Dear CMO, A Blog Is
Not A Content Strategy John Doherty | @dohertyjf

Presentation inspired by a popular
blog post.

http://www.johnfdoherty.com/blog-is-not-a-content-strategy/
A Bold Claim

Interest in Content Marketing is
Increasing http://www.google.com/trends

As Is Interest In Content
Strategy http://www.google.com/trends

Low Quality Content is Punished
by Google

Websites Google Low Quality Content
is Punished by Google

What is the difference between
Content Marketing and Content Strategy?

Content marketing is an umbrella
term encompassing all marketing formats that involve the creation and sharing of content in order to attract, acquire and engage clearly defined and understood current and potential consumer bases with the objective of driving profitable customer action. (Wikipedia) Content Marketing

Content Marketing

User Content Outreach Visitors Conversion
Needs Content Marketing Process

Define Create Do Benefit Profit
User Content Outreach Visitors Conversion Needs Content Marketing Process

#stratos #livejump #redbullstratos #redbull 208966
Facebook Interactions 28469 Tweets 13299 +1s on Google+ It’s this

400k views on VIMEO -
https://vimeo.com/31455885 And this.

Content Strategy Content strategy plans
for the creation, publication, and governance of useful, usable content. Necessarily, the content strategist must work to define not only which content will be published, but why we’re publishing it in the first place. - Kristina Halvorson

Content Strategy Content Content Content
User Needs Content Audit Measurement Planning Production Deliverance

Content Strategy Define Research Plan
Produce Execute Audit Content Content Content User Needs Content Audit Measurement Planning Production Deliverance

Slide from @sara_ann_marie’s Getting Unstuck
presentation Content Strategy works cross- platform

Homepage of Forbes.com Content Types
Matter

Homepage of Forbes.com Tycoon News
Small Business Startups Entrepreneurship Social Media Economy Work From Home Content Types Matter

Content Marketing vs + Content
Strategy = WIN.

Content outside of conversion-oriented content
gets you links and brand advocates. Links and brand advocates get you customers. Customers pay you money.

This is content marketing Content
outside of conversion-oriented content gets you links and brand advocates. Links and brand advocates get you customers. Customers pay you money.

It’s all part of a
larger brand strategy though

This is content strategy It’s
all part of a larger brand strategy.

Content Strategy Platforms

People still consume a lot
of content online Desktop

They’re increasingly shifting to mobile
Mobile

Tablets are on the rise
Tablets

Content Strategy Is Hard

“Quality, relevant content can't be
spotted by an algorithm. You can't subscribe to it. You need people - actual human beings - to create or curate it.” – Kristina Halvorson, Content Strategy for the Web

#2 #4 It ranks. It
drives traffic. It converts users.

What About Blogs Then?

Define Research Plan Produce Execute
Audit Content Content Content User Needs Content Audit Measurement User Needs Planning Production Deliverance A blog cannot meet all user needs.

RedBull Stratos Got
Social

208966 Facebook Interactions #stratos 28469
Tweets #redbullstratos 13299 +1s on Google+ #livejump #redbull RedBull Stratos Got Social

Their blog?

Day of and 2 days
after. Respectable. Their blog?

Day of and 2 days
after. Respectable. 5 to 9 days later. Nothing. Wasted Effort. Their blog?

I’d hate to be Day
of and 2 days after. Respectable. their blogger now. 5 to 9 days later. Nothing. Wasted Effort.

They forgot about
their audience

Active Young Short Attention Span
They forgot about their audience

Tips For Winning With
Content

Users First Image from @ipullrank’s
Keyword Level Demographics

Think About Page Types Video
Centric Guides/Education Text-Centric Products Image Centric Conversion-Centric Categories Blog Posts

Vary Content Types

Microsites Youtube TV Shows Vary
Content Types

Vary Platforms

Measure As You Go No
one wants to waste effort.

Cut What’s Not Working

Content Strategy and Marketing are
Vital in 2012/2013

Don’t confuse marketing for strategy.
Strategy first, then marketing.

Have Fun Winning

John Doherty Director, Distilled NYC
@dohertyjf John.doherty@distilled.net Thank you! Feel free to get in touch with questions or inquiries.