A JCR view of the world: everything is content, everything is a tree
Content changes everything. How your brand can harness the opportunity of content marketing....
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Content matters & why you should care. Open Dialogue’s Content Marketing Conference Baron Manett Ariad Communications @bstat 4.24.13
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The role of marketing in many organizations is coming under fire. CMOs are feeling the pressure to deliver results and show real business value. It’s forcing marketers to question many of the practices they have come to rely on. But what is the answer? What’s the real marketing equation? Baron will explore the idea of content maturity, using content as a strategic asset to move a business forward. He will discuss how organizations can elevate their level of sophistication around content, how content can impact the bottom line, and the real-world implications of organizing for content.
Transcript of Content changes everything. How your brand can harness the opportunity of content marketing....
Content matters & why you should care.
Open Dialogue’s
Content Marketing Conference Baron Manett
Ariad Communications @bstat 4.24.13
2000 – 2012
Blind faith in technology.
PROMISE: 1. A definition of content
2. The real marketing equation
3. Getting to Content Maturity
4. What to do next
“ Traditional marketing communications just aren’t relevant…
- Harvard Business Review, 2012
“ To truly engage customers
for whom ‘push’ advertising is increasingly
irrelevant, companies must do more outside
the confines of the traditional marketing
organization
- McKinsey&Company, 2011
2000 – 2012
Blind faith in technology.
The real marketing equation:
= +
RELATIONSHIPS CONVERSATIONS CONTENT
2000 – 2012
Blind faith in technology.
What does content do?
ü Facilitates brand-customer conversations. ü Helps establish and nurture brand-customer relationships. ü Empower internal teams to innovate. ü An expert source of information, for customers looking to address questions.
2000 – 2012
Blind faith in technology.
CONTENT ≠ COPY
2000 – 2012
Blind faith in technology.
CONTENT ≠ MESSAGING
2000 – 2012
Blind faith in technology.
CONTENT ≠ DEVICE
2000 – 2012
Blind faith in technology.
Content: The essence and substance of your brand’s conversations.
HUH?!
2000 – 2012
Blind faith in technology.
CONTENT MATURITY
2000 – 2012 Blind faith in technology.
#1 AWARENESS Technology is not working. You’ve identified content playing a role. And you are beginning to see that the answer lies within your conversations with them – the content.
2000 – 2012
Blind faith in technology. 2000 – 2012
#2 ANALYSIS Content is being used on an ad-hoc basis, seen largely as a tactic. Testing reveals there are real linkages between customer touch points.
2000 – 2012
Blind faith in technology. 2000 – 2012
#3 ARTICULATION Customer journey mapping is a core part of the marketing toolkit. Opportunities for brand-customer relationships are emerging. Thinking about content from a strategic lens.
2000 – 2012
#4 ORGANIZATION Create the necessary infrastructure for integrated content planning, creation, distribution and measurement.
2000 – 2012
#5 OPTIMIZATION Content is an organizational issue, not just marketing. More robust resource allocation leads to even better outcomes. Content is valuable, consumed, shared and measured.
2000 – 2012
Blind faith in technology.
What you need to know:
1. Customer understanding is tops.
2. Content is more than copy.
3. The are different levels of maturity.
4. Content is a business asset.
2000 – 2012
Blind faith in technology.
What now: 1. Start reading. Online or offline read everything related to
the subject of content strategy.
2. Start sharing. On Facebook, Twitter and LinkedIn, wherever. Share thinking about content.
3. Start talking. Use the information you acquire to have more informed and richer conversations. Lets elevate the content conversation.
4. Start asking. Don’t be afraid to ask your teams tough questions. It adds value.
Blind faith in technology.
Download the full report and share with your teams. contentmaturity.com Ariad Communications ariad.ca @ariadcomm @bstat
