creating a winning brand content strategy #sejsummit

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Use with

multip

le teams

•Writer•Editor•Entrepreneur•Speaker•Instructor



Content created without specific

goals is a waste of money, time and

resources.

Content strategy begins well before the first word is

written.

You need to think like a publisher.

CONTENT MARKETING ISNOT A NEW CONCEPT.



WHAT WILL YOUR CONTENT DO?

•Inform•Educate•Entertain•Convert


WHO IS YOUR CONTENT FOR?

•Readers•Existing customers•Potential customers•Other businesses


KNOW YOUR AUDIENCE!


WHO IS YOUR CONTENT FOR?

•People who:•like to read news about Europe•enjoy documentaries about nature•follow a gluten-free diet•are new to retirement planning


KNOWING YOUR AUDIENCE—AND WHERE TO FIND THEM—

ALLOWS YOU TO BUILD EFFECTIVE CONTENT MODELS.


BASIC CONTENT MODEL TO BRING TRAFFIC TO YOUR BLOG

Blog Post

Facebook Update

Tweet

Google Plus Update

LinkedIn Update

Post on External Site

Quote Image on Pinterest


BASIC CONTENT MODEL TO BRING TRAFFIC TO YOUR SERVICES

Services Page

Facebook Update

Tweet

Google Plus Update

LinkedIn Update

Guest Post on External Site

Blog Post


BASIC CONTENT MODEL TO BUILD YOUR FACEBOOK PAGE

Your Website Facebook Page

Tweet

Google Plus Update


•What kind of content do you

need?•What message does it need to

convey?

•How is content prioritized and

organized?•How is content formatted and

displayed?

•What processes and tools are

required?•What human resources are

required?

•How are key decisions about

content and content strategy made?•How are changes

initiated and communicated?

Graphic created by Kristina Halvorson and Melissa Rach


REEVALUATE WHO YOUR CONTENT MARKETING STAKEHOLDERS ARE.


THE RISE OF THE BRAND NEWSROOM

•Oreo•Coca-Cola

Two Brands finding success as publishers


THE RISE OF THE BRAND NEWSROOM

•During Super Bowl XLVII, Oreo had•brand representatives•marketing agency creatives•marketing agency strategists•and the brand legal team

•all in a “war room” together.


LUCK IS WHAT HAPPENS WHEN PREPARATION MEETS

OPPORTUNITY.

- SENECA


SINCE OREO EMBRACED CULTURE, THE BRAND’S

ANNUAL SALES GROWTH IS UP FROM THE LOW DOUBLE DIGITS TO MORE THAN 20%.

Source: http://www.fastcompany.com/3036086/oreo-tags-pop-culture


RISE OF THE BRAND NEWSROOM

Source: http://contently.com/strategist/2014/05/01/a-deep-look-inside-the-coca-cola-newsroom-if-this-wasnt-successful-we-would-pull-the-

plug/

• Director of Digital Communications and Social Media• Editor• Social Media Editor• Social Media Coordinator• Production Manager

• Archivist• Graphic Designers• Analysts• Video crew• Freelance Writers• Freelance Photographers

The Coca-Cola Journey Team is Comprised of:



•Coca-Cola Journey is referred to as a “digital magazine”•Launched in late 2012•In 2013, Journey published 1,200 articles and attracted 13.1 million visitors•Visits averaged 4:40 minutes per article


plug/



•In March 2014, Coca-Cola hosted an international brand publishing summit, JourneyOn•Coca-Cola Journey international editors attended for training and networking


plug/

“You need editors, not brand managers, who will push the envelope to make the thing go forward.

“So one easy way to do that is to set people up…and give them really significant metrics—not about pageviews, but about mattering.

“And give them the resources…to go do work that matters.” – Seth Godin

Source: http://contently.com/strategist/2015/02/06/you-need-editors-not-brand-managers-marketing-legend-seth-godin-on-the-future-of-branded-content/



Edits content for:WHAT DOES AN EDITOR DO?

• Spelling & Grammar• Syntax• Flow• Factual Accuracy• Style, Voice, & Tone• Copyright Adherence• Quality of Writing• Quality of Sources• Credibility of Sources• Timeliness/Evergreen• Editorialization

VocabularyLengthGoalsPlagiarismReading Level


Edits content for:WHAT DOES AN EDITOR DO?

• Keyword Use• Google Updates• HTML Formatting• Meta Tags• Links

• Functionality• How they open• Where they lead

Anchor TextDuplicate ContentPublication LocationPublication AudienceSource CredibilityCurrent Trends/EventsCalls to ActionPsychological Factors


Manages:WHAT DOES AN EDITOR DO?

• Brand Voice• Marketing Goals• Market Targeting• Market Reach• Audience Response• Continuity• Consistency

Brand History Competitor Activity Social Activity Social Response Legal Concerns Brand Partnerships User Generated Content


STOP TREATING CONTENT MARKETING AS AN

AFTERTHOUGHT, AND GIVE IT THE TIME, ATTENTION

AND YES, BUDGET, COMMENSURATE WITH THE

RESULTS YOU WANT TO ACHIEVE.


Content created without specific

goals is a waste of money, time and

resources.

Content strategy begins well before the first word is

written.

You need to think like a publisher.


MichelleDLowery

linkedin.com/in/michellelowery

plus.google.com/+MichelleLowery/

creating a winning brand content strategy #sejsummit

Marketing

content strategy

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effective content models

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