Content Strategy, Information that Works
-
Upload
sarah-jane-russell -
Category
Business
-
view
616 -
download
0
description
Transcript of Content Strategy, Information that Works
![Page 1: Content Strategy, Information that Works](https://reader033.fdocuments.us/reader033/viewer/2022061111/545602e7b1af9f39378b4c73/html5/thumbnails/1.jpg)
Content strategy information that works
Presented by: Sarah Russell, 3ivision
![Page 2: Content Strategy, Information that Works](https://reader033.fdocuments.us/reader033/viewer/2022061111/545602e7b1af9f39378b4c73/html5/thumbnails/2.jpg)
What’s new is:
How we choose to use it,
The tools that help us create and distribute it and
The stories we decide to tell.
(Credit: smallbiztrends.com - Content marketing: use your voice)
Content, In and Of Itself, is Old as Dirt
![Page 3: Content Strategy, Information that Works](https://reader033.fdocuments.us/reader033/viewer/2022061111/545602e7b1af9f39378b4c73/html5/thumbnails/3.jpg)
![Page 4: Content Strategy, Information that Works](https://reader033.fdocuments.us/reader033/viewer/2022061111/545602e7b1af9f39378b4c73/html5/thumbnails/4.jpg)
(Credit: Blueglass.com – Content Marketing Explosion)
![Page 5: Content Strategy, Information that Works](https://reader033.fdocuments.us/reader033/viewer/2022061111/545602e7b1af9f39378b4c73/html5/thumbnails/5.jpg)
Content commitmentDo you commit to producing the kind of content that engages
prospects and customers?
What do they care about?
1. Listen & learn
1. Produce solutions based content
1. Add value to the conversation
![Page 6: Content Strategy, Information that Works](https://reader033.fdocuments.us/reader033/viewer/2022061111/545602e7b1af9f39378b4c73/html5/thumbnails/6.jpg)
“ Fundamentally, it’s not just about content. It’s about
identity, relationships and content. ”
- Amit Singhal, Google Fellow
![Page 7: Content Strategy, Information that Works](https://reader033.fdocuments.us/reader033/viewer/2022061111/545602e7b1af9f39378b4c73/html5/thumbnails/7.jpg)
Re-condition your thinking
From To
Advertising Communication
Broadcasting Publishing
‘We’ Brand culture ‘You’ Brand culture
![Page 8: Content Strategy, Information that Works](https://reader033.fdocuments.us/reader033/viewer/2022061111/545602e7b1af9f39378b4c73/html5/thumbnails/8.jpg)
It’s not about you or your products & services. It’s about
them – what do they care about?
Reframe the Conversation
Educational, informative or entertaining content
Audience-first approach
More customers
More revenue
+ +=
![Page 9: Content Strategy, Information that Works](https://reader033.fdocuments.us/reader033/viewer/2022061111/545602e7b1af9f39378b4c73/html5/thumbnails/9.jpg)
50-60% valuable tips and quickly usable information
10-15% entertainment and/or “personality” content that forms an emotional connection with your reader.
10-15% weighty reference and higher-value content your readers will want to bookmark and return to.
5-15% content that builds relationships with other publishers, including news and links to other content.
5% “selling” content that leads to an affiliate promotion or to a sales sequence for your own product.
The Content Mix
(Credit: Sonia Simone, Co-founder and CMO of Copyblogger Media)
![Page 10: Content Strategy, Information that Works](https://reader033.fdocuments.us/reader033/viewer/2022061111/545602e7b1af9f39378b4c73/html5/thumbnails/10.jpg)
(Credit: Blueglass.com – Content Marketing Explosion)
![Page 11: Content Strategy, Information that Works](https://reader033.fdocuments.us/reader033/viewer/2022061111/545602e7b1af9f39378b4c73/html5/thumbnails/11.jpg)
Demands of distributing
Are you able to produce enough of it to satisfy the growing
demands of your online distribution channels?
How content ready are you?
1. Resources & budget
1. Workflow processes
1. Culture of content
![Page 12: Content Strategy, Information that Works](https://reader033.fdocuments.us/reader033/viewer/2022061111/545602e7b1af9f39378b4c73/html5/thumbnails/12.jpg)
Content investment
Do you know what return you are making on the
investment of time, energy and finance that goes into your
content creation and marketing?
Who governs, measures and improves your content?
1. Reach & influence
2. Frequency & Traffic
3. Conversations & Transactions
4. Sustainability
5. Sentiment
![Page 13: Content Strategy, Information that Works](https://reader033.fdocuments.us/reader033/viewer/2022061111/545602e7b1af9f39378b4c73/html5/thumbnails/13.jpg)
“ If people think you’re important, so will Google.
And how does Google know people think you’re important anyway?
Through people linking to you and sharing the content
you’ve produced. ”
- Brian Clark, Co-founder Copyblogger Media
![Page 14: Content Strategy, Information that Works](https://reader033.fdocuments.us/reader033/viewer/2022061111/545602e7b1af9f39378b4c73/html5/thumbnails/14.jpg)
(Credit: Smart Insights – Inbound Marketing)
![Page 15: Content Strategy, Information that Works](https://reader033.fdocuments.us/reader033/viewer/2022061111/545602e7b1af9f39378b4c73/html5/thumbnails/15.jpg)
“ The most enduring way to maximize those “sales” is this:
Keep your attention focused obsessively on
your customer. ”
- Sonia Simone, Co-founder and CMO of Copyblogger Media
![Page 16: Content Strategy, Information that Works](https://reader033.fdocuments.us/reader033/viewer/2022061111/545602e7b1af9f39378b4c73/html5/thumbnails/16.jpg)
Round up
• Give your content a purpose – Goals
• Commit to learning & problem solving – Publisher/ editor
• Meet the demands of distributing – be content ready
• Measure your investment in content – improve the content cycle
![Page 17: Content Strategy, Information that Works](https://reader033.fdocuments.us/reader033/viewer/2022061111/545602e7b1af9f39378b4c73/html5/thumbnails/17.jpg)
Connect with me
linkedin.com/in/sarahrussell3ivision
twitter.com/SR3ivision
gplus.cm/sr3ivision
Or the old fashioned way!
Email: [email protected]
Tel: 01752 25244307580073900