END TO END

CONTENT STRATEGYIN 15 MINUTES FLAT

I AM JAMESI’m a content strategy consultant

I currently work at Factory Media as acting Head of Digital Content

@mrjamescarson

this process makes

THREE ASSUMPTIONS

You know your

customer / audience

archetypes

You have more than

one person working

on content strategy

Someone is in charge

No target audience, no targeted content

No targeted content, and

you’re wasting effort

Get to know your audience

One person does everything?

Fire fighting

Lack of collaboration / learning / motivation

Without a driver,

this process will fail

Content

Distribution

Site Structure

Analytics

http://www.carsoncontent.com/blog/inbound-model/http://econsultancy.com/uk/blog/10924-could-content-marketing-replace-the-seo-department

Phase 1:

Analysis

Phase 2:

Taxonomy and Audit

Taxonomy

Category Card Sort

Tagging Amendments

Menu Restructure

Audit

SEO Onpage

Retrospective Editing

Evergreen Content Audit

Phase 3:

Editorial Workflow Reviews

Optimisation

Headlines

Formatting

Authorship Review

Planning

Evergreen Content

Page Types

Editorial Calendar

Quantitive Benchmarking

Phase 4:

Distribution

Ideas

Regular Large Asset Production

Distribution

Social Media

Email

Free Distribution

Paid For Distribution

Partner Network

Onsite

Website Engagement Analytics

Website Organic Traffic Information

Market

Keyword Analysis

SEO Competitor Analysis

Analysis

UX

Content

Distribution

ANALYTICSTHE BASE OF EVERYTHING

0

10,000

20,000

30,000

40,000

50,000

60,000

0

500

1,000

1,500

2,000

2,500

URLs Pageviews

Find out where

people goXenu + Analytics

Socialcrawlytics.com

Get all the keyword data you can

Historical analytics

Keyword planner

Ubersuggest.com

Soovle.com

Supplement with social interaction data

One hour meetingbrainstorm from data

mindmeister.com

mindmaple.com

Phase Goal:

Awesome

MIND MAP

SITE STRUCTURE

THE FUNDAMENTALS OF

CONTENT ORGANISATION

DONNA SPENCER

CARD SORTING

WP TAGS

Tag TagTag

GENERAL RULE:

use for proper

nouns only

Awesome

MIND MAP

assists

Information

Architecture

SEO ONPAGE

does it comply?http://moz.com/learn/seo/on-page-factors

CONTENT AUDITS:

read these

ACTIONING AN AUDIT

TAKES AGES

it can be cheaper just to redo

PHASE GOAL:Logical structure

Good formatting of existing stuff

CONTENTTHE MEAT OF YOUR BURGER

AAAAAAAAA

AAAAGHGHH

GHGGHGHGH

GHGHGHGHG

HG!!!!!!!!!!!!!!!!!

HEADLINES

HOW WOULD PEOPLE FIND

THIS PAGE?

WOULD PEOPLE CLICK A

LINK WITH THIS TITLE?

get a copy of this

read the

headline chapters

<h2>Subtitle Stuff</h2>NOT <strong> OR <b>

CENTER STUFFLIKE IMAGES

LIST STUFF

<ul><li>LIST</li><li>LIST</li><li>LIST</li></ul>

<blockquote>

“Quotes”

</blockquote>

AUTHORSHIP

A system that enables author profile pictures to appear on Google’s rankings.

https://plus.google.com/authorship

STOCK AND FLOWFlow is the feed. It’s the posts and the tweets. It’s the stream of daily and sub-daily updates that remind people that you exist.

Stock is the durable stuff. It’s the content you produce that’s as interesting in two months (or two years) as it is today. It’s what people discover via search. It’s what spreads slowly but surely, building fans over time.

http://snarkmarket.com/2010/4890http://neilperkin.typepad.com/only_dead_fish/2012/03/content-curation-stock-and-flow.html

STOCK FLOW•Guides

•How to

•Category pages

•Profiles

• Infographics

•Applications

• News

• Social updates

PAGE TYPES

EDITORIAL CALENDARtrello.com

http://www.blueglass.co.uk/blog/create-editorial-calendar-using-trello-need-one/

• Tell you how Google works?

• Tell you what kind of content gets shared the most?

• Format in basic HTML?

• Write headlines that are great for users and search engines?

• Tell you the difference between a category and a tag?

• Work in Photoshop?

• Use a Content Management System?

• Not get concerned by negative comments?

• Edit using other applications or edit video?

Editorial is a given, but can they…

Editors should publish 1,500+ words a day

GENERAL QUANTITIVE RULE:

PHASE GOAL:Headlines by the book

Good formatting

Good workflow organisation

DISTRIBUTIONHOW PEOPLE REALLY FIND YOU

BUILD NETWORKS

STOP BLOGGING

START THINKING

THE MOST

DISTRIBUTABLE ASSETIS ALMOST ALWAYS VIDEO

VIDEO IS (OFTEN)

EXPENSIVE

BUT IT SPAWNS

MULTIPLE ASSETS

ONE 3 MINUTE VIDEO =

3 YouTube Edits

8 Vine Edits

4 Blog Posts

2 Slide Shares

18 Distributable Original Images

YOU CAN REUSE IT A LOT

NASNS

OT

NOTHER

OCIAL

ETWORK

YNDROME

10 REASONS WHY EVERY MARKETER SHOULD BE ON PINTEREST RIGHT NOW!!

DON’T BE SILLY

WHAT’S THE BEST TIME TO POST?

DON’T BELIEVE THE HYPE

FOLLOWERWONK IT

IS YOUR NEWSLETTER REALLY WORTH IT??

GIVE IT A FOCUS

PAID DISTRIBUTION

CLICK BAIT ALL THE WAY

Why Your Property Could be Part of the Next Property Boom

CLICKABLE

USE UNBOUNCE TO CONVERT

Analysis

UX

Content

Distribution

STOP BLOGGING

START THINKING

Phase 1:

Analysis

Phase 2:

Taxonomy and Audit

Taxonomy

Category Card Sort

Tagging Amendments

Menu Restructure

Audit

SEO Onpage

Retrospective Editing

Evergreen Content Audit

Phase 3:

Editorial Workflow Reviews

Optimisation

Headlines

Formatting

Authorship Review

Planning

Evergreen Content

Page Types

Editorial Calendar

Quantitive Benchmarking

Phase 4:

Distribution

Ideas

Regular Large Asset Production

Distribution

Social Media

Email

Free Distribution

Paid For Distribution

Partner Network

Onsite

Website Engagement Analytics

Website Organic Traffic Information

Market

Keyword Analysis

SEO Competitor Analysis