Planning, development and management of content.

1. CONTENT STRATEGY

2. Tela Litana
Content Strategist and Social Media Manager
@Tela_telz
tela@zasocialmedia.com

3. ON THE AGENDA
• WHAT IS A CONTENT STRATEGY?
 PLANNING
 CONTINUOUS DEVELOPMENT
 ONGOING MANAGEMENT
• WHY DO I NEED A CONTENT STRATEGY?
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ATTRACT
MAXIMIZE WEB CONTENT
PRIORITISE
BUILD TRUST
• CREATING A CONTENT STRATEGY
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DISCOVER
ANALYZE
BUILD
TEST
• KEY ELEMENTS OF A CONTENT STRATEGY
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OVERALL OBJECTIVES
BUYER PERSONAS
PRIMARY/SECONDARY MESSAGING
EDITORIAL CALENDAR
LINKING PLATFORMS

4. WHAT IS A CONTENT STRATEGY?

5. WHAT IS A CONTENT STRATEGY?
An effective content strategy is the
careful planning, development and
management of your content in alignment
with whatever it is you’ve set out to
achieve.

6. WHAT IS A CONTENT STRATEGY?
Careful Planning
Think of it as a road map for both you and your visitors. As you map out
the route, consider:
• Objectives. What is your final destination? Where do you want to go?
What is it that you want to achieve?
• Research. Who are you trying to reach and what do you want to tell
them?
• Platforms. How do you plan on going about this?
• Tools. What will you be monitoring? What will define success?

7. WHAT IS A CONTENT STRATEGY?
Continuous development, shaped by tactics
•
•
•
•
Facebook/Twitter/Pinterest (etc) Strategy
Research
Platforms
Tools
Continuous
Development

8. WHAT IS A CONTENT STRATEGY?
Ongoing management, defined by constant evaluation,
assessment, redesign and implementation.
•
•
•
•
Facebook/Twitter/Pinterest (etc) Strategy
Research
Platforms
Tools
Ongoing
Management

9. WHY DO I NEED A
CONTENT STRATEGY?

10. WHY DO I NEED A CONTENT STRATEGY?
Attract
Attract new customers whilst retaining the trust and loyalty of
your existing customers.
However, it all goes back to what your main objectives are and
where you are online.

11. WHY DO I NEED A CONTENT STRATEGY?
Maximizing your web content entails the mastering
and practice of these techniques;
•
•
•
•
Balancing
Recycling
Shuffling
“Twerking”
Maximize Web
Content

12. WHY DO I NEED A CONTENT STRATEGY?
Prioritize your content to avoid being this guy!
Remember content isn’t just text, it is:
• Images
• Colors
• Videos
• Text
A content strategy outlines the end picture for
you and because appearance speaks on your
brand’s behalf, it should be considered as a
part of your content strategy.
Prioritize

13. WHY DO I NEED A CONTENT STRATEGY?
Build Trust
If your content strategy does not cater to building trust with
your online audience, then revisit it!

14. CREATING AND IMPLEMENTING A CONTENT
STRATEGY

15. HOW DO I CREATE A CONTENT STRATEGY?
Picture by Andrew Kaufman

16. KEY ELEMENTS OF A CONTENT STRATEGY
• OVERALL OBJECTIVES
• BUYER PERSONAS
• PRIMARY/SECONDARY MESSAGING
• EDITORIAL CALENDAR
• LINKING PLATFORMS

17. KEY ELEMENTS OF A CONTENT STRATEGY
• Awareness
• Nurture
• Market Products
• Thought Leader
• Promote
Objectives Over
Time

18. KEY ELEMENTS OF A CONTENT STRATEGY
Objectives Over
Time
We want to increase blog readership by 5% every month for the next 6months, so
as to raise awareness about product ‘x’
We want to reduce call centre costs by 10% in the next 5months, so as to increase
operational efficiency.

19. KEY ELEMENTS OF A CONTENT STRATEGY
Avoid getting this reaction from audiences when
they come across your content.
Look into;
• Present Demographics
• Who is your ideal buyer?
• What are their pain points?
And then decipher how you can use content to talk
to them and address their issues effectively.
Buyer Personas

20. KEY ELEMENTS OF A CONTENT STRATEGY
Primary/Second
ary Messaging
PRIMARY
(our services)
Smart marketers really
master the art of primary
and secondary messaging
SECONDARY
(humor)

21. KEY ELEMENTS OF A CONTENT STRATEGY
This will help you produce the right amount of
content at the right time across all your online
platforms.
In a world where digital changes happen
every now and then, timing is important and
when regarding it, you might what to pay
attention to:
• Current affairs that could serve as triggers
• Changes in the digital space
• Your personas possible daily routine
Editorial
Calendar

22. KEY ELEMENTS OF A CONTENT STRATEGY
The tone of your voice across all platforms
should be set out by the content strategy.
Tone Of Voice

23. KEY ELEMENTS OF A CONTENT STRATEGY
Content differentiation, understand
how users speak on each platform.
Introduce tactics and look at;
• Tone on each platform
• Hashtags used on
platforms
• Trending topics
• Ad types
different
Know Your
Platform

24. KEY ELEMENTS OF A CONTENT STRATEGY
Know how people are using each
platform
Know how ads work on each platform
Know the dynamics and features of
each platform.
Know Your
Platforms

25. KEY ELEMENTS OF A CONTENT STRATEGY
Linking your platforms does not
mean linking the content feed. It
means leaving traces on each
platform that all lead to the main
objective but can still easily be
followed from one platform to the
next.
Linking Your
Platforms

26. END