The Content WHEEL

@FRANK DELMELLE – SENIOR CONTENT MARKETING STRATEGIST

An offline interactive tool to determine if a content idea makes strategic sense

Not so long ago...

@frank delmelle

... in a land not far away from here...

@frank delmelle

... a big bank

@frank delmelle

@frank delmelle

... and its marketing department

@frank delmelle

@frank delmelle

were confronted with falling marketing ROI

@frank delmelle

@frank delmelle

Banks are allergic to plummeting returns

@frank delmelle

That’s why the big bank called in...

@frank delmelle

… a content strategist

@frank delmelle

Their plea?

@frank delmelle

“We got plenty of swell content marketing ideas across the organization...”

@frank delmelle

“... But we want our content marketing to sound like this...”

@frank delmelle

@frank delmelle

“How do we determine if a content marketing idea is in tune with our strategy?”

@frank delmelle

@frank delmelle

So, we welcomed their input!

@frank delmelle

@frank delmelle

Confidential

... Then had a meeting or two

@frank delmelle

@frank delmelle

... and defined 7 PARAMETERS determining if a content idea makes sense: ...

@frank delmelle

1. SEGMENT

7. OBJECTIVE 6. CONTENT DRIVER

5. CUSTOMER DESIRE

4. BANKING NEED

3. MOMENT OF TRUTH

2. LIFE STAGE @frank

delmelle

Then the bar was raised...

@frank delmelle

@frank delmelle

“Imagine we could develop an algorithm, a machine, a tool... to help us – conveniently and systematically – separate the content wheat from the content chaff...” @frank

delmelle

@frank delmelle

That’s how we ended up... REINVENTING THE WHEEL

@frank delmelle

@frank delmelle

The 7 parameters were defined, documented and weighed...

@frank delmelle

@frank delmelle

... resulting in a tool enabling to... •  1. check if a content marketing

idea is in line with the strategy •  2. feed / steer creative processes.

@frank delmelle

@frank delmelle

... and determining a ‘storyline’ / fixing A STRATEGIC ‘FIL ROUGE’ for each target segment:

@frank delmelle

@frank delmelle

Confidential

@frank delmelle

All content marketing initiatives – both existing and new – could now be integrated into an ‘orchestrated’ / convergent CONTENT ECO-SYSTEM for each target segment:

@frank delmelle

@frank delmelle

Confidential

“What’s revolutionary about that?”

@frank delmelle

The big bank is no longer assessing channels, without assessing its strategy.

@frank delmelle

Content wheels and eco-systems secure strategically integrated CONTENT MARKETING.

@frank delmelle

Thank YOU @FRANKDELMELLE

& Spin those Content Wheels