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Thinking Outside TheContent Marketing

Strategy Trap

Scott AbelThe Content Wrangler

@scottabel • #cmworld

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thinking outside

strategy trapthe content marketing

#cmworldthe content wranglerscott abel

#cmworld

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I’m on Twitterlike Jesus,

@scottabel

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four thingsI’m here to share

with you

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andcontent marketingthe di!erence between

content strategy

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about youreffortscontent marketing

how to think strategically

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kick ass strategycontent marketing

case study of one company that has a

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thestrategycontent marketing

advice to help you avoid

trap

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wherestart?do we

!rst things !rst...

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establishingvocabularya common

it’s always best to start by

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whatmeanscontent marketing

by now, we all know

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but, justlet’s reviewin case,

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Content marketing is the creation and distribution of relevant, valuable content...

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...content designed to attract, acquire, and engage a clearly de!ned and understood audience...

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...with the objective of driving pro!table customer interaction...

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creation,relevantdistribution,

did you notice the presence of these words...

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attract, engage

definedvaluable, profitable,

and the presence of these words...

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style guide,inbound, SEOtweet, voice, tone,

did you notice the absence of these words?

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branding,social mediacost per ‘like’, clicks,

did you notice the absence of these words?

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storytelling,buzz, channelPR, engagement,

did you notice the absence of these words?

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planning,

schedulingrevenue, metrics,

to be sure, content marketing is about

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audience,distributionengagement,

as well as...

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contentmarketingstrategy and content

but, there is some confusion between...

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words thatnearly the samemean exactly or

these two terms are often treated as synonyms

as other words

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confusion is often introduced by our peers

marketingand strategy

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synonymsnot even closethey aren’t,

being inexact does not help us make the case

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people heardisengagethem, and they

when words are misused, they lose meaning

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so, what doesmean?content strategy

de"nitions are important

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what is thestrategy?definition of

let’s take a look at the "rst word

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strategy isfutureabout shaping the

simply put

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what to do now

laterto get what you want

strategy helps you !gure out

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strategy iscompetitionabout outthinking the

strategy isn’t just about planning

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strategy ispossiblethe art of the

strategy is about decisions

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to do thingsimpossible todayin the future that are

strategy is about using what is possible now

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don’t takejust plannerstime to think are

strategists who

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vision,adaptingplanning,

strategy is about

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reacting tosituationsreal-world

strategy is about adaptation, being #exible

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so, what doesmean?content strategy

de"nitions are important

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Michael Brenner, SAP says

content strategy is having the content your audience needs...delivered in all the places they go

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content strategy is a repeatable systemthat governs the management ofcontent throughoutthe entire contentlifecycle

leverage your

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achieve goalsbusiness assets to

a content strategy spells out how you plan to

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what dodo?content strategists

do you know...

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Content strategists manage the cost of value. They are business consultants who deal with content.

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authoring,

deliverymanagement, and

content strategists are concerned with

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planning,

processgovernance, change,

content strategists are involved in

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measuring,

influencingcommunicating,

content strategists are responsible for

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reduce wasted

in processeffort, guide changes

content strategists are often challenged to

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internalexternal

their audiences are

more often than

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everything they do...

mustto valuetrack back

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Content strategists rely on mathematics to make the business case for changes that create value.

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kick ass strategycontent marketing

case study of one company that has a

iFixit.com Case Study

iFixit.com: Challenge/Opportunityto become the largest third-party seller of Apple replacement parts

millions of potential customers in the US alone

iFixit.com Strategy: First Step

become a products and parts distributor

identify manufacturers to provide products

iFixit.com Strategy: Second Step

put it on the web and sell world wide

set up an online catalog of replacement parts

iFixit.com Strategy: Third Step

lather, rinse, repeat...

make sales, earn tremendous pro"t

iFixit.com Strategy: Results not the results they had hoped for

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iFixit.com: First Lesson Learned“build it and they will come” (and buy) isn’t an eCommerce strategy, it’s a movie theme

iFixit.com: Second Lesson Learned

content provided by parts manufacturers is often of *questionable quality*

iFixit.com: Third Lesson Learnedconsistent, high quality content requires a standardized, repeatable structure

too much creativity and freedom is a bad thing

iFixit.com: Fourth Lesson Learned

big images accompanied by a little text often communicates better than many words accompanied by a few pictures

images help consumers believe they can “"t it” without messing things up

iFixit.com: Fourth Lesson LearnediFixit.com: Fifth Lesson Learned

in a mobile, global world, old approaches no longer su$ce

pdf is not the answer

Content Marketing Strategy: First Stepsre-imagine the service repair manual as a high quality, media-rich, socially-enabled, mobile-device-friendly, eCommerce platform and community

adopt a formal mobile-focused , content strategy

recognize role as publisher

Content Marketing Strategy: Second Steps

recognize the need for authoring environment that supports the separation of content from its formatting information

create multi-channel, device- and platform-agnostic content

Content Marketing Strategy: Third Steps

create an easy-to-use standard designed to support the needs of readers and make content available on mobile devices of all types, including ones not yet envisioned

enlist the help of publishers that “get it”

Content Marketing Strategy: Fourth Steps

allow both writers and community members to create repair manuals

build a community-based software platform

Content Marketing Strategy: Fifth Stepsleverage keyword-rich content to drive tra$c and generate sales of repair tools and replacement parts

The Result

iFixit.com Results: Google Juicethe site is most popular non-Apple site

users often discover iFixit.com via search

iFixit.com: Paradigm shiftdominant image plus minimal text

iFixit.com: Multiple outputsprovide various viewing options

iFixit.com: Multiple outputsif you require a pdf, you can have one

iFixit.com: Multiple outputsembed code provided for social & blogs

iFixit.com: Multiple outputscontent is marked up in oManual xml

iFixit.com: Multiple devicescontent is dynamic published to mobile devices; updated automatically

iPhone, iPad, iPod Touch, Android

content is ‘future-proofed’

iFixit.com: Questions/Answerscommunity / collaboration / co-authoring

iFixit.com: Patrolusers edit and monitor content

iFixit.com: Badgesawards, points, deputizing

iFixit.com: Usersuser community, ratings

iFixit.com: Teamsforming groups, consulting "rms, niche communities

iFixit.com: Contributeusers encouraged to contribute / form-based entry

iFixit.com: Contributebehind the form: oManual xml standard

iFixit.com: eCommercethey sell tools and parts to pay for it!

Next steps: Adapting Content Strategyprofessional / crowd-sourced translation

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relevant keywords +rich media + simpleinstructions + socialsharing = sales

iFixit content marketing strategy

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recommended resources to get you started

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recommended resources to get you farther

managingenterprisecontent.com

#cmworldthe content wrangler

scott abel @scottabel www.thecontentwrangler.com

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thinking outside

strategy trapthe content marketing

#cmworld

Thinking Outside TheContent Marketing

Strategy Trap

Scott AbelThe Content Wrangler

@scottabel • #cmworld