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
