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Want a killer content strategy? Top 10 tips from ad:tech 2013
Eager marketers crammed into the Content & Creative stream’s first and extremely popular panel discussion at the 2nd day of ad:tech Sydney. So why did entry to this session resemble the Myer Boxing Day sale? Because each of us wanted to hear expert tips on developing a killer content strategy, hoping to better engage our target audiences via the medium of the moment, content.
From the wealth of information shared by the three panel members, BlueChip’s team brought home ten tips:
- Don’t reinvent the wheel. Start with a content audit, beginning with your (probably content rich) existing website.
- Decide how you’ll speak. Assess your content qualitatively as well as quantitatively for tone of voice, areas of expertise and how you differ from competitors.
- Merge business goals with user needs. Ask yourself if the audience really wants to hear about your product or brand – it would most likely prefer some informative unbranded information.
- Ensure your focus is narrow. Have a single minded point of view on each topic and don’t try to be all things to all people.
- Know when to chat. Tone of voice can change between different channels – website is corporate, Twitter & Facebook are social, therefore more predisposed to chatty.
- De-mystify don’t bamboozle. Don’t overestimate the literacy or depth of expertise of your audience – engage them with simple language.
- Understand your resourcing needs. Writing & editing, and technical & analytical abilities are very different skill sets. You may need to hire two people to maximise your content strategy.
- Consider Gen Y an essential part of your team: it’s the generation that’s grown up using social media to stay on top of trends, source and share news, and has the confidence to produce content.
- Get a budget! Is content valued within your organisation? Kick off a project with a quick win that demonstrates ROI to get management buy-in and dollars.
- Maintain fluidity. Conversations change daily in the online world, just as they do offline, and rarely according to your schedule. If you want to stay connected to your audience, your strategy must be adaptable.
For more tips from ad:tech Sydney, follow @SophieHA_Aus on Twitter.
