models for scalable content strategy
TRANSCRIPT
Scalable Models For Content Strategy And Marketing
October 2016@meaningmeasure Misty Weaver
@meaningmeasure
AgendaVocab – DiscussModel – DiscussExercise
Content Strategy
Ingram, Richard (2010) http://www.richardingram.co.uk/2010/08/approaches-to-web-content-strategy/ (Links to an external site.)
Content Strategy is a Process
Provide the right content, for the right people, in the right place, at the right time.
Meghan Casey http://uxmag.com/articles/get-your-content-strategy-out-of-the-drawer-with-governance
From Content Strategy for the Web by Kristina Halvorson
“Useful, usable content is a process, not a product.”
http://contentstrategy.com/
http://contentstrategy.com/
“It needs people who are responsible for ongoing, editorial oversight. Set standards to inform changes and inspire growth.”
Business + AudienceResources
= Plan
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Where does content come in?
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Take the high quality content challenge
Gathercontent.com
Tactic: Content Marketing
http://contentmarketinginstitute.com/plan/
3E6699How do we work together?
C-suite
Marketing• PR• Email• Social Media• Video
EditorialSEM / ITUX / Dev
Different perceptions
ConsequencesNo search rank
Can only send people to home page
There’s no editorial plan
Silos don’t share@meaningmeasure
Audience
Customer
User
Action Recipient
Reach Audience
Engage User
Serve Customer
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Content needs a shared purpose
Image: http://iboxseo.org/2014/03/03/how-to-use-aida-principles-to-revitalize-your-content/
Image: http://www.outboundengine.com/blog/using-email-marketing-to-increase-referral-business/
different goalsdifferent tools
different models
We’re gonna need a lot of hats
And we want them to fit
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Purpose helps us work together
Image: http://iboxseo.org/2014/03/03/how-to-use-aida-principles-to-revitalize-your-content/
http://bit.ly/1JwQwm2
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Informative, useful content makes you visible
Good, easy to find answers make you credible
Meaning is differential
Be seen where your audience is
Be relevant to your audience
Add value through knowledge
Oh, the journeys they’ll make
Coverage and Connection
Educate
Answer
Inform
Themes
Evergreen
Promotion
3E6699Find your ratio
Misty Weaver
@meaningmeasure