5 Steps for High Impact Content Marketing Strategy
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The document outlines a 5 step process for building a high impact content marketing strategy. The steps are: 1) Make content central to the business rather than just marketing, 2) Produce valuable, consistent, and frequent content, 3) Add content curation to the strategy, 4) Continually generate new ideas and iterate using lean startup principles, and 5) Empower communities of interest around the content.
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5 Steps for High Impact Content Marketing Strategy
- 1. 5 Steps for Building a High Impact Content Marketing Strategy Presented by: Arabella Santiago Marketing and Communications Director @arabellatv | #leancontent
- 2. Problem: The Social Web is crowded. Iâm talking to you! Iâm looking for you! @arabellatv | #leancontent
- 3. Itâs hard to get heard! @arabellatv | #leancontent 3
- 4. Itâs hard to be found. @arabellatv | #leancontent 4
- 5. Challenge: Achieving Visibility on the Web Goal You @arabellatv | #leancontent
- 6. Challenge: Achieving Visibility on the Web Visibility Path: Content Strategy You @arabellatv | #leancontent
- 7. Challenge: Achieving Visibility on the Web Visibility Gateway: Engagement Path: Content Strategy You @arabellatv | #leancontent
- 8. Path: Content Strategy Engage Tell React Listen Nothing @arabellatv | #leancontent
- 9. Path: Content Strategy Engage Tell React Listen Nothing @arabellatv | #leancontent
- 10. Path: Content Strategy Engage Tell React Listen Nothing @arabellatv | #leancontent
- 11. Path: Content Strategy Engage Tell React Listen Nothing @arabellatv | #leancontent
- 12. Path: Content Strategy Engage Tell React Listen Nothing @arabellatv | #leancontent
- 13. How can you create impact with your content marketing strategy? @arabellatv | #leancontent 13
- 14. Step 1: Take the âmarketingâ out of your content marketing strategy @arabellatv | #leancontent 14
- 15. A high impact content strategy is an integral part of your core business. Not just your marketing. @arabellatv | #leancontent 15
- 16. Engagement Sweet Spot: Company Core Values @arabellatv | #leancontent 16
- 17. Engagement Sweet Spot Customer Company Core and Community Values Interests @arabellatv | #leancontent 17
- 18. Engagement Sweet Spot Customer Company Core and Community Values Interests Internal Team Interests @arabellatv | #leancontent 18
- 19. Engagement Sweet Spot Customer Company Core and Community Values Interests Internal Team Interests Opportunity for workforce development @arabellatv | #leancontent 19
- 20. Engagement Sweet Spot Customer Company Core and Community Values Interests Internal Team Interests Opportunity for Opportunity for workforce development personal branding @arabellatv | #leancontent 20
- 21. Engagement Sweet Spot: Key Content Topics Customer Company Core and Community Values Interests Internal Team Interests Opportunity for Opportunity for workforce development personal branding @arabellatv | #leancontent 21
- 22. Why find the engagement sweet spot? @arabellatv | #leancontent 22
- 23. Forced content is too market-y @arabellatv | #leancontent 23
- 24. Exciting content ârallies the troopsâ and enlists talented content producers @arabellatv | #leancontent 24
- 25. Passion topics make content easier to produce and share-worthy @arabellatv | #leancontent 25
- 26. Practical tips: ďźRun a survey ďźCollect the data @arabellatv | #leancontent 26
- 27. ďźFind the Engagement Sweet Spot Customer Company Core and Community Values Interests Internal Team Interests @arabellatv | #leancontent 27
- 28. Step 2: Produce good content @arabellatv | #leancontent 28
- 29. Valuable to your audience @arabellatv | #leancontent 29
- 30. Consistent with your message @arabellatv | #leancontent 30
- 31. Dynamic: fresh and frequent @arabellatv | #leancontent 31
- 32. To summarize, good content is: ďź Valuable to your audience ďźConsistent with your message ďźDynamic: fresh and frequent @arabellatv | #leancontent
- 33. To summarize, good content is: ďź Valuable to your audience ll! ta at ďźConsistent with youremessage ei cr lt to fficu ďźDynamic: ifresh and frequent d ry Ve @arabellatv | #leancontent
- 34. And...not everyone is a writer. @arabellatv | #leancontent 34
- 35. Step 3: Add content curation to your content marketing strategy @arabellatv | #leancontent 35
- 36. The Old Content Cycle: One to Many Content Author Authors Editor Curators Audience Organization and Context Readers @arabellatv | #leancontent
- 37. The New Content Cycle: Many to Many Content Authors Authors Curators Curators Audience Organization and Context Readers @arabellatv | #leancontent
- 38. The New Content Cycle: Many to Many Content Authors Authors Curators Curators Necessity. Audience Organization and Context Readers @arabellatv | #leancontent
