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