strategy first: look before you leap #cmworld

According to a recent poll of various web-based media producers,

content could be hotter, more social, more shareable. “While there is

certainly buzzworthy content out there, some of which is even snackable,

I do think content in general could be more relevant, more bite-size, and

make a stronger brand impression with trending keywords and a more

responsive design,” poll respondent Mark Zeligman told reporters, noting

that the last piece of content he came across was an infographic that

was neither flexible, timely, viral, nor engineered to maximize reader

engagement. “After all, can we honestly say the content that’s out there

right now is as buzzworthy and highly shareable as it could be? Does it

inform, engage, and convert? Is it digestible? Does it both increase

impressions and amplify the brand? I think you’ll find the answer is no.” At

press time, poll respondents reported that when it comes to content, you

gotta start thinking more bullet points, more lists, more visuals, more short-

form, more microcontent. – Feb 3 2014 The Onion

Strategy First: Look Before You Leap

Kristina @Halvorson #cmworld #contentstrategy

August 10, 2011

REVOLUTION!Content Marketing

Oreo’s exquisitely timed and

provocative tweet during the

Super Bowl set the benchmark for

breakthrough marketing on one of

the world’s most visible stages.

!

– Fast Company

“

November 11, 2013

ME

CONTENT MARKETING

What’s going on?

What do we sacrifice?

Content strategy

Content strategy guides

planning for the creation,

delivery, and governance

of useful, usable content.

!

“

!

Why

How

When

!

Where

Who for

With what

What next

!

What

the quad

STRATEGYSTRATEGYSTRATEGYSTRATEGYSTRATEGYSTRATEGYSTRATEGYSTRATEGYSTRATEGYSTRATEGYSTRATEGYSTRATEGYSTRATEGYSTRATEGY

STRATEGY

GOAL

TACTIC

We will become the industry leader in the

financial services arena by providing

consumers with compelling, valuable

content across all channels that deepens

the brand relationship and drives business

across all our product lines.

• Start a national hashtag campaign

• Build a cross-channel editorial

calendar

• Get CEO to start using Vine

•Train regional advisors on how to use

Facebook to promote their local office

• Launch a newsletter series targeting

affluent clients

• Write daily blog posts

!

We will become the industry leader in the

financial services arena by providing

consumers with compelling, valuable

content across all channels that deepens

the brand relationship and drives business

across all our product lines.

ANY INDUSTRY

We will grow our online customer base to

10,000 active accounts by delivering

localized digital content and improving

cross-channel messaging consistency.

!

• Start a national hashtag campaign

• Build a cross-channel editorial

calendar

• Get CEO to start using Vine

•Train regional advisors on how to use

Facebook to promote their local office

• Launch a newsletter series targeting

affluent clients

• Write daily blog posts

!

?

the quad

Will this content

motivate people

to choose us?

How will this

content appear

across channels?

Do we have the

skills, budget,

tools, and time?

Who’s in charge

of ongoing

content quality?

Strategy forces us to

prioritize

The tools have taken the

place of strategy. !

– Michael Porter

“What Is Strategy?” HBR 1996

“

Why?

We don’t know how to measure

success

108 million watched

5.1 million tweeted

15,885 retweets

6,483 favorites

20,000 likes

44,500 people “engaged”

!

0.008% of active tweeters

The aim of marketing is to know

and understand the customer so

well the product or service fits him

and sells itself. – Peter Drucker

“

isn’t advertisingThe heart of marketing

engagementreachbig datacontent…

It’s our customer.

This is our job.

Our customer doesn’t want our content.

Our customer wants our attention.

We live in a moment of history

where change is so speeded up

that we begin to see the

present only when it is already

disappearing.

!

– R.D. Laing

“

ENGAGE INSPIRE CONVERT

INNOVATE

OR DIE

CRUSH IT!

Be pragmatic!

slow down

Focus.

According to a recent poll of various web-based media producers,

content could be hotter, more social, more shareable. “While there is

certainly buzzworthy content out there, some of which is even snackable,

I do think content in general could be more relevant, more bite-size, and

make a stronger brand impression with trending keywords and a more

responsive design,” poll respondent Mark Zeligman told reporters, noting

that the last piece of content he came across was an infographic that

was neither flexible, timely, viral, nor engineered to maximize reader

engagement. “After all, can we honestly say the content that’s out there

right now is as buzzworthy and highly shareable as it could be? Does it

inform, engage, and convert? Is it digestible? Does it both increase

impressions and amplify the brand? I think you’ll find the answer is no.” At

press time, poll respondents reported that when it comes to content, you

gotta start thinking more bullet points, more lists, more visuals, more short-

form, more microcontent. – Feb 3 2014 The Onion

Inquisitiveness

Debate

Judiciousness

Accountability

Tenacity

Go forth and think.

According to a recent poll of various web-based media producers,

content could be hotter, more social, more shareable. “While there is

certainly buzzworthy content out there, some of which is even snackable,

I do think content in general could be more relevant, more bite-size, and

make a stronger brand impression with trending keywords and a more

responsive design,” poll respondent Mark Zeligman told reporters, noting

that the last piece of content he came across was an infographic that

was neither flexible, timely, viral, nor engineered to maximize reader

engagement. “After all, can we honestly say the content that’s out there

right now is as buzzworthy and highly shareable as it could be? Does it

inform, engage, and convert? Is it digestible? Does it both increase

impressions and amplify the brand? I think you’ll find the answer is no.” At

press time, poll respondents reported that when it comes to content, you

gotta start thinking more bullet points, more lists, more visuals, more short-

form, more microcontent. – Feb 3 2014 The Onion

Thank you.

Kristina @Halvorson http://braintraffic.com http://confabevents.com http://contentstrategy.com