Creating and Amplifying Your Content Strategy

[I wrote this in 2014 for my tumblr blog]

I participated in a webinar last week about?creating a content strategy and amplifying the content.??Some great tips were provided and I thought I’d share them with you.?

The webinar was hosted by?Skyward?and?Outbrain.

First and foremost,?content creation is a human function - okay, duh.?But seriously, it’s not something that can be automated.

And, if you want someone to care about the content you’re putting out there then it needs to be turned into great content first - which requires a rigorous editorial process.?

“The content published should boost a positive image of your brand and elicit an emotional response in the reader,” said @MaryAnneFlynn.

Let’s take a step back for a moment and talk about WHY your company is investing valuable time and money into content generation.?It’s important that the answer to this question goes beyond “to be a thought leader or increase SEO”.?The answer to WHY should have everything to do with your target audience.?Start by asking yourself:

- What’s useful about our product to our target audience?

- How does our product positively impact our target audiences life?

The example shared on the webinar was Apple (shocker).?Mary Anne said “Apple doesn’t sell me anything, they OFFER me GREAT TOOLS for things that are USEFUL to ME.”?So simple. So true.

It’s not about WHAT you do, it’s about WHY you do it and HOW it is USEFUL to your TARGET AUDIENCE

Defining your content strategy?(from @RichUllman)

Step 1: research your audiences preferences; channels, keywords, media types

Goal: tell your story while relating to your audience

Step 2: conduct a content audit: determine whether a business has the right content to nurture and engage audiences.?The goal is to move your audience through the purchase process.

Take long form content already created and edit them for social sharing.

Step 3: Create an editorial calendar:?

1. Gather team to brainstorm content ideas
2. Ensure they align with brand image and what’s important to audience
3. Create assignments and deadlines (categorize them)
4. Create shared doc with all of this information
5. Must be monitored, measured and adjusted?

Engaging your audience with your content

Content is created to either to inform or inspire audiences.?richullman?believes that distribution is the queen to content’s king.

Build your plan for discovery: it’s illogical to build something and expect your audience to come.?You must be discovered.

1. who is the audience?
2. where do they spend time?
3. why are they there?

Social alone is not enough to engage audiences.?Your distribution plan should include PR/news sites with the goal of driving users to your brand website.

What kinds of content should you amplify to drive engagement:

• Owned: articles, videos, blogs - adapt for social
• Earned: product reviews, media coverage
• Paid: sponsored articles, native advertising: don’t forget to leverage these

Extend the life of your content: whether it’s PR, advertisements or owned articles/posts.?Distribute it?through ALL of your assets.