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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
WHITE PAPERS BLOG POSTS INFOGRAPHICS EVERGREEN ARTICLES HELP AND ADVICE GUIDES QUESTIONS AND
ANSWER VIDEOS PODCASTS WEBINARS EBOOKS OFFLINE DOWNLOADS FAQS SOCIAL
INTERVIEWS THOUGHT LEADERSHIP CURATED POSTS
CASE STUDIES IMAGES
Key
questions
Utility or creativity?
jdhancock
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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Consider • What • Where • When • How • Why • Who
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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
Theis Kofoed Hjorth
What is the impact on your business?
mukumbura
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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WHITE PAPERS BLOG POSTS INFOGRAPHICS EVERGREEN ARTICLES HELP AND ADVICE GUIDES QUESTIONS AND
ANSWER VIDEOS PODCASTS WEBINARS EBOOKS OFFLINE DOWNLOADS FAQS SOCIAL
INTERVIEWS THOUGHT LEADERSHIP CURATED POSTS
CASE STUDIES IMAGES
Updates • Digital Bites on 3rd June
– Is Google taking over the world?
• Business on a Bike on 19th June
• Sign up to the Crafted Edition newsletter
• Drive Digital is back in September
Ipswich Studio: 32 Fore Street, Ipswich IP4 1JU. Tel. +
44 (0) 1473 213222
London Office: Clerkenw
ell Workshops, 27/31 Clerkenwell Close. London EC1R 0AT. Tel.
+44 (0) 20 3393 3852 Thank you…
www.crafted.co.uk | [email protected] | @
craftedmedia
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