Content Strategy: And how to suck less at it
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Here's the truth, the majority of marketers FAILat content marketing. Don't believe us, data shows the overwhelming amount of companies openly admit that their content marketing is not meeting their expectations. Our presentation shares content marketing "do's" and "don'ts" and how content strategy is the foundation for successful content marketing.
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Content Strategy: And how to suck less at it
- 1. And how to suck less at it.
- 2. Today’s Presenters Taylor Pettis Chrissi Reimer Sr. Marketing Manager @tpettis linkd.in/1dsZJAa Kristin Boeser Content Strategist @chrissireimer Sr. Strategist, Content @kristinb39
- 3. 9 OUT OF 10 BUSINESSES ARE ‘DOING’ CONTENT MARKETING BUT, THEIR SUCCESS RATE IS ONLY ABOUT 30%
- 8. AGEN-DO Definitions • What is content? • Why is content important? • What is content strategy? • What is content marketing? Myths Getting Started Measuring Success
- 23. “A content strategist is like a business analyst for your content. We look at how content is currently helping (or hindering) your business and develop a strategy to make it work better.” Sally Bagshaw, Founder, Brisbane Content Strategy Group and Snappy Sentences
- 25. “… Create valuable, compelling and relevant content on a consistent basis and build an audience over that time in order to see some profitable customer action.” Joe Pulizzi, Founder, Content Marketing Institute
- 26. Should I focus on content strategy or content marketing?
- 27. Content Strategy Content Marketing PLANS For the creation, publication and governance of content EXECUTES To attract, engage and convert using content
- 28. Content Strategy Content Marketing MANAGES Business assets PRODUCES Profitable actions
- 29. Content Strategy Content Marketing GUIDES Relevant messages DELIVERS In the right place and time
- 30. Content Strategy Content Marketing
- 36. Source: Forrester Wave™ survey via AdAge, Is It Content or Is It Advertising?
- 40. ?
- 48. +
- 49. +
- 55. Where do I start?
- 59. How will I know if I’m successful?
- 62. Map elements to measurable metrics.
- 64. REVIEW
Editor's Notes
- What the heck are they doing and why the heck are they doing it????? *Success in this instance is however it is defined by the survey participant.* Source – Content Marketing Institute’s annual research
- I ‘do’ coffee pouring, but I only have about a 30% success rate.
- I ‘do’ taxes, but I only have about a 30% success rate.
- I ‘do’ firefighting, but I only have about a 30% success rate.
- Let’s lay the groundwork of some shared understanding. Content is the heart of what we do as marketers; we talk to our customers, our clients, and our readers, and what we say to them—regardless of what form it takes—is our content. -- Moz Is Content King or Queen – or does Context reign? Is Distribution, Marketing, Usability or SEO the Queen?
- Content is just like a blog right? Well, it can be… but so can every word you read on a website and every picture you see…
- Content is an email newsletter right?… it could be, but it’s also be every email you receive.
- It could be a video on your website, or on youtube, or on vimeo…
- … or a tweet
- Content is anything you produce that communicates a message to the end user. Even this webinar is content! Content isn't 'stuff we write to rank higher' or 'infographics' or 'long-form articles.' Content is anything that communicates a message to the audience. Anything. — Ian Lurie, CEO, Portent, Inc.
- Ok, duh, not rocket science… but also not why I’m here.
- Content is the way your business communicates with your customers.
- … and communication is key to every successful relationship.
- Your customer is being inundated with tons of information from tons of businesses. Gone are the days of information scarcity. It is HARD to make a decision – and hard to cut through the clutter. You’ve also probably heard that most people now have the average attention span of a goldfish… So how can you win? You need crazy focus.
- Great content is content that is created to solve your customer’s problem. The better and more relevant the content, the happier the customer, and the happier the customer the more likely they’ll be to make a decision, and one that is favorable to your business ---- spend money at your business.
- Are Content Strategy and Content Marketing the same thing? Clear definitions and smart collaboration help everyone in your organization speak the same language to more effectively perform, source or sell these services; measure and optimize efforts; and structure teams and staff them well.
- This is how you find your crazy focus. ’if you fail to plan, you fail to plan’ – this is how you lay the groundwork for content marketing success. Planning for the creation, delivery, and governance of useful, usable content. -Kristina Halvorson
- Keep in mind that what makes a customer action profitable depends on the strategy – it doesn’t always mean dollars. Aaaaand we’ve made it full circle!
- So, spoiler alert, BOTH. Sometimes it helps to (over?) simplify. Here’s your cheat sheet.
- Content isn’t a project that you set and forget. It’s a product. And it’s created, and maintained, with a purpose. Otherwise it ROTs. (Redundant, Outdated, Trivial) Real Estate agents mailing recipe cards example
- Doesn’t do any good to aim… aim... Aim... You need to fire.
