an introduction to content strategy | nevin thompson

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Content strategy is all about choosing the appropriate content tool according to whomever you are trying to reach. Implementing a strategy helps increase efficiency and scalability, as well as increased ROI. About Nevin Thompson http://ca.linkedin.com/in/nevinthompson Short: My work is digital marketing, and my craft is persuasive writing. Long: I deliver measurable value and results, month over month, as a pragmatic "performance marketer" at one of Canada's premier integrated Search Marketing agencies. Practice areas / subject matter expertise: - Permission-based email engagement marketing and CASL compliance - Engagement and content marketing for full-service legal firms - Complementary healthcare & personal injury law - REIT's (Canada) and commercial real estate marketing - Software (B2C and B2B) - Luxury tourism in the Caribbean Markets: US, Japan, Korea, Australia & NZ, Singapore, Caribbean, Canada, BC

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Page 1: An Introduction to Content Strategy | Nevin Thompson

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Page 2: An Introduction to Content Strategy | Nevin Thompson

http://ca.linkedin.com/in/nevinthompson

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http://www.kaushik.net/avinash/see‐think‐do‐content‐marketing‐measurement‐business‐framework/

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Notes:http://www.copyblogger.com/master‐storytelling

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Notes:http://www.curata.com/blog/content‐marketing‐tools‐ultimate‐list/

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Page 7: An Introduction to Content Strategy | Nevin Thompson

Research into infographics can be used to create multiple blog posts, and vice versa

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Infographics can be “marketed” around the Internet. An infographic we created and posted to Flickr and other forums became one of the top results for “Phamera” just as Samsung was launching a new Android point‐and‐shoot camera.

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Once again:• Blogs provide the engine that powers your email strategy• Blogs and engaging online content make it “quick and easy” to send out 

newsletter campaigns• This is important, because when creating content, scaling up is hard to do and 

your time is valuable

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Page 10: An Introduction to Content Strategy | Nevin Thompson

Notes:

“Email only works for people who understand the pure essence of permission marketing.”

“Social was never meant to be a conversion driving channel.”Taken from:https://www.linkedin.com/pulse/article/20140218163539‐2434720‐email‐still‐rocks‐social‐surprisingly‐stinks 

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Page 11: An Introduction to Content Strategy | Nevin Thompson

Notes:‐ “Permission‐based marketing” (aka email marketing) is a great way to connect with an engaged audience.‐ Send traffic to your site, measure what works, and what doesn’t.‐ Unless you are a giant ecommerce site, it’s important to avoid selling too much, and instead use quality content as a longterm investment to bring people to your site again and again.

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Page 12: An Introduction to Content Strategy | Nevin Thompson

Notes:We posted a link to our infographic (hosted in a blog post) on a Subreddit devoted to job searchers.We got a ton of traffic:

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Page 13: An Introduction to Content Strategy | Nevin Thompson

Notes:We posted a link to our infographic (hosted in a blog post) on a Subreddit devoted to job searchers.We got a ton of traffic:

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Page 14: An Introduction to Content Strategy | Nevin Thompson

Within one week it became the #3 referrer in terms of organic, non‐paid visits (that's compared to all visits for the previous 30 days (see screenshot below):

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Volume of “Visits” might be important, but also look at behavior.Jobbank.gc.ca, while #4, had the lowest “bounce rate”, the highest number of pages

These metrics not only measure engagement and behavior, but also are “signals” Google uses to determine Search ranking.

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Noteshttp://moz.com/blog/social‐engagement‐metrics‐that‐matter 

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http://mashable.com/2014/08/21/pr‐vanity‐metrics/

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