Transcript: Content strategy: 5 (+1) Best Practices KPI's Hand-in-hand with planning Imagery Infographics Videos Events Webinars ROI calculators Create content based on themes that matter to your audience & that intersect with what you offer Use content to help move them through the buying cycle Goal: build credibility Examples: Newsletters Email Positioning papers Industry surveys & reports Social media Infographics Goal: long-term commitment The right mix Goal: convert to sale Anonymous by Scott O. Handy Examples: Case studies Customer success stories ROI calculators Product demos Webinars Long-term engagement or re-engagement: Share on social media Blog about you Employee engagement Brand evangelists firstname.lastname@example.org 404 / 550.4951 http://www.linkedin.com/in/scottohandy/ Examples: Newsletters (subscribe) Blogs (comment) Social media (like / follow) Industry surveys & reports (register) the conversion to a sale! “Because of his professionalism, his reliability, his flexibility, it is always a pleasure to work with Scott. Not only does he unfailingly deliver high-quality work, but Scott is also always willing to help. Last but not least, his good humour contributes greatly to a positive team atmosphere, especially in times of pressure.” http://www.linkedin.com/references?mrp=&posID=32391537&goback=%2Ersm Automation Offline: Print Events Swag Media CSR Secondary personas Offline: Event registrations PR / Media Speaking engagements Analytics Convert Lead Goal: build knowledge (brand awareness) Tactic: targeted content Tactic: mid-tail content Calendar provides: Tactic: targeted content Buyer Prospect Know you Trust you Buy from you No loyalty Align with your audience Examples: Contests Surveys User groups Email Premium content Mobile apps Social media Editorial calendar Online: Website Corporate blog Microsites Social media Email E-newsletters Webinars Mobile Tactic: short-tail content The right content in the right place at the right time Must haves: Reach RACE methodology Examples: Event (attend) Webinar (attend) Social media (share) Blog (comment / share) Careers section (apply for job) Online: CTR Visits Downloads Video views Registrations SEO / SEM Examples: Job fairs Press releases Industry events Website Social media Infographics ... and a rich mix of formats Tactic: targeted content Journalists Job seekers Brand awareness Lead generation Customer conversion Customer service Customer loyalty / retention Customer upsell Brand evangelists Lead Schedules (When) Producers (Who) Types (What) Topics (Why) Channels (Where) Building brand awareness (= 'Anonymous' stage of Buying cycle) Tactic: targeted content Goal: create brand evangelists CRM tool (Salesforce.com) Opportunity lifecycle Milestones Forecasts Cross-sell / upsell RACE In order for content to be in the right place at the right time, it needs to be in a rich mix of places ... Know you Willing to trust you No sale No loyalty Ultimate business goal is: Buying personas Create a community of brand evangelists who will fight for your brand. Before starting your content strategy, you should have: Subscriber Prospect Examples: Customer newsletters Customer portal Mobile apps User groups Webinars Social media Examples: Industry events About us Blogs Social media User-generated content Buying cycle Step 0 = Plan ----------------------------------------- Step 1 = Align with business Step 2 = Align with audience Tactic: long-tail content Buyer Analysts Students Step 0 = Plan ----------------------------------------- Step 1 = Align with business Align with business cycle & RACE “Scott and I have worked together for several years and I have always been impressed with the pride he takes in his work and his great attention to detail. Scott was involved in the very successful launch of the new corporate website and has continued to ensure the high editorial quality of the site is maintained, liaising with colleagues and agencies globally. Scott and I work together across geographical and time differences and his common sense approach and friendly demeanor mean working with him is a real pleasure.” http://www.linkedin.com/references?mrp=&posID=32391537&goback=%2Ersm Goal: build trust Anonymous No knowledge No trust No sale No loyalty Buying personas Goal: build loyalty Engage Goal: take desired next step Act Interact = Taking desired next step Step 0 = Plan ----------------------------------------- Step 1 = Align with business Step 2 = Align with audience Step 3 = Right mix Reach Secondary personas Channels Know you Trust you Willing to buy No loyalty Accountability Blue print Priorities Budgets Integration (re)Purpose Milestones Expectations Buying cycle Examples: White papers Website Press releases Social media Measure success Increased share of voice Improved customer service Increased customer satisfaction Shorter sales cycle Increased sales leads Increased engagement with influencers Increased media share Increased speaking engagements Living document(s) Changes
