Where to start when building a content strategy - and why it is so important to your business' success online. Discover the different outputs for content and how it can be used across your digital marketing efforts.

1. Building a winning content strategy
July 2017

2. Global spend on content marketing
259% increase on in-house and contract budgets in 10 years

3. Content strategy –
what does it mean to you?

6. McKinsey’s content strategy is
based on being a thought leader in
the world of business – and their
content is of a very high quality.
Ultimately, they want this
to lead to more sales.

9. So they don’t have much of a
content strategy. Right?

11. Content strategy –
what does it mean to you?

12. Planning for the creation, publication,
and governance of useful, usable
content
The planning, development and
management of content – written
or in other media.
Using words and data to create
unambiguous content that supports
meaningful, interactive experiences
The planning aspects of managing content
throughout its lifecycle, and includes
aligning content to business goals, analysis
and modelling.
It is not the implementation side.
A plan for adding unique,
expert, and indexable
content to your site on a
regular basis
Getting the right content
to the right user at the
right time
There is no consensus
“
”

13. So, WTF is a content strategy?
Business goals
The right user
Useful
Usable
Meaningful
Unique
Expert
Indexable
Why are you producing content?
Who are you targeting?
What will you be producing?
The right time Where will you be publishing?
Format and resource How will you be producing content?

14. How could that be applied?
Why are you producing content?
Who are you targeting?
Useful
Usable
Meaningful
Unique
Expert
Indexable
To break into the US market
HR managers in Philadelphia
We’re going to produce expert content to make the lives easier for the HR
managers of Philadelphia, with a particular focus on staff development
The right time
Content will be published on our website, within targeted Facebook adverts,
guest posting on key industry website eg hramerica.com, nahrma.org
Format and resource Articles, plus data visualisation once a quarter, which we will outreach;
in-house writer plus freelance designer for graphic
My business has developed a new product for digitising the staff appraisal process

15. But that’s not all…
Product copy
Testimonials
Case studies
Features and benefits
From customers in the UK
How you worked with company X
User reviews Trustpilot, Revoo, Feefo etc
Links to upsell opportunities Any other products which might be relevant
My business has developed a new product for digitising the staff appraisal process

16. Content strategy –
what does it mean to you?

17. Editorial plan

18. A new way to look at your ‘useful’ content
Help improve the abilities
of your audience
Skills
Helping your audience
overcome a specific problem
Confidence
Providing fresh
insight into a topic
Guidance

19. How that can be applied
Get better at appraising by
following these 7 tips
Skills
How an appraisal calendar
template saves you time
Confidence
Digitising appraisals: the future
of staff improvement
Guidance
Provide fresh
insight into a topic
Help improve the abilities
of your audience
Help your audience
overcome a specific problem

20. What format? And where?

23. What was the client’s challenge/problem?
How did you help/overcome it?
What were the results?
Case studies

24. Why is it so important?

25. “If you sell something, you make a customer today, but if you
genuinely help someone, you create a customer for life”
Jay Baer, author of Youtility

26. It impacts everything
Help retain customers and drive
lifetime value through useful
and informative content
Engagement
Help turn that traffic into leads
or sales through useful content
and compelling product pages
Conversion
Drive more visits to your site
through stronger search
visibility or campaigns
Traffic acquisition

27. Therefore, don’t limit your metrics
Number of page views
Pages visited per session
Time spent on site
Repeat visitors
Email subscribers
Customer value
Engagement
Number of leads
Conversion rate (traffic to lead)
Conversion rate (lead to sale)
Conversion
Organic search traffic
Organic search rankings
Branded search volume
Traffic acquisition

28. • Make sure you nail the objectives for your content – what are you aiming to achieve? Are you looking for
increased search visibility through keyword targeting; to set your brand as an authority and a leader within your
industry; to assist with improved conversion on your site?
• Think beyond your blog or content hub area
• Depending on your needs, consider content improvements and/or additions to key landing pages and product
pages
• And you might not even begin with your own website
• And consider if you are going to disseminate your content in order to reach your target audience
• All of these elements should be at least considered before you dive into your strategy creation
• And finally…please, please, please don’t head straight into tactical production without a plan. Please.
Content strategy – start with what it means to you

29. THANK YOU