content strategy

1

Content+ Strategy

Andrew HanellySVP Strategy

McMURRY/TMG

33

Highlights/ The attention economy

/ Noise filters

/ Content saturation

/ A playbook

/ Hypothetical exercise

44

THE ATTENTION ECONOMY.

55

“The basic economic problem is increased

competition for attention.”

Hal Varian | Chief Economist | Google

77

More data cross the internet every second

than were stored in the entire internet just 20

years ago.- Harvard Business Review, October 2012

99

NOISE FILTERS.

11

“Stop interrupting what people are interested in and become

what people are interested in.”

-Craig Davis | Chief Creative Office | JWT

12

Technological Noise Filters

13

Mental Noise Filters

74% of people prefer to learn about brands via articles instead of ads

14

Push marketing:IntrusiveInundatesMe, me, me!NoiseServes brand

Don’t Be a Bully

15

Pull marketing: Consumer controls Provides value You, you, you! Signal Serves brand and consumer

Be a Good Samaritan

1616

CONTENT SATURATION.

1717

“content marketing”

Interest is Growing

1818

And Brands are Buying In

of brands will be sharing content via social media

by 2014

93%

1919

$118.4 billion will be spent on content marketing, video marketing, and social media in 2013.

eMarketer, 2013

2020

It’s Not Just the Usual Suspects

2121

“The result of all the sharing and re-sharing is content marketing saturation.”

The Economist Group, 2013

2222

Is content the new clutter?

2323

Content as clutter:Thinly veiled marketing

Doesn’t add value or context

Painful UX

CMO Council 2013

When Content is Clutter

24

“Brands face a choice: be real or be rejected.”

-2013 Trustr Study, Millward Brown

2525

People Can Tell the Difference

26

It’s Not All About You

27

Become a Trust Agent

Source: Forrester, 2013

28

of people say quality content increases their trust in brands

The Feel-Good Effect

56%

Source: eMarketer, 2012

2929

Win their hearts and minds and their wallets will come.

3030

A PLAYBOOK.

3131

RELEVANCE IS THE RESIDUE OF CAREFUL PLANNING

3232

Photobucket.com

Steps to strategy1.Hypothesize success2.Embody your audience3.Create a there, there4.Get the right people5.Infinitely optimize

Good Strategy is Good Planning

3333

HYPOTHESIZE SUCCESS.

35

A cross-platform content strategy will provide the following business benefit:Increase brand awarenessBuild contact databaseImprove customer intimacyGenerate sales leadsDrive purchasesProvide sellable ad inventory

Create a Hypothesis

3636

EMBODYYOUR AUDIENCE.

37

Nobody wakes up in the morning thinking about your brand.

38

They Think About Their NeedsThey Think About What Kept Them Up Last Night

3939

Put yourself in their shoes:What are their FAQs?What are their pain points?What are their secret dreams?

Audiences as Humans

4040

What do they:

Have in common?

Read and watch?

Spend their time and money on?

Humans as Creatures of Habit

41

Gather audience insight and data that can guide

decision-making.41

Plug in to Audience Data

42

Consider All Angles

4343

CREATE A THERE, THERE.

44

This is the only lunch they’ll have today.

44

Start with a Rallying Cry

4545

Vogue

4646

Biztech

4747

Health Hub

48

Emphatically answer:What do you do?How do you do it?Who do you do it for?What value do you bring?

Rallying Cry Guide

49

If you could take on the characteristics of any media brands, who would they be?

49

The Brand Blend Question

54

The Brand Content Spectrum

54

Establish Tone and Voice

55

You can be anything. You can’t be everything.

55

Create Content Pillars

5656

Define Program Elements

5757

Create Editorial Calendar

Real-time: Contextual news, curated social, of-the-moment content.

Timely: Topical analysis, synced with “seasonality” based on target audience.

All-time: Research, resources, guides, histories, arts and sciences.

58

NOWMilestone content

Special features

Weekly email

Daily posts

Always-On Engagement

59

Things to consider:What is your rallying cry?What is your media mix?What topics do you stand for?How will you distribute content?

Creating a There, There

6060

BUILD A TEAM THAT GETS IT.

61

Anatomy of successful digital thinking

61

Embrace a Content Mentality

6262

Get the Right Team

ProductionSocial

Journalism Quality

Graphics Analytics

6363

INFINITELY OPTIMIZE.

64

Don’t just push the same rock harder.

64

Focus on Infinite Optimization

65

Call in to mind your goalsBenchmark KPIs upfrontTrack monthly and real-time trendsMake analytics everyone’s business

Benchmark and Improve

6666

Focus on Infinite Optimization

6767

HYPOTHETICAL CHALLENGE!

6868

THANK YOU!

69

You’ve mastered the theory, now put it into practice

Use the Show Guide to match this session’s categories with the

providers in the Hall who can help execute!

See Page 18 for details