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