Overview: Content Strategy
Are you creating the content your audience actually wants to consume, or are you just talking about yourself?
What sort of content will your audience read, out of the endless supply at their fingertips? Formal news articles or blog posts from your staff and readers? An event calendar updated daily, or a longread every month? Static web pages, or a deeply granular database with faceted search?
And have you figured out how to get it to them, develop engagement around it, and translate that success into something concrete, fulfilling your mission? How many of the friends and organisations in your network amplify your message regularly?
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Relevant resources
www.huffingtonpost.com
On one hand, consumers have short attention spans, and on the other, studies have shown that longer video can perform better... first consider the goal of the campaign.... Determining performance on marketing-based goals can be a bit complicated to pin down... If site perusal is your goal, short video is best... Why produce a long video when you…
digiday.com
If your enewsletter is basically an RSS feed from your site's newsroom, you might want to think again. At the very least, we always advocate including an email-only editorial in enewsletters published every week or less frequently. "Publishers are ... already treating email newsletters ... as designed to be read entirely in email without reader…
adage.com
"Publishing partners have built best-in-class agency capabilities in house... brands and their media-buying agencies are going to publishers, emboldened by larger budgets, to create large-scale interactive ads with graphics, video and text.... "ours is a story that requires more than an ad. Content helps them explain the technology behind th…
medium.com
"... infographics are often taken at face value... And it is hard to fact check infographics... Fast Company republished 10 facts from Buffer. Fact checking one of the facts in that list went like this: The fact quoted an infographic -> that quoted a blog post at Huffington Post -> which in turn quoted another infographic -> which quoted a blog…
www.linkedin.com
"A Content Marketing Roadmap (CMR) is a strategy and game plan for content production and publication, usually for a three-month period. Its purpose is to take the guesswork out of blogging and lead generation and to, with every piece of content written and published, be working toward a goal." - What is a Content Marketing Roadmap? | Amanda Shaw…
contentmarketinginstitute.com
"In 2014, we published a series of posts to help marketers get back to the basics of content marketing or to improve what they are doing. In case you missed some or all of the series, here is a quick primer." - A Blueprint to Jump-Start Your Content Marketing Strategy
znconsulting.com
While possibly a bit naive regarding Facebook's motivation for crucifying organic reach, some good points here: "- Talking doesn’t equal connecting: It seems that many brands take their audience for granted. Liking a page doesn’t always imply interest. ... - Paid reach won’t substitute for great storytelling: While paid reach might get more visib…
moz.com
Building links to your site is a critical part of online promotion. A good article on some techniques *beyond* blogger outreach: "Here are just some of the wealth of link opportunities that are out there in almost every market: Resource pages Forums Directories Professional organizations Events Submission-based Press"…
www.twistimage.com
Another salvo in the "Content is (not) King" debate: "For every hour of writing a piece of content, they spend two to three hours working on the distribution of it - within their own channels and beyond. The frequency of publishing is reduced in order to spend more time on the distribution of it."