Content Strategy Basics
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The Digital WorldContent is Kingby Sandra Riches
October 2012
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What I did and what I do
TV producer19%
SEO/SEM Senior Account Manager
13%
Digital Account Director
19%
GM/CEO digital agency
38%
Digital Strategist13%
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What we’ll cover todayIntroduction
Where is digital at
Content Strategy & Marketing principles
Some examples
Exercise
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+Introduction
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IntroductionAt 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
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Top DownCampaign message
Website or
microsite
SEO
SEMSocial
Banner ads
Usually driven by business objectives
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Bottom Up – our focus for today
Website or
microsite
SEO
SEMSocial
Banner ads
Useful content
Usually driven by customer needs
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+Where is digital at?
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Marketing and comms are becoming more technology driven
and analytical
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Marketers are Multi Taskers
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And as a consequence, they are becoming more
operationally focused
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Devices diverge
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Services converge
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Our customers expect us to keep up with the their ways of communicating
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Social, Local, Mobile
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Facebook vs Email vs Twitter
Source: ExactTarget, May 2012
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Device usage by age
Source: Yellow Social Media Report, AIMIA, June 2012
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Don’t talk at customers
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Talk with them
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So how is the role of content changing in
all of this?
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Content is NOT a feature
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Think content first
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Create Once, Publish Everywhere
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+Content Strategy Principles
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What is a content strategy?
“A content strategy embraces words, images and multimedia to systematically enhance consumer engagement and conversion rates.”Rebecca Lieb
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Where are we now?- Customer insight
1 PLAN
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Customer insightUse 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.
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Customer insight – Persona
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Customer insight – User Journey
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Customer Insight – User Journey
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Where are we now?- Customer insight- Market trends- Competitor analysis- Content audit
1 PLAN
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But where?
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Content Audit
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Where are we now?- Customer insight- Market trends- Competitor analysis- Content audit
Where do we want to be?- Setting objectives
1 PLAN
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Source: Content Marketing Institute 2012
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Find the Sweet Spot
Business Goals Customer GoalsSweet Spot
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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
1 PLAN
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Content Grid
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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
2 TEAM
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How exactly do we get there?- Think tactically- Use your Content
Grid- Keep your customer
front of mind- Fill in the details
3 IDEAS
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Source: Content Marketing Institute 2012
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Ideas are the biggest challenge
Source: Content Marketing Institute 2012
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- Create an editorial Calendar
4 PRODUCTION
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Editorial calendar
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- Create an editorial Calendar
- Develop the content
4 PRODUCTION
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- The job is not done when the content is live
- Distribute the content using the most optimal channels
5 AUDIENCE DEVELOPMENT
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Preferred method of online comms
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Distribution OptionsOwned
Own website
Own mobile site
Own micro sites
Own Social channels
Email House list
Own blogs
Bought
Banners CPM
Banners CPA
SEM
Sponsorship
Earned
Social Media
Editorial articles
SEO
Blogs
Forums
CONTROLHIGH LOW
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Distribution Options – AwarenessOwned
Own website
Own mobile site
Own micro sites
Own Social channels
Email House list
Own blogs
Bought
Banners CPM
Banners CPA
SEM
Sponsorship
Earned
Social Media
Editorial articles
SEO
Blogs
Forums
CONTROLHIGH LOW
✔ ✔
✔✔
✔
✔
✔✔
✔✔
✔✔
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Distribution Options – ConversionOwned
Own website
Own mobile site
Own micro sites
Own Social channels
Email House list
Own blogs
Bought
Banners CPM
Banners CPA
SEM
Sponsorship
Earned
Social Media
Editorial articles
SEO
Blogs
Forums
CONTROLHIGH LOW
✔✔✔✔
✔
✔
✔✔
✔✔
✔
✔
✔
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- The job is not done when the content is live
- Distribute the content using the most optimal channels
- Repurpose content where possible
5 AUDIENCE DEVELOPMENT
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Repurpose content
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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
6CONVERSION, MEASURE AND OPTIMISE
7
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+Some Examples
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+Conclusion
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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
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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 strategySource: Joe Pulizzi, executive director of the Content Marketing Institute
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+
Any questions?
www.slideshare.com/sandrariches
@sandrariches
au.linkedin.com/in/sandrariches
www.collaboraid.com.au
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+Exercise
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Exercise 1 – Business ObjectivesOpen 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?
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Discuss – Business ObjectivesSo what is the one thing we need to achieve?
Is this different now that Digital is at the core of your strategy?
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Exercise 2 – Consumer NeedsYou 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?
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Discuss – Consumer NeedsSo 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?
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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?
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Exercise 3 – Content Grid Segment 1 Segment 2 Segment 3
Before Open Day
During Open Day
After Open Day
OVP:
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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?