The 10 Key Elements of Audience Building Content Strategy
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A process for content teams to follow with the objective of building engaged aud
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The 10 Key Elements of Audience Building Content Strategy
- 1. THE 10 KEY ELEMENTS OF AUDIENCE BUILDING CONTENT STRATEGY
- 2. ABOUT ME Carson Content I run a consultancy called Carson Content. I was Head of Digital Marketing at Bauer Media. We offer services in Content Strategy & Planning / Relaunches / Social Media and SEO strategy. @mrjamescarson http://uk.linkedin.com/in/jacarson85 www.carsoncontent.com
- 3. THE 10 ELEMENTS #1 PERSONA RESEARCH #2 MESSAGE ARCHITECTURE #3 DEFINING AN IA #4 STOCK, FLOW AND CURATION #5 TEAM WORKFLOW #6 GENUINELY GOOD IDEAS #7 HEADLINES #8 FORMATTING #9 USING MULTIMEDIA #10 CONSTANT REVIEW
- 5. KEYWORD ANALYSIS AND… Keyword Global Monthly Searches UK Monthly Searches bmx 450,000 33,100 bikes 135,000 27,100 mountain bikes 60,500 22,200 bicycle 201,000 18,100 bike 201,000 14,800 cycling 74,000 14,800 road bikes 40,500 14,800 mountain bike 110,000 6,600 road bike 27,100 5,400 bicycles 40,500 5,400
- 6. WHERE ARE THEY? HOW ARE THEY GETTING THERE? WHAT ARE THEY DOING?
- 8. British – from London, Manchester or Leeds 100 followers on Twitter More active on Facebook than Twitter Creative type that likes music and design Mean age: 21
- 10. ESSENCE CORE VALUES HOW IT MAKES ME FEEL WHAT IT SAYS ABOUT ME FUNCTIONAL BENEFITS FACTS/ICONS TRUTHS/BELIEFS PERSONALITY PRODUCT
- 11. • PRIMARY: The most important thing you want your user to know or feel after viewing your content. • SECONDARY: a group of messages that support the primary message and provide further context
- 12. • UK Thought Leader in Digital Content Strategy – Direct and to the point – We deal with matters of fact and logical explanation • Satirical – Sense of humour is dry and usually derived from criticism – We have a point of view that we aren’t afraid to express • The Antihype – We view trends with a long term view – We believe in marketing’s history
- 13. VOICEANDTONE.COM
- 15. • CATEGORIES – topics that can exist in a hierarchy. Generally fill menus. • TAGS – grouping of content that mentions a particular entity, most often proper nouns.
- 16. Category 1 Category 2 Category 3 Content Content Content Content Tag 1 Tag 2 Tag 1 Tag 1 Tag 2 Tag 2
- 17. HOW NOT TO DO IT Lifestyle Fashion Weddings News Advice Categories Top Level Get Involved 2nd Level 3rd Level Designers Page Types
- 19. STOCK AND FLOW Flow is the feed. It’s the posts and the tweets. It’s the stream of daily and sub-daily updates that remind people that you exist. Stock is the durable stuff. It’s the content you produce that’s as interesting in two months (or two years) as it is today. It’s what people discover via search. It’s what spreads slowly but surely, building fans over time.
- 20. STOCK FLOW • Guides • How to • Category pages • Infographics • Applications • News • Social updates • Opportunities
- 21. CURATION • Referencing things that aren’t yours • Getting your community to contribute • Harnessing social to create content
- 22. 70/20/10 • 70% of the content should be low risk, bread and butter marketing • 20% should innovate off what works • 10% should be high risk ideas that will be tomorrow's 70% or 20%
- 23. CONTENT SPLIT 60% STOCK 20% FLOW 20% CURATED 70% BREAD & BUTTER 20% INNOVATE 10% HIGH RISK
- 24. #5 TEAM WORKFLOW
- 26. • FORMAT – Writing, graphics, photography, video etc • COMMUNITY – To whom are your team connected? • CAPACITY – How much can your team produce? – 2k words a day WHAT, FOR WHO AND HOW MUCH?
- 28. • S imple • U nexpected • C oncrete • C redible • E motional • S tory • s FORMULA
- 31. #7 HEADLINES What do people see of advertising? Headlines! What do you yourself see of advertising as you glance through a newspaper or magazine? Headlines! What decides whether or not you stop a moment and look at an advertisement, or even read a little of it? The headline!
- 32. “On average , five times more people read the headline as read the body copy. When you have written your headline, you have spent 80 cents out of your dollar.”
- 33. Do you make these mistakes in English? Are you afraid of making mistakes in English?
- 34. THE THREE CLASSES OF SUCCESFUL HEADLINES: • Self interest – ‘How You Can Get a Job at FHM Magazine’ • News – ‘Government Unveils New Apprenticeship Scheme’ • Curiosity* – ‘Do You Make These Interview Mistakes?’ – ‘Wanted: £1 billion to Tackle Youth Unemployment’ *Curiosity is rarely enough on its own… “The effectiveness of the average curiosity headline is doubtful. For every curiosity headline that succeeds in getting results, a dozen will fail.”
- 35. • Quick, easy way • Short active verbs Greeks gain entry to Troy and win Greeks seize Troy • Eliminate negativity THREE MORE THINGS…
- 36. COMMON SENSE SEO HEADLINES • Make onpage headlines as long as you like. • Use full versions of proper nouns. • Think of how people will search to come across your headline. • Use one headline for robots, another for humans. • Continue to apply the concepts explained.
- 38. HOW USERS READ ON THE WEB THEY DON’T WELL ACTUALLY THEY DO, KIND OF http://content-science.com/expertise/content-insights/yes-users-read-on-the-web/
- 39. People rarely read Web pages word by word; Instead, they scan the page, picking out individual words and sentences. In research on how people read websites we found that 79 percent of our test users always scanned any new page they came across; only 16 percent read word-by-word.
- 40. SINCE USERS DON’T READ • Short words, short sentences, short paragraphs. • One idea per paragraph. • Break things up with lists and images.
- 41. <h2>Subtitle Stuff</h2> NOT <strong> OR <b> CENTER STUFF LIKE IMAGES LIST STUFF <ul> <li>LIST</li> <li>LIST</li> <li>LIST</li> </ul> <blockquote> ‚Blockquote interesting stuff‛ </blockquote>
- 43. STOCK IMAGE DIE DIE DIE
- 44. IT’S TOO EASY TO MAKE YOUR OWN
- 45. VISUALISATION Are youth unemployment statistics black and white? Nathan Atiko, 24, said: "Sometimes I have in the back of my mind that employers see my surname, see it's African and write my CV off straight away. I think about changing it because I wonder if they immediately think I might be trouble or I might be lying." 47.4% 52.6% 20.8% 79.2% % People Aged 16-24 Unemployed by Race: white Unemployed Employed black
- 47. GOT VIDEO? SHAKY? BADLY LIT? BAD SOUND? USE iMOVIE ON iPHONE PREMIERE IS THE DON
- 49. DASHBOARDING
- 52. Q & A #1 PERSONA RESEARCH #2 MESSAGE ARCHITECTURE #3 DEFINING AN IA #4 STOCK, FLOW AND CURATION #5 TEAM WORKFLOW #6 GENUINELY GOOD IDEAS #7 HEADLINES #8 FORMATTING #9 USING MULTIMEDIA #10 CONSTANT REVIEW www.carsoncontent.com @mrjamescarson