CONFAB Minneapolis: Plan, Create, Amplify and Measure
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Transcript of CONFAB Minneapolis: Plan, Create, Amplify and Measure
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INTEL CONFIDENTIAL, FOR INTERNAL USE ONLY 1
Plan, Create, Amplify and Measure
@PamDidner #ConfabMN
Global Integrated Marketing Manager
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You need to…
Think
Disagree with me
One or two take-‐away
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Scope
No Intel talk
No Step-‐by-‐step processes
Yes to Sharing <ps
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Measure
Amplify
Create
Plan
Content Process
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Plan
Audience
Business Objec<ve
Content Audit
Content Strategy
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Plan (and Research)
Audience
Business Objec<ve
Content Audit
Content Strategy
WHY
WHAT WHEN
WHERE
WHO
HOW
HOW MUCH
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Three tips
OK NOT to know everything
Get “everyone” to agree on objec<ve and strategy
Content audit is a must
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It’s OK not to know everything…
You must know:
• Business Objec<ves • Audience • How your company views content
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Form your content team
Stakeholders:
• Strategic decision makers
• Money people
• Champions
• Showstoppers
• Interested others
Source: Content Strategy for the Web by Kris<na Halvorson and Melissa Rach
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ü Agree on strategy and plan
ü Iden<fy a problem/ an opportunity
ü Trends/Best Prac<ce sharing
ü Request for help
Form your content team (continued)
Get them interested
Source: Content Strategy for the Web by Kris<na Halvorson and Melissa Rach
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Content audit is a must
Types of audit
Quan<ta<ve inventory
Qualita<ve audit: Best Prac*ce Assessment
Qualita<ve audit: Strategic Assessment
Descrip<on
A list of all or sample the content you have
A comparison of your content against industry’s best prac<ce (done by 3rd party)
An in-‐depth look at how our content measures up to your strategic goals
When
Before strategy
Before strategy
AVer implementa<on
Source: Content Strategy for the Web by Kris<na Halvorson and Melissa Rach
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Categorize content database
It’s OK to start with an Excel file
• audiences
• topics
• purchase cycle
• formats
• other categories (products, members etc.)
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Create
“Big Idea”
Editorial Planning
Curated Content
Original Content
Content Gap
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Create with a purpose
Keep it relevant to your product and messaging
Align content with purchase cycle
It’s Ok to skip “Big Ideas”
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Amplify
Original content
Cura<ng content
Content mapping CRM Content
mapping
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Three tips
Op<mize via trial and error
Create content within content
Bring them back to an awesome website
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Inbound traffic
Publica<on Effec<veness
Quality / quan<ty
Measure
Quality / quan<ty Leads
Original content
Cura<ng content
Content mapping CRM Content
mapping
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Three tips
FragmentaEon is reality
Pick 2-‐3 measurements at each stage
Draw assump<ve insights
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Time vs. Budget
Measure
Amplify
Create
Plan 40%
20%
20%
20%
10%
10-‐30%
30-‐50%
10-‐30%
Time Budget
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Managing content is complicated
It takes a team
Holis<c view is challenging
Understand what data means to you