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Hey everybody Mike Linville here from Black Dog Education to answer your
questions on web design web development and online marketing with this week's installment
boss of Office Hours. This weeks question is what is a content strategy now before we
start diving into that I think we should back up a little bit and talk a little bit about
where that came from now we are in the midst of a marketing war and the war is really between
the effectiveness of traditional or outbound marketing or inbound marketing and this probably
isn't the time to talk about the subtle nuances of what each one is suffice to say inbound
marketing is winning. A large part of this new trend of inbound marketing is using content
to try and drive traffic okay, so like any other type of marketing, content marketing
marketing needs to be strategic. If you just throw out a blog post out or you just throw
out a tweet every once in a while and you don't do it with a plan with the strategy
behind it you're not really going to get the results that you are looking for so now the
question is what is a content strategy basically a content strategy is going to help you determine
what, when, why, and how you are going to distribute information about your company
or services, brand or positioning anything that you want to put out into the web to help
separate you from your competition so what, what is it that you're going to deliver? Is
it going to be a white paper is it going to be a downloadable report, is it going to be
a Facebook update, a Twitter update, a blog post something like that what is it that you
actually want to put out into the web? When? When are you going to delivered it? Daily
or monthly or weekly which day of the week are we going to put it out on, what time of
day are we going to put it out on, because believe it or not depending upon the platform
that you choose for distribution that matters. The third thing we want to take a look at
is why? Why are you putting this information out into the web anyway. Why are you trying
to do this to build credibility are you trying to position yourself as an expert or are you
just trying to talk about your products and services. If that's what you're doing, that's
cool too, but understand why you're doing this because you're going to want to make
sure that whatever you put out there's a call to action that support your purpose or your
why and finally we want to take a look at how. How are we going to be able to put this
information out? Which platforms are you going to use. A text based blog, a video, a podcast,
how is this information going to be distributed that ultimately is going to come from market.
We need to find out who they are where are hanging out and what we really want to do
is we want to be able to engage with them where they're comfortable where they already
are so our target market is ultimately going to determine that so when we get this thing
all set up, what we have is this content strategy that really is an overall roadmap of long-term
marketing for us, at that point time you got a strategy you know what you are going to
do when you're going to do it how you do it it's just up to you to actually put feet to
the ground and do it. So that's it this is Mike Linville from Black Dog Education, I
want to say thank you for hanging out with us today. If you have any questions that you'd
like to have answered make sure that you put those out on our Facebook wall it's just Facebook.com/BlackDogEducation
and we'll go ahead and answer them in a format like this. If you like this video, make sure
that you like it, like it on Facebook subscribe to us on YouTube, share it with all your friends
do that social thing that you do we really appreciate that. Again this is Mike Linville
from Black Dog Education I wanna say thank you and we'll see you next time. }