long and short of content strategy | original version
TRANSCRIPT
Long and Short of Content Strategy | ICC 2015
The Long and Short of Content Strategy
Michelle Killebrew
Program Director Strategy
IBM Social Business
Buddy Scalera
SVP, Content Strategy
Ogilvy CommonHealth Worldwide
Long & Short of Content Strategy presentation by @MarketingBuddy & ShellKillebrew, as presented at #intelcontent. For the Annotated version visit http://www.slideshare.net/buddyscalera
About The Presentation Version
This presentation was delivered at the Intelligent Content Conference 2015 by Buddy Scalera and Michelle Killebrew
Annotated version available by Buddy Scalera at:http://www.slideshare.net/buddyscalera
Video of Buddy and Michelle presenting this deck is available at:http://www.intelligentcontentconference.com/
Buddy Scalera
Michelle Killebrew
The views expressed in this presentation by the authors do not necessarily reflect the views and position of their employers.
Presentation version of The Long and Short of Content Strategy presented at the Intelligent Content Conference in San Francisco in March, 24 2015.
Before We Get Started
Michelle Killebrew
@ShellKillebrew
www.IBM.com
Buddy Scalera
@MarketingBuddy
www.ochww.com
#IntelContent
Presented at Intelligent Content Conference 2015 in San Francisco, CA.
#Storytelling helps us engage with people in a way they can relate to.
@MarketingBuddy @ShellKillebrew
#IntelContent
Welcome to our story! Once upon a time
lived a woman named Michelle
Normal life.
Normal job.
Life, work, family.
Then One Day
She had some unexpected hair and nail growth.
M
Her User Journey Began...
Unusual Monthly Hair Growth
Lunar-Lycanthrope.com/monthly/hair_nails-growth.html
Unusual hair growth is often associated with the health condition lunar lycanthropy. There is no cure, but a healthcare professional may help you control your symptoms.
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Lets Meet Michelle
MICHELLE
Age: 37
HHI: $120K
Relationship Status: Married with 2 dogs
Education: BA
Location: San Francisco
MICHELLESTORY
I am always on the go. Work and family pressures are constantly pulling me in different direction. I travel a lot for my job, so I dont always eat right, but I do try to hit the gym. Im pretty good with my medications, but I sometimes I skip doses, especially when I know I am going to be having a few drinks. I dont smoke. I have normal seasonal allergies. Theres a family history of multiple sclerosis, stroke, and heart attack, so I see my doctor at least once per year for a normal health checkup.
DIGITAL CHANNEL USAGE
Online ShoppingNews and sportsWatches Online VideosMedical InformationPays billsIMTravelShares photosPosts commentsInvestingLooked for recipesGamesListens to Online RadioMovie listingsLooks for EmploymentINFORMATION NEEDS
Information support:
Starts every day with her news aggregators and social networks, including Facebook
Watches little television
Keeps up with career-related content through blogs and social media
Staying current:
Research updates about new and existing products
Information about healthy living
Passionate about technology
Owns one or more mHealth devices and is an Android user
COMMUNICATION CHALLENGESFOR LYCANTHRIAN
Lack of awareness among age demographic
No family history of lycanthropy
Generally asymptomatic and easy to ignore
Personas to make your target users feel real to your content strategy team.
Understand your user. Creating personas is fundamental to your content strategy.
@MarketingBuddy @ShellKillebrew
#IntelContent
Archetypical User Journey
SEEKER
ACTIVESOLUTION
CONSIDERER
EVANGELIST
Seeking new information
Seeking informating in greater depth. Think C for Comparison
Made a decision. This is your customer.
Ready to share a personal success story.
Basic user journey story explained.
Searching Dr. Google
ACTIVESOLUTION
CONSIDER
Unusual hair and nail growth
Fangs, fur, and nails
Odd hair growth
Teeth and nails growing fast
Monthly nail growth
Nails and hair in strange places
Hair on my chin each month
Monthly growth hair & nails
How much hair is too much
Nails tear through blanket
Nails like claws normal
Unusual Monthly Hair Growth
Lunar-Lycanthrope.com/monthly/hair_nails-growth.html
Unusual hair growth is often associated with the health condition lunar lycanthropy. There is no cure, but a healthcare professional may help you control your symptoms.
M
Users start on Google.
Lunar Lycanthropy (aka werewolfism)
M
Unbranded disease awareness website to educate target users based on personas and user journeys.
Lycanthrian Branded
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Move from unbranded to branded landing page to help progress the individual user journeys.
Lycanthrian Persona: Full User Journey
Key word
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SEEKER
ACTIVESOLUTION
CONSIDER
Lycanthrian Persona: Full User Journey
Hair nail growth
Key word
Key word
Key word
Key word
Key word
Covered in chicken blood
Key word
Key word
Key word
Key word
Silver jewlery burns
Key word
Eastern Europe
Key word
Howling at moon monthly
Key word
Key word
Lycan-thropy
Key word
werewolf
Key word
Doctors treat werewolf
Key word
Key word
Key word
Lycan-thropy treatmentKey word
Lycan-thrian
Key word
Lycan-thrian support
Lycanthrian suppor group
SEEKER
ACTIVESOLUTION
CONSIDER
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Key words
User Journey:Content Length, Keywords, & Opportunity
SEEKER
ACTIVESOLUTION
CONSIDER
Content
Content: Short form. 150-200 words. Focus on symptoms.
Link Strategy: More detailed information. Primarily Seeker content, but modest Considerer.