- Content Strategy: Have something to say --- know what your audience is ordering Content Marketing: Say it --- deliver it (and – results!)
- Ok, I think I get. Now what?
- Myths to debunk
- Myth #1: Is this just another marketing trend?
- CM: marketers charged with innovation, speed, and results – more execution focused; low hanging fruit CS: perception it takes longer, is more expensive, etc. – long game
- Peak of Inflated Expectations: Early publicity produces a number of success stories — often accompanied by scores of failures. Some companies take action; many do not. Trough of Disillusionment: Interest wanes as experiments and implementations fail to deliver. Producers of the technology shake out or fail. Investments continue only if the surviving providers improve their products to the satisfaction of early adopters. Slope of Enlightenment: More instances of how the technology can benefit the enterprise start to crystallize and become more widely understood. Content Marketing is rumored to be sliding out of the peak of inflated expectations (look, shiny objects!) and into the trough of disillusionment, as Joe Pulizzi, Founder of the Content Marketing Institute assesses. Looks like it’s about to become survival of the fittest in the marketing realm. Clear definitions and smart collaboration help everyone in your organization speak the same language to more effectively perform, source or sell these services; measure and optimize efforts; and structure teams and staff them well. Can’t just say you’re ‘doing it’ Pulizzi highlights two reasons for this disparity: Lack of strategy (ß AHA, now that’s a problem you can work with!) Brands using content the same way they use advertising Source: AdAge, Is It Content or Is It Advertising?
- 90% of respondents plan to increase Content Marketing budgets (more than half of these plan to do so by 20% or more!) The 10% planning to decrease content marketing budgets shrunk from the 23% who planned to make cuts in 2013.
- Myth #1: Is this just another marketing trend?
- Myth #2: you’ll want us to make 15 videos and start a blog, right?
- Remember this? Content strategy should start by evaluating what you currently have and determining if it’s any good. Start with a content inventory/audit. Who is your audience & what is their buying process. Does your content map to it? Does it satisfy target audience needs? Does it address various needs throughout the buying cycle? Is it quality? Does it get any traffic? Is it shared often?
- Who is your audience & what is their buying process. Does your content map to it?
- What do you have?
- What should be phased out?
- What should be revamped? Optimization & continuous improvement – what can you be testing and optimizing to get better results vs creating new content.
- What needs to be created?
- The ‘right criteria’ depend on your project and goals. This is a great starting place. An excellent repository of criteria is: http://understandinggroup.com/learn/posters/ia-heuristics-checklist/ Is what you offer findable, accessible, clear, communicative, useful, credible, controllable, valuable, learnable and delightful? Heuristics provide a shared language of critique and measurable principles that help you prepare to succeed with users, both in research and out in the wild.
- Myth #2: you’ll want us to make 15 videos and start a blog, right?
- Myth #3: Content strategy seems expensive. Here’s a little analogy…
- Myth #4: Content strategy seems expensive. If you fail to develop a content strategy you’ll find yourself trying to feed a five year old a steak…
- Myth #4: Content strategy seems expensive. …when what they really wanted was a grilled cheese…
- Myth #4: Content strategy seems expensive. …You spent a lot of time and money investing in something that is just going to sit out there on a plate and get cold….
- Myth #4: Content strategy seems expensive. …while your customer will go elsewhere to find what they’re looking for… Investing in a content strategy helps prevent a lot of wasted time, effort, and MONEY. Knowing who your customers are and what they want, need, and prefer will help you spend your time, effort, and MONEY wisely.
- Myth #4: Content strategy seems expensive. We do this by developing customer journey maps Map #2 is distilled version - actionable
- Cool! …
- Where do I start?
- Reference What, Why, How slide from methodology deck – hit highlights in Q&A format ‘you can’t love others unless you love yourself first’
- It’s not rocket science, but it is necessary. There are about a zillion resources out there.. Including this book! Other favorites; Epic list of content strategy resources – Jonathon Colman (UX content strategist at Facebook) Books – Journals – Blogs – Articles – Events – Forums Blog posts from Three Deep to help get started on measurement models and audience understanding following this session.
- Awesome, I think I can do this. BUT, ultimately I have a boss to report to…
- How do I prove that I made an awesome/ brilliant/ heroic move by investing in content strategy?
- Here’s a tool from the Toolkit in action
- When you stop to think about why you’re doing something it will help align teams and provide clarity from the very beginning. (or squish irrelevant ideas – a good content strategy makes it easy to say no) working with them / sweet-talking their egos and hearts with gentle encouragement, to identify why the site / campaign / digital marketing invitiative exists
- I can do that! …. Or more realistically, someone on my team can do that!
- Content marketing will fail without a content strategy Producing content without a content strategy wastes TIME & MONEY Before you start, identify your goals & objectives, audience, and user journey Always measure your results to show your boss you’re a hero and learn from your efforts.