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Global Marketing Content Strategy 2019

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Further information about the Wall Street English Marketing Content Strategy. If you have questions, please email: joe.speck@wallstreetenglish.com

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Global Marketing Content Strategy 2019

  1. 1. Global Marketing Content Strategy
  2. 2. Who is this document for? This document is aimed at a wide audience including: ● Wall Street English International ○ Senior Management Team, Marketing, Operations, Product, Technology ● Wall Street English Global Franchise Network ○ General Managers ○ Marketing Teams ○ Local Marketing Agencies
  3. 3. Why do we need a Global Marketing Content Strategy? 1. WSE International content is not being used as well as it could by territories 2. Duplicate content is created by WSE territories & not shared. Content creation & localisation is not easy or efficient 3. Content is not reused, repurposed or shared across different channels and territories
  4. 4. Changing our approach to content marketing FROM ● Subjective criteria ● Unbalanced content mix (branded versus transactional) ● Incorrect channel format TO ● Data & insight driven content creation ● Content focused on funnel stage ● High quality content created & shared ● Ongoing content optimisation Outcomes ● More organic traffic ● Improved conversion rates to lead in channel (e.g. social) and on site ● Improved lead funnel metrics (qualification and nurturing
  5. 5. Core Strategy Using marketing content to generate business success
  6. 6. Strategy Outline: Target, Channel & Format Define the target customer Using Global analytics, insights, reports, Morar research, SEO research, Google Trends, social media data etc. Identify the best channels Most popular sites and social media channels; adapting content based on common channel usage e.g. mobile Select a suitable format Repurposing and repackaging content to be easier for territories to use & more user friendly, especially for social & mobile. Share the right content in the right place at the right time to the right people
  7. 7. Common Business Problems... Skills development, time & resources04 ● Territory marketing teams need support creating premium educational or branded marketing content Non-premium content 03 ● Mixed content quality doesn’t properly demonstrate the top quality and excellent value WSE experience Low conversion rates 02 ● Several stages in the funnel where prospects drop out due to not being nurtured correctly Not enough leads 01 ● Territories either struggling to create enough leads or not creating leads of the right type
  8. 8. Core Strategy: What are the Marketing Content Goals? The main aims of the WSE content marketing strategy are to: ● Generate more leads ● Improve conversion rates ● Enhance the WSE brand ● Save resources in the WSE network
  9. 9. Core Strategy - Optimising the Marketing Funnel Content to show how English can solve your problems Branded Content Educational and Informal Learning Content User Generated Content Content to prove why blended learning is the best way to learn English Content to demonstrate how WSE is the best way to learn English Content to motivate and celebrate learning whilst making it easy and fun Content promoting the success stories of the WSE network to convince others Global & Local Channels
  10. 10. Career opportunities, travel, fun & education prompt learning...
