content strategy - econsultancy - mwl17 - timfidgeon
TRANSCRIPT
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Tim Fidgeon
T: +44 (0)20 7970 4167
Content strategy, editorial planning & content calendars
Econsultancy training taster session
Marketing Week Live 2017
Econsultancy Training
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Achieve Digital Excellence
To succeed in digital, it must permeate
every part of your business – from top
level strategy, organisational structure
and staff capabilities, to technology
and processes. Econsultancy is the only
business of its kind that bridges the
gap between strategy and action
through a unique mix of research,
training and events.
ENABLE INSPIRE
Public and in-company
training courses
Subscriptions and online resources
Industry-leadingevents
Digitaltransformation
services
SUBSCRIPTIONSOur research and online resources are produced by our own analysts and researchers with two goals in mind: to provide you with the insight you need and ability to put what you know into practice
TRAINING COURSESWe're not just trainers – we’re practitioners. That means the insights we share are tested, honed and always up-to-date.
DIGITAL TRANSFORMATIONAddress strategy, people, processes and technology to close the gap between where you are now and where you need to be.
EVENTS AND NETWORKINGOur events are carefully curated to provide inspiration and fresh thinking, practical focus on the topics that matter as well as enviable networking.
A UNIQUE COMBINATION FOR SUCCESS
Econsultancy Training
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WHAT WE OFFER
Practitioner-ledtrainingAt Econsultancy, we're not just trainers.
We're also passionate researchers,
analysts, consultants and most
importantly, practitioners. And that means
the insight and advice you'll receive
through our training services will be
completely up to date and relevant.
One and two daytraining coursesPacked with insight and practical advice, these courses will help you get up to speed and beyondin your chosen subject
Intensives: Mastering Digital MarketingThese three-day sessions will power through theory and practical skills and see you come away with some serious know-how
On-site and bespoketraining coursesChoose any of our courses and we’ll deliver and tailor it to your team - ensure an open environment and to get everyone up to speed
Interactive Elearning modulesThese convenient, interactive, online modules cover core digital skills and will allow you to learn the basics at your own pace
Online ClassroomBased on our most popular training course, Fast Track Digital Marketing, Econsultancy’s Online Classroom provides all the advantages of face-to-face training with the benefit of flexible learning.
Econsultancy Training
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4Econsultancy Training
Tim Fidgeon is one of the UK’s leading digital trainers and consultants. He holds an MSc in Human-Computer Interaction and has been helping organisations develop market-leading digital strategies, experiences and content since the late 90s. After leading the User Experience teams for several large digital agencies, he is now a trainer and consultant.
His articles on digital marketing and user experience have been published by:
.net magazine
New Media Knowledge
Usability News
Web Standards Group
About Tim
BIOGRAPHY
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5Econsultancy Training
What the course is all about
• Develop a content strategy, governance policies & content calendars
• Exclusive templates for…
• Strategy Statements
• Audits
• Content Request & Brief
• Content Calendar
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6Econsultancy Training
Content strategy, editorial planning & content calendars
• Create a Content Strategy
• Evaluate your organisation vs. strategy
• Generate content ideas
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What is content strategy?
Content Marketing = using content to promote the organisation
(vs. paid media)
Content Strategy = what content to produce & processes
Editorial Planning & Content Calendars = day-to-day plan
Econsultancy Training
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Why research your audiences?
It makes your life much, much easier!
You don’t know what you don’t know
…until you do the research
Refresh your research (when you feel appropriate)
Econsultancy Training
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Personae
% of content per:
• Goal
• Topic
• Format
Understandings will drive content development
Econsultancy Training
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External data
• General research
• Search behaviours
• Competitor & influencer analysis
Internal data
• Sales team
• Customer services
• Analytics
Generate your own data
• Online tools
• Focus groups
• Interviews
• Card sorting
• Usability testing
• A/B testing
Sources of insight
Econsultancy Training
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Search behaviours
• adwords.google.com/KeywordPlanner
• google.com/trends/
• answerthepublic.com/
Most popular Seasonal trends Long-term trends
Econsultancy Training
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Influencer analysis
Other people & organisations your audience might
listen to…
• Within your domain
• Outside of your domain
Econsultancy Training
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Influencer analysis
• Competitors
• Direct
• Intermediaries
• Alternatives
• Trade associations
• Reviews
• News
• Mainstream
• Industry
• Social media
• Blogs
• Existing customers
Econsultancy Training
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Social behaviours
• buzzsumo.com
• followerwonk.com
• hashtagify.me
Most followed Hashtags FormatsTopics
Econsultancy Training
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High-level summary of strategy per segment
More detail = available….