KPIs: Symptoms page, regional map
Exposure: Symptoms checklist
Engagement: Watch short video,link to next content
Key words
User Journey:Content Length, Keywords, & Opportunity
SEEKER
ACTIVESOLUTION
CONSIDER
Content
Content: Long form. 500-5,000 words. Deep, insightful information. Updated list of support programs. Condition news. Newsletter.
Link Strategy: Active content & evangelism
KPIs: Content involvement. Download medication storage guide.
Exposure: View latest data.
Engagement: Watch long video series.
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
Content
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Appetite for long-form content increases as user journey progresses.
@MarketingBuddy @ShellKillebrew
#IntelContent
You Want to Disrupt
Im where I want to be reading the content that is of interest to me.
Here. Now.
Lunar Lycanthropy
M
Banners Disrupt in a Bad Way
In this case, Im reading about something important to my health. Im reading about Lunar Lycanthropy.
And you want to disrupt me by retargeting me with ads for shoes?
Um, thats not how to use disruption. Thats just bad marketing and lazy advertising.
Go home.
Lunar Lycanthropy
M
When Banners Work
Are you promoting something thats relevant to the content Im reading?
Your banner may be disrupting in a good way.
A shoe ad on a fashion website? Sure!
A website that shares data about Lunar Lycanthropy?
If done gently and with some respect for the patient, it could work.
Lunar Lycanthropy
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Your Funnel is Broken
SEEKER
ACTIVESOLUTION
CONSIDER
99%ANNOYED
1%SERVICED
Banner Ad Budget = 100%
Your funnel is broken. Its old media.
This is OLD and no Longer Works
SEEKER
ACTIVESOLUTION
CONSIDER
99%ANNOYED
1%SERVICED
This Is WhyWe Are Blind to Banners
This is why we are blind to banner ads.
User Journeys Work
SEEKER
ACTIVESOLUTION
CONSIDER
99%ANNOYED
1%SERVICED
This Is WhyWe Are Blind to Banners
This is why user journeys succeed.
THINK about user experience. #UX
@MarketingBuddy @ShellKillebrew
#IntelContent
Social Disruption
SEEKER
ACTIVESOLUTION
CONSIDER
EVANGELIST
This is disruption.
Social is: Context + Proximity
Context
Proximity
Context plus proximity.
Social Discovery
Context
Proximity
Lycanthrians Page
Lycanthrian.com
Lycanthropos Anti-Anthropomorphium
Lycanthrian.com
Lycanthropos Anti-Anthropomorphium
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Social disruption.
Seeding Disruption:How Its Done Right
Lycanthrians Page
Lycanthrian.com
Lycanthropos Anti-Anthropomorphium
Lycanthrian.com
Lycanthropos Anti-Anthropomorphium
Halo effect. Personal brand endorsing your product
For free!
Theyre still ignoring your ads
The halo effect of social seeding and sharing.
Make it easy for your advocates to share their stories on #social.
@MarketingBuddy @ShellKillebrew
#IntelContent
SEEKER
ACTIVESOLUTION
CONSIDER
EVANGELIST
Context
Proximity
PRESEEKER
SEEKER
ACTIVESOLUTION
CONSIDER
EVANGELIST
Context
Proximity
PRESEEKER
SOCIAL
Lycanthrian.com
TLC
Banners
SEM
Sponsorships
Conferences
Google +
MoondancePharma.com
Medscape
PatientUnbranded
Banners
SEM
Sponsorships
Conferences
Lycanthrian 2013 Ogilvy CommonHealth Worldwide Graphic by Buddy Scalera & Ivan Ruiz
Complete Brand Footprintand Ecosystem for Content
Create a complete brand footprint which is an ecosystem for content.
Michelle gets help from Lycanthrian. Shares her My Moon Story on Facebook. Friend discovers she also has lunar lycanthropy.
Now they go to treatment together. Michelle no longer howls alone. Awwww.
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The end of the story.
Or(How to Use Intelligent Content to Tell Your Story)
Happily Ever After
Getting Started
Start with the Individual/Person: Develop personas
Find Out What They Need: Analyze the user journey, not just your brand ambitions
Provide Content that Reflects User Journey: Offer variable-length content depending on the stage
Build Your Content With Intelligence: Develop channel-agnostic content
Make it Easy to Evangelize: Provide easy tools for your customers to share personal experiences
Your getting started punch list.
Toolbox
Resources for Storytellers
Story by Robert McKee (yeah, its a book)
IBM White Paper: The content marketing challenge ibm.biz/contentmarketing
Toolbox for Storytellers
Technology can help address content marketing challenges. The most effective approach is to use a combination that includes:
A marketing operations system to manage the physical workflow within the organization ibm.biz/ExperienceOneSolutions
An enterprise asset content management system for the physical management, distribution and use of marketing assets ibm.biz/EnterpriseContentManagement
A third party content marketing platform that adds automation, allowing marketers to create, reuse, modify and localize content on their own, and provide the ability to deliver dynamic content ibm.biz/25ContentPlatforms
Your storytelling toolbox.
Michelle Killebrew
Program Director Strategy
IBM Social Business
@ShellKillebrew
Buddy Scalera
SVP, Content Strategy
Ogilvy CommonHealth Worldwide
@MarketingBuddy
The End of the Story? Or is it just the beginning?
Long & Short of Content Strategy
presentation by @MarketingBuddy & ShellKillebrew
as presented at #intelcontent.
For the Annotated version visit
http://www.slideshare.net/buddyscalera
Wolf Howls
Western Rivers, Inc.
Wolf Howls, track 101
1986
Other
7209.8164