  11. 11. Core Strategy: Video, Social & Mobile First! ● Video is king! ○ 75 Million people in the U.S. watch online videos everyday ○ Mentioning the word 'video' in an email subject line increased the click-through rate by 13% ○ By 2019, internet video traffic will account for 80% of all consumer Internet traffic ● Mobile is just as important! ○ Nearly 50% of all video is watched on a mobile device ○ In 2014, The Independent reported that there were more mobile devices than people in the world (7.22 billion mobile devices)
  12. 12. Core Strategy: Customer Segmentation Research & Personas ● Prospects want learning to be: ○ Easy ○ Fun ○ Motivating ● Support materials should feature: ○ WSE qualified teachers & support team ○ How learning through a TV series is fun ○ High-quality Core Course videos
  13. 13. Targeted Content for Key Audiences • Prospective Franchisees • Prospective Teachers • Prospective Learners
  14. 14. Personas - Identifying the Right People work & travel; specific ESP topics; idioms; qualified/native teachers Advanced ● The Career Learner ● The College/University Student ● The Travelling Learner career & job topics; professional benefits; motivation; flexibility ● The Career Learner ● The College/University Student Intermediates fun & travel topics; value of learning; progress; WSE brand & method Beginners ● The Travelling Learner ● The Late Learner
  15. 15. Inbound Personas - More Targeted Content Career Learner College/University Student Social/Late Learner Travelling Learner Corporate Buyer / Parents
  16. 16. Core Marketing Content Strategy Generate more leads Improve conversion rates Enhance the WSE brand Save WSE network resources
  17. 17. Content: Structure & Substance
  18. 18. Content Substance: Analysing the Competition WSE Content ● Regularly review content created by WSE International & the WSE network ○ Content audit & review ○ Content type review ○ Content channel review Competitor Review ● Comparing the competition to assess popular content e.g. data from SEMRush; IngleseDinamico in Italy; most popular blogs etc. ● Regular Content Reviews inc: ○ Brick & Mortar brands e.g. British Council, Education First (EF), Berlitz ○ Online/Digital brands e.g. Open English, Babbel, Rosetta Stone ○ Non-Traditional learning e.g. Duolingo, YouTube ● Brand Awareness Competitor Reviews
  19. 19. Content Substance: Content Creation Based on Data... 1. SEO research based on key user goals creates the prioritisation of content along with the most important topics to focus on. 1. Content is created to be omni-channel with the ability to easily repurpose, repackage and reuse in the right place, at the right time. 1. Content publication happens over numerous channels and KPIs are tracked and measured. This feeds into content optimisation & further creation of the best performing content. User Goals & SEO
  20. 20. Content Substance: User Goal (SEO) Research ● Large number of searches: ○ English tests (IELTS, TOEFL, TOEIC) ● Other important searches included: ○ English grammar ○ English lessons ○ English phrases ○ English practice. ● Feeding into: ○ User Goal optimised web pages; ○ blog posts; or ○ Activity Builder interactive activities ○ eBook content & downloadable guides ● Video and mobile should also be a key consideration when creating this SEO friendly content. ● Continued analysis of SEO keywords & user goals using HubSpot.
  21. 21. The WSE Content Ecosystem ● Content shared & repurposed for different channels including: ○ Social Media Channels ○ WSE International Website Blog ○ WSE International Website Pages ○ Territory Websites & Social Channels ● Content Formats will also vary including: ○ Activity Builder ○ In-Center/Physical Content ● All content will be shared via the WSE Knowledge Hub WSE International Corporate Website & Blog Territory Websites & Social Channels WSE Global Social Media Knowledge Hub WSE MKT App
  22. 22. WSE Brand House
  23. 23. Linking the ecosystem & brand with the right messaging...
  24. 24. Making content easier to use... • Easy to use Content Packs • Schedules, Guides & Tips, Step by Steps, Templates via Knowledge Hub • Optimised Content Assets • long form video; • transcript; • social short video; • branded images • Guidance/Best Practice in Knowledge Hub • Previously • Content has been difficult to use • Not localised, not simple, not focused for social/different channels
