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CONTENT STRATEGY
December 10, 2015
2
TABLE OF CONTENTS
Purpose
Inputs
Content Defined
Content Strategy Progress
Content Strategy Timeline
Content Audit & Rese...
PURPOSE
The following presentation details the recommended content
strategy, including content creation and marketing, wor...
INPUTS
The content strategy contained herein is compiled based on findings from:
Competitive Audit
DNA/Social Listening Res...
CONTENT DEFINED
Definitions of commonly used terms as related to content.
Branded Content: Non-disruptive brand messaging c...
CONTENT STRATEGY PROGRESS
6
Step 1:
Step 2:
Final Step:
Content Strategy
Step 3:
CONTENT AUDIT 

& RESEARCH REVIEW
8
THE COMPLETE NETWORK
COMPETITIVE CONVERSATION SNAPSHOT
9
Key Insight: The network entities designated below largely communicate about
themselve...
COMPETITIVE CONTENT REPORT CARD
How does the competition stack up according to content strategy and distribution?
Deloitte...
11
BEST-IN-CLASS BRANDED CONTENT
Best-in-class branded content categorically demonstrates themes and trends that make them...
KEY INSIGHTS
12
1
2
3A conscious shift has to be made by XXX in order to entice the Transformational Leaders
and Thought L...
CONTENT STRATEGY
14
“We need to stop interrupting
what people are interested in…
15
…and be the thing people
are interested in.”
XXX CONTENT STRATEGY 

MISSION STATEMENT
XXX delivers relevant content filtered through a positive purposeful lens
to trans...
XXX CONTENT STRATEGY MISSION
STATEMENT, DIAGRAMMED
XXX delivers relevant content (1) filtered through a positive purposeful...
18
CONTENT STRATEGY FRAMEWORK
Create
& Edit
- Asset
Creation
- Governance
- Edits
- Approvals
Distribute
- Publish
- Promo...
CONTENT CREATION
20
“Either write something
worth reading,
or do something
worth writing about.”
- Benjamin Franklin
THEME VS. TOPIC DEFINED
Theme: The central idea
Topic: Specific subjects to support the idea
Theme = Topic
21
COMPETITIVE THEMES
22
Inward Focus: Themes surround brands and service lines, with little deviation
TRANSFORMATIONAL LEADERS THEMES
23
Entrepreneurial Culture: Enriching business content within the entrepreneurial and tech...
THOUGHT LEADERSHIP THEMES
24
Breaking News: Global trending subject-matter
INTERNAL BRAND THEMES
25
We are a first mover; we
are way more nimble. I can
make a difference. I can
have a good idea and ...
26
RECOMMENDED CONTENT THEMES
Competitive Audit DNA/Social Research Interviews/Documents
•  Company Culture
•  Technology
...
27
CONTENT THEME EXAMPLES
Encouragement
& Inspiration
Technology
Company
Culture
COMPETITIVE TOPICS
28
TRANSFORMATIONAL LEADERS TOPICS
29
THOUGHT LEADERSHIP TOPICS
30
31
•  Career Development
•  Team Building
•  Employee Achievements
•  Company Events
•  Employee Benefits
•  Employee Testi...
32
CONTENT TOPIC EXAMPLES
Millennials
Women in the
Workplace/Education
Holidays/Current Events
33
e-Books, Apps
Presentations, Long-
form Videos, Surveys
Case Studies/Testimonials,
Webinars, Infographics
Short Videos,...
REPURPOSING ORIGINAL CONTENT
34
Original content developed and created by XXX can be repurposed, edited, reformatted,
recy...
ORIGINAL VS. CURATED CONTENT
While original content is content developed and created by XXX, curated content is selected,
...
CONTENT
MARKETING
37
“Content is king,
but distribution is queen.
And she wears the pants.”
- Jonathan Perelman, BuzzFeed
38
CONTENT PUBLISHING FREQUENCY
Organic and paid engagement will rise across all channels with
publishing frequency.
39
TYPE INSIDE XXX OUTSIDE XXX SERVICES & SECTORS*
Third Party
Content N/A 5x weekly 5x weekly
Short Videos 1x bi-weekly 1...
