Why designing a content marketing strategy matters
Transcript of Why designing a content marketing strategy matters
&&& Creative Ltdwww.andandand.co.uk
@andandandltd
Series 3: Content is King, Design is it’s Queen
Why designing a content marketing strategy mattersSimon Brown@andandandltd
“If you build it, they will come”
Ray Kinsella, Field of Dreams
YouTube users upload 300hrs of new video
Source: YouTube
2,460,000pieces of content
shared on Facebook
Twitter users tweet 277,000
times
2.4 billionglobal internet
population
“If you build it, possibly they
will come”
35% of B2B marketers document their content
strategiesand conversely are more effective in all aspects of content marketing than those who have
not.Source: The Content Marketing Institution
Goal
Content Strategy
Audience
Content StrategyGoal
Design
Content StrategyGoal
Audience
Lifecycle
Content StrategyGoal
AudienceDesign
Mobilisation
Content StrategyGoal
AudienceDesign
Lifecycle
Content StrategyGoal
AudienceDesign
LifecycleMobilisation
The Event ChannelOpen Europe’s event channel had to set them apart as;
engaging advocates and mobilising supporters.
Define your events Lifecycle
1. Future Event2. On Now3. Event Summary4.Generate a desire
to attend
Content StrategyGoal
AudienceDesign
LifecycleMobilisation
Content StrategyGoal
AudienceDesign
LifecycleMobilisation
Digital accelerators
Content StrategyGoal
AudienceDesign
LifecycleMobilisation
The right toolsSearch inspired the website design,
transforming Adrems site into an intuitive tool
Content StrategyGoal
AudienceDesign
LifecycleMobilisation
Content StrategyGoal
AudienceDesign
LifecycleMobilisation
Creative CornerDisruptive inspiration for inquisitive minds
Content StrategyGoal
AudienceDesign
LifecycleMobilisation
2-5 min Highlights video
AnnotationsSubtitles & CCCredits
Content StrategyGoal
AudienceDesign
LifecycleMobilisation
52% of video watched
AnnotationsSubtitles & CCCredits
Content StrategyGoal
AudienceDesign
LifecycleMobilisation
2-5 min highlights video 15 sec Teaser video
Content StrategyGoal
AudienceDesign
LifecycleMobilisation
2-5 min highlights video 15 sec Teaser video
Content StrategyGoal
AudienceDesign
LifecycleMobilisation
15 sec Teaser video
Digital accelerators
We are establishing the #CreativeCorner family as a
set of disruptive thinkers who do
more than just successful aesthetics.
A goal helps; focus your ambitions, brings your content inline with your objectives and sets a measure.GoalAudienceDesignLifecycleMobilisation
Make your content relevant to each segment
of your audience.
GoalAudienceDesignLifecycleMobilisation
Invest in crafted content designed by experts.
GoalAudienceDesignLifecycleMobilisation
Identify the lifecycle of your content to improve its reach.
GoalAudienceDesignLifecycleMobilisation
Take advantage of digital accelerators.
GoalAudienceDesignLifecycleMobilisation
&&& Creative Ltdwww.andandand.co.uk
@andandandltd
Simon Brown / Founder &&& Creative@andandandltd