A content strategy framework is essential to prepare for these inevitable epiphanies. Developing a digital content marketing strategy zazzle media. 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. Content strategy plans for thecreation, delivery and governance of useful, usable content. But these concepts apply to any b2b business and most b2c marketers as well. You can pull off a terrible pickup line if youre doing it in a tongueincheek way. Content strategy in place a goal and a framework that every part of your content planning can use as guidance. The framework offered here provides a checklist for thinking about how you approach your content marketing strategy. At the core of a broader content marketing strategy is a content development plan. I provide five practical examples based on existing literature to demonstrate the.
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. The content marketing strategy is the story you want to tell your customers about your product through those pieces of content. Also known as topic clusters, its a wellknown way of organizing content around one main topic that also helps with seo. Put simply, content strategy is doing your homework and content marketing is presenting it. 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. Its putting in place a goal and a framework that every part of your content planning can use as guidance. The acktt framework is one valuable guide to help develop this plan. Use behavioral and demographic information about your prospects.
Chapter 1, identify the problems and opportunities, is about selling the need for content strategy, with a presentation template you. Content strategy defines content purpose, and then guides planning for the creation, publication, and maintenance of that content. Download our white paper, the cmi content marketing framework. Having a content strategy positions you perfectly when its time to actually create content. How to write a content marketing strategy w template. Well use a fictional coffee delivery service, speedy bean. As a copywriter, id like to believe i bat for both teams. Content marketing strategy at its core, your content marketing strategy is your why. The content strategy toolkit by meghan casey is the ultimate collection of. For example, content marketing cant address some goals regarding your culture improving staff morale or costs reducing overhead by 10. 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.
While the same activities and processes are common to many different content strategy environments, there is room for flexibility in delivering content strategy. We use this when we want to show the reason and purpose of the content strategy as well as the detail. Sep 19, 2017 a framework for understanding data management vs. Across the enterprise functional areas beyond marketing and corporate communications are generating content and these efforts need synchronization. Signup for cmis daily alerts and get our exclusive ebook get inspired. This is for anyone in any business focused on seo and lead generation.
Click here to download the content strategy template. 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. Content strategy for the web, kristina halvorson the industry standard primer clout. The beginners guide to blogging and content strategy pickup lines are all about approach. Content strategy for the web was a great overview of learning the process of content strategy at a large organization. Body language, eye contact, not being a creep, etc. First referenced in the late 1990s by information designers like ann rockley, content strategy began to gain real traction around 2009. Content strategy by rahel anne bailie and noz urbina. Content cant support every company goal, nor should it. Unless you want to waste the next six months creating content that nobody sees. The truth is, without a strategy your content will never reach its full potential. A roadmap for creating an effective content strategy peachpit. So, while creating a sound content marketing strategy is necessary to attract and retain users, it also improves. Content marketing strategy, content strategy, and content plan.
Content strategy framework core strategy evolve our print production model to deliver singlesource, omnichannel content. Content strategy wants you to define what it means for your business. Jan 12, 2015 content has become a dynamic, sophisticated tool that can have tangible, bottom line results. It can be a minefield of tools, poor practices and datapacked theories. Complete beginners guide to content strategy ux booth. In a nutshell, content strategy is the masterplan defining and driving the use of content to achieve your business goals.
Developing a content strategy content marketing institute. The framework above helps to focus on the business value of the km effort. Pdf content marketing as an important element of marketing. Creating a content strategy with the acktt framework. 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. 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. A fillinthe blank content strategy document after noting a lack of standardized content strategy documents, columnist jonathan blank has created his own. Jan 29, 20 with a good content marketing strategy you can create opportunities to attract, engage and retain new customers. In the end, strategy is only as effective as the underlying business functions of your company. To me, content strategy is a framework for understanding meaning. Editorial workflow 44 slideshare uses cookies to improve functionality and performance, and to provide you with relevant advertising. A roadmap for creating an effective content strategy. An organization may want to create their own, oriented around its unique business goals.
