zen and the art of content strategy: a journey to quality content:

PRESENTED BY

Zen and the art of content strategy: A journey to quality content

Presented byPHIL BROWNContent Strategist

1 CHANGE YOUR LIFE

2 CONTENT STRATEGY METHODOLOGY

3 QUALITY

3

100 in-house content, social and digital specialists.

1000+

global freelance contributors.

SYDNEY

MELBOURNE

LONDON

SINGAPORE

NEW YORK

HONG KONG

5+ years experience

developing and executing digital content programs for the world’s leading brands.

2015 CMI Winner – Highest ROI Conversion on Content Program 2015 CMI Winner – Best Agency/Client Partnership

2015 CONTENT MARKETING AGENCY OF THE YEAR

WHO IS KING CONTENT?

OUR FULL-SERVICE OFFERING

Measurement& Reporting

ContentStrategy

ContentAmplification CommuniquéContent

Creation

1 CHANGE YOUR LIFE

2 CONTENT STRATEGY METHODOLOGY

10

WHY

WHO

WHERE

WHAT

WHEN

HOW

WHAT IS CONTENT STRATEGY?

INTERNAL EXTERNAL

WHY

HOW

WHO & WHAT

WHERE & WHEN

ART VS SCIENCE IN THE BUYER JOURNEY

12

13

MICRO

CONTENT

PROMOTIONAL

SHORT FORM

LONG FORM CONTENT

HERO CORE CONTENT

Con

versi

on

Traffi

c

E

ngag

emen

t

CONTENT FORMATS VOLUME & FREQUENCY

14

MICRO

CONTENT

PROMOTIONAL

SHORT FORM

LONG FORM CONTENT

HERO CORE CONTENT

Con

versi

on

Traffi

c

E

ngag

emen

t

Volume

Frequency

CONTENT FORMATS VOLUME & FREQUENCY

Content pillar 1

Content pillar 2

Content pillar 3

Persona 1

Persona 2

Persona 3

CONTENT SCORING

Content pillar 4

Content pillar 5

Persona 4

Persona 5

16C O N T E N T M A R K E T I N G I N C O N T E X T

THE CONTENTPLANNING CHALLENGE

The truth is that the customer journey is not linear at all.

Customers will touch on and engage with multiple different pieces of content across multiple channels at inconsistent times before they make a purchase.

3 QUALITY

WHAT YOU WANT TO SAY

BRAND

CONTENT APPROACH

WHAT THEY’RE

INTERESTED IN

WHAT YOU WANT TO SAY

AUDIENCE

BRAND

CONTENT APPROACH

WHAT THEY’RE

INTERESTED IN

WHAT YOU WANT TO SAY

AUDIENCE

BRAND

CONTENT APPROACH

RELEVANT CONTENT

WHAT THEY’RE

INTERESTED IN

WHAT YOU WANT TO SAY

THE RIGHT SKILLS &

PEOPLE AUDIENCE

BRAND

CONTENT APPROACH

QUALITY RELEVANT CONTENT

- Strategists- Marketers- Editors- Journalists/writers- Producers- Designers

23C O N T E N T M A R K E T I N G I N C O N T E X T

SO WHO SHOULD OWNCONTENT MARKETING?

o Content marketing cannot be owned by one siloed department.

o It is a joint responsibility which works to drive the consumer from purpose through to purchase.

o It is baked into every touch point from social media to employer branding and in-store experience.

o Consider an editorial board

CONTENT

PREDM

WEBSITE

Social media

Brand

HRLegal

SEO

ATL

SALES

Product devt

In-store

24C O N T E N T M A R K E T I N G I N C O N T E X T

Tell a great story Be authentic Be CREDIBLE BE AUTHENTICBe transparent

1 32 4Consider what your

audience is interested in talking

about or sharing.

Share your expertise with your

audience – be a trusted advisor.

There needs to be a logical connection

between the content, the publication and the

brand.

The audience should know who

the content is coming from.

The right partners

5Partners must provide

access to the right audience in a

relevant, credible and respected

environment.

PRESENTED BY

1. Strategy always2. Quality first3. Find the right people

THANK YOU Questions?

Presented byPHIL BROWN