1. Content should be the main consideration in any digital strategy, as content is what is offered to customers online. Channels and technology are meant to facilitate content delivery. 2. Digital marketing is becoming more technology-driven, analytical, and operationally-focused as marketers take on more multi-channel responsibilities. Customer expectations are also evolving rapidly. 3. An effective content strategy involves planning based on customer insights, setting objectives, developing content and distributing it across owned, paid and earned channels to meet business and customer goals. It is an ongoing process of measuring, optimizing and repurposing content.

1. The Digital World
Content is King
by Sandra Riches
October 2012

2. What I did and what I do
Digital Strategist
13% TV producer
19%
SEO/SEM Senior
Account Manager
12%
GM/CEO digital
agency
37%
Digital Account
Director
19%

3. What we’ll cover today
Introduction
Where is digital at
Content Strategy & Marketing principles
Some examples
Exercise

4. + Introduction

5. Introduction
At the core of digital is content
Content is ultimately what you are offering your
customer online
Content should be your main consideration in any digital
comms
Channels and technology are merely there to facilitate

6. Top Down
Campaign Usually driven by
message business objectives
Social
SEM Banner ads
SEO
Website Email
or
microsite

7. Bottom Up – our focus for today
Social
SEM Banner ads
SEO
Website Email
or
microsite
Useful Usually driven by
content customer needs

8. + Where is digital at?

9. Marketing and comms
are becoming more
technology driven and
analytical

10. Marketers are Multi Taskers

11. And as a
consequence, they
are becoming more
operationally focused

12. Devices diverge

13. Services converge

14. Our customers expect
us to keep up with the
their ways of
communicating

15. Social, Local, Mobile

16. Facebook vs Email vs Twitter
Source: ExactTarget, May 2012

17. Device usage by age
Source: Yellow Social Media Report, AIMIA, June 2012

18. Don’t talk at customers

19. Talk with them

20. So how is the role of
content changing in
all of this?

21. Content is NOT a
feature

22. Think content first

23. Create Once, Publish Everywhere

28. + Content Strategy Principles

29. What is a content strategy?
“A content strategy embraces
words, images and multimedia to
systematically enhance
consumer engagement and
conversion rates.”
Rebecca Lieb

30. 1 PLAN
Where are we now?
- Customer insight

31. Customer insight
Use Customer Insights to determine customers needs.
Develop Personas to determine your customer needs
and pain points.
Create User Journeys for each Persona to determine
pathways from initial interest to conversion. This is likely to
cross multiple channels.

32. Customer insight – Persona

33. Customer insight – User Journey

34. Customer Insight – User Journey

35. 1 PLAN
Where are we now?
- Customer insight
- Market trends
- Competitor analysis
- Content audit

37. But where?

38. Content Audit

39. 1 PLAN
Where are we now?
- Customer insight
- Market trends
- Competitor analysis
- Content audit
Where do we want to be?
- Setting objectives

40. Source: Content Marketing Institute 2012

41. Find the Sweet Spot
Business Goals Sweet Customer Goals
Spot

42. 1 PLAN
Where are we now?
- Customer insight
- Market trends
- Competitor analysis
- Content audit
Where do we want to be?
- Setting objectives
How do we get there?
- Set out Online Value
Proposition (OVP)
- Develop strategies
- Develop a Content Grid

43. Content Grid

44. 2 TEAM
Who is going to do it?
- Who will be ultimately
responsible for the
content
- Who will create the
content(internal vs
external)
- Who will publish the
content
- Who will monitor the
content
- Set out a content
workflow with the
appropriate tools

45. 3 IDEAS
How exactly do we get
there?
- Think tactically
- Use your Content
Grid
- Keep your customer
front of mind
- Fill in the details

46. Source: Content Marketing Institute 2012

47. Ideas are the biggest challenge
Source: Content Marketing Institute 2012

48. 4 PRODUCTION
- Create an editorial
Calendar

49. Editorial calendar

50. 4 PRODUCTION
- Create an editorial
Calendar
- Develop the content

51. 5 AUDIENCE DEVELOPMENT
- The job is not done
when the content is
live
- Distribute the content
using the most
optimal channels

52. Preferred method of online comms

53. Distribution Options
Owned Bought Earned
Own website Banners CPM Social Media
Own mobile site Banners CPA Editorial articles
Own micro sites SEM SEO
Own Social channels Sponsorship Blogs
Email House list Forums
Own blogs
HIGH CONTROL LOW

54. Distribution Options – Awareness
Owned Bought Earned
✔Own website ✔Banners CPM ✔Social Media
✔Own mobile site Banners CPA ✔Editorial articles
Own micro sites ✔SEM ✔SEO
✔Own Social channels ✔Sponsorship ✔Blogs
✔Email House list Forums
✔Own blogs
HIGH CONTROL LOW

55. Distribution Options – Conversion
Owned Bought Earned
✔Own website Banners CPM ✔Social Media
✔Own mobile site ✔Banners CPA Editorial articles
✔Own micro sites ✔SEM ✔SEO
✔Own Social channels ✔Sponsorship ✔Blogs
✔Email House list ✔Forums
✔Own blogs
HIGH CONTROL LOW

56. 5 AUDIENCE DEVELOPMENT
- The job is not done
when the content is
live
- Distribute the content
using the most
optimal channels
- Repurpose content
where possible

57. Repurpose content

58. CONVERSION, M
6 7 EASURE AND
OPTIMISE
How do we monitor
performance?
- Measure your
objective’s KPIs
- Use your web
analytics to find
stumbling blocks
- Improve the User
Experience and
content
continuously

59. +
Some Examples

74. + Conclusion

75. What should you DO with this?
Think about this process whenever you want to “put
something on the web”
Think about this process when you are setting out your
annual marketing strategies
Start considering alternatives
Feel empowered to understand what questions to ask
and what potential is there

76. Most common mistakes (please avoid!)
Inconsistent content, which could be the result of treating
the content as a campaign
Talking too much about the brand and not focusing on
high-quality content
Not atomising the content into multiple channels in the right
context
Failing to segment content
Ineffective resourcing
No promotion plan around the content marketing strategy
Source: Joe Pulizzi, executive director of the Content Marketing Institute

77. +
Any questions?
www.slideshare.com/sandrariches
@sandrariches
au.linkedin.com/in/sandrariches
www.collaboraid.com.au

78. + Exercise

79. Exercise 1 – Business Objectives
Open Day is coming up in 9 months time.
You have decided that the Digital Channel is at the core
of your communications with your students.
_________________________________________________________
Q: What is the main Business Objective you are hoping to
achieve through Open Day?

80. Discuss – Business Objectives
So what is the one thing we need to achieve?
Is this different now that Digital is at the core of your
strategy?

81. Exercise 2 – Consumer Needs
You have a clear idea of what you want to get out of
Open Day this year. Now it is time to consider your
audience.
_______________________________________________________
Q: Who is your target audience (please segment)
Q: What questions will they have?

82. Discuss – Consumer Needs
So who is our target audience?
Do we currently segment our audience this way?
What questions do they need answered?
Do the questions differ before, during and after Open
Day?

83. Exercise 3 – Content Grid
Now you know your Business Objectives and your
Consumer Needs, you can work out what content is
needed.
______________________________________________________
Q: Please complete the Content Grid
Q: So what is your Online Value Proposition?

84. Exercise 3 – Content Grid
Segment 1 Segment 2 Segment 3
Before Open
Day
During Open
Day
After
Open Day
OVP:

85. Discuss – Content Grid
What messages should be communicated
What content features or tools do we need
Do we need to create new content?
Where will the content live?