content marketing - aligning goals & effort for maximum efficacy

Digital Content Strategy

b y N i c h o l a S t o t t

Aligning Goals with Effort

t h e m e d i a f l o w @ N i c h o l a S t o t t

t h e m e d i a f l o w

Why do brands communicate?

Content Mix

Customer U s e r g u i d e s , A f t e r c a r e

Decision

Intent

Consideration

Discoverer Social, attraction, QI

Awareness

Why do brands communicate?

S E L L

with sales as goal and content

as tool our output is hollow

What We make… we sell… we do… we service… we structure… we design…

H o w U S P s , s p e c i a l i s a t i o n , d e s i g n -a t -c e n t r e , i n v e s t i n p e o p l e , o u t s o u r c e p r o d u c t i o n /m i n i m i s e c o s t s

t r a d i t i o n a l m a r k e t i n g a p p r o a c h …

…m o t i v a t e d b y r e s u l t (s a l e s )

“…i f w e ’r e s t a r t i n g w i t h t h e w r o n g q u e s t i o n s , i f w e d o n ’t u n d e r s t a n d t h e c a u s e , t h e n e v e n t h e r i g h t a n s w e r s w i l l a l w a y s s t e e r u s w r o n g … I n d i v i d u a l s a n d o r g a n i s a t i o n s t h a t n a t u r a l l y e m b o d y t h i s p a t t e r n … a r e t h e o n e s t h a t s t a r t w i t h W h y .”

S i m o n S i n e k s ’ “ G o l d e n C i r c l e ” a p p r o a c h …

W H Y

HOW

W H A T

F u r t h e r R e a d i n g : h t t p s ://w w w .s t a r t w i t h w h y .c o m /d e f a u l t .a s p x

Purchase decisions, brand associations, and allegiances are driven by emotion and feeling. Not that we would care to admit.

W h a t ? : W e s e l l e n e r g y d r i n k s

H o w ? : W e p u b l i s h a n a m a z i n g a m o u n t o f c o n t e n t a r o u n d e x t r e m e s p o r t s , i n c l u d i n g a n a i r r a c e i n M a l a y s i a , p l u s m o t o r s p o r t s , s n o w b o a r d i n g , c l i f f d i v i n g . O h a n d w e o n c e g o t t h i s g u y t o j u m p f r o m s p a c e a n d f r e e f a l l t o e a r t h …

t h e m e d i a f l o w

WHY

Process

Resource

Assets

E x c e p t i o n a l

1 . D e f i n e w h y …

• P a s s i o n /m i s s i o n s t a t e m e n t • P h i l o s o p h y • W h a t d r i v e s y o u r o r g a n i s a t i o n ?

2 . R e s o u r c e s …

• C r e a t o r s • S t a k e h o l d e r s • B e l i e v e r s

3 . P r o c e s s …

• C h a n g e l e a d e r s • S h a r e d m e m o r a b l e e x p e r i e n c e

4 . A s s e t s …

• B r a n d g u i d e l i n e s • S h o w -r e e l • P o s t e r s • C a p a b i l i t y s t a t e m e n t

Put WHY central to your content, wherever it is, for maximum impact and efficacy.

A w a r e n e s s D e c i s i o n

A p p l i c a t i o n

T a b l e t

D e s k t o p

M o b i l e

S o c i a l

R e f e r r a l

E m a i l

P a i d S e a r c h

O r g S e a r c h

D i r e c t

Purchase

1 . D e f i n e w h y …

• P a s s i o n /m i s s i o n s t a t e m e n t • P h i l o s o p h y • W h a t d r i v e s y o u r o r g a n i s a t i o n ?

2 . R e s o u r c e s …

• W r i t e r s • D e s i g n e r s • P l a n n e r s & S t r a t e g i s t s • S o c i a l m e d i a & P R • P r o d u c t i o n

3 . P r o c e s s …

• C h a n g e l e a d e r s • P e e r r e v i e w • W H Y c h e c k l i s t

4 . A s s e t s …

• B r a n d g u i d e l i n e s • A s s e t r e p o s i t o r y • I m a g e r u l e s , s t a t e m e n t b l o c k s ,

r e i n f o r c e d l a n g u a g e

Believe obsessive attention to technical detail drives gain

Everybody creates, everybody has an hour a day exploring online

Process

2834 landing page entries

100+ tweets/RTs about the content

4 8 O r i g i n a l t w i t t e r s h a r e s f r o m l a n d i n g p a g e

1241 downloads

T r a c k S o u r c e M u l t i -c h a n n e l F u n n e l s

A t t r i b u t i o n M o d e l s

M e a s u r e

I t e r a t e

THANKS F O R L I S T E N I N G

Tel: +4 4 (0 )1 2 5 6 3 8 4 8 9 4 E-mail: n i c h o l a .s t o t t @ t h e m e d i a f l o w .c o m Twitter: @ N i c h o l a S t o t t Web: w w w .t h e m e d i a f l o w .c o m