fix your broken content strategy
TRANSCRIPT
ACH ACH
The webinar will start shortly
Did you know? Vocus makes it easy to distribute, amplify and measure your content.
The Vocus PR Suite is a one stop shop for all your PR needs, including
sending targeted press releases, promoting content on social and
measuring the results.
ACH ACH
The webinar will start shortly
Did you know?
You can also find e-books and white papers chock full of best
practices and current industry trends. Check it all out on our
website, www.vocus.com under Resources – White Papers!
ACH ACH
The webinar will
start shortly
Presentation slides can be downloaded from the “learn
more” tab in the webinar console
ACH ACH
The webinar will
start shortly
#VocusWebinar
ACH ACH
Cision
November 13, 2014
Your Content Strategy is Broken.
Here’s How to Fix It.
Cision
ACH ACH
Your content strategy is broken. Admit it.
TE CONNECTIVITY
ACH ACH
More noise than ever before
Cision
ACH ACH
And, you’re battling this…
Cision
ACH ACH
Marketers/PRs know it’s a challenge … yet
we fail to fully prepare.
• “My content marketing is not effective.”
• “Producing engaging content is my biggest content
marketing challenge.”
• “But, I don’t have a documented strategy.”
Cision
ACH ACH
How did we get here?
Cision
ACH ACH Cision
ACH ACH
Look familiar?
Cision
ACH ACH Cision
ACH ACH Cision
ACH ACH Cision
ACH ACH
What do we do now?
Cision
ACH ACH
1: Conduct a comprehensive content audit
Cision
ACH ACH
Review & Analyze:• Existing content across all social channels
• Data sources (Facebook Insights, Google Analytics,
etc.)
Cision
ACH ACH Cision
ACH ACH Cision
ACH ACH
Review & Analyze:• Anecdotal feedback from customers/fans
• Anecdotal feedback from employees/leadership
• 3-4 competitors/brands you admire
Cision
ACH ACH
Identify:o What content already exists that you’re not
already using?
o What content does your client/company want?
o What content do your actually customers want?
o Find a mix that works for your company/client
(and lean more toward the customer-focused
content)
Cision
ACH ACH
2: Identify resources
• In-house
• Agency
• Independent
• Robots?
Cision
ACH ACH
In-House: Pros
• Less ramp-up time
• Knows your brand better
• Quick access to internal SMEs
• Not always best resource
• Existing political barriers may provide roadblocks
In-House: Cons
Cision
ACH ACH
Agency: Pros
• Access to more “human resources”
• Get much-needed outside perspective
• All-in-one package
• More expensive
• Longer dating cycle
Agency: Cons
Cision
ACH ACH
Independent: Pros
• What you see is what you get
• Big fish, small pond
• Just one person means…just one person
Independent: Cons
Cision
ACH ACH
Robots?
• Wordsmith
• 2,000 simple articles per second
• Not as “robotic” as you might think
• Boon to personalized content (and reports)
Cision
ACH ACH
3: Create a content plan of attack
Cision
ACH ACH
First, ask yourself: What’s our mission?
Cision
ACH ACH
Long-form content -> Micro-content
Cision
ACH ACH
“Content Cornerstones”
Cision
ACH ACH
#1: Stay true to your brand voice, values and mission.
Cision
ACH ACH
#2: Create content your customers will find USEFUL (or entertaining).
Cision
ACH ACH Cision
ACH ACH
#3: Amplify your customers’ best content.
Cision
ACH ACH Cision
ACH ACH
#4: Focus
on content
that builds
pride.
Cision
ACH ACH
#5: Inspire your customers through
powerful images (and video)
Cision
ACH ACH
#6: Tell rich, meaningful stories about the
people who make up your company.
Cision
ACH ACH
#7: Be a
resource
(and
build
brand
affinity
and
trust)
Cision
ACH ACH
#8: Focus SIGNFICANT effort on headlines
Cision
ACH ACH
Identify your “sources”
• Organizational “connectors”
• Customers
• Vendors/Partners
• Front-line employees
• Customer service
• Executives
Cision
ACH ACH
Then, think about what about content YOU
can create?
• Round-up posts
• Q&A from the sales team
• How-to’s
• Interviews (trade shows, events, etc.)
• Book reviews
• Lists (with stats to back them up)
• Case studies
• Summarizing comments
Cision
ACH ACH
You know who’s really good at this?
Cision
ACH ACH
4: How are you going to distribute the
content?
Cision
ACH ACH
DISTRIBUTE
• Social
• Repurpose (LinkedIn publishing, Medium)
Cision
ACH ACH Cision
ACH ACH Cision
ACH ACH Cision
ACH ACH
Keep this in mind…
Cision
ACH ACH
You know who’s really good at this?
Cision
ACH ACH
5: Do you plan to amplify your content?
Cision
ACH ACH
AMPLIFY
• Social advertising
• Sponsored content
• Syndication
Cision
ACH ACH Cision
ACH ACH Cision
ACH ACH Cision
ACH ACH
You know who’s really good at this?
Cision
ACH ACH
6: And finally, how do you measure?
Cision
ACH ACH
MEASURE
• Google Analytics
• Social signals
• “Engaged time”/”Attention time”
• Visitor loyalty
• Don’t forget: Email metrics
Cision
ACH ACH
Question and Answer
Please enter your questions for the speaker in the
Q&A box of your audience console.
Alternatively you may tweet your questions using #VocusWebinar.
ACH ACH
The Vocus Family
About Vocus, A Cision Company
Cision is a leading provider of public relations software that enables professionals
to plan, execute and measure influencer-oriented campaigns in one integrated
platform. Communication professionals use Cision to access the world’s largest
pitchable media and blogger database, distribute press releases, manage
influencer outreach, measure social media activities, and analyze the effectiveness
of campaigns. Cision, which recently combined with
Vocus, also represents the Gorkana Group, Visible Technologies, PRWeb, Help a
Reporter Out (HARO) and iContact brands. Headquartered in Chicago, Cision has
over 100,000 customers and maintains offices in Canada, England, France,
Germany, Portugal, Sweden, Finland and China. For more information,
visit www.cision.com or follow @Cision on Twitter.
PR Suite Online News Releases Publicity Email Marketing
@Vocus @PRWeb @Helpareporter @iContact