content strategy
Post on 21-Oct-2014
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Content Strategy
content strategy
13.4 millions“the practice of planning for the creation, delivery and governance of useful and usable content.”
-Kristina Halvorson, Brain Traffic
What is content strategy?
13.4 millionsIMPORTANT?why is it
YOUR MESSAGE
13.4 millions
Users
- Up to date & accurate information for users (less drop out)
USEREXPERIENCE
THOUGHT LEADERSHIP
59.5% find allocating the time to manage content a big content challenge**PR Newswire Marketing Content Survey February 2011
ORGANISATION
13.4 millions
Why are we thinking about it?
13.4 millions
What does it involve?
Content Audit*
Research
Content PlanContent Creation & Delivery
Maintenance and Monitoring
CONTENT STRATEGY
ebooks &WHITE PAPERS
*offline content
digital magazines
Press ReleasesCASE STUDIES
social media content
videosBLOGGING
ebooks WHITE PAPERS
website copy User Generated
Content offsite CONTENT
A Case Study: Dive Rite
A Case Study: Dive Rite
From the CONTENT MARKETING INSTITUTE http://www.contentmarketinginstitute.com/2011/04/diving-into-content-marketing/
Helpful and informative content “written” by industry expert with a personal tone of voice
User-generated content (e.g., photo contest, Solution Finder questions)
Dive Rite TV (Gear How-to’s, Training and Tips, Adventure)
65% uplift in traffic from SEO
Referred users are 3 x more likely to convert
Strong leadership positioning amongst the competition allowed Dive Rite to weather economic downturn
CONTENT STRATEGY RESULTS
A Case Study: an eBay use case
From Confab content strategy conference, May 2011: An eBay use casehttp://www.slideshare.net/nikkitiedtke/ebay-use-case-implementing-a-content-strategy-within-virtual-diverse-teams
Define editorial roles & process for 11 teams in 5 countries
Standardise editorial guidelines & quality standards for content
Defined ongoing management process for content to ensure consistency across brand
CONTENT STRATEGY
From chaos… to content strategy
How can we help?
Questions? Get in touch!
Dan Richardson | Business Development Directorp 61 2 8248 5007 f 61 2 8580 5052 m 61 432 274 411email [email protected]
Wai Chim | Head of Contentp 61 2 8248 5061 f 61 2 8580 5052 email [email protected]
Level 12, 60 Miller Street North Sydney, NSW 2060Australiaweb switchedonmedia.com.au