content strategy, information that works
DESCRIPTION
Content is incredibly important to your business. It’s what attracts customers and retains their attention; it transforms leads into sales and ultimately ensures your success or failure as a business of influence. But are you managing your online content effectively? From tweeting and status updates to blogging and article posting, as well as the regular refresh of your static website copy, • Do you commit to producing the kind of content that engages prospects and customers? • Are you able to produce enough of it to satisfy the growing demands of your online distribution channels? • And do you know what return you are making on the investment of time, energy and finance that goes into your content creation and marketing? This presentation will show you how to make content your ally, in order to innovate your market, capture the imagination of your audience and impact positively on the performance of your brand.TRANSCRIPT
Content strategy information that works
Presented by: Sarah Russell, 3ivision
What’s new is:
How we choose to use it,
The tools that help us create and distribute it and
The stories we decide to tell.
(Credit: smallbiztrends.com - Content marketing: use your voice)
Content, In and Of Itself, is Old as Dirt
(Credit: Blueglass.com – Content Marketing Explosion)
Content commitmentDo you commit to producing the kind of content that engages
prospects and customers?
What do they care about?
1. Listen & learn
1. Produce solutions based content
1. Add value to the conversation
“ Fundamentally, it’s not just about content. It’s about
identity, relationships and content. ”
- Amit Singhal, Google Fellow
Re-condition your thinking
From To
Advertising Communication
Broadcasting Publishing
‘We’ Brand culture ‘You’ Brand culture
It’s not about you or your products & services. It’s about
them – what do they care about?
Reframe the Conversation
Educational, informative or entertaining content
Audience-first approach
More customers
More revenue
+ +=
50-60% valuable tips and quickly usable information
10-15% entertainment and/or “personality” content that forms an emotional connection with your reader.
10-15% weighty reference and higher-value content your readers will want to bookmark and return to.
5-15% content that builds relationships with other publishers, including news and links to other content.
5% “selling” content that leads to an affiliate promotion or to a sales sequence for your own product.
The Content Mix
(Credit: Sonia Simone, Co-founder and CMO of Copyblogger Media)
(Credit: Blueglass.com – Content Marketing Explosion)
Demands of distributing
Are you able to produce enough of it to satisfy the growing
demands of your online distribution channels?
How content ready are you?
1. Resources & budget
1. Workflow processes
1. Culture of content
Content investment
Do you know what return you are making on the
investment of time, energy and finance that goes into your
content creation and marketing?
Who governs, measures and improves your content?
1. Reach & influence
2. Frequency & Traffic
3. Conversations & Transactions
4. Sustainability
5. Sentiment
“ If people think you’re important, so will Google.
And how does Google know people think you’re important anyway?
Through people linking to you and sharing the content
you’ve produced. ”
- Brian Clark, Co-founder Copyblogger Media
(Credit: Smart Insights – Inbound Marketing)
“ The most enduring way to maximize those “sales” is this:
Keep your attention focused obsessively on
your customer. ”
- Sonia Simone, Co-founder and CMO of Copyblogger Media
Round up
• Give your content a purpose – Goals
• Commit to learning & problem solving – Publisher/ editor
• Meet the demands of distributing – be content ready
• Measure your investment in content – improve the content cycle
Connect with me
linkedin.com/in/sarahrussell3ivision
twitter.com/SR3ivision
gplus.cm/sr3ivision
Or the old fashioned way!
Email: [email protected]
Tel: 01752 25244307580073900