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This is a short presentation I gave to the marketing communications committee of the France chapter of the European Professional Women's Network (EPWN) on Feb. 4, 2013. The goal was to introduce content strategy and to clarify its relationship to content marketing.
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Getting started with
Content
Lise Bissonnette Janody Dot-Connection Paris, France
European Professional Women’s Network Marketing Communications Committee Feb. 4, 2013
Strategy
Content strategy
Lots of content terms out there
Content strategy
Content Strategy
Content marketing
Content Marketing
Brand content
Brand Content
…and more! But first….
Content? What is
Content?
This looks like content….
IBM Smarter Planet/Social Business
So does this
Multimedia Feature produced by the New York Times (a must read!)
…and this
Orange Business Services Live Video Channel
…and this
Infographic produced by Capgemini
But this?
Yup…all content!
This too…
Content The web is full of all types of content
….and it ALL requires
STRATEGY strategy
Melissa Rach, Content Strategy for the Web Ed. 2
Content strategy helps organizations use content to achieve their business goals.
Content strategy plans for the creation, delivery and governance of useful, usable content.
Kristina Halvorson, Content Strategy for the Web
UNDERLYING PRINCIPLE
Requires oversight and accountability
Benefits from clearly defined roles, responsibilities, processes
Must contribute to bottom line and support business goals
Must provide value for users
Content is a business asset that must be managed like all other products
Content is not only about
Substance creating narratives
Stories Topics Key messages
Content is also about lots of other stuff
Structure (IA, taxonomy, metadata, content models) Tools (CMS, email delivery, servers) Engagement (SEO & social media) Accessibility (coding, localization) People (roles, responsibility, accountability)
Get a handle on what you have • Content (inventory, audit)
• Taxonomy and metadata
• Tools
• Channels
• People, processes, workflow
• Budget
Set objectives • Goals
• Audiences
• Purpose
• Messages and Topics
Identify gaps and opportunities • What can be optimized?
• Where are the gaps?
• What are the issues?
Plan and specify • Strategic plan (Who, what, where, when, how, and WHY)
• Editorial calendar
• Production schedule
• Page specifications
• Content models
• Content lifecycle
Carry out the plan
• Production
• Translation/localization
• Indexing and metadata
• Publication
Maintain and measure • Archive
• Update
• Test
• Measure
A sustainable strategy for your content
Review, refine, refresh
Discover your universe • Competition
• Keyword research
• Audience interviews
CONTENT STRATEGY
Horizontal content strategy: ensuring consistent, holistic approach to content from one end of your site to the other
Vertical content strategy: ensuring consistent, holistic approach to content between channels and devices for a topic or content type
Content marketing/brand content very often vertical, but full-scale efforts can be both
Has breadth and depth
Note: Here’s a link to my blog post on horizontal and vertical content strategy
CONTENT STRATEGY
Horizontal content strategy: ensuring consistent, holistic approach to content from one end of your site to the other
Vertical content strategy: ensuring consistent, holistic approach to content between channels and devices for a topic or content type
Content marketing/brand content very often vertical, but full-scale efforts can be both
Has breadth and depth
Note: Here’s a link to my blog post on horizontal and vertical content strategy
Content? Now: What is
Content Marketing & Brand Content?
Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.
Basically, content marketing is the art of communicating with your customers and prospects without selling…
Joe Pulizzi, Content Marketing Institute
IN FRANCE, BRAND CONTENT IS KING
Daniel Bô, Brand Content : Comment les marques se transforment en médias
• Instead of advertising • Strong link to lead
generation • Prevalent in B2B • Term used widely in the US
Content marketing
• Can be advertising • Strong link to brand
engagement • Prevalent in B2C • Term used widely in France
Brand content
ELEMENTS OF
Informative and educational and/or
Entertaining, and/or
Provides a service
Stands on its own
Content marketing and Brand content
Marketing Not all marketing content
…is content marketing!
It’s not all marketing!
At some point
…you still need to describe your products and talk a bit about yourself, provide after-sales support…in short, provide the right content for all parts of the customer sales cycle.
SOME CONTENT MARKETING/BRAND CONTENT EXAMPLES
BRAND CONTENT
Here are just a few examples of full-scale, brand content efforts
• AMEX Open Forum http://www.openforum.com • vs EC SMB portal (not brand content):
http://ec.europa.eu/small-business/index_en.htm • BNP Paribas site about managing money
http://www.lemoneymag.fr/ • Coca Cola http://www.coca-colacompany.com/ • Regards sur le Numérique (Microsoft France):
http://www.rslnmag.fr/
CONTENT MARKETING EXAMPLES
….and just a few examples of smaller-scale content marketing
• SFR BYOD: branded content (http://solutionsauxentreprises.lemonde.fr/dossiers/byod-le-nouveau-defi-de-la-dsi_f-38.html) + white paper: http://www.audeladucloud.fr/
• Marketo: http://eu.marketo.com/ (resource guides -http://pages2.marketo.com/dg2-marketing-metrics-uk.html)
• For more examples: • http://veillebrandcontent.fr/ (in French) • http://contentmarketinginstitute.com/ (in English)
THANK YOU
Lise Bissonnette Janody
http://www.dot-connection.com