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Strategy-Aligned Content Helps You Achieve Your Objectives

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This presentation was delivered at Content Marketing World 2018. Andrew Bredenkamp, Founder and CEO, Acrolinx presented on the need to have a documented strategy. His point was you probably kind of do. Be sure your content strategy contain: audiences, content types, brand voice and tone(s), messaging, success criteria (quantifiable goals).

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Strategy-Aligned Content Helps You Achieve Your Objectives

  1. 1. Strategy-Aligned Content Helps You Achieve Your Objectives
  2. 2. How to make Content that Works for a Living
  3. 3. 5 Strategy-Aligned Content Helps You Achieve Your Objectives Do you have a documented strategy - you probably kind of do… what does a good content strategy contain: audiences, content types, brand voice and tone(s), messaging, success criteria (quantifiable goals) “Content”? - we just need viral videos, right? No, we need to go beyond traffic, to engagement, conversion and trust “Objectives”? - what are your goals? (see strategy)
  4. 4. I will (Achieve this Objective) as measured by (this set of Key Results).
  5. 5. https://felipecastro.com/resource/The-Beginners-Guide-to-OKR.pdf
  6. 6. 11 How are you measuring your content now?
  7. 7. 12 Is it aligned with your strategy?
  8. 8. 13 What is Content Strategy anyway?
  9. 9. Your story
  10. 10. Your audience(s)
  11. 11. Your Personality…
  12. 12. Story PersonalityAudience(s ) The words that you choose
  13. 13. 25 Language builds communities…
  14. 14. Shibboleth
  15. 15. ‫ת‬ֶ‫ֹּל‬‫ב‬ ִׁ‫ש‬
  16. 16. 29 Marketing is about building communities
  17. 17. That’s everything, right?
  18. 18. 31 Not quite.
  19. 19. 32 Now you have to execute on it!
  20. 20. “Meat” for the sausage machines…
  21. 21. “Content is no longer just a marketing problem.” Dusty DiMercurio Content Marketing & Social Media Autodesk
  22. 22. 38 Customer retention is everyone’s problem… … the customer experience is everyone’s problem…
  23. 23. In the new world of business, customer retention beats winning new business…
  24. 24. Existing Customers are worth more than new ones… Assumptions $10m SALES 30% growth
  25. 25. “When we looked, we saw that 70% of our clients touched so-called ‘post-sale’ content before they bought. To call it ‘post-sale’ is clearly a misnomer.” James Mathewson, Technical Marketer, Content, IBM
  26. 26. 50 Off-strategy – not doing what the business needs it to do. Off-brand – written in a multitude of different voices Undiscoverable – hidden from customers or customer-facing employees Poor quality – sloppy, hard to understand and factually inaccurate Out of date – not relevant and not useful
  27. 27. 51 So what do companies do about it?
  28. 28. 52 Tried and trusted tactics include...
  29. 29. 53 Develop a style guide...
  30. 30. 55 Make a nice slide deck and “assets” for it
  31. 31. 56 Put everyone through training (Really? Everyone? agency staff, freelancers, SMEs?)
  32. 32. 57 Then, never mention it again
  33. 33. 58 Develop personas or target audiences ...
  34. 34. Definition: Drilling Down to Individuals
  35. 35. 60 … but don’t validate content against them
  36. 36. 61 Or, define a “process”
  37. 37. 62 … which doesn’t look at the actual content going through it
  38. 38. 64 Everywhere you look, what almost always happens is ...
  39. 39. 65 ...while your content is over here Your strategy is over here...
  40. 40. This is your strategy…
  41. 41. ...this is your content
  42. 42. Maybe it’s not even that coherent…
  43. 43. 69 ...because you don’t know why content works (Are you measuring all your content?) You can’t learn to create content that works...
  44. 44. 70 Enough complaining already, …
  45. 45. 71 … what does better look like?
  46. 46. 72 Better means capturing and digitizing your strategy… … so that you can measure your content against it
  47. 47. 73 On-brand On-target Converts well On-target Converts well On-brand Converts well On-target On-brand Marketing Content Product Content Support Content
  48. 48. 75 Governance: Form a Content Council or Content Center of Excellence?
  49. 49. 76 Yes, but what does it actually look like?
  50. 50. 77 Refine Your Goals Process Support Content Analytics Guide Writers Capture Your Goals Benchmark Your Content Understand Your Goals Active Content Governance in Action
  51. 51. 82 Metrics are your friend... … ultimately they help you show that you kept your promises.
  52. 52. 84 What a CFO wants: • “Quantifiable Business Goals” • “Metrics to track” • “Ability to measure” = Numbers = Numbers = Numbers
  53. 53. www.acrolinxcc.com
  54. 54. 88 Three takeaways… 1. Capture your strategy so you can execute on it. 2. Work out how to measure it. 3. Get ready for your next promotion!
  55. 55. One Clear Voice

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