gateway drug content strategy elements you should use (content marketing show, july 2014)

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Content Marketing Show July 2014

Gateway-drug content strategy elements you should use Charlie Williams

Charlie Williams

@whitedotnet

Consultant

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I love content

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88% are using content marketing this year

CMI report: Content Marketing in the UK http://contentmarketinginstitute.com/2013/12/uk-2014-content-marketing-research/

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42% have a documented content strategy

CMI report: Content Marketing in the UK http://contentmarketinginstitute.com/2013/12/uk-2014-content-marketing-research/

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two common requests

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‘We need content’

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‘Our content isn’t working’

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They actually need both

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The lightbulb moment

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Time to get digging

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CONTENT STRATEGY

http://contentstrategy.com/book.html

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ANOTHER THING TO LEARN?!

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MANAGING CONTENT AS AN ASSET

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Don’t take my word for it

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“…all great, spontaneous, and effortless-looking content marketing strategies are formed and scaled with a smart content

strategy at their core”

Robert Rose Content Marketing Institute http://contentmarketinginstitute.com/2013/10/content-strategy-content-marketing-separate-connected/

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You don’t have to change your job

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Strategy to make you

sharp as a tack

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CREATING CONTENT THAT’S RIGHT FOR THE

BUSINESS

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WHY ARE WE MAKING THIS

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Because We need to make content

(nope)

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FIVE WHYS

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Five ways Three whys

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An example

http://www.simplybusiness.co.uk/microsites/googleplus-for-small-businesses/

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DEFINE your BUSINESS OBJECTIVES

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None? MAKE YOUR OWN

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Increase website traffic?

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Build brand awareness?

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Launch a new product?

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Again

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WHY ARE WE MAKING THIS?

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Start with why

http://www.ted.com/talks/simon_sinek_how_great_leaders_inspire_action

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Victory conditions

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Likes? Shares? Links? Sales?

Subscriptions?

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Content inventories

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Ie: what have you got?

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Not just online

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What goes in an

inventory?

ID (1.0, 1.1, 2.0) Page Title

Format URL

Content type (landing page, etc.)

Owner Metadata

Traffic/usage Last update

Condition (keep/update/retire)

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templates

Content Inventory www.content-inventory.com/content-inventory-templates/

Maadmob http://maadmob.com.au/resources/content_inventory

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Unleash the robots

Screaming Frog SEO Spider www.screamingfrog.co.uk/seo-spider/

Content Insight www.content-insight.com

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User-centred content marketing

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We are not the target market

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Gather real user insight

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FIND THE BUSINESS EXPERTS

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WHAT DO USERS WANT TO DO?

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WHAT ARE THEIR PAIN POINTS?

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WHAT BARRIERS STOP THEM?

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WHAT REAL QUESTIONS DO THEY ASK?

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USER RESEARCH

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INTERVIEWS

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surveys

SurveyMonkey www.surveymonkey.com Polldaddy polldaddy.com/ SurveyGizmo www.surveygizmo.com

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SOCIAL DATA

Topsy topsy.com Social Mention socialmention.com BuzzSumo buzzsumo.com Social Crawlytics socialcrawlytics.com

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Customer services

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Sales teams

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Keyword research

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Find your user’s

language

SEMRush www.semrush.com Google Trends www.google.com/trends Keyword Tool www.keywordtool.io serpIQ www.serpiq.com

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ALREADY THERE?

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Gap analyses

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issues Facing Users

Content you

have Expert topics

From User research

From Content

inventory

From Business research

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So, why content strategy?

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Content strategy is your friend

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Why?

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Use it to define business goals and for user research

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Why?

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Process-led, repeatable workflow

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More resources

www.jonathoncolman.org/2013/02/04/content-strategy-resources/ contentmarketinginstitute.com/wp-content/uploads/2013/11/DocumentedStrategy_Final1.pdf www.slideshare.net/jcolman/how-to-build-seo-into-content-strategy-cs-forum-2012 www.portent.com/data/content-inventory/ moz.com/blog/how-to-build-a-content-marketing-strategy contentmarketinginstitute.com/2010/10/strategic-pillars-content-strategy/

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Thank you Want to talk content? Tell me how I’m wrong? charlie@white.net @pagesauce plus.google.com/+CharlieRWilliams/

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Photo credits

Looking For Janis - https://www.flickr.com/photos/65107846@N08/6093592500/ Sam Catch - https://www.flickr.com/photos/60779737@N00/3682165479/ Start With Why - https://www.startwithwhy.com/ (Press Kit)