content strategy: part one - developing a content marketing plan

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Developing a Content Strategy The challenge and the process

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Page 1: Content Strategy: Part one - Developing a Content Marketing Plan

Developing a Content Strategy

The challenge and the process

Page 2: Content Strategy: Part one - Developing a Content Marketing Plan

What is content marketing

Content marketing : A strategic marketing approach Focused on creating and distributing valuable, relevant, and consistent content Designed to attract and retain a clearly-defined audience Ultimately, to drive profitable customer action.

Page 3: Content Strategy: Part one - Developing a Content Marketing Plan

Why focus on content?

3

57%

of purchase decisions made before a customer talks to a supplier

CEB Inc., 2015

85%

By 2020, customers will manage

of their relationship with an enterprise without interacting with a human.

Gartner, 2015

Page 4: Content Strategy: Part one - Developing a Content Marketing Plan

Do Less, Not More

Less content is easier to manage Less content is more user friendly Less content cost less to create

Page 5: Content Strategy: Part one - Developing a Content Marketing Plan

Content is everywhere

Figure out what you have Quantitative inventory Qualitative assessment

Listen to your customers, employees and competitors

Page 6: Content Strategy: Part one - Developing a Content Marketing Plan

Content Team

Manager Editor Social media specialist Graphic designer Web developer Analyst Writer SEO specialist

Page 7: Content Strategy: Part one - Developing a Content Marketing Plan

Most content managers are a Jack of All Trades

One Two Three Four Five Six Seven Eight Nine

17%

10%12%

10%

13%

9%

13%

9%7%

How many different roles do you fill on the content team?

2016 Rundown Study

Page 8: Content Strategy: Part one - Developing a Content Marketing Plan

But who owns the content?

Page 9: Content Strategy: Part one - Developing a Content Marketing Plan

Content Team Structure

Content Team

Part of Other Deparment

In-House Agency

Outsourced

Newsroom - Cross Funcitonal Team

Channel Team

36%

21%

20%

12%

8%

4%

How is the content team organized

2016 Rundown Study

Page 10: Content Strategy: Part one - Developing a Content Marketing Plan

All Content is not Equal

Syndicated content typically lower quality with little SEO value High volume of content hard to keep updated and organized User generated content can be inconsistent Outsourced writers - good ones are expensive, cheap ones are bad

Page 11: Content Strategy: Part one - Developing a Content Marketing Plan

Without a plan there is chaos

Pieces of a content plan Site map Content schedule Distribution strategy

Page 12: Content Strategy: Part one - Developing a Content Marketing Plan

It is harder than it looks

Plan the elements – How will we do this? Inventory Page templates Source material SEO guidelines Software

The content plan is not the strategy

Page 13: Content Strategy: Part one - Developing a Content Marketing Plan

Balancing stakeholders

Business Marketing / Sales Advertising User Experience Information Technology

Page 14: Content Strategy: Part one - Developing a Content Marketing Plan

What is Content Strategy

Defines business goals Guides decisions Sets benchmarks Addresses people and process issues

Page 15: Content Strategy: Part one - Developing a Content Marketing Plan

Putting the pieces together

Page 16: Content Strategy: Part one - Developing a Content Marketing Plan

Substance

Topics – Brand messages, key selling points Types - Blog, infographic, video, photograph, podcast … Sources – Where will content come from

Page 17: Content Strategy: Part one - Developing a Content Marketing Plan

Structure

Priority SEO and meta data Linking strategies Distribution

Page 18: Content Strategy: Part one - Developing a Content Marketing Plan

Governance

Review process Compliance – particularly in regulated industries Social media policy

Page 19: Content Strategy: Part one - Developing a Content Marketing Plan

Workflow

Publishing tools File sharing / storage Website CMS Email Marketing Project management platform Social media management tool Web analytics tool Automation Social listening Marketing cloud

Page 20: Content Strategy: Part one - Developing a Content Marketing Plan

Popular content tools

Page 21: Content Strategy: Part one - Developing a Content Marketing Plan

Storage / File Sharing

Dropbox – Most popular today Google Drive – Close second Box

Page 22: Content Strategy: Part one - Developing a Content Marketing Plan

Website CMS

Wordpress – most popular Drupal SharePoint Ektron

Page 23: Content Strategy: Part one - Developing a Content Marketing Plan

Email Marketing

Mail Chimp most popular price and simplicity Constant Contact more robust product Emma Delivera is an Indy based company

Page 24: Content Strategy: Part one - Developing a Content Marketing Plan

Project Management

Basecamp – most popular, well established Trello Workamajig Poidio Slack – new product gaining ground as social tool as well Teamwork Projects Asana Insightly

Page 25: Content Strategy: Part one - Developing a Content Marketing Plan

Social Media Management

Hootsuite – Most widely used Spredfast Sprinklr Adobe Social Sprout Social Tweet Deck Buffer

Page 26: Content Strategy: Part one - Developing a Content Marketing Plan

Web Analytics

Google Analytics Wordpress Stats Adobe Analytics

Page 27: Content Strategy: Part one - Developing a Content Marketing Plan

Automation

HubSpot Marketo Eloqua Infusionsoft Pardot Right On Interactive Constant Contact

Page 28: Content Strategy: Part one - Developing a Content Marketing Plan

Social Listening

Sysomos Infegy Crimson Hexagon NetBase

Page 29: Content Strategy: Part one - Developing a Content Marketing Plan

Marketing Cloud

Salesforce Adobe Cloud Oracle