mind the strategy gap- caspian woods, chief content strategist, editions financial (14:30 - 15:00)
TRANSCRIPT
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BRIDGE THE STRATEGY GAP
B2B CONTENT MARKETING:
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EDITIONS FINANCIAL
CONTENT WORKSHOP
‘The Strategy Gap’3
LESS THAN 50%
DOES IT MATTER?
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EDITIONS FINANCIAL
CONTENT WORKSHOP
Channel Overload4
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EDITIONS FINANCIAL
CONTENT WORKSHOP
5 Heresies:5
1. TAME THE CONTENT BEAST
2. DON’T THINK DIGITAL
3. IT’S NOT CONTENT STRATEGY
4. AVOID SHINY KIT SYNDROME
5. IT CAN’T BE TRULY MEASURED
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EDITIONS FINANCIAL
CONTENT WORKSHOP
It’s not about CONTENT..it’s about MARKETING!
6
PRODUCE LESS CONTENT
MAKE BETTER CHANNEL CHOICES
FOCUS ON ROI
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INTERACT:
7. Community/forums8. Events9. One to one and F2F
HOOK:
1. Content Proposition2. Thought leadership3. Lead Generation
Content Engagement Funnel
ENGAGE:
4. Qualify: Website5. Relationship sustain: Magazine/ezine6. Convert: Video/case-studies
REVE
NUE
<
ENGA
GEM
ENT
<
AWAR
ENES
S
>
>
>
CON
TENT
FEE
DBAC
K LO
OP
>
>
>
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CONTENT AUDIT24 COMPETING ‘CONTENT BRANDS’
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EDITIONS FINANCIAL
CONTENT MARKETING
10
1. CLARITY
2. CUT-THROUGH
3. CONSIDERATION
4. CO-ORDINATED
5. CHANNEL APPROPRIATE
6. CONSISTENT
Audit & Refine Proposition
CLIENT: XXXDATE: 1 / 10 / 13
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INTERACT:
7. Community/forums8. Events9. Face to face - Relationship Manager
HOOK:
1. Content Proposition2. Thought leadership3. Lead Generation
Content Engagement Funnel
ENGAGE:
4. Qualify: Website5. Relationship sustain: Magazine/ezine6. Convert: Video/case-studies
REVE
NUE
<
ENGA
GEM
ENT
<
AWAR
ENES
S
>
>
>
CON
TENT
FEE
DBAC
K LO
OP
>
>
>
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B2B CONSULTANCYCONTENT STRATEGY
MEDIA PARTNERSDMPRATLOWNED CHANNELS
WEBSITEVIDEOCASE-STUDY
CUSTOMER MAGAZINEEZINES
EVENTS PROGRAMME
SALES COLLATERALADVOCACY PROGAMMES
CONTENT PROPOSITION
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EDITIONS FINANCIAL
CONTENT MARKETING
Resources & Questions
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ECONSULTANCY
THE US CONTENT MARKETING INSTITUTE (CMI)
LINKEDIN ‘CONTENT STRATEGY’