strategy first: look before you leap #cmworld

Download Strategy First: Look Before You Leap #cmworld

Post on 19-Jan-2015

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The lure of content marketing is strongwhen every marketing expert is telling you to do it, why think twice? Problem is, content marketing is time-consuming, can be really expensive, and is often difficult to get right. With a little bit of careful planning, you can make smart decisions about what activities make the most sense for you and your business.

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  • 1. According to a recent poll of various web-based media producers,content could be hotter, more social, more shareable. While there iscertainly buzzworthy content out there, some of which is even snackable,I do make Strategy think content in general could a stronger brand impression First:be more relevant, more bite-size, andwith trending keywords and a moreresponsive Look design, Before poll respondent Mark You Zeligman told Leapreporters, notingthat the last piece of content he came across was an infographic thatwas neither flexible, timely, viral, nor engineered to maximize readerengagement. After all, can we honestly say the content thats out thereright now is as buzzworthy and highly shareable as it could be? Does itinform, Kristina engage, @Halvorsonand convert? Is it digestible? Does it both increaseimpressions #cmworld and amplify #contentstrategythe brand? I think youll find the answer is no. Atpress time, poll respondents reported that when it comes to content, yougotta start thinking more bullet points, more lists, more visuals, more short-form,more microcontent. Feb 3 2014 The Onion

2. August 10, 2011 3. Content MarketingREVOLUTION! 4. Oreos exquisitely timed andprovocative tweet during theSuper Bowl set the benchmark forbreakthrough marketing on one ofthe worlds most visible stages.! Fast Company 5. November 11, 2013 6. MECONTENT MARKETING 7. Whats going on? 8. What do wesacrifice? 9. Content strategy 10. Content strategy guidesplanning for the creation,delivery, and governanceof useful, usable content.! 11. !WhyHowWhen!WhereWho forWith whatWhat next!What 12. the quad 13. STRATEGY 14. STRATEGYGOALTACTIC 15. We will become the industry leader in thefinancial services arena by providingconsumers with compelling, valuablecontent across all channels that deepensthe brand relationship and drives businessacross all our product lines. 16. Start a national hashtag campaign Build a cross-channel editorialcalendar Get CEO to start using VineTrain regional advisors on how to useFacebook to promote their local office Launch a newsletter series targetingaffluent clients Write daily blog posts! 17. We will become the industry leader in thefinancial ANY INDUSTRYservices arena by providingconsumers with compelling, valuablecontent across all channels that deepensthe brand relationship and drives businessacross all our product lines. 18. We will grow our online customer base to10,000 active accounts by deliveringlocalized digital content and improvingcross-channel messaging consistency.! 19. Start a national hashtag campaign Build a cross-channel editorialcalendar Get CEO to start using VineTrain regional advisors on how to useFacebook to promote their local office Launch a newsletter series targetingaffluent clients Write daily blog posts?! 20. the quadWill this contentmotivate peopleto choose us?How will thiscontent appearacross channels?Do we have theskills, budget,tools, and time?Whos in chargeof ongoingcontent quality? 21. Strategy forces us toprioritize 22. The tools have taken theplace of strategy.! Michael PorterWhat Is Strategy? HBR 1996 23. Why? 24. We dont knowhow to measure success 25. 108 million watched5.1 million tweeted 26. 15,885 retweets6,483 favorites20,000 likes 27. 44,500people engaged! 28. 0.008%of active tweeters 29. The aim of marketing is to knowand understand the customer sowell the product or service fits himand sells itself. Peter Drucker 30. The heart of marketingisnt advertisingrcebeoniagngc tadheganettament 31. Its our customer. 32. This is our job. 33. Our customerdoesnt wantour content. 34. Our customer wantsour attention. 35. We live in a moment of historywhere change is so speeded upthat we begin to see thepresent only when it is alreadydisappearing.! R.D. Laing 36. ENGAGEINSPIRECONVERT 37. INNOVATEOR DIE 38. CRUSH IT! 39. Be pragmatic! 40. slowdown 41. Focus. 42. According to a recent poll of various web-based media producers,content could be hotter, more social, more shareable. While there iscertainly buzzworthy content Inquisitivenessout there, some of which is even snackable,I do think content in general could be more relevant, more bite-size, andmake a stronger brand Debateimpression with trending keywords and a moreresponsive design, poll respondent Mark Zeligman told reporters, notingthat the last piece of content he came across was an infographic thatwas neither flexible, Judiciousnesstimely, viral, nor engineered to maximize readerengagement. After all, can we honestly say the content thats out thereright now is as buzzworthy Accountabilityand highly shareable as it could be? Does itinform, engage, and convert? Is it digestible? Does it both increaseimpressions and amplify Tenacitythe brand? I think youll find the answer is no. Atpress time, poll respondents reported that when it comes to content, yougotta start thinking more bullet points, more lists, more visuals, more short-form,more microcontent. Feb 3 2014 The Onion 43. Go forthand think. 44. According to a recent poll of various web-based media producers,content could be hotter, more social, more shareable. While there iscertainly buzzworthy content out there, some of which is even snackable,I do think content in general could be more relevant, more bite-size, andmake Thank a stronger brand impression you.with trending keywords and a moreresponsive design, poll respondent Mark Zeligman told reporters, notingthat the last piece of content he came across was an infographic thatwas neither flexible, timely, viral, nor engineered to maximize readerengagement. Kristina @After Halvorsonall, can we honestly say the content thats out thereright http://now is braintraffic.as buzzworthy comand highly shareable as it could be? Does itinform, http://engage, confabevents.and convert? comIs it digestible? Does it both increaseimpressions and amplify the brand? I think youll find the answer is no. Atpress http://time, poll contentstrategy.respondents reported comthat when it comes to content, yougotta start thinking more bullet points, more lists, more visuals, more short-form,more microcontent. Feb 3 2014 The Onion

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