The document discusses content strategy and competitive advantage. It argues that content strategy is about gaining an advantage, not just tactics or a plan. To gain an advantage, companies should audit their valuable, rare, inimitable, and organized (VRIO) resources and translate these into content differentiators. Examples of content strategies discussed include partnerships, appealing to multiple senses, risk tolerance testing, and measuring non-blog competitor content. The future of content is predicted to involve more real-time newsjacking and public service ads.
21. Rare
RARE
Most companies have resources that are valuable,
but common. Where do you differ?
(A “RESOURCE BRAIN DUMP” AUDIT SHOULD TAKE DAYS)
22. Audit Example for Human Resources
What are you passionate about?
What are you particularly good at?
What extracurricular activities are you involved with?
What have others hired you for or asked you to speak about?
Do you have special access to something cool or unusual?
Who do you know that our customers would care about?
Who do you know with unusual talent?
23. INIMITABLE
Few companies can compete purely on a text-based content
strategy because of one word: inimitability.
31. The Stupid Law of High Numbers
Source
“Longer” Content = More shares, more comments, more links
32. "If you just graded [SAT essays] based on length
without ever reading them, you'd be right over 90
percent of the time." Dr. Les Perlman, MIT
Source
35. Risk Tolerance
$1000 - RED camera rental
$2500 - 5X iPad 2’s
Removed Due To Shareholder Complaints
36. Seeding Science
Source
Hubs & Bridges > Friends & Random
Incentives > Network Effects
Your e-mail list is a good place to start
37. Create a Content Test Funnel
News, company activity, ideas
Blog posts & tweets
Facebook & Google+
Promoted post,
Email, Video
Static
38. How Does Content Rank?
URL
H1 Tag
Body Content
Page Title
Meta
Description*
39. Keyword Research w/ Google Suggest
One blog post showing ZERO search volume in Google’s Keyword Tool
Soovle.com extends G Suggest
Google Keyword Tool
40. Competitive Social Analysis
Link
Worth tracking: follower counts, brand mentions, post frequency, reach, growth rate
Tools to help: SocialMention.com, Tweetreach.com, SimplyMeasured.com
43. Does client have analytics installed?
What are competitors using that I am not?
Does my competitor have any hosting or architecture advantages?
Do I need everything my website has in the code?
Does client have Webmaster Tools tracking correctly?
48. • Pick your content battles
• Focus on your resources and advantages
• Infuse content with an understanding of human
nature
• Take calculated risks
• Reinvest some winnings