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Content Strategy презентация
Содержание
- 1. Content Strategy
- 2. Content Strategy What is your brand’s narrative?
- 3. Content Strategy—Development Customers Competitors Collaborators Company Context
- 4. Content Strategy—Management Sustainable over time Unique content
- 5. Content Calendar Ensure that all channels are
- 6. Content Calendar—Example Source: HootSuite
- 7. Case Study: UC Berkeley
- 8. Case Study: UC Berkeley P1 Brand Prestigious,
- 9. Case Study: UC Berkeley P2 Marketing Objectives
- 10. Case Study: UC Berkeley P3 What is
- 11. Takeaways Content strategy is the heart of
Content Strategy What is your brand’s narrative? Heart of social media marketing Alignment, alignment, alignment Corporate Branding Business Objectives Marketing Objectives Situation Analysis
Слайд 2Content Strategy
What is your brand’s narrative?
Heart of social media marketing
Alignment,
alignment, alignment
Corporate Branding
Business Objectives
Marketing Objectives
Situation Analysis
Corporate Branding
Business Objectives
Marketing Objectives
Situation Analysis
Слайд 4Content Strategy—Management
Sustainable over time
Unique content for each platform
Alignment with corporate and
marketing strategy
Integrated Marketing Communication (IMC)
Consistent tone and branding across all platforms
Timeliness is key—hint: #trending
Integrated Marketing Communication (IMC)
Consistent tone and branding across all platforms
Timeliness is key—hint: #trending
Слайд 5Content Calendar
Ensure that all channels are updated routinely
Enable multiple members and
editors to work together
Avoid scheduling conflict and content overlap
Address marketing and business objectives
Avoid scheduling conflict and content overlap
Address marketing and business objectives
Слайд 8Case Study: UC Berkeley P1
Brand
Prestigious, #1 Public University, Top Faculty
Diverse, quirky,
lots of studying (of course!)
Corporate Objectives
Tell the “Berkeley story”
Promote “Reaching further”
Increase reputation, admissions, selectivity
Increase interested students and applications
Corporate Objectives
Tell the “Berkeley story”
Promote “Reaching further”
Increase reputation, admissions, selectivity
Increase interested students and applications
Слайд 9Case Study: UC Berkeley P2
Marketing Objectives
Acquire new followers
Retrain and engage existing
followers
Tell the “Berkeley Story”
Communication pipeline to students
Promote student UGC
5C’s
Customers: Current, Prospective, Alumni, Parents
Collaborators: Admissions, Student Orgs, External, Administration
Competitors: Harvard, Stanford, UCLA, UCI
Company: Social Media Strategist and Consultants, Public Affairs
Context: More students are on social media now than in the past
Tell the “Berkeley Story”
Communication pipeline to students
Promote student UGC
5C’s
Customers: Current, Prospective, Alumni, Parents
Collaborators: Admissions, Student Orgs, External, Administration
Competitors: Harvard, Stanford, UCLA, UCI
Company: Social Media Strategist and Consultants, Public Affairs
Context: More students are on social media now than in the past
Слайд 10Case Study: UC Berkeley P3
What is their content strategy?
Showcase campus diversity
Showcase
Berkeley quirkiness
Showcase pride and ranking
Communication from administration
Showcase pride and ranking
Communication from administration
Слайд 11Takeaways
Content strategy is the heart of social media marketing
Consistency, sustainability, and
alignment are important
Marketing frameworks can also be applied to social media marketing:
5C’s of Marketing Strategy
AIDA: Attention, Interest, Demand, Action
SWOT Analysis: Strengths, Weaknesses, Opportunities, Threats
Food for thought on case study…
Harvard / Stanford content strategy vs. UC Berkeley?
Marketing frameworks can also be applied to social media marketing:
5C’s of Marketing Strategy
AIDA: Attention, Interest, Demand, Action
SWOT Analysis: Strengths, Weaknesses, Opportunities, Threats
Food for thought on case study…
Harvard / Stanford content strategy vs. UC Berkeley?
