becoming a brand as publisher through content value exchange
TRANSCRIPT
CONTENT PROCESS
OPTIMIZATION
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@WeAreCSG
#ContentValueExchange
CONTENT VALUE EXCHANGE
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7-POINT GUIDE: CONTENT VALUE EXCHANGE
1. Relevance
2. Timeliness
3. Neutrality
4. Shareability
5. Impact
6. Authenticity
7. Targeted
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VALUE OF CONTENT
1. Business Value
2. Data Value
3. Campaign Value
4. Utility Value
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“In every content-driven experience, it’s the collection of assets, not any single one, that provides strategic value” ~Robert Rose with Content Marketing Institute
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CONTENT MARKETING IS NOTHING NEW
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CONTENT PROCESS OPTIMIZATION
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BUSINESS ANALYSIS
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BUSINESS ANALYSIS: REPUTATION AUDIT
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BUSINESS ANALYSIS: STAKEHOLDER
RESEARCH
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BUSINESS ANALYSIS: CONTENT AUDIT
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BUSINESS ANALYSIS: VALUE IDENTIFICATION
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AUDIENCE VS. BUYER PERSONAS
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OFFLINE & ONLINE PERSONA RESEARCH
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CONVERSION MAPPING
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CENTERS OF INFLUENCE
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SHARED VALUE CONCEPT
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5 STEPS: CONTENT MARKETING STRATEGY
• The Goal
• The Audience
• Outcome or Value
• Content Tilt
• Story Map
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STRATEGY: CONTENT MISSION STATEMENT
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CONTENT MARKETING STRATEGY
• Types of Content Strategies
– Effective Publisher
– Insight Data
– Conversion Optimization
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EFFECTIVE PUBLISHER
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INSIGHT DATA
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CONVERSION OPTIMIZATION
STRATEGY: EDITORIAL CALENDAR
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STRATEGY: PACKAGING & SEO
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STRATEGY: DISTRIBUTION & PROMOTION
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CPO: MEASUREMENT & ANALYSIS
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CPO: MEASUREMENT & ANALYSIS
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QUESTIONS?
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