where content strategy meets content marketing
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© 2015 Rahel Anne Bailie. All rights reserved.rahelab
Where Content Strategy Meets Content Marketing
Marriage Material? Or Passing Fancy?
© 2015 Rahel Anne Bailie. All rights reserved.rahelab
SNAPSHOTChief Knowledge Officer, ScrollClients include Fortune 500 and FTSE 100 companies and government bodies
DELIVERINGDiscovery: ways to strategically leverage content as a business assetDiagnosis: how to increase the ROI of contentDevelopment: content ecosystems and roadmaps
BACKGROUNDFounder, IntentionalDesign.caOver 20 years of experience, consulting on content and digital strategyFellow: Society for Technical CommunicationCo-author: Content Strategy: Connecting the dots between business, brand, and benefitsCo-editor: The Language of Content StrategyCo-producer: Content Strategy Workshops and Content, SeriouslyRAHEL ANNE BAILIE
© 2015 Rahel Anne Bailie. All rights reserved.rahelab © 2015 Rahel Anne Bailie. All rights reserved.
SEX SELLS,
POWER ATTRACTS
(a driving metaphor)
© 2015 Rahel Anne Bailie. All rights reserved.rahelab © 2015 Rahel Anne Bailie. All rights reserved.
CARS ARE SEXY
© 2015 Rahel Anne Bailie. All rights reserved.rahelab
© 2015 Rahel Anne Bailie. All rights reserved.rahelab
© 2015 Rahel Anne Bailie. All rights reserved.rahelab © 2015 Rahel Anne Bailie. All rights reserved.
ENGINES AREN’T SEXY
© 2015 Rahel Anne Bailie. All rights reserved.rahelab
© 2015 Rahel Anne Bailie. All rights reserved.rahelab © 2015 Rahel Anne Bailie. All rights reserved.
CONTENT MARKETING
IS NOT
CONTENT STRATEGY
© 2015 Rahel Anne Bailie. All rights reserved.rahelab © 2015 Rahel Anne Bailie. All rights reserved.rahelab
Content Marketing
… a strategic marketing technique of creating and distributing valuable, relevant, and consistent content to attract and acquire a clearly defined audience, with the objective of driving profitable customer action. The purpose is to attract and retain customers by creating and curating relevant and valuable content with the intention of changing or enhancing consumer behaviour. It is an ongoing process best integrated into an overall marketing strategy, on focuses on owning media, not renting it.
© 2015 Rahel Anne Bailie. All rights reserved.rahelab © 2015 Rahel Anne Bailie. All rights reserved.rahelab
Content Marketing
… a strategic marketing technique of creating and distributing valuable, relevant, and consistent content to attract and acquire a clearly defined audience, with the objective of driving profitable customer action. The purpose is to attract and retain customers by creating and curating relevant and valuable content with the intention of changing or enhancing consumer behaviour. It is an ongoing process best integrated into an overall marketing strategy, on focuses on owning media, not renting it.
Traditional marketing and advertising is telling the world you’re a rock star.
Content Marketing is showing the world that you are one.
© 2015 Rahel Anne Bailie. All rights reserved.rahelab © 2015 Rahel Anne Bailie. All rights reserved.rahelab
Content Strategy
… developing a repeatable system that governs the management of content throughout the entire content lifecycle, so that the organization’s vision can be implemented in an integrated way, to meet business goals and project objectives. The purpose is to develop an implementation roadmap that takes into account product, customer, and content lifecycles, specific to an organization’s needs, so that the content can be delivered with an omnichannel view, to meet business goals.
© 2015 Rahel Anne Bailie. All rights reserved.rahelab © 2015 Rahel Anne Bailie. All rights reserved.rahelab
Content Strategy
… developing a repeatable system that governs the management of content throughout the entire content lifecycle, so that the organization’s vision can be implemented in an integrated way, to meet business goals and project objectives. The purpose is to develop an implementation roadmap that takes into account product, customer, and content lifecycles, specific to an organization’s needs, so that the content can be delivered with an omnichannel view, to meet business goals.
Traditionally, content has been about what readers can see on a page or on screen.
Content Strategy is about content power under the hood.
© 2015 Rahel Anne Bailie. All rights reserved.rahelab © 2015 Rahel Anne Bailie. All rights reserved.rahelab
Interdependency
The two areas are
dependent on one
another to make it
work.
© 2015 Rahel Anne Bailie. All rights reserved.rahelab © 2015 Rahel Anne Bailie. All rights reserved.
DOES THIS SOUND LIKE
MARRIGE MATERIAL OR…
© 2015 Rahel Anne Bailie. All rights reserved.rahelab
© 2015 Rahel Anne Bailie. All rights reserved.rahelab © 2015 Rahel Anne Bailie. All rights reserved.
WHAT MAKES FOR A
SUCCESSFUL
[ANY KIND OF]
STRATEGY?
© 2015 Rahel Anne Bailie. All rights reserved.rahelab © 2015 Rahel Anne Bailie. All rights reserved.rahelab
Successful marketing strategy
Develop a strategy.
Think holistically.
Document it.
Stick to the plan.
© 2015 Rahel Anne Bailie. All rights reserved.rahelab © 2015 Rahel Anne Bailie. All rights reserved.
AH! … EASIER
SAID THAN DONE
© 2015 Rahel Anne Bailie. All rights reserved.rahelab © 2015 Rahel Anne Bailie. All rights reserved.
