Content strategy

Drive Digital

verb [with obj. ]

exercise skill in making (something):

he crafted the chair lovingly | (as adj. crafted) :

a beautifully crafted object.

Define content

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Key

questions

Utility or creativity?

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Crafted  PRESENTATION

Who’s your audience?

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How will they discover you?

An

inconvenient

truth

What your business is

interested in

What your customers are interested in

Crafted  PRESENTATION

What your business is

interested in

What your customers are interested in

Crafted  PRESENTATION

So how do we create a content strategy?

Crafted  PRESENTATION

Step #1 Who are you talking to?

Crafted  PRESENTATION

Crafted  PRESENTATION

Crafted  PRESENTATION

Crafted  PRESENTATION Sleep

Crafted  PRESENTATION

Music

Sleep

Crafted  PRESENTATION

Swimming Music

Sleep

Crafted  PRESENTATION

Swimming

Safety Kids

Music

Sleep

Travel

Sports Motorbike

Crafted  PRESENTATION

Sport

Shooting

Crafted  PRESENTATION

Sport

Shooting

Motorsport

Equine

Scuba Surfing

Crafted  PRESENTATION

Sport

Shooting

Motorsport

Equine

Scuba Surfing

Clay Hunting

Target

Crafted  PRESENTATION

Swimming

Safety Kids

Music

Sleep

Travel

Sports Motorbike

Step #2 What do they want to hear?

Crafted  PRESENTATION

Don’t make them feel little

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Crafted  PRESENTATION

They often just want a little help

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Crafted  PRESENTATION

Crafted  PRESENTATION

Consider •  What •  Where •  When •  How •  Why •  Who

Crafted  PRESENTATION

Consider •  What is agricultural finance? •  Where can I get financial advice for my farm? •  When will EU subsidies be available? •  How can I apply for agricultural finance? •  Why aren’t chicken farmers eligible? •  Who makes the final decision on my application?

Crafted  PRESENTATION

Even the simplest things will fool somebody

To feel part of a community

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Crafted  PRESENTATION

Don’t be afraid to be happy

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Crafted  PRESENTATION

How to plan

Crafted  PRESENTATION Content planning

Crafted  PRESENTATION Content planning

1. White papers 2. Testimonials 3. Competitions 4. Data sheet

Crafted  PRESENTATION Content planning

1. White papers 2. Testimonials 3. Competitions 4. Data sheet

1

3

2

4

Content architecture Crafted  

PRESENTATION

1 2

3

Content architecture Crafted  

PRESENTATION

Content

priority

Crafted  PRESENTATION

Content users want

Content the company

wants Content that

exists

Crafted  PRESENTATION

Content users want

Content the company

wants Content that

exists

Polish this Prioritise this

Focus on the

numbers

Words create numbers

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What is the impact on your business?

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Crafted  PRESENTATION

Crafted  PRESENTATION

Count interactions

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Crafted  PRESENTATION

Put performance into context

Cost / benefit

a  li8le  tune  

Crafted  PRESENTATION

Key thoughts

Be original

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Crafted  PRESENTATION

Crafted  PRESENTATION

Can you be incredible?

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Crafted  PRESENTATION

Make the most of your

friends jdhancock  

Crafted  PRESENTATION

Don’t forget the housekeeping

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Crafted  PRESENTATION Embrace

technology

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Create something of value

Consider the medium

Boring doesn’t have to be boring

How does it work in practice?

Crafted  PRESENTATION

EASILYDIGESTIBLEDIGITALINSIGHT

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Crafted  PRESENTATION

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Crafted  PRESENTATION

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Crafted  PRESENTATION

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Crafted  PRESENTATION

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Crafted  PRESENTATION

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Crafted  PRESENTATION

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Crafted  PRESENTATION

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All events can work this way

Crafted  PRESENTATION

Crafted  PRESENTATION

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