• % of content per:
• Goal
• Topic
• Format
Understandings will drive content development
After research, create strategy statements….
Econsultancy Training
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Strategy statements
• Per persona
• Global statement
Useful formula…
• This <audience>
• …want <type of content>
• …to help them achieve <audience goal>
• …and this helps us to achieve <business goal>
Econsultancy Training
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Inc.com’s strategy statement
“Inc.com is the place where entrepreneurs can find resources and inspiration to
help run and grow your business.”
Audience
Entrepreneurs
Type of content
Resources & inspiration
Business goal
Subscriptions, events, advertising…
Audience goal
Run & grow business
Econsultancy Training
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18Econsultancy Training
Content strategy, editorial planning & content calendars
• Create a Content Strategy
• Evaluate your organisation vs. strategy
• Generate content ideas
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Types of audit
• Inventory
• Best practice
• Strategy
• Governance
Econsultancy Training
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Scope of audit
Level of detail in evaluation = important!
• 100% coverage may not be possible...
• Sample audit: keep going until…
– Patterns emerge
– You = confident in findings
• Rolling audit: site-by-site, section-by-sectionhttp://contentstrategy.com/book.html
Econsultancy Training
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Inventory audit
Complete list of all content
• Automation = possible
• Google Analytics
• Your CMS (Content Management System)
Econsultancy Training
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Best practices audit
Expert audit vs. training your assessors
• Cost
• Consistency
Econsultancy Training
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Best practices audit
Training assessors:
• Criteria: clear & comprehensive
• Ratings: examples for each criteria
• Train: all your assessors
• Monitor: to ensure consistency
Run a test mini-audit!
Example issues…
• Search
• Copywriting
• Mobile
• Social
• Inter-connections
Econsultancy Training
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Strategy audit
Rate vs. strategy
Consider…
• Criteria
• Example ratings & training
• Monitoring
Econsultancy Training
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Do we have clearly defined…
Stage
Request:• BAU • Urgent
Brief
Review
Sign-off
Stakeholders (who does what?)
Forms(to be completed)
Process(when & how they do it)
Econsultancy Training
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Do we offer…
Issue
Copywriting
Tone of voice
Search
Social
Best practice guide TrainingTemplates Ongoing support
Econsultancy Training
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27Econsultancy Training
Content strategy, editorial planning & content calendars
• Create a Content Strategy
• Evaluate your organisation vs. strategy
• Generate content ideas
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Formats – What could you use?
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• Case studies/testimonials
• Reviews
• Analysis/comment
• Customer service/How-to guides
• Interview/Profile
• Quiz/puzzle
• Event-related
• Lists (rankings/Top 10s)
• Infographic
• Video
• Aggregated content
• Guest or user-generated
Econsultancy Training
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Tactics – how could you be…?
• Expert
• Practical
• Visual
• Interactive
• Sexy
• Entertaining
• Exclusive
• Topical
• Narrative
• Credible
• Personal
• Positive & emotional
Econsultancy Training
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30Econsultancy Training
Thanks for your time!
Any questions?
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Online Classroom
1. INSIGHT AND ADVICE FROM AN EXPERT PRACTIONER12 engaging video training sessions
2. CPD ACCREDITATION18 hours of CPD accreditation by the CPD Standards Office
3. ANYWHERE, ANY TIMEThe Online Classroom is mobile and table responsive
4. GET THE ANSWERS TO PRESSING QUESTIONSMonthly live Q&A sessions with the trainer (available on-demand for those who cannot attend the live sessions)
5. TEST AND BENCHMARK KNOWLEDGEEach module contains quizzes to help users measure their knowledge as they go
6. TRACK PROGRESSIONUsers can track their own progress while managers can review the development of their entire team
1 2 3
4 5
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Based on our most popular training course,
Fast Track Digital Marketing, Econsultancy’s
Online Classroom provides all the
advantages of face-to-face training with
the benefit of flexible learning. All
accessible through an Econsultancy
subscription.
An introduction to Econsultancy
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32Econsultancy Training
Continue your learning
Psychology for digital marketing - Use promo code MWL17 and save 10% off the public
training course
Online classroom
To find out more & view the full range of training options:
econsultancy.com/training
+44 (0)207 970 4167