Delight Workshop: Aligning Execution with your Communication Goals

Before you plan content marketing, step back to your content strategy and communication goals. What does your brand stand for and how can you consistently prioritize that across channels and content types? In a world of noisy communication and misplaced attention, customers and clients alike often describe consistent communication that meets their expectations as the starting point for delight. From exercises and case studies through tactical tools, like a content audit, you’ll learn how to bring a message architecture-driven content strategy back to your own brand and process.
Presented at Delight 2013, October 7, 2013, #DelightFTW, in Portland. The first half of a joint content strategy and content marketing workshop with Robert Rose.

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Tactile engagement with brand attributesIdentify conflicting priorities

These differ from the brand values, which speak more to the company

Prioritized and translated for action (actionable)

“Offbeat fact about an historic place: connections between speeches by both Kennedy and Kerry.”

Compare to brand like Ellen – known as goofy/zany. She jokes about a Boston accent—and in a way that the History channel just can’t.

Right for an academic brand

Right for a fun brand

Prioritized and translated for action (actionable)

Tactile engagement with brand attributesIdentify conflicting priorities

Do people even like it? (Check analytics!)