Day 2 of the Integrated Marketing Communications program at the University of Wisconsin Madison Executive Education program on Social Media and Content Marketing

1. Crafting Your
Content
Strategy
#IMC2012
Paul J Gibler MBA

2. EC = MC
Every Company is
a Media Company
Source: Tom Foremski, Silicon Valley
Watch @tomforemski
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3. What is Content Marketing?
“Content marketing is the creation
and distribution of educational
and/or compelling content in multiple
formats to attract and/or retain
customers.”
Source: Marketing Profs & Junta Joe “B2B Content Marketing: 2010
Benchmarks, Budgets and Trends”
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4. Content Strategy
“Content strategy plans for the creation,
publication, and governance of useful,
usable content.”
Kristina Halvorson, Content Strategy for the Web,
2010 @halvorson
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5. Why Content Marketing?
• Interruption doesn’t work
• Consumer behavior has changed
• Everyone is the media and a publisher
• Growth of Generation C
Source: Adapted from “Content Rules”, Ann Handley,
Marketing Profs and CC Chapman
@thecontentrules, @marketingprofs, @cc_chapman
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6. 5 W’s of Content
1. Who is the audience and who are you?
2. What do you want to achieve?
3. When and how do you want it to happen?
4. Where are you going to publish?
5. Why are you creating content?
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7. Content
Hub
Partially
Sponsored
Owned
Owned
Earned Paid
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8. Content Management Strategy
Who – will create and maintain content?
What – topics will we cover, formats are we providing?
Where – will we get content, distribute content?
When – will we publish content or update content?
Why – does user want content, does it provide value?
How – are we going to deliver content? Or say it?
Source: Modified from Karen McCrane, Content Strategy. Content is King
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9. 9

10. Types of Content
Educational
Entertaining
Expertise (Informative)
Evidence
Source: Modified from Ardath Albee @ardath421
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11. Good content is…
Appropriate
Supported Useful
User-
Concise
centered
Source: Erin Kissane,
“The Elements of
Content Strategy”, A
Consistent Clear Book Apart, 3/11
@kissane
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12. Good content is…
aligned with visitor’s journey in context,
time and form
aligned with business goals &
sustainable over time
“…an information annuity.”
Jay Baer @jaybaer
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13. Good Content, Let’s Me…
Skip
Talk Back
Share
Talk With
Save
Trash
Savor
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14. Good Content
• Believable
• Concise
• Human
• Original
• Passionate
• Relevant
• Surprising
• True
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15. 10 Content Tips
1. Content Mapping – identify content types for
customers at different phases of buying cycle
2. Content Audit – audit content for gaps, usability
and refinements
3. Competitive & Market Review – monitor and
benchmark market leaders and competitors
4. Editorial Scheduling – create editorial plan for
content that you should have
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16. 10 Content Tips
5. Content Creation Resource Identification –
identify internal and external content sources
6. Process Development – develop content
creation, curation, optimization, approval,
promotion and re-purposing process
7. Measurement – Develop goals and identify
methodology for extracting and reporting
results
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17. 10 Content Tips
8. Creator Feedback – implement feedback
mechanisms for content creators to reinforce
successful content types/styles
9. Editorial Refinement – refine editorial strategy
and allow for on-demand and wildcard content
creation/marketing opportunities
10.Testing – make an effort to test, refine and
repeat. Scale what works. Kill what does not.
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18. Squeeze your
Content
Re-purpose
Atomize
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19. Publishing Process
Editorial
[Develop]
Evaluation Production
[Evaluation] [Manage]
Distribution Circulation
[Promote] [Deploy]
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20. Content
Marketing Reorganize
Optimization
Re-imagine Re-write
Source: Modified
from “Creating
Content that
Sells: Content
Marketing for
Re-purpose Retire Demand
Generation”,
Marketo
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21. 6 Rules of Content Marketing
1. Non promotional
2. Relevant to Reader/Viewer/Listener
3. Closes a Gap
4. Well Written/Produced/Delivered
5. Relevant to your Company
6. Gives Proof
Source: Modified from “Creating Content that Sells:
Content Marketing for Demand Generation”, Marketo
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