Content Strategy: Part one - Developing a Content Marketing Plan
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This is the first of a four part series on content strategy. Originally presented as part of a class I taught at the University of Indianapolis
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Content Strategy: Part one - Developing a Content Marketing Plan
- 1. Developing a Content Strategy The challenge and the process
- 2. What is content marketing Content marketing : A strategic marketing approach Focused on creating and distributing valuable, relevant, and consistent content Designed to attract and retain a clearly-defined audience Ultimately, to drive profitable customer action.
- 3. Why focus on content? 3 57% of purchase decisions made before a customer talks to a supplier CEB Inc., 2015 85% By 2020, customers will manage of their relationship with an enterprise without interacting with a human. Gartner, 2015
- 4. Do Less, Not More Less content is easier to manage Less content is more user friendly Less content cost less to create
- 5. Content is everywhere Figure out what you have Quantitative inventory Qualitative assessment Listen to your customers, employees and competitors
- 6. Content Team Manager Editor Social media specialist Graphic designer Web developer Analyst Writer SEO specialist
- 7. Most content managers are a Jack of All Trades 17% 10% 12% 10% 13% 9% 13% 9% 7% One Two Three Four Five Six Seven Eight Nine How many different roles do you fill on the content team? 2016 Rundown Study
- 8. But who owns the content?
- 9. Content Team Structure 36% 21% 20% 12% 8% 4% Content Team Part of Other Deparment In-House Agency Outsourced Newsroom - Cross Funcitonal Team Channel Team How is the content team organized 2016 Rundown Study
- 10. All Content is not Equal Syndicated content typically lower quality with little SEO value High volume of content hard to keep updated and organized User generated content can be inconsistent Outsourced writers - good ones are expensive, cheap ones are bad
- 11. Without a plan there is chaos Pieces of a content plan Site map Content schedule Distribution strategy
- 12. It is harder than it looks Plan the elements – How will we do this? Inventory Page templates Source material SEO guidelines Software The content plan is not the strategy
- 13. Balancing stakeholders Business Marketing / Sales Advertising User Experience Information Technology
- 14. What is Content Strategy Defines business goals Guides decisions Sets benchmarks Addresses people and process issues
- 15. Putting the pieces together
- 16. Substance Topics – Brand messages, key selling points Types - Blog, infographic, video, photograph, podcast … Sources – Where will content come from
- 17. Structure Priority SEO and meta data Linking strategies Distribution
- 18. Governance Review process Compliance – particularly in regulated industries Social media policy
- 19. Workflow Publishing tools File sharing / storage Website CMS Email Marketing Project management platform Social media management tool Web analytics tool Automation Social listening Marketing cloud
- 21. Storage / File Sharing Dropbox – Most popular today Google Drive – Close second Box
- 22. Website CMS Wordpress – most popular Drupal SharePoint Ektron
- 23. Email Marketing Mail Chimp most popular price and simplicity Constant Contact more robust product Emma Delivera is an Indy based company
- 24. Project Management Basecamp – most popular, well established Trello Workamajig Poidio Slack – new product gaining ground as social tool as well Teamwork Projects Asana Insightly
- 25. Social Media Management Hootsuite – Most widely used Spredfast Sprinklr Adobe Social Sprout Social Tweet Deck Buffer
- 26. Web Analytics Google Analytics Wordpress Stats Adobe Analytics
- 27. Automation HubSpot Marketo Eloqua Infusionsoft Pardot Right On Interactive Constant Contact
- 28. Social Listening Sysomos Infegy Crimson Hexagon NetBase
- 29. Marketing Cloud Salesforce Adobe Cloud Oracle
Editor's Notes
- Content marketing is more important than ever when you look at these two statistics… [click to build] 57% of a typical purchase decision is made before a customer even talks to a supplier (https://www.cebglobal.com/exbd/sales-service/the-end-of-solution-sales/index.page) This means that over half of the customers out there may only have your content to interact with before they make a purchase. That makes that content critically important. [click to build] By 2020, customers will manage 85% of their relationship with an enterprise without interacting with a human (Gartner, http://www.targetmarketingmag.com/post/death-salesman/all/) Technology is enabling more and more efficiencies in business operations, from sales to support. This means that those customers and members you do have will increasingly be able to manage that relationship without a person in the mix. Once again, what they read, what they hear or view…it all becomes so much more important. [click to next slide]