End to End Content Strategy in 15 Minutes Flat
-
Upload
james-carson -
Category
Technology
-
view
3.671 -
download
0
Transcript of End to End Content Strategy in 15 Minutes Flat
![Page 1: End to End Content Strategy in 15 Minutes Flat](https://reader036.fdocuments.in/reader036/viewer/2022070314/554d404eb4c905b0708b4bf6/html5/thumbnails/1.jpg)
END TO END
CONTENT STRATEGYIN 15 MINUTES FLAT
![Page 2: End to End Content Strategy in 15 Minutes Flat](https://reader036.fdocuments.in/reader036/viewer/2022070314/554d404eb4c905b0708b4bf6/html5/thumbnails/2.jpg)
I AM JAMESI’m a content strategy consultant
I currently work at Factory Media as acting Head of Digital Content
@mrjamescarson
![Page 3: End to End Content Strategy in 15 Minutes Flat](https://reader036.fdocuments.in/reader036/viewer/2022070314/554d404eb4c905b0708b4bf6/html5/thumbnails/3.jpg)
this process makes
THREE ASSUMPTIONS
You know your
customer / audience
archetypes
You have more than
one person working
on content strategy
Someone is in charge
![Page 4: End to End Content Strategy in 15 Minutes Flat](https://reader036.fdocuments.in/reader036/viewer/2022070314/554d404eb4c905b0708b4bf6/html5/thumbnails/4.jpg)
No target audience, no targeted content
No targeted content, and
you’re wasting effort
Get to know your audience
![Page 5: End to End Content Strategy in 15 Minutes Flat](https://reader036.fdocuments.in/reader036/viewer/2022070314/554d404eb4c905b0708b4bf6/html5/thumbnails/5.jpg)
One person does everything?
Fire fighting
Lack of collaboration / learning / motivation
![Page 6: End to End Content Strategy in 15 Minutes Flat](https://reader036.fdocuments.in/reader036/viewer/2022070314/554d404eb4c905b0708b4bf6/html5/thumbnails/6.jpg)
Without a driver,
this process will fail
![Page 7: End to End Content Strategy in 15 Minutes Flat](https://reader036.fdocuments.in/reader036/viewer/2022070314/554d404eb4c905b0708b4bf6/html5/thumbnails/7.jpg)
Content
Distribution
Site Structure
Analytics
http://www.carsoncontent.com/blog/inbound-model/http://econsultancy.com/uk/blog/10924-could-content-marketing-replace-the-seo-department
![Page 8: End to End Content Strategy in 15 Minutes Flat](https://reader036.fdocuments.in/reader036/viewer/2022070314/554d404eb4c905b0708b4bf6/html5/thumbnails/8.jpg)
Phase 1:
Analysis
Phase 2:
Taxonomy and Audit
Taxonomy
Category Card Sort
Tagging Amendments
Menu Restructure
Audit
SEO Onpage
Retrospective Editing
Evergreen Content Audit
Phase 3:
Editorial Workflow Reviews
Optimisation
Headlines
Formatting
Authorship Review
Planning
Evergreen Content
Page Types
Editorial Calendar
Quantitive Benchmarking
Phase 4:
Distribution
Ideas
Regular Large Asset Production
Distribution
Social Media
Free Distribution
Paid For Distribution
Partner Network
Onsite
Website Engagement Analytics
Website Organic Traffic Information
Market
Keyword Analysis
SEO Competitor Analysis
![Page 9: End to End Content Strategy in 15 Minutes Flat](https://reader036.fdocuments.in/reader036/viewer/2022070314/554d404eb4c905b0708b4bf6/html5/thumbnails/9.jpg)
Analysis
UX
Content
Distribution
![Page 10: End to End Content Strategy in 15 Minutes Flat](https://reader036.fdocuments.in/reader036/viewer/2022070314/554d404eb4c905b0708b4bf6/html5/thumbnails/10.jpg)
ANALYTICSTHE BASE OF EVERYTHING
![Page 11: End to End Content Strategy in 15 Minutes Flat](https://reader036.fdocuments.in/reader036/viewer/2022070314/554d404eb4c905b0708b4bf6/html5/thumbnails/11.jpg)