40
TYPE INSIDE GT OUTSIDE GT SERVICES & SECTORS*
Whitepapers TBD TBD TBD
Case Studies 1x bi-weekly N/A 1x bi-weekly
Webina...
41
CHANNEL NARRATIVE KEY AUDIENCE CONTENT
Facebook XXX has a collaborative and caring culture
where people thrive
Employee...
42
CONTENT
PRODUC-TION
START
POST DATE APPROVAL
PRIMARY
CHANNELS
SECONDARY
CHANNELS
PAID CHANNELS KPIS
“How to
Collaborate...
ORGANIC/PAID CONTENT DISTRIBUTION
43
The average mainstream Hollywood film spends 50-60% of its budget on marketing and dis...
INFLUENCERS & PARTNERSHIPS
44
Influencers and partners are an essential part of content, as they both create content as wel...
WORKFLOW
46
“Behind every piece of bad content is
an executive who asked for it.”
- Michael Brenner, NewsCred
47
CONTENT WORKFLOW
Plan
Organize
& Curate
Create & Edit Distribute
Measure
& Optimize
Editorial team
compiles weekly
rese...
48
Digital Marketing:
Team Leaders
Campaign Editors:
Managing Editors
Design & Copy:
Content Creators
•  Strategy generati...
MEASUREMENT
50
KEY OBJECTIVES & MEASURES
Lead Generation
• Form Completions
• Downloads
• Subscriptions
• Conversion Rate
• Inbound Re...
51
KEY OBJECTIVES & MEASUREMENTS
Lead Generation
• Form Completions
• Downloads
• Subscriptions
• Conversion Rate
• Inboun...
52
MEASUREMENT ECOSYSTEM
xxx
xxx
KPIS
53
CRAWL WALK RUN
Frequency &
Cadence 1-3 new content assets weekly 4-9 new content assets weekly 10+ new content ass...
ROADMAP
THE PATH AHEAD FOR GRANT
THORNTON CONTENT
55
“Content
Marketing is a
commitment,
not
a campaign .”
- Jon Buscall, Jontus M...
THE PATH AHEAD FOR XXX CONTENT
56
P1 P2 P3 P4
Create
consistent
brand
identity
• Conduct current brand audit
• Create new ...
XXX GOVERNANCE CHECKLIST
57
Governance is a set of practices within content strategy that tries to deal with the realities...
THANK YOUBEIJING
FRANKFURT
HONG KONG
LONDON
NEW YORK
SAN FRANCISCO
SHANGHAI
SINGAPORE
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  1. 1. XXX
 
 CONTENT STRATEGY December 10, 2015
  2. 2. 2 TABLE OF CONTENTS Purpose Inputs Content Defined Content Strategy Progress Content Strategy Timeline Content Audit & Research Review Content Strategy Content Creation Content Marketing Workflow Measurement Roadmap Next Steps Page 3 Page 4 Page 5 Page 6 Page 7 Page 8 Page 14 Page 20 Page 37 Page 46 Page 50 Page 55 Page 59
  3. 3. PURPOSE The following presentation details the recommended content strategy, including content creation and marketing, workflow and measurement for XXX U.S to move the brand into new forward- thinking and thought leadership territory. 3
  4. 4. INPUTS The content strategy contained herein is compiled based on findings from: Competitive Audit DNA/Social Listening Research Weekly Competitive Analysis XXX U.S. Stakeholder Interviews XXX U.S. Internal Documents provided to Doremus Doremus Content Insights 4
  5. 5. CONTENT DEFINED Definitions of commonly used terms as related to content. Branded Content: Non-disruptive brand messaging created to entertain, educate or bring value to the intended audience Content Strategy: Planning, development and management of content based on research and insight Content Creation: Production/creative development of content by internal or external parties Content Marketing: Publication and distribution of content via paid, owned and earned methods 5
  6. 6. CONTENT STRATEGY PROGRESS 6 Step 1: Step 2: Final Step: Content Strategy Step 3:
  7. 7. CONTENT AUDIT 
 & RESEARCH REVIEW
  8. 8. 8 THE COMPLETE NETWORK
  9. 9. COMPETITIVE CONVERSATION SNAPSHOT 9 Key Insight: The network entities designated below largely communicate about themselves and their services.
