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Content strategy can seem superfluous and too-much extra work when we are busy creating and promoting our content marketing efforts. But, there are a few simple content strategy tools that any digital marketer can use to help publish compelling marketable content that connects with your audience. Here, I've tried to look at some of the best elements of content strategy (specifically, from the discovery phase) you can use to create a process-led, repeatable workflow to plan great marketable content.
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Content Marketing Show July 2014
Gateway-drug content strategy elements you should use Charlie Williams
Charlie Williams
@whitedotnet
Consultant
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I love content
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88% are using content marketing this year
CMI report: Content Marketing in the UK http://contentmarketinginstitute.com/2013/12/uk-2014-content-marketing-research/
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42% have a documented content strategy
CMI report: Content Marketing in the UK http://contentmarketinginstitute.com/2013/12/uk-2014-content-marketing-research/
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two common requests
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‘We need content’
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‘Our content isn’t working’
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They actually need both
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The lightbulb moment
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Time to get digging
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CONTENT STRATEGY
http://contentstrategy.com/book.html
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ANOTHER THING TO LEARN?!
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MANAGING CONTENT AS AN ASSET
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Don’t take my word for it
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“…all great, spontaneous, and effortless-looking content marketing strategies are formed and scaled with a smart content
strategy at their core”
Robert Rose Content Marketing Institute http://contentmarketinginstitute.com/2013/10/content-strategy-content-marketing-separate-connected/
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You don’t have to change your job
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Strategy to make you
sharp as a tack
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CREATING CONTENT THAT’S RIGHT FOR THE
BUSINESS
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WHY ARE WE MAKING THIS
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Because We need to make content
(nope)
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FIVE WHYS
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Five ways Three whys
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An example
http://www.simplybusiness.co.uk/microsites/googleplus-for-small-businesses/
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DEFINE your BUSINESS OBJECTIVES
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None? MAKE YOUR OWN
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Increase website traffic?
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Build brand awareness?
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Launch a new product?
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Again
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WHY ARE WE MAKING THIS?
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Start with why
http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action
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Victory conditions
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Likes? Shares? Links? Sales?
Subscriptions?
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Content inventories
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Ie: what have you got?
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Not just online
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What goes in an
inventory?
ID (1.0, 1.1, 2.0) Page Title
Format URL
Content type (landing page, etc.)
Owner Metadata
Traffic/usage Last update
Condition (keep/update/retire)
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templates
Content Inventory www.content-inventory.com/content-inventory-templates/
Maadmob http://maadmob.com.au/resources/content_inventory
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Unleash the robots
Screaming Frog SEO Spider www.screamingfrog.co.uk/seo-spider/
Content Insight www.content-insight.com
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User-centred content marketing
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We are not the target market
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Gather real user insight
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FIND THE BUSINESS EXPERTS
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WHAT DO USERS WANT TO DO?
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WHAT ARE THEIR PAIN POINTS?
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WHAT BARRIERS STOP THEM?
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WHAT REAL QUESTIONS DO THEY ASK?
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USER RESEARCH
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INTERVIEWS
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surveys
SurveyMonkey www.surveymonkey.com Polldaddy polldaddy.com/ SurveyGizmo www.surveygizmo.com
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SOCIAL DATA
Topsy topsy.com Social Mention socialmention.com BuzzSumo buzzsumo.com Social Crawlytics socialcrawlytics.com
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Customer services
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Sales teams
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Keyword research
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Find your user’s
language
SEMRush www.semrush.com Google Trends www.google.com/trends Keyword Tool www.keywordtool.io serpIQ www.serpiq.com
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ALREADY THERE?
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Gap analyses
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issues Facing Users
Content you
have Expert topics
From User research
From Content
inventory
From Business research
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So, why content strategy?
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Content strategy is your friend
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Why?
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Use it to define business goals and for user research
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Why?
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Process-led, repeatable workflow
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More resources
www.jonathoncolman.org/2013/02/04/content-strategy-resources/ contentmarketinginstitute.com/wp-content/uploads/2013/11/DocumentedStrategy_Final1.pdf www.slideshare.net/jcolman/how-to-build-seo-into-content-strategy-cs-forum-2012 www.portent.com/data/content-inventory/ moz.com/blog/how-to-build-a-content-marketing-strategy contentmarketinginstitute.com/2010/10/strategic-pillars-content-strategy/
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Thank you Want to talk content? Tell me how I’m wrong? [email protected] @pagesauce plus.google.com/+CharlieRWilliams/
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Photo credits
Looking For Janis - https://www.flickr.com/photos/65107846@N08/6093592500/ Sam Catch - https://www.flickr.com/photos/60779737@N00/3682165479/ Start With Why - https://www.startwithwhy.com/ (Press Kit)
