DIGITAL CONTENT STRATEGY WORKSHOP SERIES >>> · 2019. 3. 16. · DIGITAL CONTENT STRATEGY . WORKSHOP SERIES. Carrie Hawthorne Consulting. Fair Trade ... Peace Coffee, Emerson Collective,

DIGITAL CONTENT STRATEGY WORKSHOP SERIESCarrie Hawthorne ConsultingFair Trade Federation Conference

>>>

PART 2 PLANNING & CREATING

C A R R I E H A W T H O R N E C O N S U L T I N G Digital marketing + communications consulting A few clients: Peace Coffee, Emerson Collective, DFS Lab, Forterra,The Brewing Lair, KEXP

E D U C A T I O NMaster of Communication in Digital Media, University of Washington, 2018. UX Design Certification, Nielsen Norman Group, 2016.

P A S T E X P E R I E N C EForterra, Global Mamas, Partners for Just Trade, Green America, Fair Trade Federation, Peace Corps Guatemala

ABOUT ME >>>

@ S E A H A W T H O R N E # F T F W E S T M I N S T E R

CONTENT STRATEGY FRAMEWORK >>>1. Analyze

+ Research

2. Plan

3. Create4. Measure

5. Manage

• Competitive analysis

• Content audit

• Web analytics

• Stakeholder interviews

• Customer data

• Social media insights

• Customer service insights

A N A L Y S I S T O O L S


1. Analyze +

Research

2. Plan

3. Create4. Measure

5. Manage

• Web + social analytics

• Surveys

• Field studies

• Usability tests

• Guerrilla testing

• User groups

• Personas

• Journey Maps

R E S E A R C H T O O L S


CONTENT STRATEGY FRAMEWORK >>>

1. Analyze +

Research

2. Plan

3. Create4. Measure

5. Manage

P L A N N I N G T O O L S


PLANNING >>>

• Gap analysis

• Brand basics

• We are…we are not

• Voice and tone

• Style guidelines

GAP ANALYSIS >>>


• A method for determining where you

content/experience falls short.

• You can turn data and observations

into actionable recommendations

W H A T I S I T ?

W H Y U S E I T ?

GAP ANALYSIS >>>


• People spend less than 1 minute on our

product page and it has a high bounce rate.

• The page is not telling a story, it only offers

facts and data without any human element

• Users in our survey told us producer

information is very important to them

S A M P L E

GAP ANALYSIS >>>


• Web page:

• User group (target audience):

• Page Goal:

• Audience Goal:

• Observations (analytics + what’s missing):

• Recommendations:

• Summarize: If we do _____, we should expect ______

T R Y I T !

1. Analyze +

Research

2. Plan

3. Create4. Measure

5. Manage


PLANNING >>>P L A N N I N G T O O L S

• Gap analysis

• Brand basics


• Voice and tone


WE ARE…WE ARE NOT >>>


• 4-10 opposing adjectives that define your brand

• Helps define brand personality

• Gives people guidance for how to write messaging

• Aligns stakeholders

W H A T I S I T ?

W H Y U S E I T ?

WE ARE…WE ARE NOT >>>


• We are professional

• We are positive

• We are informed

• We are in it for the long-haul

• We are community oriented

• We are fun

E X A M P L E

• We are not stiff

• We are not unrealistic

• We are not know-it-alls

• We are not trendy

• We are not exclusive

• We are not goofy

1. Analyze +

Research

2. Plan

3. Create4. Measure

5. Manage



• Gap analysis

• Brand basics


• Voice and tone


VOICE + TONE >>>


• The personality of your organization

• Fixed – doesn’t change based on who you’re addressing

V O I C E

• Based on your voice but will change based on target audience, platform, situation

• Dynamic

T O N E

F U R T H E R L E A R N I N G• 5 Easy Exercises to Find Your Brand's Voice, Entrepreneur

https://www.entrepreneur.com/article/269885

1. Analyze +

Research

2. Plan

3. Create4. Measure

5. Manage



• Gap analysis

• Brand basics


• Voice and tone


STYLE GUIDELINES >>>


• Consistency and clear guidelines for writers

• Important when you have a large group of contributors or high turnover in

marketing and communications positions

W H Y T O H A V E T H E M

• A document that outlines how your content is written

W H A T A R E T H E Y ?

