Date post: | 26-Jan-2015 |
Category: |
Business |
Upload: | pam-didner |
View: | 111 times |
Download: | 4 times |
INTEL CONFIDENTIAL, FOR INTERNAL USE ONLY 1
Plan, Create, Amplify and Measure
@PamDidner #ConfabMN
Global Integrated Marketing Manager
2
You need to…
Think
Disagree with me
One or two take-‐away
3
Scope
No Intel talk
No Step-‐by-‐step processes
Yes to Sharing <ps
4
Measure
Amplify
Create
Plan
Content Process
5
Plan
Audience
Business Objec<ve
Content Audit
Content Strategy
6
Plan (and Research)
Audience
Business Objec<ve
Content Audit
Content Strategy
WHY
WHAT WHEN
WHERE
WHO
HOW
HOW MUCH
7
Three tips
OK NOT to know everything
Get “everyone” to agree on objec<ve and strategy
Content audit is a must
8
It’s OK not to know everything…
You must know:
• Business Objec<ves • Audience • How your company views content
9
Form your content team
Stakeholders:
• Strategic decision makers
• Money people
• Champions
• Showstoppers
• Interested others
Source: Content Strategy for the Web by Kris<na Halvorson and Melissa Rach
10
ü Agree on strategy and plan
ü Iden<fy a problem/ an opportunity
ü Trends/Best Prac<ce sharing
ü Request for help
Form your content team (continued)
Get them interested
Source: Content Strategy for the Web by Kris<na Halvorson and Melissa Rach
11
Content audit is a must
Types of audit
Quan<ta<ve inventory
Qualita<ve audit: Best Prac*ce Assessment
Qualita<ve audit: Strategic Assessment
Descrip<on
A list of all or sample the content you have
A comparison of your content against industry’s best prac<ce (done by 3rd party)
An in-‐depth look at how our content measures up to your strategic goals
When
Before strategy
Before strategy
AVer implementa<on
Source: Content Strategy for the Web by Kris<na Halvorson and Melissa Rach
12
Categorize content database
It’s OK to start with an Excel file
• audiences
• topics
• purchase cycle
• formats
• other categories (products, members etc.)
13
Create
“Big Idea”
Editorial Planning
Curated Content
Original Content
Content Gap
14
Create with a purpose
Keep it relevant to your product and messaging
Align content with purchase cycle
It’s Ok to skip “Big Ideas”
15
Amplify
Original content
Cura<ng content
Content mapping CRM Content
mapping
16
Three tips
Op<mize via trial and error
Create content within content
Bring them back to an awesome website
17
Inbound traffic
Publica<on Effec<veness
Quality / quan<ty
Measure
Quality / quan<ty Leads
Original content
Cura<ng content
Content mapping CRM Content
mapping
18
Three tips
FragmentaEon is reality
Pick 2-‐3 measurements at each stage
Draw assump<ve insights
19
Time vs. Budget
Measure
Amplify
Create
Plan 40%
20%
20%
20%
10%
10-‐30%
30-‐50%
10-‐30%
Time Budget
20
Managing content is complicated
It takes a team
Holis<c view is challenging
Understand what data means to you