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My slides from the Content Marketing Show, 8th November 2013. In my talk, I explain the difference between content strategy and content marketing, and look at the elements of content strategy and how they can help improve your content.
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Why content marketing needs content strategy
Content Marketing Show
November 2013
@la_popebrilliantnoise.com
Thursday, 7 November 13
What’s thedifference?
Thursday, 7 November 13
image (cc) Antony Hutchinson
“Content strategy plans for the creation, publication and governance of useful, usable content.”Kristina Halvorson, Brain Traffic, http://goo.gl/JiSpjs
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image (cc) Content Marketing Institute
“Content marketing is a technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience.”The Content Marketing Institute, http://goo.gl/UP4Q1g
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Content strategy is about the ‘how’, the user, the big picture, the governance and the planning.
Content marketing is about the ‘what’, the business, the tactics and the individual campaigns.
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The elements of content strategy
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Purpose
Performance
Prin
ciples
Pro
cesse
s
Platfo
rms
People
Brilliant Noise content strategy model
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The overarching reason why your content exists.Purpose applies to every piece of content, not just specific campaigns.
Purpose/ˈpəːpəs/ noun
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image (cc) Photon
“To bring inspiration to every athlete* in the world.
*If you have a body, you are an athlete.” Nike, http://goo.gl/XTLh7a
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“What is content anyway?”
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“What is content anyway?”‘Purpose’ gives you the answer.
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The fundamental propositions that form the foundations of your content.
Principles/ˈprɪnsɪp(ə)l/ noun
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“ 1. Inspire participation amongst the very best 2. Connect these creative minds 3. Share the results of our efforts 4. Continue development 5. Measure success.” Coca-Cola, http://goo.gl/xtGCTz
image (cc) The Cognitive Media
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“There are too many different content silos, and there’s no consistency.”
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“There are too many different content silos, and there’s no consistency.”‘Principles’ give you a solution.
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The places where and tools with which your create, publish and amplify your content.
Platforms/ˈplatfɔːm/ noun
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Source Create Publish Amplify
RSS
Social listening
Bookmarking e.g. Diigo
Yammer
Wiki
Internet
Word/Pages
Spredfast
Editorially
Gather Content
Scrivener
ZenWriter
CMS
Blog
3rd party sites
Social networks
Social networks
RSS
Paid content promotion e.g. PPC, OutBrain, Zemanta
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“The CMS fills me with rage.”
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“The CMS fills me with rage”‘Platforms’ make sure it never comes to this.
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The series of actions that you need to complete to create your content.
Processes/ˈprəʊsɛs/ noun
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START
Text
Content working group add ideas and/or source material to a content planner.
Editor prioritises based on user needs and content principles, creates content plan.
Editor writes content briefs and secures sign off from relevant stakeholders.
Editor gives briefs and source material to content writers.
Content writers write content.
Editor proofs, checks against the brief, style and tone of voice guide, and principles.
Editor gives stakeholders a final chance to sign off controversial/sensitive content.
Content is published. Content is amplified. Content is measured
and optimised.
GOAL: great
content
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START
GOAL: great
content
Research content
Fail to find source
material
Create idea for
campaign
Write brief
Get brief signed off
Write content
Send content for
sign off
Content isn’t
approved
Content is approved
Content ready for
publication
Argue over who owns content
CMS doesn’t support content format
TextDelays mean content is
out of date
Content is published
No one reads the content
People read the content
Most people hate/are
indifferent
Some people like/
love it
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“The sign-off process is ridiculous.”
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“The sign-off process is ridiculous.”‘Processes’ plan away sign off problems.
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The people involved in the content process and the way they are organised in relation to it.
People/ˈpiːp(ə)l/ noun
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- Content department: an in-house or agency team that creates content for the whole organisation.
- Content centre of excellence: content experts who provide leadership and guidance on best practice across the organisation
- Content council: a group of content professionals from across the organisation that meet regularly to make sure content is aligned.
- Cross-functional content chief: a senior executive with cross-departmental authority.
- Content lead: a person who leads content initiatives, but without cross-departmental authority.
- Executive steering committee: a cross-functional strategic group.
Content organisation models
Altimeter Group http://goo.gl/NdxkWC
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“Everyone/no one thinks they own content.”
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“Everyone/no one thinks they own content.”‘People’ makes the hierarchy and team involved clear.
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The benchmarks for success and the ways in which you measure the impact of your content.
Performance/ˈpəˈfɔːm(ə)ns/ noun
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What is your objective? What metrics will help you see if you’re meeting that objective?
Visits, unique visits, page views, time on page, bounce rate, exit rate, return visits, new visits, shares, likes, links, views, downloads, comments, share of voice, brand mentions, customer satisfaction, number of calls/emails/inquiries, sales, leads, sales funnels...
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image (cc) eriwst
Content strategy gives you a formula for creating great content time and time again.
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image (cc) lindaybayley
Implementing content strategy is hard - take it one step at a time until you get it right.
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Thanks
lauren@brilliantnoise.com@La_Popebrilliantnoise.com
© 2013 Brilliant Noise All rights reserved
Thursday, 7 November 13
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