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PSU – Content Strategy Certificate

April 9, 2020 by danma Leave a Comment

WM411 Content Strategy

Instructor: Carmen Hill, Principal Strategist & Writer, Chill Content
Email: carmen@chillcontent.com 503.515.5761

Day 1: Content Strategy Concepts & Approaches

What is Content?

  • Content is experience
  • Content is a core business asset
  • Content is a hairy, complicated beast
  • Content strategy is how we tame this beast
  • Content strategy is planning for the action, delivery, and governance of useful, usable content.
  • Content marketing is a marketing technique of creating and distributing relevant and valuable…

Business

  • Goals
  • Initiatives
  • KPIs

Audience

  • Personas
  • Journeys
  • Preferences

Content

  • Story
  • Structure
  • Style

Context

  • Where
  • When
  • How

Business Goals: What is the purpose of your goals?

  • Improve brand awareness
  • Attract more traffic to your site
  • Build your audience
  • Generate new customer leads and/ or sales
  • Develop your online reputation
  • Boost audience

How Will You Measure Success?

  • Email is good. Easy to track.

Audience:

  • Be specific, who is your content for?
  • What do you want then to do or learn?
  • How can you help them? Currently relevant due to COVID-19
  • Right Content at the right time:
    • Relevant
    • Useful
    • Valuable

Typical Buyer Persona

  • Demographics
  • Job title/role
  • Personality
  • Goals

For Content, We Need to Know More…

  • What questions/information needs do they have?
  • What is their tole in making buying decisions?
  • What do they read, watch, listen to?
  • What type of content is most influential in their purchase decision process?
  • What formats do they prefer?
  • What devices do they use?

How do you know?

  • Customer interviews
  • Surveys
  • Customer data
  • Web analytics
  • Internal search data
  • LinkedIn Profiles
  • Analyst research
  • Industry publications
  • Social listening (this is a big one)
  • Topical forums, Quora, etc.

Case Study: LinkedIn

LinkedIn Marketing Solutions

Business goal: answer marketers’ question about how to advertise on LinkedIn, sponsor content on LinkedIn and build an effective content strategy on LinkedIn

Audience persona:

Audience: What is their journey

  • How marketing & sales see the buyer journey
  • It is not a linear process. It’s confusing and difficult.

Finding your sweet spot:

  • what is your unique differentiator?
  • Find your niche: what can you do better than anyone else?
  • Find a problem no one else is solving
  • Fill a content need that someone may not even know

Structure: How is Your Content Organized?

Editorial Theme & Pillars

What Do We Mean by Structure?

Structure is how we organize content, ideally in a way that makes it easy for people to find and consume information and helps content owners to create, publish and manage it.

  • Architecture (website)
  • Templates (pages)

Simple Content Model:

  • Recipe
  • Components
  • Elements

Mapping Your Model

Style: How Do You Show Up?

  • Visual Style
  • Voice Style: means more than pretty pictures

Context: Where, Why & How?

  • What are they doing?
  • What are they looking for?
  • Where are they?
  • What device are they on?
  • What time is it?

Lauren Goldstein

Driving Business Growth: The Power of Content Marketing!

The State of Marketing Today (be timely & relevant)

  • Need to deliver value
  • Common Business Challenges
    • Driving Business Growth
      • Improve the customer experience (prospects and customers)
      • Understand WHAT marketing investments are converting to revenue?
      • Drive better efficiency for sales?
      • Scale marketing (leveraging digital as a key ingredient?
    • Today, Your Customers Manage 85% of their relationship without interacting with a human.
    • Random Acts of Marketing: has to be at the right place at the right time.

Driving Transformation

Google Doc:  https://docs.google.com/spreadsheets/d/1UW2dXyWuKBq8QIs4HNrqVYMPmYUaXZe3tCw_glFtkhw/edit?usp=sharing

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Filed Under: Marketing Tagged With: Marketing Certification

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