  10. 10. COMPETITIVE CONTENT REPORT CARD How does the competition stack up according to content strategy and distribution? Deloitte-Best-in-class content and strategy; content made to mimic consumer-facing content EY-Forward thinking with their use of technology as a content delivery mechanism PwC-Design-friendly and most willing to take risks, but need to tighten content distribution XXX -Appetite for change is apparent yet needs to deliver internal values externally to do so RSM-Content is conservatively made and distributed, not aligned to new brand positioning KPMG-Creating a wealth of content but content and distribution strategy is off BDO Seidman-Content is rote and machinated 10
  11. 11. 11 BEST-IN-CLASS BRANDED CONTENT Best-in-class branded content categorically demonstrates themes and trends that make them stand out in a crowded marketplace. Those themes and trends include: • Purposeful Content: Branded content strategized, created and distributed with the consumer in mind to entertain, educate and add value, while also aligning with brand objectives and considering competitive space • Emotional Content: The impact of emotional content, especially presented positively, is a proven content strategy component • Future Thinking Content: Looking forward to excel and be distinct in the competitive landscape
  12. 12. KEY INSIGHTS 12 1 2 3A conscious shift has to be made by XXX in order to entice the Transformational Leaders and Thought Leaders categories by utilizing the themes and trends identified to date. However, the content shift should feel organic and not forced, staying true to the internal XXX culture and values in order to be authentic and resonate with the intended audience. While much of it is slick and attractive, the content the competitive set is serving to its audience does not align with content proven to resonate with the network audience, XXX included. 4 5 Understand the conversation drivers of the sub-communities in order to create content pillars, ensuring all communities and network audiences are represented. XXX is currently positioned within the Tax & Accounting segment of the network. In order to successfully and strategically shift into new territory, we must understand the themes and conversation drivers to leverage engagement and then transition into the Transformational Leaders and Thought Leadership through content.
  13. 13. CONTENT STRATEGY
  14. 14. 14 “We need to stop interrupting what people are interested in…
  15. 15. 15 …and be the thing people are interested in.”
  16. 16. XXX CONTENT STRATEGY 
 MISSION STATEMENT XXX delivers relevant content filtered through a positive purposeful lens to transformational and business thought leaders, internally and externally, to engage and collaboratively partner on a meaningful and lasting impact for a better tomorrow for all, today. 16
  17. 17. XXX CONTENT STRATEGY MISSION STATEMENT, DIAGRAMMED XXX delivers relevant content (1) filtered through a positive purposeful (2) lens to transformational and business thought leaders (3), internally and externally, to engage and collaboratively partner (4) on a meaningful and lasting impact for a better tomorrow for all, today (5). 1. Derived from thought leadership audience’s thirst for trending, timely content 2. Positive, purposeful content performs better than all others; competitors don’t create from this viewpoint 3. Transformational and Business Thought Leaders are the identified audience 4. Best practice is to converse and engage with the audience, as opposed to speaking at them. Collaboration is also mentioned extensively throughout XXX internal documents 5. Gleaned from potential XXX brand positioning 17
  18. 18. 18 CONTENT STRATEGY FRAMEWORK Create & Edit - Asset Creation - Governance - Edits - Approvals Distribute - Publish - Promote - Provide to influencers & partners Plan - Audit - Audience Research - Identify trends & top stories Organize & Curate - Collect Internal Asks - Source 3rd Party Content - Editorial Calendar Measure & Optimize - Measure - Analyze - Report - Optimize
  19. 19. CONTENT CREATION
  20. 20. 20 “Either write something worth reading, or do something worth writing about.” - Benjamin Franklin
  21. 21. THEME VS. TOPIC DEFINED Theme: The central idea Topic: Specific subjects to support the idea Theme = Topic 21
  22. 22. COMPETITIVE THEMES 22 Inward Focus: Themes surround brands and service lines, with little deviation
  23. 23. TRANSFORMATIONAL LEADERS THEMES 23 Entrepreneurial Culture: Enriching business content within the entrepreneurial and tech communities
  24. 24. THOUGHT LEADERSHIP THEMES 24 Breaking News: Global trending subject-matter
  25. 25. INTERNAL BRAND THEMES 25 We are a first mover; we are way more nimble. I can make a difference. I can have a good idea and have it implemented immediately. It fits into an entrepreneurial mindset. We are not where we want to be when it comes to diversity, but we are getting there. We are actively promoting our women. We don’t have an active bias, and we are night and day as compared to our competitors. In the next decade, we will really outpace the other firms – just because we have more in the pipeline.
