 9 months time. You have decided that the Digital Channel is at the core of your communications with your students. _________________________________________________________ Q: What is the main Business Objective you are hoping to achieve through Open Day?
- 80. Discuss – Business Objectives So what is the one thing we need to achieve? Is this different now that Digital is at the core of your strategy?
- 81. Exercise 2 – Consumer Needs You have a clear idea of what you want to get out of Open Day this year. Now it is time to consider your audience. _______________________________________________________ Q: Who is your target audience (please segment) Q: What questions will they have?
- 82. Discuss – Consumer Needs So who is our target audience? Do we currently segment our audience this way? What questions do they need answered? Do the questions differ before, during and after Open Day?
- 83. Exercise 3 – Content Grid Now you know your Business Objectives and your Consumer Needs, you can work out what content is needed. ______________________________________________________ Q: Please complete the Content Grid Q: So what is your Online Value Proposition?
- 84. Exercise 3 – Content Grid Segment 1 Segment 2 Segment 3 Before Open Day During Open Day After Open Day OVP:
- 85. Discuss – Content Grid What messages should be communicated What content features or tools do we need Do we need to create new content? Where will the content live?
Editor's Notes
- #17: Source: ExactTarget, May 2012
- #18: Source: Yellow Social Media Report, AIMIA, June 2012
- #35: Source: Techtarget – How IT buyers make decisions
- #43: What questions does the Persona want to answer at this stage in the process?What are the topics and categories that would provide this content and answer these questions?What are some sample headlines for content in each cell?What formats (blog posts, videos, eBooks, etc.) would this content be delivered through?
- #53: Source: Nielsen Social Media Report, February 2010