University of oxford digital strategy vision the universitys reputation in research, education, and engagement will be underpinned by an innovative and holistic digital capability. There is no shortage of content marketing experts these days, and theres no shortage of ideas on the best ways for companies to leverage their content to achieve desired results. Most notforprofit organizations that offer their customers e. Now that you know who you are trying to reach, its time to decide how you will reach them.
Many people teaching today may remember when textbooks started to migrate to technology with resources included on a cd as an accompaniment. Content strategy refers to the planning, development, and management of contentwritten or in other media. There is a better way, though, than struggling your way through. To achieve these benefits, a clear strategy and roadmap is requiredone that is focused on both legacy and digital technology and processes to release value, generate insights and focus on the customer. This paper studies content strategies for online publishers of digital information goods. Content marketing is connected storytelling that pulls prospects forward in their quest to solve a problem or achieve an objective. Content strategy doesnt have to be needlessly complex. Content is the king of todays marketing environment. Jun 22, 2016 put simply, content strategy is doing your homework and content marketing is presenting it. We carefully assess a clients unique needs and recommend content appropriate for the audience. An audiencefirst content strategy should also connect users with content that meets their mindset across devices, including when theyre on their phones.
A content strategy sets the foundation for the creation, structure and governance of content. Content strategy is a task that demands time and thoughtful planning. A lot of research and ideology went into the development and rollout of the strategy. Origins the digital strategy the development of a digital content strategy was foreshadowed in 2005 as a key action of the governments digital strategy. Several obstacles stand in the way of digital maturity. What is an example of content strategy vs content marketing. Digital marketing proposal example pdf proposal templates. Any content you post on the web needs to be informative, useful and interesting to attract and engage your target audience. How to write a content marketing strategy w template. A digital marketing strategy includes an integrative plan of how your business will use social media, search engines, emails, and content to promote. European commission digital strategy european commission. May 07, 2014 sample of a digital content strategy proposal 1.
In the runup to the ras 250th birthday in 2018, last year we took on a project to overhaul our website and social media content. If choosing degree seeking, you will need to select digital content strategy. The power of a digital transformation strategy lies in its scope and objectives. On the 21st of november, the college adopted the digital strategy of the european commission. Your content marketing strategy doesnt have to be complicated. Strategy 1 talent leader insight consistently organize all your training content, classroom and online, into the same organizational structure so it is easy for your participants to find the content that is mapped to. In a nutshell, this chapter offers an overview of digital marketing and its strategies for an. Why personas are critical for content strategy johnny holland. A digital content marketing strategy isnt the same as a content strategy. From the beginning of your content marketing project, commitment is a must.
The study derives the optimal condition for each strategy. The digital content strategist blends creative skills with a technology background, monitoring the bleeding edge of social media, seo development, html, web platforms, and emarketing, digital content strategists function similarly to social media employees, but theyre typically more tech savvy as well. We look at the correlation between digital marketing and marketing, using online tools for gathering market intelligence and a digital marketing strategy. A content marketing strategy isnt just about your digital contentits also about the strategy surrounding your content. Of course, if we consult, they have the strategy written for them. The digital marketing proposal templates helps you to tick off every mark of the checklist for a great proposal. Content strategy is doing the research, planning and behind the scenes work.
If choosing certificate, you will need to select data interpretation and communication or social media strategy. The content strategy best practice guide is based on indepth interviews with a range of senior digital and non digital marketers, content leads, heads of ux and content strategists. A go forward strategy project would deliver on three key objectives. The postit notes and dogeared pages in my copy are evidence of that.
The most popular content strategy tools borrow from the discipline of information architecture, but there is one invaluable tool that is imperative to the process of strategy and implementation of tactics that we can thank our user experience cousins for. Admittedly, the lines can blur between digital and content strategy, especially in organizations where content is their primary business. The purpose of a digital content strategy is to provide direction towards an. The difference between digital strategy and content. The president and chief executive officer of waterloobased northern digital inc. We must produce content across our digital channels that informs, inspires and entertains our audiences while providing them easy access to services, increasing our potential for revenue generation. The problem is that these ideas are often without contextnot grounded in realworld examples that can help wouldbe content marketers get their arms around what content strategy. Our content strategy guidance is designed to help you do this. A synthesized set of key facts and insights to inform, guide and shape the digital strategy and its key recommendations and. Content strategy uses credible, trustworthy, transparent media to communicate stories and information to enhance an organizations strategic goals.
