2. “If you want to learn about a
culture, listen to the stories.
If you want to change the
culture, change the stories.”
—MICHAEL MARGOLIS
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CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB
Executive Summit: Finance
AgendaAgenda
• Content Marketing: What & Why?
• Organizing for Content
• Fostering a Culture of Content
• Converged Media: Paid, Owned & Earned
Media Integration
• Real-Time Marketing
4. We’re Tuning Out
the Noise
Image by Mark Garbowski used with Attribution as directed by Creative Commons http://toomuchglass.net/2010/12/02/la-la-la-la/
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Executive Summit: Finance
77% of Internet users do not engage with online
advertising. A shift from “push” to “pull”
marketing is imperative to brand survival.
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CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB
Executive Summit: Finance
A Need for “Rebalance”
• Advertising campaigns vs. continual initiatives
• New demands on marketing departments and the
enterprise
• Emerging technology allows any organization to
function as a media company
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CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB
Executive Summit: Finance
Shifting from “Push” to “Pull”
• Company culture
• Resources and staffing
• Budgets
• Service provider relationships
• Training
• Tools vs. strategy
• Advertising integration
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Executive Summit: Finance
Content marketing is a pull strategy—
it’s the marketing of attraction.
It’s being there when consumers need you,
and seek you out with relevant, educational,
helpful, compelling, engaging and sometimes
entertaining information.
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Executive Summit: Finance
Three Types of Content Marketing
1. Entertains
2. Informs and Educates
3. Provides Utility
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Executive Summit: Finance
Three Types of Content Marketing
1. Entertains — TD Bank
2. Informs and Educates
3. Provides Utility
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Executive Summit: Finance
TD Bank’s Candid Camera-like
talking ATM machine campaign went
viral on YouTube with over 23.5M
views. ATM’s greet customers by
name, thank them for their business.
TD Bank’s Talking ATMs — #TDThanksYou
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CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB
Executive Summit: Finance
Three Types of Content Marketing
1. Entertains
2. Informs and Educates — HR Block Block Talk
3. Provides Utility
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CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB
Executive Summit: Finance
Three Types of Content Marketing
1. Entertains
2. Informs and Educates
3. Provides Utility — Fidelity’s Financial Planning Tools;
Chase Quick Deposit
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Executive Summit: Finance
Fidelity offers a free to use portfolio
of over 20 financial planning tools in
10 categories that aid in financial
planning, investments, savings, tax
planning, retirement and more.
Fidelity’s Financial Planning Tools
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Executive Summit: Finance
Content Strategy
The planning, development, and management of
informational content.
Content strategy must encompass content
creation, repeatability, delivery, governance, ability
to achieve business goals by maximizing the
impact of content.
• Is about repeatable frameworks
• Is what makes content marketing effective
• Marketers don’t necessarily create content
strategies, but rather implement them.
Content Marketing
The creation and sharing of content for
marketing purposes.
In digital channels, it refers to content that resides
on properties the brand owns (e.g., a website) or
largely controls from a content perspective (social
media channels, syndication).
• Earned and owned media
• Long-term initiatives vs. short-term campaigns
• New skills as publishers, producers and community
managers
• Evolution from advertisers to storytellers
Content Strategy vs. Content Marketing
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CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB
Executive Summit: Finance
Content strategy plans for the creation, publication, and
governance of useful, usable content…The content strategist
must work to define not only which content will be published,
but why we’re publishing it in the first place. Otherwise, content
strategy isn’t strategy at all: it’s just a glorified production line
for content nobody really needs or wants.
— KRISTINA HALVORSON
Content Strategy vs. Content Marketing
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CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB
Executive Summit: Finance
Content Strategy
The planning, development, and management of
informational content.
Content strategy must encompass content
creation, repeatability, delivery, governance, ability
to achieve business goals by maximizing the
impact of content.
• Is about repeatable frameworks
• Is what makes content marketing effective
• Marketers don’t necessarily create content
strategies, but rather implement them.
Content Marketing
The creation and sharing of content for
marketing purposes.
In digital channels, it refers to content that resides
on properties the brand owns (e.g., a website) or
largely controls from a content perspective (social
media channels, syndication).
