The document discusses the importance and value of content as an asset for businesses. It explains that content strategy helps businesses make smart decisions by planning useful, usable, compelling, and findable content. Content marketing and promotion are discussed as ways to attract and engage audiences using relevant information. The document argues that content has become a core part of business and that agencies should recognize the opportunity to help clients shape great content as both a new revenue source and a way to improve project management.

1. Content as an Asset Sara Wachter-Boettcher, Off Madison Ave Back in the Black: April 28 – 29, 2011

2. WHY CONTENT?

3. Content is everywhere.

4. Content can be powerful.

8. Publishing is now the easy part. Creative Commons / Valeriana Solaris

9. Perhaps too easy.

11. MAKING CONTENT WORK

14. Content strategy defines the content lifecycle.

17. The key is, “good content marketing makes a person stop…read…think… behave…differently.” - Joe Pulizzi

18. Content promotion includes syndication and social sharing of content. An extension of content marketing, promotion is how relevant content reaches and acquires audiences.

20. CONTENT MEANS BUSINESS

23. You have the tools to recognize and shape great content. Your clients may not.

25. BUYING IN

28. Find your fit.

29. Thank You Sara Wachter-Boettcher saraw@offmadisonave.com @sara_ann_marie