marketing and strategy and bears... oh my! by: marli mesibov (usa), content strategist
TRANSCRIPT
Marketing and Strategy and Bears
… oh my!
May 6, 2015
Marli Mesibov
@marsinthestars#JBOYE15
Marli Mesibov
@marsinthestars
Content
strategy
Content strategy
@marsinthestars#JBOYE15
Content
strategy
SYMBOLS MEAN SOMETHING… TO SOMEONE
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WHAT’S THIS SYMBOL?
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WHAT’S THIS SYMBOL?
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WHAT’S THIS SYMBOL?
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WHAT’S THIS SYMBOL?
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content
strategist
How can we have a great “content strategy”?
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How can we have a great “content strategy”?
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How can we foster “content strategy” in our organization?
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WE SEE CONTENT FROM THE INSIDE
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OTHERS JUST SEE WHAT COMES OUT
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WHAT’S ON THE INSIDE?
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CONTENT MARKETER
Goal: Market the
company, bring in new
customers.
Tactics: Inbound and
outbound marketing,
including blog articles,
white papers, SEO
and SEM.
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CONTENT STRATEGIST
Goal: Support company
objectives through
consistently valuable,
usable, findable content.
Tactics: Style guides,
editorial calendars,
workflow and governance
plans.
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CONTENT MANAGER
Goal: Ensure all content
produced is aligned with
the marketing and
strategy goals, and is
high quality.
Tactics: Workflow and
governance plans, and
content management
systems.
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CONTENT OWNER
Goal: Ensure content
gets created and
produced.
Tactics: Internal
reviews, “managing up”
to the C-level, and
coordinating content
calendars.
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CONTENT CREATOR
Goal: Create valuable,
usable, content that
aligns with the
owner’s/manager’s
requests.
Tactics: Brainstorming,
internal reviews, outlines,
storyboards, and
sketches.
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WHAT’S ON THE OUTSIDE?
Actions speak louder than words. What we do is what matters.
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SO… WHAT DO WE DO?
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WE ARE VAMPIRES
• We feed off other
people, and can’t live
without them.
• We need access to
users, stakeholders,
and designers so
that we can suck
their blood
collaborate.
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WE ARE MIRRORS
• We reflect the
business’s
commitment.
• A tiny budget and no
time will be reflected
in poor content.
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WE ARE PUPPIES
• We have a lot of
energy, and can
accomplish amazing
things.
• But if you ignore us,
we can’t promise
you’ll like the
direction we go.
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WE ARE FLYING MONKEYS
• Once we understand
your goals, we make
things happen (like
magic!).
• We’ll capture your
customers and bring
them to you.
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WE ARE SCIENTISTS
• We experiment,
study, and draw
conclusions based
on research and
metrics.
• We make
hypotheses, which
need to be tested .
Our work will change
over time.
1. Ask for Blood Specific
Resources
2. Align our Goals with the
Company’s
3. Present Theories and Explain
Next Steps
4. Create Solutions
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HOW CAN WE BEST NAVIGATE THE MARKETING,
THE STRATEGY, AND THE BEARS?
Thank you!
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