Content is King:

Wear the Crown with Ease

Welcome

Today’s presentation is brought to you by

Bluespire Marketing.

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Today’s Featured Presenters

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Melissa Caravella,

Content Director

Kyle Wilson,

Senior Copywriter

“Content is King” Agenda

What is content strategy?

Developing a content strategy

Implementing a strategy through creative

Advocating for content strategy in your

organization

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WHAT IS CONTENT STRATEGY?

Content Strategy is…

Planning for the

creation, delivery

and governance

of useful, usable

content --Content Strategy for the Web

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Why Content Strategy?

27 million pieces of content shared daily.

50% of consumer time online is spent engaging

with custom content.

AOL/Nielsen (2012); HubSpot, “13 Spooky Stats to Scare Your Boss Into Better Marketing” 7

Why Content Strategy?

Millennials expect brands to develop

content for them, with a high

percentage wanting to be directly

entertained through content marketing.

Interesting content is one of the main

reasons people decided to follow

brands on social media.

Edelman, “The Evolving Role of Brands for the Millennial Generation; Demand Metric, “Content Marketing Plan Methodology”

80%

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The Value of Content Strategy

Content strategy ensures your content is

mapped to your business goals

Content is no longer an added cost, but a

driver of revenue

Content helps you differentiate yourself in

the market

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DEVELOPING A CONTENT

STRATEGY

Strategy Process

It all starts with

knowing what

you have …

• Bariatric/ Weight Management

• Oncology

• Health and Wellness

• Dermatology

• Heart and Vascular

• Neurology

• OB/Gyn & Women's Health

• Ophthalmology

• Orthopedics

• Diabetes

• Transplant

• Robotic Surgery

• Many more…

Strategy

Workflow and

Delivery

Create

Govern

Content Audit

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1.8

Stakeholder Meetings

Stakeholder meetings and interviews help you:

Narrow down your business goals

Identify limitations

Identify growth drivers

Learn about competitive environment

Get buy-in from a larger team

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1.8

Best Practice: Meeting Report

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Auditing Your Content

1.6

No. 1 question asked about

content audits:

Do I have to do one?

(Because I really don’t want to.)

YES!

The time you put in up front

will save you time later

You need to know what needs

to go, what can stay and what

needs to be edited

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Poll: How many of you know exactly what

content is on your website, when it is updated

and who’s in charge of it?

1. Yes, I’m aware of all the above.

2. I have an idea, but not 100% sure.

3. No, you’re asking the wrong person.

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Audit Template

1.6

Channel Key

Messages

Purpose Alignment with

business goals

Rating

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Executive Summary

Report should

include: Process overview

Factors considered

Rating system

Strengths/weaknesses

Recommendations

Initial next steps

1.6 17

Analysis

Internal

Who works on content? Why?

What does the workflow look like?

Who uses it? How?

External

Who are your audiences? What do they want?

Who are your competitors? How can you differentiate?

Who are the influencers?

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Mapping Internal Processes

Walk through the

steps for creating,

delivering and

maintaining content

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Later, you can create a shareable version

of the current state and future state.

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Tool: Message Map

Walk through the steps for creating,

delivering and maintaining content

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Tools for External Factors

Competitive analysis

Market research

User/consumer research

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Putting It All Together

Summarize your strategy in a short

aspirational document or statement.

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Check Your Work

Who: Who creates and uses your content

What: The content you’ll create

When/Where: Delivery channels/timing

Why: What you plan to achieve

How: Workflow and governance

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So…Now What?

You’ve got an overarching strategy

You know your content, its strengths and

weaknesses

You know your audience and competitors

Now it’s time to create!

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IMPLEMENTING A STRATEGY

THROUGH CREATIVE

The Content Trampoline

Brand Creative Content

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Brand Creative Content

From Strategy to Fluidity

Move away from

linear thinking

Recognize the

depth of content

Begin the process

of pairing

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The Overlapping C’s

Content Creative

Custom publications Brand affinity

Awareness surveys Demographic targeting

Content planning Campaign initiatives

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Creative Content

Brand affinity Access to audience

Demographic targeting Distribution of messages

Campaign initiatives Maximize returns

Tips: Going from Content to Creative

Creative doesn’t mean adding images

When possible, find ways to deliver your

headline message in a more succinct way

Front load action/benefit language

Be brief about it

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CONTENT AS FUEL FOR THE

CREATIVE ENGINE

Client Example of Onboarding

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Client Example of Onboarding

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ADVOCATING FOR YOUR

ORG’S CONTENT STRATEGY

Top 10

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#10: Team up with

those who already

speak the language

#9: Get buy-in from a

senior leader in your

organization

Top 10

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#8: Become an

expert

#7: Tell the

content story

before it’s a

possibility

WHAT

HOW

WHY

Top 10

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#6: Test it

internally first

#5: Ask for a

pilot project

Top 10

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#4: Call it “creative”

#3: Bank on the

metric value

Top 10

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#2: Find a

competitor who’s

already doing it

#1: Prove the need

WRAP-UP / QUESTIONS

Thanks for Joining Us Today!

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Tuesday, June 23, 2015

12 p.m. EST / 11 a.m. CST / 9 a.m. PST

Making Your Next Website Project a

Complete Success

http://www2.bluespiremarketing.com/website-success-webinar-0623

Healthcare folks, we have a great webinar

scheduled next week in partnership with

Kentico and Greystone.Net.

Stay tuned for details on our next Trendlab

webinar (Q3), which will focus on service design.

Questions?

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