the 6 step guide to content strategy
TRANSCRIPT
The 6 step guide to content strategy Leveraging technology to avoid classic content marketing pitfalls.
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What is content strategy?
“The essence of strategy is choosing what not to do. ”
Michael E. Porter1
What is content strategy?
• Still relatively new discipline
• Least defined areas of digital
• Often overlooked
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Define content strategy?
Planning for:
– Creating content that the audience care about
– Distributing that content to them
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Define content strategy?Market
Is your audience well defined?
Has the organisation specified the most appropriate method of reaching that audience?
Is the content relevant to this specific audience?
Is the audience expansive enough to justify the work of creating the content in question?
Message
Is the central message within the content clear?
Does the message appeal to the audience?
Is the audience receptive to the message?
Do the audience really need the content; is there a demand for this content?
Media
Has the been created in a way the best appeals to the audience (ie. is it PDF, Twitter, Facebook, a web page, an infographic or video?)
Is the platform on which the content resides, the best platform?
Measure
Is the content being monitored?
Is this content being widely utilised?
Does this content fulfill the requirements of a very small audience? If not, is this content completely necessary?
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Ingredients
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Distributing:
• Channels
• Posting schedule
• Management
• Touch points
• Journeys
Creating:
• Themes and Messages
• Topics
• Tone
• Format
• Purpose
• Resourcing
Ingredients
Creating:
• Themes and messages
• Topics
• Tone
• Format
• Purpose
• Resourcing
What are we saying?
How are we saying it?
Why are we saying it?
Who’s saying it?
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Ingredients
Distributing:
• Channels
• Management
• Posting schedule
• Touch points
• Journeys
Where are we conversing ?
How often are we conversing ?
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Simple strategy
“Be Useful”
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Users at the heart
User-centered design means understanding what your
users need, how they think, and how they behave – and
incorporating that understanding into every aspect of your process.
Jesse James Garrett
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Age of the customer
• Audit and analysis – what do
we currently show users?
• Where are the gaps, failings,
opportunities?
• Think about what the user
wants to see, not what you
want to show them
• A genuine cultural
understanding
• Ethnographic approach
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Strategy Creation
• Don’t assume positive outcomes
• Behavior change is tough
• Participation can be more effective than creation
• Research and knowledge of the digital landscape
allow the answers to crystalise
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Strategy Creation
• A shift in thinking
• A publishers mindset
• Subtle changes make a big
difference
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Being digitally relevant
“Computing is not about computers any more. It is
about living.”
Nicholas Negroponte3
Being digitally relevant
• Understand the context
the content is being
viewed in
• Don’t close too early
• Helpful, relevant, timely,
easy to consume, and in
the right place
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Those are the ambitions - how do we make it
happen…
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Technology
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Enabling the strategy
“Technology enables us to work every minute of
every day from any place on the planet.”
Carl Honoré4
Technology as the enabler
• Right tool for the job
• Purpose built solution
• Sitecore CEP (CMS+DMS)
• Track customer value
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Digitally relevant
• Map strategy to content
• Match content to context
• Establish intent
• Match with persuasive
content
• Drive to desired action
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Case Study
Relevant tweets brought through based on users behaviour. And perceived profile.
Relevant events based on profile.
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Enabling the user
“Business is just about enabling human beings,
nothing more, nothing less. Businesses need to recognize
this fundamental fact.”
Bruce Dickinson 5
Know your audience
• Analytics
• Who and why
• Map user journeys
• Use the relevant content
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Personas/profiles
• Users have different reasons for
being on your site.
• Understand the intent to align
– site experience
– content
– goals
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Personalisation
• Use knowledge to create explicit
rules based personalisation
• Behavioural profiling allows
implicit personalisation
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Case Study
Site changes home page based on perceived user profile. (explicit and implicit)
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Digital maturity
“To be digitally mature one truly needs to understand your audience, start small, and base progression on
empirical evidence.”
JVA & Curran6
Its a process
• Don't just enable DMS• Gain insights through analytics• Assess current level (muturity)• Build knowledge, skills and team • Identify quick wins• Implement key elements• Deploy, analyse, improve
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Content Profiling
Segmentation
Goals
Automation
Analytics
Profiles Campaigns
EventsEngagement Values
Pattern Cards MV Testing
Personalisation
Optimization
Workflow
Maturity Model
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Case study
Case study
Questions
Thank you
Jonathan von Abo | Solutions Architect Reading Room London T: 020 7173 2863 E: [email protected] A: 65-66 Frith Street, Soho, London, W1D 3JR
Please contact us if you have any queries about the proposal and I will be delighted to discuss this further with you
Rob Curran| Digital ConsultantReading Room London T: 020 7173 28o6E: [email protected] A: 65-66 Frith Street, Soho, London, W1D 3JR