Intelligent Content Conference
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Transcript of Intelligent Content Conference
Content Marketing and
Content Strategy: A Peaceful
Coexistence?
Ahava Leibtag
President
Aha Media Group
Every minute…
• YouTube users upload 48 hours of video
• Facebook users share 684,478 pieces of
content
• Instagram users share 3,600 new photos
• Tumblr sees 27,778 new posts published
@ahavaL #intelcontent
Demanding?
The average brand organization is
responsible for the content demands of
178 social media properties, plus
websites, blogs and live events.
--The Altimeter Group (2013)
@ahavaL #intelcontent
Impossible?
The average American is bombarded by
5,000 messages a day.
--The New York Times (1988)
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To build an audience of
50 million58 years
14 years
4 years
3.6 years
80
Source: ComScore@ahavaL #intelcontent
Modern Marketing Challenges
• Ads don’t have the same power (esp.
in digital)
• Reduced attention
• Lack of brand loyalty
• Social sharing
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Today
• Understanding content
• Defining content strategy
• Defining content marketing
• How to do your job like a superhero
@ahavaL #intelcontent
The Wall of WordsEvidence for Global Warming:
Degradation of Earth's Atmosphere; Temperature Rise; Glacial Melting and Sealevel Rise; Ocean Acidity; Ozone Holes; Vegetation Response
Introduction
"Global change". "Greenhouse effect". "Global warming". The media are full of statements, concerns, guesses, and speculation about these phenomena, as scientists and policy-makers around the world struggle to address recent scientific observations that indicate human activities impact our environment. And yet, each of these is a "natural" phenomenon, as are many others. Hurricanes, droughts, and monsoons all occur without any control by humans to initiate, forestall or moderate them. Most readers of this Tutorial already know that global warming is literally a "hot" topic. For those still with relative unfamiliarity, we recommend this Wikpedia review: effects of global warming. This page considers the nature of and evidence for global warming. There seems almost no doubt that the Earth's climate has been steadily warming overall in the last hundred years: global warming is a fact - a reality. The nagging question - still unanswered to everyone's satisfaction - is: How much of the quantified increase of about 1° C in that time interval is just due to a natural trend probably related to glacial cycles (which themselves are temperature-dependent) and how much is additional warming accelerated by human activity as the industrial revolution reaches rapidly increasing levels? The present page provides an overview of some of the answers to thisquestion. Since it was first written, the writer (NMS) has encountered new lines of evidence - pro and con. Rather than try to splice these into the text, I have elected to add a new page (16-2a), accessed at the bottom of this page. Most people who follow the news accounts of global warming have come to realize that the primary culprit is human contributions of heat-affecting gases into the atmosphere as these are released by everyday processes such as burning coal to produce electricity and consuming gasoline to run automobiles. The most blamed gas is carbon dioxide (CO2), but carbon monoxide, methane, sulphur dioxide, and other gases also contribute. The United States is often cited as the principal polluting nation, although now China and India - each with more than a billion people, many of whom are now driving cars - are becoming major players. In the U.S., cities and surrounding metropolitan areas are the chief sources of CO2, as evident in this map made from ground and aerial sounding monitors but also containing some input from satellite measurements
@ahavaL #intelcontent
All organizations need to know:
• To whom are you talking?
• Who are you?
• What are you trying to say?
• When do you say it?
• Where do you say it?
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They also need to know:
• Internally who is responsible for all the different phases of a content strategy?
• Plan
• Create
• Publish
• Distribute
• Analyze
• Govern
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Content Formats• Written articles
• Podcasts
• Video
• Photographs
• Infographics
• Slide Shows
• Whitepapers
• Polls/Survey data
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Content Delivery Tools• Websites
• Blogs
• Newsletters
• iTunes
• YouTube
• Slideshare
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Content Strategy:
• Align with business objectives
• Support users in accomplishing tasks
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Business Goals
User Tasks
Content Strategy Has 3 Parts
1. External Messaging: Answer the 5
essential questions
2. Internal Workflow: How do we create
a repeatable, sustainable content
lifecycle?
3. Technological Delivery of Content
@ahavaL #intelcontent
Content is a Conversation:
5 Questions You MUST Ask
1. To whom are we speaking?
2. Who are we? (as a brand?)
3. What are we trying to say?
4. How do we say it?
5. When and where do we say it?
@ahavaL #intelcontent
Part #1 of Content Strategy:
External MessagingExternal Messaging Questions
• To whom are you speaking?
• Who are you?
• What are you trying to say?
• How do you say it?
• When and where do you say it?
Content Strategy Tools
• Personas
• Identity Pillars
• Messaging Architecture
• Voice/Tone
• Editorial Calendar
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Identity PillarsCurrent Identity Pillars Future Identity Pillars
CHEAP AFFORDABLE
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What Are We Trying to Say?:
Messaging Architecture
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Current Content Pillars Future Content Pillars % Articulation Statement Messaging
CHEAP
Messaging Architecture
@ahavaL #intelcontent
Current Content Pillars Future Content Pillars % Articulation Statement Messaging
CHEAP AFFORDABLE
Messaging Architecture
@ahavaL #intelcontent
Current Content Pillars Future Content Pillars % Articulation Statement Messaging
CHEAP AFFORDABLE
You can find the products you want, at
the price you are looking for.
Messaging ArchitectureCurrent Content Pillars Future Content Pillars % Articulation Statement Messaging
CHEAP AFFORDABLE
You can find the products you want, at
the price you are looking for.
• Our prices are consistently 20%
lower than other retail chains
• Robust coupon program
@ahavaL #intelcontent
How Do We Say It?:
Voice and ToneWe are:
sophisticated innovative academic
friendly fun important smart different
funny hipster sarcastic sympathetic
empathetic awesome helpful convenient
@ahavaL #intelcontent
Voice
We are:
sophisticated innovative academic
friendly fun important smart different
funny hipster sarcastic sympathetic
empathetic awesome helpful convenient
@ahavaL #intelcontent
Voice
We are:
sophisticated innovative academic
friendly fun important smart different
funny hipster sarcastic sympathetic
empathetic awesome helpful convenient
@ahavaL #intelcontent
Voice
We are:
sophisticated innovative academic
friendly fun important smart innovative
funny hipster sarcastic sympathetic
empathetic awesome helpful convenient
@ahavaL #intelcontent
Part #3 of Content Strategy:
Delivery of Content• Structured content
• Adaptive content
• Personalized content
• Contextualized content
• Semantic web• Taxonomies
• Metadata
• XML
• DITA
@ahavaL #intelcontent
Our Goal
To create a cohesive and sustainable
strategy for creating, producing and
managing content that clearly defines
roles and responsibilities for content
within your organization.
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Goals of Content Marketing1. Attract: Create content that will draw prospects like
bees to a blossoming flower
2. Acquire: Give them the content in exchange for an email address or some other form of potential ongoing contact
3. Engage or connect: Continue to engage by creating and sending relevant content about your product, service or knowledge base
4. Drive profitable action: Clearly align your content creation and distribution efforts with your business goals
@ahavaL #intelcontent
The Iteration Roadmap
1. Process Evaluation: What does our
current process look like?
2. Review of past projects: Let’s examine
1 or 2 projects
3. Incorporate what you’ve learned: What can we change?
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Who said?
“Getting an audience is hard. Sustaining
an audience is hard. It demands a
consistency of thought, of purpose, and
of action over a long period of time.”
@ahavaL #intelcontent
Questions?
Ahava Leibtag
Aha Media Group, LLC
@ahavaL @
ahavaleibtag
@ahavaL #intelcontent
THANK YOU!