Transcript: Different perspectives - One Objective - Getting their mindshare and timeshare What should be our content strategy? Approach them from every touchpoint What are the tools required? Adobe Connect: an enterprise web conferencing solution for online meetings, eLearning, and webinars Adobe Captivate 5.5: elearning authoring software for interactive eLearning. Publish to leading SCORM- and AICC-compliant LMS and track key performance metrics. Else buy a suite Instructor Led? [Ideal for behavirol/ skills trainings?] LMS Todays topic: Death By Powerpoint Instructor Led Solutions Everyday workplace Solutions Presenter 7 (?) Captivate 5.5 (US$799) Indesign 5.5 (US$699) Adobe Dreamweaver® CS5.5 (US$399) Adobe connect (Volume only) My Learning and Development LMS Resources Posters/Fliers Emailers SMS [Informal everday learning?] Adobe® InDesign® CS5.5: design page layouts for print or digital distribution. Integrate interactivity, video, and audio for playback on tablets, smartphones, and computers. Adobe® Dreamweaver® CS5.5: web authoring and editing software for creating standards-based websites and designs for the desktop, smartphones, tablets, and other devices. E-learningsuite 2.5 (US$1799) Web Based? Classroom [Ideal for product/ process training?] Recomendations Resources Presentations Handbooks Activities/Games Audio/video Resources web conferencing online wikis/blogs e-learning applications demos audio/video Web Based Solutions Adobe Presenter 7: transform drab presentations into engaging Adobe® Flash® Player content (reduce 98% size, publish online). Easily add narration, videos, animations, interactivity, quizzes, and software simulations. Adobe® InDesign® CS5.5: design page layouts for print or digital distribution. Integrate interactivity, video, and audio for playback on tablets, smartphones, and computers. LMS Workplace Online http://www.adobe.com/showcase/casestudies/itis/casestudy.pdf LMS Everyday workplace? Iffco Tokio Case Study My Learning and Development Some Links http://www.adobe.com/products/elearningsuite.html?promoid=EICHP http://www.adobe.com/products/creativesuite/mastercollection.html?promoid=DTELL http://www.adobe.com/products/adobeconnect.html http://www.adobe.com/education/purchasing/education_pricing.html
Transcript: Brand Personas Pain points Solutions Entertainment Content Content Strategy Time and reason Format TOV Length Device Channel - hangouts Channel - restrictions Environment Audience Brand messaging Keywords Goals Monitoring SOURCES AND CREDITS News diary Editorial planning Brand events
Transcript: STRENGTHS Combination of catalog protective products and custom molding capabilities is a differentiator Qualified vendor at most medical device manufacturers Brand recognition in the Design Engineering community Quality system that understands needs of medical customers Library of standard materials with supporting certifications increases customer’s confidence and expedites approval WEAKNESSES Lack of clear direction on types of opportunities to pursue Sales team’ technical sales capabilities Industrial manufacturing company trying to add Medical Capabilities (e.g. automation, cleanliness) organically, competing against specialized, existing Medical Molders Significant gaps in non-protective/functional catalog product offering Lack of Strategic sourcing to support Long quote turnaround on custom opportunities THREATS Updated costing on cannulas shows this is not profitable and we will likely lose all of this revenue ~$500K in addition to $550K already lost Long sales cycle and frequency of product development stalls/cancellations Decline in number of new product introductions due to FDA (recalls and slower 510k/PMA) Low cost off shore sources for functional products Directives to move away from vinyl OPPORTUNITIES Promote Extrusion capabilities to support orthopedic and other packaging Traditional and Specialized materials Focus on Custom, Manufactured Silicone Poor market perception of Qosina due to pricing Show how things would improve Pro Conclusion Con SWOT EXAMPLE Describe the next steps Describe the desired state Get your audience excited Idea 2 Pro Pro Con Con Refer back to the pros and cons Idea 1 How problems can be resolved Pro Describe the idea you think is best Strategy Recommendation What if we do nothing? Medical Segment Dashboard Based on Jim Harvey's speech structures Explain how it will help Con
Transcript: Partners & CRM data CONTENT STRATEGY Social listening Video INSIGHT Partners DIGITAL ARCHITECTURE CONTENT PRODUCTION Content governance Search Website Graphics User journeys Strategy CONTENT DISTRIBUTION Copy CONTENT SCHEDULING Traffic data Social Tone & editorial standards Technical build