  25. 25. Content Workstreams
  26. 26. Content Workstreams CONTENT WORKSTREAMS CORE CONTENT BRAND CONTENT LEARNING & EDUCATIONAL WSE LIFE & EXPERIENCE CORPORATE
  27. 27. CORE CONTENT Sample Content Project Channel Format Metric ACTION Core Course Videos WSE Websites; Instagram; YouTube Short 1-3 minute video clips ● Views ● Engagement ● Click Rate 1. Summarise & document Core Course content 2. Create more POC content 3. Set out content guidelines 4. Source video agency support Core Course GIFs Facebook; Instagram; GIPHY Short videos & animated GIFs ● Reach ● Engagement ● Click Rate 1. Summarise & document Core Course content 2. Create more POC content 3. Set out content guidelines 4. Source creative support Core Course Images WSE Websites; Instagram Static images (some with text) ● Reach ● Engagement ● Click Rate 1. Summarise & document Core Course content 2. Create more POC content 3. Set out content guidelines 4. Source creative support WSE Method & Product Videos WSE Websites; Facebook; YouTube Short 1-3 minute video clips ● Views ● Engagement ● Click Rate 1. Create scope & sequence for social media 2. Create & test POC content on social 3. Publish adaptation guide on KH
  28. 28. BRAND CONTENT Sample Content Project Channel Format Metric ACTION Hero Videos WSE Websites; Instagram; YouTube Short 1-3 minute video clips ● Views ● Engagement ● Click Rate 1. Create scope & sequence for social media 2. Create & test POC content on social 3. Publish adaptation guide on KH Say Yes Comms Platform WSE Websites; Instagram; YouTube Short 1-3 minute video clips ● Reach ● Engagement ● Click Rate 1. Make content available on KH 2. Capture territory best practice 3. Link content creation with other workstreams Brand House WSE Websites; Instagram; YouTube Short 1-3 minute video clips ● Views ● Engagement ● Click Rate 1. Create scope & sequence for social media 2. Create & test POC content on social 3. Publish adaptation guide on KH
  29. 29. LEARNING & EDUCATIONAL Sample Content Project Channel Format Metric ACTION How to… English Videos WSE Websites; Blog Posts; YouTube Short 1-3 minute video clips ● Views ● Engagement ● Click Rate 1. Define scope & sequence based on SEO research 2. Create & test POC content 3. Measure & optimise 4. Scale content creation & make available on KH. English Learning Tips & Study Habits WSE Websites; Blog Posts; Activity Builder Longer form web page articles Short blog posts Interactive Activity Builder quizzes ● Page Views ● Engagement ● Subscriptions ● Activity Builder Leads 1. Define scope & sequence based on SEO research 2. Create & test POC content 3. Measure & optimise 4. Scale content creation & make available on KH. eBooks, Research, White Papers WSE Websites; Landing Pages Longer form eBooks with multiple articles, quizzes & learning content ● Page Views ● Downloads (Leads) 1. Define scope & sequence based on SEO research 2. Adapt blog content for POC 3. Measure & optimise 4. Scale content creation & make available on KH. English Tests WSE Websites; Activity Builder Interactive Activity Builder tests ● Page Views ● Activity Builder Leads 1. Develop POC content 2. Publish & make available to territories 3. Measure usage 4. Optimise & develop more tests
  30. 30. WSE LIFE & EXPERIENCE Sample Content Project Channel Format Metric ACTION Testimonial Videos WSE Websites; YouTube Short 1-3 minute video clips ● Views ● Engagement ● Click Rate 1. Create scope & sequence for social media 2. Create & test POC content on social 3. Publish creation & adaptation guide on KH WSE Life: Social Clubs WSE Websites; Facebook (inc. Live); YouTube Short 1-3 minute video clips 15 sec promo clips (social) ● Views ● Engagement ● Click Rate 1. Define scope & sequence based on research 2. Create & test POC content 3. Measure & optimise 4. Scale content creation & make available on KH. WSE Life: Center Tour WSE Websites; YouTube Short 1-3 minute video clips ● Views ● Engagement ● Click Rate 1. Define scope & sequence based on research 2. Create & test POC content 3. Measure & optimise 4. Scale content creation & make available on KH. WSE People & Ways to Learn WSE Websites; YouTube; Facebook; Instagram Short 1 minute video clips; Images ● Views ● Engagement ● Click Rate 1. Define scope & sequence based on research 2. Create & test POC content 3. Measure & optimise 4. Scale content creation & make available on KH.
