Website and product launches and ad campaigns come and go, but stories live on. Content is essentially your digital body language and a great way to allow people to become familiar with your personal or business brand. A solid content strategy can allow personal and business brands to build audiences with creative storytelling that contributes to a relevant, human conversation and thus over time build stronger relationships as you continue to develop trust and gain credibility.
****Slides from the session that covered building short term and long term strategies, measuring results using analytics and the importance of setting smart goals.
9. Deliverables are merely punctuation in the conversation.
Don’t let them replace the conversation.
10. Sustainable content is content you can create—and maintain—without
going broke, without lowering the quality in ways that make the content
suck, and without working employees into nervous breakdowns.
- Erin Kissane,The Elements of Content
12. Why even… start a website redesign, let the CEO start blogging, audit content,
start engaging on Twitter/Facebook/Next big social network, consolidate the
website architecture, add video testimonials, incorporate user reviews, develop
new brand guidelines…
21. 1. Define your objectives
Establish what form of media your content should take, or whether a combination of
different forms of media would be better, by conducting an audit of your existing brand
content strategy.
Once you have a clear picture of your current brand strategy, consider how a magazine,
website, app, video or other form of branded content would fit in.
22. 2. Define your audience
Now you need to build up a picture of your ideal customer, setting out exactly
what you want to achieve with your cross-media content. The tighter your
objectives, the sharper the focus and the better the results. Also consider what
other communications your audience receives from you and ensure that all your
marketing — new and existing — connect, with as little overlap as possible.
23. 3. Make a strong financial case
Having regular, high-quality content can be a significant investment for your marketing
department, so establish benchmarks for success based on your objectives. Your investment
should be based on measurable results.
In short: how will the project add to the bottom line? You then need to find the budget, which
will depend on the role you wish your content to fulfill. Next, get internal buy-in from all
relevant departments, especially if you are expecting them to contribute to the budget.
24. 4. Establish a distribution strategy.
How will your content reach your customers? What combination of
media channels would best fit your target audience? From print to
online, digital to video, there are a huge range of channels to choose
from.
26. 6. Agree on a launch strategy.
Depending on channel, a new launch can take up to three months. Often, a client will have a
launch date in mind to form part of a larger marketing campaign, so you may want to add more
time into the schedule to make sure you hit it.
You could also try out creative ideas with focus groups or send out content to a sample group
of customers, along with a response mechanism to gather their opinions. Make sure to
organize some dedicated promotional activity, both internally and externally.