0
10,000
20,000
30,000
40,000
50,000
60,000
0
500
1,000
1,500
2,000
2,500
URLs Pageviews
Find out where
people goXenu + Analytics
Socialcrawlytics.com
![Page 12: End to End Content Strategy in 15 Minutes Flat](https://reader036.fdocuments.in/reader036/viewer/2022070314/554d404eb4c905b0708b4bf6/html5/thumbnails/12.jpg)
Get all the keyword data you can
Historical analytics
Keyword planner
Ubersuggest.com
Soovle.com
Supplement with social interaction data
![Page 13: End to End Content Strategy in 15 Minutes Flat](https://reader036.fdocuments.in/reader036/viewer/2022070314/554d404eb4c905b0708b4bf6/html5/thumbnails/13.jpg)
One hour meetingbrainstorm from data
mindmeister.com
mindmaple.com
![Page 14: End to End Content Strategy in 15 Minutes Flat](https://reader036.fdocuments.in/reader036/viewer/2022070314/554d404eb4c905b0708b4bf6/html5/thumbnails/14.jpg)
Phase Goal:
Awesome
MIND MAP
![Page 15: End to End Content Strategy in 15 Minutes Flat](https://reader036.fdocuments.in/reader036/viewer/2022070314/554d404eb4c905b0708b4bf6/html5/thumbnails/15.jpg)
SITE STRUCTURE
THE FUNDAMENTALS OF
CONTENT ORGANISATION
![Page 16: End to End Content Strategy in 15 Minutes Flat](https://reader036.fdocuments.in/reader036/viewer/2022070314/554d404eb4c905b0708b4bf6/html5/thumbnails/16.jpg)
DONNA SPENCER
CARD SORTING
![Page 17: End to End Content Strategy in 15 Minutes Flat](https://reader036.fdocuments.in/reader036/viewer/2022070314/554d404eb4c905b0708b4bf6/html5/thumbnails/17.jpg)
WP TAGS
Tag TagTag
GENERAL RULE:
use for proper
nouns only
![Page 18: End to End Content Strategy in 15 Minutes Flat](https://reader036.fdocuments.in/reader036/viewer/2022070314/554d404eb4c905b0708b4bf6/html5/thumbnails/18.jpg)
Awesome
MIND MAP
assists
Information
Architecture
![Page 19: End to End Content Strategy in 15 Minutes Flat](https://reader036.fdocuments.in/reader036/viewer/2022070314/554d404eb4c905b0708b4bf6/html5/thumbnails/19.jpg)
SEO ONPAGE
does it comply?http://moz.com/learn/seo/on-page-factors
![Page 20: End to End Content Strategy in 15 Minutes Flat](https://reader036.fdocuments.in/reader036/viewer/2022070314/554d404eb4c905b0708b4bf6/html5/thumbnails/20.jpg)
CONTENT AUDITS:
read these
![Page 21: End to End Content Strategy in 15 Minutes Flat](https://reader036.fdocuments.in/reader036/viewer/2022070314/554d404eb4c905b0708b4bf6/html5/thumbnails/21.jpg)
ACTIONING AN AUDIT
TAKES AGES
it can be cheaper just to redo
![Page 22: End to End Content Strategy in 15 Minutes Flat](https://reader036.fdocuments.in/reader036/viewer/2022070314/554d404eb4c905b0708b4bf6/html5/thumbnails/22.jpg)
PHASE GOAL:Logical structure
Good formatting of existing stuff
![Page 23: End to End Content Strategy in 15 Minutes Flat](https://reader036.fdocuments.in/reader036/viewer/2022070314/554d404eb4c905b0708b4bf6/html5/thumbnails/23.jpg)
CONTENTTHE MEAT OF YOUR BURGER
![Page 24: End to End Content Strategy in 15 Minutes Flat](https://reader036.fdocuments.in/reader036/viewer/2022070314/554d404eb4c905b0708b4bf6/html5/thumbnails/24.jpg)
AAAAAAAAA
AAAAGHGHH
GHGGHGHGH
GHGHGHGHG
HG!!!!!!!!!!!!!!!!!
HEADLINES
![Page 25: End to End Content Strategy in 15 Minutes Flat](https://reader036.fdocuments.in/reader036/viewer/2022070314/554d404eb4c905b0708b4bf6/html5/thumbnails/25.jpg)
HOW WOULD PEOPLE FIND
THIS PAGE?
WOULD PEOPLE CLICK A
LINK WITH THIS TITLE?