Just like brand colors, typography, or visual content, your voice is a critical part of your branding strategy. Given the above, we think its an excellent opportunity to give a refresher on the allimportant strategy behind your content marketing campaigns and some of the key elements to consider creating a content marketing strategy. Digitally maturing organizations are also much more likely to have collaborative cultures that encourage risk taking. Pdf this piece of research work aims at understanding the preferred emerging media options used for marketing. Here are some of the exciting digital marketing tools that. A content marketing strategy isnt just about your digital content its also about the strategy surrounding your content. Our awardwinning digital content strategy is a bridge to digital. The ultimate guide to digital marketing digitalmarketer. So, to be successful, you need a plan for how content marketing can support your goals. One of canadas 50 best managed companies waterloo, canada december 12, 2001. For 11years, he had climbed the corporate ladder at. Tangelo can implement into your business to help it grow. Northern digital was selected from more than 800 canadian companies for the award. Online program in digital content strategy william allen.
As others have noted the difference, here are some examples of both. But its not being used properly, which causes difficulties for the. If it is too time consuming, consider investing your resources to get help. To help shape my content strategy, i go back to a rudyard kiplings 1902 poem the elephants child. Having a solid content strategy in place isnt a nicetohave, its a needtohave. Because a strong content strategy can help guide your content teams activities, equipping them with clear responsibilities, an editorial calendar, goals, metrics and an integrated plan for deployment. The role of content strategy in digital marketing four dots. In either case, weve found it useful to show a fictitious example of a content strategy. An introduction to the internet and the marketing mix, some key terms and concepts around strategy and a guide to developing a marketing plan. A manual promotional campaign sent to your entire database with the. Tara shioya is the founder and principal of a content strategy.
Digital technology is becoming increasingly intertwined with everyday life. We help authoritative thinkers in the financial services and healthcare industries create great content about what they know and what they think others ought to know whether thats about their industry, the markets, innovations and trends, or other subjects that are central to their businesses. How to build a digital content strategy that delivers. In this mastery course, youll learn to execute a full funnel content strategy that transforms ice cold prospects at the. Dec 15, 2015 the most boring piece of content is the one that could cost you your job. Youll leave with a content strategy template you can use as a framework for developing your organizations content strategy. Content marketing strategy quick guide content marketing strategy success factors. How to build a strong digital content strategy express writers. Ndi, winner of the canadas 50 best managed companies award in 2000, has requalified for the award in 2001. You should apply a content strategy when building new services or redesigning content, or for big changes such as machineryofgovernment updates. This manual list can be filtered and improved using some. The content strategy playbook digital services georgia.
Arts organisations that are skilled in digital marketing will all other things being equal see more people through their doors than ones that rely on a. Our digital content must support the business goals in uals 201522 corporate strategy. It seems that everyone we talk to is thinking about their digital strategy. Apr 27, 20 good content strategy must be brought to life in good information architecture, user experience, design and optimization before it even matters if the writing is good. You will build skills you can use immediately while broadening your thinking and encouraging a mindset for adapting to the everchanging digital landscape. The proposal template includes all the aspects that your clients will love. Digital marketing strategy the ultimate guide to digital. Having the right content tools and technologies in place to support your overall strategy helps to not just distribute content and keep websites fresh, but it also mitigates the risk associated with outdated, inaccurate or non.
Cds case studies the center for digital strategies provides access to teaching cases with content and situations related to digital issues. Mobile is driving growth in time spent with digital media, according to data from emarketer. Build a team that can help you align your content with the latest trends and customer desires. Content strategy content strategy process goals for company xyz digital landscape result of digital presence some ideas to increase audience timeline for rollout success will look like. The report aims to identify best practice approaches, techniques, challenges and opportunities around digital content strategy. Content marketing strategy the ultimate guide to digital. This survey was designed to better understand the usage of and attitudes. Digital marketing proposal template get free sample. How to develop a digital content strategy that drives real. Content is where the story is told its where inspiration happens and its where you have a chance to connect with the consumer in a unique way.
