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How to write a winning content strategy
- 1. Teri Lichtenstein Digital Communications Manager Nestlé HealthScience Twitter: Terilichten #dietitianblogs Winning with content
- 3. Which one is a content strategy? Blog’s are so popular. I think I should start one I have done my research and I can grow my business if I am seen as an industry leader. To do this, I will market high-quality content that is relevant to my target audience and business.
- 4. Points to Consider Content Strategy Stakeholder input Business requirements
- 5. Why blog?? • Drive traffic to your business? • Increase sales or generate leads? • Attract new clients? • Educate people / potential customers on a specific nutrition topic? • Do you want to build a brand?
- 6. Points to Consider Stakeholder input Analytics audit Business requirements New technology Content Strategy
- 7. Analytics audit – Google Analytics
- 8. Analytics audit – Facebook insights
- 9. Points to Consider Stakeholder input Search listening Social listening Customer surveys Benchmarking Analytics audit Business requirements New technology Content Strategy
- 10. What content to create??
- 11. Focus on the long-tail keywords Credit:www.kiwanja.com
- 12. Google keyword planner tool
- 13. Listen up….Listen up…. Visit www.search.twitter.com Have a go at searching for key words, it works just like Google! Think about what types of things people would be saying... Some ideas: 1.“dietitian” 2.“nutrition for X” 3.Health condition
- 14. Points to Consider Content Strategy Stakeholder input Consumer journey Search listening Social listening Customer surveys Benchmarking Analytics audit Business requirements New technology
- 15. The new consumer journey
- 16. Tips and tricks to create winning content
- 17. Create a content calendar • Date • Social platform • Content type • Reader profiles • Industry events • Hot trends in your industry • Content creators • Content workflow • Budget
- 19. 1. To make my life easier Tips / tricks, advice, discover something new 2. To build relationships Reward followers (exclusive access, member-only promotions), entertain / educate 3. To help others Ask for feedback, enable/encourage followers to develop a community 4. To craft our identity Enable me to express who I am Why people communicate? Post content people want to share
- 22. Content is king but distribution is God almighty!
- 23. RIGHT Time RIGHT Place RIGHT Person
- 25. Let your content tell a story
- 26. Twitter @Terilichten Pinterest @tezza Instagram @terilichtenstein LinkedIn Terilichtenstein
Hinweis der Redaktion
- Content strategy can seem overwhelming Outline I will show you can apply to blog, social pages, website, any digital asset Content strategy is a focused look at the entire life cycle of content, from the creation to maintenance and even retirement of content. You look at things like developing, curating, information architecture, writing, editing and marketing. Unfortunately, not very many people take the time to think strategically about their content. They just design a site and start writing. But to be effective, your content needs a plan and it should be integrated into your overall communications strategy for your brand or business Content strategy focuses on why your target audience is going to be interested in what your brand has to say. Why will they want to engage in conversations with you on these social platforms and share your content with their personal networks?
- Content strategy starts with the big picture and then drills down to a granular level that can be implemented and measured. A good content strategy looks across organizational silos and integrates the different business needs, goals and tactics. It makes sure that the end product promotes consistent, effective and efficient user experiences and business processes.