• Mailchimp Style Guide

• Avvo

R E S O U R C E S

https://styleguide.mailchimp.com/

https://avvo.frontify.com/d/xDbwvl0X1tY6/content

STYLE GUIDELINES >>>


• Mission and values

• Reason for having guidelines

• Objectives of creating content and

you business goals

• Voice and tone

• Who are the various audiences you

create content for

I T E M S T O C O N S I D E R I N C L U D I N G• What the platforms you use are and how

tone may vary according to platform

• Words not to use/tricky words

• Formatting examples

1. Analyze +

Research

2. Plan

3. Create4. Measure

5. Manage


CREATING >>>C O N T E N T C R E A T I O N T O O L S

• SEO keyword research

• Message hierarchy

• Key messaging

• Core model

• Channel + distribution strategy

• SEO implementation

High-quality web content that's useful, usable, and enjoyable is one of the greatest competitive advantages you can create for yourself online.

― Kristina Halvorson, Brain Traffic

1 . C O N T E X T U A L – Right content, right time.

2 . R E S P O N S I V E – Works across all breakpoints, platforms, and devices.

3 . I M M E R S I V E / E X P E R I E N T I A L – Submerges the user in experience, draws on an emotion.

4 . O R I G I N A L – It’s unique to you and can’t be found elsewhere on the web.

5 . R E U S A B L E / S T R U C T U R E D – It’s structured and can be reused by you to meet different needs.

6 . S H A R E A B L E – Engaging content that creates brand ambassadors and evangelists.

7. U S E F U L / R E L E V A N T – Meets the user’s need. Has a specific goal and meets that goal.

GOOD CONTENT IS… >>>


Source: 2015 Content Marketing Benchmarks, Budgets, and Trends: .i-scoop.eu/content-marketing/marketing-goals-connected-role-content-marketing/

WHY ARE YOU CREATING CONTENT? >>>

Marketing Profs 2018 B2B and B2C Content Marketing Benchmarks, Budgets and TrendsF U R T H E R L E A R N I N G

https://www.i-scoop.eu/content-marketing/marketing-goals-connected-role-content-marketing/

https://www.marketingprofs.com/charts/2017/32864/b2b-content-marketing-2018-benchmarks-budgets-and-trends

marketinhttps://www.marketingprofs.com/charts/2017/33257/2018-b2c-content-marketing-benchmarks-budgets-and-trends

@ S E A H A W T H O R N E # F T F W E S T M I N S T E RSource: Hubspot, 2015

4.5Xmore leads than companies that published

0-4 monthly posts.

Companies that published 16+ blog posts per month got about

C O N T E N T M A R K E T I N G G O A L S1. Traffic2. Awareness3. Reach

T O O L S Blogs, search engine marketing, search engine optimization, paid ads, media buys, social media, email

# 1 C O N C E R N How can we cut through this noise to get our message heard?

CONTENT NUANCES >>>C O N T E N T S T R A T E G Y G O A L S

1. Engagement2. Task completion3. Retention

T O O L S Website

# 1 C O N C E R N How do we help the user complete the task they came here to do?

1. Analyze +

Research

2. Plan

3. Create4. Measure

5. Manage





• Key messaging

• Core model



• Optimization

@ S E A H A W T H O R N E # F T F W E S T M I N S T E RSource: Vertical Measures

93%of all consumers use search prior to making a purchase

KEYWORDS >>>

• A website optimized for search engines "speaks the same language" as its potential

visitor base with keywords for SEO that help connect searchers to your site.

W H Y T H E Y ’ R E I M P O R T A N T

• Your SEO keywords are the key words and phrases in your web content that make it

possible for people to find your site via search engines.


Source: Wordstream, wordstream.com/seo-keyword

F U R T H E R L E A R N I N G• Beginners guide to SEO: Keyword Research, Moz


https://www.wordstream.com/seo-keyword

https://moz.com/beginners-guide-to-seo/keyword-research

LONGTAIL KEYWORDS >>>

• They’re easier to rank for.

• People who search by using long tail keywords are far more likely to become buyers

W H Y T H E Y ’ R E I M P O R T A N T

• They contain multiple keywords and often are used by people who are later in the

buying cycle who have more specific needs.


Source: Wordstream, wordstream.com/seo-keyword

E X A M P L E• Keyword: Seattle bookstore Longtail: Seattle bookstore with good coffee


https://www.wordstream.com/seo-keyword

@ S E A H A W T H O R N E # F T F W E S T M I N S T E RSource: Wordstream, 2016

50%of searches contain 4 words or more

KEYWORD GENERATION >>>


• Common questions and your expertiseI N T E R N A L T O O L

Q U E S T I O N L O N G T A I L K E Y W O R D

How do you wash your fabric so it doesn’t bleed?

