becoming a brand as publisher through content value exchange

CONTENT PROCESS

OPTIMIZATION

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#ContentValueExchange

CONTENT VALUE EXCHANGE

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7-POINT GUIDE: CONTENT VALUE EXCHANGE

1. Relevance

2. Timeliness

3. Neutrality

4. Shareability

5. Impact

6. Authenticity

7. Targeted

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VALUE OF CONTENT

1. Business Value

2. Data Value

3. Campaign Value

4. Utility Value

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“In every content-driven experience, it’s the collection of assets, not any single one, that provides strategic value” ~Robert Rose with Content Marketing Institute

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CONTENT MARKETING IS NOTHING NEW

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CONTENT PROCESS OPTIMIZATION

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BUSINESS ANALYSIS

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BUSINESS ANALYSIS: REPUTATION AUDIT

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BUSINESS ANALYSIS: STAKEHOLDER

RESEARCH

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BUSINESS ANALYSIS: CONTENT AUDIT

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BUSINESS ANALYSIS: VALUE IDENTIFICATION

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AUDIENCE VS. BUYER PERSONAS

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OFFLINE & ONLINE PERSONA RESEARCH

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CONVERSION MAPPING

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CENTERS OF INFLUENCE

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SHARED VALUE CONCEPT

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5 STEPS: CONTENT MARKETING STRATEGY

• The Goal

• The Audience

• Outcome or Value

• Content Tilt

• Story Map

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STRATEGY: CONTENT MISSION STATEMENT

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CONTENT MARKETING STRATEGY

• Types of Content Strategies

– Effective Publisher

– Insight Data

– Conversion Optimization

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EFFECTIVE PUBLISHER

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INSIGHT DATA

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CONVERSION OPTIMIZATION

STRATEGY: EDITORIAL CALENDAR

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STRATEGY: PACKAGING & SEO

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STRATEGY: DISTRIBUTION & PROMOTION

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CPO: MEASUREMENT & ANALYSIS

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CPO: MEASUREMENT & ANALYSIS

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QUESTIONS?

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