- Stakeholder input Identify the most important ppl who have a role in your content – IT, legal, content creators, senior leadership team Separate out constraints form obstacles (eg our software runs on XYZ and has these limitations vs I don’t like our video content being hosted on youtube) The difference between an obstacle and a constraint may be the seniorority of the person raising the issue Business requirements Every organisation has different goals, expectations and metrics. The first step iin developing your content strategy is to identify your success factors Eg increase engagement with current followers, raise awareness and grow followers, goals for specific calls to action – eg contact to make appt, download a PDF, e-commerce transaction, social sharing of content pieces Your metrics should include specific deliverables and KPIs (especially in organisation). This will in turn allow you to work out who should do the execution and content creation
- You can have two or three objectives But any more and your blog will be unfocssed
- New technology - It is important to choose tools and technologies that will help you achieve your business objectives As you define your content strategy, you will also define your technology requirements A good content strategy will help you narrow your choice of tools to something maangeable and scalable – e.g you may plan for the future to have live chat technology whereby you can provide your users with the option to contact you in real time Analytics audit Don’t assume you know your customer. You may be surprised once you look at the data Reports from tools like Google Analytics (visitor interests and demographics) and Twitter Analytics allow you to see the interests of your existing audience and determine which content evoked the most interest or engagement. You can also analyze your Facebook data to see which posts receive the most shares or likes. On LinkedIn, you would review the reach and engagement your Company Page posts are receiving. Figure out what types of content resonate with your audience and stick to that. But pay attention to changing trends as your audience and engagement rates grow. Your ongoing audit might tell you that content that worked 3 months ago is no longer optimal for your expanded group of followers.
- Use a combination of free tools like GA and webmaster to also determine which are the keyword search terms that your audience is looking for This will help you to ensure that you include these key search terms in your content to improve your SEWO results
- Overview tab provides you a snapshot and you can drill down for more details The engagement rate is the percentage of unique people who clicked on, liked, commented on, or shared a post divided by the total number of unique people who saw the post. In the "Posts" tab, you can get a better understanding of your content's performance. "Post Types" shows you what types of posts are reaching and engaging the most people, for example, status updates, photos, or links. You get a big picture of how your content is doing: how many likes it received and how many visitors to your Facebook page you had, including the overall engagement with the page. You’ll want to watch this information for trends among the stories and advertising you are promoting. You’ll want to discover what’s getting traction and what’s not. You can also get data on daily interaction of your visitors and export data to exel to analyse further
- Benchmarking Set a benchmark early for the engagement rates you would like to see. Studies show that organic engagement (as in, engagement that has not been the result of paid or sponsored content) can be as low as 0.5-1.0%. This is particularly true with the constant algorithm updates these networks undergo in order to entice brands to pay for advertisements. So don’t be too overzealous with your benchmark, but be prepared to change it as your program gains traction. If you see that your content is consistently performing under expectations, rework it. Look at content that performs best and stick with it. Conduct A/B testing with different content and see what works. Eliminate content that is simply not reaching your target audience or generating interest. Customer surveys Using a customer market research survey is a fairly quick and efficient way to identify an audience and start brainstorming content strategies that will keep current customers interested and convince potential customers to convert. By using the information found from a simple survey, we can begin to understand our audience and figure out what the heck we should be creating for them. ust like a potential customer will ask questions before buying a product, we must also ask questions to figure out who is interested in a product or service and why. Before we can deliver the right message to the right people, we have to figure out what that message is, which means becoming detectives and answering some questions. We used survey monkey to find out what content you wanted at this workshop Consider offering an incentive for consumer feedback Blog as a vehicle for asking for feedback is perfect as this is a conversation tool Social listening By using social media monitoring dashboards you can collect information in real-time automatically. Although many organizations ”listen”, are they using the intelligence in the right context to build a content strategy. Many free tools for social listening or invest in paid tools To take content to the next level, you need to amplify via social Every single day there is something being talked about that is relevant to your brand or industry. Leverage this content. Joining the discussion on your blog is content in itself High authority links are socially shared When monitoring activities on your organization’s social media presence be it on Facebook, Twitter or YouTube, track: Level of engagement The level of engagement regardless of the Web 2.0 tool is the key metric in which you should be measuring the performance of a content and social media