Assertive Strategy: Content Amid Constraints at Content Strategy Applied

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We live in a world where people jump from Red Bull-branded satellites all in the name of good content. But is it really good—and is it right for our brands? Content strategy gives content marketing the tools to be sane and sustainable. Margot discusses how a more sustainable future means addressing the limits of budget, time, and creativity with content management, strategy, governance, and more. That’s the stuff that keeps logos off satellites and our content creators off high ledges. Presented at Content Strategy Applied, #CSAUSA / #CSA13, October 17, 2013, in San Jose at eBay.

Business Technologie

Margot Bloomstein
@mbloomstein #CSAUSA
October 17, 2013
Assertive strategy:
Content amid constraints

@mbloomstein | #CSAUSA 4
© 2013
So, about content marketing.

Content marketing is
unavoidable, inevitable…
and that’s a good thing.

Content marketing is one way—
but not the only way—to execute
on content strategy.

Life without industry
is guilt, and industry
without art is brutality.
– John Ruskin

Advocate for practical,
sustainable craft.
Own your work
product and process.

@mbloomstein | #CSAUSA 11
© 2013
Constraints,
real and self-imposed

@mbloomstein | #CSAUSA 12
© 2013
Constraints,
external and internal

@mbloomstein | #CSAUSA 14
© 2013
Constraints,
external and internal

@mbloomstein | #CSAUSA 15
© 2013
If I’m out with a customer,
I’m not working on a blog post.
But check out the blog; you’ll learn
a lot and then we can talk more.

@mbloomstein | #CSAUSA 16
© 2013
Content strategy is a map
through the opportunity costs
of communication.
Content strategy is a map
through the opportunity costs
of communication.

@mbloomstein | #CSAUSA 17
© 2013
Strategy is just using limited resources
to accomplish a goal.
John Eckman (@jeckman)
Make tough choices.

Clarity of purpose:
Start with a message
architecture; drive it
through an editorial
calendar

Scorn waste:
Invest in granular
content management
structured for reuse

Share and socialize
the work:
Invest in guidelines
and training so others
contribute

@mbloomstein | #CSAUSA 26
© 2013© Furman University

Break the box:
Balance consistency
with surprise, like
content and concepts
new to the industry

@mbloomstein | #CSAUSA 28
© 2013
This is not real.

@mbloomstein | #CSAUSA 29
© 2013
This is real.

@mbloomstein | #CSAUSA 30
© 2013
This is real.
Stand up for it—
and your content
and yourself.

@mbloomstein | #CSAUSA 31
© 2013
Stop putting “awesome”
on a pedestal.

@mbloomstein | #CSAUSA 32
© 2013
Embrace your reality
with clarity, structure,
and governance.

@mbloomstein | #CSAUSA 34
© 2013
Thank you.
Margot Bloomstein
@mbloomstein
margot@appropriateinc.com
slideshare.net/mbloomstein
amzn.to/CSatWork
All images property of their respective owners or © Margot Bloomstein as noted.

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1. Margot Bloomstein @mbloomstein #CSAUSA October 17, 2013 Assertive strategy: Content amid constraints

2. Congratulations.

3. Is this good? Right for your brand? Sensible? Sane? Sustainable?

5. Content marketing is unavoidable, inevitable… and that’s a good thing.

6. Content marketing is one way— but not the only way—to execute on content strategy.

7. Life without industry is guilt, and industry without art is brutality. – John Ruskin

8. Advocate for practical, sustainable craft. Own your work product and process.

9. Constraints

18. Clarity of purpose: Start with a message architecture; drive it through an editorial calendar

19. @mbloomstein | #CSAUSA 19 © 2013 Premium • Lindt embodies quality, in product, marketing, & company interactions • Approachable: Quality indulgences are more accessible • Trusted in brand and quality Empowering • Entrepreneurial: Innovating, championing individuals and successes • Market driving: strategic and proactive • Professional and consistent through experience and being responsive Community-minded • Engaged with the Lindt family • Customer-oriented • Socially conscious Lindt & Sprüngli message architecture

23. Scorn waste: Invest in granular content management structured for reuse

25. Share and socialize the work: Invest in guidelines and training so others contribute

27. Break the box: Balance consistency with surprise, like content and concepts new to the industry

34. @mbloomstein | #CSAUSA 34 © 2013 Thank you. Margot Bloomstein @mbloomstein margot@appropriateinc.com slideshare.net/mbloomstein amzn.to/CSatWork All images property of their respective owners or © Margot Bloomstein as noted.

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