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Why content marketing needs content strategy

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My slides from the Content Marketing Show, 8th November 2013.

In my talk, I explain the difference between content strategy and content marketing, and look at the elements of content strategy and how they can help improve your content.

Publié dans : Marketing, Technologie
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Why content marketing needs content strategy

  1. 1. Why content marketing needs content strategy Content Marketing Show November 2013 @la_pope brilliantnoise.com Thursday, 7 November 13
  2. 2. What’s the difference? Thursday, 7 November 13
  3. 3. “Content strategy plans for the creation, publication and governance of useful, usable content.” Kristina Halvorson, Brain Traffic, http://goo.gl/ JiSpjs image (cc) Antony Hutchinson Thursday, 7 November 13
  4. 4. “Content marketing is a technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience.” The Content Marketing Institute, http://goo.gl/ UP4Q1g image (cc) Content Marketing Institute Thursday, 7 November 13
  5. 5. Content strategy is about the ‘how’, the user, the big picture, the governance and the planning. Content marketing is about the ‘what’, the business, the tactics and the individual campaigns. Thursday, 7 November 13
  6. 6. The elements of content strategy Thursday, 7 November 13
  7. 7. Brilliant Noise content strategy model Purpose Thursday, 7 November 13 People Processes Platforms Principles Performance
  8. 8. Purpose /ˈpəːpəs/ noun The overarching reason why your content exists. Purpose applies to every piece of content, not just specific campaigns. Thursday, 7 November 13
  9. 9. “To bring inspiration to every athlete* in the world. *If you have a body, you are an athlete.” Nike, http://goo.gl/XTLh7a image (cc) Photon Thursday, 7 November 13
  10. 10. “What is content anyway?” Thursday, 7 November 13
  11. 11. “What is content anyway?” ‘Purpose’ gives you the answer. Thursday, 7 November 13
  12. 12. Principles /ˈprɪnsɪp(ə)l/ noun The fundamental propositions that form the foundations of your content. Thursday, 7 November 13
  13. 13. “ 1. Inspire participation amongst the very best 2. Connect these creative minds 3. Share the results of our efforts 4. Continue development  5. Measure success.” Coca-Cola, http://goo.gl/xtGCTz image (cc) The Cognitive Media Thursday, 7 November 13
  14. 14. “There are too many different content silos, and there’s no consistency.” Thursday, 7 November 13
  15. 15. “There are too many different content silos, and there’s no consistency.” ‘Principles’ give you a solution. Thursday, 7 November 13
  16. 16. Platforms /ˈplatfɔːm/ noun The places where and tools with which your create, publish and amplify your content. Thursday, 7 November 13
  17. 17. Source RSS Social listening Bookmarking e.g. Diigo Yammer Wiki Internet Thursday, 7 November 13 Create Publish Word/Pages Spredfast Editorially Gather Content Scrivener ZenWriter CMS Blog 3rd party sites Social networks Amplify Social networks Email RSS Paid content promotion e.g. PPC, OutBrain, Zemanta
  18. 18. “The CMS fills me with rage.” Thursday, 7 November 13
  19. 19. “The CMS fills me with rage” ‘Platforms’ make sure it never comes to this. Thursday, 7 November 13
  20. 20. Processes /ˈprəʊsɛs/ noun The series of actions that you need to complete to create your content. Thursday, 7 November 13
  21. 21. Content is published. Editor gives stakeholders a final chance to sign off controversial/ sensitive content. START Thursday, 7 November 13 Text GOAL: great content Content writers write content. Editor gives briefs and source material to content writers. Content is amplified. Content is measured and optimised. Editor proofs, checks against the brief, style and tone of voice guide, and principles. Content working group add ideas and/or source material to a content planner. Editor prioritises based on user needs and content principles, creates content plan. Editor writes content briefs and secures sign off from relevant stakeholders.
  22. 22. GOAL: great content Some people like/ love it Most people hate/are indifferent People read the content No one reads the content Content is approved Content ready for publication CMS doesn’t support content format Delays mean content is out of date Text Content is published Content isn’t approved Send content for sign off Write content Get brief signed off Write brief START Create idea for campaign Argue over who owns content Research content Fail to find source material Thursday, 7 November 13
  23. 23. “The sign-off process is ridiculous.” Thursday, 7 November 13
  24. 24. “The sign-off process is ridiculous.” ‘Processes’ plan away sign off problems. Thursday, 7 November 13
  25. 25. People /ˈpiːp(ə)l/ noun The people involved in the content process and the way they are organised in relation to it. Thursday, 7 November 13
  26. 26. Content organisation models - Content department: an in-house or agency team that creates content for the whole organisation. - Content centre of excellence: content experts who provide leadership and guidance on best practice across the organisation - Content council: a group of content professionals from across the organisation that meet regularly to make sure content is aligned. - Cross-functional content chief: a senior executive with crossdepartmental authority. - Content lead: a person who leads content initiatives, but without cross-departmental authority. - Executive steering committee: a cross-functional strategic group. Altimeter Group http://goo.gl/NdxkWC Thursday, 7 November 13
  27. 27. “Everyone/no one thinks they own content.” Thursday, 7 November 13
  28. 28. “Everyone/no one thinks they own content.” ‘People’ makes the hierarchy and team involved clear. Thursday, 7 November 13
  29. 29. Performance /ˈpəˈfɔːm(ə)ns/ noun The benchmarks for success and the ways in which you measure the impact of your content. Thursday, 7 November 13
  30. 30. What is your objective? What metrics will help you see if you’re meeting that objective? Visits, unique visits, page views, time on page, bounce rate, exit rate, return visits, new visits, shares, likes, links, views, downloads, comments, share of voice, brand mentions, customer satisfaction, number of calls/emails/ inquiries, sales, leads, sales funnels... Thursday, 7 November 13
  31. 31. Content strategy gives you a formula for creating great content time and time again. image (cc) eriwst Thursday, 7 November 13
  32. 32. Implementing content strategy is hard - take it one step at a time until you get it right. image (cc) lindaybayley Thursday, 7 November 13
  33. 33. Thanks lauren@brilliantnoise.com @La_Pope brilliantnoise.com © 2013 Brilliant Noise All rights reserved Thursday, 7 November 13