- 39. The New Content Cycle: Many to Many Content Authors Authors Curators Curators Opportunity! Audience Organization and Context Readers @arabellatv | #leancontent
- 40. The Content Explosion âEvery two days we create as much content as from the dawn of man up to the year 2003.â - Eric Schmidt, Google, at the 2010 Techonomy Conference @arabellatv | #leancontent 40
- 41. Conďtent Cuďraďtor âSomeone who continually finds, groups, organizes and shares the best and most relevant content on a specific issue online.â - Rohit Bhargava, Ogilvy âA web superhero.â - Steve Rosenbaum, Author, Curation Nation @arabellatv | #leancontent
- 42. Content Curation Case Study @arabellatv | #leancontent 42
- 43. Case Study: IS Decisions @arabellatv | #leancontent
- 44. Case Study: IS Decisions ⢠Information Technology Software Publisher ⢠Specializes in Infrastructure and Security ⢠3,000 customers worldwide @arabellatv | #leancontent
- 45. Case Study: IS Decisions Problem: How do you get top of mind in a crowded market with multiple vendors and numerous potential customers? @arabellatv | #leancontent
- 46. Case Study: IS Decisions Target audience - technology professionals: ⢠Engineers and Specialists ⢠CIOâs ⢠IT Consultants @arabellatv | #leancontent
- 47. Which topics would engage their target audience? @arabellatv | #leancontent
- 48. IS Decisions curated topic lineup: Microsoft News Infrastructure IT Tools Security Corporate News @arabellatv | #leancontent
- 49. Content Discovery Sources: ď˘What the team reads: IT blogs, tech media ď˘Google Reader ď˘Scoop.it suggestion content engine ď˘Company blog and news @arabellatv | #leancontent
- 50. Content Curation Content types: ď˘News ď˘Product reviews ď˘Tips and tools ď˘Strategy ď˘Geek stuff ď˘Relevant multimedia: SlideShares, videos, infographics @arabellatv | #leancontent
- 51. Unique Perspective â˘Context â˘Opinion â˘Human touch! @arabellatv | #leancontent
- 52. Social Sharing + @arabellatv | #leancontent
- 53. Branding and Integration www.isdecisions.com @arabellatv | #leancontent
- 54. Results so far: Read the Story on our blog ⢠Targeted audience of close to 40,000 visits on niche topics ⢠110,000 page views ⢠46,000+ search results in Google ⢠Lead generation, brand awareness @arabellatv | #leancontent
- 55. @arabellatv | #leancontent 55
- 56. @arabellatv | #leancontent 56
- 57. @arabellatv | #leancontent 57
- 58. @arabellatv | #leancontent 58
- 59. Step 4: Generate new ideas, iterate, #leancontent @arabellatv | #leancontent 59
- 60. What is #leancontent? âThe lean content model is about writing less, but saying more, using fast feedback loops and tools to live up to the promise that less is more.â - Martin W. Smith, Director of Marketing at Atlantic BT @arabellatv | #leancontent 60
- 61. What is #leancontent? âThe lean content model is about writing less, but saying more, using fast feedback loops and tools to live up to the promise that less is more.â - Martin W. Smith, Director of Marketing at Atlantic BT âLike lean startup culture, the marketing sector could learn a few things from smaller, nimble means of spreading the word about a great new product...Blasting out a brand message doesnât work if the underlying claim or value proposition is bupkis.â - As reported by J.D. Lasica, Social Media Biz @arabellatv | #leancontent 61
- 62. Lean Startup Model @arabellatv | #leancontent 62
- 63. #leancontent principles, thus far: ⢠Scrappiness - high impact with minimum resources ⢠Validated learning with âsmall betsâ ⢠Feedback loop: Build-Measure-Learn @arabellatv | #leancontent 63
- 64. Practical tips: Test ideas on appropriate curation platforms ⢠Entertainment ⢠Professional content content ⢠Pinboard ⢠Custom topic page ⢠Social media ⢠Video content chatter ⢠Channel ⢠Embeddable story @arabellatv | #leancontent 64
- 65. Practical tips: Donât just create, SHARE your work! @arabellatv | #leancontent 65
- 66. Step 5: Empower your community of interests. @arabellatv | #leancontent 66
- 67. And they will become the cheerleaders of your brand! @arabellatv | #leancontent 67
- 68. Practical tips: ďźHost events that bring together your community ďźPartner with other brands that help spread your message @arabellatv | #leancontent 68
- 69. Review: 5 Steps for High Impact Content Marketing Strategy 1. Take the âmarketingâ out of your content marketing strategy 2. Produce âgoodâ content 3. Add content curation to your content strategy 4. Generate new ideas, iterate, #leancontent 5. Empower your community of interests @arabellatv | #leancontent 69
- 70. Thank you! Please connect with me: Arabella Santiago Marketing and Communications Director, Scoop.it arabella@scoop.it www.scoop.it @scoopit @arabellatv @arabellatv | #leancontent