BILL STRAWDERMAN AT&T

The  ^Case  for  Content  

Bill  Strawderman  Sr.  Director,  Digital  &  Social  Marke7ng  

AT&T  Business  Solu7ons  June  6th  2013  

2  

terribly timely

A  long  7me  ago  in  a  land  far  away  

3  

trouble  was  brewing   a  state  of  malcontent  

Welcome  to    Bedminster,  NJ  circa  2010  

decreasing  content  engagement  net  nega7ve  opt-­‐ins  

waning  content  diversity  

We  made  content  so  special…  

strong  editorial  premium  quality  

…  with  high  produc7on  cost  

long  lead  7me  limited  coverage  of  early  

&  mid  funnel  

…  that  it  played  hard  to  get  

5  

which  is  the  of  death  

on  the  social  web  

Jeepers!  It’s  not  like  I  asked  for  your  blood  type.  

It  was  ^7me  to  rethink  content  

6  

thankfully,  an    epiphany  struck  

really sort of past

trust  shiN  deep  IP  within  the  company  

rise  of  personal  brands  didn’t  want  to  get  fired  

individuals  create  powerful  ideas  

they  also  give  them  flight  

It  was  just  a  maTer  of  trust  

7  

If you heard info about a company, who are you most likely to trust

2012 Edelman Trust Barometer

So  we  gave  it  a  whirl  

8  

Enable  the  exchange  of  ideas  and  expertise  across  digital  environments  which  lead  to  faster  and  more  informed    technology  purchase  decisions

Trustworthy  Ideas  

Ef8icient  Reach  

Highly  Accessible  

Learning    Culture  

Accountable  

We  prepared  4A  content  makeover  

9  

strategy  and  the  right  stuff  The  why,  the  what,  the  who,  an  idea  of  how  4  week  supply  of  “geXng  started”  content  

cultural  “smack-­‐down”  The  epic  baTle  over  ideology  and  risk  Transla7on:  OMG  &  WTF  

lean  &  accountable  process  The  eyes  glazed  over  part  to  minimize  WTF  and  OMG  

And  planned  for  “NeXe’s”  arrival  

10  

(1.0)  Mul7-­‐Topic  AT&T  Authors  (1.0)  Select  Paid  Contributors  (1.0)  2-­‐3x  Daily  Publishing  (1.0)  Earned/Owned  Traffic  Model  (2.0)  Highly  Integrated  w/  Core  Site    &    Marke7ng  Automa7on  

(3.0)  Integrated  w/Premium  Content  (3.0)  Responsive  Mobile  Design  

hTp://www.neblog.aT.com  

Building  a  trust  academy  to  boot  

11  

•  “Exclusive”  Managed  Community  •  190  Members  and  Growing  •  On-­‐Boarding  &  Editorial  Support  •  Ongoing  EducaTon  Commitment  •  Behavior/Influence  Achievements  

We’re  pleased  with  results  so  far…  

12  

“net”  posi7ves  

2012  web  ecosystem  

gains  including  bus.aT.com  

and  we  need  more  direct  evidence  of  impact  

We  dare  not  ^rest  on  our  laurels  

13  

Streamline  Publishing  •  Single  idea  sandbox  •  Editorial  workflow  •  Real-­‐7me  collabora7on  •  Seamless  publishing  

Editorial  Impact  •  Beats  &  Assignments  •  Visual  Content  •  U7lity  &  “Chops”  •  Atomiza7on  •  Work  the  Spokes  

even for a minute

It’s  never  too  late  to  make  the  case  for  content  

Bill  Strawderman  Sr.  Director,  Digital  &  Social  Marke7ng  

AT&T  Business  Solu7ons  June  6th  2013  

14  

CONTENT MARKETING BOOTCAMP BOSTON FIND MORE AT KAPOST.COM/RESOURCES