content strategy starter kit
Post on 21-Oct-2014
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DESCRIPTION
You know you need a content strategy for your brand, but where do you even start? Here's your content strategy starter kit, straight from McMURRY/TMG's Chief Content Officer, Kim Caviness.TRANSCRIPT
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YOUR CONTENT STRATEGY STARTER KIT by Kim Caviness, Chief Content Officer, McMURRY/TMG
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2 CONFIDENTIAL
Why create content?
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It’s the primary way people are going to learn about you. And it works to convert prospects into customers.
Source: http://www.demandmetric.com/content/content-marketing-infographic
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70% 60% Prefer getting to know a company via articles rather than ads
Feel more positive about a company after reading custom content on its site
67% Trust editorial content
56% Will take action based on content, higher than any other form of advertising
Customers...
Source: http://www.contentplus.co.uk/marketing-resources/infographics/anatomy-of-content-marketing/ Source: http://www.nielsen.com/us/en/newswire/2013/just-do-it-consumer-trust-in-advertising-and-willingness-to-ta.html
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Content gets you found online by
improving search results and driving
traffic. But 27 million pieces of content
are shared each day.
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Q: So, how do you make sure that your brand’s content: a) gets seen? b) gets results?
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A: Do NOT blog, tweet, pin, vine or jump from space until after you dig deep, REALLY deep, and identify the perfectly right-for-your-brand content strategy.
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The perfectly right-for-your-brand
content strategy
wins hearts, minds and wallets
relevance
entrances your audience
drives ROI
fuels CRM
kills it for your brand
trust actions taken
conversion results
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So, how do you identify the perfectly right-for-your-brand
content strategy?
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Answer these 10 questions
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1. What is your brand’s #1 differentiator in the marketplace?
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2. What is your rallying cry— internally and externally?
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3. What does your brand uniquely have permission to do, say and ask?
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4. What does your brand not have permission to do, say and ask?
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5. Who and where is your audience?
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6. What brings your audience together? What drives them apart?
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7. Why does your audience follow you? Why do you wish they followed you?
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8. What does your audience truly, madly, deeply need from you—and what will they accept from you in exchange?
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9. What do you want your audience to do after experiencing your content?
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10. How will you measure the results of the content you put out there?
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What were your answers to the first
8 questions? 1 2 3 4 5 6 7 8 9 10
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What were your answers to the last
2 questions? 1 2 3 4 5 6 7 8 9 10
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The perfectly right-for-your-brand
content strategy meets here
in the middle.
1 2 3 4 5 6 7 8 9 10
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It will be grounded in one big, brilliant idea that brings your strategy to life.
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Year-over-year growth in unique site traffic is 7.8x higher for content marketing leaders compared to followers (19.7% vs 2.5%).
Website conversion rate is nearly 6x higher for content marketing adopters than non-adopters (2.9% vs 0.5%).
Source: Crossing the Chaos: Managing Content Marketing Transformation, The Aberdeen Group
Content Leaders See Results
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64%
Only 38% of companies have a content strategy report.
Source: http://www.contentplus.co.uk/marketing-resources/infographics/anatomy-of-content-marketing/ Source: http://www.nielsen.com/us/en/newswire/2013/just-do-it-consumer-trust-in-advertising-and-willingness-to-ta.html
38%
Yet...
Are you in the 64% that doesn’t? Don’t let this happen to your amazing brand.
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One last step: The Mission Statement
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Great content strategies deliver
killer results you can take all the way to your brand bank.