From Inception to Delivery - How to Create a Winning Content Strategy
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The document outlines a comprehensive strategy for effective content marketing, emphasizing the importance of breaking down silos in marketing teams and taking an integrated approach that includes SEO, social media, and outreach. It suggests that marketers should define their goals, understand their audiences, and consistently review and refine their content strategies. The document also highlights the necessity of collaboration and utilizing data to improve content creation and outreach efforts.
From Inception to Delivery - How to Create a Winning Content Strategy
- 1. WWW.BLUEGLASS.COM 1 So Long, Silo Why it’s time to say goodbye From Inception to Delivery How To Create A Winning Content Strategy www.blueglass.co.uk @irmahunkeler Irma Hunkeler Head of Content BlueGlass Robert Taylor Content Strategist BlueGlass
- 2. WWW.BLUEGLASS.CO.UK - @KEVGIBBO 2 Promoting Content is Getting Harder It’s tough to stand out from the crowd when there’s: ● 347,222 tweets ● 4,166,667 FB likes ● 300 hours of YouTube video Every. Single. Minute! Lorem Ipsum is simply dummy text of the printing and typesetting industry. Lorem Ipsum has been the industry's standard dummy text ever since the 1500s, when an unknown printer took a galley of type and scrambled it to make a type specimen book www.blueglass.com@IrmaHunkeler
- 3. WWW.BLUEGLASS.CO.UK - @KEVGIBBO 3 So why make it even harder?! @IrmaHunkeler
- 4. WWW.BLUEGLASS.COM 4 So Long, Silos... (Why it’s time to say goodbye)
- 5. WWW.BLUEGLASS.COM 5 So recognise that content marketing includes search, content, social and outreach. A Silo Culture Causes Problems Source: Teradata 2015 Global Data-Driven Marketing Survey: Progressing Toward True Individualization For 80% of marketers, silos mean they don’t know how their campaigns are performing. @IrmaHunkeler PROBLEM SOLUTION
- 6. WWW.BLUEGLASS.COM 6 The 4 Branches of the ‘Content Tree’ SEO Team Content Team - Involve key target publishers - Link building and digital PR - Research what social influencers are talking about - Paid Social Winning Content Campaign - Content & technical SEO Audit - Keyword research - Brainstorming & Ideation - Content Production Social Team Outreach Team @IrmaHunkeler
- 7. WWW.BLUEGLASS.COM 7 Inception What are your goals?
- 8. WWW.BLUEGLASS.COM 8 Where to start? • Content and technical audit to review the SEO strengths and weaknesses. • Keyword research to identify easy wins. • Create a document with key findings for content team. SEO Findings SEO findings need to be fed into the idea generation process! @IrmaHunkeler
- 9. WWW.BLUEGLASS.COM 9 What are you KPIs? Are you interested in… … social shares? … traffic and links to your site? … audience engagement? … sign-ups and conversions? … ROI? Know Your Campaign Goals Depending on your goals, your content creation objectives will change too! @IrmaHunkeler
- 10. WWW.BLUEGLASS.COM 10 ● Social media engagement ● SEO (long-tail) ● Authority links ● Digital PR coverage ● Referring traffic Short-TermContent Marketing Isn’t a One-Off Campaign...You Need a Strategy! @IrmaHunkeler
- 11. WWW.BLUEGLASS.COM 11 ● Content strategy ● SEO (head / competitive phrases) ● Page/category level link authority ● Email subscribers ● Social followers/fans Mid-TermContent Marketing Isn’t a One-Off Campaign...You Need a Strategy! @IrmaHunkeler
- 12. WWW.BLUEGLASS.COM 12 Content Marketing Isn’t a One-Off Campaign...You Need a Strategy! ● Platform ● Branding ● Audience building ● Direct traffic ● Domain authority ● Thought leadership Long-Term @IrmaHunkeler
- 13. WWW.BLUEGLASS.COM 13 Birth Ideation & Brainstorming
- 14. WWW.BLUEGLASS.CO.UK - @KEVGIBBO 14 Why, How and What ● Why: Why will people want to visit your site and subscribe to your content? ● How: How will you target customers and key personas with content they want to see, read and share? ● What: What great content can you create to educate, inform, engage your target personas and build a real audience? www.blueglass.com@IrmaHunkeler