• Earned and owned media
• Long-term initiatives vs. short-term campaigns
• New skills as publishers, producers and community
managers
• Evolution from advertisers to storytellers
Content Strategy vs. Content Marketing
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CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB
Executive Summit: Finance
Lead with Process:
• Create an empowered cross-functional governor or
governing body with executive support and/or
authority
• Locate and identify existing content and content
sources
• Identify dotted-line reports
Recommendations: Make Room for Content
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CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB
Executive Summit: Finance
Lead with Process:
• Create efficient processes, approval systems and
schedules
• Create governance documentation (style, edit and
brand guides, personas, voice and tone guidelines,
editorial calendars)
• Integrate owned with paid and earned media
Recommendations: Make Room for Content
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CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB
Executive Summit: Finance
Lead with Process:
• Train: usually, varying programs for different
stakeholders
• Plan beyond “hire a journalist.” Graphics, video, and
visual storytelling, and well as multiplatform
considerations
• Hire the right people, bring them in at the right time
Recommendations: Make Room for Content
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CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB
Executive Summit: Finance
Mate with Technology:
• Be a technology stakeholder
• Include IT in governing structure for mutual
understanding of requirements
• Involve stakeholders in technology requirement
scoping
Recommendations: Make Room for Content
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Executive Summit: Finance
Follow with Measurement:
• Define, then align, goals, measurement and KPIs
• Share and discuss results across stakeholders
• Constantly evaluate and redefine KPIs and metrics
• Ensure content metrics aren’t at odds with
stakeholder’s individual goals
Recommendations: Make Room for Content
32. A Culture of Content exists when the content’s
importance is evangelized enterprise-wide, content is
shared and made accessible, creation and creativity
are encouraged, and content flows up and downstream,
as well as across divisions.
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Executive Summit: Finance
A Culture of Content is a Content Engine
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Executive Summit: Finance
• Listen for consumer insights
across channels.
• Design content to unify the
customer–brand experience.
• Assess all content for worthiness.
1. Customer Obsession Guides Content
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Executive Summit: Finance
• Crystallize how the content supports
the brand vision.
• Incorporate that vision into training
and evangelism.
• Only publish content that supports
the brand vision.
2. Align Content with Brand
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Executive Summit: Finance
• Evangelize and test department-specific initiatives
to drive bottom-up support.
• Leverage cross-functional results and support to
drive top-down support.
• Both C-level and content leaders must reinforce an
ongoing culture of content.
3. Drive Content Leadership from Top Down
and Bottom Up
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Executive Summit: Finance
• Content leaders must lead the content evangelism.
• Articulate and demonstrate WIIFM, both bottom-up
and top-down.
• Commit to ongoing cross-functional evangelism,
support, communication, and optimization.
4. Culture Requires Constant Evangelism
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Executive Summit: Finance
• Start with small, tightly scoped, inexpensive pilots.
• Listen, analyze, A/B test, optimize, and repeat.
• Take risks, fail forward, and apply lessons.
5. Test & Learn
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CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB
Executive Summit: Finance
• Global must provide strategic oversight, support,
resources, and direction.
• Enable local teams with appropriate cultural,
linguistic, and contextual resources.
• Appoint regional and/or local content leaders to
scale training and ongoing evangelism.
6. Global Must Enable Local
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Executive Summit: Finance
• Integrate across people: workflows, tool access,
collaboration, best-practice sharing
• Integrate across technology: data sets, systems,
third-party tools, analytics
• Integrate across media: paid, earned, owned,
local, etc.
7. Integrate Across All Cultural Components
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Executive Summit: Finance
Defining Converged Media
Display, banner ads
Sponsored posts, ads
PPC ads
Pay per post blogging
F-Commerce
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CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB
Executive Summit: Finance
What does this look like on Facebook?
Paid
Owned
Earned
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CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB
Executive Summit: Finance
What does this look like on Twitter?
Paid
Owned
Earned
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CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB
Executive Summit: Finance
• Defining Converged Media
• Converged Media Workflow
• Case Examples
Paid & Earned Media Integration
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CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB
Executive Summit: Finance
Execution Workflow:
Coordinating Paid, Owned, and
Earned as one orchestration
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CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB
Executive Summit: Finance
• Defining Converged Media
• Converged Media Workflow
• Case Examples
Paid & Earned Media Integration
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Executive Summit: Finance
Starbucks leverages real-time ad buys
Starbucks capitalized on Snowstorm
Nemo in with agile deployment of
social ads. Targeting Facebook and
Twitter conversations around the
blizzard, specifically rending ads for
viewers clicking on the hashtags
#Nemo and #blizzard and testing
different copy, Starbucks’ real-time
social ads keep the brand highly
relevant.
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Executive Summit: Finance
Microsoft leverages ratings and reviews in ads
Microsoft partners with Bazaarvoice
to deploy paid advertisements with
user ratings and reviews. Microsoft
advertises with transparency;
shoppers click on the ads to learn
more from their peers.
Paid
Earned
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Executive Summit: Finance
Sharpie lets fans do the copywriting,
promotes tweets as ads
Targeting teens interested in
creativity and self-expression,
Sharpie used Promoted Tweets.
