CONTENT STRATEGY WORKSHOP

Transcription

1 CONTENT STRATEGY WORKSHOP Implementing a Sound, Repeatable and Winning Digital Content Strategy Scott Schaper, Unravel

2 CONTENT STRATEGY WORKSHOP About Unravel

3 WORKSHOP PINK SLIDES Take a moment to reflect and write notes on that topic

4 WHAT IS A CONTENT STRATEGY?

5 WHAT IS A CONTENT STRATEGY? Creating and distributing valuable content to your target market

6 WHAT IS A CONTENT STRATEGY? Creating and distributing valuable content to your target market where ever they are. - Scott Schaper

7 Planning for the creation, aggregation, delivery, and useful governance of useful, usable, and appropriate content in an experience. Margot Bloomstein is the principal of Appropriate, Inc., a brand and content strategy consultancy based in Boston. A plan for adding unique, expert, and indexable content to your site on a regular basis. Mark O Brien, author of A Website that Works: How Marketing Agencies Can Create Business Generating Websites.

8 Content strategy encompasses the discovery, ideation, implementation and maintenance of all types of digital content links, tags, metadata, video, whatever. Robert Stribley Information Architect at Razorfish Kevin P. Nichols SapientNitro [] getting the right content to the right user at the right time. Kevin P. Nichols SapientNitro

9 Using words and data to create unambiguous content that supports meaningful, interactive experiences. Rachel Lovinger Content Strategy: The Philosophy of Data.

10 Create your own content mission, so you know what YOUR content strategy means to YOU and YOUR MARKET. - You Your Company

11 WORKSHOP What Info Have You Been Dying to Get Across to Your Market, Your Customers or Your Prospects?

12 WHY IMPLEMENT A CONTENT STRATEGY?

13 WHY IMPLEMENT A CONTENT STRATEGY? Search Engines Content!!!

14 WHY IMPLEMENT A CONTENT STRATEGY? Search Engines Content!!! Demonstrate Expertise Knowledge Sharing

15 WHY IMPLEMENT A CONTENT STRATEGY? Get Your EAT on. Expertise Authority Trustworthiness Google is Grading You!

16 WHY IMPLEMENT A CONTENT STRATEGY? Increase Brand Awareness Through Well-Timed Knowledge Transfer Brand Awareness happens when you consistently offer content that delivers value to the reader.

17 WHERE IS YOUR CONTENT STRATEGY?

18 WHERE IS YOUR CONTENT STRATEGY? On Domain Service Copy Blog, Blog, Blog

19 WHERE IS YOUR CONTENT STRATEGY? On Domain Service Copy Blog, Blog, Blog Off-Domain Social Channels Other Blogs

20 CONTENT PATH(s) Act Like a User How will your user find and interact with your content?

21 CONTENT USER PATH 1 Service Copy Blog Article

22 CONTENT USER PATH 2 Blog Article Linked In Search

23 BLOG ARTICLES / SERVICE COPY Blog Copy Service Copy

24 SOCIAL MEDIA PROMOTION Generate Buzz Generate Connections Educate Your Market Create Prospects

25 SOCIAL CONTENT START/END POINTS Blog Copy Service Copy

26 WORKSHOP How do your prospects OR how do you WANT your prospects to find You?

27 CALLS TO ACTION Tell Your Users Exactly What You Want or Expect Them to Do Now.

28 CALLS TO ACTION Schedule An Appointment Online Download this Whitepaper Create a New Quote Get Our Newsletter Stop In Monday for Our Holiday Sale

29 WORKSHOP What are your PRIMARY CALLS to ACTION?

30 CREATING CONTENT (The Good Stuff)

31 CONTENT CREATION Ideation Research Writing & Posting Sharing Measurement

32 CONTENT CREATION Every Article of Content Must: Be Unique

33 CONTENT CREATION Every Article of Content Must: Be Unique Be Authentic

34 CONTENT CREATION Every Article of Content Must: Be Unique Be Authentic Provide Value

35 CONTENT CREATION Every Article of Content Must: Be Unique Be Authentic Provide Value > Educate, Answer, Entertain

36 CONTENT CREATION Every Article of Content Must: Be Unique Be Authentic Provide Value > Educate, Answer, Entertain Be Actionable

37 CONTENT CREATION Every Article of Content Must: Be Unique Be Authentic Provide Value > Educate, Answer, Entertain Be Actionable Avoid Being Too Sales-y

38 IDEATION This the hardest part.

39 IDEATION Ideas to Get Inspired Behind the Scenes Process Checklists Negative Lists 3 Questions to Ask Why Does Check Your Sent Box Our Tools Sent Items Lists Funnies Stories Client S.O. s Reviews Legislation

40 IDEATION Give It Away + Transparency Client Successes Vendor Highlights Partner Selections Failures Operational Issues Struggler Process Issues

