content strategy webinar from skyword
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TRANSCRIPT
The Leading Content Production Platform
© 2012 Skyword Inc, Confidential. All rights reserved.
Execute Your Content Strategy With A Dynamic Content Calendar
#SkyCal
February 13, 2013
www.skyword.com
© 2012 Skyword Inc, Confidential. All rights reserved. www.skyword.com
Today’s Presenters
Tricia Travaline@travwin Vice President of Marketing, Skyword
Keith Kost
@kopake
Vice President of Product Management, Skyword
#SkyCal
© 2012 Skyword Inc, Confidential. All rights reserved. www.skyword.com
Today’s Webinar
What is a content strategy Steps to creating a content strategy Executing a content strategy with a dynamic calendar Demonstration of Skyword Content Calendar Q & A
© 2012 Skyword Inc, Confidential. All rights reserved. www.skyword.com
Who We Are…
Skywordis the leading content production platform
We make it easy to produce quality content at
scale that is optimized for search and social
© 2012 Skyword Inc, Confidential. All rights reserved. www.skyword.com
Content
Content Feeds Your Channels
Google+
SEO
EARNED
Web Site
Mobile Site
Blog
Twitter Account
OWNED
Display Ads
SEM
Sponsorships
PAID
© 2012 Skyword Inc, Confidential. All rights reserved. www.skyword.com
Why Content Strategy is Critical Today
To reach and engage your customers you need to be
publishers of great content
© 2012 Skyword Inc, Confidential. All rights reserved. www.skyword.com
You Need a Great Content Strategy
Content strategy…the practice of planning content creation, delivery, and governance and a
repeatable system that defines the entire editorial content development process.
Source: Wikipedia: Kristina Halvorson, Richard Sheffield
© 2012 Skyword Inc, Confidential. All rights reserved. www.skyword.com
Without it…
Content misaligned with business
objectives
Messaging not resonating with
audiences
Poor search and social performance Inefficiencies publishing content
Lack of content
strategy
© 2012 Skyword Inc, Confidential. All rights reserved. www.skyword.com
6 Steps to a Great Content Strategy
PLAN
1. Business objectives
2. Audiences
3. Publishing and distribution
EXECUTE
4. Categories, themes, topics
5. Content creators and influencers
6. Process and technology
© 2012 Skyword Inc, Confidential. All rights reserved. www.skyword.com
1. Define your business objectives
Business Priorities Marketing Objectives Editorial Board Measurement
© 2012 Skyword Inc, Confidential. All rights reserved. www.skyword.com
2. Know your audience
Who are they?What are they
searching on?
What do they care
about?
Where are they
in the buyer’s journey?
LISTEN TO YOUR
CONSUMER
SEE YOUR
COMPETITION
CONVERSE
WITH YOUR COMMUNITY
© 2012 Skyword Inc, Confidential. All rights reserved. www.skyword.com
3. Create a publishing and distribution plan
Searchable
Sharable
News/Evergreen
Repurposed
Frequency
Content Standards
© 2012 Skyword Inc, Confidential. All rights reserved. www.skyword.com
4. Develop content categories and themes
Brands as
Media Houses
Microtargeting
and the media
Evolving
Agency
Economics
Expanding online
enrollment with
content
© 2012 Skyword Inc, Confidential. All rights reserved. www.skyword.com
AdvocateInfluencerExpert
5. Recruit writers and influencers
#SkyCal
© 2012 Skyword Inc, Confidential. All rights reserved. www.skyword.com
6. Establish process and technology
Recruit Research Create / Optimize Review Publish Promote Measure
© 2012 Skyword Inc, Confidential. All rights reserved. www.skyword.com
Recruit Research Create / Optimize Review Publish Promote Measure
From Recruiting Writers
© 2012 Skyword Inc, Confidential. All rights reserved. www.skyword.com
Recruit Research Create / Optimize Review Publish Promote Measure
All The Way To Measuring Performance
© 2012 Skyword Inc, Confidential. All rights reserved. www.skyword.com
Recruit Research Create / Optimize Review Publish Promote Measure
Executing Your Strategy With A Content Calendar
© 2012 Skyword Inc, Confidential. All rights reserved. www.skyword.com
Next Steps
Contact us for a free demo– Email: [email protected]
Keep up to date on content marketing and news from Skyword!– Blog at http://www.skyword.com/blog/– The Content Standard http://www.contentstandard.com– Facebook at http://www.facebook.com/skyword– Twitter @skyword– LinkedIn Groups – Look for Skyword’s group