  31. 31. CORPORATE Sample Content Project Channel Format Metric ACTION Teacher Pages & Blogs Website Blog, LinkedIn & Twitter Written Articles ● Page Views ● Engagement ● Subscriptions ● Teacher Applications 1. Define schedule based on SEO research 2. Author content 3. Source content from network 4. Make available on KH. Franchising Pages & Blogs External Websites; WSE Websites Blog, LinkedIn & Twitter Written Articles, White papers, Videos ● Page Views ● Engagement ● Subscriptions ● Franchisee Leads 1. Define schedule based on SEO research 2. Author content 3. Source content from agencies/PR 4. Make available on KH. Business/Corporate English External Websites; WSE Websites Blog & LinkedIn Written Articles & Web Pages ● Page Views ● Engagement ● Subscriptions ● Leads 1. Define content based on SEO research 2. Author content 3. Source content from agencies/WSE network 4. Make available on KH.
  32. 32. Content Channels The right content in the right place...
  33. 33. WSE International Social Media Strategy Support ● Facebook - premium images, videos, messages ● Instagram - WSE life, images, video, stories ● Twitter - business, news, languages, TV series ● YouTube / Youku - TV series, video ● Messenger Apps (WeChat, WhatsApp, Facebook Messenger, Line, Kakao Talk, Viber, VK)
  34. 34. WSE International Corporate Website (WSE.com) ● Global content in easy-to-use templates ● High quality, best practice web pages ● Search enhancements & increased traffic
  35. 35. WSE Owned Channels - WSE International Blog (WSE.com) ● Prospective Learners ● Prospective Teachers ● Prospective Franchisees
  36. 36. WSE Territory Social Media ● Main Social Media Channels: ○ Facebook ○ Twitter ○ Instagram ○ YouTube ● Territory specific social & messenger channels: ○ WeChat, Weibo (China) ○ Line (Thailand) ○ Naver/Kakao (Korea) ○ VK (Russia)
  37. 37. Wall Street English Territory Websites
  38. 38. Content Formats The right content in the right format...
  39. 39. Making the most of the WSE brand...
  40. 40. Expanding the WSE Video Content Library... ● Videos based on the inbound methodology ○ Awareness - brand focused ○ Consideration - best way to learn ○ Decision - WSE center life ○ Delight - WSE students & staff ● Corporate channels inc. WSE International YouTube strategy ● Thought Leadership Content ● ‘WSE Life’ workstream - with Brand Ambassadors & Influencers
  41. 41. WSE Content Type & Format Guidance on Knowledge Hub ● Social Posts: video, image, text content, sizes etc. ● Videos ○ Brand videos (2-3 mins) ○ Social videos (15-30 secs) ○ In-Center videos: Center Life; WSE Teachers; WSE Students; WSE Events; branding, logos etc. ○ Educational videos: how to…; English language tips ● Web pages (1000 words with images/videos) ● Long-Form articles (1000 words) ● Blog posts (500-750 words inc. relevant Activity Builder activity and/or video) ● Activity Builder activities: fun quizzes; informal tests; Course Finder etc. ● eBooks: large eBooks; short guides ● Campaign packs: Landing Pages, Thank You Pages, Email Templates, Ads (format, image guides) ● User Generated Content Images/Videos/Quotes - image release disclaimer, photo quality, video tips. ● Events - in-center & external, EventBrite, Facebook etc.