  26. 26. 26 RECOMMENDED CONTENT THEMES Competitive Audit DNA/Social Research Interviews/Documents •  Company Culture •  Technology •  Consumer Culture •  Stories/Testimonials •  Diversity •  Industry Trends & Insights •  POV on global/domestic news & trends •  Lifestyle & Work/Life Balance •  Technology •  Education & Reference •  Collaborative Change •  Entrepreneurship •  Accounting •  Finance •  Marketing •  Diversity •  Company Culture •  Values •  Stories/Testimonials •  Making a Difference •  Encouragement & Inspiration •  Traditional Business/Services & Sectors •  Collaboration •  Community •  Entrepreneurship
  27. 27. 27 CONTENT THEME EXAMPLES Encouragement & Inspiration Technology Company Culture
  28. 28. COMPETITIVE TOPICS 28
  29. 29. TRANSFORMATIONAL LEADERS TOPICS 29
  30. 30. THOUGHT LEADERSHIP TOPICS 30
  31. 31. 31 •  Career Development •  Team Building •  Employee Achievements •  Company Events •  Employee Benefits •  Employee Testimonials •  Client Testimonials •  Service •  Cyber Security •  Mobile Technology •  Millennials •  Retail Trends •  Social Media •  Big Data •  Family •  New Devices/Apps/Operating Systems •  Travel •  Industry Events •  FinTech •  Holidays & Consumer Events •  Appropriate Current/World Events •  Women in the Workplace/Education •  Healthy Living •  Internet of Things •  Women in the Workplace/Education •  Diversity in the Workplace •  Employee Achievements/Spotlight •  Employee, Partner & Client Testimonials •  Career Development •  Community Service/Charity Initiatives •  Mentorship •  Hyper-local Updates •  Education on Traditional Business/Services •  Business Relationship Advice •  Problem Solving Advice •  Personal Branding RECOMMENDED CONTENT TOPICS Competitive Audit DNA/Social Research Interviews/Documents
  32. 32. 32 CONTENT TOPIC EXAMPLES Millennials Women in the Workplace/Education Holidays/Current Events
  33. 33. 33 e-Books, Apps Presentations, Long- form Videos, Surveys Case Studies/Testimonials, Webinars, Infographics Short Videos, Podcasts, Images, Factoids, Blog Posts, Listicles, Influencer/Partner Content, UGC, Quotes, Whitepapers Curated Third Party Content Less Effort, Create More Often More Effort, Create Less Often CONTENT TYPES
  34. 34. REPURPOSING ORIGINAL CONTENT 34 Original content developed and created by XXX can be repurposed, edited, reformatted, recycled, reused, chopped, compiled and converted into or from any medium and suited for any distribution channel. This will save time and budget, but also cross-promote XXX owned channels, as well as the original content it came from. For example: Turn Webinars into Video Tutorials Turn Interviews into eBooks & Quotes Turn Presentations into Infographics Turn Infographics into Factoids & Listicles Turn Case Studies into Testimonials & Tweets Turn Blog Posts into Podcasts & Images
  35. 35. ORIGINAL VS. CURATED CONTENT While original content is content developed and created by XXX, curated content is selected, categorized and presented as the most relevant information to meet your audience’s needs on a specific subject by parties other than XXX. It is recommended that 25% of published content be curated of any type. Why is curating content a good idea? • Will use less time and resources • Presents XXX as a thought leader • Can (and should) be presented with additional commentary or visuals to make it your own • Lends association with the original author/publisher • Increases external engagement • Brings a fresh perspective to owned channels 35
  36. 36. CONTENT MARKETING
  37. 37. 37 “Content is king, but distribution is queen. And she wears the pants.” - Jonathan Perelman, BuzzFeed
  38. 38. 38 CONTENT PUBLISHING FREQUENCY Organic and paid engagement will rise across all channels with publishing frequency.