![Page 26: End to End Content Strategy in 15 Minutes Flat](https://reader036.fdocuments.in/reader036/viewer/2022070314/554d404eb4c905b0708b4bf6/html5/thumbnails/26.jpg)
get a copy of this
read the
headline chapters
![Page 27: End to End Content Strategy in 15 Minutes Flat](https://reader036.fdocuments.in/reader036/viewer/2022070314/554d404eb4c905b0708b4bf6/html5/thumbnails/27.jpg)
<h2>Subtitle Stuff</h2>NOT <strong> OR <b>
CENTER STUFFLIKE IMAGES
LIST STUFF
<ul><li>LIST</li><li>LIST</li><li>LIST</li></ul>
<blockquote>
“Quotes”
</blockquote>
![Page 28: End to End Content Strategy in 15 Minutes Flat](https://reader036.fdocuments.in/reader036/viewer/2022070314/554d404eb4c905b0708b4bf6/html5/thumbnails/28.jpg)
AUTHORSHIP
A system that enables author profile pictures to appear on Google’s rankings.
https://plus.google.com/authorship
![Page 29: End to End Content Strategy in 15 Minutes Flat](https://reader036.fdocuments.in/reader036/viewer/2022070314/554d404eb4c905b0708b4bf6/html5/thumbnails/29.jpg)
STOCK AND FLOWFlow is the feed. It’s the posts and the tweets. It’s the stream of daily and sub-daily updates that remind people that you exist.
Stock is the durable stuff. It’s the content you produce that’s as interesting in two months (or two years) as it is today. It’s what people discover via search. It’s what spreads slowly but surely, building fans over time.
http://snarkmarket.com/2010/4890http://neilperkin.typepad.com/only_dead_fish/2012/03/content-curation-stock-and-flow.html
![Page 30: End to End Content Strategy in 15 Minutes Flat](https://reader036.fdocuments.in/reader036/viewer/2022070314/554d404eb4c905b0708b4bf6/html5/thumbnails/30.jpg)
STOCK FLOW•Guides
•How to
•Category pages
•Profiles
• Infographics
•Applications
• News
• Social updates
PAGE TYPES
![Page 31: End to End Content Strategy in 15 Minutes Flat](https://reader036.fdocuments.in/reader036/viewer/2022070314/554d404eb4c905b0708b4bf6/html5/thumbnails/31.jpg)
EDITORIAL CALENDARtrello.com
http://www.blueglass.co.uk/blog/create-editorial-calendar-using-trello-need-one/
![Page 32: End to End Content Strategy in 15 Minutes Flat](https://reader036.fdocuments.in/reader036/viewer/2022070314/554d404eb4c905b0708b4bf6/html5/thumbnails/32.jpg)
• Tell you how Google works?
• Tell you what kind of content gets shared the most?
• Format in basic HTML?
• Write headlines that are great for users and search engines?
• Tell you the difference between a category and a tag?
• Work in Photoshop?
• Use a Content Management System?
• Not get concerned by negative comments?
• Edit using other applications or edit video?
Editorial is a given, but can they…
![Page 33: End to End Content Strategy in 15 Minutes Flat](https://reader036.fdocuments.in/reader036/viewer/2022070314/554d404eb4c905b0708b4bf6/html5/thumbnails/33.jpg)
Editors should publish 1,500+ words a day
GENERAL QUANTITIVE RULE:
![Page 34: End to End Content Strategy in 15 Minutes Flat](https://reader036.fdocuments.in/reader036/viewer/2022070314/554d404eb4c905b0708b4bf6/html5/thumbnails/34.jpg)
PHASE GOAL:Headlines by the book
Good formatting
Good workflow organisation
![Page 35: End to End Content Strategy in 15 Minutes Flat](https://reader036.fdocuments.in/reader036/viewer/2022070314/554d404eb4c905b0708b4bf6/html5/thumbnails/35.jpg)
DISTRIBUTIONHOW PEOPLE REALLY FIND YOU
![Page 36: End to End Content Strategy in 15 Minutes Flat](https://reader036.fdocuments.in/reader036/viewer/2022070314/554d404eb4c905b0708b4bf6/html5/thumbnails/36.jpg)
BUILD NETWORKS
