Content Strategy

Communicate

Four Basic Goals:To Inform

To EducateTo Persuade

To Appeal To Emotions

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…

Content Strategy

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.

Content Strategy

Keywordshttps://adwords.google.com/o/Targeting/Explorer?__c=1000000000&__u=1000000000&ideaRequestType=KEYWORD_IDEAS

Content Strategy

Content Focus

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

Content You Want to Feed Your Audiences

Content Your Audience Wants

Your Content Topics

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

Evergreens: Static Content All-Year-Round

Perennials: Seasonal Content

Potted Flowers: Current or Spontaneous

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

Broccoli & Cheese: Content Topics

Evergreens Perennials Potted Flowers

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

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?

Content Strategy

Google Analyticshttps://www.google.com/analytics/web/?hl=en&pli=1#report/visitors-overview/a19848887w39610959p39311289/