Digital marketing strategy toolkit templates for expert members develop your strategy using our digital marketing toolkit templates to prepare a customised plan. Digital content strategist resume sample velvet jobs. Read our guide on building a strong digital content strategy. The problem is that these ideas are often without contextnot grounded in realworld examples that can help wouldbe content marketers get their arms around what content strategy is all about. Content strategy can be very difficult to build up, especially if you do not know where to go from where you have been. The portable document format, or pdf file, is one of the staple productions of many communications professionals. Random, oneoff acts of content are not going to improve marketing performance. Pdf digital marketing and its analysis researchgate. A synthesized set of key facts and insights to inform, guide and shape the digital strategy and its key recommendations and proposed actions. Digital content goes to school survey was conducted online among both schoolbased and districtbased administrators. We explain how in our 7 step guide to content marketing guide.
Jun 25, 2016 for many organizations, a clear digital strategy and content strategy will also amplify the need for changes in culture and values as well. It sets a vision for the commission to become a digitally transformed, userfocused and datadriven. In our workshops we take organisations through a series of exercises to get them to a point where they can start working towards a good strategy. The strategy moves your content marketing forward, pushing it in the right direction. There are a variety of different types of content that you can use to reach and engage your audience, including blog content, ebooks, videos, and infographics. Written by tuck school professors and affiliated faculty and. When it comes to what we typically think of content words and pictures on a page a great content strategy helps define what media are the best to drive audience response. Today, content strategy is one of the crucial aspects of every successful site or digital marketing business.
If you understand this digital marketing strategy a. Customer insight summarised in customer personas and customer journey maps r 3. Online program in digital content strategy william allen white. This will support the significance, capacity, and impact of the. Todays real deal experts, scientists, startups are invisible online. Strategy is the key to successful content marketing. Developing a digital content marketing strategy zazzle media. Because a strong content strategy can help guide your content teams activities. The digital content strategist blends creative skills with a technology background, monitoring the bleeding edge of social media, seo development, html, web platforms, and emarketing, digital content strategists. Brand voice chart source each online marketer needs to establish their brands tone of voice they will use consistently across all marketing channels, be it email, social networks, or blog posts. Content marketing is an essential aspect of any modern digital marketing strategy. There are a variety of different types of content that you can use to reach and engage your audience, including blog content. The term has been particularly common in web development since the late 1990s.
Make sure you put all the outputs of your content strategy into the template. How do you create a great online presence that reaps real rewards for your brand. It follows from these relations that the posterior p. Developing a digital marketing strategy pdf culturehive. New zealands digital content strategy is the product of research, analysis and engagement about the things that are truly important to new zealand in the digital content space. This will be a borough that embraces the opportunities presented by digital innovation to improve lives and deliver local priorities more efficiently. A digital content strategy, much like any business plan, is a goalorientated process that assists with your overall marketing efforts. Content marketing strategy smart insights digital marketing.
For us, these are the reasons why content marketing is central to success online. Learn content strategy for professionals from northwestern university. Its compact, prints exactly as formatted, and allows for clean, multiplatform distribution. Use it as a working document, adding information as it becomes available. How to develop a kickass digital content strategy business. The template are fully customizable and ready to be deployed on your digital. The goal for brands is to further tailor their content. The next step in your digital content strategy is to develop content topics. The difference between digital strategy and content strategy. Review marketplace and set objectives there are 5 key activities to define your digital opportunity through marketplace analysis. A set of concrete, actionable deliverables x can use immediately or in the nearterm to maximize x. Cgi can help you unlock organizational value through a digital strategy and roadmap and put you. It exists in an environment that is changing so rapidly that a number of challenges identified in the draft. Six steps to a successful digital marketing strategy.
Your content strategy is one of the most important parts of your digital marketing strategy and requires a disciplined and focused approach to manage and distribute content to make the impact to achieve your goals. The engine that drives your content marketing is the digital content strategy. How to create a content strategy econtent magazine. The word ecosystem has become a popular buzz word in the worlds of business and media. At the application information screen, you will choose degree seeking or certificate. Think, share, do 5 the digital workplace framework includes four layers covering the following components. The purpose of a digital content strategy is to provide.
Strategy 1 talent leader insight consistently organize all your training content, classroom and online, into the same organizational structure so it is easy for your participants to find the content. Its a tough situation, because youve been doing content. The most successful brands in the world have developed detailed content strategies that help them inspire, entertain, and. Well written content on your website and social media pages can drive traffic to your site and help with your internet ranking. While content strategy focuses on the creation and distribution of content, digital content marketing strategy concerns itself with how a brand can use content. Content isnt just words on a page well work with you to develop a strategy for content development that includes all types of content including written, visual graphics, and video.