Content Strategy, Information that Works
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Content is incredibly important to your business. It’s what attracts customers and retains their attention; it transforms leads into sales and ultimately ensures your success or failure as a business of influence. But are you managing your online content effectively? From tweeting and status updates to blogging and article posting, as well as the regular refresh of your static website copy, • Do you commit to producing the kind of content that engages prospects and customers? • Are you able to produce enough of it to satisfy the growing demands of your online distribution channels? • And do you know what return you are making on the investment of time, energy and finance that goes into your content creation and marketing? This presentation will show you how to make content your ally, in order to innovate your market, capture the imagination of your audience and impact positively on the performance of your brand.
![[object Object],[object Object],[object Object],[object Object],(Credit: smallbiztrends.com - Content marketing: use your voice) Content, In and Of Itself, is Old as Dirt](data:image/gif;base64,R0lGODlhAQABAIAAAAAAAP///yH5BAEAAAAALAAAAAABAAEAAAIBRAA7)
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Content Strategy, Information that Works
- 1. Content strategy information that works Presented by: Sarah Russell, 3ivision
- 4. (Credit: Blueglass.com – Content Marketing Explosion)
- 7. Re-condition your thinking From To Advertising Communication Broadcasting Publishing ‘ We’ Brand culture ‘ You’ Brand culture
- 10. (Credit: Blueglass.com – Content Marketing Explosion)
- 14. (Credit: Smart Insights – Inbound Marketing)
Notes de l'éditeur
- 3ivsion specializes in content marketing, strategy and brand communications. Content stratgey – as described by Kristina Halvorson of brain traffic: is the practice of planning for the creation, delivery, and governance of content online for maximum ROI Kick off by intro to content Content commitment – commitment to caring. Demands of distributing Content investment – ROI
- From the dawn of time, man has been using text or images to convey messages. But are you managing your online content effectively? From tweeting and status updates to blogging and article posting, as well as the regular refresh of your static website copy,
- Content is incredibly important to your business. It ’ s what attracts customers and retains their attention; it transforms leads into sales and in todays market it ultimately ensures your success or failure as a business of influence. Content such as blogs, social media, articles, case studies, videos, infographics, etc — are all just vehicles for you messages, where you can share your story & let peple see who you are, what you’re about and how you can help them. But before you can even start thinking about the type of content to create you need to do a number of things.
- Begin with the end in mind – what are you trying to achieve? What is the outcome at the end of the content marketing process? Connect the purpose of your business, the vision of your business to the content your creating.
- Get to know your customer, find out how to satisfy their needs. Become an editor – with editorial focus – do your research, listen & learn questions/ concerns they have around your product/ service. Then produce content that provide solutions to those issues. Know your offer, know the audience in your locality or biz sector and connect the dots so it achieves the purpose outlined in your goals in a way that's of most value to your customer.
- This goes back to first slide – what’s new – how we choose to use it/ distribute it and stories we tell. Building identity & relationships around the content.
- Every company is a media company now – in order to be visible you need to be regularly producing and sharing quality content. Previously done by broadcasting self-promoting messages of the brand now you need to create content that fosters communication between the brand and the audience, content that inspires dialogue and published materials that solve the problems of the you collective. 63% of blogs are more likely to influence purchasing decisions than magazines. 70% of consumers prefer getting to know a company through articles rather than ads. Content that is too product- or brand-focused is ill-equipped to travel digitally; it’s seldom shared or passed along,
- - Look at traditional sources of media for inspiration – newspapers/ trade magazines – they are very focused in their approach Content that stands on its own merits as entertainment, storytelling, educational value, or utility will be shared and passed along.
- http://www.blueglass.com/wordpress/wp-content/uploads/2012/02/content_marketing_explosion_ig.png Notice in person events still features in the top 6 – with the majority of interactions happening online, it’ still vitally improtant to cultivate those relationships offline – they will become your biggest fans online.
- dedicated content creators & champions within each sector of biz – who will commit to publishing/ distributing & managing the content every day or week! Time scales – think in 6 month windows, digital landscape transforms quickly – be adaptable and keep finger on pulse of activity. Content inventory/ content calendar Create a culture of content – throughout whole biz not just in marketing dept. The content your consumers want will be found from each dept – finance/ operations/ customer services etc etc
- Whatever you choose to do, you have to measure it. If you don’t, then how do you know that it’s working? Did your website traffic increase as a result of a specific marketing action? How many new visitors became blog subscribers and regulars to your site? And how many became new customers or made a repeat purchase?
- SEO is the art and science of ranking high in the search engines (mostly Google) for the words people are using to find what you have to offer.