Content Strategy Webinar from Skyword
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Content Strategy Webinar from Skyword
- 1. The Leading Content Production Platform Execute Your Content Strategy With A Dynamic Content Calendar www.skyword.com #SkyCal February 13, 2013 © 2012 Skyword Inc, Confidential. All rights reserved.
- 2. Today’s Presenters Tricia Travaline @travwin Vice President of Marketing, Skyword Keith Kost @kopake Vice President of Product Management, Skyword © 2012 Skyword Inc, Confidential. All rights reserved.
- 3. Today’s Webinar What is a content strategy Steps to creating a content strategy Executing a content strategy with a dynamic calendar Demonstration of Skyword Content Calendar Q&A © 2012 Skyword Inc, Confidential. All rights reserved.
- 4. Who We Are… Skyword leading is the content production platform We make it easy to produce quality content at scale that is optimized for search and social © 2012 Skyword Inc, Confidential. All rights reserved.
- 5. Content Feeds Your Channels Content PAID OWNED EARNED Display Ads Web Site Facebook SEM Mobile Site Twitter Sponsorships Blog Google+ Twitter Account SEO © 2012 Skyword Inc, Confidential. All rights reserved.
- 6. Why Content Strategy is Critical Today To reach and engage your customers you need to be publishers of great content © 2012 Skyword Inc, Confidential. All rights reserved.
- 7. You Need a Great Content Strategy Content strategy…the practice of planning content creation, delivery, and governance and a repeatable system that defines the entire editorial content development process. Source: Wikipedia: Kristina Halvorson, Richard Sheffield © 2012 Skyword Inc, Confidential. All rights reserved.
- 8. Without it… Content misaligned Messaging not with business resonating with objectives audiences Lack of content strategy Poor search and social Inefficiencies performance publishing content © 2012 Skyword Inc, Confidential. All rights reserved.
- 9. 6 Steps to a Great Content Strategy PLAN 1. Business objectives 2. Audiences 3. Publishing and distribution EXECUTE 4. Categories, themes, topics 5. Content creators and influencers 6. Process and technology © 2012 Skyword Inc, Confidential. All rights reserved.
- 10. 1. Define your business objectives Business Priorities Marketing Objectives Editorial Board Measurement © 2012 Skyword Inc, Confidential. All rights reserved.
- 11. 2. Know your audience What are they What do they care Where are they Who are they? searching on? about? in the buyer’s journey? LISTEN TO YOUR SEE YOUR CONVERSE CONSUMER COMPETITION WITH YOUR COMMUNITY © 2012 Skyword Inc, Confidential. All rights reserved.
- 12. 3. Create a publishing and distribution plan Searchable News/Evergreen Frequency Content Standards Sharable Repurposed © 2012 Skyword Inc, Confidential. All rights reserved.
- 13. Brands Expanding as Media online Houses enrollment with content 4. Develop content categories and themes Microtarge Evolving ting and Agency © 2012 Skyword Inc, Confidential. All rights reserved. Economi
- 14. 5. Recruit writers and influencers Expert Influencer Advocate © 2012 Skyword Inc, Confidential. All rights reserved.
- 15. 6. Establish process and technology Create / Recruit Research Review Publish Promote Measure Optimize © 2012 Skyword Inc, Confidential. All rights reserved.
- 16. From Recruiting Writers Create / Recruit Research Review Publish Promote Measure Optimize © 2012 Skyword Inc, Confidential. All rights reserved.
- 17. All The Way To Measuring Performance Create / Recruit Research Review Publish Promote Measure Optimize © 2012 Skyword Inc, Confidential. All rights reserved.
- 18. Executing Your Strategy With A Content Calendar Create / Recruit Research Review Publish Promote Measure Optimize © 2012 Skyword Inc, Confidential. All rights reserved.
- 19. Next Steps Contact us for a free demo – Email: learnmore@skyword.com Keep up to date on content marketing and news from Skyword! – Blog at http://www.skyword.com/blog/ – The Content Standard http://www.contentstandard.com – Facebook at http://www.facebook.com/skyword – Twitter @skyword – LinkedIn Groups – Look for Skyword’s group © 2012 Skyword Inc, Confidential. All rights reserved.
Notas del editor
- This PowerPoint Template includes a series of slide masters with predefined layouts and color schemes for formatting slides Slide Masters are displayed when you right click on a slide and select Layout from menu
- Why marketers need a content strategyLack of cohesion unifying content with business strategyContent siloedacross categories and projectsInefficiencies managing writers assignmentsCreating and scheduling assignmentsComplexity managing writers across time zonesInability to prioritize content by date to meet deadlinesInefficient traditional approach to publishing content
- Blow out of each visual as he clicks through the slide. Must be visible tool screen captures.Are these the most up to date screen grabs? For writer research consider including profile.Only feature one screen capture at a time.Ideally, there should be a screencast video here that takes us through each screen with the updated agency workflow.Include the newsflow (sit with liz).
- Blow out of each visual as he clicks through the slide. Must be visible tool screen captures.Are these the most up to date screen grabs? For writer research consider including profile.Only feature one screen capture at a time.Ideally, there should be a screencast video here that takes us through each screen with the updated agency workflow.Include the newsflow (sit with liz).
- Blow out of each visual as he clicks through the slide. Must be visible tool screen captures.Are these the most up to date screen grabs? For writer research consider including profile.Only feature one screen capture at a time.Ideally, there should be a screencast video here that takes us through each screen with the updated agency workflow.Include the newsflow (sit with liz).