To handle the demands of content creation, marketers have. 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. The 6 steps you need to build a rocksolid online content. The 6step content strategy framework for mighty content marketing. Oct 14, 2017 the strategy for your content is related to the strategy for your content marketing. Put content strategy to work for you by taking in neverbeforeseen case studies from teams at johns hopkins medicine, mini, icebreaker, and more. Download this content marketing strategy template for yourself. According to hubspots not another state of marketing report, almost. If youd like to use this method as a foundation for your next content marketing strategy, youre totally welcome to grab the template. May 04, 2017 margot and kristinas approaches arent the only ones out there. Just click the link below to grab a downloadable version of the template. Jan 05, 2015 e book on conceptual framework development.
Here is an example of a 7part content strategy framework for b2b lead generation built for seo. Perhaps youve heard of brain traffics content strategy quad shown in figure 1. Having worked at a large nyc based digital strategy agency most of the concepts in this book were familiar. First, grab a copy of my book on amazon, which has a chapter on each. The first phase in the framework, call to action, helps to identify this business value and determine the scope and the areas of emphasis. Presents a solid content strategy framework and ways to implement in.
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. 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. 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. The beginners guide to blogging and content strategy. 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.
This is a good introduction to content strategy, with excellent case study examples. What content will you be creating, when, and in which formats. The language of content strategy defines fiftytwo terms that are central to the discipline of content strategy. The main difference is the approach to finding these ideas. Mar 26, 2020 however, you can apply a framework to content strategy from many other fields to create your content marketing strategy. Its the backbone of your content creation and the marketing efforts that. Different people have different approaches that work. A curated list of useful books relating to 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. O we called this ebook a practical guide for a very simple reason. A 4step digital marketing strategy framework equinet academy. Focuses on project managers, department heads and other decision makers who need to know more about content strategy. Want to power up your content marketing and get real results online. Content strategy framework core strategy evolve our. For example, when huffingtonpost discontinued their outside guest blogging. 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. Thats the framework i use to understand and explain content strategy. Content strategy for the web is the industrys goto handbook for creating and executing successful content strategies. 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.
Before you begin writing and exploring different content types and formats, its important to understand who youre writing content for. If youre looking for a deeper dive, check out this guide from distilled and. It aligns your strategy and goals within the larger framework of the organization. Well show you the basic steps of a content audit here. Kristina halvorson, author of the book content strategy for the web. A framework for content marketing strategy smart insights. And there are books my favorite is kristina halvorson and melissa rachs content strategy for the web. If youre looking for a deeper dive, check out this guide from distilled and this more seofocused one from everett sizemore. Framework for managing knowledge, content and documents. Science of influential web content, colleen jones not just.
Content strategy is doing the research, planning and behind the scenes work. In the 1890s, the horse and buggy was the primary mode of transportation. Content strategy is largely undefined, messy and a challenge. As others have noted the difference, here are some examples of both. Due to the popularity of this article, i wrote an e book designed to suit the needs of beginning researchers. A lot depends on who you are and what sort of content strategy youre interested in. Heres a quick summary of the important points we covered. The newest book to the list, content strategy at work by margot bloomstein, is a great. People often use these terms interchangeably which is understandable, as the lines are somewhat blurry, but each is a bit different. Content strategy helps you manage all the assets or pieces of content that you generate. If content is king, then content strategy is the kingmaker. Plan is the first step in building a successful content marketing strategy. 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.
What is an example of content strategy vs content marketing. For example, a search focused piece of content could include some of the content types mentioned above. 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. It guides you and gives you the knowledge on how to truly make those pieces roirich. If they simply complete the template, theres a good likelihood it will be. Note that a content audit is often confused with a content strategy, but really its only one part of building an effective strategy. 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. For example, the case of the television network that wanted to comingle its. 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. 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. Meghan casey asks me to write this blurb for her book and i was like, what book.