Introduction to Content Strategy

1. 2012

5. Hold up – What is content?
Content is More Than Just Text!
Articles
Images
Illustrations
Videos
Conversation
Interactive Tools & Functionality
Search Capabilities
Stats &Infographics
PDFs
Blog Posts
Forums
User Generated
Books
emails
Events

7. In other words…

8. THE MAJOR PLAYERS

11. CONTENT STRATEGY INPUTS
Target Audience
Need States
Competitive
Sales Cycle
Analysis
Content
Strategy
Media
Products/Services
Consumption

13. BRAND EXPERIENCE 13
Content fuels customer
engagement at all stages of
the customer life cycle from
top of funnel to ongoing
relationship.
It is harder-working than other
media because it covers the
entire purchase cycle. It allows
a brand to retain a relationship
with the customer even if it’s
not transactional – a magazine
or Website that is lifestyle-
oriented, for example, and
keeps the customer
connected to the brand until
he or she is ready to purchase
again is key.

14. EXPERIENCE STRATEGY 14
Brand Media
Audience Needs
Experience Consumption
Online News Release, Email Alert, Twitter
Awareness Blast, article
syndication, events, appearances
Facebook
Interaction Interaction, eNewsletter, Appearance, Free
trial/sample, Self-Hosted Q&A Forum
Transaction Welcome Kit, Loyalty effort, Members-Only
offering,
Bonding Website RSS Feed to Blog sign up, and
eNewsletter subscription, Twitter Alert sign
up
Advocacy Website content designed to be
Community focused, Facebook movement
Repurchase Blog commentary discussions, Research
news items related to Female Brain
Topics, comment and offer press kit for
thought leadership opportunities

16. A More Complex Look

18. CONTENT STRATEGY OUTPUTS
Women 35-45 worldwide, doctors
Need State: My health - Menstrual
cycles. are wacko. What is normal?
What do I need to do?
Customer Journey
-Search On Internet for Info
-Ask Friends about info on
Internet
-Ask Friends online Women’s Health:
-Goes to Meet-up -Key word searching
-Asks questions on Forums -Key sites
-signs up for email blasts -Key Themes
-subscribes to women’s imags -Find Authorities
-Buys books Online
-Sees doctor -Find All Competition
-Buys Vitamins
-Cooks New Food
-GETS RESULTS
-TELLS FRIENDS
-BUYS BOOKS FOR
FRIENDS -Listens to news on kitchen TV in a.m.
-Sees doctor -Listens to podcasted news in commute
-Buys Vitamins -Spend all day online at the office
-Cooks New Food -always on email at the office
-Gets Results -Uses food app for lunch locations with
-TELLS FRIENDS coworkers
-Book
-Vitamin -Spends hour on Facebook, tweets @2
Supplements on break
-Medical Visit -Watches these______shows on TV
-Food Menu’s -Spends weekly time family activities

19. Story has arcs in every campaign
Developing a sense of structure
of stories (campaigns)
requires, settings, character, moo
ds and a plot.

21. CHANNEL STRATEGY
Is Not Just About Where – But Also When

22. Content Curation

23. Are You Providing The Right Stuff?

24. On Thought Leadership Power
People don’t buy into interruptions so much anymore. They buy
into expertise. People buy from brands that offer value and are
The benefits are the leaders in their industry.
game changing for
your business — And yet why do so many choose to ignore this as a strategy?
most notably in You can’t simply buy ads and become an overnight nationally
acclaimed expert. It requires your time to feed it and grow it. It
lead generation takes months and years. Therein lies the fallout and where so
and partnership many entrepreneurs don’t. Here is your opportunity to shine.
opportunities.
Establishing a new dawn media will create & curate:
thought-leader
position on a topic
in your industry -Content Categories, themes and types
builds credibility in -Align topics with other industries that can advocate
the eyes of your -Prepare a two-pronged approach to content
-Provide ongoing content themes
targets. It serves to
-Create Branded content themes
influence in a way -Create information your customers want to know about
that advertising -Create topics for discussion
itself can never do. -Poll, Survey, Measure & Grow

25. Promoting Your Expertise
Executive roundtables are one of the
best ways to increase your authority
in your industry and draw customers
to your company and products.
Books, eBooks, iBooks, digital
magazines, wBooks, and iPad Apps
can all increase industry authority.

32. Content Distribution