Download - Getting Started with Content Strategy
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Getting started with
Content
Lise Bissonnette Janody Dot-Connection Paris, France
European Professional Women’s Network Marketing Communications Committee Feb. 4, 2013
Strategy
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Content strategy
Lots of content terms out there
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Content strategy
Content Strategy
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Content marketing
Content Marketing
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Brand content
Brand Content
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…and more! But first….
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Content? What is
Content?
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This looks like content….
IBM Smarter Planet/Social Business
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So does this
Multimedia Feature produced by the New York Times (a must read!)
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…and this
Orange Business Services Live Video Channel
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…and this
Infographic produced by Capgemini
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But this?
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Yup…all content!
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This too…
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Content The web is full of all types of content
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….and it ALL requires
STRATEGY strategy
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Melissa Rach, Content Strategy for the Web Ed. 2
Content strategy helps organizations use content to achieve their business goals.
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Content strategy plans for the creation, delivery and governance of useful, usable content.
Kristina Halvorson, Content Strategy for the Web
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UNDERLYING PRINCIPLE
Requires oversight and accountability
Benefits from clearly defined roles, responsibilities, processes
Must contribute to bottom line and support business goals
Must provide value for users
Content is a business asset that must be managed like all other products
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Content is not only about
Substance creating narratives
Stories Topics Key messages
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Content is also about lots of other stuff
Structure (IA, taxonomy, metadata, content models) Tools (CMS, email delivery, servers) Engagement (SEO & social media) Accessibility (coding, localization) People (roles, responsibility, accountability)
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Get a handle on what you have • Content (inventory, audit)
• Taxonomy and metadata
• Tools
• Channels
• People, processes, workflow
• Budget
Set objectives • Goals
• Audiences
• Purpose
• Messages and Topics
Identify gaps and opportunities • What can be optimized?
• Where are the gaps?
• What are the issues?
Plan and specify • Strategic plan (Who, what, where, when, how, and WHY)
• Editorial calendar
• Production schedule
• Page specifications
• Content models
• Content lifecycle
Carry out the plan
• Production
• Translation/localization
• Indexing and metadata
• Publication
Maintain and measure • Archive
• Update
• Test
• Measure
A sustainable strategy for your content
Review, refine, refresh
Discover your universe • Competition
• Keyword research
• Audience interviews
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CONTENT STRATEGY
Horizontal content strategy: ensuring consistent, holistic approach to content from one end of your site to the other
Vertical content strategy: ensuring consistent, holistic approach to content between channels and devices for a topic or content type
Content marketing/brand content very often vertical, but full-scale efforts can be both
Has breadth and depth
Note: Here’s a link to my blog post on horizontal and vertical content strategy
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CONTENT STRATEGY
Horizontal content strategy: ensuring consistent, holistic approach to content from one end of your site to the other
Vertical content strategy: ensuring consistent, holistic approach to content between channels and devices for a topic or content type
Content marketing/brand content very often vertical, but full-scale efforts can be both
Has breadth and depth
Note: Here’s a link to my blog post on horizontal and vertical content strategy
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Content? Now: What is
Content Marketing & Brand Content?
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Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.
Basically, content marketing is the art of communicating with your customers and prospects without selling…
Joe Pulizzi, Content Marketing Institute
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IN FRANCE, BRAND CONTENT IS KING
Daniel Bô, Brand Content : Comment les marques se transforment en médias
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• Instead of advertising • Strong link to lead
generation • Prevalent in B2B • Term used widely in the US
Content marketing
• Can be advertising • Strong link to brand
engagement • Prevalent in B2C • Term used widely in France
Brand content
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ELEMENTS OF
Informative and educational and/or
Entertaining, and/or
Provides a service
Stands on its own
Content marketing and Brand content
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Marketing Not all marketing content
…is content marketing!
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It’s not all marketing!
At some point
…you still need to describe your products and talk a bit about yourself, provide after-sales support…in short, provide the right content for all parts of the customer sales cycle.
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SOME CONTENT MARKETING/BRAND CONTENT EXAMPLES
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BRAND CONTENT
Here are just a few examples of full-scale, brand content efforts
• AMEX Open Forum http://www.openforum.com • vs EC SMB portal (not brand content):
http://ec.europa.eu/small-business/index_en.htm • BNP Paribas site about managing money
http://www.lemoneymag.fr/ • Coca Cola http://www.coca-colacompany.com/ • Regards sur le Numérique (Microsoft France):
http://www.rslnmag.fr/
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CONTENT MARKETING EXAMPLES
….and just a few examples of smaller-scale content marketing
• SFR BYOD: branded content (http://solutionsauxentreprises.lemonde.fr/dossiers/byod-le-nouveau-defi-de-la-dsi_f-38.html) + white paper: http://www.audeladucloud.fr/
• Marketo: http://eu.marketo.com/ (resource guides -http://pages2.marketo.com/dg2-marketing-metrics-uk.html)
• For more examples: • http://veillebrandcontent.fr/ (in French) • http://contentmarketinginstitute.com/ (in English)
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THANK YOU
Lise Bissonnette Janody
http://www.dot-connection.com