  39. 39. 39 TYPE INSIDE XXX OUTSIDE XXX SERVICES & SECTORS* Third Party Content N/A 5x weekly 5x weekly Short Videos 1x bi-weekly 1x weekly 1x weekly Podcasts 1x weekly 1x weekly N/A Images 10x weekly 5x weekly 5x weekly Factoids 1x weekly 1x weekly 1x weekly Blog Posts 2x weekly 2x weekly 1x weekly Listicles N/A 1x bi-weekly 1x bi-weekly Partner Content 1x weekly 1x weekly 1x weekly UGC 1x weekly 1x weekly 1x weekly Quotes 1x weekly 5x weekly 1x weekly RECOMMENDED CONTENT CADENCE *Services & sectors to be targeted to specific, relevant audiences only and not the entire brand audience
  40. 40. 40 TYPE INSIDE GT OUTSIDE GT SERVICES & SECTORS* Whitepapers TBD TBD TBD Case Studies 1x bi-weekly N/A 1x bi-weekly Webinars 1x monthly N/A 1x monthly Infographics 3x yearly 5x yearly 1x quarterly Presentations 2x yearly N/A 1x quarterly Long Form Videos 2x yearly N/A N/A Surveys N/A 2x yearly 1x quarterly e-Books 1x yearly N/A N/A Apps 1x yearly/TBD N/A 2x yearly/TBD RECOMMENDED CONTENT CADENCE (CNT’D) *Services and sectors to be targeted to specific, relevant audiences only and not the entire brand audience
  41. 41. 41 CHANNEL NARRATIVE KEY AUDIENCE CONTENT Facebook XXX has a collaborative and caring culture where people thrive Employees, Potential Employees, Potential Clients Curated, Short Videos, Images, Blog Posts, Factoids, Listicles, Partner, UGC, Quotes, Infographics Twitter Real-time conversation, collaboration, trendspotting and ideas can happen anywhere, shared by anyone Transformational Leaders, Thought Leaders, Partners, Influencers, Clients, Employees, Potential Employees, Potential Clients Curated, Short Videos, Images, Factoids, Partner, UGC, Case Studies, Webinars, Infographics, Surveys LinkedIn Business thought leadership and news, differentiated from the competition Transformational Leaders, Thought Leaders, Partners, Influencers, Clients, Employees, Potential Employees, Potential Clients Curated, Short Videos, Images, Blog Posts, Factoids, Listicles, Partner, UGC, Infographics, Surveys SlideShare A deeper dive into business thought leadership, from XXX’s perspective Transformational Leaders, Thought Leaders, Partners, Clients, Potential Employees, Potential Clients Partner, UGC, Case Studies, Presentations, Whitepapers, e-Books YouTube An organized view into XXX’s universe Partners, Influencers, Clients, Employees, Potential Employees, Potential Clients Short Videos, Long-form Videos xxx.com Where XXX’s culture and thought leadership expertly collide Transformational Leaders, Thought Leaders, Partners, Influencers, Clients, Employees, Potential Employees, Potential Clients Short Videos, Blog Posts, Podcasts, Partners, UGC, Infographics, Case Studies, Webinars, Infographics, Presentations, Long-form video, Surveys, White Papers, e-Books RECOMMENDED CHANNEL MATRIX
  42. 42. 42 CONTENT PRODUC-TION START POST DATE APPROVAL PRIMARY CHANNELS SECONDARY CHANNELS PAID CHANNELS KPIS “How to Collaborate” Blog Post 11/23/15 12/14/15 XXX.com, LinkedIn Facebook, Twitter, Partner Search, LinkedIn, Facebook, Influencer Clicks, Page Views, Likes, Comments, Shares, Followers, Retweets, Favorites, Referral Traffic Entrepreneurial Trends Infographic 11/30/15 12/15/15 XXX.com Facebook, Twitter, LinkedIn, Partner Search, Facebook, Twitter, LinkedIn, Influencer Clicks, Page Views, Likes, Comments, Shares, Followers, Retweets, Favorites, Referral Traffic Diversity Case Study 12/1/15 12/16/15 XXX.com, Twitter LinkedIn, SlideShare, Partner Search, Twitter, LinkedIn, Influencer Clicks, Page Views, Likes, Comments, Shares, Followers, Retweets, Favorites, Referral Traffic FinTech Podcast 12/3/15 12/16/15 XXX.com Twitter, LinkedIn, Partner Search, LinkedIn, Influencer Clicks, Page Views, Likes, Downloads, Comments, Shares, Followers, Retweets, Favorites, Referral Traffic Client Testimonial Video 12/3/15 12/17/15 XXX.com, Facebook, YouTube Twitter, LinkedIn Search, Facebook, LinkedIn Clicks, Views, Likes, Average View Time, Comments, Shares, Followers, Subscribers, Retweets, Favorites, Referral Traffic Service Line Curated Article N/A 12/18/15 Twitter N/A N/A Clicks, Comments, Followers, Retweets, Favorites, Referral Traffic EDITORIAL CALENDAR EXAMPLE