  42. 42. Best Practice Demonstrations with WSE.com Webpages... • SEO optimised pages with Activity Builder activities • HubSpot forms leading to workflows & lead nurturing
  43. 43. WSE.com Blog Schedule Blog schedule Easy to use templates Tracking & analytics
  44. 44. Activity Builder: A tool for lead generation & qualification... ● Fun quizzes & educational activities ● Content is easier for territories to use with high-quality activity templates available for localisation. ● Success Metrics ○ average monthly page views ○ conversion rate from visit to lead ● Stage 1: Activities shared with territories in Q1 2018 ● Stage 2: focused on encouraging use of the activities ● Stage 3: more content based on analysis of current content. ● Informal English level tests ● English Course Finder
  45. 45. WSE Interactive Activity Type Expansion ● Informal English Tests ○ Beginners ○ Intermediate ○ Advanced ○ Business ● Test Prep Activities ○ IELTS ○ TOEFL ○ Academic English ○ BULATS ● Specific ESP Tests ○ Legal English ○ Medical English
  46. 46. Activity Builder: 2018 Results 2 million+ Unique Views 156k Leads Generated
  47. 47. Activity Builder: Ready Made Content • 61 Activity Templates available • Course Finder; • General English Tests; • Persona-Based Tests (IELTS, TOEFL, BULATS); • Blog Activities; [& other activities] Try it out now • Blog Quiz wallstreetenglish.com/blog/the-present-perfect-continuous/ • English Test wallstreetenglish.com/our-english-courses/english-test/ • Course Finder wallstreetenglish.com/our-english-courses/english-course-finder/
  48. 48. Activity Builder’s Role in the Marketing Funnel Objective: To use Activity Builder to link SEO best practice and the inbound methodology with HubSpot Full info in KH: hub.wallstreetenglish.com/resources/activity-builder/
  49. 49. Other WSE Content Assets for Lead Generation... ● eBooks & Campaign/Workflow Kits ○ Based on key personas & user goals ○ WSE.com Blog posts compiled into eBook packages (enough to encourage prospects to share their personal details to access) ○ Include practice activities and quizzes (same content as AB) but with QR code links to AB pages on WSE.com ○ Email templates, image assets, sample forms & banners etc. ● Content Creation: Content team creates outline & structure; content author writes any new content; designer adds images; content Team approves & makes available in KH ● METRICS: ○ downloads from KH; ○ conversion rate from visits to download (lead)
  50. 50. Content & Assets Channel Asset Format Website Full Report PDF with HubSpot form to download Knowledge Hub Key Messages Useful headline stats & copy examples Website Header Image jpeg Website Landing page / Webpage 500 words Website Email Assets & Copy Header image, inline images, copy Website Images / Videos / Illustrations Infographics from the report Activity Builder Interactive Activity (6-10 questions) Blog post Copy 500-750 words, Draft Blog Post for promotion on websites Social Media Covers Image/Video Social Media Videos 15-30 secs Square, Landscape or Vertical Social Media posts (2-3) Image/Video Sample Social Media posts for promoting report Press Release Draft Press Releases for key audiences: prospective learners; prospective franchisees/sub-franchisees; prospective teachers/ELT industry Knowledge Hub Lines to Take / FAQs Internal briefing notes Knowledge Hub Knowledge Hub Resources Page explaining the research with HubSpot form to download report (for tracking purposes) Content suitable for Global and Local Channels • Full campaign kits that can be easily used for local marketing • Focus on main KPIs: • Reach • Conversion Rate to Lead Marketing Content Packs
  51. 51. Content Topics
  52. 52. Motivating learners & sharing the Center life...
  53. 53. People: Governance & Workflow
  54. 54. Global Content Planning Cycle SEO Keyword Research Data Analytics Research & Surveys Reports Research & Insights Content Updating Content Audit Content Reviews Content Optimisation Websites & Digital Social Media Mobile Physical Assets Comms Channel Deployment Quarterly & Monthly Reports Google Analytics HubSpot Measurement Content Strategy, Planning & Creation UX, Design, Build, QA Content Curation Content Development
  55. 55. How is Content Created? 1. Content Trigger: SEO Research, Keyword Analysis & Analytics Data, Market Research & Customer Insights (External, Global & Territory) ○ Eirin, Trevor, Natalija 2. Content & Comms Planning ○ Natalija 3. Content Strategy, Authoring & Creation ○ Joe (& Freelancers) 4. Content UX, Design, Branding & Development ○ Chennai, Natalija & Joe 5. Content Distribution - Knowledge Hub ○ Natalija & Joe (inc. Marketing Implementation) 6. Channel Deployment (Global & Territory) ○ Eirin & Roberto - Digital & Websites ○ Caridad - Social ○ Angela - Mobile 7. Measurement & Analysis ○ All inc. Trevor & Sebastian 8. Content Optimisation ○ All
  56. 56. Developing global & local content creation... User Generated Content Content created by WSE Staff & Students in Centers or prospects on social channels or the mobile app. 3 WSE Territory Created Localised Content Locally relevant content that is also available in English for reusing in other territories 2 WSE International Created Content Globally relevant, high-quality branded content and didactic/educational content 1
  57. 57. Who are the content creators? ● External Agencies - Someone in London; Video agency (TBC), Local agencies ● WSE International - Content Team; Graphic Designer, Content Author ● WSE Territories - Marketing Teams ● User created content - Marketing Mobile App; Social Media Channels ● Brand ambassadors & Influencers - Instagram; LinkedIn etc. Content can be sourced/curated from the WSE network & 3rd Parties External Content ● e.g. Market Leader & ForToday - Financial Times articles Potential 3rd Party Content Sources ● TED.com Videos ● Associated Press News Articles & Videos ● Wikipedia Articles ● Pinterest Images ● BuzzFeed Articles
  58. 58. How is content created, reviewed & approved?
