Rooster discuss the importance of content strategy, working with editorial calendars, and how to manage a content marketing cycle. What does good content do? Inbound marketing - qualified visitors & leads Answer questions - people ask Google questions every day Build trust - people like transparency! Drive awareness - tell your story You don't know how / when / where people are interacting with your business or brand Everyone is different - make it easy Produce content with purpose Educate, persuade or entertain - you can't do it all. Be specific - write for your audience Easy start: bread & butter content - FAQ's, service pages, blogs - evergreen! Equip your team, empower your staff and delegate responsibly Planning * Research audience, competition and topic(s) * Prepare & shortlist ideas * Test / feedback ideas * Be creative, don't confuse! Development (tom) * Begin to create your content * Identify and manage assets * Outsource or delegate if you can * Edit, refine and review * Tip: don't try and tick too many boxes - focus on the audience Optimisation (nick) * Know how will your content will be delivered * Split test (A/B) or feedback titles * Tip: draft five variations of a content title, and always get a second opinion * Tip: keep social titles short & sweet, choose your image well Distribute * Not finished yet! * Placement - where will it live? * Syndication - how will people find it? * Re-purpose for multiple formats * Build your approved content into an automated system Measure * Link trackers - completely free * Analyse performance - has it met it's objective? * Give days / weeks / months if needed * Learn, refine and tweak * Tip: Content for search (SEO) takes time, so move onto the next piece before judging performance * more qualified traffic = better opportunity to convert more leads * Set micro-conversion goals Trello Project Management * Demo link: http://bit.ly/1uXOcNj