bring sexy back to your content -...

Hannon Hill Presents

Bring Sexy Back to Your Content-

Content Strategy and Content Marketing

with

Ahava Leibtag

Host: Holly Wright, Marketing Manager

@ahaval #HHcontent 1

Ahava Leibtag Founder and President,

Aha Media Group

Author of The Digital Crown:

Winning at Content on the Web

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Bring Sexy Back to your

Content

Ahava Leibtag

President

Aha Media Group

www.ahamediagroup.com

@ahaval #HHcontent 3

@ahavaL #hhcontent

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Every minute…

• YouTube users upload 48 hours of

video

• Facebook users share 684,478 pieces

of content

• Instagram users share 3,600 new

photos

• Tumblr sees 27,778 new posts published

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Demanding?

The average brand organization is

responsible for the content demands of

178 social media properties, plus

websites, blogs and live events.

--The Altimeter Group (2013)

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Impossible?

The average American is bombarded by

5,000 messages a day.

--The New York Times (1988)

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Who are they?

• 52% of US laptop owners also have a

smartphone

• 31% of US smartphone owners have a

tablet

• 13% of Americans own a laptop, tablet

and smartphone

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To build an audience of

50 million

58 years

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To build an audience of

50 million

58 years

14 years

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To build an audience of

50 million

58 years

14 years

4 years

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To build an audience of

50 million

58 years

14 years

4 years

3.6 years

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To build an audience of

50 million

58 years

14 years

4 years

3.6 years

80

Source: ComScore @ahaval #HHcontent 13

How do you create great

content?

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Today

• Get organizational buy-in

• How to write relevant and compelling

content for your audience

• Identify your organization’s voice and

tone

• Strategic editorial planning

• Develop internal workflow for content

creation

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GET ORGANIZATIONAL BUY-IN

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Explain content

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Content is a conversation.

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CONTENT IS THE

CONVERSATION THAT FUELS

THE SALES PROCESS.

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Content strategy answers:

• To whom are you talking?

• Who are you?

• What are you trying to say?

• When do you say it?

• Where do you say it?

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CONTENT REVEALS TO

THE WORLD WHO WE

ARE.

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Content Strategy Answers

Questions

• To whom are you talking?

• Who are you?

• What are you trying to say?

• How do you say it?

• When & where do you say it?

Tools

• Personas

• Identity Pillars

• Messaging Architecture

• Voice and Tone

• Editorial Calendar

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HOW TO CREATE RELEVANT

CONTENT FOR YOUR BRAND

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Content Creation Basics

1. Who are they?

2. What do they care about?

3. What are their pain points?

4. Map their journey

5. Give them answers

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Who are they?

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What do they are about?

• Customer research

• Interactive Data

• Ethnographic Studies

• Listen on Social Media

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What are their pain points?

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Map Their Journey

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Give them answers

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IDENTIFY VOICE AND TONE

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Come here right now.

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Define Voice

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Voice

We are:

sophisticated innovative academic

friendly fun important smart innovative

funny hipster sarcastic sympathetic

empathetic awesome helpful

convenient

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Voice

We are:

sophisticated innovative academic

friendly fun important smart innovative

funny hipster sarcastic sympathetic

empathetic awesome helpful

convenient

@ahaval #HHcontent 41

Voice

We are:

sophisticated innovative academic

friendly fun important smart innovative

funny hipster sarcastic sympathetic

empathetic awesome helpful

convenient

@ahaval #HHcontent 42

Voice

We are:

sophisticated innovative academic

friendly fun important smart innovative

funny hipster sarcastic sympathetic

empathetic awesome helpful

convenient

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Define Tone

Yes: Sound like <example>

No!: Sounds like <example>

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STRATEGIC EDITORIAL

PLANNING

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Content strategy also:

• Internally who is responsible for all the

different phases of content? • Plan

• Create

• Publish

• Distribute

• Analyze or Measure

• Govern

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WHEN and WHERE are you

saying it?

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DEVELOP INTERNAL WORKFLOW

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Why is workflow so hard?

• Information flow

• Misplaced talent

• Lack of guidance and clear models

• Lack of training

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FOCUS ON THE ROLES.

NOT THE PEOPLE.

NOT THE TALENT.

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Requesters

Providers

Creators

Reviewers

Approvers

Publishers

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Writer

Email web producer

(bulids it and puts in alt tags)

Writer

(looks at it in staging for QA)

Publisher

Writer/Project Manager

Program Director and Interviewees

(for comments)

Project Manager

(collates comments)

Publisher

Extensive changes

Go back?

Non-extensive changes

Push to go live

Announce to reviewing staff

Chooses photos

Map…

1. Current workflow

2. Write up or use current job

descriptions

3. Rearrange workflow to be

appropriate for the end content

product

4. Rewrite job descriptions

5. Examine who is in those roles

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In Summary

Today • Get organizational buy-

in

• How to write relevant and compelling content for your audience

• Identify your organization’s voice and tone

• Strategic editorial planning

• Develop internal workflow for content creation

Answers

• Sell the promise of

sustained conversation

• Ask yourself the top 100

questions

• Voice and tone sort

• Editorial calendar

planning

• Put the right talent in

the right roles

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Who said?

“Getting an audience is hard. Sustaining

an audience is hard. It demands a

consistency of thought, of purpose, and

of action over a long period of time.”

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Questions?

Ahava Leibtag

Aha Media Group, LLC

ahava@ahamediagroup.com

@ahavaL @

ahavaleibtag

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THANK YOU!

Hannon Hill

www.hannonhill.com

Email:info@hannonhill.com

Phone: 678-904-6900

Tweet us @hannon_hill

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