INTEL CONFIDENTIAL, FOR INTERNAL USE ONLY 1

Plan, Create, Amplify and Measure

@PamDidner #ConfabMN

Global Integrated Marketing Manager

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You need to…

Think  

Disagree  with  me  

One  or  two  take-­‐away  

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Scope

No  Intel  talk  

No  Step-­‐by-­‐step  processes  

Yes  to  Sharing  <ps  

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Measure  

Amplify    

Create  

Plan  

Content Process

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Plan

Audience  

Business  Objec<ve  

Content  Audit  

Content    Strategy  

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Plan (and Research)

Audience  

Business  Objec<ve  

Content  Audit  

Content    Strategy  

 WHY    

 

WHAT  WHEN  

WHERE  

WHO    

HOW      

HOW  MUCH  

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Three tips

OK  NOT  to  know  everything  

Get  “everyone”  to  agree    on  objec<ve  and  strategy  

Content  audit  is  a  must  

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It’s OK not to know everything…

You  must  know:  

• Business  Objec<ves  • Audience  • How  your  company  views  content    

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Form your content team

Stakeholders:  

• Strategic  decision  makers  

• Money  people  

• Champions  

• Showstoppers  

•  Interested  others  

Source:  Content  Strategy  for  the  Web  by  Kris<na  Halvorson  and  Melissa  Rach    

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ü Agree  on  strategy  and  plan  

ü  Iden<fy  a  problem/  an  opportunity  

ü Trends/Best  Prac<ce  sharing  

ü Request  for  help  

Form your content team (continued)

Get  them  interested  

Source:  Content  Strategy  for  the  Web  by  Kris<na  Halvorson  and  Melissa  Rach    

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Content audit is a must

Types  of  audit  

Quan<ta<ve  inventory  

Qualita<ve  audit:  Best  Prac*ce  Assessment  

Qualita<ve  audit:  Strategic  Assessment  

Descrip<on  

A  list  of  all  or  sample  the    content  you  have    

A  comparison  of  your  content  against  industry’s  best  prac<ce  (done  by  3rd  party)  

An  in-­‐depth  look  at  how    our  content  measures    up  to  your  strategic  goals    

When  

Before  strategy  

Before  strategy  

AVer  implementa<on  

Source:  Content  Strategy  for  the  Web  by  Kris<na  Halvorson  and  Melissa  Rach    

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Categorize content database

It’s  OK  to  start  with  an  Excel  file  

•   audiences  

•   topics  

•   purchase  cycle  

•   formats  

•     other  categories  (products,  members  etc.)  

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Create

“Big  Idea”  

Editorial  Planning  

Curated  Content  

Original  Content  

Content    Gap  

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Create with a purpose

Keep  it  relevant  to  your  product  and  messaging  

Align  content  with  purchase  cycle  

It’s  Ok  to  skip  “Big  Ideas”  

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Amplify

Original  content  

Cura<ng  content  

Content  mapping   CRM  Content  

mapping  

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Three tips

Op<mize  via  trial  and  error  

Create  content  within  content  

Bring  them  back  to  an  awesome  website  

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Inbound    traffic  

Publica<on    Effec<veness  

Quality  /  quan<ty  

Measure

Quality  /  quan<ty  Leads  

Original  content  

Cura<ng  content  

Content  mapping   CRM  Content  

mapping  

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Three tips

FragmentaEon  is  reality  

Pick  2-­‐3  measurements  at  each  stage  

Draw  assump<ve  insights  

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Time vs. Budget

Measure  

Amplify    

Create  

Plan   40%  

20%  

20%  

20%  

10%  

10-­‐30%  

30-­‐50%  

10-­‐30%  

Time   Budget  

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Managing content is complicated

It  takes  a  team  

Holis<c  view  is  challenging  

Understand  what  data  means  to  you