Mar 26, 2020 however, you can apply a framework to content strategy from many other fields to create your content marketing strategy. If they simply complete the template, theres a good likelihood it will be. The content strategy toolkit by meghan casey is the ultimate collection of. It can be a minefield of tools, poor practices and datapacked theories. A lot depends on who you are and what sort of content strategy youre interested in. Across the enterprise functional areas beyond marketing and corporate communications are generating content and these efforts need synchronization. It aligns your strategy and goals within the larger framework of the organization. Content strategy defines content purpose, and then guides planning for the creation, publication, and maintenance of that content.
If youre looking for a deeper dive, check out this guide from distilled and. Meghan casey asks me to write this blurb for her book and i was like, what book. In the end, strategy is only as effective as the underlying business functions of your company. Content strategy plans for thecreation, delivery and governance of useful, usable content. Jan 05, 2015 e book on conceptual framework development. Having a content strategy positions you perfectly when its time to actually create content. At the core of a broader content marketing strategy is a content development plan. The content marketing strategy is the story you want to tell your customers about your product through those pieces of content.
Want to power up your content marketing and get real results online. First, grab a copy of my book on amazon, which has a chapter on each. Content marketing strategy, content strategy, and content plan. Creating a content strategy with the acktt framework. The 6step content strategy framework for mighty content. The beginners guide to blogging and content strategy pickup lines are all about approach. Content cant support every company goal, nor should it. We use this when we want to show the reason and purpose of the content strategy as well as the detail.
In the 1890s, the horse and buggy was the primary mode of transportation. Put simply, content strategy is doing your homework and content marketing is presenting it. For example, the case of the television network that wanted to comingle its. The main difference is the approach to finding these ideas. A roadmap for creating an effective content strategy peachpit.
We generally use it when we are providing an organisation with a strategy for the first time. The 6step content strategy framework for mighty content marketing. O w ith the information and resources provided in this ebook, you should be ready to start developing your own content strategy and beging cranking out some killer content. In either case, weve found it useful to show a fictitious example of a content strategy. This e book answers the many questions and comments regarding the preparation of the conceptual framework. Just click the link below to grab a downloadable version of the template. Framework for managing knowledge, content and documents.
O we called this ebook a practical guide for a very simple reason. The beginners guide to blogging and content strategy. If youre looking for a deeper dive, check out this guide from distilled and this more seofocused one from everett sizemore. The brain traffic model kristina halvorson and melissa rach describe a model for covering the essential elements of a content strategy in their book content strategy for the web. This is for anyone in any business focused on seo and lead generation. Also known as topic clusters, its a wellknown way of organizing content around one main topic that also helps with seo.
The first phase in the framework, call to action, helps to identify this business value and determine the scope and the areas of emphasis. Well show you the basic steps of a content audit here. For example, in her book, the content strategy toolkit, meghan casey describes what she calls a messaging framework, which builds on a core content strategy statement. Editorial workflow 44 slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. Well use a fictional coffee delivery service, speedy bean. Sep 19, 2017 a framework for understanding data management vs. The newest book to the list, content strategy at work by margot bloomstein, is a great. Unless you enjoy your boss breathing down your neck asking why hes paying your salary to generate 10 views a month with a 99% bounce rate.
Kristina halvorson, author of the book content strategy for the web. The truth is, without a strategy your content will never reach its full potential. Content strategy for the web is the industrys goto handbook for creating and executing successful content strategies. Content strategy for the web, kristina halvorson the industry standard primer clout. You can pull off a terrible pickup line if youre doing it in a tongueincheek way. Focuses on project managers, department heads and other decision makers who need to know more about content strategy. A curated list of useful books relating to content strategy. Content strategy wants you to define what it means for your business. Presents a content strategy framework and ways to implement in both inhouse marketing departments and consultancies includes case studies, interviews, and lessons learned from retail, apparel. In a nutshell, content strategy is the masterplan defining and driving the use of content to achieve your business goals. To illustrate how blue ocean strategy can be used in a variety of industries, well cover three very different industries automobiles, computers, and movie theaters. Having worked at a large nyc based digital strategy agency most of the concepts in this book were familiar.
Due to the popularity of this article, i wrote an e book designed to suit the needs of beginning researchers. Jan 12, 2015 content has become a dynamic, sophisticated tool that can have tangible, bottom line results. Jan 29, 20 with a good content marketing strategy you can create opportunities to attract, engage and retain new customers. As others have noted the difference, here are some examples of both. Body language, eye contact, not being a creep, etc. The 6 steps you need to build a rocksolid online content. According to hubspots not another state of marketing report, almost. Developing a digital content marketing strategy zazzle media. Plan is the first step in building a successful content marketing strategy. The acktt framework is one valuable guide to help develop this plan.
