digital content strategy workshop series >>> · 2019. 3. 16. · digital content strategy...
TRANSCRIPT
DIGITAL CONTENT STRATEGY WORKSHOP SERIESCarrie Hawthorne ConsultingFair Trade Federation Conference
>>>
PART 2 PLANNING & CREATING
C A R R I E H A W T H O R N E C O N S U L T I N G Digital marketing + communications consulting A few clients: Peace Coffee, Emerson Collective, DFS Lab, Forterra,The Brewing Lair, KEXP
E D U C A T I O NMaster of Communication in Digital Media, University of Washington, 2018. UX Design Certification, Nielsen Norman Group, 2016.
P A S T E X P E R I E N C EForterra, Global Mamas, Partners for Just Trade, Green America, Fair Trade Federation, Peace Corps Guatemala
ABOUT ME >>>
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
CONTENT STRATEGY FRAMEWORK >>>1. Analyze
+ Research
2. Plan
3. Create4. Measure
5. Manage
• Competitive analysis
• Content audit
• Web analytics
• Stakeholder interviews
• Customer data
• Social media insights
• Customer service insights
A N A L Y S I S T O O L S
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
1. Analyze +
Research
2. Plan
3. Create4. Measure
5. Manage
• Web + social analytics
• Surveys
• Field studies
• Usability tests
• Guerrilla testing
• User groups
• Personas
• Journey Maps
R E S E A R C H T O O L S
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
CONTENT STRATEGY FRAMEWORK >>>
1. Analyze +
Research
2. Plan
3. Create4. Measure
5. Manage
P L A N N I N G T O O L S
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
PLANNING >>>
• Gap analysis
• Brand basics
• We are…we are not
• Voice and tone
• Style guidelines
GAP ANALYSIS >>>
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
• A method for determining where you
content/experience falls short.
• You can turn data and observations
into actionable recommendations
W H A T I S I T ?
W H Y U S E I T ?
GAP ANALYSIS >>>
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
• People spend less than 1 minute on our
product page and it has a high bounce rate.
• The page is not telling a story, it only offers
facts and data without any human element
• Users in our survey told us producer
information is very important to them
S A M P L E
GAP ANALYSIS >>>
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
• Web page:
• User group (target audience):
• Page Goal:
• Audience Goal:
• Observations (analytics + what’s missing):
• Recommendations:
• Summarize: If we do _____, we should expect ______
T R Y I T !
1. Analyze +
Research
2. Plan
3. Create4. Measure
5. Manage
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
PLANNING >>>P L A N N I N G T O O L S
• Gap analysis
• Brand basics
• We are…we are not
• Voice and tone
• Style guidelines
WE ARE…WE ARE NOT >>>
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
• 4-10 opposing adjectives that define your brand
• Helps define brand personality
• Gives people guidance for how to write messaging
• Aligns stakeholders
W H A T I S I T ?
W H Y U S E I T ?
WE ARE…WE ARE NOT >>>
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
• We are professional
• We are positive
• We are informed
• We are in it for the long-haul
• We are community oriented
• We are fun
E X A M P L E
• We are not stiff
• We are not unrealistic
• We are not know-it-alls
• We are not trendy
• We are not exclusive
• We are not goofy
1. Analyze +
Research
2. Plan
3. Create4. Measure
5. Manage
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
PLANNING >>>P L A N N I N G T O O L S
• Gap analysis
• Brand basics
• We are…we are not
• Voice and tone
• Style guidelines
VOICE + TONE >>>
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
• The personality of your organization
• Fixed – doesn’t change based on who you’re addressing
V O I C E
• Based on your voice but will change based on target audience, platform, situation
• Dynamic
T O N E
F U R T H E R L E A R N I N G• 5 Easy Exercises to Find Your Brand's Voice, Entrepreneur
1. Analyze +
Research
2. Plan
3. Create4. Measure
5. Manage
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
PLANNING >>>P L A N N I N G T O O L S
• Gap analysis
• Brand basics
• We are…we are not
• Voice and tone
• Style guidelines
STYLE GUIDELINES >>>
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
• Consistency and clear guidelines for writers
• Important when you have a large group of contributors or high turnover in
marketing and communications positions
W H Y T O H A V E T H E M
• A document that outlines how your content is written
W H A T A R E T H E Y ?
