Why Content Strategy Matters

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Information about Why Content Strategy Matters
Business & Mgmt

Published on February 11, 2009

Author: alchemycontent

Source: slideshare.net


Alchemy Content is a London-based digital content agency. We are specialists in creating channels of communication for brands and artists. In this presentation we explain why our services are so important in today's changing media landscape.

Why content strategy matters alchemycontent.com

in media There is a storm raging http://www.flickr.com/photos/licosp/1681329353

Old ways have been turned on their head

It’s difficult to keep up

Even the branded website is out of date http://bigphoto1.blogspot.com/

So how the hell do you approach it all? http://bigphoto1.blogspot.com/

Get to grips with social media

We are all publishers now

Media is a passive no longer experience http://www.flickr.com/photos/lexrex/59956502

Don’t think… Audience Viewers Listeners Readers

Think… Community Fans Users Network

not at them Talk with people http://flickr.com/photos/hamedmasoumi/1835907062

People want to engage

People want to engage with each other

People want to engage with with each you other

People want to engage with with each with each other you other about you

Ignoring this is not an option for brands http://flickr.com/photos/blakeimeson/2743011812

“It is not the strongest of the species that survive… …but the ones most responsive to change” Charles Darwin



So define your strategy

Get to grips with social media Commit to working with it

Jim wants to promote his brand online

He doesn’t have time to get into social media

The work experience girl manages his Facebook

He’s stuck some videos on YouTube http://flickr.com/photos/thms/411770953/

He doesn’t This is another damn fad… see much response

So spends his budget on costly traditional marketing http://bigphoto1.blogspot.com/

Jim did not commit to the medium!

Your digital profile = Primary point of contact with consumers worldwide

Invest resources Accordingly

Digital Media Stats: Source: Universal McCann April 2008 83% watch video 78% read blogs 57% use social networks 48% listen to podcasts 39% use RSS feeds

Digital Media Stats: Source: Datamonitor 2008 6/10 top internet sites are social (In 2005 it was 0/10) UK social network Use to treble from 9.6m to 27m by 2012

Retain your brand’s professional values… …where amateurs dominate http://flickr.com/photos/joeshlabotnik/305410323/

Get to grips with social media Commit to working with it Stand out from the crowd

Your content needs to be better than hers

Add value

Encourage conversation and sharing

Update regularly

Be ready to act fast This thing is always on http://flickr.com/photos/dominicspics/2283374387

Remain authentic honest and transparent http://flickr.com/photos/ysgellery/3103708893

Be prepared for more disruption by being involved now

Livecasting http://flickr.com/photos/jamescridland/612782641

Livecasting Have the best access http://flickr.com/photos/jamescridland/612782641

Geopositioning http://flickr.com/photos/schoschie/3199803970

Geopositioning Ensure they will always find you

Mass collaboration

Mass collaboration Harness the passion of your fans

Monitor everything. And react http://flickr.com/photos/ysgellery/3103708893

Get to grips with social media Commit to working with it Stand out from the crowd

Get to grips with social media Beyond marketing broadcasting own website Feeds Widgets Mash-ups Mobile

Commit to working with it Don’t leave this to amateurs

Stand out from the crowd Professionally handled content, strategy and execution

Thank you. Visit us: alchemycontent.com tom@alchemycontent.com Email us: matt@alchemypr.com Call us: +44 20 8996 4832 Alchemy Content Ltd Gable House 18-24 Turnham Green Terrace London W4 1QP Follow us on Twitter! @alchemycontent

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