During this Bluespire TrendLab webinar, content experts provide tips on how to create and elevate effective content strategies. Main themes of the webinar included: • The process for creating an impactful content strategy • How content can help drive business results • Refining your organization’s individual content strategy • How to advocate for the value of content in your organization

1. Content is King:
Wear the Crown with Ease

2. Welcome
Today’s presentation is brought to you by
Bluespire Marketing.
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3. Today’s Featured Presenters
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Melissa Caravella,
Content Director
Kyle Wilson,
Senior Copywriter

4. “Content is King” Agenda
What is content strategy?
Developing a content strategy
Implementing a strategy through creative
Advocating for content strategy in your
organization
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5. WHAT IS CONTENT STRATEGY?

6. Content Strategy is…
Planning for the
creation, delivery
and governance
of useful, usable
content
--Content Strategy for the Web
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7. Why Content Strategy?
27 million pieces of content shared daily.
50% of consumer time online is spent engaging
with custom content.
AOL/Nielsen (2012); HubSpot, “13 Spooky Stats to Scare Your Boss Into Better Marketing” 7

8. Why Content Strategy?
Millennials expect brands to develop
content for them, with a high
percentage wanting to be directly
entertained through content marketing.
Interesting content is one of the main
reasons people decided to follow
brands on social media.
Edelman, “The Evolving Role of Brands for the Millennial Generation; Demand Metric, “Content Marketing Plan Methodology”
80%
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9. The Value of Content Strategy
Content strategy ensures your content is
mapped to your business goals
Content is no longer an added cost, but a
driver of revenue
Content helps you differentiate yourself in
the market
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10. DEVELOPING A CONTENT
STRATEGY

11. Strategy Process
It all starts with
knowing what
you have …
• Bariatric/ Weight
Management
• Oncology
• Health and Wellness
• Dermatology
• Heart and Vascular
• Neurology
• OB/Gyn & Women's Health
• Ophthalmology
• Orthopedics
• Diabetes
• Transplant
• Robotic Surgery
• Many more…
Strategy
Workflow
and
Delivery
Create
Govern
Content
Audit
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12. 1.8
Stakeholder Meetings
Stakeholder meetings and interviews help you:
Narrow down your business goals
Identify limitations
Identify growth drivers
Learn about competitive environment
Get buy-in from a larger team
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13. 1.8
Best Practice: Meeting Report
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14. Auditing Your Content
1.6
No. 1 question asked about
content audits:
Do I have to do one?
(Because I really don’t want to.)
YES!
The time you put in up front
will save you time later
You need to know what needs
to go, what can stay and what
needs to be edited
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15. Poll: How many of you know exactly what
content is on your website, when it is updated
and who’s in charge of it?
1. Yes, I’m aware of all the above.
2. I have an idea, but not 100% sure.
3. No, you’re asking the wrong person.
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16. Audit Template
1.6
Channel Key
Messages
Purpose Alignment with
business goals
Rating
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17. Executive Summary
Report should
include:
Process overview
Factors considered
Rating system
Strengths/weaknesses
Recommendations
Initial next steps
1.6 17

18. Analysis
Internal
Who works on content? Why?
What does the workflow look like?
Who uses it? How?
External
Who are your audiences? What do they want?
Who are your competitors? How can you
differentiate?
Who are the influencers?
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19. Mapping Internal Processes
Walk through the
steps for creating,
delivering and
maintaining content
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20. Later, you can create a shareable version
of the current state and future state.
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21. Tool: Message Map
Walk through the steps for creating,
delivering and maintaining content
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22. Tools for External Factors
Competitive analysis
Market research
User/consumer research
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23. Putting It All Together
Summarize your strategy in a short
aspirational document or statement. 23

24. Check Your Work
Who: Who creates and uses your content
What: The content you’ll create
When/Where: Delivery channels/timing
Why: What you plan to achieve
How: Workflow and governance
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25. So…Now What?
You’ve got an overarching strategy
You know your content, its strengths and
weaknesses
You know your audience and competitors
Now it’s time to create!
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26. IMPLEMENTING A STRATEGY
THROUGH CREATIVE

27. The Content Trampoline
Brand Creative Content
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Brand Creative Content

28. From Strategy to Fluidity
Move away from
linear thinking
Recognize the
depth of content
Begin the process
of pairing
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29. The Overlapping C’s
Content Creative
Custom publications Brand affinity
Awareness surveys Demographic targeting
Content planning Campaign initiatives
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Creative Content
Brand affinity Access to audience
Demographic targeting Distribution of messages
Campaign initiatives Maximize returns

30. Tips: Going from Content to Creative
Creative doesn’t mean adding images
When possible, find ways to deliver your
headline message in a more succinct way
Front load action/benefit language
Be brief about it
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31. CONTENT AS FUEL FOR THE
CREATIVE ENGINE

32. Client Example of Onboarding
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33. Client Example of Onboarding
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34. ADVOCATING FOR YOUR
ORG’S CONTENT STRATEGY

35. Top 10
35
#10: Team up with
those who already
speak the language
#9: Get buy-in from a
senior leader in your
organization

36. Top 10
36
#8: Become an
expert
#7: Tell the
content story
before it’s a
possibility
WHAT
HOW
WHY

37. Top 10
37
#6: Test it
internally first
#5: Ask for a
pilot project

38. Top 10
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#4: Call it “creative”
#3: Bank on the
metric value

39. Top 10
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#2: Find a
competitor who’s
already doing it
#1: Prove the need

40. WRAP-UP / QUESTIONS

41. Thanks for Joining Us Today!
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Tuesday, June 23, 2015
12 p.m. EST / 11 a.m. CST / 9 a.m. PST
Making Your Next Website Project a
Complete Success
http://www2.bluespiremarketing.com/website-success-webinar-0623
Healthcare folks, we have a great webinar
scheduled next week in partnership with
Kentico and Greystone.Net.
Stay tuned for details on our next Trendlab
webinar (Q3), which will focus on service design.

42. Questions?
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