a blog is not a content strategy
Post on 17-Oct-2014
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Dear CMO,
John Doherty | @dohertyjf
A Blog Is Not A Content Strategy
Presentation inspired by a
popular blog post.
A Bold Claim
http://www.johnfdoherty.com/blog-is-not-a-content-strategy/
Interest in Content Marketing is
Increasing
http://www.google.com/trends
As Is Interest In Content
Strategy
http://www.google.com/trends
Low Quality Content
is Punished by Google
Low Quality Content
is Punished by Google
Websites
What is the difference
between Content Marketing
and Content Strategy?
Content Marketing
Content marketing is an umbrella term
encompassing all marketing formats
that involve the creation and sharing
of content in order to attract, acquire
and engage clearly defined and
understood current and potential
consumer bases with the objective of
driving profitable customer
action. (Wikipedia)
Content Marketing
Content Marketing Process
User Needs
Content Outreach Visitors Conversion
Content Marketing Process
User Needs
Content Outreach Visitors Conversion
Define Create Do Benefit Profit
It’s this
208966 Facebook Interactions
28469 Tweets
#stratos
#livejump
#redbullstratos
#redbull
13299 +1s on Google+
Content Strategy
Content strategy plans for the
creation, publication, and governance
of useful, usable content.
Necessarily, the content strategist
must work to define not only which
content will be published, but why
we’re publishing it in the first place.
- Kristina Halvorson
Content Strategy
User Needs Content Audit Content Planning
Content Production
Content Deliverance
Measurement
Content Strategy
User Needs Content Audit Content Planning
Content Production
Content Deliverance
Measurement
Define Research Plan Produce Audit Execute
Content Strategy works cross-
platform
Slide from @sara_ann_marie’s Getting Unstuck presentation
Homepage of Forbes.com
Content Types Matter
Tycoon News
Small Business
Startups
Entrepreneurship
Social Media
Economy
Work From Home
Homepage of Forbes.com
Content Types Matter
Content Marketing vs +
Content Strategy = WIN.
Content outside of conversion-oriented content gets you links and brand
advocates. Links and brand advocates get you customers. Customers pay
you money.
Content outside of conversion-oriented content gets you links and brand
advocates. Links and brand advocates get you customers. Customers pay
you money.
This is content marketing
It’s all part of a larger brand strategy though
It’s all part of a larger brand strategy.
This is content strategy
Content Strategy Platforms
Desktop
People still consume a lot of content online
Mobile
They’re increasingly shifting to mobile
Tablets
Tablets are on the rise
Content Strategy Is Hard
“Quality, relevant content can't
be spotted by an algorithm. You
can't subscribe to it. You need
people - actual human beings -
to create or curate it.”
– Kristina Halvorson, Content
Strategy for the Web
It ranks. It drives traffic. It converts users.
#2
#4
What About Blogs Then?
A blog cannot meet all user
needs.
User Needs Content Audit Content Planning
Content Production
Content Deliverance
Measurement
Define Research Plan Produce Audit Execute
User Needs
RedBull Stratos Got
Social
RedBull Stratos Got
Social
208966 Facebook Interactions
28469 Tweets
#stratos
#livejump
#redbullstratos
#redbull
13299 +1s on Google+
Their blog?
Their blog?
Day of and 2 days after. Respectable.
Their blog?
Day of and 2 days after. Respectable.
5 to 9 days later. Nothing. Wasted Effort.
Day of and 2 days after. Respectable.
5 to 9 days later. Nothing. Wasted Effort.
I’d hate to be
their blogger
now.
They forgot about
their audience
They forgot about
their audience
Active
Young
Short Attention Span
Tips For Winning With
Content
Users First
Image from @ipullrank’s Keyword Level Demographics
Think About Page Types
Video Centric
Text-Centric
Image Centric
Categories
Guides/Education
Products
Conversion-Centric
Blog Posts
Vary Content Types
Vary Content Types
Microsites
Youtube TV Shows
Vary Platforms
Measure As You Go
No one wants to waste effort.
Cut What’s Not Working
Content Strategy and
Marketing are Vital in
2012/2013
Don’t confuse marketing for
strategy. Strategy first, then
marketing.
Have Fun Winning
John Doherty
Director, Distilled NYC
@dohertyjf
Thank you!
Feel free to get in touch with questions or inquiries.