• Mailchimp Style Guide
• Avvo
R E S O U R C E S
STYLE GUIDELINES >>>
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
• Mission and values
• Reason for having guidelines
• Objectives of creating content and
you business goals
• Voice and tone
• Who are the various audiences you
create content for
I T E M S T O C O N S I D E R I N C L U D I N G• What the platforms you use are and how
tone may vary according to platform
• Words not to use/tricky words
• Formatting examples
1. Analyze +
Research
2. Plan
3. Create4. Measure
5. Manage
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
CREATING >>>C O N T E N T C R E A T I O N T O O L S
• SEO keyword research
• Message hierarchy
• Key messaging
• Core model
• Channel + distribution strategy
• SEO implementation
High-quality web content that's useful, usable, and enjoyable is one of the greatest competitive advantages you can create for yourself online.
― Kristina Halvorson, Brain Traffic
1 . C O N T E X T U A L – Right content, right time.
2 . R E S P O N S I V E – Works across all breakpoints, platforms, and devices.
3 . I M M E R S I V E / E X P E R I E N T I A L – Submerges the user in experience, draws on an emotion.
4 . O R I G I N A L – It’s unique to you and can’t be found elsewhere on the web.
5 . R E U S A B L E / S T R U C T U R E D – It’s structured and can be reused by you to meet different needs.
6 . S H A R E A B L E – Engaging content that creates brand ambassadors and evangelists.
7. U S E F U L / R E L E V A N T – Meets the user’s need. Has a specific goal and meets that goal.
GOOD CONTENT IS… >>>
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
Source: 2015 Content Marketing Benchmarks, Budgets, and Trends: .i-scoop.eu/content-marketing/marketing-goals-connected-role-content-marketing/
WHY ARE YOU CREATING CONTENT? >>>
Marketing Profs 2018 B2B and B2C Content Marketing Benchmarks, Budgets and TrendsF U R T H E R L E A R N I N G
@ S E A H A W T H O R N E # F T F W E S T M I N S T E RSource: Hubspot, 2015
4.5Xmore leads than companies that published
0-4 monthly posts.
Companies that published 16+ blog posts per month got about
C O N T E N T M A R K E T I N G G O A L S1. Traffic2. Awareness3. Reach
T O O L S Blogs, search engine marketing, search engine optimization, paid ads, media buys, social media, email
# 1 C O N C E R N How can we cut through this noise to get our message heard?
CONTENT NUANCES >>>C O N T E N T S T R A T E G Y G O A L S
1. Engagement2. Task completion3. Retention
T O O L S Website
# 1 C O N C E R N How do we help the user complete the task they came here to do?
1. Analyze +
Research
2. Plan
3. Create4. Measure
5. Manage
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
CREATING >>>C O N T E N T C R E A T I O N T O O L S
• SEO keyword research
• Message hierarchy
• Key messaging
• Core model
• Channel + distribution strategy
• SEO implementation
• Optimization
@ S E A H A W T H O R N E # F T F W E S T M I N S T E RSource: Vertical Measures
93%of all consumers use search prior to making a purchase
KEYWORDS >>>
• A website optimized for search engines "speaks the same language" as its potential
visitor base with keywords for SEO that help connect searchers to your site.
W H Y T H E Y ’ R E I M P O R T A N T
• Your SEO keywords are the key words and phrases in your web content that make it
possible for people to find your site via search engines.
W H A T A R E T H E Y ?
Source: Wordstream, wordstream.com/seo-keyword
F U R T H E R L E A R N I N G• Beginners guide to SEO: Keyword Research, Moz
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
LONGTAIL KEYWORDS >>>
• They’re easier to rank for.
• People who search by using long tail keywords are far more likely to become buyers
W H Y T H E Y ’ R E I M P O R T A N T
• They contain multiple keywords and often are used by people who are later in the
buying cycle who have more specific needs.
W H A T A R E T H E Y ?
Source: Wordstream, wordstream.com/seo-keyword
E X A M P L E• Keyword: Seattle bookstore Longtail: Seattle bookstore with good coffee
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
@ S E A H A W T H O R N E # F T F W E S T M I N S T E RSource: Wordstream, 2016
50%of searches contain 4 words or more
KEYWORD GENERATION >>>
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
• Common questions and your expertiseI N T E R N A L T O O L
Q U E S T I O N L O N G T A I L K E Y W O R D
How do you wash your fabric so it doesn’t bleed?
