Content Strategy: The Missing Ingredient in Your Digital Marketing Mix
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Content Strategy isn’t blogging or pinning or sharing — it’s the plan behind everything your brand is doing online, and you shouldn’t be publishing without one. A solid content strategy uncovers what consumers need, then shapes a digital marketing mix that addresses those needs while meeting business goals. Join ethology, Experian and Digiday for a webinar that reveals what content strategy is, what it can deliver, and how it helps brands succeed. You’ll Learn: • Basic content strategy methodologies • How to integrate content strategy into an established marketing plan • Why content strategy should inform all of your creative, from display to print to landing pages • What’s measurable & what it means
Transcript of Content Strategy: The Missing Ingredient in Your Digital Marketing Mix
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what are we talking about?
Content strategy plans for the creation, publication, and governance of useful, usable content. Kristina Halvorson
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Lovely. but what does that mean?
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20th century marketing
TV
RadioPrint
brand
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21st century madness
YouTube
Mobile Site/App
Website
OrganicSearch TV
Radio
PaidSearch
Pinterest/Instagram
Google+
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critical ingredients
Brand
UsersRobots
Who Do You Think You Are?
Who Does Your Target Audience Need You To Be?
Who Does Google Think You
Are?
✓
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your digital footprint
Site Authority & Content Assets
Content Quality &
Reach
Brand Mentions & Reputation
Audience Engagement & Interaction
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let’s talk about text.
content auditstakeholder interviewsmessage architectureeditorial calendar developmentvoice & tone guidestructured content guidelinesperformance reports
core deliverables
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the content audit
the 11th circle of hell.
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Our integrated approach leads to robust digital marketing strategies that influence and engage your customers. Our satisfaction comes from helping brands listen, adapt, and resonate with their audiences. It’s not just what we do, but how we think.
the content audit
page IDsite sectionURL page titlemeta decriptionheadings content types
R.O.T.clarityusefulnessusability / calls to actionstructure / future-friendlypage analyticsLP analytics
a quantitative & qualitative analysis
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the editorial calendar
manna from heaven.
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dfskjdhghgjfghgfhghggh
freecreditscore.com
useful, relevant content
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Our integrated approach leads to robust digital marketing strategies that influence and engage your customers. Our satisfaction comes from helping brands listen, adapt, and resonate with their audiences. It’s not just what we do, but how we think.
the editorial calendar
site sectiontopic/themeURL page titlemeta descriptionheadings content types
versionoutposts roles & responsibilitiescalls to actionrelational datapage analyticsLP analytics
a comprehensive integration tool
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overview
Avg. time on page: Shows interest in content
Low bounce rate: Most visitors that land on page continue to browse
Low exit rate: Most visitors that see this page remain on the site
What does a qualified visitor look like?
Working with keyword considerations, planning content efforts, and promoting on social channels increases quality of visitors.
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ethology
Avg. Time on Page: 00:44 Bounce Rate: 90.91% Exit Rate: 41.03%
Avg. Time on Page: 1:13Bounce Rate: 82.35%Exit Rate: 45.45%
Resource articles published with no promotion:
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ethology
Published 2/28, Tweeted 3/1 Auto renew subscriptions if not managed properly can affect your debt. Know how to manage your debt while using auto renewals and automatic payment systems
Avg. Time on Page: 1:06Bounce Rate: 50.00%Exit Rate: 25.81% Published 3/6, Facebook post 3/6
Before you dive into your dream home and struggle with a mortgage payment you cannot cover, find out how to calculate how much house you can really afford
Avg. Time on Page: 1:06Bounce Rate: 25.00%Exit Rate: 18.18%
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adaptability
lather, rinse, repeat. Continue to monitor social lift & content performance Implement CTA A/B testing and monitor performance
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#impact
Device-Agnostic
Future-Friendly
Display Media
Social Channels
Offsite Content
Lifecycle Marketing
Blogs
Website Content
Content Strategy
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question time!
sarah krznarichdirector, content strategy ethology
amanda yagisr. online marketing managerexperian consumer direct