  59. 59. One stop shop for: • 390+ published resources • Brand content assets inc. videos, blog posts, images • Best practice tips & guides inc. SOP, SEO & inbound marketing • Case Studies from the network inc. ‘Say Yes’ Comms Platform • 600+ Registered Users • 102,000 page views & 12,255 file downloads in 2018 Knowledge Hub - Content Distribution Portal hub.wallstreetenglish.com
  60. 60. Communications: Getting the message out...
  61. 61. WSE Marketing Content Plan Implementing the Marketing Content Plan
  62. 62. Content Priorities • Focus on developing simple, but effective content marketing plans with territories • Make easier to use content for territories: designed for different channels; easily editable templates for localization • Create new targeted content for specific personas and user goals
  63. 63. ● Maintenance of a comprehensive content audit of WSE International Content (including Knowledge Hub content) ● Ongoing audit & review of WSE Territory channels & content creation ○ Based on the best performing content e.g. webpages, blog posts & content offers Auditing & Reviewing Content
  64. 64. KPIs & Measurements ● Organic Traffic to Blog Pages on WSE.com ● Leads Generated from marketing content Lag Indicator ● Conversion rate to contract of those leads Measure Ease of Use Efficiency: Timing, Resources, Costs Satisfaction ● Survey of territories Effectiveness of the posts - do you get traffic SEMRush to compare most popular posts for traffic Activity Builder activities that generate the most leads Objectives • Content marketing plans • % of territories with a content plan • Average # leads generated by WSE International marketing content • Easier to use content • # of downloads of content on KH • User satisfaction survey • New targeted content • Content creation as planned Marketing Content Goals
  65. 65. CATEGORY AUDIENCE TOPIC PLATFORM CONTENT AMOUNT CORE CONTENT - Students & Alumni - Prospects - All Personas - Related to the WSE TV Series - Persona related content - Fun & engaging videos - WSE Method - Social Media - YouTube - Blogs - Websites 25% BRAND CONTENT - Students & Alumni - Prospects - All Personas - Brand benefits & USPs - Say Yes campaign - Brand history - Campaigns - Social Media - Blogs - YouTube 20% LEARNING & EDUCATIONAL - Students & Alumni - Prospects - All Personas - English Tips - How To’s - Activity Builder Quizzes - Didactic Articles - Social Media - YouTube - Blogs - Websites 25% WSE LIFE & EXPERIENCE - Students & Alumni - Prospects - All Personas - Social Clubs & Events - Key Date Content - Student Testimonials - Brand Ambassadors - How to learn with WSE... - Social Media - YouTube - Blogs - Websites - WSE MKT App 10% CORPORATE - Franchisees - Employees (Teachers) - B2B - Franchising & Investing in English - Teaching English/Teachers - Skills Development - Business & Corporate English - Websites - Blogs - LinkedIn - Twitter 20% Content Production Plan Overview