WHAT MAKES A
CONTENT MARKETING
STRATEGY
© 2015 Rahel Anne Bailie. All rights reserved.rahelab
Focuses on messaging
INFO-BASED MESSAGING TELLS AN AUDIENCE:I HAVE THESE THINGS TO SAY. COME LISTEN TO ME.
RESOURCE-BASED MESSAGING APPEALS TO AN AUDIENCE:WE UNDERSTAND YOU HAVE THESE ISSUES; LET US HELP YOU SOLVE THEM.
- Joe Pullizzi, CEO, Content Marketing Institute
© 2015 Rahel Anne Bailie. All rights reserved.rahelab © 2015 Rahel Anne Bailie. All rights reserved.rahelab
Content marketing principles
• Have clearly defined objectives
• Understand your target audiences
• Know how and when to engage audiences
• Optimize for channels and conversion
• Plan your processes and resources
• Create conversations, listen and respond
• Develop meaningful measurement processes
© 2015 Rahel Anne Bailie. All rights reserved.rahelab © 2015 Rahel Anne Bailie. All rights reserved.
WHAT MAKES A
CONTENT STRATEGY
© 2015 Rahel Anne Bailie. All rights reserved.rahelab © 2015 Rahel Anne Bailie. All rights reserved.rahelab
Successful content strategy
© 2015 Rahel Anne Bailie. All rights reserved.rahelab © 2015 Rahel Anne Bailie. All rights reserved.rahelab
Customer lifecycle questions
What content does the audience need during
their customer journey:
• At the research phase?
• At the validation phase?
• Just before purchase?
• Right after purchase?
• When they have a post-purchase problem?
• When it's time to buy again?
© 2015 Rahel Anne Bailie. All rights reserved.rahelab © 2015 Rahel Anne Bailie. All rights reserved.rahelab
Product lifecycle questions
What content does the audience need at each
phase of the product lifecycle to feel enough
trust to proceed?
• When products are in development?
• When are they being introduced?
• When products are actively promoted?
• When they are being phased out?
• Once a product is obsolete?
© 2015 Rahel Anne Bailie. All rights reserved.rahelab © 2015 Rahel Anne Bailie. All rights reserved.rahelab
Content lifecycle questions (1 of 2)
• Where will you get the content from?
• How can the content be managed to “speak
with one voice?”
• What are the multiple channels into which you
need to publish?
• How can you manage the content throughout
many versions and iterations?
© 2015 Rahel Anne Bailie. All rights reserved.rahelab © 2015 Rahel Anne Bailie. All rights reserved.rahelab
Content lifecycle questions (2 of 2)
• How will you configure the content so you can re-
use and repurpose it for specific audiences?
• What standards should the content use to be
published and maintained efficiently?
• How can this be automated to save time, errors
and rework?
• What elements should go into a content
ecosystem to be able to process content
efficiently?
© 2015 Rahel Anne Bailie. All rights reserved.rahelab © 2015 Rahel Anne Bailie. All rights reserved.
MARRIAGE OR A
ONE-NIGHT STAND?
© 2015 Rahel Anne Bailie. All rights reserved.rahelab © 2015 Rahel Anne Bailie. All rights reserved.rahelab
Benefits of a strategic partnership
• Do more communicating with less content
• Reduce, re-use, recycle with a content strategy
• Deliver messages with more efficiency
• Use single-sourcing techniques to meet demands
• Strength in different skill sets
• Understanding of various aspects of content:
editorial, social, technical
© 2015 Rahel Anne Bailie. All rights reserved.rahelab
Example: Reduce, re-use, recycle …
© 2015 Rahel Anne Bailie. All rights reserved.rahelab
…to upsell and cross-sell in desired channels
© 2015 Rahel Anne Bailie. All rights reserved.rahelab
Barclay’s Bank issued a new card
…with a defunct number.
Right number (fixed)
Wrong number (not fixed)
Example: Single-sourcing strategy could have helped
© 2015 Rahel Anne Bailie. All rights reserved.rahelab
Example: Do multichannel publishing
SOURCE
Web
Tablet
Mobile
Knowledge base
Partner sites
Kiosks
Software
Wearables
© 2015 Rahel Anne Bailie. All rights reserved.rahelab
Example: Deliver on omnichannel(image: Kevin Nichols)
© 2015 Rahel Anne Bailie. All rights reserved.rahelab
Example: Content findability on-site or through search engines
© 2015 Rahel Anne Bailie. All rights reserved.rahelab
Example: Deliver personalized content
SOURCE
Language
Geographic market
Market segment
Product version
Product variant
Customer role
© 2015 Rahel Anne Bailie. All rights reserved.rahelab © 2015 Rahel Anne Bailie. All rights reserved.
YOU DECIDE:
MARRIAGE OR
PASSING FANCY?
© 2015 Rahel Anne Bailie. All rights reserved.rahelab © 2015 Rahel Anne Bailie. All rights reserved.
Content Maturity Modelhttp://intentionaldesign.ca/2011/11/14/time-for-a-maturity-model-for-content-strategy/
Digital Maturity Modelhttp://www.digitalstrategyconference.com/blog/tag/digital-maturity/
© 2015 Rahel Anne Bailie. All rights reserved.rahelab
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By telephone:
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Twitter: @rahelab
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