PURPOSE
Solve a business problem
Answer a question
Provide insight
Support completion of a task
Sell something
PURPOSE
Impact perceptions and awareness
Win hearts and minds
Manage dialog
DEFINING SUCCESS
Conversions (sales)
Analytics Visitors Reach Influence Sentiment
CONTENT IS EVERYTHING
Content drives every single interaction on the internet.
Every single one.
CONTENT IS EVERYTHING
Mobile Device Content Web Video Content
Blog Content
Social Media Content
Email Content
SOLVING A BUSINESS PROBLEM
We don’t sell enough stuff.
No one knows who we are.
No one can find us online.
Our competitors are killing us.
SUPPORTING A TASK
Provide information
Provide insight
Complete a sale
WINNING HEARTS & MINDS
Be interesting
Be relevant
Be valuable
MANAGING DIALOG
Everyone else is making content about your brand, too.
Engage with your audience.
Respond to feedback.
Monitor and moderate online conversations.
THREE TYPES OF MEDIA
GETTING IT DONE
Make
Manage
Monitor
Moderate
Measure
make
manage
monitormoderate
measure
MAKE THE CONTENT
Blogs, email, web video, mobile devices, social media, and other online properties.
Long form and short form text, images, links, video, widgets, presentations, and other online media.
Developed based on the content plan, and designed to deliver on the goals of the initiative.
MANAGE THE CONTENT
Quality control for each platform, ensuring that all content is web optimized and published following best practices.
Governance of content across multiple teams: internal teams, agencies, PR firms, etc.
Ensures that all work is created, approved, and published on time and on strategy.
MONITOR DIALOG
Monitor the dialog on your platform, as well as the internet at large to identify risk and opportunity.
Monitors sentiment to stay informed about what people think about your brand in real time.
Identify influence, and build a list of relevant influencers in your space over time.
MODERATE DIALOGRespond to dialog as outlined in the content plan.
Evaluate and curate user generated content on our platforms.
Identify and evaluate brand dialog on external platforms.
Edit/approve incoming content from external sources.
Proactively promote brand content on external platforms.
MEASURE EFFECTIVENESS
Almost every measurement available for online platforms is actually a measurement of the content - not the platform.
Integrated multi-platform analytics reports and recommendations for each initiative.
This is an on-going science experiment whose goal is to get incremental growth in key metrics as defined in the initiative.
SETTING UP
Blog account
Google Docs account
ASSIGNMENT
Company Profile
Summary of business
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