A presentation on Content Strategy that I presented to the Fall 2010 ASU Digital Marketing Class.

1. Content Strategy ASU Digital Marketing Class

2. Content (Def.) All messaging and collateral from a brand Website Email newsletters Ads and promotions Social media It can take the form of text, images, video, audio, etc

3. What is content strategy? Plan all aspects of a brand’s content: Creation / collection Structure and usability Topics Search optimization Calls to action Voice, tone and messaging

4. Creation / collection What content do we already have? Where is it stored and what format is it in? Can we repurpose it? Do we need to create more? When and how frequently? Who will create it? Company or consumer Departments How will it be created?

5. Structure and usability How should we deliver the content? Website Newsletters Traditional Media Social Media How will our customers want to access it? Site structure Push messaging vs. permanently accessible

6. Topics What should we talk about? Site analytics – what do people access most frequently Customer service – what do people ask about Social media – what do people talk about in regards to your brand What breadth and depth of information and topics do we have?

7. Search optimization Make the content search friendly Use keywords, links, meta data Keywords should be user friendly, not industry focused

8. Voice, tone and messaging Based on the brand Considerations 1st/2nd/3rd person Vernacular Tone Professional or personal Excited or serious Etc

9. Calls to action Tell people what they need to do Read more Sign up Buy now Respond Share

10. Content strategy and social media Content

11. Content concerns for Social Media Voice, tone and messaging Topics Creation and management

12. Voice and tone

13. Who are you as a brand?

14. What are you like?

15. Where do you fall on the spectrum? Social media is a dress-down event – wherever your brand is currently, take it one step down the scale.

16. Who are you?

17. Tone within content

18. Tone within content Style Guide Doesn’t have to be AP style necessarily. Fit into your personality Use “lingo” of your audience It’s a balancing act You want to fit into the demographic of your audience without sounding like a caricature or mocking You want to speak on the audience’s level without coming off as speaking down to them or dumbing yourself down

19. Topics

20. Who’s your audience?

21. What do they want? in your customer service channels? What pages on your site are most popular? What do they say about you?

22. Listening Use social media monitoring tools like Radian6 or Sysomos Search for your brand name and see what people are saying about you Look at interactions on Facebook or Twitter Comments Likes Retweets

23. Listening

24. Creation and management

25. Types of content The type of content you create can say something about your brand’s personality. A tendency towards quick videos is totally different than long text heavy blog posts. The types of content can also affect how easy it is to create and who needs to create it.

26. Timing When will your audience be active and interested in consuming your content? When will you be able to respond and interact as well?

27. Frequency How much do you have to say? How much does your audience want to hear? Adopt a rate of updates that you can realistically support

28. Editorial calendar Calendar to schedule Promotions Updates Use calendar to backfill content creation deadlines and assign tasks

34. Thank you! Questions? Comments? Find me online @ktvan ktvan.posterous.com google.com/profiles/ktvan5 @offmadisonave offmadisonave.com