41 IDEATION Make Ideation: A Habit A Process Part of the Company Culture Easy

42 IDEATION Delegate Ideation to Various Departments Sales Customer Service

43 IDEATION Credible Content Requires Demonstration Case Studies / Press Releases Interviews / Data Analysis

44 WORKSHOP What ideas do you already have for content you really want to deliver?

45 RESEARCH This should be the easy part.

46 RESEARCH This should be the easy part. You are the expert. Right?

47 RESEARCH Talk to the staff and management

48 RESEARCH Talk to the staff and management Read related articles

49 RESEARCH Talk to the staff and management Read related articles Internal Documentation

50 RESEARCH Talk to the staff and management Read related articles Internal Documentation What s Important?

51 RESEARCH Talk to the staff and management Read related articles Internal Documentation What s Important? What s being searched?

52 RESEARCH Talk to the staff and management Read related articles Internal Documentation What s Important? What s being searched? What s being asked (or not asked)?

53 WRITING & POSTING I need you to write a 400-word essay by tomorrow.

54 WRITING & POSTING Blogs/Articles are Hyper-topical 1 Topic = 1 Article 1 Thought = 1 Paragraph

55 WRITING Medium Form ( Words) Standard blog article

56 WRITING Short Form (< 400 Words) Quick & to the Point

57 WRITING Long Form ( Words) Multi-part is OK (Post Series) In-Depth

58 WRITING Specialty Form Glossaries Directories Tips

59 WORKSHOP What content form(s) better suit your company, your ideas or your market?

60 POSTING Getting Your Content To the Public Optimize for Search Call To Action

61 POSTING How Often?

62 POSTING How Often? Pick a frequency that is sustainable starting with what you know and what ALREADY WORKS!

63 PAGE/BLOG SEO 1) Page Title The Basic 5 of SEO 2) URL 3) Headline(s) Key Phrase 4) Content Silo 5) Body Copy

64 how-to-house-train-your-new-puppy/ How Breeders House Train Their Own Puppies Puppy House Training - the Expert Way Content Silo: puppy-training Other Silos: blog breeds poodles about-kc-puppies

65 PAGE/BLOG SEO A Bit More Advanced SEO 1) Internal Outbound Links 2) Internal Inbound 3) Multi-Headline 4) Alt Tag Links and Images 5) Mobile Optimize

66 POSTING Create & Document a Posting Process Establish a Tone and Posture Tone your content by channel

67 POSTING PROCESS 1) Writing 2) Proofing 3) SEO 4) Draft 5) Approval 6) Release 7) Test / Measure

68 GET HELP Use your strengths Train for your shortcomings Outsource Some

69 WORKSHOP What strengths can you play to immediately? What are the holes that will require plugging?

70 SHARING Promote Your Content Facebook It Tweet It Link To It It

71 SHARING Promote Your Content Network It Talk About It Ask for the Share Ask for the Link

72 SHARING Live and Grow by Your List Own the List Curate the List Protect the List Respect the List Use the List

73 SHARING Live and Grow by Your List Syndicate your content by distributing it to people who want to read it.

74 MOBILE Ignore Mobile if You Want to Fail Google HAS IMPLEMENTED a mobile only index Your content MAY NOT even show up!

75 MOBILE Follow the AMP Protocol NOW Accelerated Mobile Project Wordpress Plugin / Talk to IT

76 SECURE YOUR DOMAIN Google is Preferring HTTPs

77 SPEAKING OF SEACH Yes, Google is King, But Facebook is a search engine Yelp is a search engine Twitter is search engine Channel Optimization and Specificity

78 WORKSHOP List Your Strongest Sharing Channels List the Sharing Channels You Need to Start Using

79 MEASUREMENT Analytics Google Analytics Piwik Clicky Pick one or 2

80 MEASUREMENT Google Analytics Piwik Clicky Pick one or 2

81 MEASUREMENT These will improve over time Organic Visits Pages/Session Session Duration Bounce Rate (should stabilize) New Users

82 IMPACT What s the Impact? Is it Effective? Keep Your Eyes and Ears Open

83 IMPACT Remarkable Content

84 IMPACT Remarkable Content

85 IMPACT Remarkable Content

86 IMPACT Remarkable Content (wait for it )

87 IMPACT Remarkable Content Gets Remarked On

88 IMPACT Remarks, Comments, Likes, Retweets, Conversations, Quotes, Natural (unsolicited) Links

89 IMPACT Remarks, Comments, Likes, Retweets, Conversations, Quotes, Natural (unsolicited) Links AND MORE IMPORTANTLY

90 IMPACT New Appointments Cash Checks (that clear) New Business New Prospects People Taking Notice

91 IMPACT Remarks, Comments, Likes, Retweets, Conversations, Quotes, Natural (unsolicited) Links

92 IMPACT Remarks, Comments, Likes, Retweets, Conversations, Quotes, Natural (unsolicited) Links

93 CONTENT STRATEGY WORKSHOP Scott Schaper