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Semelhante a Session11 content strategy
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Session11 content strategy
- 2. Communicate Four Basic Goals: To Inform To Educate To Persuade To Appeal To Emotions
- 3. Content Strategy How to communicate to the Groundswell… Defines what to listen to and what you will say… … how you will say it and where… … when you will say it… … why you are investing in content…
- 5. Elements of Content Strategy • Content Audit and Analysis • Identify Audience • Identify Audience Interests • Identify Content Focus • Develop Keyword Analysis • Establish the Brand Voice and Style • Establish an Editorial Calendar • Track, Measure and Improve Your Content and Conversation Stimulate engagement, demonstrate thought leadership, and consistency with business goals.
- 8. Content Type • Establish what and how will you communicate – Establish the 70/20/10 Rule • Customers lifestyle, interests and needs • Other People’s Content • Promotional – Establish which platforms you will focus on
- 9. Content You Want to Feed Your Audiences
- 10. Content Your Audience Wants
- 12. Elements of Content Strategy • List Your Broccoli Content – Things you want to deliver to your audiences • List Your Cheese Content – What your audiences want and what they are looking for
- 13. Evergreens: Static Content All-Year-Round
- 15. Potted Flowers: Current or Spontaneous
- 16. Elements of Content Strategy • List Your Evergreens: Content that can last all year around with minimum changes • List Your Perennials: Content that may return season after season or time to time every year • List Your Potted Flowers: Content that adds color and moves with the day-to-day, week-to- week or month-to-month
- 17. Broccoli & Cheese: Content Topics Evergreens Perennials Potted Flowers
- 18. Content Frequency & Calendar • Post content at the most optimal time • Use summary excerpts of your main points to avoid truncating content • Depending on your campaign, trends and season, designate weekly or monthly schedule for posts
- 19. Measure Results • Track how many comments and Likes your Facebook post gets. • Track monthly how many followers, retweets and mentions you or your brand gets. • Measure how many comments your blog posts get and how much traffic they receive. • Measure social media referral traffic to your website; in other words, how much traffic is sent from Twitter, Facebook and LinkedIn?
Notas do Editor
- 70 percent of content should focus on your customers' interests and needs. This can be accomplished through how-to tips, answers to frequently asked questions, and links to helpful resources. Ask yourself, "Would I find this content helpful?" If the answer is yes, then it's probable others will too. 20 percent of content should be "OPC" — other people's content. That mandates a willingness to allow user-generated content on social channels you manage, such as a Facebook page. This gives your customers a sense of ownership in the conversation and serves to foster trust. 10 percent of content should be promotional. If you are willing to focus 90 percent of your content on others, then, hopefully, no one will complain when 1/10th of it calls attention to your products and services.
- 70 percent of content should focus on your customers' interests and needs. This can be accomplished through how-to tips, answers to frequently asked questions, and links to helpful resources. Ask yourself, "Would I find this content helpful?" If the answer is yes, then it's probable others will too. 20 percent of content should be "OPC" — other people's content. That mandates a willingness to allow user-generated content on social channels you manage, such as a Facebook page. This gives your customers a sense of ownership in the conversation and serves to foster trust. 10 percent of content should be promotional. If you are willing to focus 90 percent of your content on others, then, hopefully, no one will complain when 1/10th of it calls attention to your products and services.
- 70 percent of content should focus on your customers' interests and needs. This can be accomplished through how-to tips, answers to frequently asked questions, and links to helpful resources. Ask yourself, "Would I find this content helpful?" If the answer is yes, then it's probable others will too. 20 percent of content should be "OPC" — other people's content. That mandates a willingness to allow user-generated content on social channels you manage, such as a Facebook page. This gives your customers a sense of ownership in the conversation and serves to foster trust. 10 percent of content should be promotional. If you are willing to focus 90 percent of your content on others, then, hopefully, no one will complain when 1/10th of it calls attention to your products and services.