CONTENT STRATEGY

And how to suck less at it.

Today’s PresentersTaylor

PettisChrissi Reimer

Sr. Marketing Manager@tpettis

linkd.in/1dsZJAa

Kristin Boeser

Content Strategist@chrissireimer

Sr. Strategist, Content

@kristinb39

9 OUT OF 10 BUSINESSES ARE ‘DOING’ CONTENT

MARKETINGBUT, THEIR SUCCESS

RATE IS ONLY ABOUT 30%

WE CAN ‘DO’

BETTER.

AGEN-DO

Definitions• What is content?• Why is content

important?• What is content

strategy?• What is content

marketing?

Myths

Getting Started

Measuring Success

What is content?

Why is content important?

What is content strategy?

“A content strategist is like a business analyst for your content. We look at how content is currently helping (or hindering) your business and develop a strategy to make it work better.”

Sally Bagshaw, Founder, Brisbane Content Strategy Group and Snappy Sentences

What is content marketing?

“… Create valuable, compelling and relevant content on a consistent basis and build an audience over that time in order to see some profitable customer action.”

Joe Pulizzi, Founder, Content Marketing Institute

Should I focus on content strategy

or content marketing?

Content Strategy

Content Marketing

PLANS For the creation, publication and

governance of content

EXECUTES To attract, engage and convert using content

Content Strategy

Content Marketing

MANAGES Business assets

PRODUCES Profitable actions

Content Strategy

Content Marketing

GUIDES Relevant messages

DELIVERS In the right place and

time

Content Strategy

Content Marketing

Source: Forrester Wave™ survey via AdAge, Is It Content or Is It Advertising?

FALSE

?

FALSE

This sounds expensive.

+

+

This sounds expensive.FALSE

Where do I start?

56

Content

Strategy

Brand +Busines

s Prioritie

s Audience +

Audience

Priorities

Marketplace

Opportunity

Content Analysis

Content Planning

Content Executio

n Revise, Reduce, Create

Measure +

Optimize

How will I know if I’m successful?

Map elements to measurable metrics.

REVIEW

LET’SDOTHIS

THING!