Content Strategy Key to Connection Without Creepiness
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After a day of talking social media, regulations, and innovative marketing, you’ll be well on your way to smarter content marketing–right? Not so fast. With all the data you have on your target audience, it’s easy to personalize your story for users, their context, their conditions–and all that can be downright creepy. Content strategist Margot Bloomstein, author of Content Strategy at Work, will share how you can connect without throwing off your users. We’ll discuss how content strategy can unite your efforts, ensure you build a cohesive brand, and maintain an appropriate voice across channels, authors, and “the fine print.” Presented at Content Marketing World Health Summit 2012, Cleveland; #CMWorld, November 7, 2012.
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Content Strategy Key to Connection Without Creepiness
- 1. @mbloomstein #cmworld Content strategy: Your key to connection without creepiness Margot Bloomstein Appropriate, Inc. @mbloomstein • #cmworld
- 5. @mbloomstein #cmworld Content strategy: planning for the creation, aggregation, governance, and expiration of useful, usable, and brand-appropriate content in an experience.
- 6. @mbloomstein #cmworld Cohesion between content types and among content delivery vehicles
- 7. @mbloomstein #cmworld Alignment with the needs and expectations of your target audience
- 8. @mbloomstein #cmworld © Twentieth Century Fox and DreamWorks SKG Data for content targeting?
- 9. @mbloomstein #cmworld data information knowledge wisdom
- 10. @mbloomstein #cmworld data information knowledge wisdom context
- 11. @mbloomstein #cmworld relevance data information knowledge wisdom context
- 12. @mbloomstein #cmworld applicationrelevance data information knowledge wisdom context
- 13. @mbloomstein #cmworld We can motivate application.
- 14. @mbloomstein #cmworld We can motivate application. (cc) John C. Abell
- 15. @mbloomstein #cmworld We can motivate application.
- 16. @mbloomstein #cmworld We can motivate application. (cc) Javier Rapoport
- 17. Just don’t be creepy about it.
- 18. Context
- 19. @mbloomstein #cmworld Every time you confuse context with device
- 25. @mbloomstein #cmworld You know me.
- 26. @mbloomstein #cmworld You know me. But do I know you know me?
- 27. @mbloomstein #cmworld You know me. But do I know you know me? Do I want you to know me?
- 28. @mbloomstein #cmworld You know me. But do I know you know me? Do I want you to know me? And is it good for me if you know me?
- 29. @mbloomstein #cmworld Sometimes it’s good. (cc) BentWright
- 30. Sometimes it’s bad. (cc) BentWright
- 32. @mbloomstein #cmworld “…shows you information you regularly search for or could be relevant to you because of your current location, including weather, nearby restaurants, schedules for the next bus station, how long it’s going to take you to drive home and currency information if it finds you are in a different country.
- 33. @mbloomstein #cmworld This is one of the few Google services that reveals how much the company really knows about you.
- 34. @mbloomstein #cmworld The reason it doesn’t quite feel like that yet is because of the limitations of the service. There is so much more Google could do with this service, but it feels as if Google deliberately kept some features back for the time being to ensure that users can get used to how it works before adding more tools.
- 35. @mbloomstein #cmworld Sometimes it’s good.
- 37. @mbloomstein #cmworld Sometimes it’s creepy. © Dimension Films
- 38. @mbloomstein #cmworld “Targeting” a pregnant teenager (cc) Jr conlin
- 41. How do you walk the line?
- 42. Pace yourself Let users see their data Date, don’t stalk Maintain consistency
- 44. @mbloomstein #cmworld Let users see their data.
- 45. @mbloomstein #cmworld Date, don’t stalk. (cc) Javier Rapoport(cc) Phil Dowsing
- 46. @mbloomstein #cmworld Maintain consistency—or cohesion.
- 47. @mbloomstein #cmworld Maintain consistency—or cohesion.
- 48. @mbloomstein #cmworld Always adventurous & empowering:
- 49. @mbloomstein #cmworld Always adventurous & empowering:
- 50. @mbloomstein #cmworld Always adventurous & empowering:
- 51. @mbloomstein #cmworld Always adventurous & empowering:
- 52. @mbloomstein #cmworld Always adventurous & empowering: “…about their ability to live full lives, healthy lives,” Amanda Sheldon, director of PR WeWe
- 53. Pace yourself Let users see their data Date, don’t stalk Maintain consistency
- 54. Pace yourself Let users see their data Date, don’t stalk Maintain consistency Connect without being creepy.
- 55. @mbloomstein #cmworld Thank you! Margot Bloomstein @mbloomstein margot@appropriateinc.com slideshare.net/mbloomstein http://amzn.to/CSatWork