Implementing your Content Strategy

Audience Engagement Architecture

Previously on slideshare…

• We talked about the difference between Content Marketing & Content Strategy and how you can use stories to create Engagement Maps.

• Now, with these slides we show you the steps to go through to implement your Content Strategy.

Strategy/Plan

Insights

ContentCalendar

EngagementCycles

Str

uctu

red

Wor

ksho

ps

EstablishPillars

DiscoverMutuality

MapJourney

Proposition& Channel

Design

Curate&

Create

Implement &

Deliver

Components and Approach to building your Content Strategy

Business Case/Reporting & Measurement Setup

Organisation & Process Design

PersonaDevelopment

Create/Deliver

Governance/Reporting

Reputation

But then, where does this all fit with your existing capabilities…

What is a capability?Firstly, what we mean by a “Capability” is 4 elements combined:

– Systems & Technology, – Processes, – Data and – People

When talking about Campaign Management then, we are not just talking about the campaign automation tools but the people required to use them, the data and the processes that they employ both within the technology and “either side”. (There may be many manual processes that are employed when executing a campaign for example)

Audience Engagement Architecture

Audience Strategy Planner Audience Strategy Dashboard

Audience Data:Insights

Content TrackingTransactional Data

Communication HistoryEngagement Tracking

Strategy Data:Persona DefinitionsEngagement MapsEditorial Calendar

Content Personalised Delivery (Decision Engine)

Content Strategy

Contact Strategy

Campaign Automation, CRM &

Transactional Comms

Outbound channelsDecision EnginesNext-Best-ActionPersonalisation

Inbound channels

Briefs, rules, content,channels, timing

Channels:· Digital· Contact Centre

Content Management System

Briefs Content Calendar

Interaction Data

Audience

Yep, that’s a bit complicated,So lets break it down…

Phase 1Audience Strategy Planner

Content Strategy

Contact Strategy

Campaign Integration

Outbound channelsDecision Engine

Intregration

Inbound channels

Briefs, rules, content,channels, timing

Channels:· Digital· Contact Centre

Briefs Content Calendar

Interaction Data

Audience

Once you have designed your Content Strategy you will then build a calendar for the “Create & Deliver” of that Content. However, you probably have a Contact Strategy and this needs to be integrated in the Audience Strategy Plan.

Contact Strategy

What you are not going to say:– Rules for contact

frequency– Common across

channels– Common across

platforms– Mostly below the line– Managed centrally

Content Strategy

What you are going to say:– Engagement Maps– Common across

channels– Common across

platforms– Above the line and

below the line

Phase 1Audience Strategy Planner

Content Strategy

Contact Strategy

Campaign Integration

Outbound channelsDecision Engine

Intregration

Inbound channels

Briefs, rules, content,channels, timing

Channels:· Digital· Contact Centre

Briefs Content Calendar

Interaction Data

Audience

Integration, when you start implementing the Audience Strategy is manual, to begin with.

You are simply creating much more detailed briefs that are going to your existing capabilities for “create and deliver”.

(You can probably manage your Content Strategy and Calendar in a spreadsheet at this stage.)

Phase 2

Audience Strategy Planner Audience Strategy Dashboard

Audience Data:Insights

Content TrackingTransactional Data

Communication HistoryEngagement Tracking

Strategy Data:Persona DefinitionsEngagement MapsEditorial Calendar

Content Strategy

Contact Strategy

Campaign Automation

Outbound channels

Decision Engines

Inbound channels

Briefs, rules, content,channels, timing

Channels:· Digital· Contact Centre

Briefs Content Calendar

Interaction Data

Big Data Integration

Audience

At the next phase, you can start to add technology that monitors the performance of your content and feed that back to a dashboard that will allow you to update your Audience Engagement Plan. It requires technical integration to do this bit.

You will also be able to monitor your audience and have a much clearer view of the state of your funnel.

At this phase, your Audience Strategy Planner & the Audience Dashboard are supported by software systems. If you have mapped your engagement cycles in a spreadsheet, you will know how complicated this can get and why you need an app for that!

Phase 3 Audience Strategy Planner Audience Strategy

Dashboard

Audience Data:Insights

Content TrackingTransactional Data

Communication HistoryEngagement Tracking

Strategy Data:Persona DefinitionsEngagement MapsEditorial Calendar

Content Personalised Delivery (Decision Engine)

Content Strategy

Contact Strategy

Campaign Automation, CRM &

Transactional Comms

Outbound channelsDecision EnginesNext-Best-ActionPersonalisation

Inbound channels

Briefs, rules, content,channels, timing

Channels:· Digital· Contact Centre

Content Management System

Briefs Content Calendar

Interaction Data

Audience

Lastly, you may want to add some smart content technology that can then personalise the delivery of your content (per your engagement map) automatically for you. You are probably also building up quite a library of content so you may need a Content Management System.

Educate, Entertain, Convince, Inspire

Don’t forget, when telling

stories always look to…

To find out more:• www.theintelligentmarketinginstitut

e.co.uk• http://linkd.in/1gKkbHc• And look out for our forthcoming

book…