Marquette University: Content Strategy 3-17-14

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©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.

@sarahvanelzen

What is content?

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Campaigns.

TV spots.Online ads.

Press releases. Videos.

Tweets.

Articles.

White Papers. Slides.

Facebook posts.

Blogs.

Social ads.

Webinars.

eBooks.

What is content?


@sarahvanelzen

79% of time online is spent interacting with content.

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Source: Content Marketing Institute


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Content strategy verses

Content marketing

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Content strategy delves deeper into the creation, publication, and governance of useful, usable content. It seeks to manage content as a strategic asset across the

entirety of the organization.

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@sarahvanelzen

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.

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What is good content marketing?

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Educational, provides facts or details

Principles of Good Content

#1 Informative

©2013, Hanson Dodge Creative. All rights reserved. HDC / Making the world more active.12

@sarahvanelzen#1 Informative


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47% of all social posts contain content-sharing links

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Source: MarketingProfs

#1 Informative


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#1 Informative






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Inspirational, joyful, heartwarming


#2 Emotional


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Honest and open, easy to understand


#3 Transparent


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Designed for a practical purpose, solves problems, productive


#4 Useful


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#4 Useful


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Causes laughter, happiness, enjoyment


#5 Amusing


@sarahvanelzen#5 Amusing












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50% of people talk with friends after watching a video

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Source: Google Think


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Leads to a business deal, conversion or sale


#6 Transactional


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Posts with photos attract 120% more engagement than the average post

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Source: Wishpond






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Searchable, targeted, result provides expected outcome


#7 Optimized


@sarahvanelzen#7 Optimized


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Relates to the audience, specific, personal


#8 Relevant


@sarahvanelzen#8 Relevant

http://www.mizunousa.com/running/what-if-everybody-ran








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#8 Relevant




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Posts with less than 80 characters get 66% more engagement

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Source: Track Social


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#8 Relevant


Results250+ total stories53 million+ media impressions200+ TV mentionsAt least two TV crews covered the event each dayOpening Day: 4 TV crews, 2 news choppers, print feature1,664,614 Facebook impressions gained during the event1,260,986 Twitter impressions gained during the event

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#8 Relevant


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#8 Relevant




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Smart, clever and able to move quickly. Also known as “newsjacking”


#9 Agile


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#9 Agile


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#9 Agile


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Upholds brand position, values and voice


#10 Brand-driven


@sarahvanelzen#10 Brand-driven








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#10 Brand-driven








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HANSON DODGE CREATIVEMaking the world more active.™

Date post:	10-May-2015
Category:	Marketing
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