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Content Marketing Strategy
Content Marketing Strategy
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A Blog is not a Content Strategy

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A Blog is not a Content Strategy

  1. Dear CMO, A Blog Is Not A Content Strategy John Doherty | @dohertyjf
  2. Presentation inspired by a popular blog post.
  3. http://www.johnfdoherty.com/blog-is-not-a-content-strategy/ A Bold Claim
  4. Interest in Content Marketing is Increasing http://www.google.com/trends
  5. As Is Interest In Content Strategy http://www.google.com/trends
  6. Low Quality Content is Punished by Google
  7. Websites Google Low Quality Content is Punished by Google
  8. What is the difference between Content Marketing and Content Strategy?
  9. Content marketing is an umbrella term encompassing all marketing formats that involve the creation and sharing of content in order to attract, acquire and engage clearly defined and understood current and potential consumer bases with the objective of driving profitable customer action. (Wikipedia) Content Marketing
  10. Content Marketing
  11. User Content Outreach Visitors Conversion Needs Content Marketing Process
  12. Define Create Do Benefit Profit User Content Outreach Visitors Conversion Needs Content Marketing Process
  13. #stratos #livejump #redbullstratos #redbull 208966 Facebook Interactions 28469 Tweets 13299 +1s on Google+ It’s this
  14. 400k views on VIMEO - https://vimeo.com/31455885 And this.
  15. Content Strategy Content strategy plans for the creation, publication, and governance of useful, usable content. Necessarily, the content strategist must work to define not only which content will be published, but why we’re publishing it in the first place. - Kristina Halvorson
  16. Content Strategy Content Content Content User Needs Content Audit Measurement Planning Production Deliverance
  17. Content Strategy Define Research Plan Produce Execute Audit Content Content Content User Needs Content Audit Measurement Planning Production Deliverance
  18. Slide from @sara_ann_marie’s Getting Unstuck presentation Content Strategy works cross- platform
  19. Homepage of Forbes.com Content Types Matter
  20. Homepage of Forbes.com Tycoon News Small Business Startups Entrepreneurship Social Media Economy Work From Home Content Types Matter
  21. Content Marketing vs + Content Strategy = WIN.
  22. Content outside of conversion-oriented content gets you links and brand advocates. Links and brand advocates get you customers. Customers pay you money.
  23. This is content marketing Content outside of conversion-oriented content gets you links and brand advocates. Links and brand advocates get you customers. Customers pay you money.
  24. It’s all part of a larger brand strategy though
  25. This is content strategy It’s all part of a larger brand strategy.
  26. Content Strategy Platforms
  27. People still consume a lot of content online Desktop
  28. They’re increasingly shifting to mobile Mobile
  29. Tablets are on the rise Tablets
  30. Content Strategy Is Hard
  31. “Quality, relevant content can't be spotted by an algorithm. You can't subscribe to it. You need people - actual human beings - to create or curate it.” – Kristina Halvorson, Content Strategy for the Web
  32. #2 #4 It ranks. It drives traffic. It converts users.
  33. What About Blogs Then?
  34. Define Research Plan Produce Execute Audit Content Content Content User Needs Content Audit Measurement User Needs Planning Production Deliverance A blog cannot meet all user needs.
  35. RedBull Stratos Got Social
  36. 208966 Facebook Interactions #stratos 28469 Tweets #redbullstratos 13299 +1s on Google+ #livejump #redbull RedBull Stratos Got Social
  37. Their blog?
  38. Day of and 2 days after. Respectable. Their blog?
  39. Day of and 2 days after. Respectable. 5 to 9 days later. Nothing. Wasted Effort. Their blog?
  40. I’d hate to be Day of and 2 days after. Respectable. their blogger now. 5 to 9 days later. Nothing. Wasted Effort.
  41. They forgot about their audience
  42. Active Young Short Attention Span They forgot about their audience
  43. Tips For Winning With Content
  44. Users First Image from @ipullrank’s Keyword Level Demographics
  45. Think About Page Types Video Centric Guides/Education Text-Centric Products Image Centric Conversion-Centric Categories Blog Posts
  46. Vary Content Types
  47. Microsites Youtube TV Shows Vary Content Types
  48. Vary Platforms
  49. Measure As You Go No one wants to waste effort.
  50. Cut What’s Not Working
  51. Content Strategy and Marketing are Vital in 2012/2013
  52. Don’t confuse marketing for strategy. Strategy first, then marketing.
  53. Have Fun Winning
  54. John Doherty Director, Distilled NYC @dohertyjf John.doherty@distilled.net Thank you! Feel free to get in touch with questions or inquiries.

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