Gateway drug content strategy elements you should use (Content Marketing Show, July 2014)
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Transcript of Gateway drug content strategy elements you should use (Content Marketing Show, July 2014)
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Content Marketing Show July 2014
Gateway-drug content strategy elements you should use Charlie Williams
Charlie Williams
@whitedotnet
Consultant
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I love content
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88% are using content marketing this year
CMI report: Content Marketing in the UK http://contentmarketinginstitute.com/2013/12/uk-2014-content-marketing-research/
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42% have a documented content strategy
CMI report: Content Marketing in the UK http://contentmarketinginstitute.com/2013/12/uk-2014-content-marketing-research/
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two common requests
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‘We need content’
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‘Our content isn’t working’
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They actually need both
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The lightbulb moment
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Time to get digging
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CONTENT STRATEGY
http://contentstrategy.com/book.html
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ANOTHER THING TO LEARN?!
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MANAGING CONTENT AS AN ASSET
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Don’t take my word for it
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“…all great, spontaneous, and effortless-looking content marketing strategies are formed and scaled with a smart content
strategy at their core”
Robert Rose Content Marketing Institute http://contentmarketinginstitute.com/2013/10/content-strategy-content-marketing-separate-connected/
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You don’t have to change your job
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Strategy to make you
sharp as a tack
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CREATING CONTENT THAT’S RIGHT FOR THE
BUSINESS
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WHY ARE WE MAKING THIS
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Because We need to make content
(nope)
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FIVE WHYS
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Five ways Three whys
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An example
http://www.simplybusiness.co.uk/microsites/googleplus-for-small-businesses/
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DEFINE your BUSINESS OBJECTIVES
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None? MAKE YOUR OWN
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Increase website traffic?
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Build brand awareness?
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Launch a new product?
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Again
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WHY ARE WE MAKING THIS?
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Start with why
http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action
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Victory conditions
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Likes? Shares? Links? Sales?
Subscriptions?
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Content inventories
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Ie: what have you got?
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Not just online
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What goes in an
inventory?
ID (1.0, 1.1, 2.0) Page Title
Format URL
Content type (landing page, etc.)
Owner Metadata
Traffic/usage Last update
Condition (keep/update/retire)
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templates
Content Inventory www.content-inventory.com/content-inventory-templates/
Maadmob http://maadmob.com.au/resources/content_inventory
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Unleash the robots
Screaming Frog SEO Spider www.screamingfrog.co.uk/seo-spider/
Content Insight www.content-insight.com
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User-centred content marketing
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We are not the target market
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Gather real user insight
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FIND THE BUSINESS EXPERTS
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WHAT DO USERS WANT TO DO?
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WHAT ARE THEIR PAIN POINTS?
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WHAT BARRIERS STOP THEM?
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WHAT REAL QUESTIONS DO THEY ASK?
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USER RESEARCH
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INTERVIEWS
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surveys
SurveyMonkey www.surveymonkey.com Polldaddy polldaddy.com/ SurveyGizmo www.surveygizmo.com
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SOCIAL DATA
Topsy topsy.com Social Mention socialmention.com BuzzSumo buzzsumo.com Social Crawlytics socialcrawlytics.com
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Customer services
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Sales teams
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Keyword research
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Find your user’s
language
SEMRush www.semrush.com Google Trends www.google.com/trends Keyword Tool www.keywordtool.io serpIQ www.serpiq.com
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ALREADY THERE?
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Gap analyses
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issues Facing Users
Content you
have Expert topics
From User research
From Content
inventory
From Business research
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So, why content strategy?
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Content strategy is your friend
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Why?
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Use it to define business goals and for user research
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Why?
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Process-led, repeatable workflow
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More resources
www.jonathoncolman.org/2013/02/04/content-strategy-resources/ contentmarketinginstitute.com/wp-content/uploads/2013/11/DocumentedStrategy_Final1.pdf www.slideshare.net/jcolman/how-to-build-seo-into-content-strategy-cs-forum-2012 www.portent.com/data/content-inventory/ moz.com/blog/how-to-build-a-content-marketing-strategy contentmarketinginstitute.com/2010/10/strategic-pillars-content-strategy/
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Thank you Want to talk content? Tell me how I’m wrong? [email protected] @pagesauce plus.google.com/+CharlieRWilliams/
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Photo credits
Looking For Janis - https://www.flickr.com/photos/65107846@N08/6093592500/ Sam Catch - https://www.flickr.com/photos/60779737@N00/3682165479/ Start With Why - https://www.startwithwhy.com/ (Press Kit)