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Hannon Hill Presents Bring Sexy Back to Your Content- Content Strategy and Content Marketing with Ahava Leibtag Host: Holly Wright, Marketing Manager @ahaval #HHcontent 1
Hannon Hill Presents
Bring Sexy Back to Your Content-
Content Strategy and Content Marketing
with
Ahava Leibtag
Host: Holly Wright, Marketing Manager
@ahaval #HHcontent 1
Ahava Leibtag Founder and President,
Aha Media Group
Author of The Digital Crown:
Winning at Content on the Web
@ahaval #HHcontent 2
Bring Sexy Back to your
Content
Ahava Leibtag
President
Aha Media Group
www.ahamediagroup.com
@ahaval #HHcontent 3
@ahavaL #hhcontent
@ahaval #HHcontent 4
Every minute…
• YouTube users upload 48 hours of
video
• Facebook users share 684,478 pieces
of content
• Instagram users share 3,600 new
photos
• Tumblr sees 27,778 new posts published
@ahaval #HHcontent 5
Demanding?
The average brand organization is
responsible for the content demands of
178 social media properties, plus
websites, blogs and live events.
--The Altimeter Group (2013)
@ahaval #HHcontent 6
Impossible?
The average American is bombarded by
5,000 messages a day.
--The New York Times (1988)
@ahaval #HHcontent 7
Who are they?
• 52% of US laptop owners also have a
smartphone
• 31% of US smartphone owners have a
tablet
• 13% of Americans own a laptop, tablet
and smartphone
@ahaval #HHcontent 8
To build an audience of
50 million
58 years
@ahaval #HHcontent 9
To build an audience of
50 million
58 years
14 years
@ahaval #HHcontent 10
To build an audience of
50 million
58 years
14 years
4 years
@ahaval #HHcontent 11
To build an audience of
50 million
58 years
14 years
4 years
3.6 years
@ahaval #HHcontent 12
To build an audience of
50 million
58 years
14 years
4 years
3.6 years
80
Source: ComScore @ahaval #HHcontent 13
How do you create great
content?
@ahaval #HHcontent 14
Today
• Get organizational buy-in
• How to write relevant and compelling
content for your audience
• Identify your organization’s voice and
tone
• Strategic editorial planning
• Develop internal workflow for content
creation
@ahaval #HHcontent 15
GET ORGANIZATIONAL BUY-IN
@ahaval #HHcontent 16
Explain content
@ahaval #HHcontent 17
Content is a conversation.
@ahaval #HHcontent 18
CONTENT IS THE
CONVERSATION THAT FUELS
THE SALES PROCESS.
@ahaval #HHcontent 19
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Content strategy answers:
• To whom are you talking?
• Who are you?
• What are you trying to say?
• When do you say it?
• Where do you say it?
@ahaval #HHcontent 26
CONTENT REVEALS TO
THE WORLD WHO WE
ARE.
@ahaval #HHcontent 27
Content Strategy Answers
Questions
• To whom are you talking?
• Who are you?
• What are you trying to say?
• How do you say it?
• When & where do you say it?
Tools
• Personas
• Identity Pillars
• Messaging Architecture
• Voice and Tone
• Editorial Calendar
@ahaval #HHcontent 28
HOW TO CREATE RELEVANT
CONTENT FOR YOUR BRAND
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Content Creation Basics
1. Who are they?
2. What do they care about?
3. What are their pain points?
4. Map their journey
5. Give them answers
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Who are they?
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What do they are about?
• Customer research
• Interactive Data
• Ethnographic Studies
• Listen on Social Media
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What are their pain points?
@ahaval #HHcontent 33
Map Their Journey
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Give them answers
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IDENTIFY VOICE AND TONE
@ahaval #HHcontent 36
Come here right now.
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Define Voice
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Voice
We are:
sophisticated innovative academic
friendly fun important smart innovative
funny hipster sarcastic sympathetic
empathetic awesome helpful
convenient
@ahaval #HHcontent 40
Voice
We are:
sophisticated innovative academic
friendly fun important smart innovative
funny hipster sarcastic sympathetic
empathetic awesome helpful
convenient
@ahaval #HHcontent 41
Voice
We are:
sophisticated innovative academic
friendly fun important smart innovative
funny hipster sarcastic sympathetic
empathetic awesome helpful
convenient
@ahaval #HHcontent 42
Voice
We are:
sophisticated innovative academic
friendly fun important smart innovative
funny hipster sarcastic sympathetic
empathetic awesome helpful
convenient
@ahaval #HHcontent 43
@ahaval #HHcontent 44
@ahaval #HHcontent 45
@ahaval #HHcontent 46
Define Tone
Yes: Sound like <example>
No!: Sounds like <example>
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STRATEGIC EDITORIAL
PLANNING
@ahaval #HHcontent 50
@ahaval #HHcontent 51
Content strategy also:
• Internally who is responsible for all the
different phases of content? • Plan
• Create
• Publish
• Distribute
• Analyze or Measure
• Govern
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WHEN and WHERE are you
saying it?
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@ahaval #HHcontent 54
DEVELOP INTERNAL WORKFLOW
@ahaval #HHcontent 55
Why is workflow so hard?
• Information flow
• Misplaced talent
• Lack of guidance and clear models
• Lack of training
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FOCUS ON THE ROLES.
NOT THE PEOPLE.
NOT THE TALENT.
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Requesters
Providers
Creators
Reviewers
Approvers
Publishers
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Writer
Email web producer
(bulids it and puts in alt tags)
Writer
(looks at it in staging for QA)
Publisher
Writer/Project Manager
Program Director and Interviewees
(for comments)
Project Manager
(collates comments)
Publisher
Extensive changes
Go back?
Non-extensive changes
Push to go live
Announce to reviewing staff
Chooses photos
Map…
1. Current workflow
2. Write up or use current job
descriptions
3. Rearrange workflow to be
appropriate for the end content
product
4. Rewrite job descriptions
5. Examine who is in those roles
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In Summary
Today • Get organizational buy-
in
• How to write relevant and compelling content for your audience
• Identify your organization’s voice and tone
• Strategic editorial planning
• Develop internal workflow for content creation
Answers
• Sell the promise of
sustained conversation
• Ask yourself the top 100
questions
• Voice and tone sort
• Editorial calendar
planning
• Put the right talent in
the right roles
@ahaval #HHcontent 61
Who said?
“Getting an audience is hard. Sustaining
an audience is hard. It demands a
consistency of thought, of purpose, and
of action over a long period of time.”
@ahaval #HHcontent 62
Questions?
Ahava Leibtag
Aha Media Group, LLC
@ahavaL @
ahavaleibtag
@ahaval #HHcontent 63
THANK YOU!
Hannon Hill
www.hannonhill.com
Email:[email protected]
Phone: 678-904-6900
Tweet us @hannon_hill
@ahaval #HHcontent 64