Through Promoted Accounts, they
attracted an artistic following from
whose tweets were made more
Promoted Tweets. The campaign
helped Sharpie increase its following
by 6x at 1000 followers per day.
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Executive Summit: Finance
Nike crowdsources input for customized shoe
designs, merges media online and off-
Nike launched the NikeID campaign
(store, mobile app, community, etc.) to
enable customers to design their own
shoe and purchase it directly on their
mobile devices. Earned input inspires
owned assets (including the product
itself!), driving paid ads, online and
off— including interactive billboard
experience in Times Square.
53. The strategy and practice of responding with
immediacy to external events and triggers. It’s
arguably the most relevant form of marketing,
achieved by listening to and/or anticipating
consumer interests and needs.
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Executive Summit: Finance
• Over half surveyed want a
response in <1 hour.
• 38% feel more negative about the
company if no response received.
Customers expect brands to respond
in near-real time
Source: Lithium Technologies 2013
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CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB
Executive Summit: Finance
Impacts marketing outcomes
Real-time marketing makes a difference
Source: GolinHarris, The Promises and Pitfalls of Real-Time Marketing. http://golinharris.com/#!/insights/real-time-marketing-research/
Turbocharges other marketing
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Executive Summit: Finance
• “Surprise & delight”
• Right message at the right time
• Brand relevance
• Always-on
Benefits of RTM
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Executive Summit: Finance
Planned and Proactive
• Conferences, product launches,
media events, customer events,
etc.
• Advance prep of content strategy
and execution
• Staff available to engage, react to
anticipated posts
• Few surprises
Use Case #1: Brand Events
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Executive Summit: Finance
Salesforce Live, the app and
dedicated microsite also integrate
social feeds to drive (and monitor)
event conversation.
Salesforce uses Facebook app to stream
live brand events
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Executive Summit: Finance
Planned and Proactive
• Major media events, tradeshows
(e.g. SuperBowl, Emmys, etc.)
• Like brand events, “locked and
loaded” approach to content
strategy & execution
• Staff available to engage, react to
anticipated posts
• Showcases brand voice, relevance
Use Case #2: Anticipated Events
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Executive Summit: Finance
“We know we need freedom to
develop content on the fly, but we
also need to know the guardrails if
anything should be escalated. There
are built-in parameters for each
campaign.”
—Sabrina Caluori VP Social Media & Performance
Marketing at HBO
HBO prepares content
for real-time relevance
during Emmys
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CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB
Executive Summit: Finance
Planned and Reactive
• GPS, NFC, or other sensor-based reaction
to location, action, or request
• Taps into location-based triggers which
prompt an offer or action in real-time
• Internet of Things brings endless
possibilities with uncanny relevance in
real-time
• Right person, right content, right time,
right place
Use Case #3: Location/Object-Based
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CONTENT STRATEGY WORKSHOP WITH REBECCA LIEB
Executive Summit: Finance
MGM Resorts serves up recommendations
based on guests’ location, interests
MGM Resorts sends notifications for
nearby restaurants, shopping, show
deals, coupons, etc., via guests’
smartphones, based on geo-
location, loyalty member status, and
preferences.
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Executive Summit: Finance
Planned and Reactive
• Branded actions occurring as a
result of predictive analytics (e.g.
recommendations based on
browsing history)
• Sometimes combined with other
marketing solutions’ data sets (e.g.
Marketing Automation)
• Accessibility will grow as data
solutions become easier to implement
Use Case #4: Predictive Analytics-Based
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Executive Summit: Finance
Walgreens responds to in-store Foursquare
check-ins with scannable coupon
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Executive Summit: Finance
Unplanned and Reactive
• Customer service, handling
complaints, community interactions,
crisis management, CRM, etc.
• Requires both reactive and
anticipatory work
• Triage workflow
• Crisis communications plan
• Determining what will be responded to
and where
• Empowering staff
• Coordination across functions
Use Case #5: Customer Interaction
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Executive Summit: Finance
PretzelCrisps listens for those in need of a
snack, rewards them with a sample
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Executive Summit: Finance
Unplanned and Reactive
• Reacting to unanticipated events
(e.g. news) with a legitimate, relevant
message
• Difficult to prepare for, often
emotionally charged events; acute
sensitivity required
• Risk of ‘culture-jacking’
• Established creative, collaborative,
and approval processes key to agility
Use Case #6: Breaking News
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Executive Summit: Finance
Epicurious found itself backpeddling after
Boston Marathon #RTMFAIL
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Executive Summit: Finance
Build workflows
based on
positive and
negative
interactions
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Executive Summit: Finance
Legal, Compliance & Risk
Legal? Legal’s not a problem.
We have a great relationship with legal.
— SABRINA CALUORI, VP SOCIAL MEDIA & PERFORMANCE MARKETING, HBO