  66. 66. CATEGORY FORMAT / TYPE AUTHORS CREATION SCHEDULE CORE CONTENT - Video/Audio Content from Core Course - Animated GIFs & Image Content - WSE Int Content Team - External Agencies ● 2 core course videos per month ● 2 key date videos per month ● 4 GIFs per month BRAND CONTENT - Method Videos - Testimonial Videos - Social Media Video Edits - WSE Int Content Team - External Agencies ● 4 edited short videos per month LEARNING & EDUCATIONAL - How to videos… - English Learning Tips - English Tests & Activities - WSE Int Content Team - Content Authors - WSE Network ● 2 How to videos per month ● 1 English Learning Tip video per month ● 10 Activities per month WSE LIFE & EXPERIENCE - Social Club videos - WSE Center images - WSE Teacher blogs - WSE Network - WSE Staff - WSE Students ● 2 social club/center videos per month ● 4 WSE territory images per month ● 2 Teacher blogs per month CORPORATE - Teacher Thought Leadership blogs - Franchisee blogs - External newsletters - Employees (Teachers) - External Agencies - PR Agency ● 2 Teaching related blogs per month ● 4 Franchisee blogs per month Content Production Plan Timeline
  67. 67. Content Schedule TASK Q1 2019 Q2 2019 Q3 2019 Q4 2019 New Content Production - Testimonial Videos - SEO Articles & Activity Builder Quizzes - Learning Blog Posts Content Adaptation, Repurposing & Optimisation - eBooks & Guides - Social Media Video editing - Social posts (Caridad) Content Planning, Training & Guidelines - Marketing Content Schedule Updates - Activity Builder Masterclass - Content Planning & Comms Plan - Video Production & Localisation (Joe/Natalija) Content Distribution & Analytics - KH Content Distribution (All) - Content Analytics (Trevor) - Content Implementation (Content Team & MKT Implementation) - Inbound Territories (Joe/Eirin) - Say Hello App (Joe/Angela) - KH Content Distribution (All) - Content Analytics (Trevor) - Content Implementation (Content Team & MKT Implementation) - Inbound Territories (Joe/Eirin) - Say Hello App (Joe/Angela) - KH Content Distribution (All) - Content Analytics (Trevor) - Content Implementation (Content Team & MKT Implementation) - Inbound Territories (Joe/Eirin) - Say Hello App (Joe/Angela) - KH Content Distribution (All) - Content Analytics (Trevor) - Content Implementation (Content Team & MKT Implementation) - Inbound Territories (Joe/Eirin) - Say Hello App (Joe/Angela)
  68. 68. Content - Audience & Personas AUDIENCE Q1 2019 Q2 2019 Q3 2019 Q4 2019 Prospective Franchisees TBC TBC TBC TBC Prospective Teachers TBC TBC TBC TBC Prospective Learners - Career Learner TBC TBC TBC TBC Prospective Learners - Other Personas TBC TBC TBC TBC
  69. 69. WSE Comms & Content Bringing Content & Comms Planning Together
  70. 70. Say Yes Global Comms Objectives ● Thought Leadership & PR can help the WSE network with the Say Yes comms platform and comms objectives in particular: changing perception; building brand credibility; creating preference; and global consistency. ● This content can also be used at a global and local level to generate leads for the different audiences: prospective franchisees, teachers and learners.