![Page 37: End to End Content Strategy in 15 Minutes Flat](https://reader036.fdocuments.in/reader036/viewer/2022070314/554d404eb4c905b0708b4bf6/html5/thumbnails/37.jpg)
STOP BLOGGING
START THINKING
![Page 38: End to End Content Strategy in 15 Minutes Flat](https://reader036.fdocuments.in/reader036/viewer/2022070314/554d404eb4c905b0708b4bf6/html5/thumbnails/38.jpg)
THE MOST
DISTRIBUTABLE ASSETIS ALMOST ALWAYS VIDEO
![Page 39: End to End Content Strategy in 15 Minutes Flat](https://reader036.fdocuments.in/reader036/viewer/2022070314/554d404eb4c905b0708b4bf6/html5/thumbnails/39.jpg)
VIDEO IS (OFTEN)
EXPENSIVE
BUT IT SPAWNS
MULTIPLE ASSETS
![Page 40: End to End Content Strategy in 15 Minutes Flat](https://reader036.fdocuments.in/reader036/viewer/2022070314/554d404eb4c905b0708b4bf6/html5/thumbnails/40.jpg)
ONE 3 MINUTE VIDEO =
3 YouTube Edits
8 Vine Edits
4 Blog Posts
2 Slide Shares
18 Distributable Original Images
YOU CAN REUSE IT A LOT
![Page 41: End to End Content Strategy in 15 Minutes Flat](https://reader036.fdocuments.in/reader036/viewer/2022070314/554d404eb4c905b0708b4bf6/html5/thumbnails/41.jpg)
NASNS
OT
NOTHER
OCIAL
ETWORK
YNDROME
![Page 42: End to End Content Strategy in 15 Minutes Flat](https://reader036.fdocuments.in/reader036/viewer/2022070314/554d404eb4c905b0708b4bf6/html5/thumbnails/42.jpg)
10 REASONS WHY EVERY MARKETER SHOULD BE ON PINTEREST RIGHT NOW!!
DON’T BE SILLY
![Page 43: End to End Content Strategy in 15 Minutes Flat](https://reader036.fdocuments.in/reader036/viewer/2022070314/554d404eb4c905b0708b4bf6/html5/thumbnails/43.jpg)
![Page 44: End to End Content Strategy in 15 Minutes Flat](https://reader036.fdocuments.in/reader036/viewer/2022070314/554d404eb4c905b0708b4bf6/html5/thumbnails/44.jpg)
WHAT’S THE BEST TIME TO POST?
DON’T BELIEVE THE HYPE
FOLLOWERWONK IT
![Page 45: End to End Content Strategy in 15 Minutes Flat](https://reader036.fdocuments.in/reader036/viewer/2022070314/554d404eb4c905b0708b4bf6/html5/thumbnails/45.jpg)
IS YOUR NEWSLETTER REALLY WORTH IT??
GIVE IT A FOCUS
![Page 46: End to End Content Strategy in 15 Minutes Flat](https://reader036.fdocuments.in/reader036/viewer/2022070314/554d404eb4c905b0708b4bf6/html5/thumbnails/46.jpg)
PAID DISTRIBUTION
CLICK BAIT ALL THE WAY
![Page 47: End to End Content Strategy in 15 Minutes Flat](https://reader036.fdocuments.in/reader036/viewer/2022070314/554d404eb4c905b0708b4bf6/html5/thumbnails/47.jpg)
Why Your Property Could be Part of the Next Property Boom
CLICKABLE
USE UNBOUNCE TO CONVERT
![Page 48: End to End Content Strategy in 15 Minutes Flat](https://reader036.fdocuments.in/reader036/viewer/2022070314/554d404eb4c905b0708b4bf6/html5/thumbnails/48.jpg)
Analysis
UX
Content
Distribution
STOP BLOGGING
START THINKING
![Page 49: End to End Content Strategy in 15 Minutes Flat](https://reader036.fdocuments.in/reader036/viewer/2022070314/554d404eb4c905b0708b4bf6/html5/thumbnails/49.jpg)
Phase 1:
Analysis
Phase 2:
Taxonomy and Audit
Taxonomy
Category Card Sort
Tagging Amendments
Menu Restructure
Audit
SEO Onpage
Retrospective Editing
Evergreen Content Audit
Phase 3:
Editorial Workflow Reviews
Optimisation
Headlines
Formatting
Authorship Review
Planning
Evergreen Content
Page Types
Editorial Calendar
Quantitive Benchmarking
Phase 4:
Distribution
Ideas
Regular Large Asset Production
Distribution
Social Media
Free Distribution
Paid For Distribution
Partner Network
Onsite
Website Engagement Analytics
Website Organic Traffic Information
Market
Keyword Analysis
SEO Competitor Analysis