Getting Started with Content Strategy

Getting started with

Content

Lise Bissonnette Janody Dot-Connection Paris, France

European Professional Women’s Network Marketing Communications Committee Feb. 4, 2013

Strategy

Content strategy

Lots of content terms out there

Content strategy

Content Strategy

Content marketing

Content Marketing

Brand content

Brand Content

…and more! But first….

Content? What is

Content?

This looks like content….

IBM Smarter Planet/Social Business

So does this

Multimedia Feature produced by the New York Times (a must read!)

…and this

Orange Business Services Live Video Channel

…and this

Infographic produced by Capgemini

But this?

Yup…all content!

This too…

Content The web is full of all types of content

….and it ALL requires

STRATEGY strategy

Melissa Rach, Content Strategy for the Web Ed. 2

Content strategy helps organizations use content to achieve their business goals.

Content strategy plans for the creation, delivery and governance of useful, usable content.

Kristina Halvorson, Content Strategy for the Web

UNDERLYING PRINCIPLE

  Requires oversight and accountability

  Benefits from clearly defined roles, responsibilities, processes

  Must contribute to bottom line and support business goals

  Must provide value for users

Content is a business asset that must be managed like all other products

Content is not only about

Substance creating narratives

 Stories  Topics  Key messages

Content is also about lots of other stuff

 Structure (IA, taxonomy, metadata, content models)  Tools (CMS, email delivery, servers)  Engagement (SEO & social media)  Accessibility (coding, localization)  People (roles, responsibility, accountability)

Get a handle on what you have • Content (inventory, audit)

• Taxonomy and metadata

• Tools

• Channels

• People, processes, workflow

• Budget

Set objectives • Goals

•  Audiences

•  Purpose

•  Messages and Topics

Identify gaps and opportunities •  What can be optimized?

•  Where are the gaps?

•  What are the issues?

Plan and specify • Strategic plan (Who, what, where, when, how, and WHY)

• Editorial calendar

• Production schedule

• Page specifications

• Content models

• Content lifecycle

Carry out the plan

• Production

• Translation/localization

• Indexing and metadata

• Publication

Maintain and measure • Archive

• Update

• Test

• Measure

A sustainable strategy for your content

Review, refine, refresh

Discover your universe • Competition

• Keyword research

• Audience interviews

CONTENT STRATEGY

  Horizontal content strategy: ensuring consistent, holistic approach to content from one end of your site to the other

  Vertical content strategy: ensuring consistent, holistic approach to content between channels and devices for a topic or content type

  Content marketing/brand content very often vertical, but full-scale efforts can be both

Has breadth and depth

Note: Here’s a link to my blog post on horizontal and vertical content strategy

CONTENT STRATEGY

  Horizontal content strategy: ensuring consistent, holistic approach to content from one end of your site to the other

  Vertical content strategy: ensuring consistent, holistic approach to content between channels and devices for a topic or content type

  Content marketing/brand content very often vertical, but full-scale efforts can be both

Has breadth and depth

Note: Here’s a link to my blog post on horizontal and vertical content strategy

Content? Now: What is

Content Marketing & Brand Content?

Content marketing is a marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience – with the objective of driving profitable customer action.

Basically, content marketing is the art of communicating with your customers and prospects without selling…

Joe Pulizzi, Content Marketing Institute

IN FRANCE, BRAND CONTENT IS KING

Daniel Bô, Brand Content : Comment les marques se transforment en médias

•  Instead of advertising • Strong link to lead

generation • Prevalent in B2B • Term used widely in the US

Content marketing

• Can be advertising • Strong link to brand

engagement • Prevalent in B2C • Term used widely in France

Brand content

ELEMENTS OF

  Informative and educational and/or

  Entertaining, and/or

  Provides a service

  Stands on its own

Content marketing and Brand content

Marketing Not all marketing content

…is content marketing!

It’s not all marketing!

At some point

…you still need to describe your products and talk a bit about yourself, provide after-sales support…in short, provide the right content for all parts of the customer sales cycle.

SOME CONTENT MARKETING/BRAND CONTENT EXAMPLES

BRAND CONTENT

Here are just a few examples of full-scale, brand content efforts

•  AMEX Open Forum http://www.openforum.com •  vs EC SMB portal (not brand content):

http://ec.europa.eu/small-business/index_en.htm •  BNP Paribas site about managing money

http://www.lemoneymag.fr/ •  Coca Cola http://www.coca-colacompany.com/ •  Regards sur le Numérique (Microsoft France):

http://www.rslnmag.fr/

CONTENT MARKETING EXAMPLES

….and just a few examples of smaller-scale content marketing

•  SFR BYOD: branded content (http://solutionsauxentreprises.lemonde.fr/dossiers/byod-le-nouveau-defi-de-la-dsi_f-38.html) + white paper: http://www.audeladucloud.fr/

•  Marketo: http://eu.marketo.com/ (resource guides -http://pages2.marketo.com/dg2-marketing-metrics-uk.html)

•  For more examples: •  http://veillebrandcontent.fr/ (in French) •  http://contentmarketinginstitute.com/ (in English)

THANK YOU

Lise Bissonnette Janody

http://www.dot-connection.com