Oct 14, 2017 the strategy for your content is related to the strategy for your content marketing. Pdf content marketing as an important element of marketing. This is a good introduction to content strategy, with excellent case study examples. If content is king, then content strategy is the kingmaker. Content strategy in place a goal and a framework that every part of your content planning can use as guidance. The language of content strategy defines fiftytwo terms that are central to the discipline of content strategy. Jun 26, 2018 in this guide, ill define what a content marketing strategy is, help you decide if a content marketing strategy is right for your business, and outline a threestep process to analyze your customer base, understand their journey, and then create a content marketing framework that incorporates both pieces. But these concepts apply to any b2b business and most b2c marketers as well.
For example, a search focused piece of content could include some of the content types mentioned above. Data strategy needs burbank shared a fivelevel framework she devised to help her clients understand the relationship between data strategy and data management, as well as illustrating areas where their organization may need to mature to use data in the most strategic way possible, as shown in. To me, content strategy is a framework for understanding meaning. Content strategy is largely undefined, messy and a challenge. As a copywriter, id like to believe i bat for both teams. A 4step digital marketing strategy framework equinet academy. Or they think their website or business is small enough that a goal written on the back of an envelope is all they need to create successful content for the long haul. The framework above helps to focus on the business value of the km effort. A roadmap for creating an effective content strategy. First referenced in the late 1990s by information designers like ann rockley, content strategy began to gain real traction around 2009. Signup for cmis daily alerts and get our exclusive ebook get inspired. A content strategy can either be about a brands journey to land a customer useful when a brand is new or has lost its way, or a content strategy can be about a customers journey and how the brand can help.
It guides you and gives you the knowledge on how to truly make those pieces roirich. Content strategy at work is a book for designers, information architects, copywriters, project managers, social media consultants, and anyone who works with visual or verbal content. An organization may want to create their own, oriented around its unique business goals. People often use these terms interchangeably which is understandable, as the lines are somewhat blurry, but each is a bit different. Presents a solid content strategy framework and ways to implement in. Thats the framework i use to understand and explain content strategy. Use behavioral and demographic information about your prospects. How to write a content marketing strategy w template. Learn more about content strategy for the web the content strategy toolkit is the ultimate collection of everything you need to create and launch a content strategy. Download this content marketing strategy template for yourself. A collaborative effort from fiftytwo top content strategy practitioners, this collection of terms is presented both as a representation of the current state of an emerging profession and as a starting point for the evolution of that profession.
Download our white paper, the cmi content marketing framework. Download this goal planning template for help figuring out the right content goals. To handle the demands of content creation, marketers have. Content strategy helps you manage all the assets or pieces of content that you generate. A fillinthe blank content strategy document after noting a lack of standardized content strategy documents, columnist jonathan blank has created his own. But what with what why where how when when how often for whom what next core strategy or, purposewhat will your content do foryour business and your users. Unless you want to waste the next six months creating content that nobody sees.
What content will you be creating, when, and in which formats. What is an example of content strategy vs content marketing. I provide five practical examples based on existing literature to demonstrate the. Science of influential web content, colleen jones not just. Its the backbone of your content creation and the marketing efforts that.
An insightful, funny hand book that explores content strategy roots and quickly and expertly demonstrates not only how its done, but how you can do it as well. Content strategy is doing the research, planning and behind the scenes work. Developing a content strategy content marketing institute. May 04, 2017 margot and kristinas approaches arent the only ones out there. For example, when huffingtonpost discontinued their outside guest blogging. If youd like to use this method as a foundation for your next content marketing strategy, youre totally welcome to grab the template. Content strategy framework core strategy evolve our print production model to deliver singlesource, omnichannel content. Perhaps youve heard of brain traffics content strategy quad shown in figure 1. Its putting in place a goal and a framework that every part of your content planning can use as guidance. A framework for content marketing strategy smart insights.
With hub content, you are looking to find ideas that are based on the interest you find from content and persona research along with brainstorms. Content marketing strategy at its core, your content marketing strategy is your why. Click here to download the content strategy template. Here is an example of a 7part content strategy framework for b2b lead generation built for seo. Different people have different approaches that work. Content strategy by rahel anne bailie and noz urbina.
Complete beginners guide to content strategy ux booth. The framework offered here provides a checklist for thinking about how you approach your content marketing strategy. For example, if customer service is falling short, addressing hiring and training practices before adding new digital solutions, such as automated chat could be a solution. For example, content marketing cant address some goals regarding your culture improving staff morale or costs reducing overhead by 10. And there are books my favorite is kristina halvorson and melissa rachs content strategy for the web. So, while creating a sound content marketing strategy is necessary to attract and retain users, it also improves. A content strategy framework is essential to prepare for these inevitable epiphanies. Content strategy for the web was a great overview of learning the process of content strategy at a large organization. Put content strategy to work for you by taking in neverbeforeseen case studies from teams at johns hopkins medicine, mini, icebreaker, and more. Heres a quick summary of the important points we covered. Creating content strategically means following the blueprint from the previous steps in the framework, setting up a workflow for creation and publication that works, and prioritizing quality over quantity. Chapter 1, identify the problems and opportunities, is about selling the need for content strategy, with a presentation template you. While the same activities and processes are common to many different content strategy environments, there is room for flexibility in delivering content strategy.
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