end to end content strategy in 15 minutes flat
TRANSCRIPT
END TO END
CONTENT STRATEGYIN 15 MINUTES FLAT
I AM JAMESI’m a content strategy consultant
I currently work at Factory Media as acting Head of Digital Content
@mrjamescarson
this process makes
THREE ASSUMPTIONS
You know your
customer / audience
archetypes
You have more than
one person working
on content strategy
Someone is in charge
No target audience, no targeted content
No targeted content, and
you’re wasting effort
Get to know your audience
One person does everything?
Fire fighting
Lack of collaboration / learning / motivation
Without a driver,
this process will fail
Content
Distribution
Site Structure
Analytics
http://www.carsoncontent.com/blog/inbound-model/http://econsultancy.com/uk/blog/10924-could-content-marketing-replace-the-seo-department
Phase 1:
Analysis
Phase 2:
Taxonomy and Audit
Taxonomy
Category Card Sort
Tagging Amendments
Menu Restructure
Audit
SEO Onpage
Retrospective Editing
Evergreen Content Audit
Phase 3:
Editorial Workflow Reviews
Optimisation
Headlines
Formatting
Authorship Review
Planning
Evergreen Content
Page Types
Editorial Calendar
Quantitive Benchmarking
Phase 4:
Distribution
Ideas
Regular Large Asset Production
Distribution
Social Media
Free Distribution
Paid For Distribution
Partner Network
Onsite
Website Engagement Analytics
Website Organic Traffic Information
Market
Keyword Analysis
SEO Competitor Analysis
Analysis
UX
Content
Distribution
ANALYTICSTHE BASE OF EVERYTHING
0
10,000
20,000
30,000
40,000
50,000
60,000
0
500
1,000
1,500
2,000
2,500
URLs Pageviews
Find out where
people goXenu + Analytics
Socialcrawlytics.com
Get all the keyword data you can
Historical analytics
Keyword planner
Ubersuggest.com
Soovle.com
Supplement with social interaction data
One hour meetingbrainstorm from data
mindmeister.com
mindmaple.com
Phase Goal:
Awesome
MIND MAP
SITE STRUCTURE
THE FUNDAMENTALS OF
CONTENT ORGANISATION
DONNA SPENCER
CARD SORTING
WP TAGS
Tag TagTag
GENERAL RULE:
use for proper
nouns only
Awesome
MIND MAP
assists
Information
Architecture
SEO ONPAGE
does it comply?http://moz.com/learn/seo/on-page-factors
CONTENT AUDITS:
read these
ACTIONING AN AUDIT
TAKES AGES
it can be cheaper just to redo
PHASE GOAL:Logical structure
Good formatting of existing stuff
CONTENTTHE MEAT OF YOUR BURGER
AAAAAAAAA
AAAAGHGHH
GHGGHGHGH
GHGHGHGHG
HG!!!!!!!!!!!!!!!!!
HEADLINES
HOW WOULD PEOPLE FIND
THIS PAGE?
WOULD PEOPLE CLICK A
LINK WITH THIS TITLE?
get a copy of this
read the
headline chapters
<h2>Subtitle Stuff</h2>NOT <strong> OR <b>
CENTER STUFFLIKE IMAGES
LIST STUFF
<ul><li>LIST</li><li>LIST</li><li>LIST</li></ul>
<blockquote>
“Quotes”
</blockquote>
AUTHORSHIP
A system that enables author profile pictures to appear on Google’s rankings.
https://plus.google.com/authorship
STOCK AND FLOWFlow is the feed. It’s the posts and the tweets. It’s the stream of daily and sub-daily updates that remind people that you exist.
Stock is the durable stuff. It’s the content you produce that’s as interesting in two months (or two years) as it is today. It’s what people discover via search. It’s what spreads slowly but surely, building fans over time.
http://snarkmarket.com/2010/4890http://neilperkin.typepad.com/only_dead_fish/2012/03/content-curation-stock-and-flow.html
STOCK FLOW•Guides
•How to
•Category pages
•Profiles
• Infographics
•Applications
• News
• Social updates
PAGE TYPES
EDITORIAL CALENDARtrello.com
http://www.blueglass.co.uk/blog/create-editorial-calendar-using-trello-need-one/
• Tell you how Google works?
• Tell you what kind of content gets shared the most?
• Format in basic HTML?
• Write headlines that are great for users and search engines?
• Tell you the difference between a category and a tag?
• Work in Photoshop?
• Use a Content Management System?
• Not get concerned by negative comments?
• Edit using other applications or edit video?
Editorial is a given, but can they…
Editors should publish 1,500+ words a day
GENERAL QUANTITIVE RULE:
PHASE GOAL:Headlines by the book
Good formatting
Good workflow organisation
DISTRIBUTIONHOW PEOPLE REALLY FIND YOU
BUILD NETWORKS
STOP BLOGGING
START THINKING
THE MOST
DISTRIBUTABLE ASSETIS ALMOST ALWAYS VIDEO
VIDEO IS (OFTEN)
EXPENSIVE
BUT IT SPAWNS
MULTIPLE ASSETS
ONE 3 MINUTE VIDEO =
3 YouTube Edits
8 Vine Edits
4 Blog Posts
2 Slide Shares
18 Distributable Original Images
YOU CAN REUSE IT A LOT
NASNS
OT
NOTHER
OCIAL
ETWORK
YNDROME
10 REASONS WHY EVERY MARKETER SHOULD BE ON PINTEREST RIGHT NOW!!
DON’T BE SILLY
WHAT’S THE BEST TIME TO POST?
DON’T BELIEVE THE HYPE
FOLLOWERWONK IT
IS YOUR NEWSLETTER REALLY WORTH IT??
GIVE IT A FOCUS
PAID DISTRIBUTION
CLICK BAIT ALL THE WAY
Why Your Property Could be Part of the Next Property Boom
CLICKABLE
USE UNBOUNCE TO CONVERT
Analysis
UX
Content
Distribution
STOP BLOGGING
START THINKING
Phase 1:
Analysis
Phase 2:
Taxonomy and Audit
Taxonomy
Category Card Sort
Tagging Amendments
Menu Restructure
Audit
SEO Onpage
Retrospective Editing
Evergreen Content Audit
Phase 3:
Editorial Workflow Reviews
Optimisation
Headlines
Formatting
Authorship Review
Planning
Evergreen Content
Page Types
Editorial Calendar
Quantitive Benchmarking
Phase 4:
Distribution
Ideas
Regular Large Asset Production
Distribution
Social Media
Free Distribution
Paid For Distribution
Partner Network
Onsite
Website Engagement Analytics
Website Organic Traffic Information
Market
Keyword Analysis
SEO Competitor Analysis