Transcript: content you create curate and share should be related closely to your companies mission and focus on topics related to your industry or niche so through this you can be their trusted advisor Content Do & don'ts content strategy = planing + creation + distribution of the content When creating content strategy : who are your audience ? what are they interest ? what content they admire ? content you share must be : if Content is king then Social is Queen social media is the new telephone content is the new brochure Content Creation & Curation Audience insights , company goals , and distribution tactics Always Audit neglect preparation Focus on your self don't over Pitch write with passion keep it short and sweet Always measure Be visual Content Strategy Don'ts How content marketing can help you in customer services ? Social Media Revolution sharing a variety of great content is a critical part of building relationships with their followers Thanks any question The mega recruitment vieo : what is the goal of your content ? Define the Voice of your Brand Determine your distribution channels Audit your content strategy on regular basis Entertain - inspire - converse - Educate - convince a well planned and excited content program can help you achieve business objective Do's Content Creation & Curation Content Marketing rewards : content is a n opportunity to tell a cohesive and consistent story The purpose of creating content is to demonstrate though leadership Lead visitors to your website Content you create should ? Relevant valuable Educational every week you should think about themes - topics - types if you fail to plan , you plan to fail make aware of important dates ensure enough preparation time Created content is the content that you and your company create such as : Articles you write images you share Content is king increase traffic to your website A customer become Ambassador A stronger relationship with your customer positioning as tough leader fewer customer services inquiries and complaints Curated Content : is collection of resources produced by companies and individuals in your industry Created Content : whether you are B2B or B2C content marketing works for you Thank you! A content strategy helps to produce share, and amplify content effectively
Transcript: Anything that comes to Dr. Professor Kirk D.D.S.'s mind. Preferably the more advanced, technical SEO/philosophical topics. Kirk's Korner Local Events and News An editorial calender will hold us accountable. Lay a framework for where to start. Provide basic guidance for research topics. Adds organization. What DWS has been up to. Recreational activities community involvement fun around the office New employee bios and current employee shout outs What is a Content Strategy? The planning, creating, and delegating of relevant, unique, and sharable content in an organized and strategic manner. It should tell our story. Show our knowledge & expertise in the field of inbound marketing. Build relationships with reputable sources. Show off our developing company culture. Demonstrate our love for RVA. Content Buckets Dynamic Web Solutions Content Strategy Client Focused But what should our strategy do? Our current content strategy is that we don't have a content strategy. The DWS Content Strategy Specific account highlights - things they're doing in their community New account call outs: Post kickoff meetings Future Trends and Insights Why Do We Need a Content Strategy? Talk about things going on around RVA New restaurants the DWS team has tried around town Anything fun we're doing around the city outside of the office. Example: Caleb's races, Kirk's raves/bops, etc. Proposed Editorial Calendar Company Culture & Environment Build brand awareness in Richmond and beyond Promote our services/knowledge Accountability Dedicated time for research and further education You get the picture... SEO, PPC, Social Media, Search Marketing, etc... Inbound Marketing Importance of Establishing an Editorial Calendar
Transcript: For which keywords should the site rank high? How does web site content fit into the broader messaging? text images audio video interactive elements Components of Content Strategy Hint: Maximum 3 goals What are specific points about your audience? Where else will website content appear? Hint: It's not "everyone" Why does content matter? Yesenia Sotelo What is content? A user with a job description matching the goals of the site posting on a regular schedule. Hint: Start with your audiences Gather The Tools Who will update content? What will they post? When will they post? Age, gender, interests, habits, frustrations Who are the audiences of the web site? What data is currently available? What are the goals of the web site? Hint: Schedule with data collection What other strategies are being developed? Content Messaging User Personas Seach Engine Optimization (SEO) Content Updates Additional Platforms Content Strategy Page titles, incoming links, page content RSS, Social Media, Print Advertising Goals When will this content strategy be revised? Goals Audiences Context Data Revision Plans Branding, tone, grammar, vocabulary Content strategy plans for the creation, publication, and governance of useful, usable content What is content strategy? Hint: "Offline"
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