  43. 43. ORGANIC/PAID CONTENT DISTRIBUTION 43 The average mainstream Hollywood film spends 50-60% of its budget on marketing and distribution. Paid distribution (sponsored posts, search, influencers) will also boost organic performance. Without paid distribution, your content will not be seen by anyone, let alone the intended audience. At a minimum, 2/3 of XXX content should be supported by paid media.
  44. 44. INFLUENCERS & PARTNERSHIPS 44 Influencers and partners are an essential part of content, as they both create content as well as distribute to their audience. As such, it is important to choose influencers & partners who positively exemplify XXX’s strategy while carrying the message to the right audience.
  45. 45. WORKFLOW
  46. 46. 46 “Behind every piece of bad content is an executive who asked for it.” - Michael Brenner, NewsCred
  47. 47. 47 CONTENT WORKFLOW Plan Organize & Curate Create & Edit Distribute Measure & Optimize Editorial team compiles weekly research Editorial team mines project request box Does request fit content mission? YES Request is approved Editorial team plans overarching themes and topics NO Request is rejected Editorial team curates third party content Editorial team brainstorms & crafts weekly editorial calendar Editorial team coordinates production Design/Copy creates assets Editorial team approves/ requests edits Editorial team facilitates partner approval/edits (if applicable) Editorial team sends for legal review/ communicates changes with design/copy Editorial team publishes/ schedules publishing Editorial team coordinates paid promotion & targets Editorial team coordinates influencer and partner distribution, ensuring correct and timely publication Editorial team measures & analyzes published content Editorial team compiles weekly analytics report, with recommended optimizations Editorial team informs partners of successes & challenges
  48. 48. 48 Digital Marketing: Team Leaders Campaign Editors: Managing Editors Design & Copy: Content Creators •  Strategy generation •  Conduct & compile research •  Theme & topic generation (leads team) •  Feedback to team members & partners, including Request Box •  Brainstorms & idea generation •  Editorial calendar •  Publishing & distribution •  Paid promotion coordination •  Influencer & partner coordination •  Measurement, analytics, reporting & optimization •  Theme & topic generation •  Brainstorms & idea generation (leads team) •  Curate third party content •  Editorial calendar (leads team) •  Creative production coordination •  Ensures strategies are met •  Quality assurance •  Maintains voice/style •  Conducts primary edits •  Coordinates secondary edits (team leads, partners, legal) •  Ensures production schedules are met •  Brainstorms & idea generation •  Editorial calendar •  Content Creation •  Completion of edits to satisfaction EDITORIAL TEAM ROLES & RESPONSIBILITIES
  49. 49. MEASUREMENT
  50. 50. 50 KEY OBJECTIVES & MEASURES Lead Generation • Form Completions • Downloads • Subscriptions • Conversion Rate • Inbound Requests Loyalty • Content Consumed by Existing Employees/Clients • Employee/Client UGC Submissions • Employee/Client Retention & Referral Rates • Client Renewal Rates • Client Upselling Brand Awareness • Website Traffic • Page Views • Video Views • Document Views • Social Engagement • Referral Links Engagement • Likes/Favorites • Shares/Retweets • Clips • Comments • Mentions • Followers • Forwards “Behind every tweet, share and purchase, there is a person. Care more about the person and less about the share.” - Shafqat Islam, NewsCred