Tips for washing hand dyed fabric

Fair trade basket

K E Y W O R D P H R A S E

1 V A R I A T I O N 2 V A R I A T I O N 3 V A R I A T I O N

Fair trade basket from Kenya

African hand woven baskets

Handmade baskets from africa

KEYWORD GENERATION >>>• Moz Keyword Explorer, several free searches a month. Free trial or $160/month

E X T E R N A L T O O L


E X E R C I S E

https://moz.com/explorer



• Keywordtool.ioE X T E R N A L T O O L

http://www.keywordtool.io/



answerthepublic.comE X T E R N A L T O O L

KEYWORD GENERATION >>>C H E A P + F A S T T O O L S

KEYWORD GENERATION >>>C H E A P + F A S T T O O L S

1. Analyze +

Research

2. Plan

3. Create4. Measure

5. Manage





• Key messaging

• Core model



• Optimization

MESSAGING HIERARCHY >>>


• Enables you to focus your content on the things that matter

• Helps guide the user through the website

• Helps user find what they’re looking for quickly

W H Y I T ’ S I M P O R T A N T

• Positioning of messages to create prominence of message importance for the

reader/user that support both the user and business needs

W H A T I S I T ?



MESSAGING HIERARCHY >>>


• Most important thing you want the user to learn

• What you want people to do after they understand your message

• Explain and support primary message

• The data and hard facts which support your assertions

P R I M A R Y M E S S A G E

C A L L S T O A C T I O N

S E C O N D A R Y M E S S A G E S

D E T A I L S

1. Analyze +

Research

2. Plan

3. Create4. Measure

5. Manage





• Key messaging

• Core model



• Optimization

KEY MESSAGING >>>


T Y P E J O BTaglines To give one succinct and memorable mission for the page

Calls to action To guide the user through the website by telling them what you want them to do

Confidence messaging To relieve user anxiety and make them feel good about buying

Urgency messaging To get them to buy now rather than later

Social proof To use the behaviors of others to justify a decision. People find it easier to make decisions if others have made the same one.

Pricing display To get the user to understand a good value/deal

Headlines and subheads Gives context to modules

KEY MESSAGING >>>


E X A M P L E S O F T A G L I N E S

KEY MESSAGING >>>


E X A M P L E S O F C A L L S T O A C T I O N

KEY MESSAGING >>>


E X A M P L E S O F C O N F I D E N C E M E S S A G I N G

• Value propositions – why buy with us

• This is easy

• You did great

• Recommended (user or company recommended)

• Customer support messaging

KEY MESSAGING >>>


E X A M P L E S O F U R G E N C Y

• Only X left

• Limited time only

• Selling out/selling fast

• X% already sold

• Show them what they already missed out on

KEY MESSAGING >>>


E X A M P L E S O F S O C I A L P R O O F

• X people have bought this in the past X time

• X people are looking at this/considering this item

• X people liked this

• X people recommend this

• Testimonials

• Reviews

KEY MESSAGING >>>


E X A M P L E S O F P R I C I N G D I S P L A Y

• Strike through

• Pricing comparisons

• Value messaging

• 3-choice model

KEY MESSAGING >>>


E X A M P L E S O F H E A D L I N E S + S U B H E A D S

1. Analyze +

Research

2. Plan

3. Create4. Measure

5. Manage





• Key messaging

• Core model



• Optimization

CORE MODELING >>>


• Ensure content on page fulfills business goals

and user needs

• Reminds you that every page should be

considered the homepage

W H Y I T ’ S I M P O R T A N T

• Focuses web design on core tasks users need to

accomplish by identifying elements to emphasize

on that page.

W H A T I S I T ?

CORE MODELING >>>


CORE MODELING >>>


S A M P L ETarget audience + goalParent of failing student who needs a tutor for kid

• Thinking: Hope this company can help my kid• Feeling: Anxious and stressed out• Doing: Looking for info to feel confident in your services

Business goalConvert visitor to new clientSourceWeb search or friend recommendationKeywordElementary tutoring service in Bellingham

CORE MODELING >>>


1. Logo2. Header image3. Heading4. Subhead5. Services process visualization +

explanation (3 easy steps)

6. Supporting services information• What we do• How we work• Is HLS right for me?

7. Our impact8. Parent Testimonials9. CTA 1: Call us today10. CTA 2: Learn more about us

S A M P L E C O N T I N U E DCore Content

Link to template: carriehawthorne.com/resources

http://www.carriehawthorne.com/resources

1. Analyze +

Research

2. Plan

3. Create4. Measure

5. Manage





• Key messaging

• Core model



• Optimization

CHANNEL + DISTRIBUTION STRATEGY >>>


Q U E S T I O N S T O A S K

• Will you create one source and publish it to all channels?