Tips for washing hand dyed fabric
Fair trade basket
K E Y W O R D P H R A S E
1 V A R I A T I O N 2 V A R I A T I O N 3 V A R I A T I O N
Fair trade basket from Kenya
African hand woven baskets
Handmade baskets from africa
KEYWORD GENERATION >>>• Moz Keyword Explorer, several free searches a month. Free trial or $160/month
E X T E R N A L T O O L
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
E X E R C I S E
KEYWORD GENERATION >>>
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
• Keywordtool.ioE X T E R N A L T O O L
KEYWORD GENERATION >>>
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
answerthepublic.comE X T E R N A L T O O L
KEYWORD GENERATION >>>C H E A P + F A S T T O O L S
KEYWORD GENERATION >>>C H E A P + F A S T T O O L S
1. Analyze +
Research
2. Plan
3. Create4. Measure
5. Manage
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
CREATING >>>C O N T E N T C R E A T I O N T O O L S
• SEO keyword research
• Message hierarchy
• Key messaging
• Core model
• Channel + distribution strategy
• SEO implementation
• Optimization
MESSAGING HIERARCHY >>>
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
• Enables you to focus your content on the things that matter
• Helps guide the user through the website
• Helps user find what they’re looking for quickly
W H Y I T ’ S I M P O R T A N T
• Positioning of messages to create prominence of message importance for the
reader/user that support both the user and business needs
W H A T I S I T ?
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
MESSAGING HIERARCHY >>>
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
• Most important thing you want the user to learn
• What you want people to do after they understand your message
• Explain and support primary message
• The data and hard facts which support your assertions
P R I M A R Y M E S S A G E
C A L L S T O A C T I O N
S E C O N D A R Y M E S S A G E S
D E T A I L S
1. Analyze +
Research
2. Plan
3. Create4. Measure
5. Manage
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
CREATING >>>C O N T E N T C R E A T I O N T O O L S
• SEO keyword research
• Message hierarchy
• Key messaging
• Core model
• Channel + distribution strategy
• SEO implementation
• Optimization
KEY MESSAGING >>>
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
T Y P E J O BTaglines To give one succinct and memorable mission for the page
Calls to action To guide the user through the website by telling them what you want them to do
Confidence messaging To relieve user anxiety and make them feel good about buying
Urgency messaging To get them to buy now rather than later
Social proof To use the behaviors of others to justify a decision. People find it easier to make decisions if others have made the same one.
Pricing display To get the user to understand a good value/deal
Headlines and subheads Gives context to modules
KEY MESSAGING >>>
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
E X A M P L E S O F T A G L I N E S
KEY MESSAGING >>>
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
E X A M P L E S O F C A L L S T O A C T I O N
KEY MESSAGING >>>
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
E X A M P L E S O F C O N F I D E N C E M E S S A G I N G
• Value propositions – why buy with us
• This is easy
• You did great
• Recommended (user or company recommended)
• Customer support messaging
KEY MESSAGING >>>
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
E X A M P L E S O F U R G E N C Y
• Only X left
• Limited time only
• Selling out/selling fast
• X% already sold
• Show them what they already missed out on
KEY MESSAGING >>>
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
E X A M P L E S O F S O C I A L P R O O F
• X people have bought this in the past X time
• X people are looking at this/considering this item
• X people liked this
• X people recommend this
• Testimonials
• Reviews
KEY MESSAGING >>>
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
E X A M P L E S O F P R I C I N G D I S P L A Y
• Strike through
• Pricing comparisons
• Value messaging
• 3-choice model
KEY MESSAGING >>>
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
E X A M P L E S O F H E A D L I N E S + S U B H E A D S
1. Analyze +
Research
2. Plan
3. Create4. Measure
5. Manage
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
CREATING >>>C O N T E N T C R E A T I O N T O O L S
• SEO keyword research
• Message hierarchy
• Key messaging
• Core model
• Channel + distribution strategy
• SEO implementation
• Optimization
CORE MODELING >>>
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
• Ensure content on page fulfills business goals
and user needs
• Reminds you that every page should be
considered the homepage
W H Y I T ’ S I M P O R T A N T
• Focuses web design on core tasks users need to
accomplish by identifying elements to emphasize
on that page.
W H A T I S I T ?
CORE MODELING >>>
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
CORE MODELING >>>
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
S A M P L ETarget audience + goalParent of failing student who needs a tutor for kid
• Thinking: Hope this company can help my kid• Feeling: Anxious and stressed out• Doing: Looking for info to feel confident in your services
Business goalConvert visitor to new clientSourceWeb search or friend recommendationKeywordElementary tutoring service in Bellingham
CORE MODELING >>>
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
1. Logo2. Header image3. Heading4. Subhead5. Services process visualization +
explanation (3 easy steps)
6. Supporting services information• What we do• How we work• Is HLS right for me?
7. Our impact8. Parent Testimonials9. CTA 1: Call us today10. CTA 2: Learn more about us
S A M P L E C O N T I N U E DCore Content
Link to template: carriehawthorne.com/resources
1. Analyze +
Research
2. Plan
3. Create4. Measure
5. Manage
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
CREATING >>>C O N T E N T C R E A T I O N T O O L S
• SEO keyword research
• Message hierarchy
• Key messaging
• Core model
• Channel + distribution strategy
• SEO implementation
• Optimization
CHANNEL + DISTRIBUTION STRATEGY >>>
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
Q U E S T I O N S T O A S K
• Will you create one source and publish it to all channels?
