content strategy

CONTENT STRATEGY

Tela Litana

Content Strategist and Social Media Manager

@Tela_telz

tela@zasocialmedia.com

• WHAT IS A CONTENT STRATEGY?

PLANNING

CONTINUOUS DEVELOPMENT

ONGOING MANAGEMENT

• WHY DO I NEED A CONTENT STRATEGY?

ATTRACT

MAXIMIZE WEB CONTENT

PRIORITISE

BUILD TRUST

• CREATING A CONTENT STRATEGY

DISCOVER

ANALYZE

BUILD

TEST

• KEY ELEMENTS OF A CONTENT STRATEGY

OVERALL OBJECTIVES

BUYER PERSONAS

PRIMARY/SECONDARY MESSAGING

EDITORIAL CALENDAR

LINKING PLATFORMS

ON THE AGENDA

WHAT IS A CONTENT STRATEGY?

WHAT IS A CONTENT STRATEGY?

An effective content strategy is the careful planning, development and management of your content in alignment with whatever it is you’ve set out to achieve.

WHAT IS A CONTENT STRATEGY? Careful Planning

Think of it as a road map for both you and your visitors. As you map out

the route, consider:

• Objectives. What is your final destination? Where do you want to go?

What is it that you want to achieve?

• Research. Who are you trying to reach and what do you want to tell

them?

• Platforms. How do you plan on going about this?

• Tools. What will you be monitoring? What will define success?

WHAT IS A CONTENT STRATEGY? Continuous Development

Continuous development, shaped by tactics

• Facebook/Twitter/Pinterest (etc) Strategy

• Research

• Platforms

• Tools

WHAT IS A CONTENT STRATEGY? Ongoing Management

Ongoing management, defined by constant evaluation,

assessment, redesign and implementation.

• Facebook/Twitter/Pinterest (etc) Strategy

• Research

• Platforms

• Tools

WHY DO I NEED A

CONTENT STRATEGY?

WHY DO I NEED A CONTENT STRATEGY? Attract

Attract new customers whilst retaining the trust and loyalty of

your existing customers.

However, it all goes back to what your main objectives are and

where you are online.

WHY DO I NEED A CONTENT STRATEGY? Maximize Web Content

Maximizing your web content entails the mastering

and practice of these techniques;

• Balancing

• Recycling

• Shuffling

• “Twerking”

WHY DO I NEED A CONTENT STRATEGY? Prioritize

Prioritize your content to avoid being this guy!

Remember content isn’t just text, it is:

• Images

• Colors

• Videos

• Text

A content strategy outlines the end picture for

you and because appearance speaks on your

brand’s behalf, it should be considered as a

part of your content strategy.

WHY DO I NEED A CONTENT STRATEGY? Build Trust

If your content strategy does not cater to building trust with

your online audience, then revisit it!

CREATING AND IMPLEMENTING A CONTENT

STRATEGY

HOW DO I CREATE A CONTENT STRATEGY?

Picture by Andrew Kaufman

KEY ELEMENTS OF A CONTENT STRATEGY

• OVERALL OBJECTIVES

• BUYER PERSONAS

• PRIMARY/SECONDARY MESSAGING

• EDITORIAL CALENDAR

• LINKING PLATFORMS

• Awareness

• Nurture

• Market Products

• Thought Leader

• Promote

KEY ELEMENTS OF A CONTENT STRATEGY Objectives Over Time

We want to increase blog readership by 5% every month for the next 6months, so

as to raise awareness about product ‘x’

KEY ELEMENTS OF A CONTENT STRATEGY Objectives Over Time

We want to reduce call centre costs by 10% in the next 5months, so as to increase

operational efficiency.

Avoid getting this reaction from audiences when

they come across your content.

Look into;

• Present Demographics

• Who is your ideal buyer?

• What are their pain points?

And then decipher how you can use content to talk

to them and address their issues effectively.

KEY ELEMENTS OF A CONTENT STRATEGY Buyer Personas

PRIMARY

(our services)

SECONDARY

(humor)

Smart marketers really

master the art of primary

and secondary messaging

KEY ELEMENTS OF A CONTENT STRATEGY Primary/Secondary Messaging

KEY ELEMENTS OF A CONTENT STRATEGY Editorial Calendar

This will help you produce the right amount of

content at the right time across all your online

platforms.

In a world where digital changes happen

every now and then, timing is important and

when regarding it, you might what to pay

attention to:

• Current affairs that could serve as triggers

• Changes in the digital space

• Your personas possible daily routine

KEY ELEMENTS OF A CONTENT STRATEGY Tone Of Voice

The tone of your voice across all platforms

should be set out by the content strategy.

Content differentiation, understand

how users speak on each platform.

Introduce tactics and look at;

• Tone on each platform

• Hashtags used on different

platforms

• Trending topics

• Ad types

KEY ELEMENTS OF A CONTENT STRATEGY Know Your Platform

KEY ELEMENTS OF A CONTENT STRATEGY Know Your Platforms

Know how people are using each

platform

Know how ads work on each platform

Know the dynamics and features of

each platform.

KEY ELEMENTS OF A CONTENT STRATEGY Linking Your Platforms

Linking your platforms does not

mean linking the content feed. It

means leaving traces on each

platform that all lead to the main

objective but can still easily be

followed from one platform to the

next.

END