People Focused Content Strategy was presented at the Second City Theatre on Wednesday September 24, 2013 as part of Social Media Week.

1. People Focused Content
Strategy
#SMWContent
Baron Manett @bstat
Jason Dojc @jdojc
Sandy Marshall @marshallsandy
Ariad @ariadcomm
Second City @SecondCityBiz

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Baron Manett
SVP, Strategy
@bstat
Jason Dojc
Senior Digital Strategist
@jdojc

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Social  Content

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Social  Content

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Let’s do social
media marketing?
What about [insert new
platform marketing
manager’s kid is on]?
“Content is King”
(Allegedly coined by Bill
Gates in 1996 or Sumner
Redstone earlier)
Visibility
Time

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1900
1904
1951
1986
2010
2013

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27 millionpieces of new content shared every day
Source: AOL and Nielsen 2012

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9 in 10organizations market with content
Source: Content Marketing Institute

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78%of CMOs think custom content is the future of marketing
Source: eConsultancy

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86% of B2C marketers use content marketing
91% of B2B marketers use content marketing
Source: eMarketer

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Visibility
Time
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We need to do
content marketing!!!

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Content ≠ Copy

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Content ≠ Media

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Content ≠ Messaging

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stuf
f
Content is the you talk about.

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The Substance
What your brand does
and Essence
How you help your consumer
CONTENT IS...

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Content + Social

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It starts with the customer and their journey

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Let’s consider… First time homebuyers
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#1 Map your current
understanding.
#2 Insights from the
front line.
#3 Add customer
research.
#4 Map multi-
channel journey.
#5 Identify content
opportunities
#6 Content strategy,
plan, execution.

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First time homebuyers
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Attracted
to rate
or offer.
Gets pre-
approved.
Buys
house.
Closes
mortgage
based on
approved
rate.
Visits web
site for
rates and
calculator.

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First time homebuyers
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Attracted
to rate
or offer.
Gets pre-
approved.
Buys
house.
Closes
mortgage
based on
approved
rate.
Visits web
site for
rates and
calculator.

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First time homebuyers
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Attracted
to rate or
offer.
Gets pre-
approved.
Buys
house.
Closes
mortgage
based on
approved
rate.
Visits web
site for
rates and
calculator.
*for illustration purposes only

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First time homebuyers
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START
HOME
SEARCH
GET PRE
APPROV.
HOME
SEARCH
REQUEST
HIGHER
AMOUNT
EDUCATE
RE HOME
BUYING
FIND
DREAM
HOUSE
EVALUATE
OPTIONS
BUY
HOUSE
CLOSE
MORT-
GAGE
IN
BRANCH
OUT OF
HOME
WEB
SITE
REALTOR
OFFICE
AT
HOME
CUSTOMER JOURNEY MAP: FIRST TIME HOMEBUYER

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First time homebuyers
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START
HOME
SEARCH
GET PRE
APPROV.
HOME
SEARCH
REQUEST
HIGHER
AMOUNT
EDUCATE
RE HOME
BUYING
FIND
DREAM
HOUSE
EVALUATE
OPTIONS
BUY
HOUSE
CLOSE
MORT-
GAGE
IN
BRANCH
OUT OF
HOME
WEB
SITE
REALTOR
OFFICE
AT
HOME
CUSTOMER JOURNEY MAP: FIRST TIME HOMEBUYER
??
??
?? ??
??
??
??
?? ??

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Our young customers are on a home buying journey, starting out
fearful and knowing little about real estate or home financing.
As they shop for a home and get pre-approved they grow in
knowledge and confidence and their needs for information and advice
move from the general to the specific – “does my income, with this
mortgage, allow me to buy this home?
During this journey, they are frequently on the move, dealing with
different professionals and interacting both online and offline.
In the end, the mortgage that has the right features (not the lowest
rate) will win them over.
First time homebuyers

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So how does this work?
cc Benson Kua http://www.flickr.com/photos/bensonkua/2752498522/

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The Holy Grail
is the RIGHT CONTENT
in the RIGHT PLACE
at the RIGHT TIME

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OUT
Copy
Campaigns
Launch
Messaging
Repurpose
Channels
Commodity
Let’s change our mindset
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IN
Content
Programs
Longevity
Engagement
Nimble
Journeys
Asset

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Real marketing power of
content comes when you
focus not on helping the
seller sell, but helping the
buyer buy.
Mark Michaud
@MichaudMark

39. Thank you.
ariad.ca/ideas
ariad.ca
@ariadcomm
Baron Manett @bstat
Jason Dojc @jdojc