Finding the Right Words: Why Content

Matters

Marisa Peacockwww.marisapeacock.com

@marisacp51

What Is Content Strategy?

Using words and data to create unambiguous content that supports meaningful, interactive experiences (Rachel Lovinger)

Good/Bad Content Influences

Marketing

Usability

Customer Experience

Brand Loyalty

Reputation

Authenticity

Clarity

Transparency

Utility

Responsiveness

Authority

Consistency

be be yourselfyourself

solve solve problemsproblems

Know Know stuffstuff

Keys to Successful Content

“And What Do You Do?”

30 seconds in an elevator

4 seconds on a website

140 characters

Be Clear, Concise, Compelling.

What do you do?

How do you do that?

How much does

it cost?

Create a Call to Action

Make a List Expressive

adjectives to describe your service, product, experience

Vibrant

Beautiful

Inspiring

Powerful

Inspiring

Action verbs to describe what users can do with your service, product, experience

Create

Share

Wear

Deliver

Publish

Nouns to describe your company’s product, service, experience

Designs

Illustrations

Jewelry

Websites

Books

Know Your Demographic

Who is your audience?

Where do they access information?

your website

social media

mobile devices

traditional media (print, radio, TV)

How often do they need up-to-date information?

Give Your Platforms Meaning

Define your purpose & platform

On Facebook, fans will engage

On my blog, readers will learn

On the website, customers can buy

From their phone, users can search

Tools & TricksWordle - Beautiful Word Clouds

Tools & TricksGoogle Adwords - Find Keywords

Tools & TricksSocial Mention - Real time social media search &

analysis

Content RulesCreate a consistent tone - Content includes everything from web copy, social media, blog copy, thank you pages, emails, etc.

Don’t wait until it’s perfect to publish - experiment & evolve

Create conversations with your content - ask meaningful questions that help you learn more

Test content across platforms - see what works best, attracts attention

Content isn’t just words: it’s video, design, photos

Thank you!

www.marisapeacock.com | mcpeacock@me.com | @marisacp51