Use the secrets of content strategy to turbocharge your content marketing

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@ahavaL #confabMN1CHALLENGE #1

Challenge #2

7

incomplete

About the brand/not about the buyer

Challenge #3Emails/Contacts: Not yet leads, just have entered the funnelEngaged: Show real engagement by downloading content, opening an email, commenting on a blog postProspect: Qualified but are not ready to buy (decision makers?)Lead: Prospects that show enough behavioral engagement that we want to call themSales lead: Qualified by salesOpportunity: Part of the active pipelineCustomer: They have bought an solutionUpsell and retain: Keep them buyingSales FunnelMarketingSalesNurturing Database

Content Strategys Core ModelAlign with business objectivesSupport users in accomplishing tasks18Focus on the Pocket: Use the secrets of content strategy to turbocharge your content marketing

Confab CentralAhava Leibtag, PresidentAha Media GroupMay 21 2015

October 23, 2001

3 Parts of the Human Brain Neocortex: rational and analytical, language centerMidbrain & 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 peopleInspiration MarketingWhat is Inspiration Marketing?

Financial guard33

A JOURNEY?Need1Awareness2Engagement3Decision438UnconsciousIncompetenceConsciousIncompetenceConsciousCompetenceUnconsciousCompetenceLiteracyFluencyMasteryBuckets for unconscious incompetenceBring back blue steps from slide 539UnconsciousIncompetenceConsciousIncompetenceConsciousCompetenceUnconsciousCompetenceLiteracyFluencyMasteryNeedAwarenessEngagementDecisionTell Alan Belzberg storyhow do we get to a place where we are confident to make decisions? How can we achieve fluency? We begin with understanding what content truly is.40TodayDefine content strategyBuild tools to organize our systemsDefine content marketingLearn to move from the inside out

DEFINE CONTENT STRATEGYContent Strategy:Align with business objectivesSupport users in accomplishing tasksContent Strategy Has 3 PartsExternal Messaging: Answer the 5 essential questions

Internal Workflow: How do we create a repeatable, sustainable content lifecycle?

Technological Delivery of Content: How do we control the display and delivery of content?#1: Editorial/Brand

All organizations need to know:To whom are you talking? Who are you? What are you trying to say? How do you say it? When and where do you say it?

#2: WorkflowThey also need to know:Internally who is responsible for all the different phases of a content strategy?PlanCreatePublishDistributeAnalyzeGovern

#3: Technical Display/Delivery of ContentXMLDITAMetadataStructured contentAdaptive contentContent modelingNeed1Awareness2Engagement3Decision449If you want to teach people a new way of thinking, dont 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 Questions5 Essential Questions1. To whom are you speaking?To Whom Are you Speaking?

5 Essential QuestionsTo whom are you speaking?Who are you as a brand?Who are you as a brand?

Identity PillarsCurrent Identity PillarsFuture Identity PillarsIdentity PillarsCurrent Identity PillarsFuture Identity PillarsUnusableIdentity PillarsCurrent Identity PillarsFuture Identity PillarsUnusableUser-friendly5 Essential QuestionsTo whom are you speaking?Who are you as a brand?What are you trying to say?What are you trying to say?

Messaging ArchitectureCurrent Content PillarsFuture Content PillarsArticulation Statement MessagingUnusable Messaging ArchitectureCurrent Content PillarsFuture Content PillarsArticulation Statement MessagingUnusable User-friendlyMessaging ArchitectureCurrent Content PillarsFuture Content PillarsArticulation Statement MessagingUnusable User-friendlyWe 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 PillarsFuture Content PillarsArticulation Statement MessagingUnusable User-friendlyWe 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 PillarsFuture Content PillarsArticulation Statement MessagingUnusable User-friendlyWe 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 PillarsFuture Content PillarsArticulation Statement MessagingUnusable User-friendlyWe 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 QuestionsTo whom are you speaking?Who are you as a brand?What are you trying to say?How do you say it?How do you say it?

Voice and ToneWe are:sophisticated innovative academicfriendly fun important smart differentfunny hipster sarcastic sympatheticempathetic awesome helpful convenientVoice and ToneWe are:sophisticated innovative academicfriendly fun important smart differentfunny hipster sarcastic sympatheticempathetic awesome helpful convenientVoice and ToneWe are:sophisticated innovative academicfriendly fun important smart differentfunny hipster sarcastic sympatheticempathetic awesome helpful convenient

5 Essential QuestionsTo whom are you speaking?Who are you as a brand?What are you trying to say?How do you say it?When and where do you say it?When and where do you say it?

Editorial Calendar

DEFINE CONTENT MARKETINGGoals of content marketingAttractAcquireEngage or connectDrive profitable actionIf content marketing builds relationships, content strategy builds conversations.A NEW PARADIGM

WHY?HOW?WHAT?

https://www.youtube.com/watch?v=DWc8dUl7Xfo&feature=youtu.be101

FIND THE WHY.Need1Awareness2Engagement3Decision4110SummaryContent challenges: too much, boring, incomplete, not strategicWhat is content strategy?How can we build strategic conversations? What is content marketing?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 CentralAhava Leibtag, PresidentAha Media GroupMay 21 2015Thank you!Ahava LeibtagAha Media Groupwww.ahamediagroup.comahavaLLinkedinFacebook

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