@ahavaL #confabMN
CHALLENGE #1
Challenge #2
incomplete
About the brand/not about the buyer
Challenge #3
Email Addresses/Contacts
Engaged
Prospect & Recycled
Lead
Sales Lead
Opportunity
Customer
• Emails/Contacts: Not yet leads, just have entered the funnel
• Engaged: Show real engagement by downloading content, opening an
email, commenting on a blog post
• Prospect: Qualified but are not ready to buy (decision makers?)
• Lead: Prospects that show enough behavioral engagement that we want
to call them
• Sales lead: Qualified by sales
• Opportunity: Part of the active pipeline
• Customer: They have bought an solution
• Upsell and retain: Keep them buying
Sales Funnel
Marketin
gSale
s
Nurturing Database
Suspects
Prospects
Leads
Opportunities
Content Strategy’s Core Model
1. Align with business objectives
2. Support users in accomplishing tasks
Business Goals
User Tasks
Focus on the Pocket: Use the secrets of content strategy to turbocharge your content marketing
Confab Central
Ahava Leibtag, President
Aha Media Group
May 21 2015
October 23, 2001
3 Parts of the Human Brain
• Neocortex: rational and analytical, language center
• Midbrain & Hindbrain: limbic system, decision making, drives human behavior. Has no capacity for language.
WHY?
HOW?
WHAT?
Build content that moves from the inside out and moves
people
Business Goals
User Tasks
Business Goals
Find the Why
User Tasks
Inspiration Marketing™
What is Inspiration Marketing™?
A JOURNEY?
Need
1 Awareness
2Engagement
3 Decision
4
UnconsciousIncompetence
ConsciousIncompetence
ConsciousCompetence
UnconsciousCompetence
UnconsciousIncompetence
ConsciousIncompetence
ConsciousCompetence
UnconsciousCompetence
Need
Awareness
Engagement
Decision
Business Goals
Find the Why
User Tasks
Today
1. Define content strategy
2. Build tools to organize our systems
3. Define content marketing
4. Learn to move from the inside out
DEFINE CONTENT STRATEGY
Content Strategy:
1. Align with business objectives
2. Support users in accomplishing tasks
Business Goals
User Tasks
Content Strategy Has 3 Parts
1. External Messaging: Answer the 5 essential questions
2. Internal Workflow: How do we create a repeatable, sustainable content lifecycle?
3. Technological Delivery of Content: How do we control the display and delivery of content?
#1: Editorial/Brand
All organizations need to know:
1. To whom are you talking?
2. Who are you?
3. What are you trying to say?
4. How do you say it?
5. When and where do you say it?
#2: Workflow
They also need to know:
Internally who is responsible for all the different phases of a content strategy?
• Plan
• Create
• Publish
• Distribute
• Analyze
• Govern
#3: Technical Display/Delivery of Content
• XML
• DITA
• Metadata
• Structured content
• Adaptive content
• Content modeling
Need
1 Awareness
2Engagement
3 Decision
4
If you want to teach people a new way of thinking, don’t bother trying to teach them. Instead, give them a tool, the use of which
will lead to new ways of thinking.
R. Buckminster FullerDesigner, inventor, futurist
The 5 Essential Questions
5 Essential Questions
1. To whom are you speaking?
To Whom Are you Speaking?
5 Essential Questions
1. To whom are you speaking?
2. Who are you as a brand?
Who are you as a brand?
Identity Pillars
Current Identity Pillars Future Identity Pillars
Identity Pillars
Current Identity Pillars Future Identity Pillars
Unusable
Identity Pillars
Current Identity Pillars Future Identity Pillars
Unusable
User-friendly
5 Essential Questions
1. To whom are you speaking?
2. Who are you as a brand?
3. What are you trying to say?
What are you trying to say?
Messaging ArchitectureCurrent Content
Pillars
Future Content Pillars Articulation Statement Messaging
Unusable
Messaging ArchitectureCurrent Content
Pillars
Future Content Pillars Articulation Statement Messaging
Unusable User-friendly
Messaging ArchitectureCurrent Content
Pillars
Future Content Pillars Articulation Statement Messaging
Unusable User-friendly
We have worked diligently for
the last year to improve the
user experience at
healthcare.gov to make it one of
the easiest government
websites to use.
Messaging ArchitectureCurrent Content
Pillars
Future Content Pillars Articulation Statement Messaging
Unusable User-friendly
We have worked diligently for
the last year to improve the
user experience at
healthcare.gov to make it one of
the easiest government
websites to use.
• We improved code so
information loaded faster.
Messaging ArchitectureCurrent Content
Pillars
Future Content Pillars Articulation Statement Messaging
Unusable User-friendly
We have worked diligently for
the last year to improve the
user experience at
healthcare.gov to make it one of
the easiest government
websites to use.
• We improved code so
information loaded faster.
• We improved our databases.
Messaging ArchitectureCurrent Content
Pillars
Future Content Pillars Articulation Statement Messaging
Unusable User-friendly
We have worked diligently for
the last year to improve the
user experience at
healthcare.gov to make it one of
the easiest government
websites to use.
• We improved code so
information loaded faster.
• We improved our databases.
• We created a glossary so
people could understand our
terms.
5 Essential Questions
1. To whom are you speaking?
2. Who are you as a brand?
3. What are you trying to say?
4. How do you say it?
How do you say it?
Voice and Tone
We are:
sophisticated innovative academic
friendly fun important smart different
funny hipster sarcastic sympathetic
empathetic awesome helpful convenient
Voice and Tone
We are:
sophisticated innovative academic
friendly fun important smart different
funny hipster sarcastic sympathetic
empathetic awesome helpful convenient
Voice and Tone
We are:
sophisticated innovative academic
friendly fun important smart different
funny hipster sarcastic sympathetic
empathetic awesome helpful convenient
5 Essential Questions
1. To whom are you speaking?
2. Who are you as a brand?
3. What are you trying to say?
4. How do you say it?
5. When and where do you say it?
When and where do you say it?
Editorial Calendar
DEFINE CONTENT MARKETING
Goals of content marketing
1. Attract
2. Acquire
3. Engage or connect
4. Drive profitable action
If content marketing builds relationships, content strategy
builds conversations.
A NEW PARADIGM
WHY?
HOW?
WHAT?
FIND THE WHY.
Business Goals
Find the Why
User Tasks
Need
1 Awareness
2Engagement
3 Decision
4
Summary
1. Content challenges: too much, boring, incomplete, not strategic
2. What is content strategy?
3. How can we build strategic conversations?
4. What is content marketing?
5. How do we start with the why to open an emotional doorway?
Focus on the Pocket: Use the secrets of content strategy to turbocharge your content marketing
Confab Central
Ahava Leibtag, President
Aha Media Group
May 21 2015
Thank you!Ahava Leibtag
Aha Media Group
www.ahamediagroup.com
ahavaL
