From Production to Preservation:

Scalable Models For Content Strategy And Marketing

October 2016@meaningmeasure

Misty Weaver

@meaningmeasure

Content Wrangled

C-suite

Marketing• PR• Email• Social Media• Video

SEMEditorialUX

Different perceptions

ConsequencesNo search rank

Can only send people to home page

There’s no editorial plan

Silos don’t share@meaningmeasure

Content StrategySEO

Content Marketing

Provide the right content, for the right people, in the right place, at the right time.

Meghan Casey http://uxmag.com/articles/get-your-content-strategy-out-of-the-drawer-with-governance

Business + AudienceResources

= Plan

@meaningmeasure

Where does content come in?

@meaningmeasure

3E6699How do we work together?

Karen McGrane We Are All Content Strategists Now http://karenmcgrane.com/2010/11/03/we-are-all-content-strategists-now/

drives collaboration

We’re gonna need a lot of hats

And we want them to fit

3E6699Content needs a purpose

Image: http://iboxseo.org/2014/03/03/how-to-use-aida-principles-to-revitalize-your-content/

Image: http://www.outboundengine.com/blog/using-email-marketing-to-increase-referral-business/

http://bit.ly/1JwQwm2

@meaningmeasure

3E6699

Purpose helps us work together

Informative, useful content makes you visible

Good, easy to find answers make you credible

Meaning is differential

Be relevant to your audience

Add value through knowledge

Take the high quality content challenge

Gathercontent.com

Coverage and Connection

Oh, the journeys they’ll make

Educate

Answer

Inform

Themes

Evergreen

Promotion

3E6699Find your ratio

3E6699SEO

Findable content is

http://bit.ly/PST8Uv Jayde Ferguson

3E6699Content Plan

Content Strategy, Inc | http://www.contentstrategyinc.com/a-new-model-for-content-strategy/

Misty Weaver

@meaningmeasure