Content Strategy Starter Kit
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You know you need a content strategy for your brand, but where do you even start? Here's your content strategy starter kit, straight from McMURRY/TMG's Chief Content Officer, Kim Caviness.
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Content Strategy Starter Kit
- 1. 1 YOUR CONTENT STRATEGY STARTER KIT by Kim Caviness, Chief Content Officer, McMURRY/TMG
- 3. 3CONFIDENTIAL It’s the primary way people are going to learn about you. And it works to convert prospects into customers. Source: http://www.demandmetric.com/content/content-marketing-infographic
- 4. 4CONFIDENTIAL 70% 60% Prefer getting to know a company via articles rather than ads Feel more positive about a company after reading custom content on its site 67% Trust editorial content 56% Will take action based on content, higher than any other form of advertising Customers... Source: http://www.contentplus.co.uk/marketing-resources/infographics/anatomy-of-content-marketing/ Source: http://www.nielsen.com/us/en/newswire/2013/just-do-it-consumer-trust-in-advertising-and-willingness-to-ta.html
- 5. 5CONFIDENTIAL Content gets you found online by improving search results and driving traffic. But 27 million pieces of content are shared each day.
- 6. 6CONFIDENTIAL Q:So, how do you make sure that your brand’s content: a) gets seen? b) gets results?
- 7. 7CONFIDENTIAL A:Do NOT blog, tweet, pin, vine or jump from space until after you dig deep, REALLY deep, and identify the perfectly right-for-your-brand content strategy.
- 8. 8CONFIDENTIAL The perfectly right-for-your-brand content strategy wins hearts, minds and wallets relevance entrances your audience drives ROI fuels CRM kills it for your brand trust actions taken conversion results
- 10. 10CONFIDENTIAL Answerthese 10 questions 1 2 3 4 5 6 7 8 9 10
- 11. 11CONFIDENTIAL 1.What is your brand’s #1 differentiator in the marketplace? 1 2 3 4 5 6 7 8 9 10
- 12. 12CONFIDENTIAL 2.What is your rallying cry— internally and externally? 1 2 3 4 5 6 7 8 9 10
- 13. 13CONFIDENTIAL 3.What does your brand uniquely have permission to do, say and ask? 1 2 3 4 5 6 7 8 9 10
- 14. 14CONFIDENTIAL 4.What does your brand not have permission to do, say and ask? 1 2 3 4 5 6 7 8 9 10
- 15. 15CONFIDENTIAL 5.Who and where is your audience? 1 2 3 4 5 6 7 8 9 10
- 16. 16CONFIDENTIAL 6.What brings your audience together? What drives them apart? 1 2 3 4 5 6 7 8 9 10
- 17. 17CONFIDENTIAL 7.Why does your audience follow you? Why do you wish they followed you? 1 2 3 4 5 6 7 8 9 10
- 18. 18CONFIDENTIAL 8.What does your audience truly, madly, deeply need from you—and what will they accept from you in exchange? 1 2 3 4 5 6 7 8 9 10
- 19. 19CONFIDENTIAL 9.What do you want your audience to do after experiencing your content? 1 2 3 4 5 6 7 8 9 10
- 20. 20CONFIDENTIAL 10.How will you measure the results of the content you put out there? 1 2 3 4 5 6 7 8 9 10
- 21. 21CONFIDENTIAL Whatwere youranswers tothefirst 8 questions? 1 2 3 4 5 6 7 8 9 10
- 22. 22CONFIDENTIAL Whatwere youranswers tothelast 2 questions? 1 2 3 4 5 6 7 8 9 10
- 23. 23CONFIDENTIAL Theperfectly right-for-your-brand contentstrategy meetshere inthemiddle. 1 2 3 4 5 6 7 8 9 10
- 24. 24CONFIDENTIAL It will be grounded in one big, brilliant idea that brings your strategy to life.
- 25. 25CONFIDENTIAL Year-over-year growth in unique site traffic is 7.8x higher for content marketing leaders compared to followers (19.7% vs 2.5%). Website conversion rate is nearly 6x higher for content marketing adopters than non-adopters (2.9% vs 0.5%). Source: Crossing the Chaos: Managing Content Marketing Transformation, The Aberdeen Group Content Leaders See Results
- 26. 26CONFIDENTIAL 64% Only 38% of companies have a content strategy report. Source: http://www.contentplus.co.uk/marketing-resources/infographics/anatomy-of-content-marketing/ Source: http://www.nielsen.com/us/en/newswire/2013/just-do-it-consumer-trust-in-advertising-and-willingness-to-ta.html 38% Yet... Are you in the 64% that doesn’t? Don’t let this happen to your amazing brand.
- 27. 27CONFIDENTIAL One last step: The Mission Statement
- 28. 28CONFIDENTIAL
- 29. 29CONFIDENTIAL Great content strategies deliver killer results you can take all the way to your brand bank.