Content Marketing: From business objectives to meaningful content

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Post on 06-Aug-2015

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  1. 1. From Business Objectives to Meaningful Content #SMWadvance @mettn @starby
  2. 2. @mettn @starby
  3. 3. @mettn @starby
  4. 4. @mettn @starby
  5. 5. @mettn @starby
  6. 6. @mettn @starby
  7. 7. @mettn @starby
  8. 8. Meaningful content It is: Authentic and a reflection of why the brand exists and who they are ! Addressing a need and/or solving the consumers problem ! Useful meaning it is: - Relevant - Gives information - Entertains - Adds value It is not: Interrupting ! Just about producing something that goes viral ! Generic ! Overpraising and exaggerating the brand benefits @mettn @starby
  9. 9. How? @mettn @starby
  10. 10. A 5-step process Theoretical Components Practical Components 3. Channel Strategy Planning 4. Execution 2. Content Framework 5. Governance 1. Core Strategy @mettn @starby
  11. 11. 3. Content Planning 4. Content Creation 2. Content Framework 5. Governance CORE STRATEGY ! ! Business Objectives Brand Identity & Position Marketing Strategy 1 @mettn @starby
  12. 12. Task #1 Task #2 Task #3 @mettn @starby
  13. 13. 3. Content Planning 4. Content Creation 2. Content Framework 5. Governance 2 CONTENT STRATEGY ! ! Brand Purpose & Tone of Voice Target Audience persona & journey Content sweet spot @mettn @starby
  14. 14. Buy/Experience with the brand Sharing an experience Needing/wanting something @mettn @starby
  15. 15. Narrative Audience Brand @mettn @starby
  16. 16. Content Framework Piz Buin example Strategic tasks Purpose & Belief Narrative Consumer needs Content objectives Desired response @mettn @starby Marketing strategy Insert'marke+ng'strategy' Insert'belief' Insert'purpose' Insert'narra+ve'(consumer'facing'communica+ons'idea,'not'footprint)' Insert'descrip+on'of'narra+ve' Consumer'need'#1' Consumer'need'#2' Consumer'need'#3' Insert'objec+ve'descrip+on' Insert'objec+ve'descrip+on' Insert'objec+ve'descrip+on' Insert'desired'response' Insert'desired'response' Insert'desired'response' Task'#1' Task'#2' Task'#3' Content'objec+ve'#1' Content'objec+ve'#2' Content'objec+ve'#3'
  17. 17. 3. Content Planning 4. Content Creation 2. Content Framework 5. Governance 3. Content Planning 4. Content Creation 2. Content Framework 5. Governance 3 CONTENT STRATEGY PLANNING ! ! Defining which channels our content should be in and the role of these channels @mettn @starby
  18. 18. Content Channel Strategy Role KPI Priority Content Formats Frequency @mettn @starby
  19. 19. 3. Content Planning 4. Content Creation 2. Content Framework 5. Governance EXECUTION: ! ! Executing content that is relevant according to the previously defined strategy and framework. ! ! ! 4 @mettn @starby
  20. 20. Creation Branded content across multiple platforms Partnerships Narrative Themes Channels Events @mettn @starby
  21. 21. 3. Content Planning 4. Content Creation 2. Content Framework 5. Governance GOVERNANCE ! ! Know the stakeholders ! Know the regulatory environment inside out ! Know what works 5 @mettn @starby
  22. 22. Ongoing process Core Strategy Content Framework Channel Strategy Planning Governance Execution @mettn @starby
  23. 23. Link to business objectives Create a toolkit Be engaged Key take outs: @mettn @starby
  24. 24. Thank you http://speakerscore.com/MTMD #SMWadvance @mettn @starby