#ContentABC!

marketing toolkit!

@kingstonville      www.kingstonville.com    

•  It’s  all  about  ‘Content’  –  but  hasn’t  it  always  been  about  ‘Content’?    

•  What’s  the  big  difference?  – ShiA  from  push  to  on-­‐demand  •  Have  interesFng  stuff  that  will  get  noFced  

– Adding  value  at  the  point  of  communicaFng  •  Your  audience  is  sampling  your  brand  through  content  

– Engaging  vs  Informing  •  It’s  about  involving  your  audience  in  your  business  

Content Marketing!

MarkeFng  Toolkit  

Content Building!

A!

B!

C!

Be  Authen)c    -­‐  start  and  end  with  the  truth  

Be  Brief  

 -­‐  develop  ‘bite-­‐sized’  porFons  

Be  Crea)ve  

 -­‐  find  new  ways  engage  your  audience    

When  developing  your  content  markeFng  strategy  –  keep  in  mind  the  ABC’s  of  Content  

 

MarkeFng  Toolkit  

Content Map!

Ideas!

Media!

Timing!

To  develop  your  content  strategy,  start  here  

  •  Trends/Issues/Current  Affairs  •  Usage  occasions  •  Brand  Personality/Community  

•  Social  Media  (eg.  TwiTer/Facebook/Instagram)  •  Blogs/Video  Blogs/Podcasts  •  Electronic  Magazines/Webinars  •  Gaming  Apps/Product  Apps  

•  Programmed  Hourly/Daily/Weekly/Monthly  

•  Seasonal/Special  Occasion  •  Event  Driven  (eg.  Weather/Sports/News)  

MarkeFng  Toolkit  

Checklist!

q   Set  up  on-­‐line  content  distribuFon  channels  q   Assign  resources  for  content  management  q   Create  a  content  markeFng  plan/budget  q   Develop  content  markeFng  guidelines  to  address  legal,  ethical,  confidenFality  issues.  

q   Set  up  monitoring/controls  (using  technology  or  by  assigning  this  responsibility)  

q   Develop  reporFng  template  –  focus  on  key  metrics  to  review  on  a  regular  basis  

MarkeFng  Toolkit