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January 2017

Prolific content

How do you avoid regurgitating content? People say when your competitor zigs you must zag. But what if a new idea or an innovation light bulb sparks a great opportunity for new business or content but somebody has gotten there first? As is usually the case. Is it back to the drawing board? To do so wouldn’t be congruent with creative belief and would leave a lot of people twiddling their thumbs. Peoples daily lives seem to masticate the same content over and over with little stimulative difference in its reception and impact. Some would argue that getting your entertainment fix from Facebook is just the same as a Buzzfeed list, no? and so media vies for our attention in a black hole of content.

I’d never encourage trying to do the same thing with only a change in price as an incentive to your customers. When approaching any new idea think, from a content strategy point of view, how does it align with your business goals and mission and secondly how, from a content marketing point of view, does it bring value to and engage with your audience/ customers? Innovation plays a big part when changing/ designing a product or service. (see my other post on innovation and its language).

The deeper the knowledge you have of your audience the better you’ll identify an angle that will fit for both of the above. The key to creating engaging content is creating something of value to your audience that is delivered where, when and how they want to engage with it.

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Positive vibes on blue monday

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SEO hats

So you want a fancy SEO top hat? LETS DO THIS.

In the SEO sphere there are two types of hats, good ones- white hats and black hats, bad ones. The first are legal, organic, content-driven methods that are welcomed by the web while the other are hacks, illegal maneuvers and aggressive farming tactics to increase numbers. The latter is obviously to be avoided. So here’s an outline of both so you know what to steer clear of.

The DSIM made this awesome IG:

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Strategy clouds

When people say strategy, what do they really mean? Some take it as plan of action, others a list of goals or achievements or a new objective for the business. In reality it should incorporate all of these things and much more.

A strategy:

  • Sets goals
  • Analyses processes
  • Identifies problems
  • Proposes solutions
  • Sets out actions for change
  • Is supported by evidence and data

Your strategy shouldn’t just be a fancy worded new mantra for the company, packed with business jargon and 0% competency or coherence.

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When creating content strategies there are a lot of things to consider, such as:

  • What is our editorial mission statement, do we need to make one?
  • What do I want to achieve?
  • What’s my contents angle?
  • Who are my target market? what are its current, past and potential future dynamics?
  • Who are the key stakeholders?
  • Whats the budget and where is it coming from? How does this fit with the companies financial plan, forecast and other current strategies?
  • How will this affect my list, division and the business as a whole?
  • What can analytics and sales data tell me?
  • Is there enough evidence to a) support my strategy and b) achieve it?
  • What is a realistic timeline and frequency?
  • How can I break it down into steps and mile stones?

This is just a catalyst to get your editorial brain kicking.  Content strategy goes hand in hand with content marketing. Like any business model there are countless content marketing models, so when formulating a content strategy these should also be taken into consideration.

Joe Pulizzi from the Content Marketing Institute does a great keynote, watchable here.

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