assertive strategy: content amid constraints at content strategy applied

Margot Bloomstein

@mbloomstein #CSAUSA

October 17, 2013

Assertive strategy:

Content amid constraints

Congratulations.

Is this good?

Right for your brand?

Sensible?

Sane?

Sustainable?

@mbloomstein | #CSAUSA 4

© 2013

So, about content marketing.

Content marketing is

unavoidable, inevitable…

and that’s a good thing.

Content marketing is one way—

but not the only way—to execute

on content strategy.

Life without industry

is guilt, and industry

without art is brutality.

– John Ruskin

Advocate for practical,

sustainable craft.

Own your work

product and process.

Constraints

@mbloomstein | #CSAUSA 10

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Constraints,

real and self-imposed

@mbloomstein | #CSAUSA 12

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Constraints,

external and internal

@mbloomstein | #CSAUSA 13

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Constraints,

external and internal

@mbloomstein | #CSAUSA 15

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If I’m out with a customer,

I’m not working on a blog post.

But check out the blog; you’ll learn

a lot and then we can talk more.

@mbloomstein | #CSAUSA 16

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Content strategy is a map

through the opportunity costs

of communication.

Content strategy is a map

through the opportunity costs

of communication.

@mbloomstein | #CSAUSA 17

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Strategy is just using limited resources

to accomplish a goal.

John Eckman (@jeckman)

Make tough choices.

Clarity of purpose:

Start with a message

architecture; drive it

through an editorial

calendar

@mbloomstein | #CSAUSA 19

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Premium

• Lindt embodies quality, in product, marketing, & company interactions

• Approachable: Quality indulgences are more accessible

• Trusted in brand and quality

Empowering

• Entrepreneurial: Innovating, championing individuals and successes

• Market driving: strategic and proactive

• Professional and consistent through experience and being responsive

Community-minded

• Engaged with the Lindt family

• Customer-oriented

• Socially conscious

Lindt & Sprüngli message architecture

@mbloomstein | #CSAUSA 20

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Scorn waste:

Invest in granular

content management

structured for reuse

@mbloomstein | #CSAUSA 24

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Share and socialize

the work:

Invest in guidelines

and training so others

contribute

@mbloomstein | #CSAUSA 26

© 2013 © Furman University

Break the box:

Balance consistency

with surprise, like

content and concepts

new to the industry

@mbloomstein | #CSAUSA 28

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This is not real.

@mbloomstein | #CSAUSA 29

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This is real.

@mbloomstein | #CSAUSA 30

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This is real.

Stand up for it—

and your content

and yourself.

@mbloomstein | #CSAUSA 31

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Stop putting “awesome”

on a pedestal.

@mbloomstein | #CSAUSA 32

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Embrace your reality

with clarity, structure,

and governance.

@mbloomstein | #CSAUSA 33

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Embrace your reality

with clarity, structure,

and governance.

You, your content,

and your brand deserve

nothing less.

@mbloomstein | #CSAUSA 34

© 2013

Thank you.

Margot Bloomstein

@mbloomstein

margot@appropriateinc.com

slideshare.net/mbloomstein

amzn.to/CSatWork

All images property of their respective owners or © Margot Bloomstein as noted.