content strategy webinar from skyword

The Leading Content Production Platform

© 2012 Skyword Inc, Confidential. All rights reserved.

Execute Your Content Strategy With A Dynamic Content Calendar

#SkyCal

February 13, 2013

www.skyword.com

http://www.skyword.com/

© 2012 Skyword Inc, Confidential. All rights reserved. www.skyword.com

Today’s Presenters

Tricia Travaline@travwin Vice President of Marketing, Skyword

Keith Kost

@kopake

Vice President of Product Management, Skyword

#SkyCal



Today’s Webinar

What is a content strategy Steps to creating a content strategy Executing a content strategy with a dynamic calendar Demonstration of Skyword Content Calendar Q & A



Who We Are…

Skywordis the leading content production platform

We make it easy to produce quality content at

scale that is optimized for search and social



Content

Content Feeds Your Channels

Facebook

Twitter

Google+

SEO

EARNED

Web Site

Mobile Site

Blog

Twitter Account

OWNED

Display Ads

SEM

Sponsorships

PAID



Why Content Strategy is Critical Today

To reach and engage your customers you need to be

publishers of great content



You Need a Great Content Strategy

Content strategy…the practice of planning content creation, delivery, and governance and a

repeatable system that defines the entire editorial content development process.

Source: Wikipedia: Kristina Halvorson, Richard Sheffield



Without it…

Content misaligned with business

objectives

Messaging not resonating with

audiences

Poor search and social performance Inefficiencies publishing content

Lack of content

strategy



6 Steps to a Great Content Strategy

PLAN

1. Business objectives

2. Audiences

3. Publishing and distribution

EXECUTE

4. Categories, themes, topics

5. Content creators and influencers

6. Process and technology



1. Define your business objectives

Business Priorities Marketing Objectives Editorial Board Measurement



2. Know your audience

Who are they?What are they

searching on?

What do they care

about?

Where are they

in the buyer’s journey?

LISTEN TO YOUR

CONSUMER

SEE YOUR

COMPETITION

CONVERSE

WITH YOUR COMMUNITY



3. Create a publishing and distribution plan

Searchable

Sharable

News/Evergreen

Repurposed

Frequency

Content Standards



4. Develop content categories and themes

Brands as

Media Houses

Microtargeting

and the media

Evolving

Agency

Economics

Expanding online

enrollment with

content



AdvocateInfluencerExpert

5. Recruit writers and influencers

#SkyCal



6. Establish process and technology

Recruit Research Create / Optimize Review Publish Promote Measure




From Recruiting Writers




All The Way To Measuring Performance




Executing Your Strategy With A Content Calendar



Next Steps

Contact us for a free demo– Email: [email protected]

Keep up to date on content marketing and news from Skyword!– Blog at http://www.skyword.com/blog/– The Content Standard http://www.contentstandard.com– Facebook at http://www.facebook.com/skyword– Twitter @skyword– LinkedIn Groups – Look for Skyword’s group


http://www.skyword.com/blog/

http://www.skyword.com/blog/

http://www.contentstandard.com/

http://www.facebook.com/skyword




content strategy webinar from skyword

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