content strategy
DESCRIPTION
Planning, development and management of content.TRANSCRIPT
CONTENT STRATEGY
• WHAT IS A CONTENT STRATEGY?
PLANNING
CONTINUOUS DEVELOPMENT
ONGOING MANAGEMENT
• WHY DO I NEED A CONTENT STRATEGY?
ATTRACT
MAXIMIZE WEB CONTENT
PRIORITISE
BUILD TRUST
• CREATING A CONTENT STRATEGY
DISCOVER
ANALYZE
BUILD
TEST
• KEY ELEMENTS OF A CONTENT STRATEGY
OVERALL OBJECTIVES
BUYER PERSONAS
PRIMARY/SECONDARY MESSAGING
EDITORIAL CALENDAR
LINKING PLATFORMS
ON THE AGENDA
WHAT IS A CONTENT STRATEGY?
WHAT IS A CONTENT STRATEGY?
An effective content strategy is the careful planning, development and management of your content in alignment with whatever it is you’ve set out to achieve.
WHAT IS A CONTENT STRATEGY? Careful Planning
Think of it as a road map for both you and your visitors. As you map out
the route, consider:
• Objectives. What is your final destination? Where do you want to go?
What is it that you want to achieve?
• Research. Who are you trying to reach and what do you want to tell
them?
• Platforms. How do you plan on going about this?
• Tools. What will you be monitoring? What will define success?
WHAT IS A CONTENT STRATEGY? Continuous Development
Continuous development, shaped by tactics
• Facebook/Twitter/Pinterest (etc) Strategy
• Research
• Platforms
• Tools
WHAT IS A CONTENT STRATEGY? Ongoing Management
Ongoing management, defined by constant evaluation,
assessment, redesign and implementation.
• Facebook/Twitter/Pinterest (etc) Strategy
• Research
• Platforms
• Tools
WHY DO I NEED A
CONTENT STRATEGY?
WHY DO I NEED A CONTENT STRATEGY? Attract
Attract new customers whilst retaining the trust and loyalty of
your existing customers.
However, it all goes back to what your main objectives are and
where you are online.
WHY DO I NEED A CONTENT STRATEGY? Maximize Web Content
Maximizing your web content entails the mastering
and practice of these techniques;
• Balancing
• Recycling
• Shuffling
• “Twerking”
WHY DO I NEED A CONTENT STRATEGY? Prioritize
Prioritize your content to avoid being this guy!
Remember content isn’t just text, it is:
• Images
• Colors
• Videos
• Text
A content strategy outlines the end picture for
you and because appearance speaks on your
brand’s behalf, it should be considered as a
part of your content strategy.
WHY DO I NEED A CONTENT STRATEGY? Build Trust
If your content strategy does not cater to building trust with
your online audience, then revisit it!
CREATING AND IMPLEMENTING A CONTENT
STRATEGY
HOW DO I CREATE A CONTENT STRATEGY?
Picture by Andrew Kaufman
KEY ELEMENTS OF A CONTENT STRATEGY
• OVERALL OBJECTIVES
• BUYER PERSONAS
• PRIMARY/SECONDARY MESSAGING
• EDITORIAL CALENDAR
• LINKING PLATFORMS
• Awareness
• Nurture
• Market Products
• Thought Leader
• Promote
KEY ELEMENTS OF A CONTENT STRATEGY Objectives Over Time
We want to increase blog readership by 5% every month for the next 6months, so
as to raise awareness about product ‘x’
KEY ELEMENTS OF A CONTENT STRATEGY Objectives Over Time
We want to reduce call centre costs by 10% in the next 5months, so as to increase
operational efficiency.
Avoid getting this reaction from audiences when
they come across your content.
Look into;
• Present Demographics
• Who is your ideal buyer?
• What are their pain points?
And then decipher how you can use content to talk
to them and address their issues effectively.
KEY ELEMENTS OF A CONTENT STRATEGY Buyer Personas
PRIMARY
(our services)
SECONDARY
(humor)
Smart marketers really
master the art of primary
and secondary messaging
KEY ELEMENTS OF A CONTENT STRATEGY Primary/Secondary Messaging
KEY ELEMENTS OF A CONTENT STRATEGY Editorial Calendar
This will help you produce the right amount of
content at the right time across all your online
platforms.
In a world where digital changes happen
every now and then, timing is important and
when regarding it, you might what to pay
attention to:
• Current affairs that could serve as triggers
• Changes in the digital space
• Your personas possible daily routine
KEY ELEMENTS OF A CONTENT STRATEGY Tone Of Voice
The tone of your voice across all platforms
should be set out by the content strategy.
Content differentiation, understand
how users speak on each platform.
Introduce tactics and look at;
• Tone on each platform
• Hashtags used on different
platforms
• Trending topics
• Ad types
KEY ELEMENTS OF A CONTENT STRATEGY Know Your Platform
KEY ELEMENTS OF A CONTENT STRATEGY Know Your Platforms
Know how people are using each
platform
Know how ads work on each platform
Know the dynamics and features of
each platform.
KEY ELEMENTS OF A CONTENT STRATEGY Linking Your Platforms
Linking your platforms does not
mean linking the content feed. It
means leaving traces on each
platform that all lead to the main
objective but can still easily be
followed from one platform to the
next.
END