Published on April 26, 2013
CommunicateFour Basic Goals:To InformTo EducateTo PersuadeTo Appeal To Emotions
Content StrategyHow to communicate to the Groundswell…Defines what to listen to and what you will say…… how you will say it and where…… when you will say it…… why you are investing in content…
Elements of Content Strategy• Content Audit and Analysis• Identify Audience• Identify Audience Interests• Identify Content Focus• Develop Keyword Analysis• Establish the Brand Voice and Style• Establish an Editorial Calendar• Track, Measure and Improve Your Content and ConversationStimulate engagement, demonstrate thought leadership, andconsistency with business goals.
Content StrategyContent Focus
Content Type• Establish what and how will you communicate– Establish the 70/20/10 Rule• Customers lifestyle, interests and needs• Other People’s Content• Promotional– Establish which platforms you will focus on
Content You Want to Feed Your Audiences
Content Your Audience Wants
Your Content Topics
Elements of Content Strategy• List Your Broccoli Content – Things you wantto deliver to your audiences• List Your Cheese Content – What youraudiences want and what they are looking for
Evergreens: Static Content All-Year-Round
Perennials: Seasonal Content
Potted Flowers: Current or Spontaneous
Elements of Content Strategy• List Your Evergreens: Content that can last allyear around with minimum changes• List Your Perennials: Content that may returnseason after season or time to time every year• List Your Potted Flowers: Content that addscolor and moves with the day-to-day, week-to-week or month-to-month
Broccoli & Cheese:Content TopicsEvergreens Perennials Potted Flowers
Content Frequency & Calendar• Post content at the most optimal time• Use summary excerpts of your main points toavoid truncating content• Depending on your campaign, trends andseason, designate weekly or monthly schedulefor posts
Measure Results• Track how many comments and Likes yourFacebook post gets.• Track monthly how many followers, retweetsand mentions you or your brand gets.• Measure how many comments your blogposts get and how much traffic they receive.• Measure social media referral traffic to yourwebsite; in other words, how much traffic issent from Twitter, Facebook and LinkedIn?
Content StrategyGoogle Analyticshttps://www.google.com/analytics/web/?hl=en&pli=1#report/visitors-overview/a19848887w39610959p39311289/
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