Where content strategy meets content marketing

transcript

Where Content Strategy Meets Content Marketing

Marriage Material? Or Passing Fancy?

SNAPSHOTChief Knowledge Officer, ScrollClients include Fortune 500 and FTSE 100 companies and government bodies

DELIVERINGDiscovery: ways to strategically leverage content as a business assetDiagnosis: how to increase the ROI of contentDevelopment: content ecosystems and roadmaps

BACKGROUNDFounder, IntentionalDesign.caOver 20 years of experience, consulting on content and digital strategyFellow: Society for Technical CommunicationCo-author: Content Strategy: Connecting the dots between business, brand, and benefitsCo-editor: The Language of Content StrategyCo-producer: Content Strategy Workshops and Content, SeriouslyRAHEL ANNE BAILIE

SEX SELLS,

POWER ATTRACTS

(a driving metaphor)

CARS ARE SEXY

ENGINES AREN’T SEXY

CONTENT MARKETING

IS NOT

CONTENT STRATEGY

Content Marketing

… a strategic marketing technique of creating and distributing valuable, relevant, and consistent content to attract and acquire a clearly defined audience, with the objective of driving profitable customer action. The purpose is to attract and retain customers by creating and curating relevant and valuable content with the intention of changing or enhancing consumer behaviour. It is an ongoing process best integrated into an overall marketing strategy, on focuses on owning media, not renting it.

Content Marketing

… a strategic marketing technique of creating and distributing valuable, relevant, and consistent content to attract and acquire a clearly defined audience, with the objective of driving profitable customer action. The purpose is to attract and retain customers by creating and curating relevant and valuable content with the intention of changing or enhancing consumer behaviour. It is an ongoing process best integrated into an overall marketing strategy, on focuses on owning media, not renting it.

Traditional marketing and advertising is telling the world you’re a rock star.

Content Marketing is showing the world that you are one.

Content Strategy

… developing a repeatable system that governs the management of content throughout the entire content lifecycle, so that the organization’s vision can be implemented in an integrated way, to meet business goals and project objectives. The purpose is to develop an implementation roadmap that takes into account product, customer, and content lifecycles, specific to an organization’s needs, so that the content can be delivered with an omnichannel view, to meet business goals.

Content Strategy

… developing a repeatable system that governs the management of content throughout the entire content lifecycle, so that the organization’s vision can be implemented in an integrated way, to meet business goals and project objectives. The purpose is to develop an implementation roadmap that takes into account product, customer, and content lifecycles, specific to an organization’s needs, so that the content can be delivered with an omnichannel view, to meet business goals.

Traditionally, content has been about what readers can see on a page or on screen.

Content Strategy is about content power under the hood.

Interdependency

The two areas are

dependent on one

another to make it

DOES THIS SOUND LIKE

MARRIGE MATERIAL OR…

WHAT MAKES FOR A

SUCCESSFUL

[ANY KIND OF]

STRATEGY?

Successful marketing strategy

Develop a strategy.

Think holistically.

Document it.

Stick to the plan.

AH! … EASIER

SAID THAN DONE

WHAT MAKES A

CONTENT MARKETING

STRATEGY

Focuses on messaging

INFO-BASED MESSAGING TELLS AN AUDIENCE:I HAVE THESE THINGS TO SAY. COME LISTEN TO ME.

RESOURCE-BASED MESSAGING APPEALS TO AN AUDIENCE:WE UNDERSTAND YOU HAVE THESE ISSUES; LET US HELP YOU SOLVE THEM.

- Joe Pullizzi, CEO, Content Marketing Institute

Content marketing principles

• Have clearly defined objectives

• Understand your target audiences

• Know how and when to engage audiences

• Optimize for channels and conversion

• Plan your processes and resources

• Create conversations, listen and respond

• Develop meaningful measurement processes

WHAT MAKES A

CONTENT STRATEGY

Successful content strategy

Customer lifecycle questions

What content does the audience need during

their customer journey:

• At the research phase?

• At the validation phase?

• Just before purchase?

• Right after purchase?

• When they have a post-purchase problem?

• When it's time to buy again?

Product lifecycle questions

What content does the audience need at each

phase of the product lifecycle to feel enough

trust to proceed?

• When products are in development?

• When are they being introduced?

• When products are actively promoted?

• When they are being phased out?

• Once a product is obsolete?

Content lifecycle questions (1 of 2)

• Where will you get the content from?

• How can the content be managed to “speak

with one voice?”

• What are the multiple channels into which you

need to publish?

• How can you manage the content throughout

many versions and iterations?

Content lifecycle questions (2 of 2)

• How will you configure the content so you can re-

use and repurpose it for specific audiences?

• What standards should the content use to be

published and maintained efficiently?

• How can this be automated to save time, errors

and rework?

• What elements should go into a content

ecosystem to be able to process content

efficiently?

MARRIAGE OR A

ONE-NIGHT STAND?

Benefits of a strategic partnership

• Do more communicating with less content

• Reduce, re-use, recycle with a content strategy

• Deliver messages with more efficiency

• Use single-sourcing techniques to meet demands

• Strength in different skill sets

• Understanding of various aspects of content:

editorial, social, technical

Example: Reduce, re-use, recycle …

…to upsell and cross-sell in desired channels

Barclay’s Bank issued a new card

…with a defunct number.

Right number (fixed)

Wrong number (not fixed)

Example: Single-sourcing strategy could have helped

Example: Do multichannel publishing

SOURCE

Tablet

Mobile

Knowledge base

Partner sites

Kiosks

Software

Wearables

Example: Deliver on omnichannel(image: Kevin Nichols)

Example: Content findability on-site or through search engines

Example: Deliver personalized content

SOURCE

Language

Geographic market

Market segment

Product version

Product variant

Customer role

YOU DECIDE:

MARRIAGE OR

PASSING FANCY?

Content Maturity Modelhttp://intentionaldesign.ca/2011/11/14/time-for-a-maturity-model-for-content-strategy/

Digital Maturity Modelhttp://www.digitalstrategyconference.com/blog/tag/digital-maturity/

London, UK

By telephone:

UK +44 (0)7869 643 685

Twitter: @rahelab

By email:

Rahel.Bailie@scroll.co.uk

Mailing address:

rahel.bailie@scroll.co.uk

Speaking and workshops:

www.bailie.com

SCROLLUK’s trusted content services provider

scroll.co.uk

Where content strategy meets content marketing

Technology