Learn about the 4 P's of Content Strategy (Planning, Production, Publication and Promotion) in an Agile methodology to make sure your content creation is effective.

1. Developing a Content Marketing Strategy

2. WE ARE ALL
CONSUMERS
and our expectations for digital are set
by the brands we interact with.
If your experience doesn’t measure
up, it’s going to hurt your brand.
A sub-par user experience results in 47% of site visitors having a less positive
perception of the company… and a third went on to tell others about it.
Equation Research

3. WE’RE LESS TOLERANT
When users have a less than positive experience online…
78% go to competitor site
88% are less likely to return
38% go to a competitor and never return

4. YOUR NEW
COMPETITION

5. CONTENT IS…
WHAT
PEOPLE
WANT
WHAT
PEOPLE
SHARE
WHY
PEOPLE
ACT
Companies of all sizes need to realize that great content is
required for success in digital

6. WE ALL MAKE CONTENT

7. SO WHAT IS CONTENT
MARKETING
Planning
Production
Publication
Promotion

8. AGILE
MARKETING
Making frequent, planned updates enables
you to prioritize feedback and respond
immediately to what users are saying. This
connectivity with users builds loyalty and
drives continued engagement with the
content.
TRADITIONAL
METHOD
Write Content
OUTCOME?
USER VALIDATED
MARKETING
MVP
0.2
0.3
0.4
1.0
LEARNINGS
LEARNINGS
LEARNINGS
LEARNINGS
OR

9. Building small requires
rigorous prioritization of
content opportunities based
on existing user insights and
business objectives
Our aim is to learn from real
users on a subset of content
and let those insights inform
the future allocation of
resources LEVEL OF EFFORT
SIZEOFSUCCESS
CONTENT
PLANNING

10. PLANNING Planning is about understanding your
objectives and aligning them with the intent
of your audience
Feedback
Comments, reviews, survey
Behavior
A-B testing, heat-mapping
Analytics
Page, event and
conversion
Connections
Data bridges, Social
INTENT
SOCIAL
INTEREST
USER VALIDATED
DRIVERS

11. CONTENT
PRODUCTION
Creating great content is lots of
hard, rigorous work and there are no
shortcuts to doing it right
TECHNOLOGIES
Ruby on Rails
.NET
HTML5
iOS
Android
PhoneGap
PHP
PLATFORMS
Mobile
Tablet
Web
Social
Kiosk
POS
PRODUCERS
Writers
Editors
Experts
Videographers
Photographers
Recording Artists
Actors

12. PLANNED PUBLICATION
CONTENT PUBLICATION
Though content roadmaps are critical, room must
be made for the learnings gained from users.
MVP
Iterate
Iterate
1 2
1 2
1 2
Listen & Learn
Implement
1
2

13. Content isn’t valuable to you or your audience you worked hard to
create it for if nobody knows you created it. Great content is easier
to promote, but it wont share itself.
Next Steps for Content…
PROMOTION
SHARING
Influencers 1st
Stay in the Conversation
Make it Contextual
Bite-size Bits
UPKEEP
Lifecycle
Relevancy
Platform Changes
New Content
SEARCH
Micro & Meta
Internal Links
Natural Language
User First

14. Great Content
MARKETING
Planning
Production
Publication
Promotion

15. Seth@RevUnit.com
Twitter: @Seth_Waite
Web: RevUnit.com