  51. 51. 51 KEY OBJECTIVES & MEASUREMENTS Lead Generation • Form Completions • Downloads • Subscriptions • Conversion Rate • Inbound Requests Loyalty • Content Consumed by Existing Employees/Clients • Employee/Client UGC Submissions • Employee/Client Retention & Referral Rates • Client Renewal Rates • Client Upselling Brand Awareness • Website Traffic • Page Views • Video Views • Document Views • Social Engagement • Referral Links Engagement • Likes/Favorites • Shares/Retweets • Clips • Comments • Mentions • Followers • Forwards
  52. 52. 52 MEASUREMENT ECOSYSTEM xxx xxx
  53. 53. KPIS 53 CRAWL WALK RUN Frequency & Cadence 1-3 new content assets weekly 4-9 new content assets weekly 10+ new content assets weekly Estimated Benchmarks* • 5,000-8,000 unique visitors/monthly • 20-50 social engagements/post • 2+ minutes average time spent/post • 9,000-70,000 unique visitors/monthly • 50-150 social engagements/post • 2+ minutes average time spent/post • 70,000-200,000 unique visitors/monthly • 150+ social engagements/post • 2-5 minutes average time spent/post *Estimated Benchmarks based upon supposition of paid budget behind most content
  54. 54. ROADMAP
  55. 55. THE PATH AHEAD FOR GRANT THORNTON CONTENT 55 “Content Marketing is a commitment, not a campaign .” - Jon Buscall, Jontus Media
  56. 56. THE PATH AHEAD FOR XXX CONTENT 56 P1 P2 P3 P4 Create consistent brand identity • Conduct current brand audit • Create new voice & tone guidelines • Incorporate guidelines into strategic content audit • Design & launch internal content training program • Incorporate strategy and guidelines into “easy” content • Apply strategy and guidelines into more complex content Craft & implement content strategy • Conduct competitive/best practices audit • Craft content strategy • Strategic content audit & analysis • Socialize content strategy • Begin putting content strategy into effect • Prioritize content themes/topics/ types • Complete semi-annual content strategy analysis & refresh • Broaden content prioritization Strategize & deploy governance framework • Create shared principles for content governance • Begin identifying policy, standard & guideline requirements • Complete governance requirements • Share governance plan • Plan & implement content research process • Introduce improvements to governance guidelines • Complete semi-annual governance refresh Design & implement workflow processes • Assess current workflow effectiveness • Assess employee skills • Identify knowledge/skill gaps • Share workflow with affected parties • Edit workflow based on feedback • Explore automation • Design and lead content best practices workshops across organization • Implement automation • Identify and correct any workflow issues Adopt data-driven decisions • Conduct audience research • Conduct influencer research • Identify success metrics • Socialize research • Finalize success metrics • Design weekly/monthly/quarterly reports • Launch formalized reporting process • Socialize reports with stakeholders to help optimize
  57. 57. XXX GOVERNANCE CHECKLIST 57 Governance is a set of practices within content strategy that tries to deal with the realities of creating and publishing content in a real business environment. Immediate considerations for XXX to determine include: Create/curate and train editorial staff and partners, where applicable, on policies, processes and guidelines Establish content type/volume/cadence/channel priority for staffing & budgeting, identifying information, skill and resource gaps Provide documentation on overall content mission, objectives, style guidelines, distribution methods, content types, research and reporting, and make readily available for all involved parties
  58. 58. THANK YOUBEIJING FRANKFURT HONG KONG LONDON NEW YORK SAN FRANCISCO SHANGHAI SINGAPORE
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