- 15. WWW.BLUEGLASS.COM 15 Brainstorms The best ideas come when discussing and exploring as a group! A few things to consider: - Seasonality - Finding a Niche - Publishers & Influencers @IrmaHunkeler
- 16. WWW.BLUEGLASS.COM 16 Research Your Ideas @IrmaHunkeler
- 17. WWW.BLUEGLASS.COM 17 You’re Not Trying to Just Get Content Seen - Build an Audience ← If you publish this content, you won’t get anywhere near as much traffic... The best publishers in the world have one thing in common: their biggest content marketing weapon is their audience! @IrmaHunkeler
- 18. WWW.BLUEGLASS.COM 18 Growing Pains Content Production
- 19. WWW.BLUEGLASS.COM 19 ● Plug delivery and creation gaps with a content calendar. ● Stay organised and on top. ● Comprehensive framework for audience-building. Develop A Content Calendar @IrmaHunkeler
- 20. WWW.BLUEGLASS.COM 20 Be Newsworthy! ● Creating newsworthy content can boost its exposure. ● Have target publishers in mind when developing content ideas. ● Harness in-house experts to build authority and trust. @IrmaHunkeler
- 21. WWW.BLUEGLASS.COM 21 Use Industry Experts for Industry Insights @IrmaHunkeler
- 22. WWW.BLUEGLASS.COM 22 If You Don’t Have In-House Experts… No need to worry - there are other ways to get expert advice... @IrmaHunkeler
- 23. WWW.BLUEGLASS.COM 23 Data Is Key Use Existing Data Make Your Own Data @IrmaHunkeler
- 24. WWW.BLUEGLASS.COM 24 Don’t settle for the first draft if it doesn’t convince you! You won’t get it right the first time! The Growing Pains of Content Production @IrmaHunkeler
- 25. WWW.BLUEGLASS.COM 25 Did You Get Your Content Right? Does your content fit its purpose? Would your main target publisher like it? @IrmaHunkeler
- 26. WWW.BLUEGLASS.COM 26 Teenage Years Outreach & Social Teenage Years Outreach & Social
- 27. WWW.BLUEGLASS.COM 27 3 Stages Of Outreach & Social Activity 1.Initial outreach to key target publisher Where do you want to be featured? 2.Main digital PR Create a list of target publishers and actively contact them ● Find industry relevant publishers, bloggers and influencers 3.Great content gets copied Link Reclamation ● Simple Google (Image) Search ● Backlink check for your placements or competitors placements - Majestic SEO ● Use copyscape.com to check if someone copied your content WWW.BLUEGLASS.COM@IrmaHunkeler
- 28. WWW.BLUEGLASS.COM 28 Great Outreach Tools
- 29. WWW.BLUEGLASS.COM 29 1. Enter keyword. 1. Set filter to ‘Past Week’. 2. Check out who shared content around the targeted keyword. ➢ Followers are good, but engagement rate is more important. Buzzsumo @IrmaHunkeler
- 30. WWW.BLUEGLASS.COM 30 … but don’t forget about Paid Social! • Good content on its own is not enough anymore! • Paid social can support your content and give you extra exposure. Outreach is good.... @IrmaHunkeler
- 31. WWW.BLUEGLASS.COM 31 Teenage Years Outreach & Social Retirem Reflect on your cont Adulthood Repurpose Your Content
- 32. WWW.BLUEGLASS.COM 32 Teeage Years Outreach & Social Offsite Content Requires a Cohesive Plan @IrmaHunkeler
- 34. WWW.BLUEGLASS.COM 34 Teenage Years Outreach & Social Retirement Reflect on your content
- 35. WWW.BLUEGLASS.COM 35 Reflect on Your Content Campaigns Learn from past content campaigns to improve future campaigns! What worked? What didn’t? Production KPIs SEO Social Outreach Project management @IrmaHunkeler
- 36. WWW.BLUEGLASS.COM 36 ● The best content teams work together. ● Ideas and creativity are just as important as tools. ● Just like life, producing content can be hard - but learning from your mistakes will lead to better results next time. In Summary…. @IrmaHunkeler Birth Inception Adulthood Growing Pains Retirement Winning Content Campaign
- 37. TALLINN Vilmsi 47, Tallinn 10126 Estonia +372 56 451 798 info@blueglass.ee www.blueglass.ee ZÜRICH Blueglass Interactive AG Tellstrasse 31 CH-8004 Zürich +41 44 542 40 00 info@blueglass.ch www.blueglass.ch LONDON 45 Leather Lane London EC1N 7TJ United Kingdom +44 (0)207 242 0142 info@blueglass.co.uk www.blueglass.co.uk www.blueglass.co.uk @blueglassihunkeler@blueglass.com rtaylor@blueglass.com Robert Taylor Content Strategist Irma Hunkeler Head of Content @irmahunkeler