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Lisa Barone describes the process of building an internal framework for content marketing and content strategy.
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5 Steps to Creating Your Integrated Content Strategy
(without killing yourself…or anyone else)
5 Steps to Creating Your Integrated Content Strategy
The Steps:
1. Determine Goals & Resources2. Get to Know Your Audience3. Find Your Stories4. Audit yourself… and others5. Create your calendar
Who Cares?
SEARCH
SHARING
LIFE CYCLE
BRAND
*powered by content
Step 1: Goals & Resources
Content Marketing Goals
1. Brand awareness
2. Lead nurturing
3. Sales nurturing
4. Customer service
5. Customer retention
6. Visibility
What are your resources for content?
• How much time can you allocate?
• Do you have writers on staff?
• Motion artists? Designers?
• How will this work within the organization?
• Who is responsible for this?
Step 2: Get to Know Your Audience
Step 2: Go Mining
Analyze Analytics
Mine Social Conversatio
ns
Meet Your Neighbors
Survey Your Existing
Audience
Identify Key Customers
For content success, your audience must give a damn.
Analyze Analytics
Referrers• Traffic patterns• Time on site• Conversion rate
Engagement• Most visited pages• Time with content• Pages per visit
Social Shares• Shares• Links• Dates published
Mine Social Conversations
Stalking sounds so harsh…
Mine Social Conversations
Social Monitoring Tools
• Buzzsumo• Google Alerts• Social Mention• Advanced Twitter Search• Topsy
What are you looking for:
• Where are people talking about your industry?
• What do they bring up?• What’s trending
• Who are the trusted voices?• What gets shared (topics,
type)?• Where are the communities?
Mine Social Conversations
What are they asking? Where are the hot buttons?
Start creating buckets for content theming.
Social Conversations
What is being shared?
Social Conversations
What gets shared
Mine Social Conversations
Who is talking about it?
What is their authority?
Meet Your Neighbors
Seek out competitors
Who is talking about them?
Who are they talking to?
What do they already own?
Where have they failed?
Where is the opportunity?
Meet Your Neighbors
Don’t forget Google
Survey Your Existing Audience
• How did you discover your need for this product?
• What research did you do?• How quick did you go from need to purchase?• What was that process like?• What questions did you have post-purchase?• How did you attempt to answer them?
Do something crazy…. TALK to real people
Snuggle up!
Step 3: Find your stories
Restless Baby Boomers:
Thrifty, family-oriented, and wary of new things. Still have children in the
home.Respond to the cost-
saving value of a cruise.
Consummate Shoppers
Well-traveledLike pampering and fine dining The ship is as important to them as the destination
Ship BuffsMost cruise-savvy of alLike longer cruisesVery flexible in their cruise choices.
Persona Worksheet
Map Your Buying Cycle
AWARENESS I have a problem.
RESEARCH What do you offer?
COMPARISON How are you different?
PURCHASE I choose you.
Create Your Stories
Understanding your customer is only half the battle.
Clearly identify and communicate your story.
Create Your Stories
Pain Point
Your Story
Message
Identify:
• Core Values• Your USP• Company Mission• Brand Promise• Key Messages, and how
you live them.
Step 4: Audit yourself… and others
Content Audit: Your Site
Take Inventory:• What do you have
• grab titles, des. & URLs, H1s• What type of content is it?• Dates published• Tone• Buying stage
Measure:• Comments• Likes• +1s• Shares• Links
Evaluate:• Has it been working?• Has it helped you achieve goals?• Score it
Start small
Or go BIG!
Content Audit: Your Site
Take Inventory:• What do you have
• grab titles, des. & URLs
• What type of content is it?• Dates published• Tone• Buying stage
Measure:• Comments• Likes• +1s• Shares• Links
Evaluate:• Has it been working?• Has it helped you achieve
goals?• Score it
Start small
Or go BIG!
REPEAT FOR COMPETITORS
Goal of your Content Audit
Audit Takeaways
Get baseline metrics Where are you starting, where should
you aim? Find topic buckets
What are your essential topics? What do customers care about? What topics will pull you closer to them? Where are you heavy/light?
Identify content types Determine what’s most important Find lessons and takeaways
Step 5: Create Your Calendar
SEO
Social
PR
Dev
PPC
ContentClient
Start Mapping
Build Campaigns, Not Content!Start foundation for marketing plan
• What channels will be used?• How will the teams offer support to one
another?• How are we tracking this?• What personae are we going after? When and
how?• How will we reuse?
Plan for Reuse
Create a common calendar
• Accountability dates• Detailed titles and
descriptions• Content bucket• Buying stage/persona• Social platform updates• Business/company dates• Specific tasks
When should you start ?
Takeaways
Takeaways:
1. Define goals & resources2. Get to know your audience3. Create your stories4. Audit yourself…and others5. Create your map6. Implement & Be awesome