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Becoming a Brand as Publisher through Content Value Exchange

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This Content Marketing presentation walks through the concept of Value Exchange and how to best leverage your content strategy through Content Process Optimization.

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Becoming a Brand as Publisher through Content Value Exchange

  1. 1. CONTENT PROCESS OPTIMIZATION 1 @WeAreCSG #ContentValueExchange
  2. 2. CONTENT VALUE EXCHANGE 6/2/2016CONTENT PROCESS OPTIMIZATION2
  3. 3. 7-POINT GUIDE: CONTENT VALUE EXCHANGE 1. Relevance 2. Timeliness 3. Neutrality 4. Shareability 5. Impact 6. Authenticity 7. Targeted 6/2/20163 CONTENT PROCESS OPTIMIZATION
  4. 4. VALUE OF CONTENT 1. Business Value 2. Data Value 3. Campaign Value 4. Utility Value 6/2/20164 CONTENT PROCESS OPTIMIZATION “In every content-driven experience, it’s the collection of assets, not any single one, that provides strategic value” ~Robert Rose with Content Marketing Institute
  5. 5. 6/2/2016CONTENT PROCESS OPTIMIZATION5 CONTENT MARKETING IS NOTHING NEW
  6. 6. 6/2/2016CONTENT PROCESS OPTIMIZATION6
  7. 7. 6/2/2016CONTENT PROCESS OPTIMIZATION7
  8. 8. CONTENT PROCESS OPTIMIZATION 6/2/2016CONTENT PROCESS OPTIMIZATION8
  9. 9. BUSINESS ANALYSIS 6/2/20169 CONTENT PROCESS OPTIMIZATION
  10. 10. BUSINESS ANALYSIS: REPUTATION AUDIT 6/2/201610
  11. 11. BUSINESS ANALYSIS: STAKEHOLDER RESEARCH 6/2/201611
  12. 12. BUSINESS ANALYSIS: CONTENT AUDIT 6/2/201612
  13. 13. BUSINESS ANALYSIS: VALUE IDENTIFICATION 6/2/201613
  14. 14. AUDIENCE VS. BUYER PERSONAS 6/2/201614 CONTENT PROCESS OPTIMIZATION
  15. 15. OFFLINE & ONLINE PERSONA RESEARCH 6/2/201615 CONTENT PROCESS OPTIMIZATION
  16. 16. 6/2/201616 CONTENT PROCESS OPTIMIZATION CONVERSION MAPPING
  17. 17. 6/2/2016PITCH TO CAN OF CREATIVE17
  18. 18. CENTERS OF INFLUENCE 6/2/201618 CONTENT PROCESS OPTIMIZATION
  19. 19. SHARED VALUE CONCEPT 6/2/201619 CONTENT PROCESS OPTIMIZATION
  20. 20. 5 STEPS: CONTENT MARKETING STRATEGY • The Goal • The Audience • Outcome or Value • Content Tilt • Story Map 6/2/2016CONTENT PROCESS OPTIMIZATION20
  21. 21. STRATEGY: CONTENT MISSION STATEMENT 6/2/201621 CONTENT PROCESS OPTIMIZATION
  22. 22. CONTENT MARKETING STRATEGY • Types of Content Strategies – Effective Publisher – Insight Data – Conversion Optimization 6/2/201622 CONTENT PROCESS OPTIMIZATION
  23. 23. 6/2/2016CONTENT PROCESS OPTIMIZATION23 EFFECTIVE PUBLISHER
  24. 24. 6/2/2016CONTENT PROCESS OPTIMIZATION24 INSIGHT DATA
  25. 25. 6/2/2016CONTENT PROCESS OPTIMIZATION25 CONVERSION OPTIMIZATION
  26. 26. STRATEGY: EDITORIAL CALENDAR 6/2/201626 CONTENT PROCESS OPTIMIZATION
  27. 27. STRATEGY: PACKAGING & SEO 6/2/201627 CONTENT PROCESS OPTIMIZATION
  28. 28. STRATEGY: DISTRIBUTION & PROMOTION 6/2/201628 CONTENT PROCESS OPTIMIZATION
  29. 29. CPO: MEASUREMENT & ANALYSIS 6/2/201629 CONTENT PROCESS OPTIMIZATION
  30. 30. CPO: MEASUREMENT & ANALYSIS 6/2/201630 CONTENT PROCESS OPTIMIZATION
  31. 31. QUESTIONS? 6/2/2016CONTENT PROCESS OPTIMIZATION31 linkedin.com/in/erikkeith @WeAreCSG

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