Why content marketing needs content strategey

Why content marketing needs content strategy

Content Marketing Show

November 2013

@la_popebrilliantnoise.com

Thursday, 7 November 13

What’s thedifference?


image (cc) Antony Hutchinson

“Content strategy plans for the creation, publication and governance of useful, usable content.”Kristina Halvorson, Brain Traffic, http://goo.gl/JiSpjs


http://goo.gl/JiSpjs




image (cc) Content Marketing Institute

“Content marketing is a technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience.”The Content Marketing Institute, http://goo.gl/UP4Q1g






Content strategy is about the ‘how’, the user, the big picture, the governance and the planning.

Content marketing is about the ‘what’, the business, the tactics and the individual campaigns.


The elements of content strategy


Purpose

Performance

Prin

ciples

Pro

cesse

s

Platfo

rms

People

Brilliant Noise content strategy model


The overarching reason why your content exists.Purpose applies to every piece of content, not just specific campaigns.

Purpose/ˈpəːpəs/ noun


image (cc) Photon

“To bring inspiration to every athlete* in the world.

*If you have a body, you are an athlete.” Nike, http://goo.gl/XTLh7a


http://goo.gl/XTLh7a

http://goo.gl/XTLh7a

“What is content anyway?”


“What is content anyway?”‘Purpose’ gives you the answer.


The fundamental propositions that form the foundations of your content.

Principles/ˈprɪnsɪp(ə)l/ noun


“ 1. Inspire participation amongst the very best 2. Connect these creative minds 3. Share the results of our efforts 4. Continue development 5. Measure success.” Coca-Cola, http://goo.gl/xtGCTz

image (cc) The Cognitive Media


http://goo.gl/xtGCTz

http://goo.gl/xtGCTz

“There are too many different content silos, and there’s no consistency.”


“There are too many different content silos, and there’s no consistency.”‘Principles’ give you a solution.


The places where and tools with which your create, publish and amplify your content.

Platforms/ˈplatfɔːm/ noun


Source Create Publish Amplify

RSS

Social listening

Bookmarking e.g. Diigo

Yammer

Wiki

Internet

Word/Pages

Spredfast

Editorially

Gather Content

Scrivener

ZenWriter

CMS

Blog

3rd party sites

Social networks

Social networks

Email

RSS

Paid content promotion e.g. PPC, OutBrain, Zemanta


“The CMS fills me with rage.”


“The CMS fills me with rage”‘Platforms’ make sure it never comes to this.


The series of actions that you need to complete to create your content.

Processes/ˈprəʊsɛs/ noun


START

Text

Content working group add ideas and/or source material to a content planner.

Editor prioritises based on user needs and content principles, creates content plan.

Editor writes content briefs and secures sign off from relevant stakeholders.

Editor gives briefs and source material to content writers.

Content writers write content.

Editor proofs, checks against the brief, style and tone of voice guide, and principles.

Editor gives stakeholders a final chance to sign off controversial/sensitive content.

Content is published. Content is amplified. Content is measured

and optimised.

GOAL: great

content


START

GOAL: great

content

Research content

Fail to find source

material

Create idea for

campaign

Write brief

Get brief signed off

Write content

Send content for

sign off

Content isn’t

approved

Content is approved

Content ready for

publication

Argue over who owns content

CMS doesn’t support content format

TextDelays mean content is

out of date

Content is published

No one reads the content

People read the content

Most people hate/are

indifferent

Some people like/

love it


“The sign-off process is ridiculous.”


“The sign-off process is ridiculous.”‘Processes’ plan away sign off problems.


The people involved in the content process and the way they are organised in relation to it.

People/ˈpiːp(ə)l/ noun


- Content department: an in-house or agency team that creates content for the whole organisation.

- Content centre of excellence: content experts who provide leadership and guidance on best practice across the organisation

- Content council: a group of content professionals from across the organisation that meet regularly to make sure content is aligned.

- Cross-functional content chief: a senior executive with cross-departmental authority.

- Content lead: a person who leads content initiatives, but without cross-departmental authority.

- Executive steering committee: a cross-functional strategic group.

Content organisation models

Altimeter Group http://goo.gl/NdxkWC


http://goo.gl/NdxkWC

http://goo.gl/NdxkWC

“Everyone/no one thinks they own content.”


“Everyone/no one thinks they own content.”‘People’ makes the hierarchy and team involved clear.


The benchmarks for success and the ways in which you measure the impact of your content.

Performance/ˈpəˈfɔːm(ə)ns/ noun


What is your objective? What metrics will help you see if you’re meeting that objective?

Visits, unique visits, page views, time on page, bounce rate, exit rate, return visits, new visits, shares, likes, links, views, downloads, comments, share of voice, brand mentions, customer satisfaction, number of calls/emails/inquiries, sales, leads, sales funnels...


image (cc) eriwst

Content strategy gives you a formula for creating great content time and time again.


image (cc) lindaybayley

Implementing content strategy is hard - take it one step at a time until you get it right.


Thanks

[email protected]@La_Popebrilliantnoise.com

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