content strategy essence
Post on 29-Nov-2014
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Content StrategyEnabling Success in Content Marketing
Source: http://38.media.tumblr.com/tumblr_mdka1l6xO71roll6uo1_1280.jpg
Given that there is already content overload !
Content Consumption Capacity
Content Production
Content Production
Source: tumblr_mj8qpvGFkJ1qz5xeho1_1280.jpg
…and even more to come !
Smart watches, smart cars, smart home appliances will soon provide, produce and exchange personalized, location-aware
content in real-time
By that time you don’t want to create isolated contents anymore!
instead you should have a system in place that connects the dots !
based on an overall Content Marketing Strategy !
ContentMarketingStrategy
SmartTV
Mobile/Tablets
Blogs
Social Digital Signage
In-CarSystems
MicroSites
Smart Watches
Website
Seams feasible, so why do many companies still
#FAIL in getting even the basics right
at Content Marketing? !
Many are afraid and paralyzed by that Content Monster !
They don’t know where to start and can’t see the patternsthat need to be followed
Radical change is necessary in order to be successful !
Start by tearing down those stupid silos apart !
Silo Silo Silo
Don’t just rely on traditional creative team set-ups !
Hire specialists to do the job !
As topics can be timely, things can get messy !
Therefore internal processes need to be optimized in order to perform
Know your audience and create „Personas“ !
Define how your success looks like !
Goals & Objectives have to be SMART: Specific, Measurable, Actionable, Realistic and Timed
right for your
business
Sweet Spot
right for your audience
Themes & Topics need to be defined !
Make a Content Audit !
Content Calendar
Archive Everything
and Upgrade Constantly
Develop a Content Calendar
Map your content to the sales funnel
Awareness Consideration DecisionContent Content Content
And before you finally start to create new content
Prepare Guidelines
Set up a Process Design
and Agree on it
In case of emergency
Know your fire exits
You safe yourself some time and money
if you think and plan ahead
…like tailoring every piece of content according to users’ habits and the platforms you want to use
Always keep in mind that your content could R.I.P. forever !
★
if you don’t spend enough time on how-to distribute and promote it !
★
Always form allies and make friends !
Content StrategyEnabling Success in Content Marketing
Trust me, there’s light in the darkness if you follow this advice !
Content StrategyEnabling Success in Content Marketing
Plan
Do
Amplify
Conte
nt St
rateg
y plan
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… for the creation, governance…………………………………………………
……………………………………………………………. distributio
n & promotion o
f conte
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Project Title
As the core idea of Content
Marketing is and will be if you produce and share great
content you ultimately become an authority
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offer value to earn attention
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no matter if you inform, entertain or provide solutions
Project Title
you will be awarded with Authority
resulting in Loyalty & Advocacy
!aka
better customers and more customers, the ones who remain customers, and send you
more customers
That’s all Folks!
Concept
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