strategy. Monitoring the level of Likes, retweets and comments will permit you to gauge if the content that is posted is connecting with your target audience. If there are indications of low levels of engagement, it may be time to modify the content strategy. nfluencers Influencers can be help and hurt your content strategy and thus you should monitor their activity on your selected social media platforms. Keep a keen eye on when influencers comment on posts with a positive slant. Chances are that these particular posts will be shared amongst other individuals in the influencers’ networks and can be a very good indication of what the target audience would like to read or watch on a regular basis. On the opposition side of the coin, you will need to closely track the negative comments coming from influencers. These specific comments can persuade you to change future post ideas in order to avoid such negativity that can spread very quickly. Monitor competitors as well Search listening There is intent in every search query. The question is as a marketer, how much can you capture Identify key search terms and topics for your industry, then set up a Google Alert. You can receive them in your inbox as a daily digest or as they happen
- content that is at least 2,000 words long is more likely to rank for competitive terms (and lots of long-tail variations) than shorter content. This is not always the case, but very often
- Every day, 500 million tweets are sent into the Twittersphere. That’s a lot of words, even at 140 characters or less. Whether or not your content marketing strategy has you contributing your own tweets to the millions, you should be using Twitter. Not to talk. To listen. Somewhere in those 500 million tweets is information that can be incredibly useful for your business. So take some time every day to hear what’s going on. There’s a lot you can learn from Twitter. If you aren’t already, it’s time to listen to what people are saying about you, your brands, your industry, your competitors
- Consumer Journey The customer journey concerns the many interactions your audience (current, as well as potential customers/fans) has with your brand before they purchase. Now that the growth of digital channels and capabilities has exploded, the touch points have increased as well, giving brands opportunities to engage with their audiences in new and unique ways. What was once limited to traditional advertising — radio, television, print, billboards, direct mail — has been extended into an almost infinite space. If you’re providing your readers with valuable content that they’re not only encouraged but also motivated to share, your blog may be the most essential touchpoint along your customer’s journey. Blogging is hard. It takes time and internal resources and is often pushed down to the very bottom of everyone’s priority list when client work takes the priority. But it’s still content that counts. everyone’s consumer journey has become as individual as a fingerprinrt Consumers experience about 57 different touch piints along this journey, especially as they access social media and mobile networks more so than ever before The good news is that consumers are looking for more content than ever before during this journey to become empowered
- Which is WHY we need a digital strategy – it’s not as simple as it once was! Needs to come from the client as well. This is the reason we can’t just be doing the paid media…..
- Content calendars are a useful planning tool to ensure that you’re creating a high enough frequency of content, and aren’t missing opportunities such creating topical content on public holidays & major events. The best way to do this is to make a list of all the variables that are related to your business and blog. More than likely, there will be hundreds of these variables. That’s okay because you’ll eventually prioritize that list into a top 50 or less, eliminating everything else. No two calendars are alike, and your calendar will more than likely change from year to year…even month to month. That’s okay. It also might be tempting to skip this step because it is administration-heavy…but please, don’t skip it! I believe a content calendar is one of the single most influential tools to keep you on track with your blog. And the longer your blog is up, the more successful it will become. Plan ahead but also be prepared to be spontaneous
- These 4 dimensions are the things that people are most likely to share. Always ask yourself whether your content falls into at least one of these categories. The post on the right clearly falls under the 2nd dimension of entertaining.
- For content to be highly shareable it must provoke a strong emotional reaction. Anger is one of the strongest emotions that can be provoked. Creating content that angers your audience (without the anger being directed at your brand) is a very powerful strategy. When Matt O’Neil got so sick of people asking him about the lemon Detox Diet. He grabbed a kit, a handy cam and tripod and filmed himself discussing the low points and traps. This video has had close to 180,000 views. Matt got a legal letter from lemon detox company but no substantiation
- With so many different mediums of content, recycling content is a huge opportunity. E.g. Turn your long-form blog posts into eBooks. Record screencasts of your presentations and upload them as videos to YouTube. Turn blog posts into presentations. Curate existing content – e.g. 10 of the best dietitian blogs to follow and add your own commentary to make it personal. Of course always remember to source references and cite original authors
- For anyone feeling a tad out of place let me tell you a little story. About this time 3 years ago I didn’t have any social media or web presence apart from my writing work that was hosted. No, not even a facebook account. But I was interested in this little bird called Twitter and realised it was an easy way to dial into the digital world. So I set up a page with great design but no cost at all. And in a very short space of time…..