  71. 71. ‘Always On’ Content & Campaigns • ‘Always on’ content based on key personas & workstreams e.g. • Blog posts about English learning tips • The best ways to learn English • Seasonal campaigns linked to Say Yes & global themes e.g. • Back to School campaign pack • Mid-Season Summer campaign pack Google Trends data for Italy
  72. 72. Content Planning & Schedules •Full marketing content schedule with blog posts, video content & eBooks •Should be linked up to Global Comms plan & local plans •Available in Knowledge Hub now: hub.wallstreetenglish.com/resource s/marketing-content-schedule/
  73. 73. Global and Territory Blogs and Websites Social Media Q1 Q2 Q3 Q4 Seasonality CampaignMid Season Campaign Back to School CampaignCampaigns PR Content Social Global English Language Report Speed of Learning Report Thought Leadership Technology White Paper Innovation White Paper Student Experience White Paper White Paper TBC New Year Campaign 2019 Global Comms Calendar ● Coordinated campaigns & assets planned over the year for global & local audiences
  74. 74. Always On: Main Content Schedule #1 Complete Guide to IELTS & TOEFL What is IELTS?; Top Tips about TOEFL; TOEIC Guide; BULATS Guide; The Complete English Grammar Guide English Learning Tips including: Learn English Grammar, A Guide to English Grammar, How to learn English grammar easily, English Verb Tenses; #2 How to Master the English Language How to speak English fluently; Tips on how to improve English writing skills; What is the best way to learn English; #3 • All content will be made available in Knowledge Hub • Are you registered? If not, register now: hub.wallstreetenglish.com
  75. 75. Thought Leadership & PR: to enhance brand reputation • Build on WSE Brand House and MarComs to enhance WSE brand reputation • WSE becomes trustworthy and go to authority on English Language learning. • Provide more dynamic digital & media stories & content to exploit in local marketing and publicity • Provide depth to the WSE brand and enhance global brand reputation and efficacy credentials • Working with global PR firm, Another Word to develop Thought Leadership content for WSE
  76. 76. WSE Content Resource Efficient & effective use of resources to bring the content strategy to life
  77. 77. Category Workstream Author Reviewer Monthly Content Creation Cost Core Course Core Course Videos Video Freelancer Joe 2 Core Course videos 2 Key Date videos TBC Core Course Core Course GIFs WSE Designer Joe & Caridad 4 animated GIFs TBC Brand Content Testimonial Videos Dos de Video Joe & Natalija 2 videos per year 30k€ per video Learning & Educational English Learning Tips & How to videos Video Freelancer Joe 2 videos per month TBC Learning & Educational Blog Posts / Articles Mary Milne Joe 6 posts per month 360€ per month Learning & Educational eBooks WSE Designer Joe 1 eBook per month N/A WSE Life & Experience Activity Builder Quizzes Mary Milne Joe 10 activities per month 90€ per month Corporate Blog Posts Instructional Designer / WSE Teachers / Mary Milne Joe 8 blog posts per month 480€ per month Corporate Blog Posts / Web Pages Media Messaging Joe 14 posts/pages TBC Content Sourcing & Budget
  78. 78. WSE International Content Strategy Plan ● Ongoing data analysis and KPIs measurement ● Impact measurement globally ● Workstream review & planning for 2019 4. Content Optimization 3. Global Implementation ● Complete content planning, ● Evaluate territory content ● Content format adaptation 2. Content Creation 1. Content Planning ● Promotion of content usage on Knowledge Hub ● Project working with key Inbound, Turnaround & new/developing territories ● Enhancement of content workstreams based on data from POC tests PHASETASKS ● Publication of POC content ● Scope & Sequence for priority content workstreams ● Content creation for Social Media ○ Facebook ○ Twitter ○ Instagram ● Content creation for YouTube strategy ● Content Creation guidelines in KH ● Reporting from KH & Network
  79. 79. How to realise the benefits of content for your territory Phase 1 SEO & User Goal Research Using WSE International research available in Knowledge Hub and local data sources. Phase 2 WSE Territory Website Setup ● Territory Website Technical Setup ● Web Page Content (Text & Images) ● Territory Website Hosted Videos Phase 3 Activity Builder Setup ● English Test Installation (AB) ● Course Finder Installation (AB) Phase 4 Territory Website Blog ● Territory Website Blog Setup ● Activity Builder Blog Content (AB) Phase 5 Social Media & Video Content ● Facebook ● Instagram ● YouTube Video Channel BAU Ongoing content optimization
  80. 80. Joe Speck | Marketing Content Manager | joe.speck@wallstreetenglish.com

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