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Content marketers are often too quick to jump into the tactical sandbox. A content marketing plan without a solid content strategy foundation is essentially a house built on quicksand -- sure to sink, costing everyone time, money and aggravation. Respect your audience, create content they truly want, and stop creating clutter that will inevitably become a content strategist's colossal cleanup.
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No-Nonsense Content Marketing
Strategy FTW
Content Strategy
Content
Marketing
Editorial Strategy
What is Content Strategy? Why is it necessary?
Who are we talking to, and why? How will we think and act like publishers?
What is Content Marketing? How does it intersect with Content Strategy?
Questions We’ll Answer
Today’s inbound marketing is tomorrow’s content strategy cleanup.
- Matthew Grocki
of consumers say they have stopped following a brand on Facebook because the information it posted had become “too repetitive and boring.” 52%
SOURCE: socialmediainfluence.com
BRAND A BRAND B BRAND C BRAND D
The Big Picture
POSTM Methodology
PEOPLE Who is our target audience and what are their needs and wants?
OBJECTIVES What are we trying to accomplish?
STRATEGIES How will we accomplish our objectives?
TACTICS Which tactics will we deploy to meet our strategic objectives?
MEASUREMENT How will we measure our success?
Content Strategy
Content Marketing
PEOPLE Who is our target audience and what are their needs and wants?
OBJECTIVES What are we trying to accomplish?
STRATEGIES How will we accomplish our objectives?
TACTICS Which tactics will we deploy to meet our strategic objectives?
Content Strategy
Content Marketing
MEASUREMENT How will we measure our success?
Content Marketing
Content Strategy
First Comes Content Strategy
What Is Content Strategy?
Planning Creation Aggregation Delivery
PERSONA ATTRIBUTES BRAND ATTRIBUTES
User Needs
per· so· na Noun 1. The aspect of someone's character that
is presented to or perceived by others. 2. A role or character adopted by an
author or an actor.
How do you have a conversation with a crowd?
You don’t.
These individuals are
personas.
You have conversations with individuals.
Brand Goals
Brand Goals
What are your KPIs? What myths do you want to
dispel?
How will you measure success?
What do you want your employees to accomplish?
What do you want your customers to do?
What are the key communications points?
BRAND ATTRIBUTES (THE CHARACTER DNA)
Warm BUT NOT Overbearing
Exciting BUT NOT Sensationalist
Friendly BUT NOT Insincere Hip BUT NOT Trendy
Affordable BUT NOT Cheap Focused BUT NOT Intense
We refer to ourselves as “we” and “our,” never “I” or “me.”
When it works… “We love hearing feedback like that and will pass it along!”
When it doesn’t… “I’ll be sure to pass that along."
Consistent Language
Use of rhetorical questions and conversational aides help contribute to the inviting and friendly tone.
When referring to customers, use “you” and “your” – this helps makes the content more personal.
All content is written in the present tense, unless there is a specific reason otherwise.
Grammar Usage Standards
When it doesn’t… “Our new fall line is up on our website now.”
Friendly & Human Voice
When it works… “What do your shoes say about you? Mix it up this weekend and try something new!”
We speak in a casual, warm tone that feels conversational
When You Write For (BRAND) Remember…
• To respect your audience
• Put the sales hat aside
• We’re comfortably uncomfortable in our transparency
• There’s room for a bit of playfulness and humor
• We never refer to ourselves in the third person
Flick User: AdamKR
In comparison to our competitors, where do we stand out? More importantly, where do we deserve to win?
Now Comes Content Marketing
Prioritize
BLOG/WEBSITE
Vine
YouTube
Editorial Strategy (Publishing Plan)
Have a good reason for meeting
Invite the right people
Take a long-term approach
Show up informed
Sign off with your John Hancock
Five Commandments of Editorial Meetings
Articulate & Organize Your Plan
NOW you can create
…And set it free
And it will be shared far and wide … and covered in slobber
What Should Content Do?
Short
Visual Educational
Entertaining
Great content tells an interesting story…
SOURCE: Unrealitymag.com
Great content stays in character…
Great content marries online with offline…
Great content is smart, useful and
unique
Great content entertains…
Great content inspires action…
Great content hits its mark and sells …
In Closing …
POSTM Methodology
PEOPLE Who is our target audience and what are their needs and wants?
OBJECTIVES What are we trying to accomplish?
STRATEGIES How will we accomplish our objectives?
TACTICS Which tactics will we deploy to meet our strategic objectives?
MEASUREMENT How will we measure our success?
The future is about respect. It’s becoming harder and harder to be an asshole.
- Brad Frost
THANK YOU
