content strategy: part one - developing a content marketing plan
TRANSCRIPT
Developing a Content Strategy
The challenge and the process
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.
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
Do Less, Not More
Less content is easier to manage Less content is more user friendly Less content cost less to create
Content is everywhere
Figure out what you have Quantitative inventory Qualitative assessment
Listen to your customers, employees and competitors
Content Team
Manager Editor Social media specialist Graphic designer Web developer Analyst Writer SEO specialist
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
But who owns the content?
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
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
Without a plan there is chaos
Pieces of a content plan Site map Content schedule Distribution strategy
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
Balancing stakeholders
Business Marketing / Sales Advertising User Experience Information Technology
What is Content Strategy
Defines business goals Guides decisions Sets benchmarks Addresses people and process issues
Putting the pieces together
Substance
Topics – Brand messages, key selling points Types - Blog, infographic, video, photograph, podcast … Sources – Where will content come from
Structure
Priority SEO and meta data Linking strategies Distribution
Governance
Review process Compliance – particularly in regulated industries Social media policy
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
Popular content tools
Storage / File Sharing
Dropbox – Most popular today Google Drive – Close second Box
Website CMS
Wordpress – most popular Drupal SharePoint Ektron
Email Marketing
Mail Chimp most popular price and simplicity Constant Contact more robust product Emma Delivera is an Indy based company
Project Management
Basecamp – most popular, well established Trello Workamajig Poidio Slack – new product gaining ground as social tool as well Teamwork Projects Asana Insightly
Social Media Management
Hootsuite – Most widely used Spredfast Sprinklr Adobe Social Sprout Social Tweet Deck Buffer
Web Analytics
Google Analytics Wordpress Stats Adobe Analytics
Automation
HubSpot Marketo Eloqua Infusionsoft Pardot Right On Interactive Constant Contact
Social Listening
Sysomos Infegy Crimson Hexagon NetBase
Marketing Cloud
Salesforce Adobe Cloud Oracle