• Will you create one source and publish pieces of it to different channels?

• Will you create separate content for each channel?

CHANNEL + DISTRIBUTION STRATEGY >>>


• Will you create one source and publish it to all channels?

• Will you create one source and publish pieces of it to different channels?

• Will you create separate content for each channel?

CHANNEL JOB CONTENT ELEMENTS TONE UPDATE VELOCITY

Website To get the user to convert

Product description, testimonials, contact info, blog

Informative, helpful Monthly

Email To get the user to return to the site Events and offers Engaging, pithy Weekly

BlogTo keep the user engaged with the brand

Producer stories, sustainability

Funny, personal, anecdotal Weekly

Facebook To notify the user about events Photos, events Playful Daily

Twitter To link the user back to the site

Events, link to blog posts Short and sweet Twice daily

S A M P L E


S A M P L E

1. Analyze +

Research

2. Plan

3. Create4. Measure

5. Manage





• Key messaging

• Core model



• Optimization


1. Select a keywordDo not duplicate keywords on websiteEx. large blue ceramic gardening pot

2. Incorporate keyword into copy

3. Create headings that include the keywordInclude the keyword in your H1 heading. If you don’t have H1 on your page, include it in H2. Only have one H1 heading per page.

4. Name your image files according to keywordInclude the keywords in the file names of .png or .jpg files on the page. Ex: large_blue_ ceramic_ gardening_pot.jpg

SEO IMPLEMENTATION >>>S E O C H E C K L I S T

5. Add alt textAdd alt text once you’ve uploaded your image to the CMS that is descriptive but if possible includes the keywordEx: Picture of large blue ceramic gardening pot

6. Include keyword in Page TitleThe first part is dedicated to the keyword with a | separating the two sections. Last part can be your company name.Ex: Blue Ceramic Pots and Planters| Company Name


7. Write meta descriptionWrite a short description of the page that includes the keywords and helps the page pop in a page of search engine results or on social media. Should end with a call to action. This technically does not improve your search ranking but it can help attract people to choose your site over another

8. Include keyword in URLSimilar to the alt tag naming, include the keyword into the URL/title of the page. Example: yoururl.com/shop/large-blue-ceramic-gardening-pot

SEO IMPLEMENTATION >>>S E O C H E C K L I S T C O N T I N U E D


SEO IMPLEMENTATION >>>1

23

1 Page Title

URL

Meta Description

2

3


SEO IMPLEMENTATION >>>S E O M A N A G E M E N T T E M P L A T E• Use the Screaming Frog report as a starting point to build your SEO from

• Copy and paste report into first tab of report

• Review content in SEO Management tab and begin to edit from there

SEO Management template: carriehawthorne.com/resources

1. Analyze +

Research

2. Plan

3. Create4. Measure

5. Manage





• Key messaging

• Core model



• Optimization


OPTIMIZATION >>>• Unintentional duplicate content

• Page load times

• Poor HTML (title tags, broken links)

• Poorly optimized images and videos

• Bad inbound links/not enough

• Thin content

• Not mobile friendly

C O M M O N P R O B L E M S


OPTIMIZATION >>> Internal links

External links

Mobile responsiveness

Fast page load

Compressed images

Schema markup/rich snippets

A D D I T I O N A L I T E M S T O P A Y A T T E N T I O N T O

Open graph, Twitter cards, Pinterest rich

pins

Digestible copy

Bulleted and/or numbered lists

Font formatting/headings

Short paragraphs (250 words or less)

@ S E A H A W T H O R N E # F T F W E S T M I N S T E RSource: Search Engine Journal, 2017

53%of people abandon a mobile site that takes

3 seconds or more to load

Google: Test your mobile speed

https://testmysite.thinkwithgoogle.com/

QUESTIONS?

NEED HELP?I know a pretty cool consultant who loves to support kickass companies like yours.

>>>Carrie [email protected]

mailto:[email protected]

Documents

DIGITAL CONTENT STRATEGY WORKSHOP SERIES >>> · 2019. 3. 16. · DIGITAL CONTENT STRATEGY . WORKSHOP SERIES. Carrie Hawthorne Consulting. Fair Trade ... Peace Coffee, Emerson Collective,