• Will you create one source and publish pieces of it to different channels?
• Will you create separate content for each channel?
CHANNEL + DISTRIBUTION STRATEGY >>>
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
• Will you create one source and publish it to all channels?
• Will you create one source and publish pieces of it to different channels?
• Will you create separate content for each channel?
CHANNEL JOB CONTENT ELEMENTS TONE UPDATE VELOCITY
Website To get the user to convert
Product description, testimonials, contact info, blog
Informative, helpful Monthly
Email To get the user to return to the site Events and offers Engaging, pithy Weekly
BlogTo keep the user engaged with the brand
Producer stories, sustainability
Funny, personal, anecdotal Weekly
Facebook To notify the user about events Photos, events Playful Daily
Twitter To link the user back to the site
Events, link to blog posts Short and sweet Twice daily
S A M P L E
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
S A M P L E
1. Analyze +
Research
2. Plan
3. Create4. Measure
5. Manage
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
CREATING >>>C O N T E N T C R E A T I O N T O O L S
• SEO keyword research
• Message hierarchy
• Key messaging
• Core model
• Channel + distribution strategy
• SEO implementation
• Optimization
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
1. Select a keywordDo not duplicate keywords on websiteEx. large blue ceramic gardening pot
2. Incorporate keyword into copy
3. Create headings that include the keywordInclude the keyword in your H1 heading. If you don’t have H1 on your page, include it in H2. Only have one H1 heading per page.
4. Name your image files according to keywordInclude the keywords in the file names of .png or .jpg files on the page. Ex: large_blue_ ceramic_ gardening_pot.jpg
SEO IMPLEMENTATION >>>S E O C H E C K L I S T
5. Add alt textAdd alt text once you’ve uploaded your image to the CMS that is descriptive but if possible includes the keywordEx: Picture of large blue ceramic gardening pot
6. Include keyword in Page TitleThe first part is dedicated to the keyword with a | separating the two sections. Last part can be your company name.Ex: Blue Ceramic Pots and Planters| Company Name
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
7. Write meta descriptionWrite a short description of the page that includes the keywords and helps the page pop in a page of search engine results or on social media. Should end with a call to action. This technically does not improve your search ranking but it can help attract people to choose your site over another
8. Include keyword in URLSimilar to the alt tag naming, include the keyword into the URL/title of the page. Example: yoururl.com/shop/large-blue-ceramic-gardening-pot
SEO IMPLEMENTATION >>>S E O C H E C K L I S T C O N T I N U E D
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
SEO IMPLEMENTATION >>>1
23
1 Page Title
URL
Meta Description
2
3
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
SEO IMPLEMENTATION >>>S E O M A N A G E M E N T T E M P L A T E• Use the Screaming Frog report as a starting point to build your SEO from
• Copy and paste report into first tab of report
• Review content in SEO Management tab and begin to edit from there
SEO Management template: carriehawthorne.com/resources
1. Analyze +
Research
2. Plan
3. Create4. Measure
5. Manage
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
CREATING >>>C O N T E N T C R E A T I O N T O O L S
• SEO keyword research
• Message hierarchy
• Key messaging
• Core model
• Channel + distribution strategy
• SEO implementation
• Optimization
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
OPTIMIZATION >>>• Unintentional duplicate content
• Page load times
• Poor HTML (title tags, broken links)
• Poorly optimized images and videos
• Bad inbound links/not enough
• Thin content
• Not mobile friendly
C O M M O N P R O B L E M S
@ S E A H A W T H O R N E # F T F W E S T M I N S T E R
OPTIMIZATION >>> Internal links
External links
Mobile responsiveness
Fast page load
Compressed images
Schema markup/rich snippets
A D D I T I O N A L I T E M S T O P A Y A T T E N T I O N T O
Open graph, Twitter cards, Pinterest rich
pins
Digestible copy
Bulleted and/or numbered lists
Font formatting/headings
Short paragraphs (250 words or less)
@ S E A H A W T H O R N E # F T F W E S T M I N S T E RSource: Search Engine Journal, 2017
53%of people abandon a mobile site that takes
3 seconds or more to load
Google: Test your mobile speed
QUESTIONS?
NEED HELP?I know a pretty cool consultant who loves to support kickass companies like yours.
>>>Carrie [email protected]